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Jan 13, 2012

PepsiCo Will Shift Marketing Dollars Back to Soda

PrintPepsiCo Will Shift Marketing Dollars Back to Soda  

NEW YORK -- Following a strategic review of its business, PepsiCo Inc. will likely plan a renewed marketing push for its core soda business, along with sizable cost reductions, according to a Wall Street Journal report.

The company will announce the conclusions of its review early in February.

This move indicates support for CEO Indra Nooyi, who has faced pressure from some shareholders to split the company due to slow soda sales during her five years in the role. "The board supports Indra and the management team, and its ability to execute its strategy and vision to create shareholder value," said James Schiro, an independent director of PepsiCo.

Rather than a company breakup, it is more likely that PepsiCo will cut costs by eliminating jobs and increasing its marketing budget by 20 percent, the news outlet reported. The company lowered its profit outlook twice in 2011; it blamed high commodity costs and a difficult consumer environment.

Some of the company's critics reportedly want PepsiCo to emulate Kraft, which split into a global snacks business and a grocery business in North America. Proponents of this plan believe PepsiCo's beverage business is harming its better-performing snacks business. However, Nooyi has stated that these businesses are complementary and help PepsiCo benefit from scale.

PepsiCo executives have thus far rejected such a plan. Meanwhile, other investors believe PepsiCo can still thrive on its major brands, such as Mountain Dew and Gatorade, according to the report.








Find Reports & Data

CSNews' 2011 Realities of the Aisle Consumer Study

Consumers are shopping convenience stores slightly more often than they were a year ago, but the nation’s economic doldrums continue to be a drag on spending, according to Convenience Store News’ annual consumer study – Realities of the Aisle 2011.

CSNEWS 2011 Foodservice Study

After reporting a 6.1-percent sales increase in 2010, convenience store retailers expect to generate increased sales and profits from their foodservice operations this year.

CSNews' 2011 Industry Report Study

The convenience store industry had a good year last year. The 13.5 percent total industrywide sales increase was a big improvement over the more than 20-percentage point drop in 2009.

CSNews 2011 New Products Scorecard

The success rates for new items introduced to the convenience store industry last year were down in all seven major product categories tracked in the Convenience Store News New Product Scorecard, but retailers nevertheless increased the number of new items on their shelves and increasingly relied on store associates to make consumers aware of those products.

CSNews 2011 Industry Forecast Study

Although the recession is officially over, consumers in the U.S. remain “mad as hell” and “frustrated” by the slow pace of recovery.



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