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- Title
The Efficacy of Schemes and Pack Wise Marginal Contribution Analysis of Pepsi in Coimbatore.
- Authors
Varadharajan, P.; Vikkraman, P.
- Abstract
The research article 'To study the efficacy of current scheme and high volume management study, recommend on ways of improvement and Pack wise marginal contribution analysis of high volume outlets' is carried out for Pepsi Co, Coimbatore. The study focuses on the management of HVO and Schemes and marginal contribution analysis. The study is done in Coimbatore region. Pepsi Co finds it difficult to survive in the Bottled water Category because of the high discount offered to the Outlets which is a cost to the Company and the high discount offered to the Outlets by the Competitors. At present the company's main objective is to reduce the discount cost so as to enhance the Net Marginal Contribution. Company is also looking forward to remove the High Volume Outlets from the HVO list whose sales volume is not giving justice to the HVO status given. Data has been obtained both from the Primary source and Secondary Source for this report. Primary Data has been obtained from the various officials of Pepsi Co and Secondary Data has been obtained from various internal documents of Pepsi Co. Limitation of this report is that the findings of the report is based on the data available from 01/01/2008 that has been projected for the whole year. In the Coimbatore Territory Aquafina is showing a negative net marginal contribution whereas in contrast CSD category is showing a positive net marginal contribution in both the territories. The Best solution to remove the net marginal contribution of Aquafina is either by increasing the price of Aquafina or by reducing the discount given to this outlets by the cross promotion pack mix.
- Subjects
COIMBATORE (India); INDIA; DISCOUNT prices; PEPSICO Inc.; BOTTLED water; BOTTLED water industry; ECONOMIC competition
- Publication
Journal of Marketing & Communication, 2010, Vol 6, Issue 1, p18
- ISSN
0973-2330
- Publication type
Article