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Manu Anand (President, India Region) is a happy man. PepsiCo in India is the largest F&B company, with consistent high double digit growths across the portfolio. A frequent award winner for business achievements, socially responsible corporate, best employer etc, he has every reason to be feeling satisfied.
However, success never rests on its laurels, and yeh dil always maange more! One of Manus challenges is that even while PepsiCo growth is so healthy, it is largely from the middle of Indias affluence pyramid. To truly realize the immense potential of the India opportunity, PepsiCo must touch every Indians life every day!
Inviting Indias brightest young minds to help Manu draw up exciting plans that will make Indra even more proud of the India regions performance
Revenues $65 bn
285,000 employees
2010
2009
VOLUME
2008
1993
TIME
2.
3.
4.
5.
6.
Talent Magnet
Core Products
Slice
Nimbooz
Water
Juices Sports Drinks
Aquafina Tropicana Gatorade Lipton Ice Tea Himalayan TATA Gluco+ TATA Water+
Premium Products
Ice tea Water
350ml PET Rs.29 200ml PET Rs.12, 500ml PET Rs.20, 750ml PET Rs.30, 1ltr PET Rs.40 200ml cup Rs.7
Value Products
13g Rs.5, 26g Rs.10, 58g Rs.20 9g Rs.2, 12g Rs.3, 24.7g Rs.5 51.8g Rs.10, 115g Rs.20 Solid Masti:20g Rs.5, 45g Rs.10
Salty
Bridge
Kurkure
Extruded
18g Rs.5,
38g Rs.10
Traditional
Lehar
8g Rs.2, 20g Rs.5, 45g Rs.10 52g Rs.15, 170g Rs.30, 360g Rs.60, 1kg Rs.193
Cracker Oats
Aliva
60g Rs.15
Quaker
200g Rs.34, 500g Refill Rs.99 1000g Refill Rs.129, 1000g Jar Rs.159 Flavor Oats 27g Rs.10
Growths
31%
Traditional 50%
Potato chips 25% 26% 24%
-28%
21%
26%
Indian LRB industry is approx Rs. 48,000/- cr PepsiCo and Coca Cola are the dominant players, Parle the third major player, followed by Dabur.
Salty snacks is an approximately Rs.10,000cr industry PepsiCo by far the lead player Other national players ITC, Parle, Yellow Diamond Significant regional players, Haldiram, Balaji & Bikaji
209 99
70
32
2009 2013 2015 2020
2010
2020
2010
2020
Beverages
Plant
Foods
Plant
Noida
Jainpur
Sataria
Patna
Distributor
DC
Bharuch Rajkot
Bhopal Gwalior
Kolkata
Wholesaler
Urban spoke
Distributor
Wholesaler
Mahul Dukes
Nagpur Roha Pune Aurangabad Kolhapur Pune Hyderabad Guntur Dharwad Hyderabad Bangalore Bangalore
Vizag
Retailer
Retailer
Retailer
Goa
Palakkad
Retailer
Each brand has a distinct role in the portfolio, so that even as we provide choice in a repertoire category, we minimize cannibalization. Every brand answers to a clear consumer need, has a distinct cultural and sensorial language, and above all, connects with consumers at a deep emotional level.
Youth Aspiration
Older Adults
Enjoyable Grains
Tweens
Joy of Sharing
Lemon Refreshment
All Adults
Mango Indulgence
Is it in you?
Reach all corners of the country Go deep within each state, to reach rural consumers Ensure all our skus are available and visible (jo dikhta hai woh bikta hai) Be agile & nimble to deal with marketplace dynamics Service all kinds of retailers and channels Cost-efficient structures, smooth processes a must!
Top 5 Growth Driving Categories in the highest the Highest Growing Channels
Chemists
Grocer
58 14 9 6 4 5
13 22 26 23 30
32
3561
General Stores
Chemist Pan Plus Food Store Modern Trade
761
Food Stores
Breakfast cereals, Milk food/ baby food, SDC, cordials and squashes, Vermicelli and noodles, cooking medium
~ 4000
MT Diapers , Baby oil/ Olive oil, Confectionary , Hair dyes , Scourers/ pads
Technology
SAMNA to support - Backend/ Frontend Real time tracking of inventory and to facilitate auto replenishments
Setup of right partners - Scale Distributors - Distributor consolidation Standardized distributor management processes
Premium
Product Categories
Customer Segments
Premium Core
MT,A MT, A, B, C
Value
Revenue Drivers
CSD, Juices, Water
Pepsi, Mirinda, Mt Dew, 7Up,
Volume Drivers
Water, CSD, Juices
Aquafina
FOODS
Volume Drivers PC, Kurkure, Namkeens, Oats Lays, Kurkure, Lehar, Quaker
Category
Category
Brand
Brand
Pack
SSPet, Glass,
MSPet,
Pack
UP, Tamil Nadu, Punjab, Haryana, Karnataka
Mid, Large
Geography
Smalls, Large
North, East, South, West Traditional Trade
Geography
North, East
Channel
Traditional Trade
Traditional Trade
Channel
Traditional Trade
Traditional Trade
13 mm SEC A1
Striver Mindset, Big ambitions, Modernity with Tradition Actively seek new experiences Present-focused, Traditional, Small indulgences
Please see appendix for a copy of the Socio-economic classification (SEC) grid
See video on how these consumer groups are different Video Name- Affluence Groups
Strugglers (66%)
How do we realize our vision of engaging every Indian, every day with a PepsiCo product?
