A STUDY ON DEALERSHIP SATISFACTION (A study with reference to PEARL BOTTLING PVT LIMITED, VISAKHAPATNAM) A Project report submitted in partial fulfillment for award of the degree of MASTER OF BUSINESS ADMINISTRATION By U.Sanjeev Kumar Regd. No. 1225111157 Under the Esteemed Guidance of Dr.y.v.v.s.s.s. vara Prasad (ASSISTANT PROFESSOR) DEPARTMENT OF MANAGEMENT STUDIES GITAM UNIVERSITY (Established U/S 3 of UGC Act, 1956) Visakhapatnam-45 2011-2012 - 1 - ACKNOWLEDGEMENT It is my pleasure to acknowledge and express my gratitude to all those who helped me throughout in the successful completion of this project. I am very thankful to Sri. C.RAJASEKHAR Vice President (marketing), of Pearl bottling Private Limited, Madhurawada, Visakhapatnam, for extending support throughout the project. I am thankful to Sri B.SRINIVAS Dy.Manager (F&A), of TSPL, Visakhapatnam, for providing information regarding the project. I wish to express my gratitude to Prof K Siva Rama Krishna, Dean & Principal, GITAM Institute of Management, GITAM University, Visakhapatnam, for giving me this valuable opportunity to experience the work culture in an organization. I am grateful to Dr.y.v.v.s.s.s. Vara Prasad, assistant professor, GITAM Institute of Management, GITAM University, Visakhapatnam for his/her continuous guidance to accomplish this project work, successfully. U.sanjeev Kumar 1225111157 - 2 - - 3 - DECLARATION I, u.sanjeev Kumar, a student of Masters of Business Administration (M.B.A.), GITAM Institute of Management (GIM), GITAM University, hereby declare that the project work initiated on at ______________________ is a genuine work done by me in partial fulfillment for the requirement of the degree of Masters of Business Administration. I confirm this has not been published or submitted elsewhere for the award of any degree in part or in full. U.sanjeev Kumar 10-08-2012 - 4 - CERTIFICATE This is to certify that the project Report titled “-------------------------------------” is an original work carried out by ----------------- (Enrollment No 1225111157), under my guidance and supervision, in partial fulfillment for the award of the degree of Masters of Business Administration by GITAM Institute of Management, GITAM University, Visakhapatnam, during the Academic year 2011-12. This report has not been submitted to any other University or Institution for the award of any Degree/Diploma/Certificate. Signature of Guide Name and Address of the Guide: Dr.y.v.v.s.s.s. vara Prasad Assistant professor GITAM Institute of Management Visakhapatnam - 5 - CONTENTS CHAPTER – I Introduction Need for the study Objectives Methodology Limitations CHAPTER - II Industry Profile Company Profile CHAPTER – III Theoretical frame of study CHAPTER – IV Tabulation and Analysis CHAPTER – V Summary Findings Suggestions BIBLOGRAPHY ANNEXURES - 6 - CHAPTER- I - 7 - INTRODUCTION Modern age is full of competition. Today only way of success is your continuous efforts towards the growing market needs and in satisfying them. It is the marketer job to know what the marketspeaks i.e. the ever- c h a n g i n g n e e d s of the cus t o m er thr o u g h m a r k e t r e s e a r c h & a d o p t t h e m fruitfully. It is m u s t f o r a l l t h e companies to make policies according to the customers and thegovt. T o d a y to succeed for any o r g a n i z a t i on has to t a r g e t its customer needs, to create a culture in the organization i.e. market conscious & responsive to customer needs. Soft drinks industry has become big business in India in recentyears.The soft drink business underwent major change with the entry of PEPSI and re-entry of COCA- COLA in India in the late 80s when Parley with brands like Thumsup, Limca & Gold spot was a clear leader. Coca-Cola took up the product line of parley in 1993-94; today both brands are the Indians favorite soft drinks ` STUDY IS CONDUCTED CONSIDERING THE FOLLOWING ACCEPTS: Firstly, visage is a representative of soft drink market, which is highly promoting with a lot of potential, which is apt to be tapped. Secondly, the behavior of the retailer is very much influenced by the additional benefits he is getting for selling the products having. Thirdly, to understand the market condition of the sof t drinks in the present scenario and the competition level in the market. Considered the key role of the retailer in present day market as an attempt was made to study the impact of company’s schemes of offering coolers to the retailers. - 8 - NEED FOR THE STUDY The Indian soft drink industry has been growing at a healthy average o 12% per annum. The industry sells millions of crates every year giving sales revenue of cores the per capita consumption of soft drink is certain to expand. Hence, the manufacturers are making innovations in production & the distribution process as well as in advertising & creating