BRAND POSITIONING OF SLICE

Submitted By
VISHAWAS WADE
ROLL NO:
SPECIALIZATION: MARKETING

WELINGKAR INSTITUTE OF MANAGEMENT STUDIES, 2010

DECLARATION

This Project report entitled, “Brand positioning of SLICE”, is our

Original work for submission to Mr. M.J. Faridi, (TDM Saharanpur)

Date:

Place:

VISHWAS WADE

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 Preface

Modern organizations are highly complex and dynamic systems. They operate under very
turbulent social economic and political environment. They are required to reconcile several
incompatible goals. Conflicting rods and divergent interests. They are also fraught with use risk
and uncertainties hence tactful management of such organization to plan execute, guide,
coordinate and control the performance people to achieve predetermine goal. Management has to
keep the organization vibrant moving and in equilibrium it has to achieve goals which
themselves are changing it is therefore a problem highly complex and ticklish. To tackle these
problems, information plays an important role. Marketing research is the appropriate tool to get
most useful information about the market. This information will asset to acquire and analysis
information and to make suggestions to management as to how marketing problems should be
solved.

The marketing research is the process which links to manufactures, dealers and individuals
through information an important part of curriculum of MBA programme is the project taken by
student in any business organization. After completion of II semester of the program. The
objective of this project is to enable the student to understand the application of academies in the
real business life. I am fully confident that this project will be extremely useful for the
management.

Date: - VISHWAS WADE

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 Acknowledgement

I express my heartiest gratitude to Mr. M.J. Faridi (TDM Saharanpur), VARUN

BEVERAGES LIMITED who gave me an opportunity to do my summer training in this
organization and help me to show and learn intricacies of business in better way.

I also take this opportunity to thanks Mr. Ajay Dabral (CE Saharanpur), VARUN
BEVERAGES LIMITED under whose guidance I completed this project.

It would not be out of place to show my gratitude to Mr. KALYAN KUMAR Project Guide
without whose guidance this project wouldn’t have been possible.

- VISHWAS WADE

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 Index

Sr. No. Content Page No.

1 Introduction to brand

2 Introduction to brand positioning

3 Case Study on positioning of slice

4 Problem undertaken

5 Objectives

6 Research methodology

7 Observations

8 Analysis

9 Conclusions

10 Suggestion & Recommendations

11 Limitations

12 Futures Direction on research

13 Bibliography

14 Annexure

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 EXECUTIVE SUMMARY

PEPSI is the world leader the convenient foods and beverages with the revenue of about $27
billion and over 147000 employees. The companies consist of the snack business of Frito lay
NORTH AMERCIA and the beverages and their food businesses of PEPSI beverages and foods,
which includes PepsiCo beverages NORTH AMERCIA. PepsiCo brand are available in nearly
2000countries and territories.

In INDIA, the company has an extremely positive outlook. Outside northamercia to of our largest
and fast growing business after INDIA and CHINA, which include more than the worlds
population? Faced with the existing policy framework at the time, the company entered the
INDIAN market through the joint venture with Volta’s and Punjab agro industries with the
introduction of the liberalization polices since 1991, PEPSI took control of its operation.

The project report was carried on the topic “BRAND POSITIONING OF SLICE” in the category
of juice based drinks. There was the stiff competition in the field of juice based product in the
market. For analyzing the position of slice and the awareness of slice among the consumer, we
have to conducted survey. The research process design was conclusive and statically in nature
which would enable the company to the rational decision. The sample size taken was very large
consisted of 300 outlets and 700 consumers. For this purpose questionnaire designed was of two
types i.e. outlet survey and consumer survey. Data is collected from two sources i.e. primary
sources secondary sources. Secondary data consist of information that already exist somewhere
and may have collected for different purpose, it provides a starting point. To select the localities
map of Saharanpur was used. The list of retailers as obtained from company officials, designed
by company.

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The outcomes derived from conductedsurvey were beyond our expectations level. SLICE has
acquired a good market share in the field of juice based drinks. During the survey it was found
that SLICE was a leading product in juice based product in comparison with its competitors.
The outlet survey analyze that trend in the sales of both the carbonated soft drink and juice based
drink and also analyze the reason for increase or decrease in the sale of SLICE. It also helps in
the estimation of annual purchasing behavior of the retailer at particular outlets.

The consumer outlet aims at analysis the annual average consumption of the consumer. With the
help of this we derived the conclusion about the taste and preference of the consumer. During the
survey personal interview by questionnaire technique helps a lot to understand about the
distribution system and to understand the problem of retailers and other peole.the survey
technique helps a lot in understanding the problem of the consumer and th measures to
overcome the problems. During the survey, I face many difficulties. The retailers do not respond
properly,. The sample size was too large ad some retailers do not give the exact information.

