Pepsi Cola started in the January 1898, from a small Drug store in the city of North Carolina. The owner of the Drug store, Mr. Caleb Bradham, prepared a drink, which the customers called "the Bred Drink"

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Pepsi Cola started in the January 1898, from a small Drug store in the city of North Carolina. The owner of the Drug store, Mr. Caleb Bradham, prepared a drink, which the customers called "the Bred Drink". Bred registered this drink with the name of Pepsi Cola in 1903. Then he started his own production at Marco level and established his own company. The business expanded and this drink got fame time. In 1909 this company reached to 24 states of America with more than 250 dealers. The very first packing of Pepsi was in 16.5 ounce.
In 1932 Pepsi cola has introduced its new packing in 12 ounce. In 1950 Pepsi Cola has started its new Advertising Campaign with the name of "Refresh without Filling". It also changed the chemical formula and decreased its sweetness and calories.
With the efforts of the Sales & Marketing Department, Pepsi got so much fame that it established new plants at a rate of thirty per annum. In 1985 the design of the bottle has been changed after 20 years. And a new and attractive packaging has been offered with two new flavor i.e., Teem & Mirinda.
Today Pepsi is available in more than 160 countries of the world including Soviet Union & China.


Pepsi puts "a little twist on a great thing," introducing lemon-flavored Pepsi Twist and Diet Pepsi Twist. The product launch marks the return to lemon-flavored colas for Pepsi, which distributed Pepsi Light until the mid- 1980s. Colombian singing sensation Shakira stars in a series of new commercials for Pepsi just as her debut English-language album hits stores in the U.S. At the same time, Pepsi agrees to sponsor the Latin pop star's worldwide concert tour. Pop superstar Britney Spears appears in her first Pepsi commercial during the 2001 Academy Awards. The high-energy spot also runs online, where more than 2 million fans click their way to Britney's own version of "The Joy of Pepsi." Also Ricky Martin and Robbie Williams signed for Pepsi.


In December, American music and film sensation Beyoncé Knowles joins the Pepsi family. The company introduces Pepsi Blue. A fusion of berries with a splash of cola, the blue-hued soft drink is created by and for teens. Pepsi-Cola becomes the official soft drink sponsor of the National Football League in U.S. Supermodel Cindy Crawford unveils new Diet Pepsi graphics during the March Academy Awards telecast. The new packaging features a bubbly blue background that reflects the brand’s light, crisp, refreshing qualities. Cindy's commercial also helps introduce a new Diet Pepsi tagline, “ Think Young. Drink Young.”


Pepsi-Cola unveils a new advertising campaign, "Pepsi. It's the Cola," which is the brand's first major campaign shift since 1999. The new campaign highlights the popular soft drink that goes with everything from food to fun. Pepsi launches the biggest outdoor campaign in Australian history. Featuring aspirational local talent: Holly Valance, Harry Kewell and Chloe Maxwell. In Europe Pepsi launche campagne "OK Corral" with football players.


Pepsi launches two biggest new campaigns: "Dare for more" with appearance of Beyonce, Britney, Pink and Enrique Iglesias, and "Foot battle" featuring greater football talent: David Beckham, Roberto Carlos, Francesco Totti, Ronaldinho, Raul, Quaresma, Diego Cunha, Fernando Torres and Van de Vaart.

Shamim & Co. (Pepsi Cola)


Shamim & Co. (Pvt.) Ltd. was established in 1964, Shamim & Co. is a franchise of Pepsi Cola International Which deals in CSD (Carbonated Soft Drinks). Pepsi Cola International have 9 (nine) Franchises all over Pakistan. Shamim & Co. (Pvt.) Ltd. Jail Road Multan in one of them covering 18 District & 135 Stations.

Shamim & Co. Multan has very committed staff and this is the reason that it captures More than 70% share of market share.
Company has now serviced new experienced & competent sales staff & increases this share form 70% to 80 or 90%.
As for as Distribution / Placement is conserved company has a very well- establish distribution network covering whole of the franchise areas.
Depending on the potential of the town we have one and more than one distribution in each town. Sale supervisor / Sale officer is responsible for all the activities of that distributor. He looks after the stock availability, contingencies and all the routes covered by the salesman of that distribution. Salesman training is also a main responsibility of sale supervisor.
Company has invested too much money in shape of Coolers, Visi Coolers , Counters and Cabin.
Which are offered to those shops which are producing good sales to promote sales & oblige these shops?
All the services matters of coolers and maintenance and look after of these assets are also the responsibility of our sales force.

