Project Report on Marketing Mix on Pepsi - baixardoc

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CONTENTS

SUBJECT PAGE NUMBER

CHAPTER-1:

A. Introduction

B. Objective

C. Scope

D. Research Methodology

- Primary Data

- Secondary Data

- Sampling Method

- Data Analysis

E. Limitation

F. CHAPTER PLANNING

G. Notes & References

----------------- Sales Promotion@PepsiCo-2009-----------------

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CHAPETER-2:

A. Introduction to Industry

B. Company Profile

CHAPTER-3:

A. Literature Review

B. Theoretical Framework

CHAPTER 4:

A. Data Analysis

CHAPTER 5: Finding `

Suggestion

Conclusion

Bibliography

Appendix - Questionnaires


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CHAPTER-1

INTRODUCTION

Marketing:

“The process of ascertaining consumer needs, converting them into a product or service

& then moving the product or service to the final consumer or user to satisfy such needs

& wants of specific customer segment or segments with emphasis on profitability,

ensuring the optimum use of resources available to the organization.”

“Marketing is so basic that it can’t be considered a separate function. It is the whole

business seems from the point of view of its final results that is from the customer’s point

of view Business success is not determined by the producer but by the customer.”

According to me marketing means, push the product to the market & pull the

customer towards the business. We can say that the main aim of the marketer is to

convert the want of the customer to the need of the customer. “Thus marketing job is to

convert societal needs into profitable opportunities. Hence, Marketing occupies an

important position in the organization of a business unit. It is one of the important line

activities of business operation. It consists of the ownership of goods. Goods are not

complete products until they are in the hands of the customer. It is the process by which

products are made available to the ultimate consumers from their point of origin. It

consists of all those activities, which are meant to ensure the flow of goods & services

from the producer to the consumer. Therefore, marketing thinking must start with a

crystallization of needs of consumer segment of which the efforts will ultimately be

aimed. In terms of needs, the product or service must be developed or improved so that

ultimately the product satisfies such needs of the consumer segment involved.

Today marketer, have to take tough decisions because today’s market place is

venomously more complex. Domestic markets, at one time safe from foreign invaders are

now the happy hunting grounds of giant global corporation as well as global niche

specialists. Major strides in technology have considerably shortened time & distance.

New products are launched & astonishing pace are available worldwide in a short time. Communicating ones media are proliferating new distribution channels & formats

keep appearing. Competitors are everywhere & hungry.


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Marketing Mix : ( 4Ps OF MARKETING)

Marketing mix is a by-product of customer oriented marketing approach. After

identifying the market & gathering the basic information about it, the next step in the

direction of market programming is to decide upon the instruments & the strategy for

meeting the needs of the customers & challenges of rival sellers.

According to W.J. Stanton, “ Marketing mix is a combination of four elements such

as product, pricing structure, distribution system & promotional activities used to satisfy

the needs of an organization’s target market & at the same time achieves its marketing

objectives. Every business enterprise has to determine its marketing-mix for the

satisfaction of the needs of the customers. Marketing mix represents a blending of

decision in four areas product, pricing, promotion & physical distribution. These

elements are inter-related, because decision in one area usually affects action in the

others.

Marketing mix is marketing manager’s instrument for the attainment of marketing

goals. It is composed of four ingredients, i.e., (i) product (ii) price (iii) promotional

activities (iv) distribution. These elements constitute the core of marketing system of a

firm. A marketing manager implements his strategies & policies through these

instruments.


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Marketing mix represents a blending of four elements namely product, price,

promotion & distribution. Determination of marketing mix is an important decision

which the marketing manager has to take. The basic purpose of marketing mix is to

satisfy the needs & wants of the customer in most effective manner. As the needs of

customers & the environmental factors change, marketing mix is also changed.

Sale Promotion:Sales promotion is one of the 5 aspects of promotional mix. (The other four parts of the

promotional mix are advertising, personal selling, direct marketing and publicity/public

relations.) Media and non-media marketing communication are employed for a

predetermined, limited time to increase consumer demand, stimulate market demand or

improve product availability. Examples:

1. Under the crown (UTC)

2. Refilling.

3. Point of purchase displays

4. Rebates etc.

Sales promotions can be directed at the customer, sales staff, or distribution channel

members (such as retailers). Businesses can target sales promotions at three different

audiences: consumers, resellers, and the company's own sales force. Sales promotion acts

as a competitive weapon by providing an extra incentive for the target audience to

purchase or support one brand over another. It is particularly effective in spurring product

trial and unplanned purchases. Most marketers believe that a given product or service has

an established perceived price or value, and they use sales promotion to change this

price-value relationship by increasing the value and/or lowering the price. Compared to

the other components of the marketing mix (advertising, publicity, and personal selling),

sales promotion usually operates on a shorter time line, uses a more rational appeal,

returns a tangible or real value, fosters an immediate sale, and contributes highly to

profitability. Activities, materials, devices, and techniques used to supplement the

advertising and marketing efforts and help coordinate the advertising with the personal

selling effort. Sweepstakes are among the best-known sales promotion tools, but other

examples include special displays, coupons, promotional discounts, contests, and gift

offers.

My subject of study is that how the company’s promotional

schemes stimulates the products demand and how the retailers response over scheme,

what nature of the outlets (i.e. seasonal &non-seasonal), how they know about

promotional scheme (i.e. through SMS, salesman, CE etc), whether the outlets prefer to


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sell RGB [Regular glass bottle], PET [plastic bottle], CAN, Acquafina mineral water,

Leher soda.

OBJECTIVE OF STUDY

To know the sales promotion tools used by PepsiCo Company.

To know about the sales promotion impacts on sale of the product of PepsiCo

Company in CTC.

To find out the best promotional tool preferred by the retailers.

