The document provides a historical overview of PepsiCo's origins, starting from its introduction as 'Brad's drink' in 1893 to its rebranding efforts and marketing strategies over the decades. It highlights significant moments such as celebrity endorsements, various successful advertising campaigns, logo redesigns, and sponsorships in sports. Additionally, it details the company's product offerings and its headquarters in Purchase, New York.

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Introduction
Pepsi was first introduced as "Brad's Drink", in New Bern, North Carolina, United States, In
1893 the pharmacy of Caleb Bradham, who made it at his drugstore where the drink was sold. It
was later labeled Pepsi Cola, named after the digestive enzyme pepsin and kola nuts used in the
recipe. Bradham sought to create a fountain drink that was delicious and would aid in digestion
and boost energy. (Pepsistore.com)
In 1903, Bradham moved the bottling of Pepsi-Cola from his drugstore to a rented warehouse.
That year, Bradham sold 7,968 gallons of syrup. The next year, Pepsi was sold in six-ounce
bottles, and sales increased to 19,848 gallons. In 1909, automobile race pioneer Barney Oldfield
was the first celebrity to endorse Pepsi-Cola, describing it as "A bully drink...refreshing,
invigorating, a fine bracer before a race." The advertising theme "Delicious and Healthful" was
then used over the next two decades. In 1926, Pepsi received its first logo redesign since the
original design of 1905. In 1929, the logo was changed again.
In 1931, at the depth of the Great Depression, the Pepsi-Cola Company entered bankruptcy – in
large part due to financial losses incurred by speculating on wildly fluctuating sugar prices as a
result of World War I. Assets were sold and Roy C. Mega gel bought the Pepsi trademark.
(Soda Museum)
Mega gel was unsuccessful, and soon Pepsi's assets were purchased by Charles Guth, the
President of Loft, Inc. Loft was a candy manufacturer with retail stores that contained soda
fountains. He sought to replace Coca-Cola at his stores' fountains after Coke refused to give him
a discount on syrup. Guth then had Loft's chemists reformulate the Pepsi-Cola syrup formula.
On three separate occasions between 1922 and 1933, The Coca-Cola Company was offered the
opportunity to purchase the Pepsi-Cola company, and it declined on each occasion.
( Mark Pendergrast 2000).
From the 1930s through the late 1950s, "Pepsi-Cola Hits the Spot" was the most commonly used
slogan in the days of old radio, classic motion pictures, and later television. Its jingle (conceived
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in the days when Pepsi cost only five cents) was used in many different forms with different
lyrics. With the rise of radio, Pepsi utilized the services of a young, up-and-coming actress
named Polly Bergen to promote products, oftentimes lending her singing talents to the classic
"...Hits The Spot" jingle.
Film actress Joan Crawford, after marrying then Pepsi-Cola President Alfred N. Steele became a
spokesperson for Pepsi, appearing in commercials, television specials and televised beauty
pageants on behalf of the company. Crawford also had images of the soft drink placed
prominently in several of her later films. When Steele died in 1959 Crawford was appointed to
the Board of Directors of Pepsi-Cola, a position she held until 1973, although she was not a
board member of the larger PepsiCo, created in 1965.
(Crawford,J 1959-05-07).
The Buffalo Bisons, an American Hockey League team, were sponsored by Pepsi-Cola in its
later years; the team adopted the beverage's red, white and blue color scheme along with a
modification of the Pepsi logo (with the word "Buffalo" in place of the Pepsi-Cola wordmark).
The Bisons ceased operations in 1970 (making way for the Buffalo Sabres).
Through the intervening decades, there have been many different Pepsi theme songs sung on
television by a variety of artists, from Joanie Summers tothe Jacksons to Britney Spears.
(See Slogans)
In 1975, Pepsi introduced the Pepsi Challenge marketing campaign where PepsiCo set up a blind
tasting between Pepsi-Cola and rival Coca-Cola. During these blind taste tests the majority of
participants picked Pepsi as the better tasting of the two soft drinks. PepsiCo took great
advantage of the campaign with television commercials reporting the results to the public.
(SODAmuseum.com)
In 1996, PepsiCo launched the highly successful Pepsi Stuff marketing strategy. By 2002, the
strategy was cited by Promo Magazine as one of 16 "Ageless Wonders" that "helped redefine
promotion marketing"
In 2007, PepsiCo redesigned its cans for the fourteenth time, and for the first time, included more
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than thirty different backgrounds on each can, introducing a new background every three weeks.
(Pepsigallery.com).
One of its background designs includes a string of repetitive numbers, "73774". This is a
numerical expression from a telephone keypad of the word "Pepsi".
In late 2008, Pepsi overhauled its entire brand, simultaneously introducing a new logo and
a minimalist label design. The redesign was comparable to Coca-Cola's earlier simplification of
its can and bottle designs. Pepsi also teamed up with YouTube to produce its first daily
entertainment show called Pop tub. This show deals with pop culture, internet viral videos, and
celebrity gossip.
In 2009, "Bring Home the Cup" changed to "Team Up and Bring Home the Cup". The new
installment of the campaign asks for team involvement and an advocate to submit content on
behalf of their team for the chance to have the Stanley Cup delivered to the team's hometown
by Mark Messier.