Every salesman in the distribution network is covering a specified area in which all the points and shops are listed in a “Route Card” salesman is bound to fill that

Route Card with the sales figures of every point on that specified day.
Pepsi Cola major competitor is Coca Cola in all over the world,
About Coca Cola:
Mission of Coca Cola international is “From our heritage to our mission to the people who bring our products to thirsty consumers, the Coca Cola is a part of lives everywhere”.
In order to achieve this mission, we must create value for all the constituents We serve, including our consumers, our customers, our bottlers and our communities.
The Coca Cola company creates value by executing a comprehensive business strategy guided by six key beliefs;

  • Consumer Demand drives every thing we do.

  • Brand Coca Cola is the core of our business

  • We will serve consumers a broad selection of the nonalcoholic ready to drink beverage they want to drink throughout the day.

  • We will be best marketers in the World.

  • We will think Globally and act Locally.

  • We will lead as a model corporate citizen

Objective of our business strategy are to increase volume, expand our share worldwide nonalcoholic ready-to-drink beverage sales, maximize our long term cash flows and create economic value added by improving economic profit.

Strategic Marketing:-

The Coca Cola Company versus PepsiCo

Market Share:

Pepsi-Cola ranked as the second -best selling soft drink in American supermarkets in 2000. A consistent runner-up to Coca-Cola Classic, Pepsi- Cola was joined by three other PepsiCo products in the year 2000 rankings – Mountain Dew, Diet Pepsi and Caffeine-Free Diet Pepsi.

Pepsi Coranked second in American CSD market share to the Coca-Cola Company, holding 31.4% during the same year. Coca-Cola Classic outsold all soft drinks in America during the year 2000, netting over USD$ 2 Billion at the cash register. The Coca-Cola Company maintains the CSD market as its primary line of business. With subsidiaries located throughout the globe, Coca-Cola is easily able to dominate the Global CSD market.

In the year 2000, Coca-Cola generated only 29% of its operating income in North America, representative of its large volume of international sales.4 inversely; PepsiCo maintains lines of business in both the CSD market and the snack foods market.

According to the Beverage Marketing Corporation (BMC), Coca-Cola has held command of over half of the world's CSD market since 1998. On a brand-by-brand scale, Coca-Cola took five of the top seven spots globally in 1999, with standard-bearer Coca-Cola holding a 28.6% share of global CSD volume. Pepsi-Cola was in second place with a 10.8% share, while PepsiCo's Mountain Dew placed sixth in terms of global Volume.

Table : 2003 Market Share

Pepsi Cola

Coca Cola

Market Share

31.4 %

44.1 %

No. of Countries



Variety of Product



Target Market




Focus Diff.





Market Penetration:

It is the shared goal of PepsiCo and Coca-Cola to increase the overall global consumption of their products. Kotler and Armstrong contend that improvements in advertising, prices, service and selection can increase repeat purchases and attract new consumers 7. In an attempt to increase market share during the famous “Cola Wars” of the 1980’s and 1990’s, PepsiCo initiated the “Pepsi Challenge” advertising campaign. Without changing their product, Pepsi temporarily enjoyed a heightened market share and began to penetrate further into the competitive American CSD market.
Coca-Cola responded with several attempts to counter the effects of Pepsi’s successful new marketing strategy. In late 1986, Coca-Cola renamed its top-selling CSD “Coca-Cola Classic” and launched a corresponding global advertising campaign. The success of Coca-Cola Classic has been based largely on the integrity of Coca-Cola’s original formula. Brand loyalty and insistence drive a large portion of the CSD market, and Coca-Cola has the advantage with their century-old formula.
In the 1990’s, Pepsi shifted their focus to the growing American teenage market. PepsiCo adopted a new marketing strategy which aggressively marketed through high school and college campuses. PepsiCo began selling contracts of exclusivity to hundreds of American schools, benefiting many schools with needed monies, and providing PepsiCo a direct link to American teenagers. While Coca- Cola has adopted a similar method of obtaining exclusive selling power, PepsiCo has followed up with various aggressive advertising campaigns using popular American teen icons to promote Pepsi products.
“The next generation” motto was replaced with “Joy of Pepsi” and “For those who think young,” targeting not only American youth, but the youthful mindset of every consumer. Pepsi continues to use teen and child icons to promote their products, while Coca-Cola has latched onto the remaining Baby-Boomer market. Through product placement and exclusivity contracts with restaurants, sports arenas, amusement/theme parks and various large event coordinators,

