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8/10/2019 Impact of Celebrity Endorsement of Pepsi
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A
Project Study Report
On
Impact of celebrity endorsement on Brand Equity of Pepsi
Submitted in partial fulfillment for the
Award of degree of
Master of Business Administration
Submitted By: 2011-2012 Submitted TO:
JAIDEV MEENA Jaya pareek
Year - 2nd year [IVthSem.] Nidhi Tak
POORNIMA SCHOOL OF MANAGEMENT
ISI-2, RIICO Institutional Area, Goner Road, Sitapura, Jaipur.
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CERTIFICATE
Poornima School of Management
This is to certify that Mr.JAIDEV MEENA student of MBA 4thsemester from Poornima
school of management, Jaipur had completed its project report on the topic of IMPACT
OF CELEBRITY ENDORSEMENT ON BRAND EQUITY OF PEPSI under the
supervision of Ms.Jaya Pareek,Mrs Nidhi Tak .faculty member DMS PGC.
To best of my knowledge report is original and has not been copied or submitted
anywhere else. It is an independent work done by him.
Dr. Vandana Sharma
Director, PSOM
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Declaration
Hereby I declare that the project report entitled IMPACT OF CELEBRITY
ENDORSEMENT ON BRAND EQUITY OF PEPSI submitted for the degree of MBA is
my original work and the project report has not formed the basis for the award of any
diploma, degree, associated ship, fellowship or similar other title. It has been not
submitted to any other university or institution for the award of any degree or diploma.
JAIDEV MEENA
MBA 2ndyear 4thsem
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Preface
Stars, who are known to shape destinies, cast an enormous influence. Were referring
to the powerful effect of celebrities on destinies of brands. One approving nod from a
famous face can translate into millions in brand sales. People love to live in dreams.
They worship celebrities. Celebrities may be sports stars like Sachin Tendulkar,
Mahindra Singh Dhoni,Roger Federer.Ronaldo and tiger woods or Film Stars like tom
cruise, bredd pitt, Salman Khan, John Abraham. They treat them as God. . Perhaps
thats why the world over, companies have been using stars to endorse everything, from
food to food chains, from soft and hard drinks to health drinks, from clothes and
accessories to cars. For this they rope in these celebrities and give them whoppingamount of money. They believe that by doing this they can associate their products with
their target customers. This is called celebrity endorsement. But do this celebrity
endorsement acts as a source of brand-building and have impact over the purchasing
behavior of customers in case of automobiles? For this I decided to conduct this vary
research and objectives of my research are:
To identify the influence of celebrity endorsement on consumer buying behavior.
To study celebrity endorsement as a source of brand- for pepsi
To find which type of celebrity persona is more effective.
Secondary data used for this study are article of different authors, experts articles on
this study, magazines, market survey of pepsi, interview with distributers and Internet.
The main key elements of this study are as marketing strategies, product endorsement,
celebrity endorsement, marketing mix and advertising. Brand equity, Brand image,
Celebrities,Product endorsement etc.
Conclusion of this study is that Whether Celebrity endorsement has a positive or a
negative impact on the brand is a debate that is open to interpretation. But till the time
the corporate world continues to foot fancy bills of celebrity endorsers and till
consumers continue to be in awe of the stars, the party is not likely to break up and this
help companies to earn more profit and increase brand equity.
http://www.emeraldinsight.com/search.htm?ct=jnl&st1=Brand+equity&fd1=kwd&mm1=all&PHPSESSID=3k47f44qq0fjug7qg24v7ssgr5http://www.emeraldinsight.com/search.htm?ct=jnl&st1=Brand+image&fd1=kwd&mm1=all&PHPSESSID=3k47f44qq0fjug7qg24v7ssgr5http://www.emeraldinsight.com/search.htm?ct=jnl&st1=Celebrtities&fd1=kwd&mm1=all&PHPSESSID=3k47f44qq0fjug7qg24v7ssgr5http://www.emeraldinsight.com/search.htm?ct=jnl&st1=Celebrtities&fd1=kwd&mm1=all&PHPSESSID=3k47f44qq0fjug7qg24v7ssgr5http://www.emeraldinsight.com/search.htm?ct=jnl&st1=Product+endorsement&fd1=kwd&mm1=all&PHPSESSID=3k47f44qq0fjug7qg24v7ssgr5http://www.emeraldinsight.com/search.htm?ct=jnl&st1=Product+endorsement&fd1=kwd&mm1=all&PHPSESSID=3k47f44qq0fjug7qg24v7ssgr5http://www.emeraldinsight.com/search.htm?ct=jnl&st1=Celebrtities&fd1=kwd&mm1=all&PHPSESSID=3k47f44qq0fjug7qg24v7ssgr5http://www.emeraldinsight.com/search.htm?ct=jnl&st1=Brand+image&fd1=kwd&mm1=all&PHPSESSID=3k47f44qq0fjug7qg24v7ssgr5http://www.emeraldinsight.com/search.htm?ct=jnl&st1=Brand+equity&fd1=kwd&mm1=all&PHPSESSID=3k47f44qq0fjug7qg24v7ssgr58/10/2019 Impact of Celebrity Endorsement of Pepsi
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Acknowledgement
I express my sincere thanks to my project guide, Ms.Jaya Pareek Mrs. Nidhi Tak
madam, faculty department of management studies, for guiding me right from the
inception till the completion of the project. I sincerely acknowledge them for extending
their valuable guidance, support for literature, critical reviews of project and above all
the moral support they had provided to me with all stages of this project.
I would also like to thanks Mr. R. K. Agarwal (advisor, PGC) and Mr. Abhayjeet Singh (Asst.
dean)of college DMS, PGC for their help and cooperation throughout our project,
JAIDEV MEENA
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EXECUTIVE SUMMARY:
The field of consumer behavior is the study of individuals, groups or organizations andthe processes they use to select, secure, use and dispose of product, services,
experiences, or ideas to satisfy needs and impacts that these processes have on the
consumer and society. And understanding the consumer behavior is the prime and
toughest task in front of every marketer. There are a lot of factors, which influence
consumer buyer behavior. This study aimed at to understand the influence of celebrity
endorsement on consumer buying behavior. Marketers pay millions of Dollars to
celebrity endorsee hoping that the stars will bring their magic to brand they endorse and
make them more appealing and successful. But all celebrity glitter is not gold.
Celebrity sources may enhance attitude change for a variety of reasons. They may
attract more attention to the advertisement than would non-celebrities or in many cases,
they may be viewed as more credible than non-celebrities. Third, consumers may
identify with or desire to emulate the celebrity. Finally, consumer may associate known
characteristics of the celebrity with attributes of the product that coincide with their own
needs or desire. The effectiveness of using a celebrity to endorse a firm's product cangenerally be improved by matching the image of the celebrity with the personality of the
product and the actual or desired serf concept of the target market.
What therefore seems relevant by the study is that, yes, definitely celebrity endorsee
influence consumer buying behavior and brand building but while using celebrity
endorsee, marketer has to take care of all the aspect that whether they brought
personality and image of celebrity matches or not, whether celebrity endorsee has deep
penetration among the masses or not, whether he is considered as credible source or
not etc.
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INDEX
S.NO CONTENT PAGE NO.