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INTRODUCTION

TO

BRAND

8
 INTRODUCTION TO BRAND

A brand is the identity of a specific product, service, or business. A brand can take many forms,
including a name, sign, symbol, color combination or slogan. The word brand began simply as a
way to tell one person's cattle from another by means of a hot iron stamp. A legally
protected brand name is called a trademark. The word brand has continued to evolve to
encompass identity - it affects the personality of a product, company or service.

Types of brand names

Acronym: A name made of initials such as UPS or IBM

Descriptive: Names that describe a product benefit or function like Whole Foods or Airbus
Alliteration and rhyme: Names that are fun to say and stick in the mind like Reese's Pieces or
Dunkin' Donuts
Evocative: Names that evoke a relevant vivid image like Amazon or Crest
Neologisms: Completely made-up words like Wii or Kodak
Foreign word: Adoption of a word from another language like Volvo or Samsung
Founders' names: Using the names of real people like Hewlett-Packard or Disney
Geography: Many brands are named for regions and landmarks like Cisco and Fuji Film
Personification: Many brands take their names from myth like Nike or from the minds of ad
execs like Betty Crocker

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 INTRODUCTIO
N

TO

10
 BRAND

POSITIONING

INTRODUCTIO TO BRAND POSITIONING

Meaning:

Brand positioning refers to “target consumer’s” reason to buy your brand in preference to others.
It is ensures that all brand activity has a common aim; is guided, directed and delivered by the
brand’s benefits/reasons to buy; and it focusses at all points of contact with the consumer.

Brand positioning must make sure that:

• Is it unique/distinctive vs. competitors?

• Is it significant and encouraging to the niche market?
• Is it appropriate to all major geographic markets and businesses?
• Is the proposition validated with unique, appropriate and original products?
• Is it sustainable - can it be delivered constantly across all points of contact with the
consumer?
• Is it helpful for organization to achieve its financial goals?
• Is it able to support and boost up the organization?

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In order to create a distinctive place in the market, a niche market has to be carefully chosen and
a differential advantage must be created in their mind. Brand positioning is a medium through
which an organization can portray it’s customers what it wants to achieve for them and what it
wants to mean to them. Brand positioning forms customer’s views and opinions.

Brand Positioning can be defined as an activity of creating a brand offer in such a manner that it
occupies a distinctive place and value in the target customer’s mind. For instance-Kotak
Mahindra positions itself in the customer’s mind as one entity- “Kotak ”- which can provide
customized and one-stop solution for all their financial service’s needs. It has an unaided top of
mind recall. It intends to stay with the proposition of “Think Investments, Think Kotak”. The
positioning you choose for your brand will be influenced by the competitive stance you want to
adopt.

Brand Positioning involves identifying and determining points of similarity and difference to
ascertain the right brand identity and to create a proper brand image. Brand Positioning is the key
of marketing strategy. A strong brand positioning directs marketing strategy by explaining the
brand details, the uniqueness of brand and it’s similarity with the competitive brands, as well as
the reasons for buying and using that specific brand. Positioning is the base for developing and
increasing the required knowledge and perceptions of the customers. It is the single feature that
sets your service apart from your competitors. For instance- Kingfisher stands for youth and
excitement. It represents brand in full flight.

There are various positioning errors, such as-

1. Under positioning- This is a scenario in which the customers have a blurred and unclear
idea of the brand.
2. Over positioning- This is a scenario in which the customers have too limited a awareness
of the brand.
3. Confused positioning- This is a scenario in which the customers have a confused
opinion of the brand.

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 4. Double Positioning- This is a scenario in which customers do not accept the claims of a
brand.

Brand positioning process

Generally, the brand positioning process involves:

1. Defining the market in which the product or brand will compete (who the relevant
buyers are)
2. Identifying the attributes (also called dimensions) that define the product 'space'
3. Collecting information from a sample of customers about their perceptions of
each product on the relevant attributes
4. Determine each product's share of mind
5. Determine each product's current location in the product space
6. Determine the target market's preferred combination of attributes (referred to as
an ideal vector)
7. Examine the fit between:
 The position of your product
 The position of the ideal vector
8. Position.

Brand Positioning Strategy

A product can be positioned based on 2 main platforms: The Consumer and The Competitor.
When the positioning is on the basis of CONSUMER, the campaigns and messages are always
targeted to the consumer himself (the user of the product)

Peter England always campaigns their product concentrating on the consumer, the user of its
product.

Louis Philip also concentrates on this kind of campaigns.

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The other kind of positioning is on basis of COMPETITION. These campaigns are targeted
towards competing with other players in the market.

Dettol television commercials always concentrate on advertisements, which show that this
product would give you more protection, then the others.

A number of positioning strategies might be employed in developing a promotional program.

The 7 such strategies are discussed below:

POSITIONING BY PRODUCT ATTRIBUTES AND BENEFITS

Associating a product with an attribute, a product feature or a consumer feature. Sometimes a

product can be positioned in terms of two or more attributes simultaneously. The price/ quality
attribute dimension is commonly used for positioning the products.