Pepsi has official sponsorship deals with three of the four major North American professional
sports leagues: the National Football League, National Hockey League and Major League
Baseball. Pepsi also sponsors Major League Soccer. It also has the naming rights to Pepsi Center,
an indoor sports facility in Denver, Colorado. In 1997, after his sponsorship with Coca-Cola
ended, NASCAR driver Jeff Gordon signed a long term contract with Pepsi, and he drives with
the Pepsi logos on his car with various paint schemes for about 2 races each year, usually a
darker paint scheme during nighttime races. Pepsi has remained as one of his sponsors ever
since. Pepsi has also sponsored the NFL Rookie of the Year award since 2002.
(Prnewswire.com)
Pepsi also has sponsorship deals in international cricket teams. The Pakistan cricket team is one
of the teams that the brand sponsors. The team wears the Pepsi logo on the front of their test and
ODI test match clothing.
In July 2009, Pepsi started marketing itself as Pepsi in Argentina in response to its name being
mispronounced by 25% of the population and as a way to connect more with all of the
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population. (Valentina.V July 15, 2009).
In October 2008, Pepsi announced that it would be redesigning its logo and re-branding many of
its products by early 2009. In 2009, Pepsi, Pepsi and Pepsi Max began using all lower-case fonts
for name brands, and Diet Pepsi Max was re-branded as Pepsi Max. The brand's blue and red
globe trademark became a series of "smiles", with the central white band arcing at different
angles depending on the product until 2010. Pepsi released this logo in U.S. in late 2008, and
later it was released in 2009 in Canada (the first country outside of the United States for Pepsi's
new logo), Brazil, Bolivia, Guatemala, Nicaragua, Honduras, El Salvador, Colombia, Argentina,
Puerto Rico, Costa Rica, Panama, Chile, Dominican Republic, the Philippines and Australia. In
the rest of the world the new logo has been released in 2010. The old logo is still used in several
markets internationally, and has been phased out most recently in France and Mexico. The UK
started to use the new Pepsi logo on cans in an order different from the US can. Starting in mid2010, all Pepsi variants, regular, diet, and Pepsi Max, have started using only the medium-sized
"smile" Pepsi Globe.
Pepsi and Pepsi Max cans and bottles in Australia now carry the localized version of the new
Pepsi Logo. The word Pepsi and the logo are in the new style, while the word "Max" is still in
the previous style. Pepsi Wild Cherry finally received the 2008 Pepsi design in March 2010.
In 2011, for New York Fashion Week, Diet Pepsi introduced a "skinny" can that is taller and has
been described as a "sassier" version of the traditional can that Pepsi says was made in
"celebration of beautiful, confident women". The company's equating of "skinny" and "beautiful"
and "confident" is drawing criticism from brand critics, consumers who do not back the "skinny
is better" ethos, and the National Eating Disorders Association, which said that it takes offense to
the can and the company's "thoughtless and irresponsible" comments. PepsiCo Inc. is a Fashion
Week sponsor. This new can was made available to consumers nationwide in March.
In April 2011, Pepsi announced that customers will be able to buy a complete stranger a soda at a
new "social" vending machine, and even record a video that the stranger would see when they
pick up the gift.
In March 2012, Pepsi introduced Pepsi Next, a cola with half the calories of regular Pepsi.
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( Candice.C 2012-02-23)
In March 2013, Pepsi for the first time in 17 years reshaped its 20-ounce bottle,
In November 2013, Pepsi issued an apology on their official Swedish Facebook page for using
pictures of Cristiano Ronaldo as a voodoo doll in various scenes before the Sweden v
Portugal 2014 FIFA World Cup playoff game. (Yahoo. 2013-11-21). (Facebook. 2013-11-21).
PepsiCo announces plans to invest US $1 billion in China over the next four years as part of the
strategy to expand in emerging markets and broaden the portfolio of locally relevant products.
The original trademark application for Pepsi-Cola was filed on September 23, 1902 with
registration approved on June 16, 1903. In the application's statement, Caleb Bradham describes
the trademark as an "arbitrary hyphenated word "PEPSI-COLA", and indicated that the mark was
in continuous use for his business since August 1, 1901. The Pepsi-Cola's description is a
flavoring-syrup for soda water. The trademark expired on April 15, 1904.
A second Pepsi-Cola trademark is on record with the USPTO. The application date submitted by
Caleb Bradham for the second trademark is Saturday, April 15, 1905 with the successful
registration date of April 15, 1906, over three years after the original date. Curiously, in this
application, Caleb Bradham states that the trademark had been continuously used in his business
"and those from whom title is derived since in the 1905 application the description submitted to
the USPTO was for a tonic beverage. The federal status for the 1905 trademark is registered and
renewed and is owned by PepsiCo, Inc. of Purchase, New York.
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PepsiCo Headquarters
The PepsiCo headquarters are located in the neighborhood of Purchase New York, in the town
of Harrison, New York. It was one of the last architectural works by Edward Durell Stone. It
consists of seven three-story buildings. Each building is connected to its neighbor through a
corner. The property includes the Donald M. Kendall Sculpture Gardens with 45 contemporary
sculptures open to the public. Works include those of Alexander Calder, Henry Moore,
and Auguste Rodin. Westchester Magazine stated "The buildings’ square blocks rise from the
ground into low, inverted ziggurats, with each of the three floors having strips of dark windows;
patterned pre-cast concrete panels add texture to the exterior surfaces." In 2010 the magazine
ranked the building as one of the ten most beautiful buildings in Westchester County.