1. INTRODUCTION TO INDUSTRY 1-19
2. INTRODUCTION TO ORGANIZATION 20-50
3 REVIEW OF LITERATURE 51-75
4RESEARCH METHODOLOGY
76-79
4.1. Title of study 76
4.2. Duration of the project 76
4.3. Objective of the project 77
4.4. Type of research 77-78
4.5. Sample size , method of selecting sample 78
4.6. Scope of study 78
5 Analysis and interpretation 79
6 Facts and finding 81-95
7 Limitation of study
8 SWOT analysis 99-100
9 Conclusion 99-100
8. Recommendation/ suggestion 101
9. Appendix 102-103
10. Bibliography 104-106
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Introduction to the industry:
Background:
The industry began in mid 1900s with leading companies like Pepsi Co. and Coca
Cola controlling the beverage business sector with sweetened soft drinks and
carbonated soda water. American audiences attached excitement and convenience
to these popular drinks, and a variety of soft drink brands began to originate such as
Dr.Pepper, Sprite, etc. The beverage industry has undergone rapid expansion over
the last decade.
The only obstacle for these beverage companies was the high number of calories
and sugar levels their drinks contained; a drawback for health-conscious consumers.
A soft drink (also called pop, soda, coke, soda pop, fizzy drink, or carbonated
beverage) is a non-alcoholic beverage that typically contains carbonated water, a
sweetening agent,and aflavoring agent.The sweetening agent may besugar,high-
fructose corn syrup,or asugar substitute (in the case of diet drinks). A soft drink may
also containcaffeine orjuice. Productssuch asenergy drinks,Kool-Aid,andpure juice
are not considered to be soft drinks. Other beverages not considered to be soft drinks
arehot chocolate,hot,tea,coffee,milk,milkshakes,andschooled.
Small amounts ofalcohol may be present in a soft drink, but thealcohol content must
be less than 0.5% of the total volume. If the drink is to be considered non-alcoholic.
Widely sold soft drink flavors are cola,lemon-lime,root beer,orange,grape,vanilla,
ginger ale, fruit punch, sparkling lemonade, squash, and water. Soft drinks may be
served chilled or at room temperature. They are rarely heated.
The first marketed soft drinks (non-carbonated) in theWestern world appeared in the
17th century. They were made from water and lemon juice sweetened with honey. In
1676, the Companies des Lemonades of Paris was granted a monopoly for the sale
of lemonade soft drinks. Vendors carried tanks of lemonade on their backs and
dispensed cups of the soft drink to thirsty Parisians.
http://en.wikipedia.org/wiki/Non-alcoholic_beveragehttp://en.wikipedia.org/wiki/Carbonated_waterhttp://en.wikipedia.org/wiki/Sweetnesshttp://en.wikipedia.org/wiki/Flavorhttp://en.wikipedia.org/wiki/Sugarhttp://en.wikipedia.org/wiki/High-fructose_corn_syruphttp://en.wikipedia.org/wiki/High-fructose_corn_syruphttp://en.wikipedia.org/wiki/Sugar_substitutehttp://en.wikipedia.org/wiki/Caffeinehttp://en.wikipedia.org/wiki/Energy_drinkhttp://en.wikipedia.org/wiki/Kool-Aidhttp://en.wikipedia.org/wiki/Juicehttp://en.wikipedia.org/wiki/Hot_chocolatehttp://en.wikipedia.org/wiki/Teahttp://en.wikipedia.org/wiki/Coffeehttp://en.wikipedia.org/wiki/Milkhttp://en.wikipedia.org/wiki/Milkshakehttp://en.wikipedia.org/wiki/Schorlehttp://en.wikipedia.org/wiki/Ethanolhttp://en.wikipedia.org/wiki/Alcohol_by_volumehttp://en.wikipedia.org/wiki/Colahttp://en.wikipedia.org/wiki/Lemon-limehttp://en.wikipedia.org/wiki/Root_beerhttp://en.wikipedia.org/wiki/Orange_soft_drinkhttp://en.wikipedia.org/wiki/Grape_sodahttp://en.wikipedia.org/wiki/Cream_sodahttp://en.wikipedia.org/wiki/Ginger_alehttp://en.wikipedia.org/wiki/Fruit_punchhttp://en.wikipedia.org/wiki/Lemonadehttp://en.wikipedia.org/wiki/Squash_%28drink%29http://en.wikipedia.org/wiki/Western_worldhttp://en.wikipedia.org/wiki/Western_worldhttp://en.wikipedia.org/wiki/Squash_%28drink%29http://en.wikipedia.org/wiki/Lemonadehttp://en.wikipedia.org/wiki/Fruit_punchhttp://en.wikipedia.org/wiki/Ginger_alehttp://en.wikipedia.org/wiki/Cream_sodahttp://en.wikipedia.org/wiki/Grape_sodahttp://en.wikipedia.org/wiki/Orange_soft_drinkhttp://en.wikipedia.org/wiki/Root_beerhttp://en.wikipedia.org/wiki/Lemon-limehttp://en.wikipedia.org/wiki/Colahttp://en.wikipedia.org/wiki/Alcohol_by_volumehttp://en.wikipedia.org/wiki/Ethanolhttp://en.wikipedia.org/wiki/Schorlehttp://en.wikipedia.org/wiki/Milkshakehttp://en.wikipedia.org/wiki/Milkhttp://en.wikipedia.org/wiki/Coffeehttp://en.wikipedia.org/wiki/Teahttp://en.wikipedia.org/wiki/Hot_chocolatehttp://en.wikipedia.org/wiki/Juicehttp://en.wikipedia.org/wiki/Kool-Aidhttp://en.wikipedia.org/wiki/Energy_drinkhttp://en.wikipedia.org/wiki/Caffeinehttp://en.wikipedia.org/wiki/Sugar_substitutehttp://en.wikipedia.org/wiki/High-fructose_corn_syruphttp://en.wikipedia.org/wiki/High-fructose_corn_syruphttp://en.wikipedia.org/wiki/Sugarhttp://en.wikipedia.org/wiki/Flavorhttp://en.wikipedia.org/wiki/Sweetnesshttp://en.wikipedia.org/wiki/Carbonated_waterhttp://en.wikipedia.org/wiki/Non-alcoholic_beverage8/10/2019 Impact of Celebrity Endorsement of Pepsi
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market capitalization of US $130 billion. Pepsi sales stood at US $36 billion but this
also includes snacks and other foods.
Some analysts view the definition of soft drinks incomplete and wish to add ready to
drinks also, to this industry. If they are added as well, these would add another 1.3
billion servings to 50 billion servings for these drinks.
Industry Definitions:
Fizzy drinks: drinks injected with carbon dioxide at high pressure are called Fizzy
drinks.
Floats: soft drink with scoops of ice-cream
Soda: another term for soft drink
Pop: another U.S. term for soft drinks
Coke: a derivative and brand name of Coca-Cola, often used as a label for soft drinks
in general.
Market Metrics:
Soft drink market size for FY00 was around 270mn cases (6480mn bottles). The
market witnessed 5- 6% growth in the early90s. Presently the market growth has
growth rate of 7- 8% per annum compared to 22% growth rate in the previous year.
The market size for FY01 is expected to be 7000mn bottles.
Soft Drink Production area
The market preference is highly regional based. While cola drinks have main markets
in metro cities and northern states of UP, Punjab, Haryana etc. Orange flavoreddrinks are popular in southern states. Sodas too are sold largely in southern states
besides sale through bars. Western markets have preference towards mango
flavored drinks. Diet coke presently constitutes just 0.7% of the total carbonated
beverage market.
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Growth promotional activities
The government has adopted liberalized policies for the soft drink trade to give the
industry a boast and promote the Indian brands internationally. Although the import
and manufacture of international brands like Pepsi and Coke is enhanced in India the
local brands are being stabilized by advertisements, good quality and low cost.