new kind of attractive packaging to accelerate their growth. Soft drink market is very vast like an ocean as the demand is enormous, day-to-day changes in tasters, fashions, trends, etc., lead to tap the unexplored markets. However it is a pity that to have our own indigenous soft drink brand name of Indian origin through the length and breadth of the country. The entry of carbonated soft drink into the Indian soil is relatively new. The credit for introducing branded soft drink goes to pure drinks private limited, Delhi. Later on, this company became the franchised bottler of Coca-Cola, exports corporations. Accordingly, in 1950, Coca-Cola made its first debut of soft drink in India. However, the company left India in 1961, as it could not get the expected business in the market. The exit of Coke, the undisputed leader in the soft drink market, this company too was forced to leave Indian due to its non-competence with the & regulations of the Government-I 1977. Then coke became a boon to national manufacturers & all the players started increasing their business among the many national players, as if pure drinks emerged as the leader in the Indian - 9 - soft drink market. It believed that by the end Parle captured more than 75% of the National soft drink market. Pepsi-Cola North America, Headquartered in Purchase, N.Y., is the refreshment beverage unit of PepsiCo Beverages and Foods North America, a division of PepsiCo Beverages and Foods North America also comprises PepsiCo’s Tropicana, Gatorade and Quaker Foods business in the United State and Canada. Pepsi-Cola North America has carbonated soft drinks, including Pepsi, Diet Pepsi, Pepsi Twist, Mountain Dew, Mountain Dew Code Red, Sierra Mist, and Mug Root Beer account for nearly one-third of total soft drink sales in the United States. Pepsi-Cola North America’s non-carbonated beverage portfolio includes Aquarian, which is the number one brand of bottled water in the United States, Dole single-serve juices and Soda, which offers a wide range of drinks with herbal ingredients. The company also makes and markets North America’s best-selling, ready-to-drink iced teas and coffees via joint ventures with Lipton and Starbucks, respectively. Consumers adjust purchasing behavior based on their individual needs and interpersonal factors. In order to understand these influences, researchers try to ascertain what happens inside consumer’s minds and to identify physical and social exterior influences on purchase decisions. On some levels, consumer choice can appear to be quite random. However, each decision that made has some meaning behind it, even if that choice does not always appear to be rational. Purchase decisions depend on personal emotions, social situations, goals, and values. People buy to satisfy all types of needs, not just for utilitarian purposes. Prestige is another intangible need, and those concerned with status will pay for - 10 - it. However, goods appealing to this type of need must view as high-profile products that others will see in use. One benefit of targeting this type of market is that the demand curve for luxury products is typically the reserve of the standard; high status products sell better with higher prices. Some equate the type of need to meet with certain classes of goods. For instance, a need for achievement might drive people to perform difficult tasks, to exercise skills and talents, and to invest in products such as tools, do-it-yourself materials, and self-improvement programs, among others. The need to nurture or for nurturing leads consumers to buy products associated with things such as parenthood, cooking pets, houseplants, and charitable service appeals. Personality traits and characteristics are also important to establish how consumers meet their needs. Pragmatists will buy what is practical or useful, and they make purchases based more on quality and durability than on physical beauty. The aesthetically inclined consumer, on the other hand, has drawn to objects that project symmetry, harmony, and beauty. Intellectuals are more interested in obtaining knowledge and truth and tend to be more critical. They also like to compare and contrast similar products before making the decision to buy. Politically motivated people seek out products and services that will give them an “edge”, enhancing power and social position. Moreover, people who are more social can best motivated by appealing to their fondness for humanity with advertising that suggests emp0athy, kindness, and nurturing behavior. PepsiCo, Inc. founded in 1965 through the merger of Pepsi-Cola and Frito- Lay. Tropicana acquired in 1998. In 2001, PepsiCo merged with the Quaker Oats Company, creating the world’s fifth-largest food and beverage company, with 15 - 11 - brands – each generating more than $1 billion in annual retail sales.