PEPSICO

STAKEHOLDER ENGAGEMENT AND MARKETING IN PEPSICO

By Dr Kennedy Amadi

1.Introduction.

The Marketing strategy is a long-term prospective approach to planning with the ultimate goal to gain a
sustainable competitive advantage. Each company, regardless of its size, must have defined objectives in
order to develop the business. These objectives will help the company to remain in the growing
competitive market and also to increase sales. The marketing strategy is only the key to define your goals
so that you can direct your efforts in the right direction. A well-defined strategy should not it will only
help you achieve your goals, but it will also help you achieve your clients ' goals and expectations.

A marketing strategy usually consists of a few pre-determined points for your institution. Most important
the organization's short-and long-term objectives. It is followed by an analysis of the organization plans to
establish its activity. For a service-based industry for relevant customers and expanding customer
dominance is of the utmost importance. In addition, make a SWOT (strengths, weaknesses) , analysis of
services provided or products sold will help the organization to analyze its environment. A successful
marketing strategy will create a win-win situation for the customer and the organization. It goes without
saying that customer satisfaction will in turn increase the value of the organization's brand and create an
advantage on the contender. It helps to create a realistic approach plan that defines the methods to achieve
the objectives set. The company can look for ways to implement the plans to make the process very
efficient once the strategy and plans are ready.

Most successful commercial establishments make optimal use of stakeholder engagement marketing
strategy to increase benefit. The beverage industry accounts for a significant share of total sales, both
domestic and international, worldwide. With the continuous and dynamic demand for various drinks,
having an exact marketing strategy is quite important for the beverage industries. An example for such
successful implementation of the marketing strategy is PepsiCo. Contributes to the highest sale of soft
drinks worldwide.

In 1965, Donald Kendall, the CEO of Pepsi-Cola, and Herman Lay, the CEO of Frito-Lay, recognized
what ignorance "a marriage made in heaven", a single company that delivers perfectly salted snacks
served alongside the favorite cola on Earth. His vision led to what quickly became one of the largest food
and beverage companies in the world: PepsiCo.(PepsiCo,2019)
Operating in more than 200 countries, PepsiCo, the parent company of Pepsi, has been the leading
company in the food and beverage industry with over 100 years of experience in the market.
Pepsi is a mass market product that uses undifferentiated target strategies to compete and increase sales.
In the non-alcoholic beverages market, Pepsi Cola has positioned itself as a young, dynamic and
passionate brand that challenges conventional things. This is explained by Bhasin, H (2019)
According to Bailey,S(2019) ,Pepsi-Cola Company manufactures Pepsi-Cola, Pepsi Diet and Mountain
Dew. Frits-Lay products include corn fries, Lay fries, Cheetos with cheese, fries and rolls of gold.
PepsiCo was expanded with The acquisition of Tropicana in 1998 and merger with Quaker Oats in 2001.

According to Forbes (2019) PepsiCo is a food and beverage manufacturer specializing in snacks and soft
drinks. One of PepsiCo's main competitors in the beverage industry is Coca-Cola (KO). Other
competitors in the area of basic necessities are Dr Pepper Snapple Group( DPS), Coca-Cola Enterprises
(CCE) and Reed.
PepsiCo, Inc. is overtaking the Coca-Cola Company on Wall Street. PepsiCo's shares have gained 2.95%
in the last two years and 30.6% in the last five years, compared to -1.45% and 9.25% for Coca-Cola.
(Mourdoukoutas, P.2018).

