44953474 Pepsi Miniproject8

8/22/2019 44953474 Pepsi Miniproject8

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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




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



15 7 UP 200ml 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



24 Slice 250ml 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:


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:


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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 :


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 :


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:


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:


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:


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:


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:


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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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:


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:


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:


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 :


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

Documents

44953474 Pepsi Miniproject8