44953474 pepsi miniproject8
TRANSCRIPT
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INTRODUCTION
Satisfaction is an important element in the evaluation stage. Satisfaction refers to the
buyer's state of being adequately rewarded in a buying situation for the sacrifice he has made.
Once the customers purchase and use the product they may then either be satisfy or dissatisfied.
Today's market is buyer oriented where the customer is considered the king. He has full power
to choose the desired product according to his needs and wants. His preference is most
important. Because of the huge competition, every manufacturer wants to survive in the market
and earn profit. This is possible only when the products manufactured are according to the
tastes and preferences of the customers and meet their expectations. Different customers have
different perceptions because no two customers have similar wants and needs. Product with
good features may attract a good number of customers because good feature suits the
requirement of the customers. They make decisions based on their past experience and future
contingencies. Hence the company needs to analyze the customer perception, which helps them
in determining the v
. `` arious factors influencing consumers choice in buying.
The Project CUSTOMER SATISFACTION TOWARDS PEPSI deals with
consumers preferences for Cola Drinks, tostudy the Market Potential of PEPSI. The company
PEPSI has interests in various sectors and they provide consistent quality products to meet
costumers requirement worldwide. This report clearly mentions objective of the study and the
research methodology utilized, both primary data and secondary data. The data collectionmethod used is structured nondisguised questionnaire in which the types of questions used are
open ended, multiple choice and close ended. The report contains a detailed view of the
PREFERENCES of consumers towards PEPSI.
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COMPANY OVERVIEW
Caleb Bradham a New Bern N.C druggist who formulated Pepsi Cola founded PepsiCola Beverage business at turn of the century. Pepsi Cola Company now produces and markets
nearly 200 refreshment beverages to retail, restaurants and food service customers in more then
190 countries and territories around the world and generates revenue of over 18 billion dollars
PepsiCo World Headquarters is located in Purchase, New York.
Pepsi Co. is the world leader in the food chain business. It consists of many companies amongst
which the prominent ones are Pepsi Cola, Frito-lay, Pepsi food international, Pizza-hut,
KFC and Taco bell. The group is presently into three most profitable businesses namely,
Beverages Snacks foods and Restaurants. The beverages segment primarily market it Pepsi diet,
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primarily consists of the operations of the worldwide Pizza-Hut, Taco bell and KFC chains PFS,
PepsiCos restaurant distribution operation, supplies to Company owned and Franchise
restaurants in the U.S.
Pepsi Co is going blue. This was the new color adopted by the company to strengthen
its brand globally. Also the company is changed colors from Generation X to GENERATION
NEXT.
Although Pepsi holdings over the years have become diverse in such fields as the
Snacks industry and Restaurants industry, this portfolio will discuss its core business and its
highly successful business of Beverages. The soft drink industry customer base is probably the
widest and deepest base in a world that is flooded with some many categories. According to
Beverage Digest the customer base for soft drinks is a whopping 95% of regular users in the
United States. This represents a large field of potential customers for Pepsi Cola.Pepsi prefers to
segment itself as the beverage choice of the New Generation,Generation Next, or just
as the Pepsi Generation. These terms adopted in Pepsis advertising campaigns are referring
to the markets that marketers refer to as Generation X. The Generation X consumer is profiled
to be between the ages of 18 to 29.
They have high expectations in life and are very mobile and active. They adopt a
lifestyle of living for today and not worrying about long-term goals. Those Pepsis main
emphasis on this segment they also have a focus on the 12 to 18 year old market. Pepsi believes
if they can get this market to adopt their product then they could establish a loyal customer for
life. Pepsi Cola throughout its 100 years of existence has developed much strength.
One of the strengths that has developed Pepsi into such a large corporation is a strong franchise
system. The strong franchise system was the backbone of success along with a great
entrepreneur spirit. Pepsis franchise system and distributors is credited to bring Pepsi from a
7,968 gallons of soda sold in 1903 to nearly 5 billion gallons in the year of 1997.
Pepsi also has the luxury to spend 225 million dollars in advertising a year. Thisenormous ad budget allows Pepsi to reinforce their products with reminder advertising and
promotions. This large budget also allows Pepsi to introduce new products and very quickly
make the consumer become aware of their new products. Pepsi also has had the good fortune of
making very wise investments. Some of the best investments have been in their acquiring
several large fast food restaurants. They have also made wise investments in snack food
companies like Frito Lay, which at present time is the largest snack company in the world.
Probably high on the list of strengths is Pepsis beverage line up. Pepsi has four soft drinks inthe top ten beverages in the world. These brands are Pepsi, Mountain Dew, Diet Pepsi, and
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OBJECTIVE OF THE STUDY
To study the consumers preferences for PEPSI.
To know the percentage of males and females that are aware about PEPSI
To know whether the people like PEPSIS advertisement.
To know the reason to buy PEPSI drinks.
To know the level of awareness about PEPSI
To study the consumer attitude towards PEPSI.
To know influencing factors to buy PEPSI
To know the satisfaction level of consumers.
To gather innovative ideas to improve the product quality.
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SCOPE OF THE STUDY
The scope of this study was to know the consumers attitude about the various factors
such as company image, quality etc and also to know their brand awareness. Further it also
helps to know the effective media to advertise the product. The study can also be used to know
customer satisfaction level about price, discount basis; quality etc thus the main scope of the
study was to identify the Consumer satisfaction and consumer expectations about the company
and its products.
LIMITATIONS OF THE STUDY
Though the research has been properly planned and well executed, there are certain
limitations, which are inherent in nature and are out of the researchers control. The
effectiveness of the project is felt only when the results are read along with the limitations and
constraints faced during the course of the study. The following are the limitations.
The responses from the respondents could be casual in nature. This may be due to lack
of interest or time on their part.
The correctness of information provided by the respondents in the personal data could
not be established.
Some of the information provided by the respondents might not be correct.
Getting timely responses from the respondents was a difficult task.
RESEARCH METHODOLOGY OF STUDY
SAMPLE SIZE:
The data has been collected from 60 people.
TARGET SAMPLE
Target sample has been picked in particular reference to the consumers demographic
variables.
SAMPLING METHOD:
The sampling method is the procedure or way in which the sampling has been done. As
no project or research can be done taking in to consideration the whole of the population or
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Sampling technique used: convenience sampling.
SOURCES OF DATA:
PRIMARY DATA:
The data for study has been collected by well structured, yet easy to understand
questionnaire forms specially designed to cover aspects regarding the background of the reader,
his/her opinion on
PEPSI and finally about PEPSICO Company, visited wide section of people for the survey and
interviewed them to collect all the necessary information which was filed and analyzed at a later
time of the study.
SECONDARY DATA:
Data collected from journals, internal records of the company, published data and
Internet websites.
FORMULATION OF QUESTIONNAIRE:
Structured questionnaire were formulated for the survey, with the help of which datas
and other informations were collected from consumers. A sample copy of questionnaire has
been given in the annexure of the reports towards the end.