At one time PepsiCo had its headquarters in 500 Park Avenue in Midtown Manhattan, New York
City. In 1956 Pepsico paid $2 million for the original building. PepsiCo built the new 500 Park
Avenue in 1960.[54] In 1966, Mayor of New York City John Lindsay started a private campaign
to convince PepsiCo to remain in New York City. Six months later, the company announced that
it was moving to 112 acres (45 ha) of the Blind Brook Polo Club in Westchester County. After
PepsiCo left the Manhattan building, it became known as the Olivetti Building.
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Organization Chart
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Products Details
Aquafina
Aquafina® bottled water goes through a state-of-the-art purification process so that you get the
refreshment your body craves in its purest form.
Brisk
The original iced tea with tons of attitude. The one with the bold lemon flavor that kicked iced
tea off the back porch and gave it some street cred. Now that's Brisk, baby!
Cheetos
CHEETOS® Snacks are the playfully mischievous cheesy crunch that add a little lighten-up
moment to any day. Proof positive, you simply can’t eat a Cheetos Snack without smiling. The
CHEETOS® brand strives to provide consumers with fun times every step of the way.
Diet Mountain Dew
All the great taste and intensity of DEW without the calories!
Diet Pepsi
With its light, crisp taste, Diet Pepsi gives you all the refreshment you need - with zero sugar,
zero calories and zero carbs. Light. Crisp. Refreshing. Diet Pepsi. Nothing refreshes like a Diet
Pepsi.
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Doritos
DORITOS® brand tortilla chips deliver a powerful crunch that unlocks the bold and unique
flavors you crave. The DORITOS® brand is constantly creating new ways to give
you immersive and memorable experiences, to put you in control of the things you love most.
Fritos
The popularity of FRITOS® Corn Chips has put the snack in a class of its own. From small
towns and family barbecues to parties in the big city, this classic snack is a true icon. The hearty
chip even inspired the creation of another American classic, FRITOS® Chili Pie.
Gatorade
Available in over 80 countries, Gatorade's line of performance drinks adds over 40 years of
rehydration and sports nutrition research to the PepsiCo portfolio. Born in the lab In early
summer of 1965, a University of Florida assistant coach sat down with a team of university
physicians and asked...
Lay's
Wherever smiles happen and happiness is celebrated, you’ll find LAY'S® potato chips. From
backyard BBQs and birthday parties to 4th of July picnics, LAY'S® chips are there to share the
moment. It’s no wonder these deliciously fresh-tasting and perfectly crispy potato chips have
been America’s...
Lipton
Made with natural ingredients, new 100% Natural Lipton Iced Tea unlocks the natural goodness
of tea, blending it with delicious flavors to hydrate and refresh you.
Mirinda
Mirinda is here to be your carefree laugh out loud partner. The bold fruity taste and the vibrant
fizz will remind everyone; don’t take life too seriously. Enjoy the sensorial fruity Mirinda
experience with Orange, Citrus, Green Apple, Strawberry, Tangerine and Pomegranate flavors.
Release Mirinda....
Mountain Dew
Mountain Dew exhilarates and quenches with its one of a kind great taste.
Pepsi
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Pepsi - the bold, refreshing, robust cola.
Pepsi MAX
Pepsi MAX is the only soda with zero calories and maximum Pepsi taste!
Quaker
Quaker's family of brands includes household names you know and love. These consumer brands
which deliver great taste, nutrition, quality and variety, have been around for as long as 130
years. Ninety-two percent of our U.S. brands hold the number-one or number-two position in
their respective...
Ruffles
Chip lovers have come to know that ―R R R Ruffles Have Ridges!‖ The thick ridges of
RUFFLES® Potato Chips help hold more great potato chip flavors and stand up to the thickest
dips.
Sierra Mist
Sierra Mist Natural is made with real sugar and nothing artificial - just natural ingredients so the
crisp, clean lemon-lime flavor shines through. It's simple, delicious, and refreshing - naturally!
Tostitos
TOSTITOS® tortilla chips are made for dipping. Whether it’s a couple of friends gathered to
watch the game or a giant backyard barbecue, TOSTITOS® are the must-have chips—the
ultimate salsa and dip delivery system. With their perfect shape, texture and taste, TOSTITOS®
chips are a reminder that the...
Tropicana
Tropicana, the strongest name in juices, extends the PepsiCo portfolio of brands with plenty of
nutritious, high-quality flavors. Tropicana Products, Inc. is the leading producer and marketer of
branded fruit juices. Its products are marketed in the U.S. under a variety of brand names,
including...
Walkers
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Walkers is the UK's favourite crisps brand. Founded in 1948, butcher Henry Walker began
making crisps in his Leicester Plant to keep his workers busy, as meat was scarce in post-war
Britain. The Walkers brand offers a range of popular snacks, including Walkers potato crisps,
Walkers Extra Crunchy, And some other products are below.
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Marketing Strategy
STRATEGY
Inside PepsiCo’s ―One For All, All For One‖ Sponsorship Strategy
PepsiCo activates the New York Giants across Pepsi, Tostitos and other brands. The company
this year rolled out Tostitos-branded Mexican food
carts in MetLife Stadium.
