Company: Varun Beverages Ltd.

(PepsiCo) Submitted by: Arjun Dev Singh PGDM (2024-26) GL Bajaj

Institute of Management & Research Mentor: Gaurav Rawat ( Area sales Manager) Location: Noida

I would like to express my sincere gratitude to Varun Beverages Ltd. for offering me this
internship opportunity. Special thanks to my mentor, Mr. Gaurav Rawat (Area Sales
Manager), for his constant guidance and support throughout this journey. His mentorship
onground was instrumental in developing my understanding of FMCG field dynamics. I also
extend my appreciation to the PSRs, depot managers, and sales executives who assisted me
in data collection, route planning, and execution. I would like to thank GL Bajaj Institute of
Management & Research for facilitating this learning opportunity. For allowing me to
undertake this valuable project as part of my PGDM curriculum. Special mention to the PSRs
who took me along across different routes in Noida and helped me understand the
complexities of beverage sales. This report is a reflection of their cooperation and the
learning I received on the field.

SUMMARY EXECUTIVE

This report presents a comprehensive overview of my two-month internship at Varun

Beverages Ltd. (VBL), carried out from 10th June to 9th August 2025 under the guidance of
ASM Mr. Gaurav Rawat in the MORE – AGTM territory. The focus of this internship was on
executing and supporting activities related to marketing strategy and market development for
PepsiCo products.
My responsibilities included assisting in numeric distribution (ND) tracking, ensuring VISI
(visibility) cooler compliance, and contributing to the improvement of product placement
across retail outlets. Daily market visits were conducted, during which I observed brand
visibility, interacted with retailers, and documented key findings through working sheets and
photographs.

Key focus areas during the internship were:

 Identifying and converting non-buying outlets to expand product reach

 Ensuring VISI 20Cs and above compliance across stores to improve brand visibility

 Tracking the daily movement of physical cases (Phy Cs) for key SKUs like Pepsi, Slice,
and 7UP

 Analysing cooler utilisation and addressing display-related issues

 Gathering retailer feedback related to product availability, pricing, and promotional

support

Field insights revealed challenges in cooler maintenance, promotional material shortages, and
stock availability in some areas. However, by actively engaging with retailers and reporting
issues, several gaps were addressed through follow-up support visits and alignment with field
sales personnel.

This internship has not only enhanced my understanding of ground-level retail marketing but
also improved my skills in market observation, data reporting, and communication. The
findings and suggestions in this report may offer actionable insights for improving outlet
engagement and territory-level marketing execution.

INTRODUCTION

Mission:
While refreshing billions of consumers with a vast portfolio of beverages touching all age
groups, we shall ensure a sustainable ecosystem with a positive impact on our planet and
well-being.
Vision:
WE WILL BE THE MOST ADMIRED BEVERAGE COMPANY IN ALL OUR MARKETS

Varun Beverages Limited (“VBL” or the “Company”) is a key player in beverage industry
and one of the largest franchise of PepsiCo in the world (outside USA).

VBL has been associated with PepsiCo since the 1990s and have over two and half decades
consolidated its business association with PepsiCo, increasing the number of licensed
territories and sub-territories covered by the Company, producing and distributing a wider
range of PepsiCo beverages, introducing various SKUs in the portfolio, and expanding the
distribution network.

The Company manufactures, distributes and sells a wide range of carbonated soft drinks
(CSDs), as well as a large selection of non-carbonated beverages (NCBs), including
packaged drinking water sold under trademarks owned by PepsiCo.

PepsiCo CSD brands produced and sold by VBL include Pepsi, Pepsi Black, Mountain Dew,
Sting, Seven-Up, Mirinda Orange, Seven-Up Nimbooz Masala Soda and Evervess. PepsiCo
NCB brands produced and sold by the Company include Tropicana Slice, Tropicana Juices
(100% and Delight), Seven-Up Nimbooz, Gatorade as well as packaged drinking water under
the brand Aquafina.

