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Pepsi

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Creating Long Term Loyalty
Pepsi: High Fructose Corn Syrup Controversy
Week 4 Assignment CR-504-LA01-14FAMBA Marketing Management

9/15/2014

Matt Reynolds - Ellyn Weston - Jill Butterweck

1

Company Profile
Pepsi
• • • “We are a leading global food and beverage company with brands that are respected household names throughout the world.” “At PepsiCo, we believe being a responsible corporate citizen is not only the right thing to do, but the right thing to do for our business.” Mission: To lead in convenient food and beverages, serve our investors and employees with opportunities for growth. Pepsi values honesty, fairness and integrity. Vision: Achieve success with positive imprint on society with performance and purpose. Drive shareholder value. Address social and environmental issues. Empower people, build trust, grow and get things done.
– – – – – – Care for our customers, our consumers and the world we live in. Sell only products we can be proud of Speak with truth and candor Win with diversity and inclusion Balance short term and long term. Respect others and succeed together.

• •

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What Are the Customers Saying?
 HFCS gives soda a bad taste – “Not what it used to be.” (popular)  Skeptical of how “natural” HFCS really is.  Increasing push to make sugar the dominant sweetener in Soda.  Real sugar is better for the body and digestion Amazon.com Reviewers of Pepsi Throwback  HFCS is an industrial product causing an obesity epidemic.  HFCS often contains toxic levels of mercury because of chlor-alkali products used in its manufacturing.  If you find “high fructose corn syrup” on the label you can be sure it is not a whole, real, fresh food full of fiber, vitamins, minerals, phytonutrients, and antioxidants. Stay away if you want to stay healthy.  Many Americans are becoming increasingly health-conscious  Shoppers are increasingly aware of ingredients on what they purchase.

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Suggested correlation between HFCS and prevalence of obesity in the U.S.

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What effect does this type of dissemination of consumer opinions via the Internet have on the company’s marketing strategies?
• • • Critical to understand customer needs Shift from “top - down” to “grassroots” Brand websites need to acknowledge consumer opinion – they matter! (nielsen) need to be constantly evaluating and responding. • Focus on being responsive, not reactive

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The 4 P’s
• Product
– Acquisitions of “good guy” brands – 2003 – removed transfat from Frito-Lay line

• Place – Social media is key • Price – Remain competitive in each market

6

The 4 P’s
• Promotion
Fun for You

Better for You

Good for You

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Stem the Tide Against Negative Comments
• Pepsi and Columbia Water Center
 Finding solutions to water scarcity around the world.

• PepsiCorps
 Associates from around the world deploy teams to help communities address societal challenges.  System improvements to increase rainwater yields, improve filtration and sanitation of the harvested water, and reduce overall costs.

• Joined Institute with 13 companies to fight Obesity
 $78.5 billion of the US $1.5 trillion health care tab
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Stem the Tide Against Negative Comments
• Corporate Social Responsibility (CSR)
 Solid Waste Management Program
 Clean environment. Educate how to recycle waste, not just relocate it.  Recycles 97% of household garbage

 Partnership With Farmers
 Help farmers refine their farming techniques and raise farm productivity

 Healthy Kids
 Raise awareness on the importance of balanced nutrition and regular physical activity for a healthy lifestyle among school children.
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Defending Against Untrue Negative Comments
• • • • Control yourself. Acknowledge the accuser's sense of being offended. Reassure there was no intent to do offend anyone. Realize because something is unintentional does not mean it is not offensive. • Understand WHY someone might be offended and change your behavior rather than trying to convince them it wasn't intended.

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Defending Against Untrue Negative Comments
• “You may have received an erroneous message about a “patriotic can” that Pepsi allegedly produced with an edited version of America’s Pledge of Allegiance. The truth is, Pepsi never produced such a can. In fact, this is a hoax that has been circulating on the Internet for more than nine years. A patriotic package used in 2001 by Dr Pepper (which is not a part of PepsiCo) was inappropriately linked to Pepsi. Thanks for giving us the chance to clarify the situation and please feel free to share this message with anyone else who may have received the erroneous email.”

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Sources Sources
• • • • • • • • • http://smallbusiness.chron.com/internet-impacted-businesses-321.html http://www.trureview.com/blog/2013/07/online-reviews-directly-impact-consumer-action-in-2013/ http://www.nielsen.com/us/en/insights/news/2009/global-advertising-consumers-trust-real-friendsand-virtual-strangers-the-most.html http://www.targetmarketingmag.com/article/4-social-marketing-strategies-facebook-twitter-googlelinkedin/1 http://www.pepsico.com/Brands/BrandExplorer#top-global http://arstechnica.com/civis/viewtopic.php?f=24&t=1214355 http://csrworld.net/pepsico%E2%80%93corporate-social-responsibility.asp http://wafflesatnoon.com/rumor-pepsi-omitting-under-god-from-patriotic-cans/ http://www.ncbi.nlm.nih.gov/pmc/articles/PMC3679479/ – Adapted from: Bray GA, Nielsen SJ, Popkin BM. Consumption of high-fructose corn syrup in beverages may play a role in the epidemic of obesity. Am J Clin Nutr 2004; 79: 537–543. http://drhyman.com/blog/2011/05/13/5-reasons-high-fructose-corn-syrup-will-kill-you/ – (i) Dufault, R., LeBlanc, B., Schnoll, R. et al. 2009. Mercury from chlor-alkali plants: Measured concentrations in food product sugar. Environ Health. 26(8):2. – (ii) Bray, G.A., Nielsen, S.J., and B.M. Popkin. 2004. Consumption of high-fructose corn syrup in beverages may play a role in the epidemic of obesity. Am J Clin Nutr. 79(4):537-43. Review.
Matt Reynolds - Ellyn Weston - Jill Butterweck 12



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