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Pepsico Presentation at 2010 Consumer Goods Analyst Conference
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Zein AbdallaCEO – PepsiCo Europe
Building Europe’s Premier Food and Beverage Business
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Safe harbor statementStatements in this communication that are “forward‐looking statements” are based on currently available information, operating plans and projections about future events and trends. They inherently involve risks and uncertainties that could cause actual results to differ materially from those predicted in such forward‐looking statements. Such risks and uncertainties include, but are not limited to: PepsiCo’s ability to consummate the acquisitions of The Pepsi Bottling Group, Inc. (“PBG”) and PepsiAmericas, Inc. (“PAS”) and to achieve the synergies and value creation contemplated by the proposed acquisitions; PepsiCo’s ability to promptly and effectively integrate the businesses of PBG, PAS and PepsiCo; the timing to consummate the proposed acquisitions and any necessary actions to obtain required regulatory approvals; the diversion of management time on transaction‐related issues; increased indebtedness as a result of the proposed acquisitions; changes in demand for PepsiCo’s products, as a result of shifts in consumer preferences or otherwise; increased costs, disruption of supply or shortages of raw materials and other supplies; unfavorable economic conditions and increased volatility in foreign exchange rates; PepsiCo’s ability to build and sustain proper information technology infrastructure, successfully implement its ongoing business process transformation initiative or outsource certain functions effectively; damage to PepsiCo’s reputation; trade consolidation, the loss of any key customer, or failure to maintain good relationships with PepsiCo’s bottling partners, including as a result of the proposed acquisitions; PepsiCo’s ability to hire or retain key employees or a highly skilled and diverse workforce; changes in the legal and regulatory environment; disruption of PepsiCo’s supply chain; unstable political conditions, civil unrest or other developments and risks in the countries where PepsiCo operates; and risks that benefits from PepsiCo’s Productivity for Growth initiative may not be achieved, may take longer to achieve than expected or may cost more than currently anticipated. For additional information on these and other factors that could cause PepsiCo’s actual results to materially differ from those set forth herein, please see PepsiCo’s filings with the SEC, including its most recent annual report on Form 10‐K and subsequent reports on Forms 10‐Q and 8‐K. Investors are cautioned not to place undue reliance on any such forward‐looking statements, which speak only as of the date they are made. PepsiCo undertakes no obligation to update any forward‐looking statements, whether as a result of new information, future events or otherwise.
Please refer to the “Investors” section of PepsiCo’s web site at www.pepsico.com under the heading “Financial News & Events” to find disclosure and a reconciliation of any non‐GAAP financial measures contained herein.
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Agenda
Overview of PepsiCo in Europe
Europe’s growth potential
Building Europe’s premier SnackableFoods business
Expanding the #1 Juice business across Europe
Expanding leadership in Ready‐To‐Drink Tea
Eastern Europe: The Russia Power of One case study
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2
3
4
5
6
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PepsiCo Europe covers 880 Million consumers, across a diverse range of economies
GDP/Capita >$20K
GDP/Capita $10 to $20K
GDP/Capita <$10K
UK
SpainTurkey
Russia
5
Net Revenue Growth
We are one of Europe's top five Food and Beverage companies
Scale in Snacks and Beverages
CSDs/Other
Snacks
Juice
2009 NetRevenue
$4Bn
M&A
$7Bn
CAGR
11%
Positionedto Grow in
Eastern Europe
2009 Net Revenue West
East
70%
30%22%
15%
63%
2005 2009
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Snacks Juice
#1
#2
#1
#1
Powerful, diverse portfolio in sweetspotof convenient Food and Beverages
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Portfolio enabled us to successfully navigate recent economic headwinds
* The above core constant currency results are non‐GAAP financial measures that exclude certain restructuring actions associated with the company’s Productivity for Growth initiative and costs associated with our proposed mergers with PBG and PAS, and assume constant foreign currency exchange rates used for translation based on the rates in effect in 2008.