U.S. Market
The U.S. is closely linked with soft drinks with Coca Cola being an American in much
of the world. About 500 soft drinks companies operate in the U.S. Annual sales of
refreshments total approximately US $88 billion, of which three quarters are soft drinksales. There are about 500 soft drink bottlers in the United States.
Soft drink companies manufacture and sell beverage syrups which are essentially
bases to bottling operators that then add sweeteners and/or carbonated water to
produce the final product. Independent bottlers work under license with various soft
drink manufacturers and are generally allotted specific territories to serve.
Manufacturers not only provide the bottlers with syrups and bases, but also often
provide other business services such as product quality control, marketing,
advertising, and engineering as well as financial and personnel training.
In return, the bottlers furnish the required capital investment for land, buildings,
machinery, equipment, trucks, bottles and cases. As noted previously, the soft drink
industry distributes and sells its product in two primary forms: packaged and fountain
service. In fountain service, the soft drink product is dispensed and served in cups in
restaurant or other retail oriented location with a food service station.
Coke, Pepsi and Cadbury Schweppes control over 91% of the U.S. market share.
They employ about 63,000 people in the U.S.
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World Market:
Global sales of soft drinks exceed 327 billion liters and are valued at more than US
$393 billion annually. North America, Europe and Japan are the most mature markets
for global soft drinks. Coco Cola and PepsiCo Inc have significant control over the
global soft drinks market and both have similar business organizations and
processes worldwide. The industry includes other than the soft drink manufactures
themselves, the bottlers and various raw material suppliers. Suppliers of cans, plastic
and glass bottles are included in this category.
Globally, the soft drinks majors continue to face challenges. One key global trend is a
move away to healthier drinks, which may put some pressure on yearly growth in
sales of soft drinks. The push to diet beverages have been well covered by the major
producers with sales of diet Coke and diet Pepsi still strong. A recent trend is the
rise in popularity of sports drinks. Bottled water has also experienced very strong
growth. Finally the quality of water used in the manufacture of soft drinks poses
serious issues for the industry. Major players are working on the issue as water
scarcity becomes a global issue.
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Industry Players:
The Coca-Cola Company
Coca Cola is the number one brand globally and has been for over 40 years It is sold
in virtually every country of the world. The successful expansion that began in World
War II has continued unabated up to this date. Now, the company has more than 400
brands in its portfolio. Tab, produced in 1963 was one of the companys landmark
marketing successes.
PepsiCo Inc.
Pepsi-Cola was created in 1898 in New Bern, North Carolina, by druggist Caleb D.Brad ham. PepsiCo Inc. holds about one-third of the U.S. market and is the second
largest soft drink major in the world. It owns Frito-Lay snacks and other businesses.
Pepsi soft drinks include brands such as Pepsi, Diet Pepsi, Slice, Mountain Dew and
Mug Root Beer.
Cadbury Schweppes
Cadbury Schweppes PLC is the number three global soft drink producer. Theportfolio includes Squirt, La Casera, TriNa, Spring Valley, and Wave. It has cornered
more then 17% of the world market. Total sales exceed US $12.9 billion.
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Trends and Recent Developments
Private labels are becoming more prominent. Private Labels are brands owned by
stores and retailed through them. These private label manufacturers are retailing their
brands very aggressively these days. Although, lowering of prices is an open option
for the soft drink majors, it reduces their profits. Private labelers offer heavier
discounts and sales are increasing.
In 2007, a new issue is the lack of recycling of plastic bottled water containers.
Although the trend to bottled water is high, environmentalists point out many of these
are simply filtered tap water and that the discarded bottles are causing environmental
damage. The fallout among consumers is unclear at mid-point 2007.
After nearly a year of deliberation, Cadbury has finally announced a date for the de-
merger of its US soft drinks arm, American Beverages. Although it appears to make
sense to separate this group from the company's confectionery operations, the
separation could leave Cadbury vulnerable to a takeover, which its turnaround plan
may be unable to prevent.
The de-merger, which was first announced as a possibility back in March 2007, will
now take place in May and will see the creation of Dr Pepper Snapple Group as a
separate entity with a listing on the New York Stock Exchange and its own
management team. The confectionery arm is to be renamed Cadbury plc and will be
listed in London.
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Carbonated drinks:
Soft drinks displayed onsupermarket shelves.
In late 18th century, scientists made important progress in replicating naturally
carbonated mineral waters.In 1767, Englishman Joseph Priestley first discovered a
method of infusing water with carbon dioxide to make carbonated water which has
3.4 mg in the drink when he suspended a bowl of distilled water above a beer vat at
a local brewery inLeeds,England.
His invention of carbonated water, (also known as soda water), is the major and
defining component of most soft drinks. Priestley found water thus treated had a
pleasant taste, and he offered it to friends as a refreshing drink. In 1772, Priestley
published a paper entitled Impregnating Water with Fixed Air in which he describes
dripping oil of vitriol (orsulfuric acid as it is now called) ontochalk to produce carbon
dioxide gas, and encouraging the gas to dissolve into an agitated bowl of water.
Another Englishman, John Mervin Nooth, improved Priestley's design and sold his
apparatus for commercial use in pharmacies. Swedish chemist Torbern Bergman
invented a generating apparatus that made carbonated water from chalk by the useof sulfuric acid. Bergman's apparatus allowed imitation mineral water to be produced
in large amounts. Swedish chemist Jns Jacob Berzelius started to add flavors
(spices, juices and wine) to carbonated water in the late 18th century.
http://en.wikipedia.org/wiki/Supermarkethttp://en.wikipedia.org/wiki/Mineral_waterhttp://en.wikipedia.org/wiki/Joseph_Priestleyhttp://en.wikipedia.org/wiki/Carbon_dioxidehttp://en.wikipedia.org/wiki/Carbonated_waterhttp://en.wikipedia.org/wiki/Leedshttp://en.wikipedia.org/wiki/Soda_waterhttp://en.wikipedia.org/wiki/Sulfuric_acidhttp://en.wikipedia.org/wiki/Chalkhttp://en.wikipedia.org/wiki/Torbern_Bergmanhttp://en.wikipedia.org/wiki/J%C3%B6ns_Jacob_Berzeliushttp://en.wikipedia.org/wiki/File:Soft_drink_shelf.JPGhttp://en.wikipedia.org/wiki/J%C3%B6ns_Jacob_Berzeliushttp://en.wikipedia.org/wiki/Torbern_Bergmanhttp://en.wikipedia.org/wiki/Chalkhttp://en.wikipedia.org/wiki/Sulfuric_acidhttp://en.wikipedia.org/wiki/Soda_waterhttp://en.wikipedia.org/wiki/Leedshttp://en.wikipedia.org/wiki/Carbonated_waterhttp://en.wikipedia.org/wiki/Carbon_dioxidehttp://en.wikipedia.org/wiki/Joseph_Priestleyhttp://en.wikipedia.org/wiki/Mineral_waterhttp://en.wikipedia.org/wiki/Supermarket8/10/2019 Impact of Celebrity Endorsement of Pepsi
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Soft drink bottling industry
Over 1,500 U.S. patents were filed for either a cork, cap, or lid for the carbonated
drinkbottle tops during the early days of the bottling industry. Carbonated drink
bottles are under great pressure from the gas. Inventors were trying to find the best
way to prevent the carbon dioxide or bubbles from escaping. In 1892, the "Crown
Cork Bottle Seal"was patented byWilliam Painter,a Baltimore, Maryland machine
shop operator. It was the first very successful method of keeping the bubbles in the
bottle.
