Académique Documents
Professionnel Documents
Culture Documents
EuromonitorInternationalRelatedAnalysis
PepsiCoIncinSoftDrinks(USA)
LocalCompanyProfile|27May2014
STRATEGICDIRECTION
Accordingtotheform10KfiledinFebruary2014,PepsiCoseekstocontinuetobroadentherange
ofourproductportfolio,includingexpandingourofferingsofmorenutritiousproducts...byreducing
addedsugar,sodiumandsaturatedfatincertainkeybrands.Intermsofmarketing,thecompanywill
investindigitaltoolsandtechnologiesthatwillallowustoreachourconsumersdifferentlycontinueto
adaptouradvertisingandmarketingmodeltoharnessthepowerofsocialmedia.
KEYFACTS
Summary1PepsiCoInc:KeyFacts
Fullnameof
company:
PepsiCoInc
Address:
700AndersonHillRoad,Purchase,NY10577
Tel:
+1(914)2532000
Fax:
+1(914)2532070
www:
Pepsico.com
Activities:
Marketsbottledwater,carbonates,energydrinks,juices,RTDtea,sports
drinks
Source:EuromonitorInternationalfromcompanyreports,companyresearch,tradepress,tradesources
Summary2PepsiCoAmericasBeverages:OperationalIndicators
2011
2012
2013
Netsales
US$22,418million
US$21,408million
US$21,068million
Netprofit
US$3,273million
US$2,937million
US$2,955million
Source:EuromonitorInternationalfromcompanyreports,companyresearch,tradepress,tradesources
COMPANYBACKGROUND
PepsiCoshistoryspansover115years,datingbackto1898,whenpharmacistCalebBradham
inventedPepsiCola,claimingitcureddyspepsia,orindigestion.ThemodernincarnationofPepsiCo,
however,occurredin1965,whenPepsiColamergedwithFritoLay.
MuchofPepsiCosmodernhistoryhasbeenmarkedbystrategicacquisitionsanddivestments.
PepsiCopursuedaninterestinthefoodservicebusinessfromthelate1970sthroughtothelate1990s,
withitstriooffastfoodrestaurants.ThecompanyacquiredPizzaHutin1977,TacoBellin1978and
KFCin1986.However,PepsiCodiscoveredthatitsownershipofmajorfastfoodchainslimitedits
abilitytosellitssoftdrinksinotherfoodserviceoutlets,whichviewedthecompanyasacompetitor.As
aremedy,PepsiCospunoffitsUS$10billionfastfoodunitasTriconGlobalRestaurantsin1997.This
moveleftthecompanyfreetoconcentrateonitscoresoftdrinksandsavourysnacksmarkets.
In1991,thePepsiLiptonTeaPartnershipwascreatedwithUnilever,makerofLiptonteas.
In1998,PepsiCoseizedtheopportunitytoacquireTropicanaProductsIncfromSeagram.Tropicana
isaleadingproducerofbrandedjuices.Theacquisitionextendedthecompanyscompetitionwithrival
CocaColaintojuices,againstthelattersMinuteMaidCo.
In1998,thePepsiCoBoardofDirectorsauthorisedconversionofamajoritystakeincompanyowned
bottlingoperationstopublicownership,therebyseparatingthatlowmarginoperationfromthemore
profitablebeverageconcentratebusiness.Thebottlingoperation,knownasThePepsiBottlingGroup,
accountedforoverhalfofPepsiCovolumesalesin1999.
In2001,PepsiCopurchasedtheChicagobasedQuakerOatsCoformorethanUS$13billion.The
http://www.portal.euromonitor.com/portal/analysis/relatedtab
1/4
2/19/2015
EuromonitorInternationalRelatedAnalysis
acquisitionwasaimedprimarilyatacquiringQuakerOatssprizedGatoradesportsdrinkline,giving
PepsiCoalargeshareinsportsdrinks,furtherenlargingitsportfolio.Alsoin2001,PepsiCopurchased
amajorityshareinSouthBeachBeverageCo,producerofSoBefruit,herbalandenhancedsoftdrinks.
SoBeproductsarepositionedaselixirsandenergydrinkswithintherapidlygrowingUSsportsand
energydrinkscategory.
In2006,PepsiCoacquiredArdeaBeverageCo,anenergysodamanufacturer,IZZEBeverage
Company,asparklingjuicemanufacturer,andNakedJuiceCo,manufacturerof100%juiceand
smoothies.
In2009,thecompanyrebrandeditssignatureTropicanaPurePremiumOrangejuice.Theredesigned
packageswereveryshortlived,beingdiscontinuedshortlyafterlaunch.Manyconsumersstrongly
opposedtheredesignandwereveryvocalabouttheirfeelingstothecompany.Inadditiontosimplynot
likingthenewdesign,manyconsumersfounditdifficulttodifferentiatebetweendifferenttypesofjuice
withtheupdatedpackaging.Thecompanyrevertedbacktotheoriginaldesign,hopingtoregainthe
trustofloyalconsumers.
