ANALYSING THE E&D PROGRAM BRAND PEPSI & ROLLING OUT THE AUDIT FRAMEWORK

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AMITY UNIVERSITY UTTAR PRADESH NOIDA
AMITY SCHOOL OF BUSINESS
Summer Internship Project Report
On
ANALYSING THE E&D PROGRAM BRAND PEPSI & ROLLING OUT
THE AUDIT FRAMEWORK
Name of the Student: Mr. Arjun Bhalla
Enrolment Number: A3923014057
Class Roll Number: 43
Program: BBA+MBA (DUAL)
Batch: 2014-18
Faculty Supervisor: Dr.Priya Solomon

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DECLARATION
ANALYSING THE EATERY&DINNIG
PROGRAM OF BRAND PEPSI &
EVALUATING THE AUDIT FRAMEWORK
I declare,
That the work presented for assessment in this Internship Report is my own, that it
has not previously been presented for another assessment and that my debts (for
words, data, arguments and ideas) have been appropriately acknowledged
That the work conforms to the guidelines for presentation and style set out in the
relevant documentation.
Date: …………
ARJUN BHALLA
A3923014057
BBA+MBA(DUAL)
2014-18

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CERTIFICATE
I hereby certify that ARJUN BHALLA student of
BBA+MBA(dual) at Amity School of Business, Amity
University Uttar Pradesh has completed the Internship Report on
“ANALYSING THE EATERY&DINNIG PROGRAM OF
BRAND PEPSI & EVALUATING THE AUDIT
FRAMEWORK”,
Under my guidance.
Mrs. PRIYA SOLOMON
(FACULTY GUIDE )

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ACKNOWLEDGEMENT
I have taken efforts in completing dissertation report. However, it would have not been possible
without the kind support and help of many people’s. I would like to extend my sincere thanks to
all of them.
I would like to express my gratitude towards my supervisor Dr.priya solemon andMr.Prashant
gutchtheir kind co-operation and encouragement which helped me in completion of this project.
I will indeed like to thank my parents for their financial support.
I appreciate the support of my friends that were with me during the completion of this research.

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TABLE OF CONTENTS
S.NO TOPIC
1 Research Objective
2s RESEARCH METHODOLOGY
3 COMPANY OVERVIEW
4 INTRODUCTION TO E&D PROGRAM BRAND PEPSI
5 INFORMATION ABOUT THE INSTALLATION COMPANY
6 CITY-VISE OUTLET DISTRIBUTION
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QUESTIONNAIRE
8 AREA OF DISSATISFACTIONS
9 Recommendation and suggestions
10 CONCLUSION
11 BIBLIOGRAPHY

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OBJECTIVE
PRIMARY OBJECTIVE:
 To understand the marketing campaign Eater & Dinning of PepsiCo
 Carry out the functioning of the marketing campaign.
 Rolling out the mystery Audit frame work.
SECONDARY OBJECTIVE
 To understand and ensure the proper execution of the campaign
 To understand the area of dissatisfaction and finding out the
solutions of the problem by analyzing the feedback of the outlet
owner.
SCOPE OF STUDY
In today’s world, PepsiCo is the leading company in beverages market
which has a wide future scope so this campaign is related with the future
growth and the success of the company.

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RESEARCH METHODOLOGY
a) PRIMARY DATA
The data used in the project was collected through survey from retailers and end
user. The data was then arranged and analysis on the basis of this data was done to
come to important conclusions and to meet the objectives of the project.
b) SECONDARY DATA
Basic information was collected through CASE STUDY OF PEPSICO and various
books, sites , magazines and journals. Based on the information, questioner was
designed to get further information about the topic.
c) METHODOLOGY
Primary research has been conducted. Approximately 60 outlets have been
surveyed and then analyzed.

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COMPANY OVERVIEW
PepsiCo, Inc., established in 1965 through the merger of Pepsi-Cola and Frito-Lay may be a
world leader in convenient foods and beverage. The company consists of Frito-Lay North
America, PepsiCo Beverage North America, Quaker Food North America and PepsiCo
International. PepsiCo brands can be found in nearly 200 countries and territories. Its success is
that the results of superior product, high standards of performance, distinctive competitive ways
and also the high level of integrity of its employees.
PepsiCo offers product selections to fulfil a broad variety of wants and preference from fun-for-
you things to product selections that contribute to healthier lifestyles. The company's main
businesses include:
1. Frito-Lay snacks.
2. Pepsi-Cola beverages.
3. Gatorade sports drinks.
4. Tropicana juices.