Food and beverage giant gains economies of scale
by activating ties across multiple brands.
October 21, 2013
With a portfolio that includes the NFL, MLB, the
International Cricket Council and other domestic and
international properties, PepsiCo, Inc. is one of the world’s top sponsors in terms of annual
spending.
And the food and beverage giant is placing more focus on leveraging its vast sponsorship
portfolio across multiple brands.
PepsiCo in 2011 added the Quaker and Tropicana brands as part of its ten-year renewal with the
National Football League. The company this year added Sabra hummus and Aquafina water to
the decades-old partnership.
In addition, PepsiCo for the first time is activating the NFL across its full line of Pepsi products:
Pepsi, Diet Pepsi, Pepsi Max and Pepsi Next.
PepsiCo is applying the strategy to other properties as well. The company last year added Quaker
Oats and the breakfast food category to its partnership with Major League Soccer.
The multi-brand strategy supports the organic role that PepsiCo brands play in the sports
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experience--whether on the field of play or the fan experience. That includes Gatorade’s longrunning support of athletes, Quaker’s involvement with youth sports and Pepsi and Frito-Lay
enhancing the fan experience through sweepstakes and other promotions that bring consumers
closer to the game.
―We want to maximize our partnerships to the fullest, and the best way to do that is to bring our
brands more closely together in the sports space,‖ said Jennifer Storms, PepsiCo’s senior vice
president of global sports marketing.
As part of the strategy, PepsiCo looks to leverage sponsorship with activation programs that
support its own marketing objectives as well as those of its partners.
―We are the ultimate partner for a league, team or athlete. They have a need for partners that can
help enhance the fan experience, support youth programs and other initiatives, and we can do all
of that.‖
The key to the success: collaborative relationships. PepsiCo looks for properties that take a
vested interest in a partnership’s success by keeping the company up to speed on new marketing
initiatives and other programs where there may be a brand fit.
―It’s about sitting down with our partners, talking about where our brands authentically align and
figuring out how we can create the best engagement platforms that align with each other’s
goals,‖ said Storms.
Brian Rolapp, COO of NFL Media, echoes that sentiment.
―As we work together we organically look to expand the relationship and bring in additional
brands. That’s how sponsorship should work—you need to go in with the view of how to
accomplish each other’s goals.‖
Rolapp points to Pepsi’s sponsorship of the Super Bowl half time show as an example. The
sponsorship supports Pepsi’s music platform while helping the NFL extend the reach of the
show.
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―The half time show use to be a big platform for 12 minutes in the middle of the Super Bowl.
Pepsi has made it a bigger platform that begins in September and goes past the Super Bowl.‖
PepsiCo leverages the NFL and other partnerships across three primary platforms:
360-degree consumer touch points. PepsiCo is placing more focus on engaging consumers
through multiple touch points. That includes the field of play, in-stadium messaging and in-store
promotions.
A visual of how PepsiCo activates the NFL at retail.
―We want to reach more consumers in more places at
more times than anyone else,‖ said Storms.
Local market activation. Whether it’s a national,
regional or local property, the ultimate goal for
PepsiCo is to gain local activation platforms. That
includes retail promotions and other programs tailored to the local market.
―We want to work with our retailers to create uber local programs that bring our partnerships to
life and drive purchase decisions.‖
Sustainable activation platforms. PepsiCo looks for partnerships that can be activated
throughout the year or season across multiple brands.
For example, the company activates the NFL across the combine, draft, training camp, kickoff,
playoffs and Super Bowl.
―We’re not in the business of partnering with one-time sporting events. We partner with sports
leagues, teams and athletes to drive sales every day of the year.‖
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The Pepsi “Are You Fan Enough? Lounge
Where The Rubber Meets The Road: Local Market Activation
PepsiCo uses 20-plus team deals to support national NFL marketing campaigns at the local level.
For example, the beverage giant is leveraging the NFL New York Giants to support Pepsi’s new
―Are You Fan Enough?‖ national campaign.
The company today will roll out the ―Are You Fan Enough?‖ mobile trailer at the Giants home
game against the Minnesota Vikings. The trailer features interactive games (Pepsi pong,
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cornhole, etc.), a photo booth, product sampling and a TV area where fans can watch other
games throughout the season.
The trailer will remain at MetLife Stadium through the 2014 Super Bowl.
PepsiCo also activates league and team deals with localized in-store promotions. The promotions
can be sizable in terms of size and scope: PepsiCo last year activated the Giants with a multibrand promotion that spanned an entire supermarket wall.
Like its league partnership, PepsiCo has broadened its Giants sponsorship over the past few
years. The company this year rolled out a Tostitos-branded Mexican food cart in MetLife
Stadium.
―PepsiCo has worked with us on the customer experience from upper deck concessions down to
a premium spaces and clubs. They have worked with us not just on the experience but the
product presentation as part of that experience,‖ said Mike Stevens, SVP and CMO with the New
York Giants.
Pepsi is one of MetLife Stadium’s four cornerstone partners.
In Boston, PepsiCo is supporting the ―Are You Fan Enough‖ national promotion with a localized
campaign around the NFL New England Patriots.