AREA AND PERIOD OF STUDY:
The project was carried out in Chennai City covering Government sector, Private
sector, students, professionals and businessmen as part of the Survey and the study. The data
collected has been tabulated and analyzed with the help of simple statistical techniques and
conclusion has been drawn. Sufficient explanations are given wherever necessary for easy
understanding.
HISTORY OF PEPSI
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In 1893, Caleb Bradham, a young pharmacist from New Bern, North Carolina,
begins experimenting with many different soft drink concoctions; patrons and friends
sample them at his drugstore soda fountain.
1898 - One of Caleb's formulations, known as "Brad's Drink," a combination of
carbonated water, sugar, vanilla, rare oils and cola nuts, is renamed "Pepsi-Cola" on
August 28, 1898. Pepsi-Cola receives its first logo.
1902- The instant popularity of this new drink leads Bradham to devote all of his
energy to developing a trademark Pepsi-Cola into a full- fledged business. He applies for a
trademark with the U.S. patent Office, Washington D.C., and forms the first Pepsi-Cola
Company.
The first Pepsi-Cola newspaper advertisements appeared in the
New Bern Weekly Journal.
1903 - "Doe" Bradham moves the bottling of Pepsi-Cola from his drugstore into a
rented warehouse; he sells 7,968 gallons of syrup in the first year of operation.
Pepsi's theme line is "Exhilarating, Invigorating and Aids
Digestion".
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six-ounce bottles. Sales increase to
19,848 gallons.
1905 - Pepsi-Cola's first bottling franchises are established in
Charlotte and Durham, North Carolina.
Pepsi receives its new logo, its first change since 1898.
1906 - Pepsi gets another logo change, the third in eight years. The modified script
logo is created with the slogan, "The Original Pure Food Drink."
There are 15 U.S. Pepsi bottling plants. The Pepsi trademark is registered in
Canada. Syrup sales rise to 38,605 gallons.
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The federal govt. - passes the Pure Food and Drug Act, banning substances such
as arsenic, lead, barium, and uranium from food and beverages. This forced many soft
drink manufacturers, including Coca- Cola to change their formulas. Pepsi-Cola,
biasfree of any such - impurities, claimed they already met federal requirements.
1907 - Pepsi - Cola Company continues to expand the company's bottling network
grows to 40 franchises. Pepsi-Cola sells more than
100,000 gallons of syrup.
Pepsi trademark is registered in Mexico. Syrup sales rise to
104,026 gallons.
1908 - Pepsi-Cola becomes one of the first companies to
modernize delivery from horse drawn carts to motor vehicles. Two hundred fifty
bottlers in 24 states are under contract to make and sell Pepsi-Cola.
1909 - Automobile race pioneer Barney Old field endorses Pepsi- Cola in newspaper
ads as "A bully drink.... refreshing, invigorating, a fine bracer before a race."
1910 - The first Pepsi-Cola bottlers' convention is held in New
Bern, North Carolina.
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1920 - Pepsi theme line speaks to the consumer with "Drink Pepsi- Cola, it will satisfy
you."
1923 - Pepsi-Cola company is declared bankrupt and its assets are sold to a North
Carolina concern, Craven Holding Corporation, for
$30,000.
Roy C. Megargel, a Wall Street broker, buys the Pepsi trademark, business and good
will from Craven Holding Corporation for $35,000, forming the Pepsi-Cola Corporation.
1928 - After five continuous losing years, Megargel reorganizes his company as the
National Pepsi-Cola Company, becoming the fourth parent company to own the Pepsi
trademark.
1931- U.S. District Court for Eastern District Virginia declares the National Pepsi-
Cola Company bankrupt, the second bankruptcy in Pepsi-Cola history.
The Loft Candy Company acquires the National Pepsi-Cola
Company. Charles G. Goth, President of Loft, assumes leadership of
Pepsi and commands there formulation of Pepsi-Cola syrup formula.
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1933 - By the end of the year, Goth's New Pepsi-Cola company is insolvent. In a
series of moves, he acquires Megargel's interest in the company, giving himself 91%
ownership of Pepsi.
1934 - A landmark year for Pepsi-Cola. The drink is a hit and to attract even
more sales, the company begins selling its 12-ounce drink for five cents (the same cost as
six ounces of competitive colas).
The 12-ounce bottle debuts in Baltimore, where it is an instant success. The
cost savingsproves irresistible to Depression-worn
Americans and sales skyrocket nationally.
Caleb Bradham, the founder of Pepsi-Cola and "Brad's Drink," dies at 66 (May 27th,
1867-February 19th, 1934).
1935 - Guth moves the entire Pepsi-Cola operation to Long Island City, New York,
and sets up national territorial boundaries for the Pepsi bottler franchise system.
1936 - Pepsi grants 94 new U S. franchises and year-end profits reach $2,100,060.
1938 - Walter S. Mack, Jr., V.P. of Phoenix Securities Corporation is elected
President of the Pepsi-Cola company. Mack, who considers
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advertising the keystone of the soft drink business, turns Pepsi into a modem marketing
company.
1939 - The "Pepsi & Pete" comic strip introduces the "Twice as much for a nickel"
theme in newspapers. Pepsi-Cola company names Mack as CEO. The board of Directors
removes Guth from the Pepsi payroll after he plans to personally acquire a competing cola.
1940 - Pepsi Cola Company makes advertising history with
"Nickel, Nickel," TM the first advertising jingle ever broadcast nationwide on the radio. The
jingle was "Nickel Nickel" an advertisement for Pepsi Cola that referred to the price of
Pepsi and the quantity for that price "Nickel Nickel" became a hit record and was recorded
into fifty-five
languages.
1941 - The New York Stock Exchange trades Pepsi's stock for the first time.
In support of the war effort, Pepsi's bottle crown colors change to red, white, and
blue.
1943 - Pepsi's theme line becomes "Bigger Drink, Better Taste."
1948 - Corporate headquarters moves from Long Island City, New
York, to midtown Manhattan.
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1950 - Alfred N. Steele becomes President and CEO of Pepsi- Cola.
Mr. Steele's wife, Hollywood movie star Joan Crawford, is
instrumental in promoting the company's product line.
Pepsi receives its new logo, which incorporates the "Bottle Cap"
look. The new logo is the fifth in Pepsi history.
1953 - "The Light Refreshment" campaign capitalizes on a change in the
product's formula that reduces caloric content.
1955 - Herbert Barnet is named President of Pepsi-Cola.
1959 - Pepsi debuts at the Moscow Fair. Soviet Premier
Khrushchev and U.S. Vice-President Nixon share a Pepsi.
1960 - Young adults become the target consumers and Pepsi's advertising keeps
pace with: Now its Pepsi, for those who think young."
1962 - Pepsi receives its new logo, the sixth in Pepsi history. The
'serrated' bottle cap logo debuts, accompanying the brand's ground breaking "Pepsi
Generation" ad campaign.
