PADMASHREE DR. D.Y.

PATIL UNIVERSITY (Deparment of Business Mangement)

Assignment No-1 Compare of two companies (pepsi vs coke) Submitted to:- Prof Anurag Shrivastava

submitted by:Piyush Pandey

(marketing) 167

A COMPARATIVE STUDY OF CUSTOMER SATISFACTION TOWARDS THE SOFT DRINK WITH SPECIAL REFERENCE TO PEPSI AND COCA-COLA

PREFACE Market provides a key to gain actual success only to those brands which match best to the current environment i.e." imperative" which can be delivered what are the people needs and they are ready to buy at the right time without any delay. It is perfectly true but this also depends on availability of good quality products and excellent taste and services which further attract and add a golden opportunity for huge sales.

This also depends on the good planning approach and provide ample opportunity plus sufficient amount of products for sales in the coming next financial year. This survey report introduces comparative study of consumers preferences for COCA COLA and PEPSI. After going through a detail analysis of market behavior and future prospect, it may also provide an opportunity to COCA COLA and PEPSI to frame a good future plan to satisfy maximum needs of the customers and established its guiding role in the market of TRICITY in particular and through out the country as a whole. The study report will also provide an opportunity to delineate its market potential business areas, products & services are to be offered by the company to the customers. This study report also provides the various factors affecting the services. Marketing Division of COCA COLA and PEPSI has to keep in mind various factors specially while preparing a plan for marketing its product or services. Detail description along with analysis of surveyed data is being presented in this report

1. INTRODUCTION Pepsi was founded in New York in 1965. It is Producing Non-alcoholic beverage and Food processing items. Pepsi is a carbonated beverage that is produced and manufactured by PepsiCo. It is sold in retail stores, restaurants cinemas and from vending machines. The drink was first made in the 1890s by pharmacist Caleb Brad ham in New Bern, North Carolina. The brand was trademarked on June 16, 1903. Pepsi arrived on the market in India in [Link] gained entry to India in 1988 by
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creating a joint venture with the Punjab government-owned Punjab Agro Industrial Corporation (PAIC) and Voltas India Limited. This joint venture marketed and sold Lehar Pepsi until 1991, when the use of foreign brands was allowed; PepsiCo bought out its partners and ended the joint venture in 1994. Others claim that firstly Pepsi was banned from import in India, in 1970, for having refused to release the list of its ingredients and in 1993, the ban was lifted, with Pepsi arriving on the market shortly afterwards. These controversies are a reminder of "Indias sometimes acrimonious relationship with huge multinational companies." Indeed, some argue that PepsiCo and The Coca-Cola Company have "been major targets in part because they are well-known foreign companies that draw plenty of attention."

Coca-Cola is a carbonated soft drink sold in stores, restaurants and vending machines worldwide. The Coca-Cola Company in Atlanta, Georgia produces it. It was incorporated in 1886. The Coca-Cola Company claims that it is sold in over 200 countries. The US soft-drink giant, Coca-Cola, reentered India in the 1990s after abandoning its businesses in the late 1970s in the wake of Foreign Exchange Regulation Act of 1973. The Act, meant to 'Indianite' foreign companies, made it mandatory for foreign companies to dilute their shareholdings to 40 per cent. Instead of diluting its shareholdings to the required limit prescribed by the Act, Coca-Cola opted to discontinue its operations in India. Coca-Cola is a leading player in the Indian beverage market with an approximate 60 per cent share in the carbonated soft drinks segment. The US soft-drink giant, Coca-Cola, reentered India in the 1990s after abandoning its businesses in the late 1970s in the wake of Foreign
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Exchange Regulation Act of 1973. The Act, meant to 'Indianite' foreign companies, made it mandatory for foreign companies to dilute their shareholdings to 40 per cent. Instead of diluting its shareholdings to the required limit prescribed by the Act, Coca-Cola opted to discontinue its operations in India. Logo design The famous Coca-Cola logo was created by John Pemberton's bookkeeper, Frank Mason Robinson, in 1885. It was Robinson who came up with the name, and he also chose the logos distinctive cursive script. The typeface used, known as Spenserian script, was developed in the mid 19th century and was the dominant form of formal handwriting in the United States NEED FOR THE STUDY In the present scenario the competitions between the soft drinks increased very high. The companies are struggling a lot to keep up their market share in the industry and to improve the sales of their products i.e. the turnover of the company. For this the company has to know their position in the market and the opinion and the loyalty of the customers and the retailers when compared to their competitor. Because of this reason the comparative analysis is very important and useful to the Company. By the use of comparative analysis the companies can understand the position of the company and the strength of the company in the market. Through the comparative analysis we can understand that what strategies the competitors are using for the increase their sales volume. From the study we can gather the information regarding the opinion of the retailers on the companies comparatively and this will help to plans for

the future to increase the performance of the company and to gain the loyalty of the retailers when compared to the competitors.

