Pepsico Case Study
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Case Details: | ------------------------------------------------- | Case Code | : | BECG122 | | Case Length | : | 17 Pages | | Period | : | 2006-2011 | | Organization | : | PepsiCo | | Pub Date | : | 2012 | | Teaching Note | : | Available | | Countries | : | Global | | Industry | : | Food and Beverages | |
* This case was a Runner-up in the 2012 oikos Global Case Writing Competition (Corporate Sustainability track), organized by oikos International, Switzerland.
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Abstract: This case was a Runner-up in the 2012 oikos Global Case Writing Competition (Corporate Sustainability track). It is about the sustainable development initiatives of one of the world 's leading food and beverage companies, PepsiCo.
Faced with various criticisms on the social and environmental fronts, PepsiCo adopted the ‘Performance with Purpose’ strategy in 2009 under the leadership of its CEO Indra Nooyi (Nooyi). This strategy was based upon the philosophy that the company’s financial performance should go hand in hand with its responsibilities toward society and the environment. | |
The new sustainable development program contained 47 commitments that PepsiCo made toward society and these were divided into four broad areas: Performance, Human Sustainability, Environmental Sustainability, and Talent Sustainability. Despite some progress made by the company in these fronts, since mid-2011, Nooyi had come under fire from key stakeholders such as shareholders and bottlers who contended that her focus on 'Performance with Purpose ' had come at the cost of positioning of the company 's products and had hurt sales. They felt that its archrival, the Coca Cola Company had gained the upper hand during Nooyi 's tenure. This case is meant for MBA/MS-level students as part of the Business Ethics/Corporate Social Responsibility curriculum. It can also be used in a core
Case Details: | ------------------------------------------------- | Case Code | : | BECG122 | | Case Length | : | 17 Pages | | Period | : | 2006-2011 | | Organization | : | PepsiCo | | Pub Date | : | 2012 | | Teaching Note | : | Available | | Countries | : | Global | | Industry | : | Food and Beverages | |
* This case was a Runner-up in the 2012 oikos Global Case Writing Competition (Corporate Sustainability track), organized by oikos International, Switzerland.
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Abstract: This case was a Runner-up in the 2012 oikos Global Case Writing Competition (Corporate Sustainability track). It is about the sustainable development initiatives of one of the world 's leading food and beverage companies, PepsiCo.
Faced with various criticisms on the social and environmental fronts, PepsiCo adopted the ‘Performance with Purpose’ strategy in 2009 under the leadership of its CEO Indra Nooyi (Nooyi). This strategy was based upon the philosophy that the company’s financial performance should go hand in hand with its responsibilities toward society and the environment. | |
The new sustainable development program contained 47 commitments that PepsiCo made toward society and these were divided into four broad areas: Performance, Human Sustainability, Environmental Sustainability, and Talent Sustainability. Despite some progress made by the company in these fronts, since mid-2011, Nooyi had come under fire from key stakeholders such as shareholders and bottlers who contended that her focus on 'Performance with Purpose ' had come at the cost of positioning of the company 's products and had hurt sales. They felt that its archrival, the Coca Cola Company had gained the upper hand during Nooyi 's tenure. This case is meant for MBA/MS-level students as part of the Business Ethics/Corporate Social Responsibility curriculum. It can also be used in a core
References: ttp://doc-pepsico.com/001110545397/Pepsihttp://www.sirpepsi.com/pepsi11.htm * 23. 1)Consider PepsiCo’s advertising throughout itshistory. Identify commonalities i its various adcampaigns. How is the campaign consistent withPepsiCo’s brand image? * 24. Slogans of pepsi• 1939 « Twice as Much for a Nickel »• 1958 « Be Sociable, Have a Pepsi »• 1961 « Now it’s Pepsi for Those Who Think Young »• 1984 Pepsi. The Choice of a New Generation.• 2003 « It’s the Cola ». « Dare for more »• 2008 « Pepsi is # 1 »• 2010- present"Every Pepsi Refreshes The World" * 25. 2) List all promotional mix elements used in the Pepsi Refresh Campaign.3) Describe PepsiCo’s target audience. Is the Refresh Campain consistent with the audience?4) Analyze the campaign according to the steps listed in the chapter for developing effective marketing communication.5) Will The Pepsi Refresh campaign be successful? Why or Why not?