Impact of tv advertisement of pepsi company mba marketing project report

Impact of TV advertisement

EXECUTIVE SUMMERY

This project report is on the “Impact of advertisement (Pepsi TV promo add)”on

retailer to know about the awareness about the advertisement. The project was

carried in Mysore with sample size of 200 retailers.

There are two variables dependent and independent variables:

Dependent variable: Sales is dependent variable because when advertised properly

the consumers are induced. Awareness is also related to sales because if the retailers

are aware of the advertisement they can confront about the benefits to the

consumers.

Independent variable: Here independent variable is advertisement.

Therefore the project is done to check the awareness level of the advertisement

among the retailers.

BABASAB PATIL MARKETING PROJECT REPORT MBA 1


INTRODUCTION

The project was started from May 15th to July 15th 2006 for Pepsi Co

India. It was done in Mysore.

The project was carried out due to the criteria of the university after the

completion of M.B.A. second semester.

The main objective of this in-plant training was to get an exposure to the

working environment in an organization. This was an opportunity for us to

relate concepts learnt by us to the practical application in the organization.

This in-plant training provided us in interacting with the highly experienced

managers and to improve our practical knowledge.


ABOUT THE PLACE WHERE THE PROJECT WAS DONE

Mysore city is at 770m above sea level and 140 kms from Bangalore. It is

also known as the City of Palaces, Mysore retains a quaint charm that never fails to

enchant. It is situated in the southern part of the Deccan Plateau. From ancient

times, this district has played a significant role in the history of South India.

Mysore District is a popular tourist destination, offering several attractions

ranging from the royal Splendour of Mysore City and its fabulous Dasara Festival

to exquisite temples, pilgrimage Centers and scenic spots.

Mysore today, is a pleasant city with an old world charm, contributed by its

broad shady avenues, well laid out gardens, fine buildings and a salubrious climate.



STATEMENT OF THE PROBLEM

UNAWARENESS OF THE PEPSI T.V. AD. PROMO. AMONGST

THE RETAILERS



PURPOSE OF THE STUDY

1. TO INCREASE THE AWARNESS LEVEL AMONGST THE

RETAILERS ABOUT THE PEPSI T.V.AD.PROMO.

2. TO KNOW IF DISPLAY COULD DRIVE THE SALES.

3. TO KNOW WHO ARE THE CUSTOMERS FOR 2 LITRE BOTTLES



SCOPE OF THE STUDY

The scope of the study is to understand:

1) The Pepsi markets share in Mysore.

2) Awareness level about Pepsi T. V. ad. Promo amongst the retailers.


LIMITATIONS OF THE STUDY

1) Due to time constraints the study is restricted only to the retailers and not of

consumers.

2) Amongst the retailers only the following are considered:

a. A & B Class bakeries

b. Supermarkets

c. Few provision stores

3) The coverage of objective of study is limited to the extent of

information given by the company.

Inspite of all above-mentioned limitations, every effort has been made

effectively and report is prepared to best of my knowledge.



OBJECTIVE OF THE STUDY

The objective is to check the awareness of Pepsi T. V. ad. Promo among the retailers

/ traders.

This was done considering the following,

1) Usually the retailers will be in their shops or on business.

2) They were confused about the ad. I.e. they were thinking that there is Pepsi

Channel to be launched.

3) The ad. created hype in the minds that Pepsi is going to come out with the

new T. V. known as Pepsi T. V.

4) Many retailers were unknown about the benefits to be given to the

consumers.

Therefore, as the retailers are the means foe sales they should be

confronted about the advertisement and the benefits to be given to the

consumers.



CHAPTER - II



ORGANISATION PROFILE

HISTORY

Donald M. Kendall, President and Chief Executive Officer of Pepsi-Cola and

Herman W. Lay, Chairman and Chief Executive Officer of Frito-Lay found

PepsiCo, Inc., through the merger of the two companies. Caleb Bradham, a New

Bern, N.C. pharmacist, created pepsi-Cola in the late 1890s. Frito-Lay, Inc. was

formed by the 1961 merger of the Frito Company, founded by Elmer Doolin in

1932, and the H. W. Lay Company, founded by Herman W.Lay, also in 1932.