Production:
Soft drink production
Soft drinks are made by mixing dry ingredients and/or fresh ingredients (e.g. lemons,
oranges, etc.) with water. Production of soft drinks can be done at factories, or at
home.
Soft drinks can be made at home by mixing either a syrup or dry ingredients with
carbonated water. Carbonated water is made using ahome carbonation system or by
dropping dry ice into water. Syrups are commercially sold by companies such as
Soda-Club.
Ingredient quality:
Of most importance is that the ingredient meets the agreed specification on all major
parameters. This is not only the functional parameter, i.e. the level of the major
constituent, but the level of impurities, the microbiological status and physical
parameters such as color, particle size, etc.
http://en.wikipedia.org/wiki/Bottle_tophttp://en.wikipedia.org/wiki/Bottlehttp://en.wikipedia.org/wiki/Crown_corkhttp://en.wikipedia.org/wiki/Crown_corkhttp://en.wikipedia.org/wiki/William_Painterhttp://en.wikipedia.org/wiki/Syruphttp://en.wikipedia.org/wiki/Home_carbonation_systemhttp://en.wikipedia.org/wiki/Soda-Clubhttp://en.wikipedia.org/wiki/Soda-Clubhttp://en.wikipedia.org/wiki/Home_carbonation_systemhttp://en.wikipedia.org/wiki/Syruphttp://en.wikipedia.org/wiki/William_Painterhttp://en.wikipedia.org/wiki/Crown_corkhttp://en.wikipedia.org/wiki/Crown_corkhttp://en.wikipedia.org/wiki/Bottlehttp://en.wikipedia.org/wiki/Bottle_top8/10/2019 Impact of Celebrity Endorsement of Pepsi
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Soft drink packaging :
USsoftdrinkcontainersin2008.
8, 12, 20, 24 oz and 2L sizes are shown in a can and in glass and plastic bottles.
In the United States, soft drinks are sold in a large number of different sizes including
500 mL (16.9 U.S. floz), 1 liter, 1.5L,2 liter,3L, and in 8, 12, 14, 16, 20 and 24 U.S.
fluid ounce plastic bottles, 12 U.S. fluid ounce cans, and short eight-ounce cans.
Some Coca-Cola products can be purchased in 8 and 12 U.S. fluid ounce glass
bottles. Jones Soda and Orange Crush are sold in 16 U.S. fluid ounce (1 U.S. pint)
glass bottles.
Cans are packaged in a variety of quantities such as six packs, 12 packs and cases
of 24, and 36. With the advent ofenergy drinks sold in eight-fluid-ounce cans in the
U.S., some soft drinks are now sold in similarly sized cans. It is also common for
carbonated soft drinks to be served asfountain drinks in which carbonation is added
to a concentrate immediately prior to serving. Containers have deposits in a few
states.
In Europe, soft drinks are typically sold in 2, 1.5, 1-liter, 500 mL plastic or 330 mL
glass bottles; aluminum cans are traditionally sized in 330 mL, although 250 mL slim
cans have become popular since the introduction of canned energy drinks and 355
http://en.wikipedia.org/wiki/Two-liter_bottlehttp://en.wikipedia.org/wiki/Two-liter_bottlehttp://en.wikipedia.org/wiki/Beverage_canhttp://en.wikipedia.org/wiki/Jones_Sodahttp://en.wikipedia.org/wiki/Energy_drinkshttp://en.wikipedia.org/wiki/Fountain_drinkhttp://en.wikipedia.org/wiki/Energy_drinkhttp://en.wikipedia.org/wiki/File:Coke_003.jpghttp://en.wikipedia.org/wiki/Energy_drinkhttp://en.wikipedia.org/wiki/Fountain_drinkhttp://en.wikipedia.org/wiki/Energy_drinkshttp://en.wikipedia.org/wiki/Jones_Sodahttp://en.wikipedia.org/wiki/Beverage_canhttp://en.wikipedia.org/wiki/Two-liter_bottle8/10/2019 Impact of Celebrity Endorsement of Pepsi
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Producers:
In every area of the world there are major carbonated beverage producers, however
a few major North American companies are present in most of the countries of the
world, such asPepsi andCoca Cola.
Producers by region : North America
Pepsi co.
Coca Cola
RC Cola
South America
Ajegroup:(Peruvian origin, operates in 14 countries, now headquartered in Mexico),
producers ofBig Cola,Cielo (mineral water), Cifrut (fruit juice), Free Tea, Free World
Light (referred to locally as Free Light), Kola Real, Oro, Pulp (nectar), Sporade
(sports drink)andVolt (energy drink)
AmBev: (Brazil, operates in 14 countries, owned by Anheuser-Busch InBev), the
largest bottler of Pepsi Cola products outside the United States, also produces
Guarana Antarctica,Soda Limonada, Sukita, H2OH! and Guara!
Corporacin Jos R. Lindley S.A.: (Peru), producers of Aquarius (flavored water),
Burn (energy drink), Coca-Cola, Crush, Fanta, Frugos (nectar), Inca Kola, Kola
Inglesa,Powerade (energy drink),San Luis (mineral water) andSprite
Embotelladora Don Jorge S.A.C.: (Peru), producers of Agua Vida (mineral water),
Click(fruit drink),Isaac Kola andPer Cola
Embotelladora Latinoamericana S.A. (ELSA): (Colombia), producers of Cyro,
Liv(mineral water),RC Cola andShip Pepsico Inc Sucursal Del Peru: (Peru), producers of Pepsi Cola,Seven Up, Triple
Kola,Concordia,San Carlos (mineral water), Evervess,Gatorade (sports drink)and
Adrenalina Rush (energy drink)
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Europe
. Perrier
East Asia
Ramune
Australia
Bundaberg
As consumers became more health educated and aware of their nutritional intake,
large beverage companies acted quickly with the creation of the diet, no-calorie
soda in 1959 (Bells). The diet, or light soft drinks kept American audiences content
for a number of years because they offered what was thought to be a healthier
alternative to soft drinks with the same great taste. More recently, however,
consumers have become aware that even these diet drinks contain unnatural and
unhealthy nutritional
ingredients.For the last decade, industry leaders have been forced to switch their focus from
sweetened soft drinks and calorie-free diet drinks to healthier, natural beverages. Health
conscious consumers have lost interest in beverages with unnatural ingredients and
have begun focusing on beverages that offer more than just hydration.
The latest trend in the beverage market is functional, healthy drinks. Industry leaders
haveintroduced vitamin-enhanced waters, sports beverages, energy drinks, and
functional beverages.
All of these beverages offer healthy alternatives to soft drinks, with the added bonus of
incorporating specificingredients targeted for different functions. Energy drinks have
high levels of caffeine and Vitamin C tokeep consumers alert and awake, while offering
different varieties such as caffeine-free and zero-sugaradded. Vitamin-enhanced waters
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give consumers the same hydration as water, with added vitamins.Sports drinks and
functional beverages both work similarly to the vitamin waters, with particularvitamins,
antioxidants and other ingredients specified for athletics and other functions.
A relatively new functional beverage company is Function Drinks, located in Redondo
Beach, California. Function distributes their products through MD Drinks, Inc. The
company began in 2004,with an orthopedic surgeon Dr. Alex Hughes, a graduate from
UCLA Medical School.
While in school, Hughes realized that many of the powerful, all-natural ingredients used
to treat patients in medical facilities were available to the public, yet not widely
recognized or known-about. Soon after his epiphany, Hughes began working on a
company that would incorporate these ingredients into beverages that could be
available to the public. The company instantly gained a strong following of people, full
ofactive and health-conscious consumers. Function Drinks offers a line of eight
beverages, each with a unique function and flavor.