To know the peak periods of sales promotion activities.

To analyze the strength & weakness of PepsiCo.

To determine the standard of sales & services & public relation.

SCOPE OF STUDY

Scope of study on PepsiCo India Ltd, the area of the study is CTC. In the duration

of study and project period, I observed that the market response of PepsiCo Product is in

good position, but sales volume is not at par. The Sales promotion policy of our company

is affected due to competitor’s Marketing strategy.

1. I prepared questioners on sales promotions to know the response of current promotion

packs given by company to retailers in the market.

2. Through this project, I will come to know that which type of promotional scheme

outlets want.

3. I can easily know how the sale promotion affects the “Annual Sales volume”.

4. We can know the percentage of exclusive and mixed outlets of PepsiCo India products.

5. We can know the nature of outlets. (i.e. Seasonal vs. Non seasonal).


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6. We can know the reaction of the outlets owners towards promotional schemes.

7. Future forecast of sale after getting sale promotion to the outlets.

Hence we can say that, a well planed & future oriented sales promotion will give a

good sales volume.

Research Methodology

The methodology used in conducting the research work on PEPSICO INDIA LTD major

emphasis on its Sale Promotion which involved the following steps:

1. Defining the problem and deciding research Objective:

1. Shortfall of the sales volume after giving huge promotional activity towards

outlets.

2. To get various information about PepsiCo Outlets.

2. Develop the Research plan:

A plan was developed how to collect the required information i.e. whom to

contact for gathering the relevant data. Data is the foundation of all research .It is

the raw material for any research functions. Therefore, it requires great care to

select the sources of data. Data or facts may be obtained from several sources.

Data sources can either be primary or secondary.

A. Primary data:Collection of primary data was conducted by visiting various retail

outlets for the preparation of the thesis report.

• Personal Interview

• Questionnaire.

B. Secondary data:The sources from which secondary data was collected:

• Press releases of the company.

• Book, Magazines and Newspaper.

• Newsletters and in-house journals.

• Websites such as:

www.pepsicoindia.com,

www.google.com,

www.youngistaan.com


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www.wikipedia.com,

3. Contact Method:

At first I directly met the retail stores & introduced myself as a MBA

student & then collected the data required for my project work such as Name of outlet,

Address, Contact person, Contact number, Type of shop, Monopoly or Mix counter,

Visicooler is given by the company or own freeze, Stock in Visi, Quantity of each brand

& at last Problems & Demands.

Respondent:

• General Store

• Betel Shop

• Hotel

• Restaurant

• Fast food centre

• Pay phone shop

• Juice centre

• Ice cream parlors

• Grocery shop

• Other shops

5. Collection of information:

The primary information was collected by face-to-face and

direct interview with the owners of outlets at the CTC. They are provided with the

relevant information regarding the profile of the company. The secondary sources of

information were various websites of the company, newspapers & magazines such as

education times and times of India etc


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6. Analyzing the data:-

The data collected was carefully analyzed.

7. Reporting and conclusions and recommendations:

This is the most vital part of the work undertaken. After collection and

analysis of data, it was recorded in form as prescribed. The major part of the report

is the findings also include charts and diagram etc, and the report also mentions

the limitations of the project undertaken. The conclusions have been drawn out of

the findings and various recommendations have been given in the end of the

report.

Limitation of the study

The major limitation of the study was that the depth study in the subject could not

be done because of limited time.

The other limitations are:

The company doesn’t declare all the data & the internal data are kept confidential.

Though every sincere & possible effort has been made to collect the data, some

retailers were uncooperative in providing the actual data.

The project is done in CTC may not represent the figure of the whole India.

Since the data collected was representative based the accuracy is questionable.

Some questions created confusion among the respondents.

The respondents were not interested to fill up the questionnaire due to lack of

interest.

The sample has taken only 20 respondents. They may not represent the whole

population.

Lack of secondary data Collection of the recent brochures, in house journals, etc

of the company was relevant to a little extent. But most of the necessary

information is not available in the company.

CHAPTER PLANNING


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In the growing global competition, the productivity of any business concern

depends upon the behavioral aspect of consumers. This topic deals with the sale

promotion of the customer on PepsiCo product, service and solution in CTC. This project

report contains 5 different chapters. The report begins with the introduction part which

gives a brief idea regarding topic of the project. In addition to the above two points it also

contains the rational of the study, objective, scope, research methodology, limitation and

last but not least notes & references of preparing this management thesis.

The second chapter discussion of the Industry Introduction to

Industry: Beverages Industry and Company Profile which Includes: brief history of

PepsiCo India, Company Profile, Mission, Milestone, Awards, PepsiCo logo & Product,

Performance with Performs, SWOT analysis PepsiCo India.

The third chapter provides a comprehensive coverage of literature review & the

theoretical approach for the project.

The fourth chapter provides a comprehensive coverage the total database of the

survey & analysis of data through graphical representation of data.

The fifth chapter deals with the findings and conclusion part which is very much

important after analysis is made.

In each of the five chapters as described above, every chapter has been scheduled

in a manner so as to enable the reader to appreciate the contents easily. The report is

supported by figures and data where ever necessary a view to assist the reader in

developing clear cut understanding of the topic.

I hope this report will be extremely useful for those it is meant. Constructive

healthy suggestions for improvements of the report will be great fully appreciated.

REFERANCE

1. Saxena, Ranjan, ‘Marketing Management’, TATA McGRAW HILL, New Delhi, Third

Edition.

2. Kotler, Philip, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha,‘Marketing

Management’, PEARSON Prentice Hall, New Delhi, Twelfth Edition.

3. Ramaswamy, V. S., S Namakumari, ‘Marketing Management’,

MACMILLAN INDIA LTD., Third Edition.


Project Report on Marketing Mix on Pepsi - baixardoc

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