Herman Lay is chairman of the Board of Directors of the new company; Donald

M. Kendall is president and chief executive officer.

Pepsi-Cola began selling its products outside the United States and Canada in the

mid-1930s, opening in the United Kingdom in 1936. Operations grew rapidly

beginning in the 1950s. Today, PepsiCo beverages are available in more than 170

countries and territories. Brands include Aquafina, Gatorade and Tropicana.

The new company reports sales of $510 million and has 19,000 employees.



CORPORATE PROFILE

PepsiCo is the world leader in convenient food and beverages with 2005

revenues of more than dollar 32 billion and more than 157000 employees.

The company consists of Frito-Lay North America, PepsiCo Beverages

North America, PepsiCo International and Quaker Foods North America.

PepsiCo brands are available in nearly 200 countries and territories and generate

sales at the retail level of about $85 billion.

Many of PepsiCo's brand names are more than 100-years-old, but the

corporation is relatively young. PepsiCo was founded in 1965 through the

merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998 and

PepsiCo merged with the Quaker Oats Company, including Gatorade, in 2001.

PepsiCo offers product choices to meet a broad variety of needs and preference

-- from fun-for-you items to product choices that contribute to healthier

lifestyles.

PepsiCo owns some of the world's most popular brands, including Pepsi-Cola,

Mountain Dew, Diet Pepsi, Lay's, Doritos, Tropicana, Gatorade, and Quaker. Our

brands are available worldwide through a variety of go-to-market systems,

including direct store delivery (DSD), broker-warehouse, and food service and

vending.



PEPSI IN INDIA

Pepsi gained entry to India in 1988 by creating a joint venture with the Punjab

Government-owned Punjab Agro Industrial Corporation (PAIC) and Voltas

India Limited. This joint venture marketed and sold Lehar Pepsi until 1991

when the use of foreign brands was allowed; Pepsi bought out its partners and

ended the joint venture in 1994. The brand was trademarked on June 16, 1903,

though the drink was first made in 1898, by pharmacist Caleb Bradham.



PEPSI BRANDS AVAILABLE IN INDIA

1. PEPSI

2. PEPSI CAFÉ CHINO

3. DIET PEPSI

4. 7 UP

5. MIRINDA

6. SLICE

7. MOUNTAIN DEW

8. AQUIFINA

9. LEHAR SODA



Product Profile

The price of the product two liters Pepsi pet

bottle is Rs. 45/- sales price

Rs. 42.85 ps retailers price

Contents

Sweetened

Carbonated water

No Fruit juice

Sugar

Buffering agents

Contains added flavours

1 case contains 9 bottles


PEPSI CO’s MISSION

PepsiCo’s mission is “To be the world's premier consumer Products Company

focused on convenient foods and beverages. We seek to produce healthy

financial rewards to investors as we provide opportunities for growth and

enrichment to our employees, our business partners and the communities in

which we operate. And in everything we do, we strive for honesty, fairness and

integrity.”



Corporate Citizenship

At PepsiCo, we believe that as a corporate citizen, we have a responsibility to

contribute to the quality of life in our communities. This philosophy is expressed

in our sustainability vision which states: “PepsiCo’s responsibility is to

continually improve all aspects of the world in which we operate – environment,

social, economic -- creating a better tomorrow than today.”

Our vision is put into action through programs and a focus on environmental

stewardship, activities to benefit society, and a commitment to build

shareholder value by making PepsiCo a truly sustainable company.



Executive Office PepsiCo, Inc.

700 Anderson Hill Road

Purchase, NY 10577

(914) 253-2000

PepsiCo Headquarters

PepsiCo World Headquarters is located in Purchase, New York, approximately

45 minutes from New York City. Edward Durrell Stone, one of America’s

foremost architects, designed the seven-building headquarters complex. The

building occupies 10 acres of a 144-acre complex that includes the Donald M.

Kendall Sculpture Gardens, a world- acclaimed sculpture collection in a garden

setting.


