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PEPSICO
COMPANY PROFILE
• PepsiCo was formed in 1965 • Pepsi is a carbonated soft drink that is produced and manufactured
by PepsiCo. • Pepsi was first introduced as "Brad's Drink" in New Bern, North
Carolina, United States, in 1898 by Caleb Bradham• It was later renamed as Pepsi-Cola on June 16, 1903.• PepsiCo is a world leader in convenient foods and beverages• Sixth ranked• Headquarters
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•Pepsi-Cola beverages are available in about 160 countries and territories.
•Pepsi-Cola began selling its products internationally in 1934 with its operations in Canada.
• Operations grew rapidly beginning in the 1950s•Key international markets include Argentina, Brazil,
China, India, Mexico, Philippines, Saudi Arabia, Spain, Thailand and the United Kingdom
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•Employees-297,000 •Revenue -US$ 66.504 billion •Net income - US$ 6.462 billion•Total assets - US$ 72.882 billion •Total equity - US$ 20.899 billion
MISSION & VISION
"To be the world's premier consumer products company focused on convenient foods and beverages. We seek to produce healthy financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate.
Our vision is put into action through programs and a focus on environmental stewardship, activities to benefit society, and a commitment to build shareholder value by making PepsiCo a truly sustainable company.
AWARDS & RECOGNITION
• In 2011, The Brand Trust Report in India included Pepsi in the list of the most trusted brands of the country
•PepsiCo wins award for best sustainable technology at inaugural Ethical Corporation Awards
PRODUCTS
• Pepsi• 7UP• Lays• Gatorade• Mountain Dew• Nimboz• Slice• Tropicona• Mirinda• Aquafina
ADVERTISING STRATEGIES
•Pepsi’s target audience are mostly teens and young adults and their advertising reflects this in every possible way
•The advertising is mostly creative and has different elements like music and sports other than bollywood
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• It has 12 star endorsers from bollywood and the Indian cricket team.
•Pepsi.com also plays an important role in advertising and attracts target audience by giving access to options like downloads, gaming, music mixing applications
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•The campaign attempts to capture the youth of today by focusing on their personality, lifestyle and attitude of youth through the advertisement
•Kurkure is a Pepsi product and the Kurkure has tied up with the South Western Railways to have a branded train, under which a brand name would feature along with the train's name in all announcements, on reserved tickets, on reservation charts, on destination boards of the train
Generation Y- Market Influence
• Huge market – 80 million people
• Spending power – 600 million annually
• Many Geb Yers do household grocery shopping
• 90% parents say kids influence what they buy
• Many work and have their own money to spend
• They have proven to be brand loyal
Pepsi and Generation Y
•Pepsi targets Generation Y specifically
•Current campaigns use of effective techniques
•By targeting 12 to 21 year olds, Pepsi is attempting to establish a loyal; pepsi drinker for life and the largest group of soft drink consumer.
NEW PRODUCT DEVELOPMENT
• Produce a range of ‘healthy’ alternatives under the brand name ‘Pepsi Fresh’.
• Our suggestion would be a range of Vitamin enriched waters under the name ‘Pepsi Fresh’
CRM
“Capture and integrate customer data from all the organization, consolidate the data, analyze the data, and then distribute the results to various systems and customer touch points across the enterprise”
OBJECTIVES OF CRM
•To simplify marketing and sales process•To make call centres more efficient•To provide better customer service•To discover new customers•To cross sell products more effectively
ENVIRONMENT & TECHNOLOGY
New anti-bacterial packaging:
• Oplon Pure Science, a developer of anti-bacterial plastic sheets for packaging, has signed an $8 million agreement with PepsiCo Corporation
• The packaging of Oplon is supposed to significantly delay the development of germs and bacteria in food products
• Oplon sprays a layer of anti-bacterial material on the inner part of the package, which prolongs the shelf-life of the product.
• The innovation is meant to make the distribution of products easier in countries where cooling methods
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•Oplon has developed a range of effective surface protection, as well as antimicrobial compounds that are used as coatings.
• These coatings challenge the negative effects of contamination.
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Water Conservation in Operations:• An important way to improve water-use efficiency is
by conserving water in plants
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•To achieve this, we embed conservation practices into the day-to-day operations of manufacturing facilities, including a water component of our successful Resource Conservation (ReCon) tool.
•Because of ReCon water conservation tool 2.2 billion litres of water savings, with a corresponding cost savings opportunity of nearly $2.7 million.
