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    0000004

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    Diwakar Gaurav Jain
    The document discusses marketing mix strategies and strategic marketing. It specifically examines Pepsi's performance in the Kosi Kalan region of India. The marketing mix refers to the 4 P's of marketing - product, price, place, and promotion. A survey of 80 consumers in Kosi Kalan found that Pepsi brands accounted for 64% of total soft drink sales, but some consumers disliked Pepsi's sweetness. Diet Pepsi was less well known than Diet Coke due to lack of advertising. Dealers requested incentives to improve distribution.

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    0000004

    Uploaded by

    Diwakar Gaurav Jain
    93 views11 pages
    The document discusses marketing mix strategies and strategic marketing. It specifically examines Pepsi's performance in the Kosi Kalan region of India. The marketing mix refers to the 4 P's of marketing - product, price, place, and promotion. A survey of 80 consumers in Kosi Kalan found that Pepsi brands accounted for 64% of total soft drink sales, but some consumers disliked Pepsi's sweetness. Diet Pepsi was less well known than Diet Coke due to lack of advertising. Dealers requested incentives to improve distribution.

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    The document discusses marketing mix strategies and strategic marketing. It specifically examines Pepsi's performance in the Kosi Kalan region of India. The marketing mix refers to the 4 P's of marketing - product, price, place, and promotion. A survey of 80 consumers in Kosi Kalan found that Pepsi brands accounted for 64% of total soft drink sales, but some consumers disliked Pepsi's sweetness. Diet Pepsi was less well known than Diet Coke due to lack of advertising. Dealers requested incentives to improve distribution.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    93 views11 pages

    0000004

    Uploaded by

    Diwakar Gaurav Jain
    The document discusses marketing mix strategies and strategic marketing. It specifically examines Pepsi's performance in the Kosi Kalan region of India. The marketing mix refers to the 4 P's of marketing - product, price, place, and promotion. A survey of 80 consumers in Kosi Kalan found that Pepsi brands accounted for 64% of total soft drink sales, but some consumers disliked Pepsi's sweetness. Diet Pepsi was less well known than Diet Coke due to lack of advertising. Dealers requested incentives to improve distribution.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 11

    The topic is the Marketing Mix & Strategic

    Marketing. The Marketing Mix refers that the 4


    P’s of the marketing which means Price, Place,
    Promotion and Product. These 4 p’s help to the
    management to segments the market.
    And the Strategic Marketing refers which helps
    the making of strategy for management. It
    support to the company to identifying specific
    product. It also helps to determine the
    technical/physical, political, legal, social, and
    cultural environment to making the strategies
    for marketing policy..
    Place Product Promotion Price
    Channels Product Sales Promotion List Price
    Variety
    Coverage Quality Advertising Discounts
    Features
    Assortments Brand Name Sales Force Allowances
    Packaging
    Locations Sizes Pubic Relations Payment period
    Services
    Inventory Warranty Direct Marketing Credit Payments
    Return
    Transport
    On the study’s part the objective is–

    •To determine the sales of PEPSI brands in


    total soft drink sales at Kosi Kalan.

    •What is the market of the Diet Pepsi in Kosi


    Kalan?

    •Is Company providing the incentives for the


    dealers and salesmen?

    •To identify the distribution channels.


    The data collection mode used to get the desired information
    from primary sources ,secondary sources, Unstructured Direct
    Interviews & the instruments used in the Questionnaire. In this
    research data was collected through two different modes,
    namely-

    •Primary data collection


    •Secondary data collection

    Primary data collection: Primary data was collected through


    Questionnaire Surveys and direct interviews.

    Secondary Data Collection: Secondary data was collected from


    internet, magazines and data provided by Varun Beverages
    itself.

    Research Method:- Exploratory & descriptive


    Sample Size:- 80
    Sampling Method – Stratified Sampling
    Universe:- Kosi Kalan Region
    •the sales of the pepsi brands soft drink is
    •Some
    64% consumers
    of total don’t
    sales of soft like
    drinkthe
    in taste of PEPSI.
    Kosi Kalan.
    The factors were identified as its Sweetness
    and low fizz.

    • Mostly people don’t know about the Diet


    Pepsi in Kosi Kalan in comparison of the Diet
    Coke due to non usage of
    Bill boards and posters .

    •Dealers and salesmen are asking for the


    incentives.
    This is one of the most important and most difficult part of the study.
    Some of the important recommendations are as follows-
    •Company should produce the product in comparison of the Coca
    Cola brand’s Thums Up. So that some people those who don’t like
    the pepsi because of sweetness ,so that they prefer another
    brand of pepsi which taste is hard in comparison of thums up.

    •It is the necessary to the company to more aggressive


    advertisement and increase public relationship to increase the
    awareness and sale of diet pepsi.

    •The Company should provide the conveyance facilities for the


    dealers because mostly dealers have own vehicle to distribute the
    goods, but in the market demand is more but for the supply
    dealers have less vehicles.

    •It will be beneficial for the company , they should provide the
    incentives for the dealer and salesmen so that they increase their
    efficiency and effectiveness in distribution of the products.
    •The Distribution Network of Pepsi

    is good but not strong.


    •Pepsi has good brand image and recall in
    the customer’s mind but the most
    surprising thing is that when compared
    with Coke, Pepsi lags behind in terms of
    brand image.
    •Because of fierce competition PepsiCo
    has spend heavily on Ads in order to
    increase the brand recall and successfully
    face the competition.
    Q1) WHAT DO YOUT THINK OF PEPSI’S PERFORMANCE
    AS A BRAND?

    •VERY GOOD
    •GOOD
    •AVERAGE
    •POOR

    Q2) HOW ARE THE SALES FIGURES IN THE PRESENT


    PEAK SEASON AS COMPARED TO COKE?

    •PEPSI IS IN FRONT
    •THEY ARE AT PAR
    •COKE IS AHEAD
    Q3) HOW ARE THE SALES OF DIET PEPSI IN
    COMPARISON TO DIET COKE?

    More Equal Less

    Q4) What method do you usually use to place your orders?

    Ready sale Pre sale booking Phone booking

    Q5) Is distribution channel good?

    Yes No Not Bad.

    Q6) What type of advertise customers want?


    T.V. Newspaper Posters

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