Divisions

The company reports their operating results as follows, by divisions:

• Frito-Lay North America (FLNA)

• PepsiCo Beverages North America (PBNA)

• Quaker Foods North America (QFNA)

• PepsiCo International (PI)

PEPSICO REPORTING STRUCTURE

PEPSICO

FLNA PBNA QFNA PI

PEPSI CO’s COMMITMENT



“Diversity isn’t just the right thing to do. It’s the right thing to do for our business,

and we are committed to making diversity and inclusion a way of life at PepsiCo.

In our business, understanding different cultures is a major advantage. In fact,

we view diversity as a key to our future. Our brands appeal to an extraordinarily

diverse array of customers. And they are sold by an equally diverse group of

retailers.

To truly understand the needs of our customers and consumers -- and succeed

in the marketplace -- PepsiCo must reflect that diversity in our employees, our

suppliers and in everything we do.

Offering a workplace where diversity is valued helps us build the top-quality

workforce so crucial to our success -- by enabling us to attract and retain great

people from a wide spectrum of backgrounds.”



Community

PepsiCo committed to celebrating and supporting diversity in its community

through its corporate giving and community programs. PepsiCo gives to the

community through the PepsiCo Foundation, the PepsiCo Community Affairs

Department and PepsiCo divisions. The PepsiCo Foundation and its operating

divisions gave grants to more than 1,000 community organizations, of which a

significant portion were organizations championing diversity. It also support

organizations through gifts in-kind, such as product, premiums, printing,

meeting arrangements, equipment donations, and support of events,

conventions, journals and meetings.



Customers

PepsiCo is committed to marketing its products to all groups, treating all

customers with respect, sensitivity and fairness, while providing some of the

greatest products on earth. Early in its history -- as far back as the 1940s -- Pepsi-

Cola recognized the importance of diversity. Pepsi pioneered targeted marketing

and national lifestyle advertising featuring minorities. It developed education and

sports programs spotlighting minorities. PepsiCo partnered with many groups to

create programs that contribute to minority communities. It sponsored major

music tours by entertainers such as Tina Turner. PepsiCo support minority

media and interests. Over the years, its success has been recognized with

numerous awards. Most importantly, its products are purchased and enjoyed by

all groups of consumers.



Shareholders

PepsiCo (symbol: PEP) shares are traded principally on the New York Stock

Exchange in the United States. The company is also listed on the Amsterdam,

Chicago, Swiss and Tokyo stock exchanges. PepsiCo has consistently paid cash

dividends since the corporation was founded.



Sustainability vision

“PepsiCo responsibility is to continuously improve all the aspects of the world in

which they are operating i.e. that is environment social and economical with an

intension of creating better tomorrow than today”.

This is the core part of the vision.


ENVORONMENTAL POLICY

1. PepsiCo complies with applicable legal and regulatory requirements and

companies standards and conduct regular audits to verify compliance

2. PepsiCo annually review companies performance in implementing the

policy

3. PepsiCo reviews policy periodically and updates as needed.

4. It considers potential environmental impacts in daily decision making

process

5. Pepsi co applies sound environmental management practices.

6. Pepsi encourages conservation of natural resources, recycling and

pollution control to ensure cleaner air and water

7. Pepsi co monitors emerging issues and keep abreast of regulatory

changes technological innovation and stakeholders interest.

8. PepsiCo works with licensed bottlers suppliers and customers top reduce

environmental impacts on its product throughout their life cycle

As the part of their environmental policy Pepsi Co India has

1. Donated generously to the Tsunami victims.

2. The company has also developed a Teppada village NH-4 Begur

surrounding Nelamangala Plant and the company has also been providing

free water to this village.



PEPSI CO’s SALES VISION:

To build an exceptional customer focused sales team, which will consistently

exceed customer expectations by delivering executional excellence in the market

place through best selling systems and process.



HONOURS FOR 2006

• PepsiCo named winner of the best-integrated marketing campaign during

the Globes Awards sponsored by the Marketing Agencies Association

(MAA) Worldwide. Pepsi Wins Award for Indian Cricket World Cup

Campaign by Marketing Agencies Association Worldwide.

• PepsiCo Recognized as one of the "20 Most Influential Multi-Nationals in

China." by China Business News.

• Institutional Investor Releases 'Best CEOs' list; Reinemund Tops Beverage

Leaders.