II. IMPACT OF PEPSICOLA STAKEHOLDER ON CHANGE PROJECT.

1.1 Stakeholders
A stakeholder is an individual, group or organization who is impacted by the outcome of a project. They
have an interest in the success of the project, and can be within or outside the organization that is
sponsoring the project. Stakeholders can have a positive or negative influence on the project.
As explained by Landau, P. (2017), stakeholder is a person, group or organization that is affected in the
outcome of a project. They are interested in the success of the project and may or may not be a member of
the sponsoring organization.
PepsiCo's fast for responding to stakeholder interests is integrated into the company's global citizenship
policy, which serves as the leading fast CTI for Corporate Social Responsibility
(CSR).(Greenspan,R.2017)
1.2 Mendelow Matrix:
This is based on power and interest allows us to determine which stakeholders are incredibly important,
with a high power and interest that we would have to lead closely, investing a lot of time and resources.
For example, your boss is likely to have the power to influence your work and also a great interest in
whether it is a success, technical or external organization. It is a priority to keep these stakeholders in
close contact and to keep them informed on an almost daily basis. However, stakeholders with low power
and interest (e.g. local community or media) need to be monitored and a minimum of effort made in terms
of time and money. The other two quadrants identify those stakeholders who need to be satisfied (high
power, low interest)

a.High power, very interested people (close driving): seeks to involve these people, make the best
efforts to satisfy them.
As stakeholders, investors are interested in PepsiCo's higher financial return. shareholders significantly
affect the company through the availability and cost of capital. PepsiCo believes that its focus on
consumers / customers, communities and employees contributes to optimal financial
performance(Greenspan,R.2017)
While the industry is oriented towards a cleaner label and healthier choices, PepsicCo continues to
develop its portfolio of brands, good that at a much slower pace than that of many players, in an effort to
find growth and avoid stagnation.
This year, PepsiCo had a low yield due to its inability to stop the bleeding from its North American
drinks. Its main products under the brand Pepsi which have lost a significant share, while niche brands
like KeVita - which has increased by 50% in sales to the first quarter-are not yet quite large to help
PepsiCo return to growth. To remedy this situation, the company has increased its spending in the media
to support its tail products, but warns that the effects of increased investment could take several
neighborhoods to show ( Fitzpatrick, A 2018) .
As emphasized by Fitzpatrick, A. (2018) this pivot was dictated by changing consumer tastes. Over the
years, PepsiCo has diversified to offer healthy non-carbonated drinks, snacks, sauces and juices in
response to the move away from sweetened carbonated drinks and artificial ingredients by younger
consumers. Today, about half of the volume of PepsiCo's drink is generated by low-calorie or zero-calorie
drinks. The consumer giant now divides its portfolio into three main product categories: "Fun For You",
"better for you" and "good for you", with healthier products making up almost half of its current portfolio.
In a lawsuit filed Tuesday, the Center for science In the public interest (CSPI), a consumer advocacy
group, said that PepsiCo deceived consumers by marketing their naked drinks as
healthier than they really are. In addition, CSPI claims that naked juices deceive customers by making
them believe that drinks are full of super nutrients while the dominant ingredients are "cheap and nutrient-
poor"juices. Juice Kale Blazer, for example, is primarily Orange and apple juice, despite packaging and
marketing that focuses on green-leafy images.(Taylor, K.2016)
b.High power, less interested (stay satisfied): put enough work with these people to lose satisfied, but
not enough to get bored with your message.
According to Greenspan,R (2017),Governments are important for imposing rules and requirements in
PepsiCo's business. This group of stakeholders is interested in ensuring that companies comply with the
rules. The global legal team and PepsiCo's public relations team address government issues.
As stated by O’Driscoll,S(2007),A former employee has stated that Pepsi misclassified a huge amounts of
poorly concentrates imported from its plant in Little Island, Cork, to avoid $ 100 million in U.S. taxes.
Judge Charles Brieant rejected Pepsi's motion for the case to be dismissed after reviewing the allegations
made by former Pepsi distribution analyst Scott Winslow.
Mr. Winslow is accepting the case under the act of False allegations of the united States that allows
alleged complainants to take a case on behalf of the government of the united States if the government has
lost money due to fraud.
c.Low power, very interested people (stay informed): inform these people properly and talk to them to
make sure that no major problems arise. These hearings can also identify areas that could have been
improved or overlooked.
PepsiCo believes that human resources are important determinants of the company's long-term growth.
This group of stakeholders is interested in professional development and fair compensation.
Workers from At least five PepsiCo bottling plants in China are taking part in protests against an
acquisition agreement.
Tingyi degh-who operates noodle snapshot and Master Kong brand drinks in China-entered into an
agreement with PepsiCo earlier this month.
One worker who took part in the action stated that BBC staff were "taking leave together" to defend their
legal rights.
PepsiCo spokeswoman said that their contracts would be honoured.
In a brief statement, a Pepsi spokeswoman in Beijing said: "PepsiCo is a responsible employer. We have
high commitments on our staffers' rights."
"We are holding positive communications with our employees."(BBC,2011)

