04-08-2012, 10:22 AM
STUDY OF RETAILERS SATISFACTION TOWARDS PRODUCTS AND SERVICES OFFERED BY PEPSI IN JODHPUR CITY
STUDY OF RETAILERS SATISFACTION TOWARDS PRODUCTS AND SERVICES OFFERED BY PEPSI IN JODHPUR CITY.docx (Size: 363.46 KB / Downloads: 85)
EXECUTIVE SUMMARY
The project titled “STUDY OF RETAILERS SATISFACTION TOWARDS PRODUCTS AND SERVICES OFFERED BY PEPSI IN JODHPUR CITY” was done for Varun Beverages Limited a franchisee of PepsiCo India.
Summer internship is known to be a student’s first brush with cooperate world. This is the time for the students to put words and theories into action. This opportunity to integrate classroom learning with real life situation. While doing the project students are placed under the guidance of a manager who serves as a mentor.
This project report deals with Satisfaction of retailers towards products and services offered by Pepsi. Using the questionnaire for retailers.
The objectives of this topic are-
.To understand various problems faced by retailers of Pepsi product.
.To analyze complaints of retailers towards products and services of Pepsi.
.To study/identify retailers satisfaction level towards Pepsi products and services.
.To develop effective solution to the problems faced by retailers.
The project is carried out depending on the various data which are obtained from both primary source (direct interview with retailers) and the secondary sources (the website of the company, books, and print media).
Satisfaction is a result of a product related experience and this question reflects the overall opinion of a consumer’s experience with the product performance. Satisfaction and attitude are closely related concepts. The psychological concepts of attitude and satisfaction may both be defined as the evaluation of an object and the individual relationship to it.
Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need, include physical objects, persons, organizations, and ideas is called as product.
Services mean the work done by one person which is helpful to another person and these are intangible in nature. It is an act of help and assistance.
The analysis is made studying the questionnaire and observation which was distributed among 300 Retailers to find their response about the various questions asked related to the satisfaction level and problems faced by them, conducted in Varun Beverages Ltd(Pepsi).
The sampling method is using conveyance sampling, the total size of sample is 300 for retailers. The data and interpretation done through pie chart, percentage, bar diagram and table.
The major findings of the study are related with the Pepsi products and services offered to retailers in Jodhpur city which includes the retailer’s stock more products of Pepsi soft drinks as compare to another company products. Retailers were also satisfied with the distribution network of Pepsi, information regarding new schemes and discounts. They were also satisfied with the sales person of Pepsi. The retailers were dissatisfied with the credit facilities provided by Pepsi in Jodhpur city.
The few suggestions for Pepsi from the researcher are-
Delivery of goods should be increased in number for proper catering in the entire area of Jodhpur Central region effectively and efficiently.
The company should supply its glow sign board, banners etc.as an advertisement media to the retailers of few areas, which will as usual for satisfaction of retailers.
Credit facilities should be provided to retailers to satisfy their needs regarding payment.
The conclusion of the survey is based on the objectives of the study i.e. various problems faced by retailers of Pepsi product, complaints of retailers towards products and services of Pepsi, retailers satisfaction level towards Pepsi products and services and effective solution to the problems faced by retailers.
INTRODUCTION
India with a population of more than 100 crores is potentially one of the largest consumer markets in the world with urbanization and development of economy, tastes and interests of the people changes according to the advance nation.
Beverage industry is one of the fast growing industries in India. It can be divided into two sections i.e. carbonated and non -carbonated. The carbonated drinks can be further classified into Cola, Lemon, Orange, Mango & Apple segments etc.
Marketing includes all the activities like promotion, distribution, advertising etc. to fulfill the demands of all segments of consumers. Marketing is also convert social needs into profitable opportunities. So this topic provides all the essentials to the theoretical knowledge with practical knowledge and to inculcate the efficiency. It is also a requirement for the company to improve its service and product quality to achieve the ultimate goal.
Marketing is about winning this new environment. It is about understanding what consumer’s wants a supplying its more efficiency and more conveniently.
India where more than 50% of the total population exists below poverty line the consumer can’t afford such high price for soft drinks. As a result the trading activities of the soft drinks industry are concentrated in and around big cities and town where the purchasing power of population is considered comparatively high.
Soft drinks industries in India has annual sale of about 5000 crores with per capita consumption of soft drinks at a low of eight bottles per annum is due to price factor.
So, marketing is both philosophy and technology. It is technology because it suggests ways and means for effective production and distribution of goods and services in the market to give maximum satisfaction to the consumer.
In this regard the marketing management with have to apply to marketing technology in the conceptual philosophy of a system.
It is the process of system analysis in the marketing management for effective research and can be defined, “systematic objective and exhaustive study of tasks relevant to any problem in the field of marketing”
PepsiCo is one of the oldest, largest and most successful beverage and snack food companies in the world. Caleb Bradham founded PepsiCo in 1902 in USA. Today PepsiCo and its affiliates operate in more than 140 countries in the world and generate revenues in excess of $ 40 Billion. In its pursuit of never ending growth and expansion, PepsiCo entered India in 1989 in a joint venture with Punjab Government. However, PepsiCo India very soon started its beverage operations in collaboration with the R K Jaipuria group.
Soon after entering the beverage segment PepsiCo Established its dominance in the market owing to its expertise in sales, marketing, operations and local collaboration. PepsiCo maintained its market dominance for many more years to come. However, this advantage slipped and PepsiCo had to concede the market leadership to Coca Cola India. Several actors were responsible for this development. But, the most important are;
• Ad campaigns targeting regional markets.
• Discontinuation of Slums in the distribution network by PepsiCo. This move by PepsiCo adversely affected its position of a market leader because while PepsiCo discontinued the use of Slums in its distribution network, Coke continued it and within one year, it was able to snatch considerable market share from PepsiCo.
• Acquisition of well-established and favored brands like Thums Up and Limca by Coca Cola India. These two brands still constitute a bulk of sales for Coca Cola India.
To explore the reasons behind these developments this study will analyze the marketing initiatives and policies of PepsiCo India in detail with particular focus on its partner relationship management.
The above-mentioned objectives can be achieved by carrying a proper and planned research involving different types and methods. The data collected to laid the foundations for the study and gave a platform for the analysis and findings which lead to the fulfillment of the objectives.
The data collected for research is primary and secondary. Primary data is collected by observation, interviews and questionnaires. While secondary data is collected from the internet through different case studies and reports on the CSD industry. Observation method was carried in East-Delhi to know the market position and market share of PepsiCo products. Interviews of people from the sales department were conducted to know the sales and distribution network and marketing policies of PepsiCo India, while questionnaire method was used to know about the customer perception of the slim diet can portfolio. Secondary data is used to know about the CSD industry and the Company i.e. PepsiCo.
The data collection and analysis paves way for the recommendation ad conclusion of the study that reveals some important findings regarding the strategy and corporate structure and strategy of PepsiCo India.