2.  PepsiCo entered India in 1989.
 PepsiCo’s global vision of “Performance
with Purpose”.
 Brands like Pepsi, Lay’s, Kurkure, Tropicana
100%, Gatorade, Quaker, Nimbooz and
Aliva.
 Model partnership with over 24,000 farmers.
 Employs 6,400 people and provides indirect
employment to almost 2,00,000 people.

3. Channels For Beverage industry :
 Food and convenience stores,
 Restaurants,
 Vending machines,
 Mass merchandisers, and
 Institutions, including schools and
colleges.

5. LARGE CHAIN RETAILERS/MODERN TRADE
 Greater Bargaining power.
 Request discounts from brand companies
 Direct relationship the consumer and a tendency to
protect this association from manufacturer
interference.
 e.g. big bazaar
SMALL INDIVIDUAL RETAILERS
 Huge number of retailers but with small point sales
 Sometimes these retailers buy products directly
through modern trade or cash and carry.
 e.g. mom n pop stores

6. Indirect Channel (wholesalers)
 information - presence of competitor’s beverages,
required product mix, individual points of sale etc.
 Product in several package sizes

7.  ENSURE PRODUCT AVAILABILITY ON-SHELF
 FLEXIBLE ORDERING; FLEXIBLE DELIVERING
 ACCURATELY FORECASTING DEMAND
 IMPLEMENT AN ORGANIZED EMPTIES
MANAGEMENT SYSTEM

8. company
COBO FOBO
WAREHOUSE
C&F DISTRIBUTOR
SALESMAN SALESMAN
WHOLESALE RETAIL
RETAIL
CUSTOMER

9. * CREATION OF VALUE
*SEGMENTATION
*TARGETING
*POSITIONING
* PROVIDING VALUE
* COMMUNICATING VALUE

10. Value Delivery Process:

11. At first under a franchisee and later was
brought directly under the control of
PepsiCo, Feb’06.
The territories under the Hyderabad unit are
divided into:
 Hyderabad I
 Hyderabad II (Secundrabad)
 Hyderabad III
 Warangal
 Kurnool
 Nizambad
 Gulbarga

12.  The scope of the Hyderabad unit is limited
to the sales & distribution in the twin cities of
Hyderabad and Secundrabad along with a
few other geographical segments in the
Up-Country of Andhra Pradesh.
 Hyderabad unit follows the Hubs and
Spokes model for sales & distribution.
 The market is divided into territories.
 The Hyderabad Unit supports eight such
territories. These territories comprises of
distributors.
 The distributors are private owned
businesses who collaborate with PepsiCo.

13. Sales in each territory are performed by a team.
The team setup :
TDM ,ADC
SALES FORCE
DISTRIBUTOR DISTRIBUTOR ADC,CE
RETAIL RETAIL RETAIL RETAIL
CE,PSR
OUTLET OUTLET OUTLET OUTLET

14.  PRE SALES
 ON SPOT DELIVERY SYSTEM

15.  PREPARATION
 GREET THE CUSTOMERS
 STOCK CHECKING
 MERCHANDISING
 DETERMINE THE ORDER
 PRESENTATION
 CREATIVITY
 ADMINISTRATION

16.  The distributors in Hyderabad follow two
types of distribution:
 Traditional (Unorganized Retail)
 Modern Trade (Organized Retail)

17.  THANK YOU