What strategies do we pursue to grow volumes, revenues and profits in a way that ensures we delight and nourish every Indian home? Product range Brands Packs Geography Channel
Understanding consumer attitudes to Food & Beverage What is Value? How consumers make their Save vs. Splurge decisions initial thought starter insights Simple guidelines to value propositions that work, and doing business across the pyramid Learnings from PepsiCos experiences in targeting lower ends of the pyramid Value Foods business, Nourishco
Source: Nielsen
Source: HH Panel
Food Courts
Premiumization
Commodity to Brands
Indulgence to Regular
Acceptability
Walking Indulgence
Pleasure Foods
Personalized consumption (in shared contexts too) Eating well is a way of life, Physical activity is not Balanced Meals 71% Never Exercise Quasi-meals growing
Saving of effort appreciated > saving of time Process simplifiers (Masalas, batter) growing Ready meals, substitutes less popular Hot = Fresh
Maximization of Value
Real Quality
Is the pricing such that it allows for a scope for saving beyond the purchase?
Does the purchase derive maximum benefits for the money spent in terms of:
More volume/quantity More benefits Prolonged experience
Does the purchase deliver real quality & trust? Is the purchase seen as a true return on money spent?
VALUE IS VARIETY
VALUE IS HERITAGE
VALUE IS EXPERIENCE
Trade down
Compromise
Move to lower labels Reduce variety Delay purchase Portion control
Special Treats
Rationalize
Portion control Cut out frills Advocate sharing Manage experience Reduce frequency Delayed gratification Compensatory Consumption
Now I mostly use Ghari , Surf excel only for expensive clothes
Instead of 2 separate packs, I buy a family pack of chips and ask my kids to share
Movie is a must but instead of having a sit down dinner, we eat at the food court
important to take our annual vacation to the best place I save up for it
Trade down
Compromise
Special Treats
Rationalize
Loyalty rewards
Seek variety, Energy to maximize life, Taste & Indulgence with a touch of familiarity
Compare prices, smart shoppers, Avail offers, Large packs, Defer big ticket, Cut out frills
Pricing Strategies
Down-sizing (grams reduction) minimizes the volume loss for impulse and non-essential products versus increasing price. The premium segment is the strongest revenue growth driver.
Lock-In Strategy
Create a high barrier to switch to a competitor
Small packs are less sensitive to pricing changes and can gain higher revenue during price increases.
Larger packs tend to be highly sensitive to pricing changes. Price increase will result in both volume and value losses. Distribution is critical in mitigating inflation risks and direct distribution channels are significantly better in driving volume share for brands.
Is easily available
Extent of importance of the dimensions vary across category, cities & demographic groups
Early learnings from PepsiCos initiatives for the lower levels of the pyramid: Value Foods Business Nourishco (value added hydration)
The
100
555
Tea2
80
Detergents
Bar Soap
60
Plain biscuits
+14%
26 49
122
0 0
1970 48 67% --
Product: Better than laundry soap; Price: ~1/3 to surf, parity with value Reach: Started from Gujarat & than expanded; Brand: Significant spends on TV, POS
Advantaged Consumer Offering 10-20% more than lead A Brands Locally relevant taste, basic Benefits, Acceptable Quality More margins to the Customer Offer 20-30% more margins than A Players Locally manufactured and distributed Go deep in a 200-300 km radius vs spreading wide Passive GTM set-up through wholesale
Vol M Tons
B Play Mix
2005 2006
2007
2008
2009
2010
2011
Vol Val
27% 20%
54% 44%
Low on Fixed Costs and nimble on opportunities Pricing//seasonality Minimal A&M//Fixed Manning
Make trade-offs between items not Brands Believe in the tried and tested minimize risk Looks for functional benefits Evaluative shopperlooks for simple maths for benefits Dont stock upbuy small from the neighboring store Me Too (Ph 1) => Advantaged (Ph2) Focus on WHO X WHAT (At What Price)
Unpackaged 99%
Packaged 1%
175
135
Biscuits
Detergent
Soaps
Tea
65
32
China
Egypt
Pak
India
Rs. 1 2
8 10
15
20
Indias first fortified water: taste neutral, in both pet and water, launched with Zinc
750ml Rs 16/-
Indias first ready-to-drink glucose energy drink, with salts for replenishment
200ml Rs 2/-