The ―Wicked Good‖ campaign includes the ―Get A Wicked Good View‖ sweeps that dangles the
chance to watch player introductions from the tunnel in Gillette Stadium. PepsiCo promotes the
sweeps through in-store displays.
PepsiCo also touts the campaign and team affiliation on delivery trucks throughout the
Northeastern U.S.
―PepsiCo understands the importance of local activation under the NFL platform better than any
other partner we work with,‖ said Jonathan Kraft, president of the New England Patriots.
PepsiCo also uses Gillette Stadium for meetings with trade partners. For example, the company
recently hosted executives from BJ’s Wholesale Club for a 2014 planning meeting.
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Competitors & Its Analysis
PepsiCo, Inc. Competition
The PepsiCo challenge (to archrival Coca-Cola) never loses its fizz for the world's #2 carbonated
soft drink maker. Its soft drink brands include Pepsi, Mountain Dew, and their diet
alternatives. Cola is not the company's only beverage: Pepsi sells Tropicana orange
juice, Gatorade sports drink, SoBe tea, and Aquafina water. The company also owns Frito-Lay,
the world's #1 snack maker with offerings such as Lay's, Ruffles, Doritos, and Cheetos. The
Quaker Foods unit makes breakfast cereals (Life, Quaker oatmeal), Rice-A-Roni rice, and Near
East side dishes. Pepsi products are available in 200-plus countries; the US generates 50% of
sales. The company operates its own bottling plants and distribution facilities.
Top Competitors for PepsiCo, Inc.
Get a clear understanding of a company’s competitive landscape.
View Competitive Landscape Report
1. The Coca-Cola Company
2. Mondelez International, Inc. Company
3. Dr Pepper Snapple Group, Inc. Company
The Coca-Cola Company Company Profile
Coke is it -- it being the #1 nonalcoholic beverage company, as well as one of the world's most
recognizable brands. The Coca-Cola Company is home to 16 billion dollar brands, including four
of the top five soft drinks: Coca-Cola, Diet Coke, Fanta, and Sprite. Other top brands
include Minute Maid, Powerade, and vitaminwater. All told, the company owns or licenses and
markets more than 500 beverage brands, mainly sparkling drinks but also waters, juice drinks,
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energy and sports drinks, and ready-to-drink teas and coffees. With the world's largest beverage
distribution system, The Coca-Cola Company reaches thirsty consumers in more than 200
countries. Atlanta pharmacist John Pemberton invented Coke in 1886.
The Coca-Cola Company Rankings
#57 in FORTUNE 500 (May 2013)
S&P 500 (September 30, 2013)
Dow Jones Industrials
Dow Jones Global Titans
#26 in FT Global 500 (July 2013)
#57 in FORTUNE 1000 (May 2013)
Top 3 Competitors

PepsiCo, Inc.

Nestlé S.A.

Dr Pepper Snapple Group, Inc.
Mondelez International, Inc. Company Profile
Mondelez International (formerly Kraft Foods Inc.) makes what it takes to survive a global snack
attack. The company's pantry of billion-dollar brands includes: Cadbury and Milka
chocolates; LU, Nabisco, and Oreo biscuits; Trident gum; Tang powdered beverages; and Jacobs
coffees. Mondelez International comprises the global snacking and food brands of the former
Kraft Foods following the spinoff of its North America grocery operations (now Kraft Foods
Group). The two companies split in a tax-free spinoff in October 2012. Mondelez, with about
$35 billion in annual sales and operations in 165 countries, is the larger of the two businesses.
Mondelez International, Inc. Rankings
#88 in FORTUNE 500 (May 2013)
S&P 500 (September 30, 2013)
#143 in FT Global 500 (July 2013)
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#88 in FORTUNE 1000 (May 2013)
Top 3 Competitors

Nestlé S.A.

Kellogg U.S. Snacks Division

Frito-Lay North America, Inc.
Dr Pepper Snapple Group, Inc. Company Profile
For many consumers, it's a snap decision about which doctor to choose. Dr Pepper Snapple
Group (DPS) is the bottler and distributor of Dr Pepper soda and Snapple drinks. Serving
Canada, Mexico, and the US, the company offers a vast portfolio of non-alcoholic beverages
including flavored, carbonated soft drinks and non-carbonated soft drinks, along with ready-todrink non-carbonated teas, juices, juice drinks, and mixers. Among its brands are Dr Pepper and
Snapple of course, along with A&W Root Beer, Hawaiian Punch, Mott's, and Schweppes. It has
some cult favorites as well, including Vernors, Squirt, and Royal Crown Cola. DPS is the #3
soda business in North America after #1 Coke and
#2 Pepsi.
Dr Pepper Snapple Group, Inc. Rankings
#427 in FORTUNE 500 (May 2013)
S&P 500 (December 31, 2013)
#427 in FORTUNE 1000 (May 2013)
Top 3 Competitors

The Coca-Cola Company

PepsiCo, Inc.

Monster Beverage Corporation
(
PepsiCo's Strategic Focus
Today’s blog post is a repost from Evaluate Market Performance Lecturer, Geoff Fripp. Geoff
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has 25 years marketing experience working for organisations such as Telstra and St George
Bank. During his distinguished corporate career, he has worked hands-on in most specialty areas
of marketing, as well as holding senior strategic roles. He has also held several adjunct teaching
appointments since 1988, with the Australian Institute of Management, the University of Sydney
Centre for Continuing Education and the Business School.