The line includes: Urban Detox, Shock Sports, Braniac, Alternative Energy, Night Life,
Vacation and Light Weight. The strongest seller is Urban Detox, which comes in Prickly
Pear or Goji Berry flavors, incorporates a combination of prickly pear extract and the
smog-scrubbing super-antioxidant N-Acetyl Cesteine in order to support healthy
lungs and sinuses in the face of particulate airborne pollution. These same ingredients
support the livers efforts in combating hangovers as well (Functiondrinks.com).
Another prominent seller is Light Weight, available in Blueberry Raspberry, Pink
Grapefruit, and Acai Pomegranate.
This specific drink functions to speed up the bodys natural metabolism, with
ingredients Polygonum Cusidatum and EGCG from green tea specified to support the
bodys natural calorie burning engine (Functiondrinks.com)
As this beverages market increases, the competition among industry producers will also
rise. Industry leaders have grown to their market and size because of their unique
products and aggressive marketing skills. They have successfully achieved brand
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Tropicana UK (PepsiCo) Nestle Waters
The UK's Top 10 Soft Drinks by take-home sales value in 2009
Coca-Cola Red Bull
Lucozade (GlaxoSmithKline) Ribena (Glaxo SmithKline)
Robinsons (Britvic) Schweppes (Coca-Cola)
Pepsi (Britvic) Actimel (Danone)
Tropicana (PepsiCo) Volvic (Danone)
Source: Britvic/Nielsen ScanTrack
Britvic's 2010 report on the UK Soft Drinks market
Other Non-Alcoholic Beverage Companies & Brands Profiled in Adbrands
Unilever Starbucks
Ocean Spray Tchibo
Britvic Soft Drinks Glaxo SmithKline
Nescafe Sunny Delight
Procter & Gamble Innocent Drinks
Lipton Folgers
Nestea Cott Corp
Fanta Japan Tobacco
AmBev
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The soft drink industry is so profitable
An industry analysis through Porters Five Forces reveals that market forces are
favorable for profitability. Defining the industry Both concentrate producers (CP) and
bottlers are profitable. These two parts of the Industries are extremely interdependent,
sharing costs in procurement, production, marketing and distribution. Many of their
functions overlap; for instance, CPs do some bottling, and bottlers conduct many
promotional activities. The industry is already vertically integrated to some extent. They
also deal with similar suppliers and buyers. Entry into the industry would involve
developing operations in either or both disciplines. Beverage substitutes would threaten
both CPs and their associated bottlers. Because of operational overlap and similarities
in their market environment, we can include both CPs and bottlers in our definition of
the soft drink industry. In 1993, CPs earned 29% pretax profits on their sales, while
bottlers earned 9% profits on their sales, for a total industry profitability of 14% .
This industry as a whole generates positive economic profits
Rivalry:
Revenues are extremely concentrated in this industry, with Coke and Pepsi, together
with their associated bottlers, commanding 73% of the case market in 1994. Adding in
the next tier of soft drink companies, the top six controlled 89% of the market. In fact,one could characterize the soft drink market as an oligopoly, or even a duopoly between
Coke and Pepsi, resulting in positive economic profits. To be sure, there was tough
competition between Coke and Pepsi for market share, and this occasionally hampered
profitability.
For example, price wars resulted in weak brand loyalty and eroded margins for both
companies in the 1980s. The Pepsi Challenge, meanwhile, affected market share
without hampering per case profitability, as Pepsi was able to compete on attributes
other than price.
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Substitutes:
Through the early 1960s, soft drinks were synonymous with colas in the mind of
consumers. Over time, however, other beverages, from bottled water to teas, becamemore popular, especially in the 1980s and 1990s. Coke and Pepsi responded by
expanding their offerings, through alliances (e.g. Coke and Nestea), acquisitions (e.g.
Coke and Minute Maid), and internal product innovation (e.g. Pepsi creating Orange
Slice), capturing the value of increasingly popular substitutes internally.
Proliferation in the number of brands did threaten the profitability of bottlers through
1986, as they more frequent line set-ups, increased capital investment, and
development of special management skills for more complex manufacturing operations
and distribution. Bottlers were able to overcome these operational challenges through
consolidation to achieve economies of scale. Overall, because of the CPs efforts in
diversification, however, substitutes became less of a threat.
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2 Introduction to the organization :
PepsiCo
Type Public
IndustryFood
Beverages
Founded
Delaware - June 8, 1965
reincorporated inNorth Carolina
1986
Founder(s)Donald M. Kendall
Herman W. Lay
Headquarters Purchase,Harrison,New York
Area served Worldwide
Key peopleIndra Nooyi
(Chairperson andCEO)
Products
Pepsi
Diet Pepsi
Mountain Dew
Aquafina
Sierra MistLipton Teas
7up (outside the U.S.)
Mirinda
Tropicana Products
Naked Juice
Gatorade
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Quaker Oats Company
Lay's
Doritos
Cheetos
Walkers snack foods
Fritos
Tostitos
Revenue US$ 57.838 billion (2010)
Operating
incomeUS$ 8.332 billion (2010)[2]
Net income US$ 6.338 billion (2010)
Total assets US$ 68.153 billion (2010)[2]
Total equity US$ 21.476 billion (2010)[2]
Employees 294,000 (2010)
Divisions
PepsiCo Americas Foods;
PepsiCo Americas Beverages;
PepsiCo Europe; PepsiCo Asia,
Middle East & Africa
Traded asNYSE:PEP
S&P 500 Component
Website PepsiCo.com
PepsiCo, Incorporated (NYSE:PEP)is aFortune 500,Americanglobal corporation
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Pepsi - Yeh Hai Youngistan Meri Jaan
Brand History
Pepsi is a hundred year old brand loved by over 200 million people worldwide. The
largest single selling soft drink brand in India is the ubiquitous'socialiser'at every
occasion.
Youngistaan loves it. 200 million people worldwide love it. But what has made
Pepsi the single largest selling soft drink brand in India is actually a formula
concocted a century ago in a far away continent.
1886, United States of America. Caleb Bradman, the man with a plan, got on to
formulate a blockbuster digestive drink and decided to call it Brads drink. It was
this doctors potion that was to become Pepsi Cola in 1898, and eventually,
Pepsi in 1903.
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Pepsi has always played on the front foot and since its inception has come out
with revolutionary concepts like Diet, 2L bottles, recyclable plastic cola bottles
and the enviable My Can.
Brand Advantage
Pepsi has become a friend to the youth and has led many youth cultures.
Youngsters over the generations have grown up with Pepsi and share an
emotional connect with it, unlike any other cola brand. Be it parties, hangouts, or
just another day at home, a day is never complete without the fizz of Pepsi!
Pepsi, Cricket and Bollywood have been joined at the hip since the beginning.
Shah Rukh Khan, Sachin Tendulkar, Saif Ali Khan, Amitabh Bachchan, Kareena
Kapoor, Priyanka Chopra, Virender Sehwag, M. S. Dhoni, John Abraham, Ranbir
Kapoor and Deepika Padukone are a few celebrities who will go any length for a
chilled Pepsi.
The Pepsi My Can is undoubtedly the most popular cola pack of all times. It is
not just a pack but a style statement for todays youth.
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PepsiCo is a world leader in convenient snacks, foods and beverages.
1. Solid Philosophy, Solid Company
Creating a Better Tomorrow for Future Generations
2.