Highlights Of Varun Beverages Limited (VBL):

VBL has been granted franchisees for various PepsiCo products across 27 States and 7
Union Territories in India (responsible for ~90% beverage sales volume of PepsiCo
India). VBL has also been granted the franchise for the territories of Nepal, Sri Lanka,
Morocco, Zambia and Zimbabwe. India is the largest market and contributed ~80% of
revenues from operations (net) in Fiscal 2022.

Varun Beverages is part of the diversified RJ Corp, which operates across beverages, fast
food, healthcare, retail, and education sectors. VBL began its bottling operations in the
1990s and has built a strong and long-standing partnership with PepsiCo India. Over the
years, the company has expanded its footprint by acquiring additional territories and
increasing its production and distribution capabilities.
 In 2016, Varun Beverages went public and is now listed on the Bombay Stock Exchange
(BSE) and the National Stock Exchange (NSE). It is considered a flagship bottler of
PepsiCo, manufacturing and distributing a wide portfolio of carbonated and non-
carbonated beverages.

Organisational Structure at PepsiCo

In India, PepsiCo operates through both company-owned and franchisee-owned bottling

operations. The country falls under the AMESA (Africa, Middle East, South Asia) business
segment. PepsiCo India’s business is structured as follows:

 PepsiCo India – Corporate Division (Head Office in Gurugram)

Oversees brand management, strategic marketing, innovation, and national
partnerships.

 Franchisee Operations – Varun Beverages Ltd. (VBL)

VBL handles manufacturing, bottling, warehousing, and distribution in most of India,
working closely with PepsiCo India’s corporate team.
 VBL Sales Organisational Hierarchy

1. PSR – Pre-Sales Representative

Frontline person responsible for taking orders from retail outlets and ensuring
product availability.

2. CE – Customer Executive
Handles direct interaction with retailers, ensuring secondary sales and visibility.

3. Senior CE – Senior Customer Executive

Manages a team of CEs, helps in execution of sales plans at a micro level.

4. ACE – Area Customer Executive

Supervises multiple Senior CEs and ensures execution across a cluster of routes.

5. ASM – Area Sales Manager

Responsible for primary and secondary sales, distributor management, and market
execution in a defined area.

6. SM – Sales Manager
Leads ASMs in a broader zone, focuses on strategic targets, revenue growth, and
operational excellence.

7. HOS – Head of Sales

Pan-region/state-level head who oversees overall sales strategy and team
performance.

8. MUGM – Market Unit General Manager

Heads the entire business unit/territory (like North India, South India), integrating
sales, operations, and finance.

9. COO – Chief Operating Officer

Oversees daily operations of all business verticals including Sales, Supply Chain, and
Distribution.

10. Vice President – Sales

Strategic planner overseeing nationwide sales policy, targets, and performance
alignment with company goals.
 11. President
Top executive responsible for overall business performance, profitability, expansion,
and leadership

BRANDS COME IN PEPSICO

Here are the main brands under Varun Beverages, as they relate to PepsiCo’s portfolio

1. Carbonated Soft Drinks (CSDs)

These are some of the most popular carbonated drinks that Varun Beverages bottles and
distributes under the PepsiCo partnership:

 Pepsi: The flagship carbonated soft drink of PepsiCo, which is one of the most well-
known global beverage brands.

 Mountain Dew: A citrus-flavoured soda popular for its strong taste and higher
caffeine content.

 7UP: A lemon-lime flavoured soda that competes with brands like Sprite, available in
various markets.

 Miranda: A fruit-flavoured carbonated soft drink, which is particularly popular in

regions like India and several other countries in Asia and Africa.

2. Fruit Juices and Non-Carbonated Beverages

Varun Beverages also bottles and distributes several non-carbonated drinks, including fruit
juices and iced tea.