I've just finished writing a case study for the recent launch of Pepsi Next into Australia in
September 2012. No doubt you've probably been touched by some aspect of their Australian
launch, ranging from guitar-playing babies with inept parents, to taste-test challenges across 300
outdoor locations, to heavy in-store promotion and discounting.
By way of background, Pepsi Next is best described as a mid-calorie cola beverage, consisting of
a half sugar and a half artificial sweetener formula. Upon first consideration you would think that
this new product would find itself in no-man's land as it violates the first rule of modern
marketing; appeal to a target market. And at first glance, the Pepsi Next product appears to be a
good 'bad example' of how not to do this, by offering a product mid-way between the needs of
two segments and probably appealing to neither very effectively.
However, my first glance at the product wasn't quite accurate. According to PepsiCo, this new
product has a very defined target market - lapsed cola drinkers. Since 2005 in the US, the soft
drink market has been in early decline with unit volumes slightly decreasing each year. Research
has identified that sales are being predominately lost to bottled water and, to a much lesser
extent, to energy drinks, sports drinks and juices and teas.
This shift in consumer drinking preferences isn't too much of a concern for PepsiCo across the
board, being the second largest food and beverage firm in the world (behind Nestle) and boasting
22 brands that each generate over $1 billion in sales per year, including non-soft drinks brands
such as Gatorade and Tropicana.
However, the concern at PepsiCo is more related to their flagship brand, Pepsi itself. Only last
year it lost its long-term second place in the US market, with Diet Coke sales now exceeding
Pepsi. In fact, Pepsi has lost about four market share points in the last ten years in the now
declining US carbonated soft drink market.
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24. PepsiCo
Pepsi Vs. Coke: An analysis
The use of soft drinks has risen manifold in the recent years, from your favorite actor to your
beloved cricketer, you can see them all sporting and endorsing a soft-drink. Though we know
that soft-drinks are not that good for health, still most of us take soft-drinks without any fuss.
When we are talking of soft-drinks, how can not Pepsi and Coke be reminded of; Pepsi and Coca
Cola are two international soft-drink giants which control most of the soft-drinks beverage
business in the world. Pepsi has the following brands under its umbrella: Pepsi, Diet - Pepsi,
Pepsi Max, Kurkure, Tropicana, Gatorade, Mountain Dew, Slice, Quaker, Aliva, Aquafina,
Nimbooz, 7Up, Lays, Uncle Chips etc. Coke on the other hand has the following brands: Coca
Cola, Coke light, Diet - coke, Kinley water, Kinley Soda,
Scheweppes, Minute Maid, Maaza, Limca, Fanta, Sprite,
Thums Up, Mountain Dew etc. Pepsi and Coke command over
95% of the soft-drink market in India. However Coke
continues to outsell Pepsi most areas of the world but in India
and Pakistan and some other other countries, PepsiCo fares far
better than coke. Still, both the companies are highly
profitable in their Indian business.
PepsiCo is the second-largest beverage business in the world after Coca Cola Ltd. More than 45
percent of the revenue of PepsiCo comes from outside the United States, with approximately 30
percent coming from emerging and developing markets. Coke has around 43% US beverage
market share, PepsiCo has the figure at around 31%, Cadbury Scheweppes has a share of around
18%. .The article lays stress on the Marketing ideology of Pepsi and Coke specially in Indian
markets. Lets first have a brief look at the history of introduction of Coke and Pepsi in India:
Coke was the leading Indian soft-drink brand in 1977 when a government regulation to share the
Coke's secret formula forced Coca Cola to exit India. Coke re-entered India in 1993 after the
policies were relaxed a bit. Coke acquired local Indian brands like Thums Up, Limca, Maaza,
Citra and Gold Spot and made a strong come back into the Indian Markets.PepsiCo entered India
in 1989 with a joint venture with Parle Agro and Voltas India Ltd. In 1995, Coke had 52 % of the
Indian soft-drink market share and Pepsi had around 42% market share. Since then Pepsi has had
a really strong growth in India and has comprehensively pushed aside Coke sales in India. In
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25. PepsiCo
much of India, the Pepsi brand has become synonymous with cold beverages. Coke uses a
portfolio of drinks to counter that advantage. Pepsi has had a strong Marketing campaign
targeting mainly Youngsters which has worked wonders for Pepsi. Pepsi has had alliances with
most of the popular actors, it has been the Official Sponsor of Indian cricket team for a long time
now. Pepsi's 'Change The Game' ad campaign in the 2011
Cricket World Cup was a mega success and boosted the
Sales a lot. Coke also had some successful ad campaigns
in the likes of 'Thanda matlab Coca Cola' and Coke 'Open Happiness', the latest Coke ad is 'Burr Burr' ad
series. A number of Pepsi and Coke challenges wherein
participants with a blindfold are asked to taste Coke and
Pepsi in plain cups and rate the better of the two, have
been organized by these companies time and again. Coke had also introduced a Loyalty Points
Awards program.
Coke Marketing usually focuses on:
Coca Cola - Redefining Itself, Rejuvenation, Refreshment, Health and Nutrition, Replenishment
Pepsi advertising focuses on: Slandering Coke, Youth, Market Segment
Pepsi's Distribution:
1) Exclusive contracts with franchise bottlers and independent distributors and retailers like
Walmart.