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5. Quaker Foods.
The company has 2 major divisions that are operational in India. The first division is that the
traditional Beverages Division. The second division, is that of the Snack Food Division.
Beverages Division
The company has thirty seven bottling plants in India and one company-owned concentrate plant.
The most product are:-
Pepsi Cola
Diet Pepsi
7 Up
Miranda
Mountain Dew
Slice
Tropicana Juices
Aquafina
It is one of the biggest FMCG brands not only in India but also globally. Indeed, Pepsi Cola is
one of the fastest paced FMCG products worldwide.
Pepsi posed an exciting opportunity to study a brand that is automatically associated with youth
and energy
.I worked on Pepsi in order to understand the various aspects of its marketing strategy that has
made it the Number 1 Cola drink in India
I have also researched extensively on Pepsi’s distribution network and have made suggestions as
to how it can further improve its reach among users in the future.

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Marketing strategies adopted by Pepsi Co
 Extremely high visibility: enormous resources allocated for advertisement
 Positioned as a productor youth : target “ generation next “
 Unlike global trends, half of the PepsiCo distribution is done in INDIA by
COMPANY OWNED BOTTLING (COBOs)
 Very low brand loyalty among customers so sales depends on timely product
availability.
 Recent entry in rural market.

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PEST ANALYSIS
In order to go through the external macro-environment within which PepsiCo India operates, it's
necessary to investigate varied factors that not solely pose some serious threats but influence its
effectiveness.
Political Conditions
• Although it began its efforts within the mid-1980s, Pepsi was ready to make its entry into the
Indian cola market in mid 1990s. This was due to high excise duties and government
encouragement of fruit drinks over effervescent drinks. It had been together launched by
PepsiCo, Punjab Agro Industry Corporation and Voltas.
• Pepsi got into trouble in six months of its launch when it caught government’s attention
relating to its commitments. Soon after, a show cause notice was issued to the corporate for
prima facie violation of the conditions stipulated within the letter of intent in regards to the
assembly of soft drinks.
• Pepsi had a very important first mover advantage in India. It had obtained the govt. approval
for its downstream ventures previous to the FDI pointers that created Indian equity holding
necessary.
The government approval that Pepsi non heritable had allowed Pepsi to carry out acquisition of
assets to expand its business within the country. Pepsi used this clause to shop for out 100%
stake in some domestic bottling corporations together with Gujarat Bottling Company, the
previous Coke franchisee in Ahmadabad.
Economic Conditions
• The present Indian soft drinks market are often best described as a duopoly – the players being
Pepsi and coca cola. Therefore, Pepsi has enough monopoly power over the buyers.

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• In India, soft drinks market incorporates a fairly high price elasticity of demand which ensures
that producers should strike a balance between costs and sales volume. Therefore Pepsi is
determined to peg costs almost like Coca Cola in an attempt to gain market share and take a
look at to achieve market share through vigorous promotional activities.
• Pepsi was launched in India at the time once the country was trying to open up its economy
and was facing serious doldrums. therefore at the amount of economic instability, Pepsi had to
face issues to expand its operations.
Social Conditions
• Increasing income of middle class in India is a positive indicator for growth of products like
Pepsi and coca cola
• Westernized and stylish population of India is another huge market for Pepsi products
• Booming economy, rising buying power of the people and changing mind sets are factors
contributory to the increasing demand of the Pepsi products.
Technological conditions
• Pepsi has the technology to keep up a extremely economical distribution network that permits
it to satisfy the requirements of its customers throughout the country.
• Pepsis own building plants offers it an edge over its competitors in terms of quality of the
product and control over the products.

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INTRODUCTION
I was assigned to work on a campaign called as EATERY & DINNING or in short from
it was called as E&D
E&D marketing was planned and executed by PepsiCo on January in this campaign
PepsiCo wanted to show case their brand Pepsi to the people so that it can help the
company to grow its market share and the future growth for the upcoming summer season
when the sale of the CSD (Carbonated Soft Drink) touches the skies. according to
PepsiCo they wanted to increase their share by starting working on it from the 1st day of
the year.
Now the main objective for the marketers was to find & select a way by which they are
going to market Pepsi in the eyes of the customer, so then they selected some collaterals,
which are listed as below: -
1. Table Mats
2. Coasters
3. Tent cards
4. Utility Holders
5. Pepsi AXL LED Flange
6. Food Short
7. Backlit Flange
8. Thermos Flange

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Pepsi AXL LED Flange
Food Short

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Backlit Flange
Thermos Flange