A common approach is setting the brand apart from competitors on the basis of the specific
characteristics or benefits offered. Sometimes a product may be positioned on more than one
product benefit. Marketers attempt to identify salient attributes (those that are important to
consumers and are the basis for making a purchase decision)

• Consider the example of Ariel that offers a specific benefit of cleaning even the dirtiest of
clothes because of the micro cleaning system in the product.
• Colgate offers benefits of preventing cavity and fresh breath.
• Promise, Balsara’s toothpaste, could break Colgate’s stronghold by being the first to
claim that it contained clove, which differentiated it from the leader.
• Nirma offered the benefit of low price over Hindustan Lever’s Surf to become a success.

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 • Maruti Suzuki offers benefits of maximum fuel efficiency and safety over its competitors.
This strategy helped it to get 60% of the Indian automobile market.

POSITIONING BY PRICE/ QUALITY

Marketers often use price/ quality characteristics to position their brands. One way they do it is
with ads that reflect the image of a high-quality brand where cost, while not irrelevant, is
considered secondary to the quality benefits derived from using the brand. Premium brands
positioned at the high end of the market use this approach to positioning.

Another way to use price/ quality characteristics for positioning is to focus on the quality or
value offered by the brand at a very competitive price. Although price is an important
consideration, the product quality must be comparable to, or even better than, competing brands
for the positioning strategy to be effective.

• Parle Bisleri – “Bada Bisleri, same price” ad campaign.

POSITIONING BY USE OR APPLICATION

Another way is to communicate a specific image or position for a brand is to associate it with a
specific use or application.

• Surf Excel is positioned as stain remover ‘ Surf Excel hena!’

• Also, Clinic All Clear – “Dare to wear Black”.

POSITIONING BY PRODUCT CLASS

Often the competition for a particular product comes from outside the product class. For
example, airlines know that while they compete with other airlines, trains and buses are also
viable alternatives. Manufacturers of music CDs must compete with the cassettes industry. The

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product is positioned against others that, while not exactly the same, provide the same class of
benefits.

POSITIONING BY PRODUCT USER

Positioning a product by associating it with a particular user or group of users is yet another
approach.

Motography Motorola Mobile Ad.n this ad the persona of the user of the product is been
positioned.

POSITIONING BY COMPETITOR

Competitors may be as important to positioning strategy as a firm’s own product or services. In

today’s market, an effective positioning strategy for a product or brand may focus on specific
competitors. This approach is similar to positioning by product class, although in this case the
competition is within the same product category.

Onida was positioned against the giants in the television industry through this strategy, ONIDA
colour TV was launched with the message that all others were clones and only Onida was the
leader. “neighbour’s Envy, Owners Pride”.

POSITIONING BY CULTURAL SYMBOLS

An additional positioning strategy where in the cultural symbols are used to differentiate the
brands. Examples would be Humara Bajaj, Tata Tea, Ronald McDonald. Each of these symbols
has successfully differentiated the product it represents from competitors.

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Case study

on
17
 POSITIONING OF
SLICE

INTRODUCTION TO THE PROJECT

PepsiCo is a world leader in convenient foods and beverages, with revenues of about $27 billion
and over 147,00 employees. The company consists of the snack business of Frito-Lay North
America and the beverage and food businesses of PepsiCo Beverages and Foods, which includes
PepsiCo Beverages North America (Pepsi-Cola North America and Gatorade/Tropicana North
America0 and Quaker Foods North America. PepsiCo International includes the snack businesses
of Frito-Lay International and beverage businesses of PepsiCo Beverages International. Pepsi Co
brands are available in nearly 200 countries and territories.

With a fierce competition ranging amongst various companies involved in the field of soft drink,
brand awareness and promotion are indispensable for the future growth prospects.

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In this project, I m going to discuss and analyze the awareness and positioning of SLICE

In the field of juice based product in the market and the taste & preference of consumer

In this project, based upon marketing research, I defined the problem, collected, organized and
analyzed the data; making deductions and evaluations; thereby reaching the conclusions.

Brand awareness is not such an easy task; therefore, I m going to adopt a multiple strategy in
defining the problem, evaluating the data and suggesting the recommendations.

Multiple strategy includes an extensive research on secondary data i.e. data which has already
been collected by someone else; thereby making it much more valuable and appropriate by
analyzing it in the perspective of new and the first hand data i.e. Primary Data, which happens to
be original in character.

It is absolutely essential to determine the various ways for the business to grow and succeed in a
dynamic way and finding the root cause for the available problem, to discard it.

Methodologically, marketing research uses several types of research designs namely; Qualitative
techniques, Quantitative techniques, Conceptual and Empirical techniques, Descriptive and
Analytical techniques etc. Researchers may adopt more than one research designs i.e. a multiple
research design strategy, but to achieve the aim and objective of the project, Quantitative
Research Design has been adopted- which is generally used to draw conclusions, uses random
sampling techniques to as to infer from the sample to the population- involves a large number of
respondents- examples include Surveys and Questionnaires.