 Tropicana: A leading brand in the fruit juice category, offering a wide range of juices,
including orange, apple, pomegranate, and mixed fruit flavours. It’s marketed as a
healthy and natural juice option.

 Naked Juice: A premium fruit juice and smoothie brand, made with 100% fruit,
available in several flavours.
  Aquafina: A bottled water brand that is part of PepsiCo’s extensive portfolio.
Aquafina is widely consumed and marketed as purified water.

3. Sports Drinks

 Gatorade: A popular sports drink that is well-known for its ability to hydrate and
replenish electrolytes. It’s marketed primarily toward athletes and active consumers.

4. Soda Variants and Local Offerings

Varun Beverages also distributes other local PepsiCo beverages, and occasionally introduces
regional variants to cater to local preferences and tastes. For example, there may be regional
fruit sodas, lemon drinks, or variants of popular drinks depending on the market.

5. Other Products

Varun Beverages also distributes products like:

 Slice: A mango drink that is widely popular in the Indian market.

 Sting: A brand of energy drinks available in several flavours, targeting young, active
consumers.

Key Markets for Varun Beverages:

Varun Beverages is primarily operational in:

 India (its largest market),

 Nepal,

 Sri Lanka,

 Bangladesh,

 Morocco,

 Egypt,

 Zimbabwe,

 Uganda, and
 Kenya.
 Stock Keeping Units (SKUs)

The company also markets multiple Stock Keeping Units (SKUs) across different
bottle sizes and formats (PET bottles, glass bottles, cans).

Flavour Pack MRP PACKING

Sting-Red 250ML 20 30
Sting-Gold 250ML 20 30
Trop 180ML 20 30
Trop/Nimbooz 500ML 30 24
Trop 1L 80 12
7 UP 400ML 20 30
Pepsi Black 400ML 20 30
Slice Mango 125ML 10 40
Slice Mango 250ML 20 30
Slice Mango 600ML 40 24
Slice Mango 1.2L 70 12
Slice Mango 1.75L 99 9
ALL GETO 250ML 20 30
ALL GETO 500 ML 50 24
Aquafina 250ML 7 24
Aquafina 500ML 10 24
Aquafina 1.0L 20 12
VAD 180ML 30 24
VAD 180ML 20 30
 Internship Objectives

The primary objective of this internship was to bridge the gap between classroom learning and
real-world business operations through practical exposure to the beverage industry. The
internship focused on understanding and contributing to marketing strategy execution and
market development activities within the FMCG segment.
1. To Understand Retail Execution Strategy in the Beverage Industry

 Observe and understand brand placement, POS merchandising, and in-store visibility.
 Learn how Numeric Distribution (ND) is tracked.
 Understand cooler placement (VISI 20Cs compliance) and branding.

2. To Support Market Development Activities in Assigned Territory

 Identify non-buying outlets and assist in conversions.

 Participate in daily field execution.
 Assist in improving secondary sales and availability of SKUs.

3. To Gain Practical Exposure to FMCG Sales Operations

 Accompany field staff on daily routes.

 Maintain daily working sheets.
 Observe distributor-retailer relationships.

4. To Develop Analytical and Reporting Skills

 Record field-level data.

 Submit photo-based execution proof.
 Report field challenges through support sheets.

5. To Learn Professional Communication and Territory Management

 Interact with retailers and wholesalers.

 Learn persuasion, observation, and follow-up.
 Understand route-to-market execution.
 Work Description
During my two-month internship at Varun Beverages Ltd., I was actively involved in
supporting the field sales and marketing execution across the assigned territory under the
guidance of the Area Sales Manager (ASM). My responsibilities were aligned with on-ground
marketing strategy, numeric distribution (ND) expansion, VISI compliance, and retailer
engagement.

The following sub-sections describe the core activities I performed during the internship:
1. Daily Beat Visits & Outlet Coverage

I was assigned to accompany the field sales team on daily market visits within the MORE –
AGTM beat. These visits focused on checking product availability, visibility, cooler
compliance, and engaging with retailers for order collection and feedback.