• Chinese College Students Name Pepsi Among Top Ten Brands.

• Fortune Magazine calls PepsiCo "one of the best run companies in the

country.”

• PepsiCo Wins Sam’s Club ‘Supplier of the Year’ Award.

• Institutional Investor Identifies PepsiCo as one of America’s Most

Shareholder-Friendly Companies.

• PepsiCo Ranks as 15th Most-Admired Company on Fortune's List of the

Top 20.

• Gatorade Mexico Named Wal-Mex 'Supplier of the Year'.

• PepsiCo Officially Observes $100 Billion Market Cap Milestone.



Distributional Channel of PepsiCo India (COBO’s)

FACTORY

DISTRIBUTORS

RETAILERS

CONSUMERS



ORGANISATIONAL CHART OF PEPSICO INDIA

BUGM (CEO)

ED

SOMU WOMU COMU NOMU EOMU

(MUM) (MUM) (MUM) (MUM) (MUM)


BUSINESS UNIT GENERAL MANAGER (BUGM): Mr. RAJEEV BAKSHI

EXECUTIVE DIRECTOR (ED): Mr. TANMYA VATS

SOUTH OPERATIONS MARKET UNIT (SOMU):

WEST OPERATIONS MARKET UNIT (WOMU):

CENTRAL OPERATIONS MARKET UNIT (COMU):

NORTH OPERATIONS MARKET UNIT (NOMU):

EAST OPERATIONS MARKET UNIT (EOMU):

MARKET UNIT MANAGER (MUM):

THE MUM FOR SOMU: - Mr. VENKATSHANKAR

Note:

• Each market unit has a manager called as Market Unit Manager (MUM).

• Represents flow of Authority.



SOUTH OPERATIONS MARKET UNIT (SOMU)

SOMU

CHENNAI MADURAI KARNATAKA

(UM) (UM) (UM)



The South operations Market Unit is divided into three parts they are

1) Chennai

2) Madurai

3) Karnataka

Each unit has a Unit Manager, which is also called as the Vice

President.

These Unit Managers report to their respective Market unit Manager (MUM)

Mr. Venkatshankar

KARNATAKA UNIT



∗ LMP

UNIT MANAGER (UM)

(Mr. JAYA CHANDRAN)

TDM TDM TDM

ADC ADC ADC

MDC

CE’s CE’s CE’s



For Karnataka Unit there are: -

• 1Line plant manager

• 1 Unit Manager

• 3 Territory Development Managers (TDM’s)

• 3 Accounts Development Manager (ADC’s)

• 1 Market Development Manager (MDC) and

• Customer Executives (CE’s)

∗Is the Unit Manager / Vice president has Sales as well Operational power then

he reports to Line Plant Manager as well as the respective Market Unit Manager

but if the Unit Manager has only sales power then he has to report to the Line Plant

Manager who in turn reports to the Market Unit Manager.



DIVISION OF KARNATAKA UNIT

The entire Karnataka unit is been divided into 3 territories and accordingly one

Territory Development Manager is been assigned to each territory: -

1) Up Country – it refers to the places outside Bangalore i.e. Mysore,

Mangalore, Tumkur, Ramnagar, Kolar etc.

2) Kormangala

3) Yeshwantpura


FUNCTIONS OF ACCOUNTS DEVELOPMENTCO-ORDINATOR (ADC):

The function of ADC is developing the new accounts i.e. adding up new

retailers to the existing market list.

He is concerned with sales department only.

FUNCTIONS OF MARKET DEVELOPMENT CO-ORDINATOR (MDC):

The function of MDC is to develop new market.

He purely undertakes marketing activities.

Note: -

The ADC and the MDC are only the supportive functions between the TDMs and

CEs.

Together with the TDM the Karnataka Unit also has a MDM Mr. ABDUL ASHIQ

The TDM takes care of sales activities in its region and the MDM is concerned with

marketing functions.