Coke has been able to increase their overall visibility to counter

Pepsi’s latest marketing strategies.
Speaking on the success of PepsiCo’s aggressively competitive marketing strategies, PepsiCo Chairman/CEO Roger Enrico writes:

Without Coke, Pepsi would have a tough time being an original and

Lively competitor. The more successful they are, the sharper we have to be. If

the Coca-Cola Company didn’t exist, we’d pray for someone to invent them,

And on the other side of the fence, I’m sure the folks at Coke would say that

Nothing contributes as much to the present-day success of the Coca-Cola

Company than… Pepsi.”
Market Development:
Identifying new and developing markets for current products – market development – is another method both Pepsi and Coca-Cola are presently using to increase overall sales. While PepsiCo’s shift in advertising to a younger audience can be considered market penetration, it also exhibits qualities of market development. Teenage Americans have not traditionally been looked at as a powerful consumer group until recent years. Identifying this developing market, among other demographic ‘micro-markets,’ Pepsi has been able to penetrate areas that Coca- Cola has not.
The Coca-Cola Company and PepsiCo alike have taken note of the potential for expansion in the geographic markets of China, India, Philippines. CSD market development ties in very closely with both market penetration and product development strategies. Many CSD preferences are tied to societal and/or cultural preferences and existing alternatives. Sprite and 7-Up (non-cola CSDs) have been very successful in African-American markets. In 2001, PepsiCo further augmented their marketing strategy to break into this previously unaddressed micro market with a new non-cola CSD named Code Red.

Product Development:

While targeting the African-American market, PepsiCo determined that its Mountain Dew line could be augmented with a new cherry flavor (Code Red). “PepsiCo also hit the streets to go after the black and Hispanic audience with whom Mountain Dew has traditionally not done as well. Rap jingles starring Busta Rhymes and Fatman Scoop hit the airwaves, and cases of Code Red mysteriously began to appear at the doors of inner-city influencers.”
Revisiting the “Pepsi Challenge” from the 1980’s and 1990’s, we see a larger attempt to increase market share with product development. Prior to releasing Coca-Cola Classic, Coca- Cola attempted to diversify their product with the 1996 introduction of Coke II. Altering the formula of their best-selling CSD, the Coca-Cola Company attempted to make the product more appealing to consumers. Coke II was very poorly received, and Coca-Cola’s attempt at product diversification failed with thousands of consumer complaints about the new formula.
In the brand-loyal CSD market, product modification is rarely well- received, as exemplified by the failure of colorless colas and the poor performance of recently released lemon-flavored colas.


Starting up or acquiring businesses outside of current markets and products – diversification – is an excellent way to strengthen a company. Profits and revenues generated by secondary or even tertiary ventures can provide additional resources to strengthen a businesses’ primary class of products. However, as Kotler and Armstrong explain, “companies that diversify too broadly into unfamiliar products or industries can lose their market focus.”

PepsiCo was faced with this very situation in the mid-1990’s with their restaurant ventures.

PepsiCo was operating with over 400,000 employees worldwide, many of whom supported one of the three fast-food chains under Pepsi’s banner. The hot food division of PepsiCo brought in the most revenue of any of their existing divisions, but was the least profitable. In 1997, PepsiCo spun off their restaurant businesses as Tricon Global Restaurants, in a move to keep from becoming too over-diversified.
PepsiCo, valuing its stability through diversification, moved to acquire Quaker and SoBe in 2001.Quaker specializes in health foods and is the industry leader in non-carbonated sports drinks. SoBe is a world leader in health and new-age non-carbonated beverages. PepsiCo correctly identified the global demand for more non-carbonated ready-to- drink beverages, and was able to move swiftly to diversify their holdings. Gatorade, a sports drink acquired with the Quaker purchase, sold slightly over USD$ 2 Billion in the year 2000 – rivaling Pepsi’s competitor Coca-Cola. Coca-Cola does not show any sign of moving into markets other than ready-to consume beverages, but still offers a wide array of diversified beverage products. The 239 beverage brands that Coca- Cola produces constitute a major portion of beverages available to consumers worldwide, covering dozens of micro-markets. Unlike PepsiCo, Coca-Cola has a long history of success with international marketing efforts and business strategy. Thus, rather than competing with Coca-Cola on in the international beverage arena, PepsiCo has ensured longevity with alternate product offerings.