Total outlets visited during internship: 200+

non-buying outlets identified: 45 non-buying outlets
Converted outlets: 25 outlets started placing orders after follow-up

Consistent follow-up, communication of promotional schemes, and cooler installation helped

convert hesitant retailers into active buyers.
2. Brand Visibility & Cooler (VISI) Compliance

One of the key responsibilities was to assess the VISI 20Cs and above cooler status across
outlets to ensure chilled availability of PepsiCo products and adherence to branding
guidelines.

VISI compliance rate observed: 70%-80% (outlets had working and branded coolers)
Observations included:
• Some coolers were underutilised or filled with competitor products
• Some coolers were non-functional or poorly placed
• POS material was missing or outdated in some shops

Such cases were recorded in the support sheet and escalated for resolution.
3. Retailer Interaction

Direct interaction with retailers was a vital part of the internship. I gathered feedback
regarding product availability, pricing, visibility.

Feedback collected from: 80+ Retailers

Common feedback included:
• Preference for during summer
• Requests for cooler repair and branding support
Retailers generally appreciated the brand but highlighted challenges in stock availability and
promotional communication.

4. Data Recording & Reporting

Day-End Working Sheet: Recorded outlet-wise details including SKU movement, cooler status,
and remarks.
Support Visit Sheet: Maintained logs for support issues like cooler breakdowns, stock disputes,
etc.
Execution Photos: store visit photos were shared in the WhatsApp group daily.
These reports ensured visibility and accountability of field activities.

PHOTOS OF EXECUTION

BEFORE AFTER
 OUTLETS OF PEPSICO

PepsiCo, the parent company of Pepsi, offers a variety of outlet types to distribute its
products worldwide. These outlets can be categorized based on the type of location, channel,
and product offerings. Below are the main types of outlets through which Pepsi products are
typically distributed:

PRIMARY TYPES OF OUTLETS

1. Retail Outlets

 Supermarkets and Hypermarkets: Large retail stores like Walmart, Target, Carrefour,
and other grocery chains where Pepsi products are sold in bottles, cans, and
multipacks.

 Convenience Stores: Small, local shops that carry a variety of Pepsi products in
single-serving sizes or multipacks, such as 7-Eleven and Circle K.

 Discounter Chains: Stores like Dollar General or Aldi that offer Pepsi products at
discounted prices.

 Gas Stations: Many gas stations, like Shell, BP, or Chevron, feature Pepsi products for
on-the-go purchases.

2. Foodservice Outlets

 Restaurants: Fast food chains (McDonald's, KFC, Taco Bell) and casual dining
establishments that offer Pepsi drinks as part of their beverage menu.

 Cafeterias and Catering: Institutions like schools, hospitals, and corporate cafeterias
that provide Pepsi as a beverage option.

 Vending Machines: Pepsi products are commonly available in vending machines in

public spaces, workplaces, and schools.

3. Online and E-Commerce Platforms

 Direct-to-Consumer Websites: PepsiCo has its own online platforms, and some of its
regional distributors sell directly to customers through online stores.
  Third-Party E-Commerce: Retailers like Amazon, Walmart, and regional e-commerce
sites that offer Pepsi products for home delivery.

4. Wholesale and Distribution Channels

 Wholesale Clubs: Membership-based stores such as Costco, Sam's Club, and BJ’s
Wholesale, which sell bulk Pepsi products.

 Distributors and Wholesale Suppliers: Pepsi products are also distributed through
large wholesalers that serve smaller retailers, local markets, and independent stores.

5. Specialty Outlets

 PepsiCo-Owned or Branded Stores: In some locations, PepsiCo operates its own

branded shops or themed stores (for example, PepsiCo may operate pop-up stores or
exclusive events for special product lines or promotions).

 Pop-up Events or Activations: Temporary outlets or mobile units that offer Pepsi
products during events, festivals, or sports activities.