PLANT DETAILS

PLANT

ACCOUNTS LOGISTICS QUALITY CONTROL

The plant is divided into three departments,

1) ACOUNTS

2) LOGISTICS

3) QUALITY CONTROL


1) ACCOUNTS: - This is one the big department which consists of the

financial operations of the company. It consists of maintenance of

accounts, the provision given to the retailers for the promotion

activities carried on by them. This department also deals with the

provision of coolers and any complaints with regard to it and other

financial requirements of the company.

2) LOGISTICS: - This department is concerned with transportation of

the products (bottles) to the distributors.

3) QUALITY CONTROL: - This department/unit takes care that the

product released are of standard quality according to the companies

norms provided

TYPES OF OPERATIONS UNDERTAKEN BY THE COMPANY: -



Pepsi India Holdings, the intermix of company-owned bottling operations

(COBOs) and franchisee owned bottling operations (FOBOs) within the market

units will help in providing a senior resources pool of line and staff managers,

impact both COBOs and FOBOs, and enable transference of best practices both

ways.

The company undertakes two types of operations they are:-

1) Company Owned Bottling Operations (COBO)

2) Franchise Owned Bottling Operations (FOBO)

1) Company Owned Bottling Operations (COBO): COBO refers to the

operations directly carried by the company. There are Three

COBOs in South India, they are in Chennai, Madurai and in

Karnataka . These COBOs have to work under the guidelines by the

PepsiCo New York.

2) Franchise Owned Bottling Operations (FOBO) : FOBO refers to the

operations carried by the franchise .

Contd…………


COBOs/FOBOs organizations cut across disparate territories and

helped in building a substantial distribution network. The organization

structure in the market units is being reconfigured to reflect geographic

continuity and tap new market opportunities.

The objective of the exercise is to increase distribution of the company's

products, gain greater flexibility to leverage resources and share best practices.



DISTRIBUTORS IN MYSORE

There are six distributors in Mysore they are,

1. Blue star marketing.

2. Sahara Enterprise.

3. Tippu Taj

4. Renuka

5. N. S. Enterprise

6. S. D. Enterprise



Among the six distributors three are working over 50,000 AOP and three are

below 50.000 AOP.

Note:-

• The unit 50,000 is in cases

• AOP is the Annual Sales Target to be achieved by each Distributor.

The following are the distributors who are classified under and below AOP.

OVER 50,000 AOP BELOW 50,000 AOP

BLUE STAR MARKETING SAHARA

TIPPU TAJ RENUKA

N.S. S. D.



NUMBER OF UNITS POSSESED BY EACH DISTRIBUTOR.

1. Blue star marketing - 4 UNITS

2. Sahara Enterprise - 2 UNITS

3. Tippu Taj - 4 UNITS

4. Renuka - 2 UNITS

5. N. S. Enterprise - 3 UNITS

6. S. D. Enterprise - 2 UNITS

Units refer to the vehicles in which the products are delivered.



Factors influencing the assignment of areas to distributors salesman

1. An average number of outlets the sales man can effectively work on. A

sales man can handle 40 outlets on an average effectively.

2. Depending on the frequency of a particular route. The distributors

follow two types of frequencies they are,

• Daily

• Alternate days.

EIGHT IMPORTANT STEPS:


The following are the 8 important steps followed by the customer executives
(C.E.s):

1.PREPARATION

2.WISHING CUSTOMERS

3.SHOP INSPECTION

4.CHECKING FOR THE STOCKS WHICH ARE TO BE PLACED

5.INFORMING THE RETAILER ABOUT THE STOCKS WHICH ARE TO BE

PLACED.

6.EXECUTION OF THE ORDERS.

7.RE-EXAMINATION.

8.CONVINCING SKILLS.



ADVERTISEMENT

Advertisement plays a very important role in marketing or sales of

product. Advertisement must be meaningful and clearly understood they should

convey the message in a unique way. It means that there should be creativity, which

should make it different from other advertisements.

It should be made taking into consideration the country in which

they are telecasting because an Indian may not understand an American ad. It is so

because perception and attitude differs

The cost is too high but it a means of mass communication.

It must be seen that showing ads at wrong time is waste of capital/money. The time

has to be studied at what time the televisions of mass people will be switched on.



ABOUT PEPSI T. V.