OBJECTIVES OF THE STUDY To study the overview of Pepsi and coca cola Company. To identify the retailers opinion towards Pepsi products when compared to coke products. To offer some finding and suggestions to the company for the improvement of its performance.

PRODUCT PROFILE

Flavour Cola

Pack 200Ml. 300Ml. 500Ml. 1 Litre 1.5 Litre 2 Litre Orange Orange Flavour 200Ml. + Carbonated 300Ml. Water+ Sugar 500Ml. 1 Litre 1.5 Litre 2 Litre Fruit Juice Mango Pulp+ 250 ML Treated water+ sugar Cloudy Lemon Flavour 200Ml. Lemon + Carbonated 300Ml. Water+ Sugar 500Ml. 1 Litre 1.5 Litre 2 Litre Clear Lemon 200Ml. Lemon Flavour+ 300Ml. Carbonated 500Ml. Water + Sugar 1 Litre 1.5 Litre 2 Litre

Ingredients Cola Flavour carbonated water sugar

Product Coke, Thumsup Pepsi Fanta

Company Coca-Cola

Pepsi Coca-Cola

Mirinda Maaza Slice Limca

Pepsi Coca-Cola Pepsi Coca-Cola

Mirinda Lemon Sprite 7Up Dew

Pepsi Coca-Cola

Pepsi

CHANGING OF LOGOS DESIGN OVER PERIOD OF TIME

From the above picture we can observe that from origin itself Pepsi Company has been changing its Logos but Coke Company has not at all
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changed its Logo form the beginning. From this we can understand that Pepsi Company has been trying to create some place in a differently with its new Logos where as Coke Company tried to fix the same Logo as brand name. Previously the name of Pepsi is Pepsi-Cola, and now it is changed to Pepsi. The reason for changing the Logos of Pepsi continuously was it merged many of the largest Food Companies with Pepsi like Tropicana, Fritos Lay and Galaxy Co. and etc. every time when merged with any Company it changed its Logos, because of this reason Pepsi became the largest food based products producer in the world. Coke Company is confined to the soft drink production only. As Coke Company has not changed its Logo, it is totally fixed in the minds of the people of the world. The people of the world have some what confusion on the Logo of Pepsi Company as it changed its Logos Continuously. Even though Pepsi Company changed its Logos continuously, it has not changed its slogans that much frequently. But in case of Coke Company, it has not at all changed its Logo but changed its slogans very frequently, sometimes thrice and trices a year. From this it is concluded that Pepsi Company tried to create a brand image of the Company in the minds of the customers using its different Logos but the same Slogans about the products. But in case of Coke Company it tried to create a brand image of the Company with the same Logo and different Slogans about the products. In this manner the two giant Companies in the soft drinks industry compared and differentiated with each other. This cola wars became very common to the soft drink Companies. Soft drinks became a part of every day life of the people in all over India and other countries of the world. The pop culture has made resisting the temptation of sugar based carbonated beverages virtually impossible for most. The soft drink war between Pepsi and Coke keep on going and increasing day by day. They are using the different techniques to attract the customers towards their products mainly the cola products. The cola products are: Pepsi Coke Pepsi Coca-Cola Thumps up
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Coke Company has the two cola brands, whereas Pepsi has only one brand of cola. Pepsi Company is using excellent marketing strategies, such as celebrity appearances to sell their products where as Cokes realistic approach has placed them at the top of the soft drink industry, mainly in the case of cola sales. We can observe the cola war through the Advertising of the two companies in the television. They prepare the Ads to compete with one another. They will hire the famous persons and the celebrities for their Ads. They will invest lots of amount on advertising. Through the advertising only the sales of the soft drinks are increased. Even though Pepsi trying to get the No-1 place in the soft drinks industry the statistics have shown that they are not able to get that position when compared to Coke Company for the past few years. In case of Advertising Pepsi dominated Coke because most of the customers are attracted toward the Pepsi Companys Ads only not to the Coke Companys Ads because Pepsi is spending more on advertising preparation when compared to Coke Company. Pepsi Company is using the famous celebrities when compared to Coke Company and this increases the influence of the advertising on the customers. Both companies are conducting their operations successfully in more than 200 countries in the world. The war is going on in every country all over the world. Pepsi changed its Logos frequently 9 times from its origin but Coke Company has not at all changed its Logos, this is a great thing that we can observe.