1963 - After climbing the Pepsi ladder from fountain syrup
salesman, Donald M. Kendall is named CEO of Pepsi-Cola Company.
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Pepsi-Cola continues to lead the soft drink industry in packaging innovations, when
the 12-ounce bottle gives way to the 16-ounce size.
Twelve-ounce Pepsi cans are first introduced to the military to transport soft
drinks all over the world.
1964 - Diet Pepsi, America's first international diet soft drink, debuts.
Pepsi-Cola acquires Mountain Dew from the Tip Corporation.
1965 - Expansion outside the soft drink industry begins. Frito-Lay of Dallas, Texas,
and Pepsi-Cola merge, forming PepsiCo, Inc. Military
12-ounce cans are such a success that full-scale commercial distribution begins.
Mountain Dew launches its first campaign, "Yahoo Mountain
Dew...It'll tickle your innards."
1970 - Pepsi leads the way into metrics by introducing the industry's first
two-liter bottles. Pepsi is also the first company to respond to consumer preference with
lightweight, recyclable, plastic bottles. Vic Bonomo is named
President of Pepsi-Cola. The Pepsi World
Headquarters moves from Manhattan to Purchase, NY.
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1974 - First Pepsi plant opens in the U.S.S.R. Television ads introduce the new
theme line, "Hello, Sunshine, Hello Mountain Dew."
1976 - Pepsi becomes the single largest soft drink brand sold in
American supermarkets.
The campaign is "Have a Pepsi Day!" and a classic commercial, "Puppies"
becomes one of America's best-loved ads. As people get back to basics, Pepsi is there as
one of the simple things in life.
1977 - At 37, marketing genius John Sculley is named President of
Pepsi Cola.
1978 - The company experiments with new flavors. Twelve-pack cans are
introduced.
1980 - Pepsi becomes number one in sales in the- take home market.
1981 - PepsiCo and China reach agreement to manufacture soft drinks, with
production beginning next year.
1982 - Pepsi Free, a caffeine-free cola, is introduced nationwide. Pepsi Challenge
activity has penetrated 75% of the U.S. market.
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1983 - Mountain Dew launches the "Dew it to it"
1984 - Pepsi advertising takes a dramatic turn as Pepsi becomes
"The Choice of a New Generation".
Lemon Lime Slice, the first major soft drink with real fruit juice, is introduced,
creating a new soft drink category, "juice added." In
subsequent line of extensions, Mandarin Orange Slice goes on to become the number
one orange soft drink in the U.S.
Diet Pepsi is reformulated with Nutra Sweet (aspartame) brand
sweetener.
1985 - After responding to years of decline, Coke loses to Pepsi in preference tests by
reformulating. However, the new formula is met with widespread consumer rejection,
forcing there-introduction of the original formulation as "Coca-Cola Classic".
The cola war takes "one giant sip for mankind," when a Pepsi
"space can" is successfully tested aboard the space shuttle.
By the end of 1985, the New Generation campaign earns more than 58 major
advertising and film-related awards. Pepsi's campaign
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featuring Lional Richie is the most remembered in the country, according to consumer
preference polls.
1986 - Chairman Donald M. Kendall retires and is succeeded by
D. Wayne Calloway.
7UP international is acquired in Canada. Pepsi-Cola acquires Mug
Root Beer.
1987 - Pepsi-Cola President Roger Emico is named
President/CEO of PepsiCo Worldwide Beverages.
Pepsi-Cola World Headquarters moves from 'Purchase to Somers, New York. After a
27 year absence, Pepsi returns to Broadway with the lighting of a spectacular new neon sign
-in Times Square.
1988 - Craig Weather up is appointed President/CEO of Pepsi- Cola Company.
1989 - Pepsi lunges into the next decade by declaring Pepsi lovers
"A Generation Ahead".
Chris Sinclair is named President of Pepsi-Cola International.
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Pepsi-Cola introduces an exciting new flavor, Wild Cherry Pepsi.
1990 - American Music A ward and Grammy winner rap artist Young MC writes
and performs songs exclusively for national radio ads for Pepsi. Ray Charles joins the,
Pepsi family by endorsing Diet Pepsi. The slogan is "You Got the Right One Baby".
1994 - New advertising introducing Diet Pepsi's, freshness dating initiative
features Pepsi CEO Craig Weather up explaining the
relationship between freshness and superior taste to consumers.
Pepsi Foods International and Pepsi-Cola International merge, creating the
PepsiCo Foods and Beverages Company.
1995 - In a new campaign, the company declares "Nothing else is a Pepsi" and
takes top honors in the year's national advertising
championship.
1996 - In February of this year, Pepsi makes history once again, by launching one
of the most ambitious entertainment sites on the World Wide Web. Pepsi World
eventually surpasses all expectations, and becomes one of the most landed and copied,
sites in this new media, finely
establishing Pepsi's presence on the Internet.
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1997 - In the early part of the year, Pepsi pushes into a new era with the
unveiling of the GeneratioNext campaign. GeneratioNext is about everything that is
young and fresh; a celebration of the creative spirit. It is about the kind of attitude that
challenges the norm with new ideas, at every step of the way.
PepsiCo. announces that, effective October 6th, it will spin off its restaurant
division to form Tricon Global Restaurants. Inc. Including Pizza Hut, Taco
Bell, & KFC, it will be the largest restaurant company in the world in units
and second-largest in sales.
1998 - Pepsi celebrates its 100th anniversary.
PepsiCo. Chairman and CEO Roger A. Enrico donates his salary to provide
scholarships for children of PepsiCo employees.
Pepsi introduces Pepsi One - the first one calorie drink without that diet taste!
2000 - Although Pepsi is a great place to work, Steven Truitt (aka
'struitt') takes his skills and hard work elsewhere (for more money of course!),
therefore putting an end to his Pepsi page! For more
information about Pepsi, choose a search engine and search for 'Pepsi'
or visit www. pepsi .c om orwww.pepsic o.c om.
http://www.pepsi.com/http://www.pepsi.com/http://www.pepsico.com/http://www.pepsico.com/http://www.pepsico.com/http://www.pepsico.com/http://www.pepsi.com/ -
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HISTORY OF PEPSI IN INDIA
As an MNC, on the globe Pepsi foods Ltd. one of the largest soft
Wink companies in the world with its head quarters in New York.
Pepsi entered the Indian soft drink market in 1988 and began its production in
May 1990 and soon it was giving the local contenders the run for their money in the soft
drink market. It comes out with dazzling marketing innovation that rocket the cola market
line selling the product through function, Pepsi outlets. Pepsi's success in creating a
brand almost from scratch in India is the stuff that marketing case studies that is made of.
Given the problems of doing business in markets like ours, Pepsi entered the market as an
under-dog. Its first even advantage it entered before Coke returned - was considerable
reduced by the enormous export obligations stepped on the company. Yet right from
beginning, Pepsi demonstrated a far more focused approached. So while it entered the
market like any other MNC, it was quick to - adapt, it realized that consumers, particularly
the youth, to whom it consciously reached out would identify better with a brand that they
see as global, yet Indian, Pepsi was built as a desi brand. Hence it deliberate attempt to
build ad campaigns using the popular Hinglish. In the process, slogans like, "YEHI
HAl RIGHT CHOICE BABY". "YEH DIL MAANGE
MORE - AHA" and "YEH PYAAS HAl BADI".