In this ad SRK orders Cable guy that he wants channel when they ask which he

says Pepsi TV they say there is nothing like Pepsi TV then suddenly Pepsi truck

comes and then Priyanka Chopra and Kareena Kapoor comes out and ask him that

does he want Pepsi TV he says yes and tells them where the TV is then it says to be

continued…

After several weeks of suspense, while you kept on wondering on which

channel your cable guy will fix your Pepsi TV,he last part of the TV ads revealed

that “When you drink Pepsi while watching TV, it is called Pepsi TV”

"It basically means... whenever you are watching television, you must have

the cola in your hand. That's how the soft drink is being positioned in the market

through this ad."

The ad, made at an estimated budget of Rs.3.5 million, was shot by Shah

Rukh's buddy Farah Khan and produced by his company Red Chillies

Entertainment.



PURPOSE OF THE ADVERTISEMENT

The purpose of this ad is to build on an occasion led program that is,

supplementing occasions with Pepsi consumption - at home, family drink, and

working the consumer behavior element of "consuming drinks during watching

TV" - high-involvement attribute. It might take it forward to occasion-specific

advertising, subsequently.



SAMPLING

The sample size used for the survey is 200 retailers. It includes,

1. BAKERIES (A and B class)

2. SUPER MARKETS

3. FEW PROVISION STORES

This sample size was identified because they were the means of reaching
consumers.

Sampling frame:

It was the route planner provided by the company.

Sampling method:

Judgment sample method was used which is type of Non probability sample. It

refers to a sampling method in which chance selection procedures are not used.

Judgment sample refers to the one in which there is an attempt to draw a

representative sample of the population using Judgmental selection procedure.



Research Design

The Research design was divided into two parts they are

1. Survey

2. Implementation

The six days of the week were divided as three days for survey and three

days for implementation.

Survey: As per the route planner provided by the company the survey

was conducted through questionnaire and found out that the many of the

retailers were unaware of the Pepsi t. v. ad. Promo.

Therefore the survey helped the retailers to get the details about the benefits

to be given to the consumers as well the benefits to be availed by the

distributors. The detail about the benefits is attached on the next page.

During the survey we found out that there are three types of outlets selling

cold drinks they are,

• PEPSI MONOPOLY

• CCX MONOPOLY

• MIXED



Implementation: After the survey implementation was carried out. In this

procedure the orders were taken and seen to it the distributors place them

and if there are any queries regarding the benefits they were sorted or

cleared.

Also it was seen that every outlet we have surveyed have properly

display of Pepsi Products.

DATA COLLECTION METHOD: SURVEY

DATA COLLECTION TECHNIQUE: QUESTIONAIRE



FINDINGS AND RESULTS


FINDINGS

GRAPH SHOWING THE NUMBER OF RESPONDENTS AWARE OF THE

BENEFITS TO BE GIVEN TIO THE CUSTOMERS AS WELL THE BENEFITS TO

BE AVAILED BY THE DISRIBUTORS

140

120
120

100
Number Of Outlets

80
80

60

40

20

0
AWARE UNAWARE
Respondants

CHART 1

Explaination



Chart 1 clearly shows that

• 80 outlets were aware of the benefits of the Pepsi T.V. ad promo.

• 120 were unaware of the benefits of the Pepsi T.V. ad promo

The reason behind the unawareness is that, usually the traders will be on

business or in their outlets. Therefore during our surveys we gave them the clear

picture of Pepsi T.V. ad. Promo. And explained about the benefit.



CHART SHOWING THE
CONSUMERS FOR 2 LTR PEPSI
BOTTLE

120

99
100 93
UNITS IN NUMBERS

80

60

40

20

0
0
PARTY HOUSE MIXED
GOERS HOLD
CONSUMERS

CHART 2



EXPLANATION

Chart 2

1. Clearly shows the consumers for 2 ltr Pepsi 2 ltr bottles.

X axis Pepsi 2 ltr bottle consumers

Y axis indicate the units in numbers

2. In majority of the outlets I surveyed it was found that the

consumers/customers were usually households and party goers.

Therefore, relating the Pepsi and TV channel is a good concept.