2) Agreements with its competitors like Unilever with Lipton, Starbucks for Frappuccino.
Coke's distribution:
1) Independent bottlers with exclusive contracts.
2) Coca- cola enterprises.
Moreover, PepsiCo has a number of products in the Food segment like potato chips, Quaker
oatmeal etc. as opposed to Coke which deals mainly in the Beverages, this provides PepsiCo
more range and thus a deeper penetration into the Markets.
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26. PepsiCo
SWOT analysis
PepsiCo SWOT analysis 2013
Strengths
Weaknesses
1. Product diversity
1. Overdependence on Wal-Mart
2. Extensive distribution channel
2. Low pricing
3. Corporate Social Responsibility (CSR)
3. Questionable practices (using tap water but
projects
4. Competency in mergers and acquisitions
5. 22 brands earning more than $1 billion a
year
6. Successful marketing and advertising
labeling it as mountain spring water)
4. Much weaker brand awareness and market
share in the world beverage market compared
to Coca-Cola
5. Too low net profit margin
campaigns
7. Complementary product sales
8. Proactive and progressive
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27. PepsiCo
Opportunities
1. Growing beverages and snacks
Threats
1. Changes in consumer tastes
consumption in emerging markets
2. Water scarcity
(especially BRIC)
3. Decreasing gross profit margin
2. Increasing demand for healthy food and 4. Legal requirements to disclose negative
beverages
information on product labels
3. Further expansion through acquisitions
5. Strong dollar
4. Bottled water consumption growth
6. Increased competition from Snyder’s
5. Savory snacks consumption growth
In Detail:
Strengths
1. Product diversity. PepsiCo has several hundreds of brands, which include: carbonated and
noncarbonated drinks, water, savory and whole grain-based snacks. Product diversification
strengthens PepsiCo because it doesn’t have to rely on few key products or seasonal sales and
isn’t significantly affected by changes in customer tastes.
2. Extensive distribution channel. PepsiCo products are served to more than 10 million stores
per week in more than 200 countries.
3. CSR. The firm recognizes its role in a society and engages in education, recycling, water
usage reduction, obesity fighting and other projects through PepsiCo Foundation, thus
increasing its brand awareness and customer loyalty.
4. Competency in mergers and acquisitions. The key to PepsiCo business growth is its
successful mergers and acquisitions of beverage, bottling and snacks companies. PepsiCo
acquired such brands as Gatorade, Tropicana, Doritos, Quaker Oats and many others.
5. 22 brands earning more than $1 billion a year. The company doesn’t have to rely on one or
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28. PepsiCo
two of its product to bring most of the revenues. Instead, Pepsi has 22 brands that contribute
significantly to its income, serving different industries and satisfying various consumer tastes.
6. Successful marketing and advertising campaigns. More than $2 billion spent on
advertising over 2012 resulted in PepsiCo’s growing market share over its main competitors,
including Coca Cola Company, which spent even more on advertising.
7. Complementary product sales. In its annual financial report, PepsiCo revealed one of its
studies' results that about 30% of customers who buy its snacks also buy its beverages.
PepsiCo’s decision to diversify its product range is firm’s competitive advantage too.
8. Proactive and progressive. According to New York Times food industry writer Melanie
Warner, PepsiCo, by many critics, is considered to be most proactive and progressive food
company.
Weaknesses
1. Overdependence on Wal-Mart. More than 13% of PepsiCo business revenues come from
Wal-Mart store chain. Wal-Mart has a significant buyer power and can easily dictate prices
over PepsiCo leaving it with very small margins. In addition, if PepsiCo would lose Wal-Mart
it would lose 13% of its revenue and competitive advantage.
2. Low pricing. PepsiCo usually prices its products lower than its competitors. Low price is
associated with low quality and PepsiCo products are usually perceived as ones.
3. Questionable practices. PepsiCo is using and selling tap water but places view of mountains
on its water bottle labels, thus deceiving people that it is mountain spring water when it is not.
PepsiCo has also been criticized for using water in India with higher than allowed amount of
pesticides in it.
4. Weak brand awareness. The Coca Cola Company has the largest share market of beverages
in the world and much stronger brand awareness than Pepsi, placing it at competitive
disadvantage.
5. Too low net profit margin. PepsiCo’s net profit margin is 9.7% compared to Coca Cola’s
18.55% and Nestlé’s 11%.
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29. PepsiCo
Opportunities
1. Growing beverages and snacks consumption in emerging markets. PepsiCo has made
large investments in BRIC countries to expand its market share as these countries represent
the fastest growing food and beverages markets in the world. If PepsiCo is successful it will
increase its revenues and global market share significantly. In addition, it will be able to rely
less on US market.
2. Increasing demand for healthy food and beverages. Due to many programs to fight
obesity, demand for healthy food and beverages has increased drastically. PepsiCo has an
opportunity to further expand its product range with beverages and snacks that have low
amount of sugar and calories.
3. Further expansion through acquisitions. So far, PepsiCo has been successful in acquiring
other companies and adding new growing brands to its portfolio.
4. Bottled water consumption growth. Consumption of bottled water is expected to grow both
in US (PepsiCo’s largest bottled water market) and the rest of the world.