An Overview
PepsiCo Inc. is among the most successful consumer product companies in the world with annual revenues of $24 billion and approximately 140,000 employees. Some of PepsiCo's brand names are nearly 100 years old but the corporation remains relatively young. PepsiCo Inc. was founded in 1965 through the merger of Pepsi-Cola Company and Frito-Lay Inc. PepsiCo divisions operate in two major domestic and international businesses: beverages and snack foods.
Through our divisions PepsiCo has achieved a leadership position in each of these business segments: we are world leaders in beverage bottling and we are the world's largest producers of snack chips.
PepsiCo's brand names are some of the best known and most respected in the world and our restaurants are named as favorites by millions of people. PepsiCo has achieved a continuing record of growth. This record is based on high standards of performance, distinctive competitive strategies which are superbly executed, the personal and professional integrity of our people, business practices and products.
Our overriding objective is to increase the value of our shareholders' investment through integrated operating, investing and financing activities. Our strategy is to concentrate our resources on growing our businesses, both through internal growth and carefully selected acquisitions within these businesses. These strategies are continually fine-tuned to address the opportunities and risks of the global marketplace. The corporation's success reflects our continuing commitment to growth and a focus on those businesses where we can drive our own growth and create opportunities.
PepsiCo's beverage business consists of Pepsi-Cola North America and PepsiCo International.
Pepsi assumes responsibility for supplying the essential ingredients of a product and it assures the bottler of exclusive right of sale within their specified geographical franchise area. It works with supplier firms to assure the availability of quality packaging, merchandising, and other related equipment made to standard specifications. It provides advertising campaigns and media support. It creates suitable promotional campaigns and marketing strategies. It offers aid in personnel training for sales and production staff. It makes available quality control facilities and technicians. It develops a national publicity effort and offers aid in formulating local level community relations projects. And, in addition to performing these functions, Pepsi offers service through a large field force, including specialists in a number of technical and marketing skills.
The bottler has reciprocal obligations in connection with their franchise right. They agree to only use approved advertising and distribute a finished product of unvarying high quality, to use merchandising materials, and to market the product vigorously.
Today, there are more than 400 Pepsi-Cola Bottlers in the US and more than 600 internationally. The product is sold in approximately 200 countries and territories. The Company itself operates only a relatively small number of bottling facilities, principally in larger metropolitan markets.
PepsiCo International (PCI) is PepsiCo's international soft drink operation and includes the business of Seven-Up International. PepsiCo beverages are available in about 195 countries and territories.
PepsiCo began selling its products internationally in 1934. Operations grew rapidly beginning in the 1950's. Today PBI accounts for about 20 percent of all soft drinks sold internationally.
PCI organization consists of three geographic business units, each with self-sufficient operations and broad local authority. The three units are:
- Pepsi-Cola Europe

- Pepsi-Cola Latin America

- Pepsi-Cola Asia

PCI beverages are produced by a combination of independent franchised bottlers, joint-venture bottling operations and company-owned bottling plants. PCI is the soft drink market leader in more than 50 countries and territories including Saudi Arabia, Venezuela, Russia, Pakistan, Hungary and Vietnam. Other key markets include Mexico, Saudi Arabia, Venezuela and Argentina. PI also focuses on high potential, underdeveloped markets, such as China and India. PI has also established operations in the key emerging markets of Eastern Europe, including Budapest, Warsaw, Prague and Moscow, where Pepsi-Cola was the first US consumer product to be marketed.

The division's flagship product is Pepsi-Cola, with its brand extensions Pepsi Max, Pepsi Light, Caffeine Free Pepsi, Caffeine Free Pepsi Light, Diet Pepsi, Pepsi Twist, Pepsi Blue, Vanilla Pepsi, Pepsi X and Wild Cherry Pepsi. The division's other major brands include Mountain Dew, 7UP, Diet 7UP, Mirinda and Teem. In all, PI offers dozens of soft drink brands in a variety of packages and sizes.


