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A Project Report on At A Project Report On “Channel Satisfaction” At Lumbini Beverages Pvt. Ltd. Hajipur Under The Guidance of Mr.Rakesh Ranjan [(Head-Marketing & Training), PEPSI, Patna (Bihar)] In Partial Fulfillment of the Requirements For the award of “Post Graduate Diploma In Management” (PGDM) Academic Session 2012-2014 Internal Guide Submitted By Dr.Monika Suri Abhishek Kumar Singh (Associate Prof.:-Marketing) Enrollment No.:-0122PGM031 Doon Business School, Dehradun Doon Business School-Global Behind Pharma City, Mi-122 Selaqui,Dehradun Tel:-0135-2699085 i Channel Satisfaction DECLARATION I, ‘Abhishek Kumar Singh’ declaring that all the information given in this project report is true and correct as far as I know. I am also declaring that all the work in this project is done by me and not copied from anywhere. Abhishek Kumar Singh Enrollment No-0122PGM031 Session- 2012-14 ii Channel Satisfaction iii Channel Satisfaction PREFACE There is a famous saying “The theory without practical is lame and practical without theory is blind.” This modern era is era of consumers. Consumers satisfy themselves according to their needs and desires, so they choose that commodity from where they extract maximum satisfaction. It has been identified that in the beginning of 21st century the market was observed a drastic change. The successful brand presents itself in such a way that buyers buy them in special values which match their needs. Marketing is an important part of any business and advertisement is the most important part of marketing. Summer training is an integral part of the PGDM and student of Management have to undergo training session in a business organization for 2 months to gain some practical knowledge in their specialization and to gain some working experience. Our institution has come forward with the opportunity to bridge the gap by imparting modern scientific management principle underlying the concept of the future prospective managers. To the emphasis on practical aspect of management education the faculty of Doon Business School-Global , Dehradun has with a modern system of practical training of repute and following management technique to the student as integral part of PGDM. in according with the above obligation under going project in “Lumbini Beverages Pvt. Ltd. Hajipur. The title of my project is “Channel Satisfaction” Certainly this analysis explores my abilities and strength to its fullest extent for the achievement of organization as well as my personal goal. (Abhishek Kumar Singh ) iv Channel Satisfaction ACKNOWLEDGEMENT At the very outset of engaging myself in to the Project Report, I would like to express my sincere gratitude to all those who extended their concern not only to convey their best wishes but also to give me support on this hi-undertone path. This Project Report on my 2 months practical training in “Lumbini Beverages Pvt. Ltd.” Hajipur (Pepsi) in area of Patna is a part of my course curriculum of my PGDM. This project could not have been completed without timely suggestion, advice and co-operation of a lot of persons. I am extremely thankful and pay my gratitude to the Head – Training & Placement Cell (Doon Business School,Dehradun for his valuable guidance and support on completion of this project in its presently . I am greatly obliged to Mr. Bhupendra Singh (HR Manager, Lumbini Beverages Pvt. Ltd. Hajipur) who accommodated me for training in this esteemed organization. I am highly indebted to Mr. Rakesh Ranjan (Head-Marketing&Training,Bihar) who provided me an opportunity to work and also guided me at every stage on my project. His proper direction and consult inspiration proved to be an asset for this project. A special appreciative “Thank you” is accorded to all staff of “Lumbini Beverages Pvt. Ltd.”, Hajipur and MDC, Patna for their positive support. I also acknowledge with a deep sense of reverence, my gratitude towards my parents and member of my family, who has always supported me morally as well as economically. At last but not least gratitude goes to all of my friends who directly or indirectly helped me to complete this project report. (Abhishek Kumar Singh) v Channel Satisfaction CONTENTS Preface Acknowledgement Title Chapter 1. Introduction of the Soft Drinks in India • History of Soft Drinks in India • History of Pepsi • Production Process • Product Manufactured and Main Consumer Chapter 2. Organizational Structure • History and Organizational Structure of Lumbini Beverages Pvt. Ltd. Hajipur • Objective of the Study • Importance and relevance of the Study • Future Growth Of Pepsi • Awards Chapter 3. Research Methodology of the study • Introduction to the study • Methodology used in the study • Research Design • Research Methology Chapter 4. Competition of Pepsi Vs Coke Chapter 5. A Theoretical frame work of