Which other company in India should be the benchmark company for PepsiCo to learn from in this area? Please give a detailed account of points 1 and 2 above for them, and how they do it. And please present back at least 1 case study, but preferably 2 case studies as below
Case study of a company that is able to straddle many consumer groups on the ladder Case study of a company that has focused on only one (or two) groups of the consumer ladder
Based on your primary/secondary research, please recommend consumer solutions (new product, new packaging, new channel, new pack, etc.) that we could be missing, in playing meaningfully against one or more of the consumer segments
Aspirers
2 3 4 1
Climbers
2 3 4 1
Strugglers
2 3 4
Other Cuts
Product Range
Brand Brand Promise Pack Price GTM Model Geography
Channel
Growth Driver for PepsiCo Volume Revenue Profit
Other e.g. penetration/frequency
Phase OneIn phase one- we expect you to submit a short summary of your solution- not exceeding 5 MS Powerpoint Slides or 3 MS Word pages. Phase TwoA PepsiCo panel will go through and evaluate all the submitted entries. The shortlisted teams (on the basis of the brief summary) will be expected to detail the solution submitted in Phase 1. You need to submit a solution in MS Powerpoint and not exceeding 40 slides. Phase 3- The India Finals After we receive the detailed solutions in Phase 2, the panel will shortlist the Top 6 Teams across the country and the best team from each campus The Top 6 teams will be invited to Gurgaon to present their solutions to the India Region Leadership Team Phase 4- The Grand Finale! The winners selected at India level will fly to New York to present to Indra
Not more than 5 MS Powerpoint Slides or 3 MS Word pages per entry will be entertained for the first shortlist.
If we receive more than the expected number of slides/pages only the first 5 slides/first 3 pages will be considered.
If shortlisted, you will get the chance to submit a more detailed entry for the next round. Evaluations will be on the basis of: Appreciation of the business problem Power of Insight identified for the situation analysis Case parallels used appropriateness and depth Creativity and Feasibility of solutions proposed Clarity of articulation/presentation
There are no limits to growth because there are no limits of human intelligence, imagination, and wonder!
Appendix
1. 2. 3. 4.
Socio Economic Classification (SEC) Grid ESOMAR Paper Glossary Websites for more detail on our brands etc
www.pepsico.com www.pepsico.in
Illite-rate
OCCUPATION Unskilled Workers Skilled Workers Petty traders Shop owners Businessman/Industrialist s with no. of employees None 1-9 10+
CODE 1 2 3 4 5 6 7
1 E2 E2 E2 D D C B1
2 E2 E1 D D C B2 B1
3 E2 E1 D D C B2 B1
4 E1 D D C B2 B2 A2
5 D C C B2 B1 B1 A2
6 D C C B1 A2 A2 A1
8
9 A B C
D
D D C B1
D
D D C B1
D
D D C B1
D
D C C B1
B2
C C B2 B1
B1
B2 B2 B1 A2
A2
B1 B1 A2 A1
A1
B1 A2 A2 A1
Based on the Chief wage earners education, occupation as well as the type of house
Glossary
o o
o
o o
o o o o
o o
LRB (Liquid Refreshment Beverages)- Ready to drink packaged drinks CSD- Carbonated Soft Drinks MBD- Mango based drinks BD- Juice based drinks Extruded- Range of puffed snacks made of rice/corn available in different shapes/colours/flavors/sizes. Product types: Cheese balls/puffs/Tomato wheels Bridge- All New Age snacks that are neither potato chips nor conventional Indian namkeens but borrow taste/texture/palette from both. Product types: Shapes/textures/flavors like irregular sticks/twists/triangles PC- Potato Chips Cases Per Annum- Average Number of cases sold by the category of outlet in a year SAMNA- Stands for Sales Automation Management for New Age. It is a Power of One Go To Market IT Solution for PepsiCos Beverage and Snacks businesses. MS- Multi Serve; SS- Single Serve Hub: They are large distribution centers who receive stocks from PepsiCo factories / WH; Strategically located so as to have better efficiency of cost in maintaining stocks, delivery & traffic; They maintain stocks in good condition; They ship the stocks to spokes as per PDP / order confirmed by RSP ; Spoke is the link between Hub and Outlet in PepsiCos Distribution System. Urban Spoke: Is a small distributor in a suburb close to any major City. For the reason of viability of operation / coverage, if the city distributor is not in a position to supply regularly to those markets, Urban Spoke helps in distribution width. Rural Spoke: Typically appointed in any Rural market. Classification of Spokes: <3000 Cs AOP : C class, 3000-6000 Cs AOP: B class & >6000 AOP: A class.