6. International and Regional Outlets

 In some countries, Pepsi may also be sold through specific regional channels, which
may include direct partnerships with local businesses or international franchises.

These are the primary types of outlets through which Pepsi products are distributed and made
available to consumers globally.

SECONDARY TYPES OF OUTLETS

Ssecondary types of outlets that cater to more specific consumer needs or reach niche
markets. These outlets may not be as ubiquitous as the primary ones but are still important in
Pepsi's overall distribution network. Some of these secondary outlets include:

1. Specialty Beverage Shops

 Health and Juice Bars: These may carry certain PepsiCo beverages, especially those
under its healthier drink brands like Tropicana (juices) or Naked Juice (smoothies).
  Bubble Tea and Smoothie Shops: Some shops that sell specialty drinks may offer
Pepsi products or brands owned by PepsiCo as part of their beverage line up.

2. Event and Festival Stands

 Concerts and Festivals: Pepsi often sponsors major events and festivals, providing
products through pop-up stands or temporary booths.

 Sports Arenas and Stadiums: At major sporting events or concerts in arenas, Pepsi
may be sold through kiosks or special stands. These are often specific to the venue but
can cater to large crowds.

3. School and College Campuses

 Campus Kiosks: Pepsi products are commonly available in university or school

campus vending machines, kiosks, and cafeterias.

 Campus Cafés: Smaller cafés or convenience stores within educational institutions

that carry Pepsi products alongside other beverages.

4. Public Transport Locations

 Train Stations & Airports: Pepsi products can often be found in vending machines or
small retail outlets located in high-traffic transportation hubs.

 Buses and Trains: In certain regions, you might find Pepsi sold via on-board vendors
or in-train kiosks.

5. Hotel and Resort Outlets

 Hotel Mini-Bars: Some hotels stock Pepsi products in their mini-bars or offer them
via room service.

 Resorts & Cruise Ships: Resorts or cruise lines that offer Pepsi products as part of
their beverage offerings for guests.

6. Corporate and Office Settings

 Office Beverage Supply: Many companies use vending services that stock Pepsi
products in office break rooms or provide bulk orders for employee consumption.
  Corporate Cafeterias: Some large corporations have cafeterias or canteens where
Pepsi products are served.

7. Subscription and Delivery Services

 Meal Kit and Subscription Services: Some food delivery services or meal kit
providers may include Pepsi products as part of their offerings.

 Delivery Apps: Third-party delivery apps like Uber Eats, Door Dash, or Grub hub
may include Pepsi as an option when ordering meals from partnered restaurants.

8. Discount and Dollar Stores

 Dollar Stores: Outlets like Family Dollar, Dollar Tree, or other discount stores may
carry Pepsi products at a lower price point.

 Liquidation Stores: Stores that sell closeout or surplus goods may have Pepsi products
as part of their inventory.

9. Home Improvement and DIY Stores

 Big-Box Retailers: Large stores like Home Depot or Lowe's might offer Pepsi
products in their on-site cafeterias or food and beverage sections, particularly in their
seasonal outdoor sales areas.

 Warehouse or Tool Stores: In certain retail locations that don't primarily focus on
food, you might find Pepsi as part of the vending or snack offerings.

10. Pop-Up and Temporary Locations

 Pop-Up Shops: Occasionally, Pepsi may set up pop-up shops or temporary booths to
promote new products, engage in experiential marketing, or sponsor an event.

 Seasonal Kiosks: During certain seasons (like summer or holidays), Pepsi may
operate temporary kiosks in high-traffic public spaces or outdoor markets.

11. Airport Duty-Free Stores

 Duty-Free Retailers: Pepsi products, particularly premium or special-edition versions,

may be available at airport duty-free shops for international travellers.

12. Recreational Centres and Theatres

  Amusement Parks: In collaboration with theme parks (e.g., Six Flags), Pepsi may sell
their beverages through numerous stands or food outlets inside the park.