Our Mission and Vision
At PepsiCo, we believe being a responsible corporate citizen is not only the right
thing to do, but the right thing to do for our business.
3.
PepsiCo Values & Philosophy
Our Values & Philosophy are a reflection of the socially and environmentallyresponsible company we aspire to be. They are the foundation for everybusiness decision we make.
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4.
Corporate Governance
PepsiCo has adopted strict corporate standards that govern our operations andensures accountability for our actions. Learn more about the processes andpolicies guiding our business.
World-Class, Muscular Brands
PepsiCo is home to hundreds of brands around the globe. Listed here are some of ourmost recognized.More
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Our Leadership
PepsiCo is a company full of strong, talented individuals starting with the company leadership.Get to know the inspiring people helping lead PepsiCo on its 'Performance with Purpose'
journey.
1. 3
I ndra K. Noo Massimo d'Amore
Chairman and CEO, PepsiCo CEO, PepsiCo Beverages Americas
2. 4
John Compton Eric Foss
CEO, PepsiCo Americas Foods CEO, Pepsi Beverages Company
5 6
Zein Abdalla Saad Abdul-Latif
CEO, PepsiCo Europe CEO, PepsiCo Asia, Middle East, Africa
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PepsiCo, Incorporated (NYSE:PEP) is a Fortune 500, American global corporation
headquartered in Purchase, Harrison, New York, with interests in the manufacturing,
marketing and distribution ofgrain-based snack foods, beverages, and other products.
PepsiCo was formed in 1965 with the merger of thePepsi-Cola Company andFrito-Lay,
Inc. PepsiCo has since expanded from its namesake productPepsi to a broader range
of food and beverage brands, the largest of which include an acquisition ofTropicana in
1998 and a merger withQuaker Oats in 2001 - which added theGatorade brand to its
portfolio as well.
As of 2009, 19 of PepsiCo's product lines generated retail sales of more than $1 billion
each,[4]and the companys products were distributed across more than 200 countries,
resulting in annualnet revenues of $43.3 billion. Based on net revenue, PepsiCo is the
second largest food & beverage business in the world.[5]Within North America, PepsiCo
is ranked (by net revenue) as the largest food and beverage business.
Indra Krishnamurthy Nooyi has been the chief executive of PepsiCo since 2006, and the
company employed approximately 285,000 people worldwide as of 2010.
[6]
Thecompanys beverage distribution and bottling is conducted by PepsiCo as well as by
licensed bottlers in certain regions.[7]PepsiCo is aSIC 2080 (beverage) company.
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History:
Origins
The recipe for Pepsi, the soft drink, was first developed in the 1890s by a New Bern,
North Carolina pharmacist and industrialist,Caleb Bradham,who named it "Pepsi-Cola"
in 1898. As the cola developed in popularity, he created the Pepsi-Cola Company in
1902 and registered a patent for his recipe in 1903. The Pepsi-Cola Company was first
incorporated in the state of Delaware in 1919. Ownership of this company traded hands
several times throughout the 1920s and 1930s, and in the early 1960s its product line
expanded with the creation ofDiet Pepsi andMountain Dew.
Separately, the Frito Company and H.W. Lay & Company - two American potato and
corn chip snack manufacturers - began working together in 1945 with a licensing
agreement allowing H.W. Lay to distributeFritos in the Southeastern United States. The
companies merged to become Frito-Lay, Inc. in 1961. In 1965, the Pepsi-Cola Company
merged with Frito-Lay, Inc. to become PepsiCo, Inc., the company it is known as at
present. At the time of its foundation, PepsiCo was incorporated in the state of
Delaware and headquartered inManhattan, New York.The company's headquarters
were relocated to its still-current location ofPurchase,New York in 1970, and in 1986
PepsiCo was reincorporated in the state ofNorth Carolina.
Acquisitions and divestments:
Between the late-1970s and the mid-1990s, PepsiCo expanded via acquisition of
businesses outside of its core focus of packaged food and beverage brands; however it
exited these non-core business lines largely in 1997, selling some, and spinning off
others into a new company named Tricon Global Restaurants, which later became
known asYum! Brands, Inc..PepsiCo also previously owned several other brands that
it later sold, in order to allow it to return focus to its primary snack food and beverage
lines, according to investment analysts reporting on the divestments in 1997. Brands
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formerly (no longer) owned by PepsiCo include:Pizza Hut,Taco Bell,KFC,Hot 'n Now,
East Side Mario's, D'Angelo Sandwich Shops, Chevys Fresh Mex, California Pizza
Kitchen, Stolichnaya (via licensed agreement), Wilson Sporting Goods and North
American Van Lines.
The divestments concluding in 2007 were followed by multiple large-scale acquisitions,
as PepsiCo began to extend its operations beyond soft drinks and snack foods into
other lines of foods and beverages. PepsiCo purchased the orange juice company
Tropicana Products in 1998, and merged withQuaker Oats Company in 2001, adding
with it the Gatorade sports drink line and other Quaker Oats brands such as Chewy
Granola Bars andAunt Jemima,among others.
In August 2009, PepsiCo made a $7 billion offer to acquire the two largest bottlers of its
products in North America: Pepsi Bottling Group and PepsiAmericas. In 2010 this
acquisition was completed, resulting in the formation of a newwholly owned subsidiary
of PepsiCo, Pepsi Beverages Company. Also in late 2010, the company made its
largest international acquisition when it purchased a majority stake in Wimm-Bill-Dann
Foods - a Russian food company which produces milk, yogurt, fruit juices and dairy
products.
Competition:
The Coca-Cola Company has historically been considered PepsiCos primary
competitor in the beverage market, and in December 2005, PepsiCo surpassed The
Coca-Cola Company in market value for the first time in 112 years since both
companies began to compete. In 2009, the Coca-Cola Company held a higher market
share in carbonated soft drink sales within the U.S. In the same year, PepsiCo
maintained a higher share of the U.S. refreshment beverage market, however, reflectingthe differences in product lines between the two companies. As a result of mergers,
acquisitions and partnerships pursued by PepsiCo in the 1990s and 2000s, its business
has shifted to include a broader product base, including foods, snacks and beverages.
The majority of PepsiCo's revenues no longer come from the production and sale of
carbonated soft drinks. Beverages accounted for less than 50 percent of its total
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revenue in 2009. In the same year, slightly more than 60 percent of PepsiCo's beverage
sales came from its primary non-carbonated brands, namelyGatorade andTropicana.
PepsiCo's Frito-Lay and Quaker Oats brands hold a significant share of the U.S. snack
food market, accounting for approximately 39 percent of U.S. snack food sales in 2009.
One of PepsiCo's primary competitors in the snack food market overall is Kraft Foods,
which in the same year held 11 percent of the U.S. snack market share.
Products and brands
Largest PepsiCo Brands (based on 2009 retail sales)
Brand
Pepsi
Mountain Dew
Lay's potato chips
Gatorade
Diet Pepsi
Tropicana beverages
7UP (outside U.S.)
Doritos tortilla chips
Lipton teas (PepsiCo/Unilever
partnership)
Quaker foods and snacks
Cheetos
Mirinda
Ruffles potato chips
Aquafina bottled water
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Pepsi Max
Tostitos tortilla chips
Sierra Mist
Fritatos corn chips
Walkers potato crisps
Source: 2009 Annual Report $0 $5b $10b $15b
$20b
PepsiCos product mix as of 2009 (based on worldwide net revenue) consists of 63
percent foods, and 37 percent beverages. On a worldwide basis, the companys current
products lines include several hundred brands that in 2009 were estimated to have
generated approximately $108 billion in cumulative annualretail sales.
