This document summarizes a study on the market penetration of PepsiCo's new product "Atom" among retail outlets in Guwahati. It provides data on the awareness, purchase patterns, display, and sales of Atom compared to PepsiCo's other products. The majority of retailers were aware of Atom but reported low sales. Most retailers displayed Atom for less than a month and were dissatisfied with incentives provided by PepsiCo for promoting the new product.

1. MARKET PENETRATIONOF PEPSI’S NEW PRODUCT LAUNCHEDAMONGTHE RETAIL OUTLETS IN
GUWAHATI
For the Partial Fulfillment of degree of Masters of Business Administration
Submited by:
Pompy Boruah
Roll: 031312, No.: 24190239
Reg. No.: 19-120034151 of 2012-13
Session : 2012-2014
Department Of Business Administration
Assam University : Silchar

2. • PepsiCo Inc. is an American multinational food and beverage corporation
headquartered in Purchase, New York, United States, with interests in the
manufacturing, marketing and distribution of grain-based snack foods,
beverages, and other products.
• PepsiCo was formed in 1965 with the merger of the Pepsi-Cola Company
and Frito-Lay, Inc.
• PepsiCo entered India in 1989 and is concentrating in three focus areas-
Soft drink concentrate snack foods and vegetable and food processing.
• PepsiCo India’s growth has been guided by PepsiCo’s global vision of
“ Performance with Purpose ”.

8. FOR ANALYSIS AND INTERPRETATION
Click Here

15. • http://www.wikipedia.org/
• http://www.digitalimpulse.in/insights/pepsi-marketing-strategy-oh-yes-abhi-or-never/#.UpdooNKnpZA
• http://pitchonnet.com/blog/2013/04/26/pepsico-gets-ready-this-summer-with-pepsi-atom-piyo-josh-mein-
jiyo-hosh-mein/
• http://www.thinkomania.com/pepsis-josh-cola-did-not-create-any-josh-in-the-youth/
• businesstoday.intoday.in

16. Annexure I

17. Thank you

22. BACK

23. Outlet type No of Respondents Respondents in
percentage form
Provision store 122 62%
Bakery 16 8%
Restaurant 42 21%
Others 18 9%
[CATEGORY
NAME]
[PERCENTAGE]
[CATEGORY
NAME]
[PERCENTAGE]
[CATEGORY
NAME]
[PERCENTAGE]
[CATEGORY
NAME]
[PERCENTAGE]
OUTLETTYPE

24. Response No. of Respondents Response ( %)
YES 194 97.97%
NO 4 2.03%
[CATEGORY NAME]
[PERCENTAGE]
NO
2%
AWARENESS

25. Source of Information No. of respondents Responses(%)
Sales Representatives 138 70%
Advertisement 26 13%
Family members 10 5%
Friends 12 6%
Others 12 6%
[CATEGORY
NAME]
70 % [CATEGORY
NAME]
13 %
[CATEGORY
NAME]
5 %
[CATEGORY
NAME]
6 %[CATEGORY
NAME]
6 %
SOURCE OF INFORMATION

26. Purchase No.of Oulets Responses(%)
DAILY 0 0%
WEEKLY 37 19%
FORTNIGHTLY 93 47%
MONTHLY 68 34%
0
10
20
30
40
50
60
70
80
90
100
DAILY WEEKLY FORTNIGHTLY MONTHLY
PURCHASE OF ATOM

27. Response No. of Respondent Response(%)
Satisfied 10 5%
Moderately
Satisfied
59 30%
Not satisfied 129 65%
[CATEGORY NAME]
5%
[CATEGORY NAME]
30%
[CATEGORY NAME]
65%
RETAILERS SATISFACTION FOR CONSUMER DEMAND

28. Response No. of Retailers Response(%)
Satisfied 36 18%
Moderately Satisfied 69 35%
Not Satisfied 93 47%
[CATEGORY
NAME]
18%
[CATEGORY
NAME]
35%
[CATEGORY
NAME]
47%
RETAILERS SATISFACTION WITHTHE
INCENTIVES

29. Status No. of outlets in May No. of outlets in June
Qualified 166 149
Disqualified 32 49
Qualified Disqualified
166
32
149
49
May June

30. DisplayArea
for the
month May
Counter top
(1)
Rack
(2)
Air Hanger
(3)
Shelves
(4)
Any of the two
(1,2/1,3/1,4/
2,3/2,4/3,4)
Any of the three
(1,2,3/2,3,4/
1,3,4)
Having all
four
(1,2,3,4)
No of
Outlets
35 15 3 78 25 8 2
35
15
3
78
25
8 2
COUN TER TOP R A CK A IR H A N G ER SH ELV ES A N Y OF TH E TWO A N Y OF TH E TH R EE A LL F OUR
NO OF OUTLETS THE MONTH OF MAY
No of Outlets

31. Display Volume No of outlets
Less than 1 case 42
More than 1 case 110
More than 2 cases 14
More than 3 cases Nil
0
20
40
60
80
100
120
Less than 1 case More than 1 case More than 2 cases More than 3 cases
DISPLAYVOLUME for MAY

32. DisplayVolume No of outlets
Less than 1 case 32
More than 1 case 107
More than 2 cases 12
More than 3 cases Nil
0
20
40
60
80
100
120
Less than 1 case More than 1 case More than 2 cases More than 3 cases
DISPLAYVOLUME for JUNE

33. Display
criteria
Dangler
(1)
POS
(2)
Glow sign
(3)
Any of the two
(1,2/1,3/
2,3)
Any of the
three (1,2,3)
No. of
Outlets
105 40 10 35 8
105
40
10
35
8
DA N G LER POS G LOWSIG N
B OA R D
A N Y OF TH E TWO A N Y OF TH E
TH R EE
ADVERTISING CRITERIA
No of Outlets

34. PepsiCo’s Product No. of item (on average) Responses in Percentage Form
ATOM 34 11%
Pepsi 69 21%
Mirinda 61 19%
Mountain Dew 88 27%
7 UP 72 22%
[CATEGORY
NAME]
11 %
[CATEGORY
NAME]
21 %
[CATEGORY
NAME]
19 %
[CATEGORY
NAME]
27%
[CATEGORY
NAME]
22%
COMPARISONOF ATOMWITH OTHER PEPSICO
PRODUCTS

35. Sales per day No. of Outlets Responses in
Percentage Form
0-5 % 103 52%
5-10 % 79 40 %
10-15 % 16 8 %
Above 15 % Nil Nil
0
10
20
30
40
50
60
0-5 5 to 10 10 to 15 Above 15
PERCENTAGE OF SALE OF PEPSICO's
ATOM

36. Response No. of Retailers Response (%)
Sometimes 113 57%
Always 30 15%
Never 55 28%
[CATEGORY
NAME]
57 %
[CATEGORY
NAME]
15 %
[CATEGORY
NAME]
28%
RETAILERS PREFERENCE IN OFFERING ATOM
TOTHE CUSTOMERS

37. Response No. of outlets Response (%)
Satisfied 31 16%
Dissatisfied 167 84%
[CATEGORY
NAME]
16 %
[CATEGORY
NAME]
84%
RETAILERS PREFERENCE IN OFFERING ATOM
TOTHE CUSTOMERS
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