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Became part of India's popular consciousness. When Pepsi lost the bidding battle
to sponsor a Cricket tournament to Coke, the loss triumphs with the catch line, nothing
official about it". It cashed in on the untapped consumer aspiration in smal1er towns, the
hinterlands of metropolitan cities and nowadays the slogan, which is on air, is "YEH HAl
YOUNGISTAN MERI JAAN".
It showed a rare ability not only to survive, but also grow through India's tortuous
policy twists and turns. Which threw many other MNC's off balance? Its top management
team did not suffer from the frequent changes seen at rival, Coke consequently, it was able
to unlike Coke, which, paid enormous prices to buyout established local brands, and Pepsi
brought its own stuff over, and pushed those aggressively with dealers, retailers and
consumers. Right now, it can bark its outstanding success in building a brand that has
become synonymous with soft drinks across the length and breadth of the country.
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PEPSI DIST RIBUTI ON
COBO (Compan y Ow ned Busi ness Oper ation)
The company has total control of its decision and its
implementation but it has to invest own money.
The COBO structure is as under:
India has 17 COBO plants,
Pepsi Co food limited and Pepsi India holding (Production & Plant)
Pepsi India Marketing Co. Marketing Sales and Distribution.
FOBO (Fr anchi se Ow ned Busi ness Oper ati on)
India has 32 FOBO plants.
The company can hold its ideas to the franchise who may be reluctant to see
company point of view, if it greater exporter.
NORTHERN LEVEL
Pepsi Company has divided North' India into three regions - Western,Central,
and Eastern regions are known as the COBO
(Company Owned Bottling Operation).
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The Western region comprises of the FOBO. The FOBO bottling operation
comprises of those in :-
1. Barabanki - (U.P)
2. Barelly - (U.P)
3. Varanasi - (U.P)
4 Ferozabad - (U.P)
5. Agra - (U.P)
6. Panagarh, Burdwan - (W.B.)
7. Panagarh, Calcutta - (W.B.)
8. Hajipur, Vaishali - (Hyderabad), PEPSICO INDIA HOLDING
PRIVATE LIMITED.
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YE AR WI SE ADVERTI SING OF PEPSI SINCE 199 0
After -entering in India PEPSI started their advertising in planned way to fulfill
the objectives expressed by Vibrate Rishi, Executive Vice President. Marketing Pepsi
Indias I believe in advertising that leaves
a smile on your face".
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In 1990:
The first commercial came on screen with actress Juhi Chawala and Pop singer
Remo. The theme was "Feel the music". "Are you ready for the Magic?' Went the jingle
and this ad ends with opening of Pepsi bottle.
In 1992:
The famous and unforgettable punch line "Yehi Hai Right Choice Baby - Aha!"
was introduced with Remo and twelve years old Penny vaz.
In 1993:
This time also Amir Khan, Aishwarya & Sanjana have done the commercial on
the theme "Can I have another Pepsi".
In 1994:
Here Pepsi introduced Cricket star Sachin Tendulkar, Kambli and Azhar in
which Sachin and Kambli fight for Pepsi bottle and in the Meanwhile Azhar comes and
takes the bottles. This ad also ended with the same punch line "Yehi Hai Right Choice
Baby - Aha!"
In 1995:
In this commercial when Akshay is given another soft drinks, then the kid in the
audience shouts "Hai Akshay Pepsi" and he gets back his magic. And this aid also ends
with the same punch line.
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In 1996 :
Here, the commercial shows the enthusiasm of Shahrukh to get Pepsi for his
friend. He dodges the dog and with this he tries to show that Pepsi is the active choice
to get for which the customer can do anything, and it is also revealed by the line
"Pepsi To Mai Pee Ke Rahunga".
In the same year the slogan "Nothing Official About it", was introduced by
Sachin, Azhar and Kambli.
In 1997:
In this year Pepsi celebrate the 50 years of Indian Independence by the slogan
"Azadi Dil Kay" with Shahrukh and Azhar.
In 1998:
In this year Pepsi has again involved many Cricket stars for commercial with
slogans "More Cricket More Pepsi", "Got a keep a
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cool ahead", "Generation Next". Beside this it has flashed many commercials
Leander Paes and Mahesh Bhupati for Mirinda (Orange) Mirinda for Mirinda (Lemon)
the commercial aid done by the Bollywood star Amitabh Bachchan gave tremendous real
"Jhatka" to competitor with help of punch line "Jor ka Jhatka Dheere se Lage" which is
ruling heart throbbing of millions. Apart from all these commercial Pepsi has sponsored
many Sharjah Cup at Sharjah.
PEPSI Independence Cup in India
YANNI Concert in Agra
Asia Cup in SRI LANKA
In 1999:
World Cup '99 was sponsored by Pepsi Co. The aid featured Shahrukh Khan
and Sachin Tendulkar and the Punch line "Yeh Dil Mangey More"became very famous.
In 2000:
Aid featuring Shahrukh Khan with Punch line "Yeh.. .more".
In 2002:
Aid featuring Shahrukh Khan, Kareena Kapoor, Amitabh and
Sachin with the same Punch line.
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In 2003:
Aid featuring Fardeen Khan, Saif Ali Khan, Kareena Kapoor, Preeti Zinta
with the punch line "Mausam Garam Hai Pepsi Ke Liye Hum Besharam Hai."
In 2003:
ICC world Cup was also sponsored by Pepsi featuring Shahrukh Khan in ad. Also
an aid was featuring Sachin Tendulkar, Shane Warne and Carl Hooper Punch line "Bhaga
Diya Na".
In 2004:
The Yojana "Toss Ka Boss" has been sponsored by Pepsi for "ICC
Championship Trophy" in England in September. The winner of this Yojana would get
the opportunity to watch the TOSS with Saurav Group on the pitch. After the collection of
hundred coupons of"Toss Ka Boss" Sticker any person may be winner this game.
In 2005:
This time the commercial advertisements have been done by
Amitabh Bachchan, Shahrukh Khan, Sachin Tendulkar, Yuvraj
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Singh, Zaheer Khan, and Mohd. Kaif etc. on the theme: "Oye Bubli
Oye Bubli". In
2007:
The commercial advertisement has been done on the theme :
"Yeh Pyass Hai Badi". In
2008:
This time the commercial advertisement has been done by
Shahrukh Khan, Dipika Padukon and Ranbir Kapoor on the theme : "Yeh Hai
YounGistan Meri Jaan".
In 2009:
This time the commercial advertisement has been done by the M. S. Dhoni
(Captain of Indian Cricket Team) on the theme: "YEH HAl YOUNGIST AN MER!