Pepsi believe the main 'drivers' behind consumer behavior are value, variety, attitudes and convenience.
Pepsi's direct competitor is Coca-Cola Amatil. The non-soft drink competitors are tea, coffee, water, energy drinks, sports drinks, milks, etc which are all consumed on beverage occasions. Pepsi aims to gain a greater share of these occasions.
The Marketing Mix:

Pepsi, Pepsi Light, Pepsi Twist, Pepsi Max, Pepsi Diet, Pepsi One, Pepsi Vanilla, Pepsi Blue, Pepsi Wild Cherry, 7UP, Diet 7UP, Caffeine Free Pepsi Light, Mountain Dew (including Diet, Caffeine Free, Code Red, and Live Wire flavors).


Pepsi is competitively priced to its major competitors, offering a better tasting product at a competitive price.


60% of the marketing funds are spent on advertising. Primarily TV advertising with radio, magazine, cinema and outdoor support. Other promotional items include: point of sale material, consumer premiums (e.g. clothing, caps, etc), sporting and concert sponsorships.
PAH/PI own the Pepsi brands. They sell the concentrate to CSA who manufactures and bottles the Pepsi products and distributes it to consumers. CSA distribute Pepsi via various channels e.g. major supermarket chains, smaller milk bars, restaurants and fast food outlets (KFC, Pizza Hut and Oporto). Pepsi also have refrigerated vending machines at various locations and workplaces.

Service the right pack size at the right price, in the right place at the right time.


1981 - Pepsi's Got Your Taste For Life!

1983 - Pepsi Now!

1984 - Pepsi, the Choice of a New Generation

1992 - Gotta Have It

1993 - Be Young, Have Fun, Drink Pepsi

1995 - Nothing else is a Pepsi

1999 - The Joy of Cola

2000 - The Joy of Pepsi

2002 - Ask for more

2003 - It's the cola

2004 - Dare for more

2005- Dil Hai Tu Maango Aur

At least 86% of soft drink is purified water. In the case of diet soft drinks water comprises around 96%.
Such as sugar (sucrose from sugar cane) or non-nutritive sweeteners. Sugar is used in Pepsi, 7UP, Mountain Dew and Mirinda. The most popular and most widely non-nutritive sweetener used is Aspartame. NutraSweet is the registered trade name and it is used in Pepsi Light, Diet 7UP and Pepsi Max. Aspartame, being 200 times sweeter than sugar, is used in very small quantities. Other non-nutritive sweeteners permitted are acesulphame potassium, thaumatin, saccharin and cyclamate. Pepsi Max and Pepsi Light use a dual sweetener system, aspartame and acesulphame potassium. The latter is 300 times sweeter than sugar, requiring even less to sweeten the soft drink. Shelf life of the product is extended, as, unlike aspartame, acesulphame potassium does not lose its sweetness over time.
Pepsi uses flavors to develop characteristic tastes associated with our beverages. These come from a variety of sources; natural, artificial and nature identical. They are usually derived from a number of ingredients used in special combinations. Examples of flavors used in the manufacture of soft drinks include natural flavorings from Kola nut, and fruit. Food acids and bittering agents such as citric, phosphoric acids and caffeine are also flavoring substances.
Our products and the flavors used in those products are safe and suitable, but they are proprietary.
Carbon Dioxide
Effervescence gives soft drinks their special bubbly appeal and is added
During production by injecting C02 into the product on the way to the filler.
Colors are added to Pepsi Cola products to enhance the esthetic appeal and appearance of products whether they are the typical brown of our colas or the yellows of Mountain Dew.
These may be both natural and artificial.
Natural colors or colors sourced from natural materials. Many countries have regulations that specify certain colors as natural. These colors are referred to as "natural colors."

Synthetic (or artificial) colors. Internationally there are many colors that are accepted.

