Can Pepsi Regain Its Fizz?
When Indra Nooyi took the reins at PepsiCo five years ago, she shifted focus onto promoting healthier products. The company has showed overall growth under Nooyi’s leadership, but — with the U.S. carbonated drinks industry as a whole struggling — Pepsi’s flagship cola has suffered a particularly tough time.
PepsiCo’s stock has risen 2 percent since Indian-born Nooyi took charge, compared to Coca-Cola’s leap of 50 percent. However, it is the fortunes of the struggling Pepsi-Cola brand that have really raised eyebrows. The soft drink is now in third place behind Coca-Cola and Diet Coke. Under pressure from key investors who are unhappy with the company’s direction, Nooyi now appears to be backpedaling. Having made acquisitions in the nutrition market and set goals of tripling sales in that area to US$30 billion by 2020, she has been forced to refocus on PepsiCo’s core products.
US$600 million has been invested in marketing, and an additional US$100 million on display racks and new delivery routes. Nooyi has said that benefits of these outlays will be seen later this year. Further exposure came in the form of a return to Superbowl commercials after a two-year hiatus. There was also a US$60 million deal with “The X Factor” to match Coke’s sponsorship of “American Idol.” Meanwhile, thousands of jobs have been slashed, with spokesman Peter Land implying more cuts could follow.
百事重返往日榮耀？
英卓娃‧努伊五年前接掌百事公司時，便將焦點轉向推廣較健康的產品。百事在努伊的領導下展現整體性的成長，但由於美國碳酸飲料產業整體陷入掙扎，百事的旗艦可樂產品也遭逢特別艱困的時期。
出生於印度的努伊接掌公司後，百事的股價上漲了 2%，相較之下可口可樂卻躍升了 50%。不過，真正令人驚訝的是百事可樂這個載浮載沉的品牌所面臨的命運。這款軟性飲料目前市佔率排名第三，落在可口可樂與健怡可樂之後。在主要投資人不滿公司營運方向的壓力下，努伊此刻似乎已開始改變做法。在營養市場裡完成數筆收購案，並訂下目標要在二○二○年前讓該領域的銷量成長三倍達到三百億美元後，努伊被迫得把重心重放在百事的核心產品
百事已在行銷方面投資六億美元，也在展示架與新運送路線方面另外挹注了一億美元。努伊表示，這些花費的效益將在今年下半年顯現。在超級盃廣告中缺席兩年後，百事於今年重返爭取進一步的曝光機會。還有和《X 音素》節目簽訂的六千萬美元合約，要和可口可樂贊助的《美國偶像》互別苗頭。同時，數千名職員遭裁撤，發言人彼得‧蘭德暗示後續可能有更多的裁減行動。
資料來源：biz 互動英語電子報
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