Therefore, the entire marketing research project depended hugely for its success on an
appropriate an effective Questionnaire as it is very rightly called the heart of the entire survey
operation. If it is not properly set up: -

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Then the survey and its outcomes are bound to fail. Hence first and foremost, I m going to define
and explain the relevance and appropriateness of each and every questions which was made a
part of the Questionnaire and how it moved the project towards it’s pre-determined objectives.
To understand that better, we must have a look at the Questionnaire compiled.

Brand awareness is the ability of potential buyer to recognize or recall that a brand is a part of a
product category. In other words, the customer should be able to identify a firms product in the
retail store or able to recall it’s brand whenever he or she thinks of the product class. Brand
awareness has to be thought of as “a continuous range from an uncertain felling that a brand is
recognize to a belief that it is the only one in the product class”. At the top end of the continuum
is the brand that exists at the top of the customers mind. This is the happy and most desired
condition that any marketer seeks. The next level is of all the other brands that are recalled by the
customer in an unaided form. The customer is asked to recall as many as he or she is able to
whenever one thinks of a product.

Problem
Undertaken/
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 Studied

PROBLEM UNDERTAKEN/STUDIED

Quite often we all hear that “A problem clearly stated is a problem half solved”. This
statement signifies the need for defining a research problem. The problem to be investigated
must be defined unambiguously for that will help to discriminate relevant data from the
irrelevant ones. Defining a problem involves the task of laving down boundaries with in which
the researchers shall study the problems with predetermined objectives in view. The techniques
for the purpose involve the undertakings of the following steps:

 Understanding the problem

 Understanding the mature
 Surveying the available nature
 Developing the ideas to through discussion
 Rephrase the research problem

While conducting the survey in PEPSI and making a glance on the titles of the report i.e.
“BRAND POSITIONING OF SLICE”, following problems are pointed out under given
headings.

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IDENTIFY THE PROBLEM:

1. The main problem is to know the awareness of the SLICE in the market.
2. To analyze the position of the SLICE in the juice based drink
3. To estimate the market share of the SLICE.
4. To find out the future demand of the product.
5. Advertising is effective to create impact on consumer or not.
6. To find out the expectation level of the consumer.
7. To know whether the company is able to met the demand of the product with an
effective supply chain method or not.
8. To know whether the company have effective distribution system or not.
9. To know whether company have successfully analyze there weak routes.

IDENTIFY THE POSSIBLE CAUSES OF PROBLEM:

To identify the possible causes of problem a detailed study is done. The various possible causes
that come into focus are:

1. Lack of proper means of promotional activity or advertising.

2. Lack of proper analysis of week route area.

PROBLEM SOLVING TECHNIQUES:

The company should have to monitor these variables:

 Market share of product.

 Taste and preferences of customer.
 Promotional activities.

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ObjectiveS

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 Objectives

1. To study the awareness of the slice among the JBD(juice based drinks).

2. To know the purchasing power of consumer and Behavior in comparison with other
product in JBD

3. To find out the reasons for increase or decrease in the sale of JBD as compare to the
previous year.

4. To study the consumption pattern of the SLICE

5. To identify the SWOT analysis of the company.

6. To indulge whether particular product is meeting the expectation level of the company.

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 ResearcH
Methodology

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 RESEARCH METHODOLOGY

For define research methodology there are three types of methods for marketing research. They
are as follows:

 The observation method

 The experimental method

The survey method inclusive of panel method.

In observation method data are collected on the direct observation. No talks take place. By
observing the person the analysis makes the inventory as to product used by him at his home or
kept as retailers stocks. In experimental method it is based on the concept that small-scale
experiment is useful to indicate the expectations of large-scale experiment. The survey method
information is gathered directly from individuals I three ways:

Telephone
Mail
Personal interview

The survey method in also suffered to as the “Questionnaire Technique” there are also segregated
by

 In factual survey
 Opinion survey

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  Interpretative survey

In my project point of view I have taken mainly the method of

1) Survey by route ride
2) Personal interview by questionnaire technique

1. The survey method by route ride I usually went with pepsi van also with salesman. I met the
retailers from outlets to outlets. This survey method helps me a lot to understand about the
distribution system and to understand the problem of retailers and other people.

2. In the personal interview by questionnaire technique I usually gathered information by face

to face interviewing. In this survey method I saw that the respondent was shown the exhibit and
advertisement to give his personal opinion and attitude. In this method the direct interaction of
occurred with the retailers and I could collect the reliable information from them it has also cost
disadvantage that’s why some were difficult to covered.