5. Savory snacks consumption growth. The same opportunity PepsiCo has in growing its
revenue selling snacks as this market is also expected to grow.
Threats
1. Changes in consumer tastes. Consumers around the world become more health conscious
and reduce their consumption of carbonated drinks, drinks that have large amounts of sugar,
calories and fat.
2. Water scarcity. Water is becoming scarcer around the world and increases in both cost and
criticism for PepsiCo over the large amounts of water used for production.
3. Decreasing gross profit margin. PepsiCo’s gross profit margin was decreasing over the past
few years and may continue to decrease due to higher water and other raw material costs.
4. Strong dollar. More than 50% of PepsiCo’s income is from outside US. Due to strong dollar
performance against other currencies PepsiCo’s income should fall.
5. Increased competition from Snyder’s. Snyder’s increase its US savory snacks market share
by 1.6% and almost all of it was taken from PepsiCo. (Jurevicius,O)
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30. PepsiCo
PEST Analysis
PEST Analysis of PepsiCo
Political Factors
PepsiCo is non alcoholic beverage and has to follow regulated by FDA with consistency. Also, it
deals in different markets and every market has its own policies and procedures that are either
stringent or either relaxed. Specially cross border situations are very different and Pepsi has to
adapt to these changes accordingly.
PepsiCo’s competitors use competitive pricing strategy and Pepsi has to always keep this in
mind.
PepsiCo has to also deal with government’s focus on stricter water pollution norms and land
aquisition for new factories in different countries.
Economic Factors
Usually whenever there is an economic downturn faced by the economy, companies sales are
badly affected and they have to restructure their strategies.. Also, with falling profits companies
sometimes have to undergo downsizing. Economic scenario has a great influence on any
business. But the economic in 2008 was in Pepsi’s favor. It resulted in increased sales of its
beverages as people were jobless and were sitting at home, spending more time with family and
friends.
Also, fuel prices greatly affect PepsiC0’s transport costs as there is a lot of distribution involved.
Availability of labor is another very important economic factor .In some countries the labor is
quite expensive and if it’s cheap then sometimes labor is not well trained.
Social Factors
Social factors greatly affects Pepsi, as it’s a non-alcoholic beverage that deals worldwide it has
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31. PepsiCo
keep in mind stark and strict differences of cultures the world wide. Mostly, the social
implications are seen in advertising campaigns like some countries have religious festivals, so
Pepsi has to keep in line with all these festivals and design advertising campaign accordingly to
cash upon the opportunity to the fullest.
Also the solid waste management program affects the operations at PepsiCo. PepsiCo has to be
extra careful when it comes to waste disposable in order to maintain its image of a socially
responsible firm.
PepsiCo is one of the few companies that operate almost in every country. PepsiCo has an
implementation of SAP software and wind power manufacturing in India .Also, PepsiCo
introduced plastic bottles and cans and came up with innovative and newer designs.
With the technologies coming in, companies have changed their strategies and operations
accordingly. A recent trend that has been seen and something that almost every company is
inclining toward is Social Media.
The social media outburst has led to progressively interactive engagement with the buyers with
continuous comes about so Pepsi has to be aware of all the developments that take place with
keeping in mind the increased use of technology by youth for their benefit how can PepsiCo use
this to maintain and increase its customer’s loyality.
PEST Analysis; by analyzing the political , social, enviromental and technical aspects, the
company or its competitors can discover new possibilities and can identify the advanced warning
of threats. It shows the possible risks that can be due to change in company environment and
allows the company to form accordingly rather than going against it. Furthermore, it gives you
purpose perspective of the new industry that the company goes into in and allows you discover
new places according to the requirement of the industry.
Lastly, it allows the business to avoid projects that have possibilities to fall short, for reasons
beyond control and finally it allows company to discover new markets.
(saraalgoe.hubpages.com)
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32. PepsiCo
Conclusions
1. All the factors involved in pest analysis have a great impact on each and every company.
they all are interconnected with each other and also leads to a profitable business.
2. In my conclusion, i would like to point out that Pepsi and Coke have managed some
extremely successful brands; with time focus will be more and more on Emerging
markets plus there will be a lot of emphasis on healthier beverages and more innovative
products. Stress will also be laid on cleaner and more environment friendly practices
employed by these companies.
3. Being in such a tense competition ( just like the brand Coca-Cola), Pepsi-Cola should not
take the direct and tough attack upon it. There is no good to either side. The best wad is
to keep a peaceful relationship with it and always compare with others, We should find
their disadvantages and show our advantages on this aspect. Then by and by, the people
would think ours is betted Of course the most important rule is to improve ourselves to
meet the consumers.
4. Pepsi has a long-standing commitment to protecting the consumer whose trust
andconfidence in its products in the bedrock of its success. In order to ensure
thatConsumers stay inform about the global quality of all Pepsi product sold in the
world,Pepsi product carry a quality assurance seal on them. Pepsi commitment is to
deliver sustained growth, through empowered people, acting with responsibility and
buildingtrust.
5. Grievances of dealers & consumers often do not reach to the concern authority.
6. A healthy relationship should be developed by the company’s executives with the
dealers.
7. The number of visicooler & signage should be increased.
8. New policy of the company should be introduced before the competitors launch those
policies.
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