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In the 1990s virtually all of Pepsi's products were “fun for you”, as the firm likes to put it. Under Ms Nooyi, who became boss in 2006, it has stepped up its diversification into products it calls “better for you” and “good for you”, including fruit juices, nuts and porridge. Ms Nooyi does not see this as a case of trading profits for virtue. Instead, she insists both are possible—an idea expressed in the firm's motto: “Performance with purpose.”
What’s important about this separation is that PepsiCo simply offers viable alternatives while keeping true to its mainstream brands. If this health-kick turns out to be a fad, no worries. Pepsi didn’t change its taste for the healthy consumer. On the flip side, if healthy choices are here to stay, PepsiCo is well positioned to continue doing what they are doing with the healthier portfolios.
What are PepsiCo’s Mega Brands?
PepsiCo has 19 Mega Brands that each generated $1 billion or more in 2010 in annual retail sales (estimated worldwide retail sales in billions)
- Pepsi Cola
- Mountain Dew
- Lay’s Potato Chips
- Gatorade
- Tropicana Beverages
- Quaker foods & snacks, etc.
What we can say about strategic fit between the brands?
A few years ago PepsiCo diversified
• PepsiCo has used the related diversification corporate strategy as their basic approach to new businesses and acquisitions with a focus on beverages and consumer foods.
• PepsiCo has found related activities within the value chain between the various beverage and snack food brands to reduce costs and increase profits.
• Some of the elements of the value chain that are shared include:
ü Marketing
ü Processing
ü Research and development
Fits/Why?
• PepsiCo to find a good strategic fit in most of the businesses they have acquired.
• A key advantage for PepsiCo is that customers across the globe have similar tastes and this has assisted the company in implementing global strategies and being able to execute marketing and distribution similarly in all regions.
• An opportunity exists for PepsiCo in the good-for-you and better-for-you markets that they are just starting to implement across their products. This change in consumer tastes worldwide provides an opportunity for PepsiCo to acquire a ‘health food’ company similarly to Sanitarium Health & Wellbeing Australia (http://www.sanitarium.com.au/).
ü Sanitarium would fit into the PepsiCo model of being a consumer foods company with a focus on ready to eat breakfast cereals and being a horizontal integration into the value chain as a related diversification.
ü The added advantage is that Sanitatium would give PepsiCo more credibility in the Good-for-You / Better-for-You market and enable the company to take leadership on this issue.
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