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(COMPANY OWNED BOTTLING OPERATIONS) & FOBO (FRANCHISE OWNED
BOTTLING OPERATIONS) Markets to see that how much outlets are interested in the
program and ready to put these above collaterals in their respective outlets, after the recce the
main objective was to diversify the selected outlet in the tier-1 & tier-2 categories.
TIER-1 – The outlets named under in this list were having good grade eatery & dinning places
than the tier-2 categories.
TIER-2- The outlets named under in this list was either having dinning facility or not and they
were (dhabas) or the outlets which deal in bakery products (cake, baked bread, etc.) & majorly
who normally deals in TAKE AWAY.
After preparing the list of the outlets which were put under the TIER-1 & TIER-2 categories the
next step was to select that what types of collaterals were going to be put in the above categories,
So the company then decided the following step: -
TIER-1 –Company decided to put all types of collaterals in each & every outlet that landed in
this category, with also taking the respective choices of the outlet owner
TIER-2-As this was comparatively low earning outlets so Pepsi thought of giving them only the
(FOOD SHORT’S).
In the next phase the company wants to start the preparation of the collaterals as well as the
installation procedure in the outlets selected in the COBO&FOBO markets , For this the
company selected 2 third parties for the making & the installation procedure :-
 MSPL
 KINETIC
MSPL- MSPL did the installation in the cities mentioned below:
Ghaziabad
Noida
Lucknow
Kanpur
Varanasi
Parts of Delhi
Bangalore
Hyderabad
Parts of Mumbai

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KINETIC- KINETIC did the installation in the cities mentioned below:
Gurgaon
Faridabad
Parts of Mumbai
Pune
Thane & Vashi
Chennai
Parts of Delhi
After the installation procedure in the cities completed the next phase of the campaign was to
motivate all the waiters of the outlets, the company was more focused towards the waiters
because waiters were the only person in the outlet that not only handles customers but they also
maintained the outlets, as from the companies view they (waiters) were the person who will
actually offering Pepsi to a customer in the outlet and will be also going to maintain the
respective collaterals given to them.
To motivate the waiters of the respective outlet company planned to give them the gift on their
approach for Pepsi to the customers and also keeping the PURITY & CHARGING in the mind: -
PURITY- purity referred to the availability of the respective product in the shop.
CHARGING – charging referred to the stock which is kept in a good condition, for e.g. Pepsi
being refrigerated and is available to customer at a cool temperature.

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Gift Selection Process: -
In the next process of the mystery audit it was important for the company to select such type of
gift which will distributed among waiters that they can claim easily and more over should not
cause a very big hole on the pockets of the company, so they came across some of the
suggestions that are listed below: -
1)Gifting patym cash worth RS-300 to every waiter.
2)Gifting sodexo vouchers.
3)Gifting recharge coupons.
, so to make this campaign a success company instructed the mystery auditor to conduct a survey
in this survey he asked some general question to the waiters were he visited the outlet,
These questions are as below: -
QUESTIONS: -
1) Do you have a smart phone or a phone with internet facility?
2) Have you heard the names like (sodexo vouchers, Patym)?
3) What type of call operator services do you use?
ANSWERS: -
1) More than 80% of the waiters were not using the smart phones or phone that has internet
facility.
2) Many waiters were not knowing the name of (sodexo vouchers or Patym) and no. of
waiters who were knowing these application & voucher, but they were not aware of how
to redeem them.
3) Many waiters were using call operators like (airtel, idea, Vodafone, aircel, etc.)
So, after getting the above reviews from the market, company then decided to go for
“RECHARGE COUPONS” as they were cheap and friendly to the pocket and more over
accepted by every waiter.

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CITY-VISE OUTLET DISTRIBUTION
496
0
48
36
53
50
32
30 25
FOBO MARKETS
Delhi Gurgaon Faridabad Ghaziabad Noida Lucknow Kanpur Varanasi
335
076
28
154
93
214
COBO MARKETS
Mumbai Pune Thane & Vashi Bangalore Hyderabad Chennai

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Media Supplements Private Limited
Media Supplements Private Limited is a Private incorporated on 08 May 2012. It is
classified as Non-govt company and is registered at Registrar of Companies, Delhi.
Its authorized share capital is Rs. 500,000 and its paid up capital is Rs. 300,000.It
is inolved in Publishing [This group includes publishing whether or not connected
with printing. Publishing involves financial, technical, artistic, legal and marketing
activities, among others but not predominantly]Media Supplements Private
Limited's Annual General Meeting (AGM) was last held on 28 September 2015
and as per records from Ministry of Corporate Affairs (MCA), its balance sheet
was last filed on 31 March 2015.
Kinetic
Kinetic Worldwide is the global leader in understanding how brands can connect
with people’s lifestyles and the environments they engage with when away from
the home. Our expertise and insight allows us to deliver solutions for our clients
that achieve brand and marketing goals.
If there is an effective way to communicate with people outside of their homes and
on the move, they will find it. Kinetic has developed centres of excellence in
digital and aviation media, point-of-care communications, multicultural and mobile
marketing, and OOH printing and production to expand the possibilities of
communicating with a diversity of audiences on the move. They maximise the
impact of our clients’ investments through strategic thinking, proprietary tools, and
intelligent application of scale.
Kinetic’s network reaches across the globe. From 39 offices in 21 markets.