RESULTS



SALES CHART FROM MARCH TO
JUNE

700

600 585
562

501
500

400
SALES

300

190
200

100

0
MARCH APRIL MAY JUNE
MONTHS

CHART 3



EXPLAINATION

Chart 3 shows the number of cases sold before and during my project.

The figures indicate the number of cases sold from March to June and each

case consist of nine bottles.

When we look at the chart2 we get a clear picture of sales raising in the

month of May (585 cases) compared to the sales figure of March (562 cases)

and April (501 cases).

There was a drastic fall in the month of June (190 cases) as the

monsoon already hit Mysore in the first week of June.

The sales figure of July was not available as my project completed

in the mid of July and the sales results/figures will be available only at the end

of the month.



CALCULATION OF PERCENTAGE INCREASE IN SALES

The two months taken for comparison are April and May

April – Before the project was done

May – Project Month

June is not taken for comparison because monsoon hit Mysore in first

week itself.

APRIL MAY % Increase

2 litre 501 585 7.73

Working:-

When:

Total sales 1086 (501 + 585)

Incremental sales 84 (585-501)

Therefore, for 100 cases

Incremental sales will be= 100 x 84 =7.73%

1086



DISCUSSION

During the survey I found the following when discussed with the

retailers

1. Consumer involvement

2. Generating curiosity and a buzz (though it has turned out to be an

anti-climax)

3. It may actually succeed in product usage because most of the

TG( i.e. youngsters) watch a lot of television and definitely

consuming Pepsi at the same time will just add to the experience.

4. It chose Priyanka chopra and kareena Kapoor who are

unarguably the most happening young actresses and have a great

appeal in the youngsters.



SUGGESTIONS

1. Workshop for retailers: - Workshop should be conducted in

such a place of a locality where in it is easy for the retailers to

attend and get the necessary information of the new suspense ads

in future. It should also be taken into consideration that there is

minimum investment of time in this workshop because the

retailers will think that it is wastage of time. This will be the

motivating factor for the retailers because they will think that

the company is showing interest in helping them to increase their

sales. This in turn will help the company increasing its sales.

Therefore the company should take necessary steps in

organizing the workshops.

2. Print Media: - Print Media plays an important role after

electronic media, because in the electronic media advertisements

will be of hardly one minute and may not convey the full details.

Pamphlets should be used as well as newspapers


3. 9+1 OFFER: - Offering of 9 + 1 scheme to retailers so that they

will be induced to purchase more cases and can push our product

to the consumers instead of other Brands.

This offer will be helpful to convert mixed outlets to Pepsi

monopoly.



COST OF THE WORKSHOP AND PRINT MEDIA

WORKSHOP: -

The cost of workshop will be high therefore to reduce this the company people can

actively participate instead of hiring outside people.

PRINT MEDIA: -

The cost of print media will be less and it is a means of mass communication.


ACHIEVEMENTS IN THE FORM OF LEADS

Name of the outlet Location
1.Mega Bakery and sweets N. R. Mohalla
2. Karnataka Bakery Shantinagar
3. New Sri Krishna Bakery New Kantharaja Urs Road
4. Hassan Iyengars bakery Gokulam 3rd Stage
5.Vinayaka stores Vinayaka Nagar
6. Sweet Palace Jayalakshmipuram
7. Trupti Bakery and Cool Points Vagdevi Nagar
8. Sri Sudarshan Iyengar Bakery New Kantharaja Urs Road
9.Sri Ranga Iyengar Bakery T .K. Layout
10. Sri Ragavendra Iyengars Bakery Gokulam Main Road



CHAPTER - IV



QUESTIONNAIRE

1) NAME :

2) ADDRESS:

3) Do you know about Pepsi TV?

YES No

4) What kind fob customers are walking in for 2 ltr Pepsi Bottles?

Household

Partygoers

5) Do you know about the benefits that you get on pet bottles?

YES No

6) Do you think display will drive your sales?

YES No

COMMENTS



BIBLOGRAPHY

The information needed to complete this project was directly from,

EXTERNAL GUIDES: - Mr. RAVINDRA PAI
ADC PepsiCo INDIA

Mr. SASANK
C.E. PepsiCo INDIA (MYSORE)

WEBSITE: - www.pepsico.com


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