 Cinemas: Movie theatres often carry Pepsi drinks as part of their concession stand
offerings, sometimes featuring special promotions or combos with snacks.

13. Non-Profit & Charity Events

 Fundraising Events: Pepsi may also be sold at charity events, auctions, or fundraising
activities where local volunteers or organizations partner with brands to sell
beverages.

 These secondary outlets allow Pepsi to reach various niches, provide additional
convenience for specific customer segments, and expand its market reach beyond
traditional retail and foodservice channels.
 Segmentation of PepsiCo

Segmentation in marketing refers to dividing a broad consumer or business market, normally

consisting of existing and potential customers, into sub-groups of consumers based on some
type of shared characteristics. For PepsiCo, a multinational food and beverage company,
segmentation is a key part of its marketing strategy. PepsiCo serves diverse markets, and its
products cater to various consumer needs across different regions.

Here’s a breakdown of how PepsiCo might segment its market:

1. Geographic Segmentation

PepsiCo operates in many countries worldwide, so geographic segmentation is crucial. This

includes dividing the market by:

 Region: North America, Latin America, Europe, Africa, Asia, and the Pacific.

 Climate: In hot climates, beverages like Pepsi and Mountain Dew might have more
focus, while in colder regions, snacks like Lay's and Quaker products may be more
popular.

 Urban vs Rural: PepsiCo may target different marketing strategies based on whether
consumers live in urban or rural areas. Urban areas often demand more on-the-go
products, while rural markets may favour bulk or family-size packaging.

2. Demographic Segmentation

Demographic segmentation divides the market based on measurable statistics, such as:

 Age: PepsiCo targets different age groups with products like sugary sodas (for
younger people), healthier snacks (for middle-aged adults), and specialized products
like Quaker oats (for older adults).
  Income: Premium products like Naked Juice or Starbucks ready-to-drink coffee
appeal to higher-income consumers, while value brands like Lay’s and Mountain Dew
target the mass market.

 Family Size: Family-oriented products like large bags of snacks or multi-pack

beverages may target households with children, whereas single-serving snacks or
drinks are aimed at individuals or smaller households.

 Occupation and Lifestyle: Products like Gatorade or Tropicana might appeal to

consumers with an active lifestyle or those engaged in sports.

3. Psychographic Segmentation

Psychographics divide the market based on lifestyle, values, and personality traits. PepsiCo
often segments its market this way:

 Health-Conscious Consumers: Products like PepsiCo’s Tropicana (healthy juices),

Naked Juice, and Quaker Oats target health-conscious individuals or those with
dietary restrictions.

 Value Seekers: These consumers prioritize affordability and may prefer value-sized
packaging or bulk products.

 Socially Conscious Consumers: PepsiCo may target consumers who care about
environmental sustainability, ethical sourcing, or social responsibility. Brands like
Naked Juice and Tropicana market with messages related to sustainable farming and
ethical ingredient sourcing.

4. Behavioural Segmentation

Behavioural segmentation divides the market based on consumer behaviours, such as

purchasing habits, product usage, and brand loyalty.

 Occasions: PepsiCo segments based on specific events or occasions (e.g., snacks for
parties or family gatherings, beverages for casual or festive occasions).
  Usage Rate: Heavy users of beverages or snacks might be targeted with bulk
packaging or multi-packs, while light users may be enticed by single-serve or travel-
sized products.

 Brand Loyalty: PepsiCo targets brand-loyal customers with rewards programs,

limited-edition products, or exclusive offers.

 Benefits Sought: Consumers seeking convenience, taste, energy (like with Gatorade),
or health benefits (with Quaker Oats or Tropicana) will be segmented accordingly.

5. Product-Based Segmentation

PepsiCo offers a wide range of products, so segmenting based on product type is also
important:

 Beverages: This includes carbonated drinks (Pepsi, Mountain Dew), juices

(Tropicana), energy drinks (Gatorade, Rock star), and water (Aquafina).