Europe 2009 Performance*
(1%)
3.5%
10%13%
Snacks Beverages NetRevenue
DivisionOperating ProfitVolume
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• Productivity• Procurement
• Consumer segmentation• Occasion/pack/pricing
• Working capital management• Receivables focus• Strategic capital expenditure
• Walkers ‘Do Us a Flavour’• Tropicana dine‐out• Turkey free air‐time units
By focusing on four performance drivers
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3
4
DifferentiatedValue
RevenueManagement
StrongCost Control
Cash FlowGeneration
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… delivering Performance with Purpose is essential in Europe’s stakeholder environment
Human Sustainability
Salt reduction
Talent SustainabilityTop 50
for Women in UK and Ireland
Top 10 Workplace in France, Greece and Portugal
#1 company for career
development in Spain
EnvironmentalSustainability
Electricity from
Renewable Energy
Waste Reduction
Water UseEnergy Use
Now12% ‐30%
‐20%
‐11%
Use per unit
CEO – PepsiCo EuropeZein Abdalla14 years
South East EuropeUmran Beba14 years
West EuropeCharles Bouaziz
18 years
East EuropeRamon Laguarta
13 years
UK/IrelandRichard Evans
15 years
IberiaXavi Orriols19 years
FranchiseAndy Williams
22 years
HRDavid Henderson
13 years
FinanceNick Hampton
15 years
CommercialEugene Willemsen
15 years
OperationsJeff Malcolm24 years
R&DRob Hargrove
15 years
A new division structure and team, fit for the future
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Europe’s Growth Potential
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Growing per caps in East Europe
(kg Per Capita)
Massive growth potential in SnacksPe
psiCo
Volum
e Share
Salty BiscuitsSticks
Pretzels
OtherNuts & Seeds Crispbreads
Breadsticks
Source: AC Nielsen
1
4
8
EastEurope
WestEurope
USA
’05‐’09CAGR7%
’05‐’09CAGR2%
Significant Growth Opportunitiesin Savory Snacks
Salty
OPPORTUNITY
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LRB provides tremendous growth opportunities esp. in East Europe and NCBs in West Europe
LRB Consumption (Liter/Capita)
112
250
359
EastEurope
WestEurope
USA
Eastern Europe growing LRB fasterthan the West… (’05‐’09 CAGR L/Capita)
NCB growing faster than CSD…
CSD
NCB
1%
4%
2%
1%
Source: Canadean + Internal Data 2006‐2009Q3 YTD
EastEurope
WestEurope
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The integration of PBG/PAS strengthens our ability to take advantage of LRB growth trends
Beverage Categories Mix Europe Net Revenue 2009
10%
60%
30%CSDs
Juices
Other
12%
49%
39%
PEP CombinedPEP/PBG/PAS
Geographic Mix Europe Beverage Net Revenue ’09
WestEurope
EastEurope
70%
30%
PEP
47%
53%
CombinedPEP/PBG/PAS
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With PBG/PAS we will be a ~$9 Billion Food and Beverage business in Europe
…we’ll talk more about the new Europe at PepsiCo’s Investor Meeting on March 22‐23
Europe Net Revenue
CAGR
11%
2004
$4Bn
CombinedPEP/PBG/PAS
~$9Bn
2009
$7Bn
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Strategic levers
• Powerful and diversified portfolio
• Leveraging global scale … Driving local relevance
• Advantaged business systems
• Unleashing the power of the “Power of One”
• Diverse and talented team
… Delivering Performance with Purpose
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Building the Premier “Snackable Foods”Business in Europe
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PepsiCo Europe is the leading Savory Snack player with powerful brands and an advantaged business system
Global brands…Local
relevance
Go‐To‐Market
Agro/Supply Chain
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We are the #1 Savory Snacks player in EuropePepsiCo Savory Snacks Share (2009 Value %)
0 10 20 30 40 50 60
Serbia
Romania
France
Portugal
Greece
Belgium
Netherlands
Poland
Turkey
Spain
Russia
UK
Source: AC Nielsen and IRI
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£500MM retail sales in potato chips
UK’s most famousadvertising campaign
10 million bagsconsumed every day
7 out of 10households
~40% sharein Savory
Walkers – The #2 Food brand in the UK
2121
2007 ‐ 200820061996 ‐ 2005
The classic Linekeryears of “no more Mr Nice Guy”
“Pure Irresistibility”
Addressing health and wellness concerns in
potato chips ‐“permission”
Striking a balance…
“Home Grown Irresistibility”
With award‐winning advertising
Run “Walkers British Potatoes” Video
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Exciting consumer engagement …• Massive 360 campaign – winner of Campaign’s media campaign of the year
• 1.2MM flavour entries & 1MM votes
• Drove highest share performance for 3 years
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• First potato chip with 100% natural ingredients
• 30% Lower fat than core Walkers• Biggest UK potato chip brand launch since ’07
• Winner of “The Grocer’s” launch of the year for bagged snacks
• £34 million• 28% share of BFY• 2009 share +2 pp
• £16 million• 13% share of BFY• 2009 share +4 pp
Expanding into BFY space• Total market in UK = £121 million (Chips/Snacks/Nuts/Better‐For‐You)• Walkers Share = £81 million (67%)
Source: AC Nielsen
#1 BFY brand
Run “Walkers Baked” Video
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Across Europe we are extending our leadership through re‐staging the core
Continuously improving our portfolio
…And addressing consumers’ needs for(natural) indulgence
SaltSaltReductionReduction
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Lifting and shifting innovation ideas across Europe
CheetosMerienda
Do Us A
Flavour
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Extending beyond core Potato Chips into Baked and Nuts & Seeds
Doubling downon Oven Baked
… And acceleratingNuts & Seeds
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Developing winning partnerships with the Organized Trade in Western Europe …
