Milestone Story for PepsiCo

PepsiCo is working toward a brighter future

By Jeida Mercado

Since its humble beginnings in 1898, PepsiCo has thrived within the beverage and food industry.
We have helped satisfy consumers junk food cravings, all the while providing tasty, thirst
quenching beverages. Originally created to relieve indigestion, PepsiCo has branched off into so
much more than it initially sought out to be.

Indra Nooyi, our CEO and business executive since 2006, has brought PepsiCo to the next higher
level, providing our consumers with a great variety of products and services. Over the years,
PepsiCo has come a long way in its recreation of the brand, making sure that the consumers
heath needs come first.

In 1997, we chose to spin off its Pizza Hut, KFC and Taco Bell restaurants for $4.5bn. We used
the proceeds of the sale to slash its $8.5bn debt mountain by more than half, a move that also
allowed the business to accelerate its share buyback strategy, giving it the financial flex to invest
in further business development.

We did not stop there. In 2000, we finalized a 3.3-billion-dollar deal with Tropicana, which
helped us gain a greater competitive edge in the market place. We also increased our visibility
with commercials featuring not only our fizzy drinks, but our refreshing, cold glasses of orange
juice and other flavored, healthy drinks. This appealed to our target market within all age groups,
satisfying customer needs and wants in all aspects. It allowed us to snatch more market share and
market opportunities from our archrival, the Coca-Cola Company.

To expand our customer based, we accomplished a 13.4-billion-dollar deal with Quaker Oats in
2000. Quaker Oats didnt just offer oatmeal; the deal came as a package with the electrolyte
raising drink brand, Gatorade. This was where PepsiCo began to touch base on its healthier
portfolio. This is where our athletic consumers came into play. Our sales increased due to our
celebrities endorsements, attracting the common eye to try out the nice refreshing drink from a
long days worth of exercise and turbulence. Gatorade branched off within itself creating
energetic powders, protein bars; the list goes on but is not limited to such. We also cant forget
our Diet Pepsi cans integration within the Super Bowl over the years gaining over millions and
millions of consumers to try our products if not already done so.

To push new boundaries, we decided to expand trades within Latin America in 2015. This
created about 4 billion dollars within business with select markets such as Mexico, Puerto Rico,
and Colombia.

To cater to the needs of our customers, we provide not only drinks and snacks, but restaurant
partnerships. We want all of our clientele to have a different piece of PepsiCo products that
benefit them the most. We broadcast a lot of our products through the Super Bowl commercials,
which also helps us gain a great deal of consumers. In addition, we utilize our communication
through YouTube, through social media, commercials, television appearances, and constant
communication and consumer engagement.
Milestone Story for PepsiCo

As a solid performing company, PepsiCo is working toward a brighter future.

Creative Brief

PepsiCo has evolved tremendously for many years and many more years to come. It all started
with Caleb Bradham in 1898. Now the brand has acquired and partnered with very well- known
brands you know today, such as Gatorade, Tropicana, Frito-Lay, and many more. There have
been difficulties when doing business with some trustworthy allies and some untrustworthy
allies, and we have undergone a lot of buyback strategies that sometimes go as planned and that
sometimes dont go as planned. Our brand continues to grow with others by our side, all thanks
to our consumers.

Nooyis hire and her progression within our business was a great milestone to mention, because
she has conducted a lot of business with other brands that have made us (and continue to make
us) a great deal of profit. She is not only recognized by us as a very valuable team player, but
shes praised by magazines and other media outlets as one of the most iconic and powerful
women known over the years. She came into PepsiCo urging to create healthier options, and now
a lot of our consumers love that PepsiCo can relate to their needs as well as wants. The function
within our story stems from the profit in which we gained from Nooyi and her asset to the
growth of our company and strategic direction.

Through this milestone story, we hope that the public can see that PepsiCo is an overall well-
respected brand. We try to cover all our grounds when making sure that our consumers are
satisfied, and we always try to improve within design, trade, and business. We like to keep things
as current as possible; we are always evolving.

We want to send a message to our consumers and our competitors that our brand is and will
always be the most top rated because of the value and input to which we give our consumers.
Were always accepting feedback and ideas to work on within our brand toward progressing
toward future products and profit. Our message is related to our brand, because within our
milestone we discussed the importance of partnership and how we have progressed due to such,
and how the partnerships we have made have grown a major following from our consumers due
to its popularity.

We discussed our IMC skills within the milestone and how we conducted our business and we
always make sure to prove a point that our consumers make our brand.

We think the best media outlets for this story would be the most influential women within the
industry type of magazines, and food and beverage magazines for recognition. We would of
course also display this on social media since that is one of the larger platforms as well as
continue to display this on television commercials, and possibly documentaries regarding our
brands toward some insight within the progression of our brand.
Milestone Story for PepsiCo

References

America, S. (2015 July 23). Starbucks and PepsiCo sign agreement to bring Starbucks ready-

to-drink beverages to Latin America. Starbucks newsroom. Retrieved form:

https://news.starbucks.com/news/starbucks-and-pepsico-agreement-for-rtd-beverages-in-

latin-america

Driver, L. (2016 October 14). How Indra Nooyi changed the face of PepsiCo. Worldfinance.com

Retrieved from: https://www.worldfinance.com/special-reports/how-indra-nooyi-

changed-the-face-of-pepsico

Schroeder, E. (2015, July 24). Starbucks, PepsiCo to bring R.-T.-D. coffee beverages to Latin

America. Retrieved December 3, 2017 from

http://www.foodbusinessnews.net/articles/news_home/Business_News/2015/07/

_PepsiCo_to_bring_RTD.aspx?ID=%7BEA79CF74-1283-472B-886E-

75F652DAA164%7D&cck=1

Sorkin, A. R. & Winter, G. (2000, December 4). PepsiCo said to acquire Quaker Oats for $13.4

billion in stock. Retrieved December 3, 2017 from

http://www.nytimes.com/2000/12/04/business/pepsico-said-to-acquire-quaker-oats-for-

13.4-billion-in-stock.html