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 RESEARCH DESIGN

The research process designed was conclusive and statistical in nature. Which would enable the
company to take rational decision? This is because the sample size taken was large and the
techniques adopted were for mass data. The date obtained from each locality was tabulated and
the results were obtained in from of percentages.
Data collection sources

I – Primary sources
• Observation – non observation and direct
• Survey- which include various categories of retailers.
• Personal interview

II- Observation
The observation was done by the following meted
• Keeping the markets in view
• Keeping the customers and consumers in view
• Interacting with various group of retailers and consumers

III- Survey
Various retailers and consumer with the help of questionnaire

IV- Personal interviews

This method of date collection involves the interviewers asking question in a face to face con tact
situation there in direct personal investigation and the interview inn properly structured as it
involves the use of set of predetermined questions which are asked in the form and order pre-

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decided. This technique is preferred as it is economical; more informative, non responses are
low, spontaneous reaction which are realistic. Lots of supplementary information comes up.

V- Secondary Data
Secondary data consists of information that already exists some where and may have collected
for a different purpose, it provide a starting point.

To select the localities a map of MUMBAI was used. The list of retailers was obtained from
company officials, designed by company.

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 QUESTIONNAIRE STRUCTURE

The questionnaire conducted during the survey consists of two categories i.e.

 OUTLET SURVEY
 CONSUMER SURVEY

OUTLET SURVEY: The outlet survey consist of five types of questions that was asked
From the Retailers. The first two question aims at analyzing the trends in the sales in
Comparison with the sales of previous year, including the sales of Juice Based Drink. This helps
in estimating that whether the sales of Carbonated Soft Drink and Juice Based Drink has gone
up, Gone Down or Remains same at every outlet.

The third question helps in estimating the reasons for increase or decrease in the sales of juice
based drinks. There are various reasons for increase or decrease in the sales. With the help of the
opinion of every retailer we can conclude the most important cause affecting the sales.

The fourth question of the questionnaire targeted at the purchasing behavior of the individual
retailer of the juice based product. This question aims at deriving the estimate demand of their
juice based drink in the market.

The last question comprises of the suggestion to improve the sales of SLICE in the market. With
the help of this question we can go through the measures which help in reaching the bench mark.

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CONSUMER SURVEY: consumer survey consists of four types of question, asked from the
consumer. With the help of the consumer survey we can conclude the taste and preference of
consumer.

The first question aims at analyzing the consumption pattern of consumer in both types of soft
drink i.e. carbonated soft drink (CSD) and juice based drink (JBD). With the help of this we can
analyze the demand of the product.

The second question aims at analyzing the reasons of increase or decrease in the consumption
habit of consumer in JBD.

With respect to the aim and goal of the research of the project the next part of the questionnaires
is focusing at the core point of the research i.e. to niche out the size of the juice based drink is
mostly consume by the consumer. In this part we can interprets the result by providing the rank
to the different sizes of the product.

The last but not the least in the next section which will be the important aspect of the
questionnaire depicts on the importance of the research based on the taste and preference of the
consumer. On the basis of that market share of the all products of JBD is analyzed.

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Observation
&
Analysis

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 OBSERVATIONS & ANALYSIS

Every Dealer Survey (EDS)

The Every Dealer Survey commonly known as EDS is made every year by the company. This
survey is done every year by the company so that complete awareness about the retailers and
there attachment with he company is observed. The data of EDS helps in knowing the companies
position among the competitors as well as the competitor’s position.

The assessment is done in following ways:

The format of EDS is given as under:

A/C Name: - Is the name of the outlet.

Contact person: - To whom the surveyor contacts.

Address: - Address of outlet.

Channel code: - Is the code given to the outlet on the basis of its category.

If code is:

01 -modern trade

02 –on premise

03 –traditional trade

Size of account: - The size of account is assessed on the basis of the annual purchase of product.

If <250 c/s then size is small that is denoted by S.

Similarly if 250-500c/s then size is denoted by M that is (medium).

33
if 500-1000c/s then size is denoted by L that is (large).

And If >1000 then VL that is (very large).

Category master

The category master is concerned with the category of the outlet. The company gives them
technical term according to the market share. This process is done through estimating the product
share in comparison with the competitor.

If the share of Pepsi is 0-25% then it will fall under WOP1 category.

Similarly, if share is 26-35% then it is WOP2 category.

If, 36-45% then WOP3.

If, 46-50% then it will come under PAR category.

If 51-60% then HIGH SHARE category

If sale of PEPSI product is 60 -100% in any outlet then outlet will come under dominant
category.

This category of Pepsi varies from one outlet to another.

SIGNAGE

One of the important topic covered under the EDS is signage. Here Signage refers to visibility of
brand names and different flavors in the outlet. There are various ways through which the brand
names and different flavors are made visible to the consumers.