JAAN"
In 2010:
This time the commercial advertisement has been done by M. S. dhoni (Captain of
Indian Cricket Team) & Ram Charan (Tamil Actor).
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HISTORYOFSOFTDRINKSINHYDERABAD
The soft drink market in India is quite wide. The production of soft drinks was
started on 27th March 1967 with the installation of Coca Cola bottling plant at Securabad
under the suspicious guidance of late industrialist Mr. Dharam Chand Kamani, Named as
Steel City Beverage Ltd. In 1977 with the advent of Janta Party Govt. It created trouble
for Coca-Cola which led to the withdrawal of its operation from India.
After the withdrawal of Coca-Cola from India, the Parle
monopolized the soft drink market in Hyderabad and took a lion's share of the projects from
the industry that even after McDowell's pure drinks and local drinks entered into the
market; they would not complete with Parle. Once again with the liberalization of economy
in 1991 Pepsi Food Ltd. entered in the Indian market. It started bottling on 24th March
1991 owned by Kamanis in collaboration with the Birla group which was once the bottling
plant for Coca-Cola. Through Parle range of products still
captures a large share of Hyderabad's soft drinks. Market vet Pepsi range of
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product is giving it a tough competition in all flavors i.e. Cola, Orange and Lemon.
In 1995 another bottling plant was installed at Hajipur Industrial
Area Pepsi Food Ltd., named PEPSICO INDIA HOLDING PRIVATE LIMITED.
To meet the requirement of PEPSI range of products not fulfilled by steel City
Beverages Ltd.
And due to increase demand of these brands. At present in Hyderabad there are two
bottling plants, the Orient Beverages Ltd. for Parle, now Hindustan Coca-Cola Beverage
Pvt. Ltd. for Coca-Cola is in Hyderabad and PEPSICO INDIA HOLDING PRIVATE
LIMITED. for Pepsi range of products, is located at
Hyderabad Industrial Area.
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HISTORYOFTHEPEPSICO INDIA HOLDING PRIVATE LIMITED.
With the urbanization of economy in 1991, about thirteen year after the exit of
Coca-Cola from Indian seen, an MNC (Multi National Company) globally known as
PCI (Pepsi Cola International) entered the Indian Market with its name, PFL (Pepsi Foods
Ltd.) it started bottling its products in Hyderabad by Steel City Beverages, Securabad on
24th March
1991. Late D.N. Kamani installed this very bottling unit in 1969. The company entered
the soft drink with the introduction of Coca-Cola and used to eater for the markets of
Hyderabad,. The company was the pioneer of soft drink in Hyderabad.
M/s PEPSICO INDIA HOLDING PRIVATE LIMITED. was established in the yearof
1995. A gentleman of Kolkata, KHILANI BROTHERS were responsible to set up this
bottling plant of Hyderabad Industrial Area, having this motto to cope up
whole north Hyderabad's market and to
satisfy the prospective consumers immediately - The function of
organization just started in 1996 but the production went to produce in March 1998.
It is one of those bottling units of PFL which corns under, FOBO (Franchise
Owned Bottling Operation). This plant was installed with an initial investment of Rs. 25
Crore. It started producing with its full
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capacity i.e. 600 bottles per minute and it will be the first plant in Hyderabad producing
with such capacity.
It is operating with the help of distributors of all over Hyderabad
exclusively stocking Pepsi range of products. It sells its product through different
distributor of PEPSI in Hyderabad. Though this plant was just completed of
establishment, yet in the very first season it has given its competitor a very tough fight.
The product range produced by Lumbini Beverages Ltd. is as under :
PEPSI
MIRINDA (Orange)
MOUNTAIN DEW
7UP
SLICE (Mango)
TROPICANA
SODA (LEHAR evervess)
AQUAFINA (Mineral Water
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Price (In April, 2010)
Price/Case 200 ml 250 ml 300 ml 600 ml 1 ltr. 2 ltr.
Pepsi 168/24 262/24 492/24 504/9
7UP 168/24 262/24 492/24 504/9
Mirinda (O) 168/24 262/24 492/24 504/9
Slice 268/24 504/9
Mountain Dew 168/24 492/24 504/9
Aquafina (M.W.) 136/12
Soda (LEHAR
everess)130/24
Pepsi (Slim cane) 336/24
7UP (Slim cane) 336/24
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Price/Case 200 ml 250 ml 300 ml 600 ml 1 ltr. 2 ltr.
Mountain Dew
(Slim cane)336/24
Slice (Slim cane) 336/24
Mirinda (O)(Slim cane)
336/24
TROPICANA
Mango 470/30 783/12
Mixed Fruit 470/30 783/12
Guavas 391/30 783/12
Apple 391/30 783/12
Orange 391/30 783/12
Litchi 391/30 783/12
Pine-apple 391/30 783/12
TROPICANA(SUGAR-FREE)
Mango 522/30 887/12
Mixed Fruit 522/30 887/12
Guavas 522/30 887/12
Apple 522/30 887/12
Orange 522/30 887/12
Litchi 522/30 887/12
Pine-apple 522/30 887/12
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ORGANIZATIONAL SET UP
Managing Director
Director
CEO COO
HOS Production Manager HRD Finance
TDM MDM
BDM MDC
CE ME
PSR MERCHANDISER
SALES PERSON
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PRODUCT PROFILE
S.No. No. of Product Quantity Colour Flavour
1 Pepsi Cola 200ml Burnt - Sugar Cola
2 Pepsi Cola 300ml Burnt - Sugar Cola
3 Pepsi Cola 600ml Burnt - Sugar Cola
4 Pepsi Cola 2000ml Burnt - Sugar Cola
5Pepsi Cola (Slim
Cane)250ml Burnt - Sugar Cola
6Pepsi Cola
(Cane) 330ml Burnt - Sugar Cola
7Pepsi Cola
(Cane)200ml Sunset Orange
8 Mirinda (Orange) 300ml Sunset Orange
9 Mirinda (Orange) 600ml Sunset Orange
10 Mirinda (Orange) 2000ml Sunset Orange
15 7 UP 200ml None Colour Lime
16 7 UP 300ml None Colour Lime
17 7 UP 600ml None Colour Lime
18 7 UP 2000ml None Colour Lime
19 7 UP (Slim Cane) 250ml None Colour Lime
20 7 UP (Cane) 330ml None Colour Lime
21 Mountain Dew 200ml None Colour Lime
22 Mountain Dew 600ml None Colour Lime
23 Mountain Dew 2000ml None Colour Lime
24 Slice 250ml Mango Mango
25 Slice 500ml Mango Mango
26 Slice 1200ml Mango Mango
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27 Tropicana 200ml Brown
Orange AppleMango PineappleMixed
28 Tropicana 1000ml Brown
Orange AppleMango PineappleMixed
31Soda (LEHAR
evervess)300ml
32Soda (LEHAR
evervess)600ml
33 Aquafina 1000ml
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MANUFACTURING PROCESS OF
PEPSICO INDIA HOLDING PRIVATE LIMITED.