Comparison of the Slogans of the two Major Brands:The slogans are very important for the advertising purpose. The slogans will attract the customers a lot. The slogans will give the views and the intentions of the company that what they want to share with the customers. We can say slogan is an appeal to the customers about the products of the company. Pepsi and Coke have very different targeting strategies. Pepsi is promoting itself as something new , young and hip,
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which seems a little odd aver 100 years. Coke is tuning itself as the original, the authentic and appealing to a sense of traditional one. Pepsi has always targeted the youth market more aggressively than Coke. The companies have been changing their Logos continuously to attract the new customers. They are trying to create the new image and look to their Companies through changing the Advertisements taglines. Slogans of Pepsi Company 1903 Exhilarating, invigorating, Aids Digestion. 1907 Original Pure Food Drink 1909 Delicious and Healthful 1915 For All Thirst-Pepsi-Cola 1919 Pepsi-Cola-it makes you Scintillate 1920 Drink Pepsi-Cola. It will satisfy you 1928 Pepsi you Up! 1932 Sparkling, Delicious. 1934 Refreshing and Healthful 1939 Twice As Much For A nickel Too 1943 Bigger Drinks, Better taste. 1949 Why taken less When Pepsi is best? 1950 more Bounce to the Ounce 1950 The light Refreshment 1954 Refreshing without Filling 1958 Be Sociable, have a Pepsi 1961 Now Its Pepsi, for those who think Young. 1963 Come Alive! Youve in the Slogans of Coke Company 1886 Drink Coca-Cola 1904 Delicious and Refreshing 1905 Good All the Way Down 1906 The Drink of Quality 1906 The great National Temperance 1907 Delicious Coca-Cola, Sustain, Refreshes, Invigorates. 1908 Sparkling-Harmless as Water and Crisp as Frost. 1909 Delicious, wholesome, Refreshing 1910 It Satisfies 1911 Its time to Drink Coca-Cola 1912 Demand the Genuine-Refuse Substitutes. 1913 The Best beverage Under the Sun 1914 - Demand the Genuine by Full Name 1916 just One Glass Will Tell You 1917 Three Million A Day 1919 Quality Tells the Difference 1920 Drink Coca-Cola with Soda 1922 Thirst knows no Season

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Pepsi Generation. 1967 Pepsi Pours it on 1969 You got a lot to live and Pepsi got a Lot to give. 1973 Join the Pepsi People, feeling free 1975 Have a Pepsi Day 1978 Catch the Pepsi Spirit 1981 Pepsi Got your Taste for life. 1983 Pepsi now! 1984 Pepsi, the choice of a new Generation. 1992 Pepsi, Have it! 1993 Be Young, Have Fun, Drink Pepsi 1995 Nothing else is a Pepsi 1999 The joy of Cola. 2000-2003 -Aazadi dil ki 2003-2005 Yeh pyas hai badi 2005-2009 Yeh hai Youngistaan meri jaan 2009-2011-Duniya hai dil walo ki

1923 Refresh Yourself 1924 Pause and Refresh Yourself 1925 The Sociable Drink 1926 Stop at the Red Sign 1927 Around the Corner from Anywhere 1928 A Pure Drink of National Flavours 1929 The Pause that Refreshes 1930 Meet Me At the Soda Fountain 1932 Ice-Cold Sunshine 1933 Dont Wear A Tired, Tired Face 1934 Carry a Small Back to Work 1935 All Trails Lead to Ice-Cold Coca-Cola 1936 What Refreshment Ought to be 1938 The Best Friend Thirst Ever had 1939 Make Travel more Pleasant 1940 Bring in Your Thirst and Go Away Without it. 1941 Completely Refreshing 1942 Refreshment that Cant be Duplicated. 1943 The only think like Coca-Cola is Coca-Cola itself. Its the real thing. 1944 How About A Coke 1945 Passport to Refreshment 1947 Coke knows no season
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1949 Coca-Cola. Along the highway to Anywhere. 1951 Good food and Coca-Cola just Naturally go together. 1954 For people on the go 1956 Feel the difference 1957 Sign of a Good Taste 1958 The cold, Crisp taste of Coke 1959 be really refreshed listen to Connie Francis 1960 Relax with Coke 1961 Coke and food-Refreshing new feel. 1962 Coca-Cola Refreshes you best. 1965 Something more than a soft drink 1966 CokeAfter CokeAfter Coke 1970 its the real thing listen to the Carpenters 1971 Id like to buy the world a Coke 1976 Coke Adds life 1979 Have a Coke and Smile 1984 Just for the taste of it (Diet Coke) 1985 Weve got a taste for you (new Coke) 1986 Catch the Wave (New Coke) 1987 You cant beet the real thing 1989 Cant beat the feeling 1990 Cant beat the real thing
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1993 Always Coca-Cola 2001 - Thanda Matalab Coca-Cola 2003 Coca-Coal Enjoy When we compare the total slogans of the two companies we can first understand that Coke Company frequently changed its Slogans, some times trice and trice a year. But in case of Pepsi Company is not changing its slogans frequently. The slogans of Pepsi are not realistic and the company is exaggerating the features of the drinks and the company. Coke Company prepared its slogans in a realistic way and which is nearer to the features of the drinks and the company. Now Pepsi Company is not using any slogans for its drinks. Coke Company also not using the slogans that much frequently because the present day customers are taking care of the features of the product, taste of the products and packing of the products not the slogans of the Company.