They are: Dealer boards

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Glow sign boards

Shop painting

Counter rack

Floor rack

One of the important philosophy company follows is: “JO DIKHTA WO BIKTA HAI” means
the thing which is visible in any outlet, consumer demands for it. And this philosophy of
company is very much true. Through the EDS the signage of the competitor is also concluded.
»From the survey it was observed that the routes or outlets where there is good signage the sale
of product is also up to mark. Similarly it was also noticed that company needs to put some more
effort regarding signage in the week routes.

Mode of payment

Generally it is seen that mode of payment is in cash but some exception are there. These
exceptions are PEPSI monopolies where the mode of payment is through cheque.

Frequency

It is to measure that sales man visits the outlet daily or not .From the EDS we conclude that there
is regular visit of salesman in all the route.

Estimation of empty glasses in c/s : It is to be calculated by the surveyor that how much c/s
of PEPSI is empty and the number of empty c/s of the competitor.

Annual sale

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Annual sale of PEPSI is calculated on the basis of salesman and the contact person’s answer.(for
example, if the contact person says that he sells 1 c/s daily then on calculating :

1c/s daily

I.e. 30 c/s month

so annual sale = 30*100/18 = 167 c/s approx).

Similarly annual sale for other figure is estimated.

Chilling equipments

Under this category the chilling equipment of PEPSI and its competitor is estimated There are
series of chilling equipment of Pepsi and its competitor. They are namely

PBI code – Chilling machine provided by the company free of cost to the retailers having
goodwill in the soft drink market.

CCI code – Provided by the competitor just as PBI Code.

Outlet own – Chilling machine owned by the outlet.

PBI OYC & CCI OYC – The equipments provided by Pepsi and its competitor respectively on
the payment and the mode of payment is draft.

Other initiative

The other initiative is those initiative which supports the signage and makes a perception on the
mind of a consumer. These initiatives are (display, combo, HAD etc). The common initiatives
are

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Space Club

1. Grocery/ HH program
2. Eatery combo program
3. Janta eatery program
4. Catering program
5. Seasonal Display outlet

FULLS AVAILABILITY (approx. quantity in bottles)

Total no of filled bottles is estimated by the surveyor. This is done for both Pepsi and its
competitor so that the current fills availability can be estimated. Here the figures are counted
in bottles not in c/s.

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 Outlet survey

Name of the outlet. Contact person.

1)what is your annual sale this year……c/s(specify JBD …………)

2) What was your annual sale last year…...c/s(specify JBD……….).
3) If there is a decline / increase, in your vis-à-vis last year in juice based drink section;the
reason:
a) more health consciousness among consumers
b) effect of programs of Baba ramdev,etc
c) Price increase in soft drinks .
d) extra push of good for you category products in the market .
e if any other ,plz specify…………………………
4) How often do you purchase juice based drinks ,
a) once a day
b) once in two days
c) once in weeks
e) others…………………
5) Any suggestion to improve the sale of SLICE (PEPSI) in the market.
………………………………………………………………………………………………………
………………………………………………………………………………………………………
………………………………………………………………………

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 Collection of data

The data is collected from 26 route, 9 dealer and 6 distributors. We divided the outlet in three
parts.

1. Big size outlet

2. Medium size outlet.
3. Small size outlet.

The first two questions give the information about the increase or decrease in the sale of outlet.

The outcomes are.

Carbonated soft drinks (CSD)

1) The sale of soft drinks has gone up in 10% outlet.

2) The sale of soft drinks remains same in 35% outlet.
3) The sale of soft drinks has gone down in 55% outlet.

39
 S a le o f C S D

10%
G o ne up
Same
55% 35%
D e c re a s e

Juice based drink

1. The sale of JBD has gone down in 10% of outlet.

2. The sale of JBD has remains same in 35% of outlets.
3. The sale of JBD has gone up in 55% of outlets.

40
 S a le o f J B D

10%

G o ne d o w n
R e m a in s a m e
55% 35%
In c r e a s e

(3) If there is a decline / increase,in your vis-à-vis last year in juice based drink section;the
reason:

OUTCOMES:

The reasons for decrease in sale of JBD:

• less demanded by the consumer

41
 • weather condition
• program of Baba Ramdev.

The reasons for increase in sale of JBD :

• 45% of outlets says that sales increase due to Taste & preference of consumers.
• 30% of outlets says that sales increase due to health consciousness among the consumer.
• 20% of outlets says that sales increase due to
extra push of good for you category product in the market.
5% of outlets says, due to price increase in soft drinks .

42
R E A S O N F O R IN C R E A S E
JBD

T a s te a n d
60 p re fe r e n c e
H e a lt h
40 c o n s c io u s n e s s
20 E x tr a p u s h o f G F
T a s te a n d p ro d u c ts
0
p r e f e r e n c eD e c r e a s e i n p r i c
1
o f s o ft d r in k s

43
 1) How often do you purchase juice based drinks

The buying pattern of JBD is –

a) Once a day
b) Once in two days
c) Once in weeks
e) Others……
Outcomes
1) 40% outlet takes once c/s in a day
2) 30% outlet takes once in two days.
3) 20% outlet takes once in a week.
4) 10% others.

