The document discusses redesigning the organization structure of PepsiCo to better facilitate marketing integration across its major brands. It recommends that the Chief Marketing Officer implement a new structure with a single Marketing Manager overseeing the marketing of all beverage brands and another overseeing food brands. Additionally, the document suggests three steps for the CMO to take to further integrate marketing efforts: 1) use neuromarketing to develop products, 2) invest in developing international markets, and 3) focus on maintaining strong customer relationships.

1. SUBJECT
PRINCIPLES OF MANAGEMENT
Teacher :
Nguyen Thi Phuong Nhung
Student : Ngoc Thao
CASE STUDY 8A
REDESIGNING PEPSICO

2. 1. Draw a revised organization structure that will help
PepsiCo attain the marketing integration it seeks.
Chief marketing
Officer Jill
Beraud
Beverages
Marketing
Manager
Pepsi-Cola
Beverages
Gatorade Sports
Drink
Tropicana Juices
Food Marketing
Manager
Frito-Lay Snacks Quaker Foods

3. 2. In addition to implementing the new structure you
have drawn, what steps can Beraud take to facilitate an
integration of marketing efforts across the major brands
at PepsiCo?
3 steps:
First: use neuromarketing style
focus on developing product.
Second: international market
invest in developing & emerging market.
Last: keep customer relationship

4. Book:
Essentials of Management
ANDREW J. DuBRIN