 Snacks: This includes chips (Lay’s, Doritos), nuts (Planters), and granola (Quaker).

 Health-focused Products: This includes products marketed as healthy alternatives,

such as Quaker oatmeal or Tropicana Pure Premium juice.

6. Technology and Innovation Segmentation

With growing interest in digital engagement and product innovation, PepsiCo has segmented
markets based on:

 Digital Consumers: Using e-commerce platforms, app-based ordering, and digital

loyalty programs to target consumers who prefer online shopping.

 Product Innovation: Segments based on consumer interest in new or innovative

product offerings, such as PepsiCo’s introduction of non-carbonated beverages, plant-
based snacks, or low-calorie drinks.

Example of Target Markets for PepsiCo Brands:

  Pepsi: Typically targets younger, adventurous consumers, often associating with
sports, music, and pop culture.

 Gatorade: Targets athletes or active individuals with a focus on hydration and

performance.

QUESTIONNAIRE

1. How often do you purchase cold beverages (like Slice, Pepsi, 7UP)?

 Daily
 2–3 times a week

 Once a week

 Rarely

 Never

2. Which brand do you prefer most among the following?

 Pepsi

 Coca-Cola

 Slice

 Frooti

 7UP

3. Where do you usually buy cold beverages?

 Supermarket

 Kirana (Local) Shop

 Online (Blinkit, Zepto, etc.)

 Restaurant/Café
4. Have you seen any recent advertisement or offer for Slice, Pepsi, or
7UP?

 Yes

 No

5. Which type of promotion attracts you the most?

 Buy 1 Get 1 Free

 Cashback/Discount

 Free gift with purchase

 Limited-time offers

 None of the above

6. Do in-store coolers, displays, or posters influence your purchase

decision?

 Yes, very much

 Somewhat

 No, I don’t notice them

7. How would you rate the availability of Slice or Pepsi products near
you?

 Excellent

 Good

 Average

 Poor

 Not Available
8. Would you like to see more visibility (coolers, displays, posters) of your
favourite beverage brand in shops?

 Yes

 No
 Conclusion

The internship at Varun Beverages Ltd. offered valuable hands-on exposure to the
company’s field-level sales and marketing operations. Over the course of two months,
I actively participated in market visits, beat planning, and retail execution in the
MORE – AGTM territory, under the guidance of the Area Sales Manager.

Key contributions during the internship included:

 Visiting over 200 retail outlets, tracking product availability and cooler visibility

 Identifying approximately 45 non-buying outlets, with 20 conversions recorded

during the period

 Monitoring VISI cooler compliance (20Cs and above), with an estimated 65–70%
coverage observed

 Engaging with 80+ retailers to collect feedback on product range, pricing, and
promotional visibility

 Supporting the field team through daily working sheets, support visit reporting, and
execution photo submissions

The experience enhanced my understanding of numeric distribution tracking, retailer

relationship building, and execution challenges in the FMCG beverage segment. It
also helped me understand the importance of market development efforts such as
product placement, consistent availability, and in-store branding.

This internship has helped me develop a ground-level perspective on how Varun

Beverages drives market presence and retail execution, and I am grateful for the
opportunity to contribute to the team.
 Bibliography

 PepsiCo India Official Website – https://www.pepsicoindia.co.in

 Varun Beverages Ltd. – Annual Reports and Investor Presentations
Retrieved from: https://www.varunpepsi.com
 Indian Beverage Industry Report 2024 – IBEF (India Brand Equity Foundation)
Retrieved from: https://www.ibef.org
 Food Processing Sector in India – Ministry of Food Processing Industries
Retrieved from: https://mofpi.nic.in
 Articles and Data from Google Form Survey (Conducted by the Author during
Internship, 2025)

 Field Notes and Daily Reports submitted during internship under ASM supervision