The Cola Wars Over a Century of Cola Slogans, Commercials, Blunders, and Coups There's little doubt that the most spirited and intense competition in the beverage world is between Coca-Cola and Pepsi. These two American companies long ago took their battle worldwide, and although there are other colas in the market, these giants occupy this high-stakes arena by themselves. The impact of Coke and Pepsi on popular culture is indisputable, and I have observed in my time managing this web site that America has not become jaded about the cola wars. The memorabilia, the jingles, the trivia - all still popular. So I am offering this page in an attempt to assuage a wee bit of the Coke and Pepsi thirst that is thriving on our planet.
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IT ALL STARTED . . . . Coca-Cola was invented and first marketed in 1886, followed by Pepsi in 1898. Coca-Cola was named after the coca leaves and kola nuts John Pemberton used to make it, and Pepsi after the beneficial effects its creator, Caleb Bradham, claimed it had on dyspepsia. For many years, Coca-Cola had the cola market cornered. Pepsi was a distant, non threatening contender. But as the market got more and more lucrative, professional advertising became more and more important. These soda companies have been leading the way in advertising ever since. ADVERTISING HISTORY & COMMERCIALS Pepsi has definitely leaned towards the appeal of celebrities, popular music, and young people in television commercials, while Coke relies more heavily on images of happiness and togetherness, tradition, and nationalism, perpetually trying to cash in on its original lead. In a simplified sense, you could sum up the strategies as Coke: Old, Pepsi: New. In fact, as we will see, when Coca-Cola tried something new, it was disaster. The first magazine ad for Coca-Cola appeared in Munsey's in 1902. Advertisements began to appear on billboards, newspapers, and streetcars. Soon there were serving trays with images of people enjoying Coca-Cola, and glasses with the cola's name on them. At this time, Coca-Cola and Pepsi were served in drugstore soda fountains. In 1909, Pepsi used its first celebrity endorser, automobile race driver Barney Old-field, in newspaper ads. In 1921, Pepsi went bankrupt, but continued to appear on the scene, although not nearly so successfully as Coca-Cola. In 1931, Pepsi went bankrupt again, but the new owner, Roy Megargel, would hit upon an idea that would finally give Coca-Cola some competition. In 1934, he marketed Pepsi in a 12-ounce bottle for a nickel. At the time, Coca-Cola was sold in a 6-ounce bottle for ten cents. Voila! Profits for Pepsi. Pepsi racked up another first by airing the first radio jingle in 1939. It was so popular that it was played in jukeboxes and became a hit record Coca-Cola hit the airwaves in 1941.
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In 1946, inflation forced Pepsi to increase prices. And in 1950, Pepsi offered a larger 26-ounce bottle to court the young American housewife. In the 1960's, the cola ad wars moved to television. Coca-Cola employed a host of celebrity singers to promote the product, including Connie Francis , Tom Jones, The New Beats, Nancy Sinatra, and The Supremes. As we moved through the years, both colas incorporated some of their best slogans ("Pepsi Generation" and "the Real Thing") into subsequent commercials. In the 1970s, market research showed that consumers preferred the taste of Pepsi over Coke. The Pepsi Challenge is still being conducted today. But Coke came up with what is arguably the best of all cola commercials, the 1971 I'd Like to Buy the World a Coke ad. This landmark was recalled in Christmas versions in 1983 and 1984, and a 1990 Super Bowl ad, which was enough to make some Baby Boomers weep with nostalgia. In the 1980's, Pepsi lined up the celebrities, starting with Michael Jackson, then Madonna, Michael J. Fox, Billy Crystal, Lionel Ritchie, Gloria Estefan, Joe Montana, and others. Coke signed on Michael Jordan, New Kids on the Block, Aretha Franklin, Elton John, and Paula Abdul. In 1985, responding to the pressure of the Pepsi Challenge taste tests, which Pepsi always won, Coca-Cola decided to change its formula. Bill Cosby was the pitchman. This move set off a shock wave across America. Consumers angrily demanded that the old formula be returned, and Coca-Cola responded three months later with Classic Coke. Eventually, New Coke quietly disappeared. Pepsi, meanwhile, had its own flop, Crystal Pepsi, which was supposed to catch the strange wave of the times when everything colorless was clean and desirable (Zima, bottled water). And then there was Pepsi Lite with the lemony flavor and one calorie, introduced in 1975. Remember that one? Apparently they didn't expect us to because later they gave us Pepsi One, using the same concept, but a completely different taste. And, extending the idea even further, we are now getting Pepsi Twist, a new product with a twist of lemon flavor.