PEPSICO INDIA HOLDING PRIVATE LIMITED. A private owned company
at L.B Nagar Industrial Area (Hyderabad) is a franchise of PEPSI Food India Ltd. The
company manufactures the product in two lines. The first line is PET (600, 2 ltr.) and
2nd
line is of 200 ml & 300 ml. The factory bottling
unit is capable of producing 1200 per minute (200 ml & 300ml). The
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products are ofPEPSI soft drinks, like Pepsi, 7UP (Orange, Lemon), Slice" Mountain Dew,
Tropicana, Soda (LEHAR evervess) & Aquafina (Mineral water). The factory came into
operation in 14th April, 1998.
COM P A N Y L E A D E RS H IP
PRODUCTION PROCESS
For any production to start it requires definite raw materials. A soft drink bottling
plant requires the following raw materials :
1. Sugar
2. Carbon dioxide gas
3. Water
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4. Essence
5. Crown cork
6. Glass bottles and
7. Plastic Crates
1. Sugar :
High purity crystal sugar is required to produce the sugar syrup for soft drinks. The
main and a dependable supplier if M/s KCP Ltd. of Madras. Requirement of sugar has been
estimated at 786 gm per crate for all flavors.
2. Carbon dioxide Gas :
Carbon dioxide gas is the required purity is sourced from Mumbai, Nagaland,
Bhatinda etc.
3. Water :
The entire requirement of water is met from the high yielding deep tube wells with
pumps which have been considered in the plant. The raw water is chemically treated and
water quality is strictly adhered to
through regular sampling and analysis.
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4. Essence :
Pepsi food Ltd. supplies all flavors of essence from plant at
Channo, Bhawanigarh, and Punjab through road transport.
5. Crown Cork :
Crown corks are being mainly source from the following
manufactures.
a. Manksia Crown Ltd., Bhopal
b. Manksia Closures Ltd., Hyderabad c.
Adit Metal Decor Ltd. Ghaziabad
6. Glass Bottles :
PEPSICO INDIA HOLDING PRIVATE LIMITED. takes flint & green glass bottlefrom
Hindustan National Glass Ltd. , Tapovan (Hrishikesh).
7. Plastic Crates :
PEPSICO INDIA HOLDING PRIVATE LIMITED, takes plastics crates from
Neelkamal plastic Ltd., Nasik, Supreme Industries Ltd., Nasik.
METHOD OF PRODUCTION
Since PEPSICO INDIA HOLDING PRIVATE LIMITED. is a franchise of Pepsi
Food Ltd. their standard process for bottling is followed :
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2. Preparation of syrup
3. Preparation of carbon dioxide charged liquid.
4. Washing of Bottles
5. Filing the bottles.
6. Testing of products
1. Treatment of water :
Stored water from the tube well is being treated in the water treatment
plant. The process involved is known as coagulation. Main chemical used
are Ferrous Sulphate, Calcium Hydroxide and
Chlorine.
Initially water is treated with these chemicals in the treatment tank.
The water now becomes turbid.
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Next it is send to sewed-filter to remove the turbidity. All impurities get
settles at the base and are removed. Then it is send to the carbon tank where all
the micro-organisms and chlorines are removes. The water so obtained is completely free
from any kind of impurity and can be sued for further processing.. The maximum alkalinity
maintained is all much as 50 r.p.m.
2. Preparation of Syrup :
There is a separate SYRUP ROOM FOR PREPARATION OF SYRUP.
Here syrup is prepared from treated water, sugar and
concentrates. This room is well equipped with several tanks and filter.
The first one is "heating tank" in which syrup is actually prepared. Calculated
amount of sugar along with concentrate and water being heated up to 85 degree. Thus, a
saturated solution is being prepared.
Next it is send through a machine called "filter press" where the syrup is filtered.
Filter syrup is next passed through a Para flow cooler where, by recycling and
by glycol to 20-25 degree. Cooled syrup is then stored in the syrup tank. These are fine
steel made syrup tanks. These tanks
are washed every week.
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3. Preparation of Carbon dioxide charged liquid :
From syrup tank, syrup comes to the purified carbon dioxide gas under
pressure in a define proportion.
4. Washing of bottles :
It is completely on auto process, which takes place within a machine
called washer machine. The machine has three compartments. Bottles for washing
are placed on the conveyer which goes inside the machine and gets successive
treatment Bottles are treated with 4% Caustic Soda in the first compartment at a
temperature about 100-150 degree F. Next these are sending to the second
compartment where bottles are again treated with 2% caustic soda of 120 degree F.
In the third compartment bottles are treated with soft water. Time duration in each
compartment is 10 minutes.
5. Filing the bottles :
Carbonated syrup is filled in the filter machine from this machine syrup is
poured into the bottles in calculated amount. The exact rate of filling in
600 bottles p.m. Meanwhile crowner machine helps in closing the tight with the help
of crown.
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6. Testing of products :
Finally the finished syrup during bottling is tested in laboratory to meet the
parameters and also to get standard and quality products. To maintain the
standard and uniformity in products the sugar contents and carbonation in the filled
bottle are checked in regular intervals by certified by bricks- hydrometers, refractor
meters & pressure gas. The dead weight tester is needed calculate pressure gas to
know meter. Electronic Digital Balance is used to weight chemical to conduct test
in lab. A CO purity tester checks the purity of CO.
The microbiology test of the products and water used in syrup making
and production are also done to ensure that the product is free from any
bacteriological contamination. To conduct the micro test, hot sterilizer,
incubator, autoclave, pads filter membranes media
are produced and used.
The diesel generator is operated in case of electricity failure for smooth
operation of plant. To drawn electricity for the state Electricity Board the
transformer used.
Furnace Oil / Diesel Oil is used in boiler for generation steam. Thus we see
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that from beginning to end of the products in process, entire operation is untouched by
human hands. Only when the bottles are sealed
they are lifted off by the hands and placed in the cases.
REVIEW OF LITERATURE
Consumer
A consumer is an individual who purchase or has the capacity to purchase goods and
services offered for sale by marketing institutions in order to satisfy personal or
household needs, wants or desires.
According to a statement made by Mahatma Gandhi, consumer refers to the following,
A consumer is the most important visitor on our premises. He is not dependent on us.
We are dependent on him. He is not an outsider to our business. He is part of it. We are
not doing him a favour by serving him. He is doing us a favour by giving us an
opportunity to do so.
So consumer is like the blood of our business and also a satisfied customer is a word of
mouth advertisement of a product / services.
Attitude
A mental position consisting of a feeling, emotion, or opinion evolved in response to anexternal situation. An attitude can be momentary or can develop into a habitual position
that has a long-term influence on an individual's behavior. Attempts can be made to
modify attitudes that
have a negative effect in the workplace, for example, through education and training. The
employee, the position of the body or way of carrying oneself.
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Attitudes are evaluative statement favorable or unfavorable related to person, object or
event. They reflect that how one feel about something. For example if someone says that
I like my job. This statement expresses his attitude towards his job. Each and every
person hasdifferent attitude at different conditions.