The primary identifier of companies' main brands within the food and beverage industryare those which generate annual sales exceeding $1 billion, and 19 of PepsiCo's brandsmet this description as of 2009: Pepsi-Cola, Mountain Dew, Lay's, Gatorade, Tropicana,7Up, Doritos, Lipton Teas, Quaker Foods, Cheetos, Mirinda, Ruffles, Aquafina, PepsiMax, Tostitos, Sierra Mist, Fritos, and Walker's.
Areas of business :
The structure of PepsiCo's global operations has shifted multiple times in its history as a
result of international expansion, and as of 2010 it is separated into four main
divisions:[30]PepsiCo Americas Foods, PepsiCo Americas Beverages, PepsiCo Europe,
and PepsiCo Asia, Middle East and Africa. As of 2009, 71 percent of the companysnet
revenues came fromNorth andSouth America,16 percent fromEurope and 13 percent
fromAsia,theMiddle East andAfrica.
PepsiCo Americas Foods
PepsiCo Americas Foods consists of the companys food and snack operations in North
and South America. This operating division is further segmented into Frito-Lay North
America, Quaker Foods & Snacks, Sabritas, Gamesa andLatin America Foods. Food
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PepsiCo Americas Beverages:
This division contributed 23 percent of PepsiCos net revenue as of 2009,[29] and
involves the manufacture (and in some cases licensing), marketing and sales of both
carbonated and non-carbonated beverages in North, Central and South America.[38]The
main brands distributed under this division include Pepsi, Mountain Dew, Gatorade,
7UP (outside the U.S.), Tropicana Pure Premium orange juice, Sierra Mist, SoBe
Lifewater, Tropicana juice drinks, AMP Energy, Naked Juice and Izze.Aquafina, the
companys bottled water brand, is also marketed and licensed through PepsiCo
Americas Beverages.
PepsiCo also has formed partnerships with several beveragebrands it does not own, in
order to distribute these or market them with its own brands.[1]As of 2010, its
partnerships include:Starbucks (Frappuccino, DoubleShot and Iced Coffee), Unilevers
Lipton brand (Lipton Brisk and Lipton Iced Tea), andDole (licensed juices and drinks).
PepsiCo Europe:
PepsiCo began to expand its distribution inEurope in the 1980s, and in 2009 it made up
16 percent of the company's global net revenue. Unlike PepsiCos Americas businesssegments, both foods and beverages are manufactured and marketed under one
umbrella division in this region, known as PepsiCo Europe. The primary brands sold by
PepsiCo in Europe include Pepsi-Cola beverages, Frito-Lay snacks, Tropicana juices
and Quaker food products, as well as regional brands unique to Europe such as
Walkers crisps, Copella, Paw Ridge, Snack-a-Jack, Duyvis and others. PepsiCo also
distributes the soft drink 7UP in Europe via license agreement. epsiCo's European
presence expanded with its acquisition of Russian juice and dairy product brand Wimm-
Bill-Dann Foods in December 2010.
http://en.wikipedia.org/wiki/PepsiCo#cite_note-annualrpt09-28http://en.wikipedia.org/wiki/PepsiCo#cite_note-annualrpt09-28http://en.wikipedia.org/wiki/PepsiCo#cite_note-annualrpt09-28http://en.wikipedia.org/wiki/Licensinghttp://en.wikipedia.org/wiki/PepsiCo#cite_note-pabgorham-37http://en.wikipedia.org/wiki/PepsiCo#cite_note-pabgorham-37http://en.wikipedia.org/wiki/PepsiCo#cite_note-pabgorham-37http://en.wikipedia.org/wiki/Pepsihttp://en.wikipedia.org/wiki/Mountain_Dewhttp://en.wikipedia.org/wiki/Gatoradehttp://en.wikipedia.org/wiki/7UPhttp://en.wikipedia.org/wiki/Tropicana_Productshttp://en.wikipedia.org/wiki/Sierra_Misthttp://en.wikipedia.org/wiki/SoBehttp://en.wikipedia.org/wiki/AMP_Energyhttp://en.wikipedia.org/wiki/Naked_Juicehttp://en.wikipedia.org/wiki/Izzehttp://en.wikipedia.org/wiki/Aquafinahttp://en.wikipedia.org/wiki/Brandshttp://en.wikipedia.org/wiki/PepsiCo#cite_note-companyprofilereuters-0http://en.wikipedia.org/wiki/PepsiCo#cite_note-companyprofilereuters-0http://en.wikipedia.org/wiki/PepsiCo#cite_note-companyprofilereuters-0http://en.wikipedia.org/wiki/Starbuckshttp://en.wikipedia.org/wiki/Unileverhttp://en.wikipedia.org/wiki/Unileverhttp://en.wikipedia.org/wiki/Liptonhttp://en.wikipedia.org/wiki/Dolehttp://en.wikipedia.org/wiki/Europehttp://en.wikipedia.org/wiki/Walkers_crispshttp://en.wikipedia.org/wiki/Copellahttp://en.wikipedia.org/wiki/Duyvishttp://en.wikipedia.org/wiki/Duyvishttp://en.wikipedia.org/wiki/Copellahttp://en.wikipedia.org/wiki/Walkers_crispshttp://en.wikipedia.org/wiki/Europehttp://en.wikipedia.org/wiki/Dolehttp://en.wikipedia.org/wiki/Liptonhttp://en.wikipedia.org/wiki/Unileverhttp://en.wikipedia.org/wiki/Starbuckshttp://en.wikipedia.org/wiki/PepsiCo#cite_note-companyprofilereuters-0http://en.wikipedia.org/wiki/Brandshttp://en.wikipedia.org/wiki/Aquafinahttp://en.wikipedia.org/wiki/Izzehttp://en.wikipedia.org/wiki/Naked_Juicehttp://en.wikipedia.org/wiki/AMP_Energyhttp://en.wikipedia.org/wiki/SoBehttp://en.wikipedia.org/wiki/Sierra_Misthttp://en.wikipedia.org/wiki/Tropicana_Productshttp://en.wikipedia.org/wiki/7UPhttp://en.wikipedia.org/wiki/Gatoradehttp://en.wikipedia.org/wiki/Mountain_Dewhttp://en.wikipedia.org/wiki/Pepsihttp://en.wikipedia.org/wiki/PepsiCo#cite_note-pabgorham-37http://en.wikipedia.org/wiki/Licensinghttp://en.wikipedia.org/wiki/PepsiCo#cite_note-annualrpt09-288/10/2019 Impact of Celebrity Endorsement of Pepsi
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PepsiCo Asia, Middle East & Africa :
The most recently created operating division of PepsiCo covers Asia, theMiddle East
and Africa In addition to the production and sales of several worldwide Pepsi-Cola,
Quaker Foods and Frito-Lay beverage and food product lines (including Pepsi and
Doritos), this segment of PepsiCos business markets regional brands such as Mirinda,
Kurkure andRed Rock Deli,among others. While PepsiCo owns its own manufacturing
and distribution facilities in certain parts of these regions, more of this production is
conducted via alternate means such aslicensing (which it does with Aquafina), contract
manufacturing, joint ventures and affiliate operations. PepsiCos businesses in these
regions, as of 2009, contributed 13 percent to the companysnet revenue worldwide.