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In 1991, Ray Charles sang, "You got the right one baby, uh-huh!" Also in the 1990s, Cindy Crawford and the Spice Girls pitched Pepsi. And then Pepsi aired commercials featuring the aggravating little girl (Hallie Eisenberg) with her troubling male voice. In the new century, both colas continue to battle it out on the television screen. And celebrities continue to be important promoters. Recently, Pepsi has had commercials by Bob Dole and Faith Hill, among others. PEPSIS MARKETING STRATEGIES

Pepsis approach is radically different from that of Coke; Pepsi has gone in for concentration segmentation. Pepsi has targeted the youth segment instead of trying to be something to all segments. Pepsi has since beginning strove to achieve its international position as `a drink for the new generation in India. Helped by HTAs forceful visuals and creative, Pepsi has been successful in positioning itself for the younger generation. SELLING PROCESS Pepsi has a very well managed selling system. It takes as lot of care to ensure that the products (Pepsi bottles) are available to the consumers. Pepsi soft drinks are produced in our plant in different SKUs (Stock keeping units) and distributed to our distributor and they further supply to the retailer. Sahibabad (GZB) has been divided around 14
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routes which are called direct routes. For every route there is a Routs Agent. Route Agent moves with the company owned truck and ensure that maximum shops are covered each day, so that regular supply of Pepsi soft drinks is made. Routs agents take the order from the shopkeepers and then with the help of loaders they give the required number of crates to the retailer or shopkeeper & then move to next. Our plants also have some agency in each rout. They supply in the areas where Pepsis trucks are not able to reach. These areas are called indirect-routes.

MARKETING STATEGIES OF COCACOLA a) PRODUCT Coke was launched in India in Agra, October 24, in '93', soon after its traditional all Indian launch of its Cola. At the sparking new bottling plants at Hathra near Agra. Coke was back with a bang after its exit in 1977. Coke was planning to launch in next summer the orange drink, Fanta-with the clear lemon drink, sprite, following later in the year. Coke's product line includes, Coca-Cola, Thumps Up, Fanta, Maaza, Sprite, Club Soda, 7-up,Limca,Fanta apple, Diet Coke.