B u yin g p attern o f JB D

10% O nc e in a day
20% 40% O nc e in tw o days
O nc e in a w eek
30% O thers

44
 Consumer survey

Name of consumer. Age………. Sex…………

Occupation……………..

a) How often do you drink soft drink ( specify JBD )

CSD JBD
A) Once a day
B) Once in two days
C) Once in a week
D) Others
2) Have your consumption of JBD have gone up, remains same, gone down this year
compared to last:
a) Gone up……….
Reasons:
1) More health consciousness.
2) Programs of Baba RamDev
3) Extra push of GFY products in the market.
4) Any other reasons………………….
……………………………………
3) Which pack you consume the most?
A) Tetra pack
B) 250 ml
C) 600 ml
D) 1.2 lit

4) rank the following according to your taste and preference….

45
 SLICE
MAAZA
FROOTI
JUMPIN
OTHER, Specify……………….

Collection of data

The outcomes derived from the data are as: data is collected by taking a sample of 700
consumers. The

The first question is:

1) How often do you drink soft drink (specify JBD)
CSD JBD
a) Once a day
b) Once in two days
c) Once in a week
d) Others

Outcomes

CARBONATED SOFT DRINK

The consumption pattern of consumer of CSD can be analyzed with the help of following
outcome.:
50% of consumer consumes once a day
30% of consumer consumes once in two days

46
15% of consumer consumes once in week.
5% others.

C O N S U M P T IO N P A T T E R N O F
CSD

O nc e a d a y
5%
15%
O nc e in tw o
d a ys
50%
O nc e in a
30% week
O the rs

Consumption of JBD
10% of consumer consume once a day
20% of consumer consumes once in two days
40% of consumer consumes ones in a weak
30% Others

47
 C o n s u m p tio n P a tte r n o f J B D

10% O nce a day

30%
20% o n c e in t w o d a y s
o n c e in a w e e k
40% o h e rs

The 2nd question is:

2) Have your consumption of JBD have gone up, remains same, gone down this year
compared to last:
Outcomes
30% increase in the consumption pattern
55% of consumption pattern remains same
15% has gone down.

48
 P o s it io n o f J B D

15%
30%
in c re a s e
sam e
d e c re a s e
55%

The third Question is:

3) Which pack you consume the most:
A) TETRA PACK
B) 250 ml
C) 600 ml
D)1.2lit

49
 S IZ E P R E F E R E N C E O F C O N S U M E R

50
40
30
% OF CONSUMER

S e r ie s 1
20
10
0
T E T R2 A5 0 M6 L0 0 M L1 . 2
P AC K LTR
S IZ E O F J B D

The fourth Question is

4) Rank the following according to your taste & preference
SLICE
MAAZA
FROOT
JUMPIN
Other, specify………..

50
Outcomes:
The outcomes of Brand Preference of Consumer in JBD shows that :
40% of consumer preferred for SLICE
30% of consumer preferred for MAAZA
10% of consumer preferred for FROOTI
5% of consumer preferred for JUMPIN

BR AN D PREFER EN C E OF C ON SUMER

40
% O F 30
C O N S U M2 0E
R 10
0
S1 S e r ie s 1
SLICE
MAAZA
FROOTI
JUMPIN

B R AN D N AM E

51
Recommendation
&
Conclusion

SUGGESTION & RECOMMENDATION

52
1) One of the most important suggestions that is concluded to advertisement.
The sale of slice can be improved by –
a) Advertisement in the television
b) Board, Poster, Stickers, Banners provided by the company.

2) Display scheme
Recently company has provided the display scheme to the customer. Like space club,
Mountain dew seasonal display which effect the sales very much .So there must be
such a display scheme of slice to improve the sales.
3) Under the crown offer (UTC) to consumer.
UTC offer consist of gifts prizes inside the crown of bottles. This will also affect the
sales very much. As we have already seen such a offer in the case of Thums Up.

4) Production of 200ml and 300ml bottles of slice

5) Introduction of small tetra pack of slice of Rs 3/-
6) Improvement in the packaging of SLICE bottles
7) Replacement of expire bottles.
8) Decrease in the price of slice

CONCLUSIONS

It is evident from the results that the survey operation went in accordance to the prime

53
Objective of the company. From the analysis of the results, it is clear that brand awareness of the
slice is good in the market and it was above expectations before the research work began. The
survey operation comprises of outlet survey and consumer survey in the Saharanpur region.

One thing which is essential for creating awareness is heavy promotion of the product
This might not only lead to increase in the brand preference but also an increased
Market share of the company.

During the survey it was found that position of th slice in the market is strong but there is some
unawareness about the new sizes, flavors and packs of the product. Due to this the
New innovation did not get good response in the market.

