1. Name:- VIKAS KUMAR
Roll no :- 39
Batch :- PGDM 2010 -12

2. Research Methodology
MARKET POTENTIAL OF
PEPSI

3. Objective of Study
PRIMARY
To know the market potential
of Pepsi
To examine the retail Which type of
distribution incentive, Schemes both
To know the Retailer and company SECONDRY
Expectation of Retailers prefer
To examine the level of The factors, which
service influence the retailers to
Brand image of Pepsi sell a particular brand of
among Retailers. soft drink?

4. Techniques
Target Population
Sampling Method
Data Collection Method
Sources Of Data Collected

5. The aim of marketing is to know and understand the customer so well the
product or service fits him and sells itself
In marketing, the term market refers to the group of
consumers or organizations that is interested in the
product, has the resources to purchase the product, and is
permitted by law and other regulations to acquire the
product.
“You see things; and you say, 'Why?' But I dream
things that never were; and I say, 'Why not . . .”

6. Potential Market
Those in the total population who have interest in
acquiring the product.
Potential means “Expected to
achieve” The potential generally
refers to the positives or profit to
be gained and doesn't take into
account the potential of a market
shrinking or failing.

7. DIVISION OF POPULATION IN
MARKET
POTENTIAL
POTENTIAL MARKET
MARKET
TARGET
MARKET PENETRATED
MARKET
to
QUALIFIED AVAIL MARKET
AVAILABLE MARKET
POTENTIAL POTENTIAL
MARKET MARKET
TOTAL POPULATION

8. Data Analysis
Overall DATA EVALUATED

9. Potential of Pepsi In Coca Cola exclusive Outlets
45
14
20%
Total coca Cola Exclusive Coke Outlets like to get % age of Outlets like to get
Outlets converted to mixed outlets Converted

10. Potential of Pepsi in Mixed Retail Outlets
55
11
20%
Total Mixed Outlets Mixed Outlets like to get % age of Outlets like to get
converted to Pepsi Converted
Exclusive Outlets

11. Potential of Pepsi in Non- Existent Retail Outlets
50
20
40%
Total Non-Existent Retail Outlets Like to Sell Pepsi % age of outlets Like to get
Outlets Products Converted

12. Benefits Provided by Pepsi
Schemes
Tie- Ups
Signage
Better Trade
Margin

13. Reason to loose Potential in
Market
F Service Problem
I
N Product Distribution
D
I Demand
N
Relationship Management
G
S Space Constraint

14. Recommendation
Pepsi energy drink for labors & manufacture Tetra pacs.
Cycle trolley to reach interior areas.
Stock keeping & order booking combined in distribution.
Embossing on t-shirts to school and college students.
Improvement in Taste.
Sales personnel being judged for performance in achieving
highest target as well as coverage of the area.
Toll Free Number For Complaint Handling .

15. Conclusion. . .
A 100 day Sell.
Win in the term of Customers
not in the term of revenue
generation.
Focus on OBJECTIVE
MAINTAIN the BRAND
IMAGE

16. References
www.pepsizone.com
www.pepsiindia.com
www.pepsico.com
www.Wikipedia.com
Magazines(marketing management 4P’s)
Marketing Management ;PHILIP
KOTLER