PACKAGING

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Coca-Cola India Limited (CCIL) has bottled its Cola drink in different sizes and different packaging i.e., 200 ml bottle, 300 ml. Bottle, 330 ml. Cans, 500 ml. And bottles of 1 and 2 litre. PRODUCT POSITIONING One important thing must be noticed that Thumps Up is a strong brand in western and southern India, while Coca Cola is strong in Northern and Eastern India. With volumes of Thumps up being low in the capital, there are likely chances of Coca Cola slashing the prices of Thumps Up to Rs. 5 and continue to sell Coca Cola at the same rate. Analysts feel that this strategy may help Coke since it has 2 Cola brands in comparison to Pepsi which has just one. Thumps Up accounts for 40% of Coca Cola Companys turn over, followed by Coca Cola which has a 23% share and Limca which accounts for 17% of the turn over of the company. We will sell whatever consumers want us to". Coca Cola India has positioned Thumps up as a beverage associated with adventure because of its strong taste and also making it compete with Pepsi as even Pepsi is associated with adventure youth. b) PRICE The price being fixed by industry, leaving very little role for the players to play in the setting of the price, in turn making it difficult for competitors to compete on the basis of price. The fixed cost structure in Carbonated Soft Drinks Industry, and the intense competition make it very difficult to change or alter the prices. The various costs incurred by the individual companies are almost unavoidable. These being the costs of concentrates, standard bottling operations, distributor and bottlers commissions, distribution expenses and the promotional and advertising expenditure (As far as Coke is concerned, it had to incur a little more than Pepsi as Pepsi paved its way to India in 1989 while Coke made a comeback in 1993.) Currently a 300 ml. Coke bottle is available for Rs10 the 330 can was initially available for Rs. 15 and now Rs.20. The prices of 500 ml,
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1 litre. And 2ltr being Rs20 Rs.35 and Rs.50 respectively (according to the current survey). c) PLACE Coke may have gained an early advantage over Pepsi since it took over Parle in 1994. Hence, it had ready access to over 2, 00,000 retailer outlets and 60 bottlers. Coke was had a better distribution network, owing to the wide network of Parley drinks all over India. Coke has further expanded its distribution network. Coke and its product were available in over 3, 00,000 outlets (in contrast with Pepsi's 2, 75,000). Coke has a greater advantage in terms of geographical coverage. Coke and Pepsi have devised strategies to get rid of middlemen in the distribution network. However, 50% of the industry unfortunately depends on these middlemen. As of now, around 100 agents are present in Delhi. Bottlers of the 2 multinationals have strongly felt the need to remove these middlemen from the distribution system, but very little success has been achieved in doing so. d) PROMOTION It must be remembered that soft drinks purchases are an "impulse buy low involvement products" which makes promotion and advertising an important marketing tool. The 2 arch rivals have spent a lot on advertising and on promotional activities.

STRATEGIES ADOPTED BY COCA COLA AND PEPSI

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The Pepsi Process: Despite being a global brand, Pepsi has built its success on meeting the Indian consumers needs, particularly in terms of making the brand synchronize with localized events and traditions. Instead of harping on its global lineage, ergo, it tries to plug into ethnic festivals, use the vernacular indifferent part of the country, and blend into the local fabric. Pepsi is using both national campaigns-such as the Drink Pepsi, Get Stuff scheme, which offers large discounts on other products to Pepsi-buyers as well as local. The Coca cola Copy: Instead of creating a bond with the customers through small but high-impact events, Coca-Cola chose to associate itself with national and international mega events like the World Cup Cricket, 1996, and world cup football 1998. But now coke is also entering into local actions. Coke is also trying to make their brand synchronize with localized events traditions and festivals. Coca-Cola new tag line in this advertisement is Real shopping, Real refresher. In this way Coke is copy Pepsi.

Mission and Vision

Pepsico Mission To be the worlds premier consumer products company focused on convenient foods and beverages.

Coca-Cola Mission To refresh the world To create value and make a difference

Vision Pepsico responsibility is to continually improve all aspects of the world in which we operate-environment, social,creating better tomorrow than today.

Vision Be a great place to work were people are inspired to the best they can be.

SUGGESTIONS AND RECOMMENDATIONS

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1. We can design exclusive bins with PEPSI - COKE logo for the disposable mini tetra packs of beverages with an intended message ethically influencing buyer behavior. This would also form part of the in vogue waste management drive of the firm. 2. There is a need to set clear expectations from the retailers which should form part of the company policy framework and also these expectations should get incentivised as feasible in order to make the retailers accountable and adaptable with specific reference to visi-cooler purity and charging. 3. There is a need to increase awareness of the basic tenets of marketing amidst the P.S.R. for them to know not only what they are doing but why they are doing so as to make them knowledgeable and accepting about things which are expected of them and how that forms part of the overall company's marketing plan.

4. There is a need to set timelines for escalation and resolution of issues (may be within 48 to 72 hours) from the point of raising of the issue between the supplier and the retailer and this should form part of the company policy. This would go a long way in building long-term rapport between the supplier and the retailer. 5. We should be clearly defining and delineating a performance management system for the employees to build a sense of pride and ownership which is crucial for make or break of a firm.
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Removing the psychic block of hierarchy and replacing it with performance-linked incentive structure would be a discretionary and an unbiased step in this regard. 6. A more extensive study of demand distribution for a specified region in the country has to be undertaken and the efforts on sales should be reciprocally targeted depending on the information ascertained.

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BIBLIOGRAPHY
Internet: [Link] [Link] [Link] [Link],com [Link] [Link] [Link]

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