There are three components of attitude.
1: Cognitive component:
It refers that's part of attitude which is related in general know how of a person, for
example, he says smoking is injurious to health. Such type of idea of a person is called
cognitive component of attitude.
2: Effective component:
This part of attitude is related to the statement which affects another person. For example,
in an organization a personal report is given to the general manager. In report he point out
that the sale staff is not performing their due responsibilities. The general manager
forwards a written
notice to the marketing manager to negotiate with the sale staff.
3: Behavioural Component:
The behavioural component refers to that part of attitude which reflects the intension of a
person in short run or in long run.
For example, before the production and launching process the product. Report is prepared
by the production department which consists of their intention in near future and long run
and this report is handed over to top management for the decision.
If you have grown up in a loving and supporting family, your attitude to life in general
will be positive and you will meet all people with respect, the support of your family also
will make you overcome all difficulties of life with ease. Positive thinking (attitude) is a
strong motivator. If the opposite happened, may turn out to be a mean and jealous person,
holding most people in low regard, not respecting laws of society or government, your
negative attitude will draw negative happenings to you. A very sad state, indeed if your
family failed, you can still turn to religion to discover why nobody likes you because of
your attitude. All religions offer some answer, and the rest you can figure out yourself!
Leading a happy life has to do with attitude: where do I really stand and where has my
family put me to stand? Where and what is the place I should take and how much space is
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due to me depending on my merits? Attitude is a reflection of your mind as the way it
attends to a problem. This is a relative term, because it changes as per situation. Whether
it is positive or negative depends upon its suitability to the attitude of the receiver, and
the ultimate result of the decisions taken. All relative! It is influenced by your formative
strengths & weaknesses, grooming back-ground, maturity, and thorough knowledge of
the event.
CONSUMER SATISFACTION
Every human being is a consumer of different produces. If there is no consumer, there is
no business. Therefore, consumer satisfaction is very important to every business
person.According to Philip Kotler consumer satisfaction is defined on,
personal feeling of pleasure resulting from comparing a products pursued performance
in relation to his /her expectations.
Consumer attitude measurements are taken on either potential buries or existing clients
buries in order to identify their characteristics. Why should the competent market
engineer conduct consumer research? Consumer surveys can provide the researcher with
a wealth of information, valuable of the marketing function. Detailed information
regarding the customer in a market will provide the basic platform for all marketing
decisions. Marketing decision maker needs descriptive information about the
total potential unit and dollar sales in each segment. Perhaps the most important one is
that a seller needs to be aware of the relevant objective and need of consumer and how
their objectives might best be served by the products.
Importance of consumer satisfaction
The needs to satisfy customer for success in any commercial enterprise is very obvious.
The income of all commercial enterprise is derived from the payments received for the
products and services supplied to its customers. If there is no customer there is no income
and there is no business. Then the core activity of any company is to attract and retain
customers. It is
therefore no surprise that Peter Drucker the renowned management Guru, has said to
satisfy the customers is the mission and purpose of every business. Satisfaction of
customer is essential for retention of customers and for continuous sales of the products
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and services of the company to customers. This establishes the needs for and the
importance of customer satisfaction. The satisfaction of consumers is different from one
to
another. Became, each consumer has the different behaviour in their life. So, the marketer
satisfies the consumer, he must very well know the behaviour of consumer.
Ten Basic Rules For Customer Satisfaction
1. Involve top management.
2. Know the customers.
3. Let the customers define what attributes are important.
4. Know the customers' requirements, expectations, and wants.
5. Know the relative importance of customer decision criteria.
6. Gather and trust data
7. Benchmark the data against competitors, and identify competitive strengths and
weaknesses.
8. Develop cross-functional action plans that enhance strengths and correct weaknesses.
9. Measure performance continually and spread the data throughout the organization.
10. Be committed to getting better and better and better.
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DATA ANALAYSIS AND INTERPRETATION
Table 1
AGE OF THE RESPONDENTS:
Options No. of Respondents Percentage (%)
Less than & equal to 20 31 52
21-30 14 23
31-40 14 23
41-50 1 2
51 and above - -
TOTAL 60 100.00
INFERENCE
It is clear from the above table that 52% of the respondents
belong to the age group of less than or equal to 20 , percentage of the respondents
between the age group of 21-30 and 31-40 are 23 % each and 2% of the respondents
belong to the age group of 41-50.
Table 2
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GENDER:
Options No. of Respondents Percentage (%)
Male 49 82
Female 11 18
Total 60 100.00
INFERENCE
It is clear from the above table that 82% of the respondents are male and 18% of the
respondents are female.
Table 3
OCCUPATION:
Options No. of Respondents Percentage (%)
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students 47 78
service 4 7
business 3 5
Engineer 5 8
others 1 2
TOTAL 60 100.00
INFERENCE
It is clear from the above table that 78% of the respondents are
students.service,buiness,engineer and others form the remaining 22%.
Table 4
MARTIAL STATUS :
Options No. of Respondents Percentage (%)
married 8 13
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single 52 87
Total 60 100.00
INFERENCE
It is clear from the above table that 87% of the respondents are single and 13% of the
respondents are married.
Table 5
INCOME :
Options No. of Respondents Percentage (%)
Up to 5000 19 31
5000-10000 23 38
10000-20000 10 17
20000-50000 4 7
50000 and above 4 7
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TOTAL 60 100.00
INFERENCE
It is clear from the above table that 38% of the respondents have an income between
5000-1000.31% of the respondents have an income up to 5000.
Table 6
DO YOU DRINK PEPSI:
Options No. of Respondents Percentage (%)
Yes 55 92
No 5 8
Total 60 100.00
INFERENCE
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It is clear from the above table that 92% of the respondents like PEPSI and 8% of the
respondents dont like PEPSI.
Table 7
HOW DO YOU COME TO KNOW ABOUT PEPSI:
Options No. of Respondents Percentage (%)
Parents 10 17
Friends 13 22
Advertisement 35 58
others 2 3
TOTAL 60 100.00
INFERENCE
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It is clear from the above table that 58% of the respondents came to know about the
product from advertisement, 22% from friends ,17% from parents and 3% from others.
`
Table 8
DO YOU LIKE PEPSI ADVERTISEMENT:
Options No. of Respondents Percentage (%)
Yes 50 83
No 10 17
Total 60 100.00
INFERENCE
It is clear from the above table that 83% of the respondents like PEPSI advertisement
and 17% of the respondents dont like PEPSI advertisement.
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Table 9
DO YOOU LIKE ITS PACKAGING:
Options No. of Respondents Percentage (%)
Yes 45 75
No 15 25
Total 60 100.00
INFERENCE
It is clear from the above table that 83% of the respondents like packaging of Pepsi and
17% of the respondents dont like it.