Market Share Chapter 6. Market Evaluation System • Customer Survey • Every Dealer Survey (EDS) vi Channel Satisfaction • Signage • A Brief Summary Of Direct Interviews Chapter 7. Swot Analysis. Chapter 8. Mckinsey’s 7’s Framework Chapter 9. Conclusion and Suggestions • Limitation of the study • Scope of the Study Chapter 10. Questionnaire Bibliography vii Channel Satisfaction CHAPTER-1 INTRODUCTION TO THE SOFT DRINK IN INDIA • History Of The Soft Drink In India • History Of Pepsi • Production Process • Product Manufacturing And Main Consumers 8 Channel Satisfaction HISTORY OF THE SOFT DRINK IN INDIA Christopher Columbus as a traveler of world found a lot of new things which was not in the eye of the world community which is now in our history but now if any one does travel to whole part of world to get one thing in some form that is Pepsi. Travel to any corner of the globe you are sure to spot a label splashed in blazing blue, red and white becoming you to some “Sugared water”. This dark coloured drink WillyMilly has today become nothing but spot of an international anthem with young and old, rich and poor wants for a sip and saying “Yeh Dil Mange More.” Gold Spot is considered as the first branded soft drink established 53 years ago before all empowering Coca Cola entered the country to dominate the scene. It faced no competition and its euphoric imaged built up in the western countries helped it to get ready clientele and glamour. Parle Export Pvt. Ltd. is regarded as the first Indian company introducing Limca, a lemon drink complimentary to there well established Gold Spot in 1970 which got moderate success. However, before this, he had also introduced Cola Pepino which was withdrawn in face of tough competition from Coca Cola. When Coca Cola bid farewell in 1977, Indian market was open for various cold drinks several companies came forward publishing the different brands in the market. Parle people introduced their Cola Thumps Up with a mighty bang saying “Happy days are here again” as if happy days went away with Coca Cola.. Pure drinks of Delhi also without losing much time introduced pure drinks were producing and marketing Coca Cola earlier Campa Cola along with Campa orange and Campa lemon. Modern Bakeries entered in the market with the Double Seven. Moharn meakings with Merry Pikup and McDowell with Thrill, Rush and Sprint in Indian market where there was no competition previously. A cut throat competition and heavy advertising was on. Each one was trying their best to become the number one company with ‘A’ class product in the field of soft drink business in India. 9 Channel Satisfaction Now after a long gap the govt. of India has given permission to the Coca Cola to start their business in India. Coca Cola has joined hands with Parle to the business on the Indian soil. They are trying best to regain its prestige which it has before. The much rival of Parle is Pepsi an American concern. It started business the occupied nearly 50% share of soft drinks market in India. Now, Pepsi is going all out to prove that they are the best. 10 Channel Satisfaction HISTORY OF PEPSI PepsiCo is a USA based company having its headquarters at New York with the net worth of $30-40 million. The average sales of the company are approx 90 million bottles per month. Pepsi made it first international move in Russia in 1959. During the Khrushchev era, within 32 years Pepsi emerged as the biggest competitor for Coca Cola. Pepsi is available in 155 countries. In any soft drink, on the globe Pepsi food is one of the largest soft drink companies in the world with its headquarters in New York. It was invented by Pharmacist Culab D. Baradham in 1898 to cure the disease “Dyspepsia”. It is from this word that its name was related to Pepsi. Soon it entered the American market as soft drink, which at that time mostly dominated by Coca Cola, but soon Pepsi able to dominate the Cola market, and there after it never looked back. Pepsi and Coca Cola are engaged in ferocious cola war that has taken the whole world by storm. Pepsi entered the Indian soft drink in Kanpur in 1988 and began its production in May 1990 and soon it was giving the local contenders run for their money in soft drink market. It comes out with dazzling marketing innovation that rocked the cola market, like selling the product through function Pepsi outlets. Its advertisement agency was “Hindustan Thomson Association” (HTA). Its advertisement budget for 1995-1996 was valued at Rs. 24 crores which is likely to be increased manifold in coming years. Pepsi food is one of the largest and best foreign investments in India. Till today it has invested Rs. 500 crores in India to develop the local market. Pepsi has distributed exclusive franchises in India to bottle its total product. There are 28 bottling plant of Pepsi in India.
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