In2009,thecompanyannouncedthatitsAquafinabottledwaterbrandwouldseethelaunchofthe
EcoFinaBottle,thelightest500mlbottleofanynationallydistributedbottledwaterbrandinthemarket.
TheEcoFinaBottleisthelatestofthecompanysecofriendlyefforts,whichbeganin2002,todevelop
thelightestandthemostenvironmentallyfriendlybottlesonthemarket.TheEcoFinabottleismade
with50%lessplasticthanthe500mlbottlesoriginallyproduced.Thecompanyestimatesthenew
packagingwilleliminateapproximately34,000tonnesofplasticannually.In2011,PepsiCowasina
racewithitsrivalCocaColaCotobecomethefirsttoproduceaplasticsodabottlemadeentirelyfrom
plants.InDecember2011,thecompanyannouncedthatitwasonscheduletoconductatestin2012
thatinvolvedproducing200,000bottlesmadefromplantonlyplastic.However,itremainstobeseen
whetherproductioniscommerciallyviableonalargescale.
In2009,thecompanypilotedaprojectintroducingclimatefriendlyvendingmachinesintheUS.The
programmebeganwith30machinesintheWashingtonDCarea,withthemachinesfeaturingaspecial
greenrefrigerantstickerindicatingthattheyuselessenergyandgeneratelessgreenhousegas
emissionsthanexistingmachines.Thenewmachinesusecarbondioxide(CO2),anaturalrefrigerant,
insteadofhydrofluorocarbons(HFCs).
In2009,PepsiCoannouncedplanstoacquireAmococo,Brazilslargestcoconutwatercompany.The
agreementindicatesPepsiCosrecentstrategytotransformitsbeverageportfolio.Thecompany,like
CocaCola,iseagertoenterintothefastgrowingcoconutwaterniche,hailedforitsnaturalhydration
properties.
In2012,PepsiCoannouncedinvestmentofUS$500millioninmarketingtoregainlostshareinthe
beverageindustry.ThecompanyhiredpopculturebrandambassadorssuchasNickiMinajand
BeyoncKnowles,andsponsoredtheFebruary2013SuperBowlHalftimeShow.
In2010,PepsiCosCEOIndraNooyistressedthatthecompanywillfocusonalternativebeveragesto
fitthehealthandwellnessgoalssoughtbymanyAmericans.MostrecentlaunchesfromPepsiCohave
focusedonbetterforyou(BFY)beverages.ExamplesincludePropelZero,anenhancedwater(2011)
andNakedJuiceslowcaloriesmoothieswithcoconutjuice(2010).Thecompanyalsolaunchedmid
caloriecolaPepsiNexttotryandrevitaliseitsdietorreducedsugarofferings.Theinitialfeedback
regardingPepsiNext,whichcontains60caloriesper12floz,showsthatthebeveragefailedtocapture
consumerslookingtomoveawayfromfullflavouredcolacarbonatesbutwhodislikedthetasteofdiet
drinks.
PRODUCTION
In2010,PepsiCocompleteditsacquisitionofPBG(PepsiBottlingCo)andPAS(PepsiAmericasInc).
Theacquisitionswereintendedtohelpcreateamorefullyintegratedsupplychainandgotomarket
businessmodel,toimprovetheeffectivenessandefficiencyofthedistributionofitsbrandsandto
enhancerevenuegrowth.ThenewventurewillaccountforapproximatelythreequartersofPepsis
bottlingsystembyvolume,withindependentfranchisersaccountingfortheremainder.Itwillallowthe
companytobemoreflexibleandmoveproductstoconsumersfaster.Itwillalsoallowittoofferamore
diverseproductrange,primarilyinthehealthandwellnessarena.Thecompanywillalsobeableto
http://www.portal.euromonitor.com/portal/analysis/relatedtab
2/4
2/19/2015
EuromonitorInternationalRelatedAnalysis
undertakejointmarketingventureswithitsproductsthataretypicallysoldtogether,suchassavoury
snacksandrefreshmentbeverages.
AsofDecember2013,PepsiCoAmericasBeverages(PABincludesallofPepsiCosNorth
AmericanandLatinAmericanbeveragebusinesses)ownsorleases80bottlingandproductionplants
andproductionprocessingfacilities.
COMPETITIVEPOSITIONING
PepsiCocontinuedtotrailbehindCocaColaandrankedsecondinbothcarbonatesandoverallsoft
drinkswithofftradevaluesharesof27%and12%,respectively,in2013.Thecompanyssharehas
beendecliningovertheyears,asconsumershavebecomemorefocusedonhealthandwellness
productsandmovedawayfromcarbonates.
Toappealtohealthconsciousconsumers,PepsiCohasinvestedinnewproductinnovationand
makingexistingproductshealthierinanattempttocaptureconsumerinterest.Stevia,anaturalplant
derivedsweetener,wasusedinitsSoBeLifeWaterproductsassoonasitwasapprovedbytheFDA.