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Leveraging portfolio strength to accelerate growth in Eastern Europe
Lay’s global scale…made locally relevant
… Expanding intoCrispbread
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Poised for growth as per capita consumption grows with income
Annual disposable income (M €) 2008
Savory per capita consumption (kg) 2008
Sources: Euromonitor (income), Nielsen (consumption)
Ukraine Russia Turkey Poland Spain Benelux UK
0
3
6
9
0
20
40
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Expanding The #1 Juice Business Across Europe
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PepsiCo is the leading Fruit Juice company in Europe
Juice/Juice Drink Volume (million case equivalents)
5 Year CAGR
~319
base
2004 2009
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Total +44%
Base + 9%
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We have built Tropicana into a real power brand in Western Europe …
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… By building an advantaged, low cost supply chain from “fruit to shelf”
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Captivating consumers with consistent brand communication and sponsorships
Anchoring theBreakfast Occasion
Roland‐GarrosSponsorship
Building 1‐on‐1Relationships
with Consumers
Run “UK Tropicana” Video
Run “France Tropicana” Video
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Expanding into new fruit experiences and needstates …
Continuouslyexpanding the‘fruitprint’
Capturing key healthneed‐states with
Essentials
Expanding intoliquid fruit snackswith Smoothies
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Extending beyond fruit into veggies …Alvalle … veggies made convenient
… Being rolled out to multiple markets
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Going forward we will expand the portfolioFruit
Vegetable
Liqu
id
Food
Juices Smoothies
ChilledSoups
Spreads
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And now with Lebedyansky and Sandora acquisition we have become Europe’s #1 Juice business
Lebedyansky …Russia’s #1 Juice Company
RUR 70+RUR 30
Sandora… Ukraine´s#1 Juice Company
2009+0.9.pp
2009+1.5pp
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Expanding Leadership in Ready‐to‐Drink Tea
4444
Leveraging Lipton, the #1 Ready‐to‐Drink Tea, to extend category leadership in Europe
New BrandIdentity
CoreProduct
Reformulation
Accelerate Green Tea
Run “Hugh Jackman Testimony re Lipton” Video
4646
Leveraging Lipton, the #1 Ready‐to‐Drink Tea, to extend category leadership in Europe
New BrandIdentity
CoreProduct
Reformulation
Accelerate Green Tea
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Source: 6Ws, 2007
HEALTH
ENERGY
HYDRATION
ENJOYMENT
NOURISHMENT
Tea Relative Footprint vs. All LRBs
TRANSFORMATION
INDULGENCE
Ready‐To‐Drink Tea need states expansion opportunities
Expansion
Expansion
RTD TeaExpanded Footprint
Leaf Tea Current Footprint
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21 29 3 12
752951
357422
RTD Tea provides significant growth opportunities for PepsiCo Europe, esp. in Russia
Russia – An explosive growth opportunity
China Poland Turkey Russia
Total Tea per caps
RTD Tea per caps
Source: Euromonitor
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Building The #1 Food and Beverage
Business in Eastern EuropeThe Russia Power of One Case Study
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We are well positioned in East Europe …a geography with solid growth potential
490 Million consumers with relatively low but growing disposable income…Poised for future growth behind renewed GDP growth
Russia143MM
GDP: $15.2M
CIS133MM
GDP: $6.3M
Central Europe67MM
GDP: $19.1M
Source: CIA World Factbook (2009E)
South‐East Europe147MM
GDP: $12.4
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Production facilities
Distribution system
PepsiCo has a long history in Russia … and we’ve built an absolute powerhouse business
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Winning strategy in Russia to establish the premier Food and Beverage business
Create a robust portfolio of Russia’s favorite beverage and snack brands1
Build powerful go‐to‐market capabilities 2
Fortify an advantaged supply chain3
Attract and develop a world‐class team4
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Winning Local Flavors Leading Juice Portfolio
Global Platform with Local Execution
Unleashing Growth Potential in RTD Tea
Powerful portfolio with Russia’s favorite snack and beverage brands1
Run “Russia Pepsi” Video
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Driving PO1 Synergies
Increase distribution reach
and depth
Captivating the consumer at the PoS
Utilizing the power of "Power of One" to strengthen instore presence/captivate consumers
2
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Advantaged, localized Agro program, behind continued investments in capability3
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#1 in Juice #1 in Savory Localized Inputs
#1 in Tea Enter New Growth Platforms
Integrated Logistics, Back
office, Production
#1 in Beverages Premier SnackableFoods Business
Advantaged Power of One Business Model
We aspire to be Russia’s Premier Food and Beverage company
Unparalleled Go‐To‐Market
Systems
Strong Organizational Capability – Best Place to Work, Best Talent
Socially Responsible: Environment & Communities
Superior Beverage Capability
Common Systems Platform as Key Enabler
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PepsiCo Europe
• A Portfolio positioned for Growth– Balanced exposure to Eastern and
Western Europe– Expanding Categories, Powerful Brands,
Diverse and Locally Relevant Products
• The Power of the Power of One– Advantaged Business Systems
• A Diverse Team of Talented People– Business Growth People Growth
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