d. Low power, less interested people (Monitor): do not take these interest groups with excessive
communication, see if their level of interest or power changes.(Oxford College of Marketing ,2019)
According to Reuters (2014), PepsiCo, pledged to take steps to stop illegal land confiscations by suppliers
of raw materials such as sugar and palm oil, as it seeks to improve social and environmental standards.
PepsiCo said in a statement that it had worked with Oxfam and other outside experts on a new policy to
prevent suppliers from moving legitimate owners.

III. STAKEHOLDER ENGAGEMENT PLAN.

2.1 PepsiCo Engagement.
According to PepsiCo (2018),PepsiCo appreciates the views of its stakeholders, including customers,
consumers, shareholders, employees and a wide range of organisations, and the contribution they receive
is a cornerstone of the way in which they have developed, implemented and evolved their performance
for the calendar year 2025 (PWP).
Commitments
These commitments help PepsiCo better understand the new challenges of sustainable development,
better focus its efforts and help PepsiCo create value for its company and society. PepsiCo uses a variety
of mechanisms to gather feedback from its stakeholders, including bilateral meetings and participation in
stakeholder networks, outreach programs, webinars and partnerships on a wide range of topics. It is
important to work with a wide range of stakeholders, including organizations that criticize their activities,
to understand and respond to their concerns.
Meetings
Throughout 2017, members of their management team met with a significant number of their
shareholders and other stakeholders to discuss their PWP 2025 program, which provides a dynamic
framework to meet the demands of a rapidly changing business environment, while meeting the priorities
of their stakeholders.
The organization asked for feedback on where PepsiCo can make the most impact and how it can be
supported through strong corporate governance and management practices. While stakeholder
perspectives varied, there were some consistent issues. In particular, stakeholders emphasized that
PepsiCo-as a world-leading company-should use its strengths in collaboration with others to help reshape
social and environmental systems for the benefit of society and PepsiCo's business.
PepsiCo believes it can have a greater impact on a good number of these issues by working with
governments, non-governmental organizations, communities and businesses to make progress. As
explained by PepsiCo(2018),the organization participates in a wide range of initiatives that focus on some
of its key issues, including:
Nutrition labeling: PepsiCo collaborates with the International Choices Foundation.The choices program
is a multi-stakeholder initiative to develop an interpretive nutrition logo to help consumers easily choose
nutritious foods and help the industry improve its products. For example, it is working with the
Government of Singapore to put a healthier nutritional logo on the appropriate products in its portfolio in
this market.
Climate Change: PepsiCo is a founding member of Climate Leadership.The council is calling for a
consensual solution on climate-including a carbon tax that is gradually increasing and has no effect on
incomes-that aims to declare our environment.
Human rights: following the reactions of several stakeholders, including the Interfaith Center for
corporate responsibility (ICCR), it plays an active role in the initiative of the Consumer Goods Forum to
fight forced labour through its Social Sustainability Committee. With the publication of the principles of
the industry priority on forced labour, the Social Sustainability Committee aims to encourage global
collaboration between retailers and manufacturers to identify and address the major social sustainability
issues for the industry, with an emphasis on ensuring that every worker has freedom of movement, you do
not have to pay for a job, and you must not be indebted or coerced to work.
Packaging: PepsiCo is a partner in the New Plastic Economy initiative and the Trash Free Seas Alliance.
Through these commitments, collaborates with a wide range of stakeholders working together to develop
sustainable packaging worldwide, including improving recycling systems designed to ensure that our
packaging.
Understanding PepsiCo's goals
Quickly develop an integral part of the influence on participation and a program that:
Enhance PepsiCo's credibility and resonance in the short and long term
Educate and increase understanding of PepsiCo's position on key issues
Ensure that the current and past perception of PepsiCo's trajectory is validated and amplified
This program will deliver on PepsiCo's strategic objectives (Loving,A.2012)
Engaging Students:
PepsiCo recycling Rally program aims to involve K-12 students in resource recovery and proper disposal.
The free program allows elementary, middle and secondary schools to connect to each other, access
educational tools and be rewarded for recycling. Participating schools earn points by tracking their
recycling rates-which they can exchange for rally recycling materials, including school supplies such as
lunch boxes. Schools also register to win PepsiCo cash Prizes.
The company launched the recycling rally in 2010 and now has thousands of students across the country.
Nearly 4,000 schools have recycled more than 90 million boxes and bottles over the past eight years, and
PepsiCo has awarded more than $ 1 million in prizes and incentives.
In the final phase of the program, PepsiCo launched more than 250 free online resources to help teachers
raise their students ' awareness of recycling. The new recycle Rally resource library includes Deford plans
and games, kick-off event guides, televisions and recycling units, as well as printable document templates
to spread the word. The resources are also designed to help teachers and rojas recruit staff to participate in
their retraining efforts.
“Resources aimed at helping schools recycle more should be available to all teachers, faculty, students
and staff,” Tom Mooradian, manager of environmental sustainability at PepsiCo, told TriplePundit.
“Through Recycle Rally, PepsiCo is proud to equip schools with educational resources that are easy and
free to use, helping to drive meaningful change within their communities.”(Mazzoni,M.2018)