Certain preservatives are used in soft drinks to ensure microbial stability and prevent spoilage

PepsiCo Brands List:

  • Pepsi-Cola

  • Caffeine Free Pepsi

  • Diet Pepsi

  • Caffeine Free Diet Pepsi

  • Pepsi Twist (regular & diet)

  • Wild Cherry Pepsi

  • Pepsi Blue

  • Pepsi ONE

  • Pepsi Vanilla

  • Diet Mountain Dew

  • Mountain Dew Code Red

  • Diet Mountain Dew Code Red

  • Mountain Dew LiveWire

  • Mountain Dew Blueshock

  • Mountain Dew AMP energy drink

  • Mug

  • Sierra Mist (Regular & Diet)

  • Slice

  • Lipton Brisk (Partnership)

  • Lipton Iced Tea(Partnership)

  • Dole juices and juice drinks (License)

  • FruitWorks juice drinks

  • Aquafina purified drinking water

  • Frappuccino ready-to-drink coffee (Partnership)

  • Starbucks DoubleShot (Partnership)

  • SoBe juice drinks, dairy, and teas

  • Sobe energy drinks (No Fear and Adrenaline Rush) Outside North America

  • Mirinda

  • 7UP (International)

  • Pepsi Limón

  • Kas

  • Teem

  • Pepsi Max

  • Pepsi Light

  • Fiesta

  • D&G (License)

  • Mandarin (License)

  • Radical Fruit


The company operates through a well experienced, loyal and hardworking employees. The first and the most basic plan it to train them according to the changing technology and computerized environment, and satisfying their needs and requirements. Upgrading the plant structure and installation of the new machinery are other plans. The company is planning to increase its sales force and development in its infrastructure in the coming time period.

District Coverd by Shamim & Co.

  1. Multan A Zone

  1. Multan B Zone

  1. Multan C Zone

  1. Multan District

  1. Multan Outskirts

  1. Khanewal

  1. Maisli

  1. Vehari

  1. Muzafar Garh

  1. Leiah

  1. D.G. Khan

  1. Sahiwal

  1. Okara

  1. Bahawal Pur

  1. Ahmad Pur

  1. Bahawal Nagar

  1. Haroonabad &

  1. Rahim Yar Khan

As for as products are conserved, company is offering (under given) products in the market. The details are as under,

Now we are going to discuss the Stock Keeping Units (SKU’s).

Stock Keeping Units (SKU’s)

  1. SSRB This stands for Single Serving Returnable Bottle (Regular)

We are offering Pepsi, Mirinda, 7-Up & Mountain Dew in this group.

  1. LRB This stands for “Liter Returnable Bottle” this includes Pepsi, Mirinda & 7-Up. We are not offering Mountain Dew in this class.

  1. Pet Bottle (1.5 Liter)

This includes Pepsi, Mirinda & 7-Up. This group also does not have Mountain Dew in their family.

Here Diet Pepsi & 7-Up are also available to enlarge the range of group.

  1. NRB This stand for “Non Returnable Bottle”. It can also be called as “Deposable”

It has 300ml quantity. This group includes Pepsi, Mirinda, 7-Up, Diet Pepsi & Diet 7-Up.

  1. Cane Packing, we are offering cane packing of all that brands that are offered in SSRB. Including Pepsi, Mirinda, 7-Up and Mountain Dew.

  1. Post Mix – This includes Fresh / Fountain. This group includes Pepsi, Mirinda, 7-Up & Mountain Dew. This facility is offered on “QSR” that stands for “Quick Serving Restaurants” and all those points where no of walk-in-customers in very huge with their short time stay at that point.

Pepsi Cola International is a large group covering KFC, Pizza Hut, Burger King, Lays Potato Chips & Aquafina (Mineral Water).


  • Managing Director

He is the owner of this company and final operational authority to manage all departments of the company. All department’s heads are responsible to report him all about their performances and matters.

  • General Manager Sales and Marketing

General Manager Sales and Marketing is responsible for the performance of his department and to achieve the objective assigned to him such as marketing, sales, distribution. To carry out his duties more efficiently he has two Divisional Managers, Four Regional Managers, & 18 Area Sales Managers.

  • General Manager Operation

He is responsible for the whole shipping. Workshop related activities to smooth on the factory operations without any hindrances.

  • General Manager Technical

He is unlike sales department performs key role as to manage production department producing quality products as per need of the sales department, quality control department also works under him.

Finance, Accounts, Audit and MIS departments work under his control. He is responsible to make major company financial policies to meet the needs of the each and every department regarding budgets etc.