How far company is able to make use of the profitable opportunities available in the research
target market depends upon the capacity building of the company to met challenges. Further
more, in all this customer interest is of paramount importance.

54
 Limitation

LIMITATIONS

1. The sample size is large as the time constraints were there and mainly profile of the
customer was very elegant so it is very tuff to get an personal interview.
2. Most of the outlets keeps their data very confidential and sharing their data is very
critical issue so it is very tough to do the survey on all segments.

55
3. The survey was done on only self-individual class. It may be possible that this results
could not represent the exact result because the survey done on random sampling method.
4. The competitors are not forthcoming with details of their policies as it is confidential
information.
5. A hundred percent accuracy cannot be maintained while conducting the survey because
the respondents do not have all the information at the time of the interview and they are
able to give only approximate figures.
6. Since most parameters are qualitative as the research deals with relative terms, all the data
cannot be converted in quantitative terms and hence an objective analysis is difficult to
carry out.
7. At the time of conducting interviews some of the respondents were reluctant to divulge
the exact reason for their separation from the company.
8. The database relied on at many places is secondary data. The Secondary data is
subject to authenticity

56
 Future
Direction
For Research

FUTURE DIRECTION FOR RESEARCH

Although the research work was carried in effective and efficient manner but still there may be
some constraints that must be considered while conducting the research.
Due to these constraints the research work is carried out under certain boundaries that create an
impact on the process as well as the results of the research. If these constraints are not there, then
result of the research is more significant and added more information to it that can be concluded
as follows:

57
 TIME CONSTRAINTS: Time could be the most important constraints during the
research process. If time constraints was not there, data would have been derived in a
meaningful and Systematic manner and we can interact with the respondents properly.

 TOO BIG ROUTE AREA : The route area covered was too big and it was not possible
to cover every size of outlets with in the Limited time period.

 Organization were not ready to disclose the data exactly and if they could have provided
me with an exact data then better as well as exact data could have been calculated .

 While conducting the research if the respondent had provided exact figure than exact
analysis would have been possible.

 If the mode of collection of data would have been different i.e. other than secondary data
than it could have given new face to the research report.

58
 SWOT
Analysis

SWOT ANALYSIS

S (STRENGTH)
 Availability
 Quality
 Different sizes
 Acceptability
 Affordability

59
  Brand image
 Largest distribution network

W (WEAKNESS)
 No replacement policy
 Less awareness about new launching

O (OPPORTUNITY)
 Coverage of weak areas.
 Regular visit to customer
 Grievance handling of customer

T (THREATS)
 Brand image of competitor
 Reduced expenses

60
 Bibliography

BIBLIOGRAPHY

To achieve the aim and objective of the project, quantitative research design has been adopted.
To support the design of The above method, both types of data i.e. Primary data, which Is
collected for the first time, and thus happens to be the original In character and the secondary
data, which has already been collected by someone else and has already been passed through The
Statistical processes.

Primary data has been collected through the survey model where the sample size was of 300
outlets and 700 consumers in Saharanpur.

61
Secondary data has been collected through various sources like
Books and Internet

The book referred during the course of the project is RESEARCH METHODOLOGY – by C.R
Kothari, which helped in determining the Research design method to be followed in the project.

The Websites visited were www.pepsi.com , www.google.com ,www.rkjgroup.com

Which provide great assistance in the project?

62
 Annexure

ANNEXURE

Outlet survey

Name of the outlet. Contact person.

63
1) What is your annual sale this year……c/s(specify JBD …………)
2) What was your annual sale last year…...c/s(specify JBD……….).
3) If there is a decline / increase, in your vis-à-vis last year in juice based drink section; the
reason:
a) More health consciousness among consumers
b) Effect of programs of Baba ramdev, etc
c) Price increase in soft drinks.
d) Extra push of good for you category products in the market.
e if any other ,plz specify…………………………
4) How often do you purchase juice based drinks,
a)Once
b) once in two days
c) Once in weeks
e) Others…………………
5) Any suggestion to improve the sale of SLICE (PEPSI) in the market.
………………………………………………………………………………………………………
………………………………………………………………………………………………………
………………………………………………………………………

Consumer survey

Name of consumer. Age………. Sex…………

Occupation……………..

b) How often do you drink soft drink ( specify JBD )

CSD JBD
E) Once a day
F) Once in two days

64
G) Once in a week
H) Others
2) Have your consumption of JBD have gone up, remains same, gone down this year
compared to last:
a) Gone up……….
Reasons:
1) More health consciousness.
2) Programs of Baba RamDev
3) Extra push of GFY products in the market.
4) Any other reasons………………….
……………………………………
3) Which pack you consume the most?
A) Tetra pack
B) 250 ml
C) 600 ml
D) 1.2 lit
.4) rank the following according to your taste and preference….
SLICE
MAAZA
FROOTI
JUMPIN

65