Tropicana Juice Retail Survey (Market Improvement)

Name: Ravi Yadav (2008 – 2010)

Title:  Tropicana Juice Retail Survey (Market Improvement)

Summary
PepsiCo India Holdings Pvt. Ltd. operates through its subsidiaries including Pepsi Foods Ltd, Frito - Lay India, and Tropicana Beverages Company. The company, through its subsidiaries manufactures, bottles, and exports fruit juices and carbonated beverages and packaged snacks such as Lays, Ruffles, Fritos, and Cheetos. PepsiCo India is based in Gurgaon, India. The company operates as a subsidiary of PepsiCo Inc.

Ms. Punita Lal: (Head of Marketing for the South Asia Beverage Business Unit PepsiCo India Holdings Pvt. Ltd.)

Ms. Punita Lal is employed at Pepsi Co. India in the position of Head of Marketing for the South Asia Beverage Business Unit since November 2004. A graduate in Economics from St. Stephens College, New Delhi and an MBA from the Indian Institute of Management, Kolkata, and Ms. Lal started her career in the advertising industry with Lintas, before moving to J Walter Thompson (JWT). While with JWT, she developed Pepsi's successful "Are you ready for the magic" marketing campaign.

Mr. Sanjeev Chadha: (General Manager, PepsiCo India Holdings Pvt. Ltd)
Mr. Sanjeev Chadha has been employed at PepsiCo India Holdings Pvt. Ltd. in the position of General Manager since 2007, Mr. Chadha is responsible for all aspects of PepsiCo's beverage business in India. Mr. Chadha is also Vice President of PepsiCo Asia.

Purpose of Study:
We select retailer survey because we want to study what different problems retailer are facing today regarding juices. Our research is restricted to TROPICANA juices. We have included existing number of Tropicana retailers.  We have developed market research on basis of distribution and sales network. This include direct interview of retailers those keeping Tropicana Juices. On basis of our study, what are different areas on which company can improve the distribution and sales network.

Recommendation:

• Company is introducing more and more schemes to reduce problem regarding schemes and also on other hand company is facing problem of expiry density. Single handed solution is provided by customer executive. 
• Tropicana is using mass communication tools to generate awareness in public about Tropicana juices. So company should increase their existing number of retailers to generate more sales.
• Company should have differential scheme for different retailers and their class. Usually, company has four class group 
• Gold class, A class, B class, C class
• Company can try to improve the ranking by introducing different options and services to them.
• Company is charging premium prices over competitor prices. Company also think about the commission offered to them. Company can increase commission to some extent that can give relief to retailers.

Conclusion:
Retailer survey consists of eight questions, among eight questions some of them also be divided into different categories. We take out retailer survey of Tropicana juices exactly opposite of Brand Management. It means focusing the brand from the retailers and company side instead of understanding it from consumer point of view. How company is aggressively making efforts to compete the market with less awared brand? In future any survey regarding retailer must be conclusive instead of inclusive. We have gathered only those questions which are most important. But further detailed study of this subject is possible on individual basis; we can individually come to know how many super stores keeps Tropicana juices in Gurgaon out of total number super store. In the future survey should be extensive study of complete Gurgaon market is possible. Due to lack of time constraints given to us, only two months with training in marketing, we are able to perform inclusively. We have ground reality experience in marketing profile offered to us.

Limitations:

• We have interviewed 60 number retailers keeping Tropicana juices; this number is insufficient for extensive research. For that at least we need 150 retailers to know the performance. 
• Our research consists of only those retailers who are keeping Tropicana juices. Next time we need to address also those retailers who are not keeping Tropicana juices.
• Some of retailers are not providing answers adequately, so they may be shuffle in the future research.
• We have only 8 questions in survey, at least 10 t0 15 questions would be sufficient number for the interview.
• Our research is restricted to only develop areas of Gurgaon; we have very less number of respondents from developing areas of Gurgaon.
• We have taken retailer population hypothesis of Bernoulli theorem. It is used when population mean and standard deviation is known to us. 
• Our hypothesis is based in certain assumptions if anyone wants to use these report in future, hypothesis will change. 
• We have worked under two distributors out of four distributors in Gurgaon; our market research is restricted to only areas related with two distributors.
• Some of parameters use in the research provides insufficient data regarding actual scenario.
• This research is restricted to education purpose, company acts as an authorised signatory. Company may use data for official purpose.
• We have included petty shop and local shop as a convenience store; actually very less number of petty shops is keeping Tropicana juices.
• Some of questions in research, we used ambiguous terms like sometimes in stock-out position, it doesn’t show which period stock-out is possible.

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The above article is a summary extract from the dissertation projects of the MBA and BBA students of Skyline College. Skyline, situated in Delhi and Gurgaon (NCR) is a premier institute providing management education specialising in MBA and BBA degrees and specialist courses for travel and tourism as well as mass communication.