  • Manager Research & Sale Information System (SIS)

Manager identify where your customers shop, you need to determine if there is room for you to compete within the market. To do this, you need to identify all competing or substitute products. Sophistication of this process will vary depending on where your customers shop. For those businesses whose customers shop within local markets, begin your research behind the wheel of your car. Conducting “Market Surveys” is a fairly inexpensive method to collect and examine the competition.

Distribution Channel:-
The company operates through a well-established network of a number of distributors. The company has two types of delivery systems i.e.

  • Direct delivery system

  • Indirect delivery system

The basic difference between the direct and the indirect delivery system is that in a direct distribution system, the company spends its own resources while in a indirect distribution, the dealers spends their own resources on all the factors which increased the sale. The company also has its depots in different cities. Which helps a lot in increasing its sale and directing the distribution system.

8 Steps of Pepsi Sales

Our company is very conscious about the development and growth of our employees especially the sales force. We have designed a 8 step process for proper guideline of our sales team just to make their sales calls effective and result oriented. There steps are as follows,

  1. Preparation

  2. Greeting

  3. Stock Checking

  4. Merchandising

  5. Presentation

  6. Order taking

  7. Curb side de-briefing evaluation

  8. Administration


      1. What are Objective

      2. What to do here

      3. How to do that

Simply where we want to go, & how to get our there.

It includes greetings and hand-shake. Greet the customer by name & he will be delighted should be keep in mind of every person involved in sales.
STOCK CHECKING (Stock Availability Store Checking)
This includes all the good e is dealing in this will help us to know about his financial worth patented and clientage.
Display of Visi Cooler

Display outside shop

Availability inside Deep Freezers
It is the most important job to be performed by our sales force.

The order of our product in display should be like this

Top cane packing

Pepsi, 7-Up, Mirinda and Mountain dew

Non Returnable bottles

Single serving returnable bottles

Single serving returnable bottles (Regular)

Liter returnable bottles & pet bottles on the floor of visi coolers

Every sales person should be caring about the display




Product availability

Total sales tack

Taking Order






Sales figure entry

Infection of stock
Company desired to increase it’s market share from 70 % to 80 % or Above. This is only possible if we

  • Retain our exclusive point

  • Explore new points

  • Increase sales of points

  • Increase stock at mix points

  • Conversion of coke points

  • Elimination of B- Brands


The major objective of the company is to produce and supply of highest quality, which confirms to both the national and international quality stands. The company is committed to provide maximum level of customer satisfaction.


  • Finance

  • Marketing

  • Publicity

  • Shipping

  • Store

  • Production

  • MIS

  • Audit

  • Clearance

  • Management accounts

Department of finance includes Banking and insurance which deals with providing assurance to the company assets from any damages or crises.

Department ensures that each and every valuable asset of the company is secured and providing all financial services to the company such as leasing activities and searching sources of finance.

Following are the list of assets which are secured by the banking and insurance department.

  1. motor vehicle

  2. machinery

  3. stock

  4. life insurance

Shamim and company is taking insurance services from the following insurance companies

  1. Askari General Insurance Company (pvt) Ltd.

  2. .Shaheen insurance company (pvt) Ltd.

Period of insurance:-
The assets of Shamim and company are insured for the period of one year during this period If there is any damage to the assets with in the limits of insurance agreement the Banking and Insurance can claim for payment of damage.

The process of insuring an asset is given in following steps

  1. intimation:-

The banking and insurance department gives intimation to the insurance company for insuring any concerned asset all necessary documents are provided to the insurance company.

  1. survey:-

After intimation received buy the insurance company it sends its surveyors to investigate about the asset being requested for insurance.

The investigation includes getting all facts about market value, cost and life of asset of the asset.

  1. cover letter:-

After survey process is completed and insurance company is satisfied about the asset it issues a cover letter to the company witch includes all necessary information about premium, expiry date and other information needed to get asset insured and policy number is also allotted for further reference.

  1. Premium payment receipt:-

After cover letter is received by the Banking and insurance department it has to pay the premium with in one month to the Insurance company. And when payment received by the insurance company it issues a receipt called PPR or premium payment receipt which is kept by Banking and insurance company and is used if there is any damage to asset being insured for claiming.