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QUESTIONNER
1. How many Collaterals have been installed in your outlet?
a) Up to 5
b) More than 5
2. Were there any visits from the mystery audit personnel to your outlet?
a) yes
b) no
3. Did you see any boomin the sale of Pepsi?
a) yes
b) no.
4. Did you find any type of Flaw in the Collateral’s,if so were they solved in
time by Varun beverages LTD.executives?
a) yes
b) no
5. Were you satisfied with the whole campaign?
a) yes
b) no

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INTERPRETATION: in 59 % of the outlets, up to collaterals were installed and , in 41 %
of the outlets more than 5
INTERPRETATION: 77 % people in the outlets said yes, and 23 % said no.
upto 5
59%
more than 5
41%
COLLETRALS IN OUTLETS
upto 5
more than 5
yes
77%
no
23%
yes
no

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INTERPRETATION: 69 % felt that there was boom in sales of Pepsi where as 31 % felt
that it doesn’t reached the desired objective.
YES
69%
NO
31%
BOOM IN SALE
YES
NO
YES
64%
NO
36%
PROBLEMS IN EXECUTION
YES
NO

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INTERPRETATION: 64% outlets faced problems but most of them were taken care of
within the time spam it aroused.
INTERPRETATION: 71 % people were satisfied.
YES
71%
NO
29%
SATISFACTION
YES
NO

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AREA OF DISSATISFACTION
 Huge cost of installation of collaterals in the outlets.
 Inefficiency from the side of the outlet staff from offering Pepsi to the customers.
 Moveable collaterals were of inferior quality due to which they were at high risk of getting
damaged. (For e.g. Table mats, coasters, utility holders, tent cards)
 The data sent by the mystery audit was not very accurate. Some data was biased.
 In Gurgaon, proper execution was not done as during my visit the owner of the outlets were
not satisfied and were not replying in a good manner.
 AXL glasses which were provided by PepsiCo to all the outlets were not made of good
quality.
 Table mats which were provided by PepsiCo to the outlets were not of good quality and
owners were not interested to keep them because of poor quality.
 Food Short ,Backlit Flange ,Thermos Flange which were provided by PepsiCo created lot of
problems at outlets such as connection problem and because of this the owners of outlets
were not satisfied.

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Recommendation and suggestions
1) Better quality of collaterals should have been used in the case of movable ones.
2) The cost of installation was very, much high. Strategies to reduce cost should have been
taken into consideration.
3) Sales boomed, but not as much as expected so better execution should have been ensured.
4) More of AXL glass should be provided according to the need and the size of the outlet.
5) Food short, backlit flange, thermos flange should have been set up near the socket connector
so that outlet owner should not have any issues in future.
6) More effective efforts should have been made by the Pepsi Co to motivate the owners and
the waiters so that they can help them to increase the market share.
7) Word of mouth is the key of success if the company will be able to impress the owners and
motivate them they can easily influence the customer to buy more of Pepsi and goodwill will
also be increased.

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CONCLUSION
 The objectives which were planned for the campaign have been met, but still this
campaign failed to bring “MARKET SHARE” for the CSD, still it brought 10% growth
in the season end.
 There was boom in the sales of the Pepsi. When these collators were provided by the
brand to the “TEIR-1 & TEIR-2” categories outlets, outlet owner showed a great
response as they were adding great amount of value to their outlets, they also mentioned
that they have never seen a company contributing so much to a single outlet.
 The effort which were taken by PepsiCo showed the positive result as the collaterals,
which are listed as below
o Table Mats
o Coasters
o Tent cards
o Utility Holders
o Pepsi AXL LED Flange
o Food Short
o Backlit Flange
o Thermos Flange
 Were selected by the company to make the product aware in the eye of the customer.
 This increased the market growth of the PepsiCo as well as it hammered the consumer
minds to buy the product which gave it a growth in the beverages market for the season
sale.
 Some glitches were faced by the outlet owner and PepsiCo took feedback from the
respective outlet owner & now it is trying to overcome the problem in the collateral’s in
the next phase of the campaign.
 The “MYESTERY AUDIT” idea was a very good start as it gave them the idea about the
condition of the collateral’s & also it influenced the waiters to offer Pepsi to every
customer who visit their outlet.
 This over all campaign helped the brand to raise a market share of 10%, which also
helped in making a healthy relation between the company and the actual seller as they
took the feedback from the outlet owner for any issues which they find in the collaterals
& according to these they will be making the collateral’s according to the owner’s
feedback & will rolling them out in the next phase.

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Bibliography
 Internet Sources
 http://www.wikipedia.com
 http://www.pepsicoindia.co.in/

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