PRESENTATION ON SUMMER TRAINING PROJECT

Title-Chilled and Warm Stock Share Analysis of PEPSICO and COCA-COLA in Beverages Lumbini Beverages Pvt. Ltd. Hajipur (Patna)

Presented By-Pawan Kumar Batch- 2010-12 PGDM, 3RD Sem. Institute Of Productivity & Management, Meerut

INTRODUCTION
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Beverage is a liquid which is specifically prepared for human consumption Alcoholic beverages, Non-alcoholic beverages soft-drinks, fruit juice, hot beverages and water comes under this category Beverage industry is fast growing industry Beverage industry is moving toward more health conscious consumer Major two MNC,S in this industry is PepsiCo and Coca-Cola Beverage market has still to achieve greater penetration and also a wide spread of distribution

COMPANY PROFILE
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Founded June 8, 1965 Headquarters- Purchase, Harrison, Newyork Key People- Indra Nooyi (Chairman and CEO) Industry type- Both Food and Beverages Area served- Worldwide PepsiCo India was established in 1989

Lumbini Beverages Pvt. Ltd.

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Situated at Industrial area, Hajipur in Vaishali district of Bihar Established in year 1997 It is one of the Pepsi Foods bottling Plants in Bihar Name of director/Occupier-Mr. Ravi Khilani Name of CEO- Mr. G.P. Singh Capacity-1500 bottles Per Minute Nature Of Product- Soft drink, Pepsi, Mirinda, Slice, Soda, Aquafina No. of Employes-150+150(max.)seasonal labors any day in season

Product Profile Of PepsiCo India In Beverages

1. Pepsi 4. Dew 7.Nimbus

2. 7UP 5.Slice 8.Aquafina

3.Mirinda 6.Lehar Soda 9.Tropicana

COMPETITOR

COCA-COLA

1. Thums Up 4. Maaza 7. Minute Maid

2. Coke 5. Fanta 8. Kinley

3. Sprite 6. Limca

OBJECTIVES
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To know the Market Beverages

Share of Pepsi and Coke in

To know Promotional Tools applied by Pepsi and Coke at outlets To Know the different channels of distribution of Pepsi and Coke in Beverages To know the consumer choices regarding beverages of Pepsi and Coke To ascertain Competitors the strengths and weaknesses of

RESEARCH METHODLOGY
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Descriptive research -to find out survey Objectives Sampling Method- Probability Sampling (Convenient Sampling) Data Collection Instrument- 1. Questionnaire(well Prepared Structured Data collection format in which tables were used to collect Primary data) 2. Observation Sample Area- Patel Nagar, Shastri Nagar, Punai Chak and Rajwansi Nagar of Patna(Bihar) Sample Size- 90 Outlets Data Collection Period- 20th May 2011 to 15th of June 2011

WORK ASSIGNED
>Work assigned was divided in to two parts1. Collection of data regarding Retailers shop name, channels of distribution, address, availability of chilling equipments and their size, signage and numbers of crates of Pepsi and Coca-cola 2. Collection of data regarding total SKU,S of both chilled and warm stocks of Pepsi and Coca-Cola in beverages

DATA ANALYSIS
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Percentage share of different types of outlets12 10 8 6 4 2 0

Percentage share of Visi-cooler of Pepsi and CocaCola-

Percentage share of dealer board(Signage) of Pepsi and Coca-Cola-

Percentage share of crates of Pepsi and Coca-Cola-

Average No. of total crates of Pepsi and Coca-Cola-

Percentage share of Chilled SKU,S of Pepsi and Coca-Cola-

Average No. of Total Chilled SKUS of Pepsi and CocaCola-

Percentage share of Total Warm SKUS of PepsiCo and Coca-Cola-

Average No. of total warm SKUS of Pepsi and Coca-Cola-

Percentage share of Chilled stock of PepsiCo and Coca-Cola in a Single Serve Consumption12 10 8 6 4 2 0

Percentage share of chilled stock of PepsiCo and Coca-Cola in a On the Go Consumption12 10 8 6 4 2 0

Percentage share of Chilled stocks of PepsiCo and CocaCola in a Multi-Serve Consumption12 10 8 6 4 2 0

FINDINGS
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In channels of distributions majority were of Grocery Majority of retailers have visi-cooler of Coca-Cola Majority of outlets have dealer board of Coca-cola Majority of outlets have Crates of Coca-Cola , but average was 7crates of Pepsi out of 23 Pepsi Outlets and 8 crates of Coca-Cola out of 72 coke outlets Out of total outlets of 90, average chilled SKU,S was 8 of Pepsi out of 23 Pepsi Outlets and 10 of Coca-Cola out of 72 outlets of Coca-Cola Out of total outlets of 90, average warm SKU,S was 6 of both Pepsi and Coca-Cola out of 23 outlets of Pepsi and 72 outlets of Coca-Cola Out of total outlets of 90, majority of share were enjoyed by ThumsUp, Sprite, and Maaza in single , On the go, and Multiserve consumption both in chilled and warm stock of beverages. Percentage share of Pepsi, Mirinda, 7up, Dew, and Slice was less than 10% in single, on the Go and Multiserve consumption of both in chilled and warm stock of beverages indicating minority in total share of stocks.

RECOMMENDATIONS
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A complain Register should be provided by the company to every distributor in every route so that, retailers/customers can write their problems. The complain register should be checked by consumer executive and depot in charge at time to time. Now a day with the introduction of tetra packs such as fruity, Tree Top etc. So Company should think of introducing such packs of its various brands of beverages. Coke is the only competitor of Pepsi. So company should try to keep every information about Coke i.e. prices scheme, promotion policy , delivery etc. it will help in Decision making related with sales and marketing The company should provide shopkeepers at their request visi-cooler to its dealers,

The company should provide its retailers the billboards for advertisement/ sales promotion. The company should take certain measures to improve its delivery service. It should be Fast, timely and at regular intervals

LIMITATIONS
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It was Not possible to understand thoroughly different marketing aspect of beverages in a span of two months The survey was conducted in the peak season when the sale was too high by this I could not get the appropriate result All the work was limited in Patna area, so the finding could not be generalized Shortage of time factor was one of the biggest constraints Most stress was given on the primary data as it was difficult to collect secondary data from the organization and distribution All the observation and recommendation was made on the feed- back obtained from survey and the Observation made by me so there might be possibility of some hidden potential data remaining untapped Sample size was small to cover the topic of survey

CONCLUSIONS
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The whole analysis shows that there are only two companies dominating in the beverages market Pepsi and coca-cola. Coca-cola has invested more in the market. Distribution of Visicoolers and display of glow sign board but then also Pepsi give him very tuff competition. Most of the dealers want glow signboard and equipments, which they are asking for long time. chilling

Due to high demand, there is crisis in the market for both Pepsi and Coke during Peak Season Mainly in the month of May and June. Pepsi has the entire flavor i.e. Cola, Leman, Orange, Mango in the market but its market share in Patna is comparatively lower than Coke due to irregularity in its supply, faults in its service and delivery. The big retailers of Pepsi do not maintain the purity in the Visicooler and dictate their own terms and conditions.