Leasing activities:
Banking and insurance department is also responsible for leasing activities the department takes leasing facilities from various financial institutions which provide leasing for certain limits and periods.

The company has leased many of its assets from financial institutions it some times sells and leases back its assets following are the financial institutions from which the company is receiving financial facilities.

  1. Orix leasing

  2. Muslim commercial Bank

  3. Faysal Bank

  4. Habib Bank

Following are the major documents used in the banking and insurance department

  1. Letter of Credit:

Letter of credit or L.C basic requirement when the company is importing raw materials or any other items for use.

The bank issue the letter of credit in favor of the company for assuring the exporter that if the company does not pay the bank will pay the amount of imported goods.

  1. Cover Note:

Cover note is a document which is issued by insurance company when the concerned company asks for insuring any of its assets it contains basic information such as descriptions of items value of asset period of insurance.

Q. What is the promotion?

Promotion means to make an awareness of the product in consumer mind for its availability at certain place.

Q. Why you need promotion.

To make the exposure of product.

Q. How you can satisfy about your promotion

Its depend on the feed back of consumer. That how the consumer may perceive the promotion of product. If the feed back is positive

For Example: the company achieving is object for the promotion then the defined promotion successful otherwise company observe the drawbacks for the defined promotion In prove it and implement and the feed back process against starts, so it is a continues process till the time. The company may get the Targeted object

Q. What are the sources of promotion?

There are two source of promotion

  1. Electronic

  2. Print Media.

  3. Personal Selling

Q. Which you preferred and why?

Both are important because they have relevant work

Q. How many types of promotion?

There are two types of promotion

  1. Sales Promotion

  2. Product Promotion

Q. How legislation effects on promotion?

Firstly we get approval from govt., for promotion (Price off) volume duration.

Q. Is there any ordinance or law for governing promotion?

Yes there is a promotion ordinance. All the policies are related with this law.

Q. How you defend your promotion against your competitors?

To make is more and more attractive for the customer before starting the promotion normally it is viewed that what sort of promotion activity may start different ideas are generated and then from these ideas A promotion is defined with its pros and corns.

Develop a Promotion Mix

Is based on customer

It may be of all natures

It may be for any male, female of any type (relevant to sex age).

Sales Promotion

Schemes of different nature


Price off scheme

Discount scheme.

Various prizes scheme (from) small-to-small & big to big).

Promotional activity Plan

A promotional activity plays a vital role to enhance sales. With this activities may be done to promote 7- UP and Miranda

In post mix this following are the objectives for promotional activities

  • To increase the sales of low volume outlets

  • To do product promotion

  • To develop the credibility of Pepsi products (Pepsi, Miranda) and 7UP

For promotional activities following prizes may be offered in schemes.

  • Cash prizes ranging from RS 5- 1000/=

  • T- shirts, caps, school Bags, Kit bags lunch boxes, bats

  • Wail man, Rest watch, cassettes/CD, Radios


  • Some bumper prize (Diamond ring, Rado watch, CD player. T.V. Refrigerator)

Promotional Timing

For the promotional activities below stated or the other activities may be donning in the months of March. April (starting of peak season) and September to November (sales decline season).

Promotional Target Market

For promotional activities low volume outlets, Key outlets, entertaining outlets may be preferred. This shall encourage outlets as well motivate.

Prizes distribution

Prizes may be given to the consumer as conveniently, it could be placed either at outlet premises or at factory

With the sport of these prizes the below stated promotional activities may be done.

Scratch the glass

Under this scheme screeching the hidden part of the glass may in hide prize.

Lucky draw

Under this scheme different small prizes with one-bumper prizes may be given to winner by making a lucky

Some other activities like PEPSI logo uniform may be provided to high selling outlets for their serving staff.

Some activates may be done in shape of parks tickets with PEPST printed over there. In parks various promotional activities could be done like discounted rate; free cold drinks etc at some selected park for a specific day.

SWOT Analysis


  • Strong image of PEPSI in consumer’s mind

  • In time service of supplies and technical assistance

  • More installation of post mix machine


  • No advertisement budgets for post mix.

  • No signage’s of post mix in the market

  • No promotional activities in post mix.

  • No availability of spare parts.

  • No proper workshop for post mix.


  • Opening of new outlets

  • Strong consumer commitment with Pepsi.


  • Coca- Cola is on its way to get market share

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