Table 10
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HOW DO YOU RATE PEPSI:
Options No. of Respondents Percentage (%)
Bad 3 5
Satisfactory 27 45
Good 25 42
Excellent 5 8
TOTAL 60 100.00
INFERENCE
It is clear from the above table that 45% of the respondents are satisfied with the
product,42% of the respondents are of the opinion that the product is good ,8% of the
respondents are of the opinion that the product is excellent and 3% of the respondents
are of the opinion that the product is bad.
Table 11
DO YOU BELIEVE PEPSI IS WORTH ITS MONEY:
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Options No. of Respondents Percentage (%)
Yes 21 35
No 23 38
Dont know 16 27
Total 60 100.00
INFERENCE
It is clear from the above table that 35% of the respondents believe that pepsi is worth
its money ,38% believe that pepsi is not worth its money and 27% of the respondents
have no opinion about it.
Table 12
HOW FREQUENTLY DO YOU DRINK PEPSI:
Options No. of Respondents Percentage (%)
Once in a day 8 13
Twice a day 12 20
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Once in a week 25 42
Others 15 25
TOTAL 60 100.00
INFERENCE
It is clear from the above table that 42% of the respondents drink pepsi once in a week,
20% twice a day and 13% once in a day
Table 13
POPULARITY OF THE PRODUCT IN YOUR LOCALITY:
Options No. of Respondents Percentage (%)
Less 9 15
Moderate 34 57
High 17 29
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Total 60 100.00
INFERENCE
It is clear from the above table that 57% of the respondents are of the opinion that
pepsi is moderately popular in their locality,29% the respondents are of the opinion that
pepsi is highly popular in their locality and 15% the respondents are of the opinion that
pepsi is less popular in their locality
Table 14
AVAILABILITY OF THE PRODUCT IN YOUR LOCALITY:
Options No. of Respondents Percentage (%)
Less 4 7
Moderate 26 43
High 30 50Total 60 100.00
INFERENCE
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It is clear from the above table that 50% the respondents are of the opinion that pepsi is
highly popular in their locality,43% of the respondents are of the opinion that pepsi is
moderately popular in their locality, and 7% the respondents are of the opinion that pepsi
is less popular in their locality
Table 15
DO YOU THINK PEPSI IS SUPERIOR TO OTHER SIMILAR BRANDS IN THE
MARKET :
Options No. of Respondents Percentage (%)
Yes 23 38
No 25 42
Dont know 12 20
Total 60 100.00
INFERENCE
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It is clear from the above table that 38% of the respondents believe that pepsi is
superior to other brands ,42% believe that pepsi is not SUPERIOR TO OTHER
BRANDS and 27% of the respondents have no opinion about it.
FINDINGS AND SUGGESTIONS
FINDINGS
It is inferred from the analysis that maximum of the respondents belongs to age
group of 20 years and below.
It is noted from the analysis that maximum no of the respondents are students.
It is noted from the analysis that maximum no of the respondents are sinlge.
It is inferred from the analysis that maximum of the respondents are having
Rs5000-10000 family income per month.
From the survey I found that the consumers came to know about the pepsi
through advertisement this means that they have strong medium of advertisement.
It was observed that most of the customers expressed their unhappiness over the
price of pepsi. despite this the consumers prefer pepsi because of the quality and
it shows that customers are very loyal towards the pepsi brand.
During the study it is found that packaging of products is excellent, so we can say
that packaging is at its best level, which is also an influencing factor to attract the
customers.
It is inferred from the analysis that maximum no respondents agree that
promotional tools used by company are good and attractive.
During the study it is found that the brand image of pepsi is as good as other
brands in the market.
During the study it is found that consumers have positive attitude towards pepsi.
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Through my survey, I came to know that most of the customers are satisfied with
pepsi.
Consumers do not differ in their opinion about the price of pepsi on the basis of
age.
Consumers do not differ in their opinion about the attitude towards pepsi on the
basis of age.
Consumers do not differ in their opinion about the satisfaction level towards
pepsi on the basis of age.
Consumers do not differ in their opinion about the loyalty towards pepsi on the
basis of occupation.
Consumers differ in their opinion about the price of pepsi on the basis of
occupation.
Consumers do not differ in their opinion about the quality of pepsi on the basis
of occupation.
SUGGETIONS
From the survey of consumers it is clear that not only brand positioning, brand image and
consumer demands are controlling factors of the sale of product of the company but the
attitude and satisfaction also play a major role. Pepsi should thus focus on the following
points:
During the analysis I found that company is having brand image and people love
the pepsi
To retain existing customers means offering the best scheme. This would
automatically attract new customers.
Know the customer needs and understand them thoroughly before they know
them themselves.
There should be no compromise in quality and the availability of pepsi.
Let the customers define what attributes are important. Know the customers
requirements, expectations, and wants.
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Benchmark the data against competitors, and identify competitive Strengths and
weaknesses.
To use technology to improve customer service and enable a greater degree of
customer differentiation in order to deliver unique customer interactions.
Be committed to getting better and better .
CONCLUSION
It is concluded that brand equity might be influenced by attribute knowledge more
than consumer preference. This may be due to consumer biasness and prejudice,
Consumers product evaluations are influenced by memory. The biasness can be reduced
by having current information, experience and knowledge. Therefore, its not surprising
that brands that consumers believe offer superior value are most preferred brands chosen
often. Brands with higher equity resulted in greater preferences and high market shares.
Price is one of the attribute used by consumers to evaluate a product. Price can
sometimes be an indicator of quality; with a higher price indicating higher quality.
Consumers perceive that a higher price can be attributed to the higher cost of quality
control. Some consumers are highly price sensitive; where by a high prices may shift
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consumers to Competitive brands. Therefore price can have a positive or negative
influence on customers.
BIBLIOGRAPHY
BOOKS :--
(1) Kothari C.R Research Methodology second revised edition , New Age
International publisher
(2) Philip Kotler Marketing Management Eleventh Revised Edition Eastern Economy
edition
NEWSPAPERS :--
The Hindustan times
The Times Of India
The Hindu
The Telegraph
Magazines :--
Advertising Management Business India
Business Today
Business World
Website :--
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www.pepsiworld.com
www.pepsico.com
www.google.com
APPENDIX
QUESTIONNAIRE
A STUDY ON CUSTOMER SATISFACTION TOWARDS PEPSI
1. Name of the respondent(optional):........
2. Age: less than or equal to 20 20-30 31-40 41-50 51 and above3. Sex: male female4. Occupation: student service business engineer others5. Marital status: married single6. Income (per month): up to 5000 5000-10000 10000-20000 20000-50000
50000 and above7. Do you drink pepsi: yes No8. How long have you been drinking pepsi:.. Years
9. How do you come to know about the product: parents friends advertisement others
10. Do you like pepsi advertisement: yes No11. Do you like its packaging: yes No12. How do you rate pepsi: Bad Satisfactory good excellent13. Do you believe pepsi is worth its money: Yes No Dont know14. Improvements that have to be made to the product ,if
any..................................................
15. Popularity of the product in your locality: Less Moderate High