Corporate governance:
Headquartered inPurchase,New York,with research and development headquarters in
Valhalla, New York, PepsiCos Chairman and CEO is Indra Nooyi.[40] The board of
directors is composed of eleven outside directors as of 2010, including Ray Lee Hunt,
Shona L. Brown, Victor Dzau, Arthur C. Martinez, Sharon Percy Rockefeller, Daniel
Vasella, Dina Dublon, Ian M. Cook, Alberto Ibargen, James J. Schiro and Lloyd G.
Trotter. Former top executives at PepsiCo includeSteven Reinemund,Roger Enrico,D.
Wayne Calloway,John Sculley,Michael H. Jordan,Donald M. Kendall,Christopher A.
Sinclair andAlfred Steele.
On October 1, 2006, former Chief Financial Officer and PresidentIndra Nooyi replaced
Steve Reinemund as Chief Executive Officer. Nooyi remained as the corporation's
president, and became Chairman of the Board in May 2007, later (in 2010) being
named #1 onFortune's list of the "50 Most Powerful Women" and #6 on Forbes'list of
the "World's 100 Most Powerful Women". PepsiCo received a 100 percent rating on the
Corporate Equality Indexreleased by the LGBT-advocate group Human Rights
Campaign starting in 2004, the third year of the report.
http://en.wikipedia.org/wiki/Asiahttp://en.wikipedia.org/wiki/Middle_Easthttp://en.wikipedia.org/wiki/Africahttp://en.wikipedia.org/wiki/Mirindahttp://en.wikipedia.org/wiki/Kurkurehttp://en.wikipedia.org/wiki/The_Smith%27s_Snackfood_Companyhttp://en.wikipedia.org/wiki/Licensinghttp://en.wikipedia.org/wiki/Joint_venturehttp://en.wikipedia.org/wiki/Affiliatehttp://en.wikipedia.org/wiki/Net_revenuehttp://en.wikipedia.org/wiki/Net_revenuehttp://en.wikipedia.org/wiki/Purchase,_New_Yorkhttp://en.wikipedia.org/wiki/New_Yorkhttp://en.wikipedia.org/wiki/Valhalla,_New_Yorkhttp://en.wikipedia.org/wiki/New_Yorkhttp://en.wikipedia.org/wiki/New_Yorkhttp://en.wikipedia.org/wiki/Indra_Nooyihttp://en.wikipedia.org/wiki/PepsiCo#cite_note-morris1-39http://en.wikipedia.org/wiki/PepsiCo#cite_note-morris1-39http://en.wikipedia.org/wiki/PepsiCo#cite_note-morris1-39http://en.wikipedia.org/wiki/Board_of_directorshttp://en.wikipedia.org/wiki/Board_of_directorshttp://en.wikipedia.org/wiki/Ray_Lee_Hunthttp://en.wikipedia.org/wiki/Victor_Dzauhttp://en.wikipedia.org/wiki/Sharon_Percy_Rockefellerhttp://en.wikipedia.org/wiki/Daniel_Vasellahttp://en.wikipedia.org/wiki/Daniel_Vasellahttp://en.wikipedia.org/wiki/Dina_Dublonhttp://en.wikipedia.org/wiki/Alberto_Ibarg%C3%BCenhttp://en.wikipedia.org/wiki/Steven_Reinemundhttp://en.wikipedia.org/wiki/Roger_Enricohttp://en.wikipedia.org/wiki/D._Wayne_Callowayhttp://en.wikipedia.org/wiki/D._Wayne_Callowayhttp://en.wikipedia.org/wiki/John_Sculleyhttp://en.wikipedia.org/wiki/Michael_H._Jordanhttp://en.wikipedia.org/wiki/Donald_M._Kendallhttp://en.wikipedia.org/wiki/Christopher_A._Sinclairhttp://en.wikipedia.org/wiki/Christopher_A._Sinclairhttp://en.wikipedia.org/wiki/Alfred_Steelehttp://en.wikipedia.org/wiki/Indra_Nooyihttp://en.wikipedia.org/wiki/Steve_Reinemundhttp://en.wikipedia.org/wiki/Chair_%28official%29http://en.wikipedia.org/wiki/Fortune_Magazinehttp://en.wikipedia.org/wiki/Forbes_Magazinehttp://en.wikipedia.org/wiki/Corporate_Equality_Indexhttp://en.wikipedia.org/wiki/LGBThttp://en.wikipedia.org/wiki/Human_Rights_Campaignhttp://en.wikipedia.org/wiki/Human_Rights_Campaignhttp://en.wikipedia.org/wiki/Human_Rights_Campaignhttp://en.wikipedia.org/wiki/Human_Rights_Campaignhttp://en.wikipedia.org/wiki/LGBThttp://en.wikipedia.org/wiki/Corporate_Equality_Indexhttp://en.wikipedia.org/wiki/Forbes_Magazinehttp://en.wikipedia.org/wiki/Fortune_Magazinehttp://en.wikipedia.org/wiki/Chair_%28official%29http://en.wikipedia.org/wiki/Steve_Reinemundhttp://en.wikipedia.org/wiki/Indra_Nooyihttp://en.wikipedia.org/wiki/Alfred_Steelehttp://en.wikipedia.org/wiki/Christopher_A._Sinclairhttp://en.wikipedia.org/wiki/Christopher_A._Sinclairhttp://en.wikipedia.org/wiki/Donald_M._Kendallhttp://en.wikipedia.org/wiki/Michael_H._Jordanhttp://en.wikipedia.org/wiki/John_Sculleyhttp://en.wikipedia.org/wiki/D._Wayne_Callowayhttp://en.wikipedia.org/wiki/D._Wayne_Callowayhttp://en.wikipedia.org/wiki/Roger_Enricohttp://en.wikipedia.org/wiki/Steven_Reinemundhttp://en.wikipedia.org/wiki/Alberto_Ibarg%C3%BCenhttp://en.wikipedia.org/wiki/Dina_Dublonhttp://en.wikipedia.org/wiki/Daniel_Vasellahttp://en.wikipedia.org/wiki/Daniel_Vasellahttp://en.wikipedia.org/wiki/Sharon_Percy_Rockefellerhttp://en.wikipedia.org/wiki/Victor_Dzauhttp://en.wikipedia.org/wiki/Ray_Lee_Hunthttp://en.wikipedia.org/wiki/Board_of_directorshttp://en.wikipedia.org/wiki/Board_of_directorshttp://en.wikipedia.org/wiki/PepsiCo#cite_note-morris1-39http://en.wikipedia.org/wiki/Indra_Nooyihttp://en.wikipedia.org/wiki/New_Yorkhttp://en.wikipedia.org/wiki/Valhalla,_New_Yorkhttp://en.wikipedia.org/wiki/New_Yorkhttp://en.wikipedia.org/wiki/Purchase,_New_Yorkhttp://en.wikipedia.org/wiki/Net_revenuehttp://en.wikipedia.org/wiki/Affiliatehttp://en.wikipedia.org/wiki/Joint_venturehttp://en.wikipedia.org/wiki/Licensinghttp://en.wikipedia.org/wiki/The_Smith%27s_Snackfood_Companyhttp://en.wikipedia.org/wiki/Kurkurehttp://en.wikipedia.org/wiki/Mirindahttp://en.wikipedia.org/wiki/Africahttp://en.wikipedia.org/wiki/Middle_Easthttp://en.wikipedia.org/wiki/Asia8/10/2019 Impact of Celebrity Endorsement of Pepsi
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Headquarters
PepsiCo headquarters
The PepsiCo headquarters are located inPurchase,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 a sculpture garden with 45 sculptures. Works include those of Alexander
Calder,Henry Moore,andAuguste 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; pat