Steviahasfewercaloriesthanregularsugarand,sinceitisplantbased,itstillallowsthecompanyto
marketitsproductasnatural,unlikeotherartificialsugarsubstitutes(egaspartameandsucralose).
Inlinewiththehealthandwellnesstrend,PepsiCosGatoradelaunchedPropelZeroin2011,azero
calorie,nutrientenhancedwaterwithvitaminsandantioxidantsinthefunctionalbottledwatercategory,
whereVitaminWater(CocaCola)hasbeentakentocourtformisleadingconsumerswithitsname.The
GatoradeCoLtdisownedbyPepsiCoandrankedfourthintermsofofftradevalueshare(5%)in
overallsoftdrinksin2013.PepsialsointroducedPepsiNextin2012,amidcaloriecolacarbonatethat
combinesablendofartificialsweetenersandhighfructosecornsyrupforacolathatcontains60%less
sugarthanfullflavouredPepsi.
PepsiCowantstomarketmorenaturalproducts.In2010,PepsiCoreformulateditsSierraMist
producttousecanesugarinsteadofhighfructosecornsyrupandcalledtheproductSierraMist
Natural.Thecompanyusedthetagline,thesodanaturewoulddrinkifnaturedranksoda.
InaFebruary2014earningscall,thecompanysCEOIndraNooyimentionedthatthecompanywill
introducenewnoncolabeveragessweetenedwithsteviaandsugarintheUSlaterin2014whilecola
productssweetenedwithsteviaandsugarwouldbetestedinothermarkets.
LikeitslargercompetitorTheCocaColaCo,PepsiCoIncdrawsvaluefromitsproductionand
distributioncapacitiesbypartneringwithcompetitorsthroughlicensingarrangements.Thecompany
distributestheleadingRTDteabrandLiptonthroughitsstakeinthePepsiLiptonTeaPartnership,and
in2008addedTazoRTDteasfromStarbuckstothatportfolio.In2009,LiptonintroducedRTD
SparklingGreenTea,creatingrenewedinterestinRTDteaasawhole,andin2011,thepartnership
launchedLipton100%NaturalIcedTea.Alsoin2008,thecompanyreachedanagreementtodistribute
RockstarEnergyDrinkandMuscleMilkthroughitsPepsiBottlersandPepsiBottlingGroup
relationships.ThesetypesofdealsallowPepsiCotogainentryquicklytocategorieswithgrowth
potential,inawaythatismoreimmediatelyprofitablethandevelopingbrandsonitsown.Throughthis
typeofagreement,PepsiCogainedthedistributionrightsforOrangeCrush,thefastestgrowingorange
carbonatesproductintheUS.
PepsiCousesnumerousplatformstomarketitsbeveragesincludingtelevision,print,eventmarketing
andsocialmedia.ThecompanyspendsheavilytoattractUSconsumers.Pepsisponsoredthe
February2014SuperBowlHalftimeShowfeaturingsingerBrunoMarsandthemusicgroupTheRed
HotChiliPeppers.PepsiwasalsoasponsorduringtheAugust2013VideoMusicAwards,theJanuary
2014GrammyMusicAwardsandtheFebruary2014AcademyAwardsbroadcast.Totargetyoung,
techsavvytrendsetters,thecompanypromotedseveralofitsbeveragesincludingBriskteaand
MountainDewattheMarch2014SouthbySouthwest(SXSW)interactivemusicandfilmfestival.
PepsiCotrailsCocaColainontradesalesofsoftdrinksbyawidemargin,owinginparttoitspast
historyasachainedfastfoodrestaurantoperator.ThecompanyownedtheKFC,TacoBellandPizza
Hutchainsuntiltheyweredivestedin1997.Inthepast,manyfoodserviceaccountsthereforewentto
CocaCola,ascompetitorsdidnotwanttohelpPepsiCosoverallbusinessbystockingitsdrinks.These
accountsareoftenlongtermdeals,andithasbeendifficultforPepsiCotoconvincefoodservice
operatorstoswitch.OnerelationshipithasdevelopedisthatwithStarbucks,and,in2008,itreachedan
http://www.portal.euromonitor.com/portal/analysis/relatedtab
3/4
2/19/2015
EuromonitorInternationalRelatedAnalysis
agreementtoexpandtheNakedJuicelineintoStarbucksbrandedoutlets.
InJanuary2014,TacoBelladdedsixPepsiCobeveragesDietMountainDewBajaBlast,Mountain
DewSangritaBlast,ManzanitaSol,BriskManoFiesta,BriskIcedTeaandLemonade,andSoBe
LifewaterYumberryPomegranate.
Summary3PepsiCoInc:CompetitivePosition2013
Producttype
Retailvalueshare
Rank
Carbonates
26.6%
Bottledwater
5.7%
Sportsandenergydrinks
1.1%
Juice
3.1%
Source:EuromonitorInternationalfromcompanyreports,companyresearch,tradepress,tradesources,tradeinterviews
EuromonitorInternational2015
http://www.portal.euromonitor.com/portal/analysis/relatedtab
4/4