Indra Nooyi Rediscovers the Joy of Pepsi


Stanford, Duane [2012], “Indra Nooyi Rediscovers the Joy of Pepsi”, Business Week, New York, 2 de febrero,

Business Week
Fecha de publicación: 
Jueves, Febrero 2, 2012
Idea principal: 

Since becoming CEO of PepsiCo five years ago, Indra Nooyi has accelerated the snacks-and-cola company's move into healthier fare: yogurt drinks, hummus, oatmeal bars, etc. While the strategy makes sense, given America's obesity epidemic, the change in focus has taken a toll on the company's sugary namesake, Pepsi-Cola. In the US soda market, the company lost share to arch-rival Coca-Cola from 2008 through 2010, according to Beverage Digest. PepsiCo began to change tack last year, although analysts and investors think Nooyi still isn't investing enough in the flagship brand. The company boosted ad spending for North American beverages 30%, and over the summer loaded airwaves with a new Pepsi-Cola campaign that featured a vacationing Santa Claus. The assault so far hasn't reversed the decline. To compete effectively, PepsiCo needs to spend about $580 million more on marketing this year than in 2011, says Ali Dibadj, an analyst for Sanford C. Bernstein.