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The Business Model Of The PepsiCo Food and Beverage Empire
With 53% of revenues coming from food, and the remaining 47% coming from the beverage. PepsiCo is a Food and Beverage Empire that in 2017 made over $63 billion in revenues. North America Beverage segment represented 33% of those revenues. 58% of its revenues were in the US. The company distributes its products via direct-store-delivery, customer warehouses, and other distribution networks.
With a multi-billion dollar empire, PepsiCo has refined its business model to make it as agile as possible. With reduced management layers and by leveraging on digitalization the food and beverage empire has managed its logic costs to capture as much growth from the world’s market.
The company offers a vast range of products in food and beverage. In addition to that PepsiCo, through licensing agreements manufactures and distributes an even broader set of products by organizing joint ventures with other brands.
PepsiCo is organized in six main operating segments:
Frito-Lay North America (FLNA)
Ccomprising branded food and snack businesses in the United States and Canada. This segment distributes and sells branded snack foods including Cheetos, Doritos, Fritos, Lay, Ruffles
Quaker Foods North America (QFNA)
It includes cereal, rice, pasta and other branded food in the United States and Canada. QFNA makes, markets, distributes and sells cereals, rice, pasta, and other branded products. This segment comprises Aunt Jemima, Cap’n Crunch, Life, Quaker Chewy, Quaker grits, Quaker oat squares, Quaker oatmeal, Quaker rice cakes, Quaker simply granola and Rice-A-Roni side dishes.
North America Beverages (NAB)
It comprises beverage businesses in the United States and Canada such as Aquafina, Diet Mountain Dew, Diet Pepsi, Gatorade, Mist Twst, Mountain Dew, Pepsi, Propel and Tropicana. Other products (such as Lipton from Unilever) are offered via joint ventures.
Latin America
It includes all of the beverage, food and snack businesses in Latin America. This comprises the manufacturing and distribution of Cheetos, Doritos, Emperador, Lay’s, Marias Gamesa, Rosquinhas Mabel, Ruffles, Sabritas, Saladitas and Tostitos, and many Quaker-branded bowls of cereal and snacks.
Europe Sub-Saharan Africa (ESSA)
Which includes all of beverage, food and snack businesses in Europe and Sub-Saharan Africa included in the other segments.
Asia, the Middle East and North Africa (AMENA)
It comprises includes beverages, food and snack businesses in Asia, the Middle East and North Africa.
It comprises independent bottlers and distributors operating direct-store-delivery systems for beverages, foods, and snacks to retail stores. This distributionstrategy works well with products where in-store promotion and merchandising affect their commercial success.
Customer Warehouse
Other products are delivered to customer warehouses. This system works with products that are less fragile and have a longer life, compared to perishable items.
Distributor Networks
Through third-party distributors, a wide range of products can have a broader reach on the delivery vehicles. Those distribution networks are particularly effective as they serve restaurants, schools, stadiums and all the places where consumers hang out. Part of this distribution also goes through e-commerce websites.
Incentives and discounts through various programs to customers and consumers which comprise sales incentives, rebates, advertising, and other marketing activities played a key role. Advertising and other marketing activities amounted to $4.1 billion.
With 53% of revenues coming from food, and the remaining 47% coming from the beverage, PepsiCo is an empire that in 2017 made over $63 billion in revenues. North America Beverage segment represented 33% of those revenues. While 58% of its revenues were in the US.
Source: PepsiCo Annual Report 2017
The company also generated over $10.5 billion in 2017, which represented a 16.5% operating margin.
Pepsi Connected Business Facts
PepsiCo was founded in 1902 by American pharmacist and businessman Caleb Bradham as the Pepsi-Cola Company. Bradham, who hoped to emulate the success of Coca-Cola, marketed the beverage from his pharmacy and registered a patent for its recipe the following year. Today, Pepsi is a global company with a portfolio of 23 billion-dollar brands, or brands earning more than $1 billion in annual revenue. Sixteen of these brands are beverage-related, while the remaining seven are associated with snacks and other food products.In 1965, PepsiCo acquired Frito-Lay in what the chairmen of both companies called a “marriage made in heaven”. The resultant company transformed PepsiCo from a soft drinkorganizationand set it on a path to becoming one of the world’s leading food and beverage companies. Today, PepsiCo claims to operate in more than 200 countries and territories around the world with seven distinct divisions and many successful brands.Coca-Cola is the market leader of the soft drink industry. It is also the most widely recognizedbrand, with a Business Insider study revealing that a staggering 94% of the world population recognizes the red and white logo. However, Coca-Cola faces significant challenges with increasingly health-conscious consumers and less access to water resources.The Coca-Cola Company is an American multinational beverage corporation founded in 1892 by pharmacist Asa Griggs Candler. Many consumers associate the company with its signature soda in a red can or bottle. In truth, however, The Coca-Cola Company owns a plethora of soft drink, juice, tea, coffee, and other beverage brands. The Coca-Cola Company has 21 different billion-dollar brands or brands that generate more than $1 billion or more inrevenueeach year. The company also sells its products in nearly every country in the world, with Cuba and North Korea the only two countries where it is not sold officially. What’s more, the Coca-Colabrandis worth $87.6 billion, making it one of the most valuable among all companies. Though these figures allow Coca-Cola to enjoy market dominance in many countries, the company is nevertheless subject to intense competition.
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