2.0.B Methods Used To Measure Stakeholder Perception.

a.Accountability:
Large companies like PepsiCo publish a lot of documentation detailing their progress towards
sustainability goals and aspirations. Companies record information and can be held accountable, and that
can only be a good thing, but they know that they cannot expect consumers in general to go through long
sustainability relationships.
However, there is a growing perception that consumers are interested in learning more, and effective
communication of sustainability values and performance to the public has become a critical challenge.
"One of the things we're still learning is commitment to consumers," says Dan Bena, Senior Director of
Sustainable Development at PepsiCo. "More than a billion times a day, someone eats or drinks a Pepsi
product in the world. It is an incredible opportunity to engage these consumers in a cause, whether it is
large-scale sustainable development, health and safety, or water."
PepsiCo's latest innovation in response to this challenge is the launch of its how will we
(www.howwillwe.com) microsite, where the company shows sustainability initiatives and values that
inform your company.
The pounds its corporate sustainability report, 2014, the owner of Frito-Lay announced that its sustainable
development programs have reached US $ 375 million since setting its goals in
2010, " demonstrating that investments in sustainable development are mutually beneficial to business
and society."
b.Demonstrating sustainability:
Showing investors that sustainability is good for business remains an essential element of rapid
sustainability. It is equally essential to demonstrate to consumers the values of sustainability, but buyers –
unless they are also investors-will not be motivated by the fact that sustainability is good for the end
result. You will be interested in the broader benefits that PepsiCo's sustainability initiatives bring and the
assurance that the company is not doing harm. While the expectations of a wide range of stakeholders,
investors and consumers are met, it could be said that they exceed others, and of these two groups, it
could be postulated that consumers are ultimately the most important group.
This would certainly be the case if it could be determined that each consumer made their purchasing
decisions based on the company's sustainability criteria, but it certainly is not. Indeed, there is a strong
parallelism with the investor community, namely that consumers represent a wide range of sustainability
commitments, awareness and concerns.(Cooper,B.2015)
c.Innovating More Nutritious Options
PepsiCo and other food and beverage companies need to increase their supply of nutritional options to
address non-communicable disease risk factors and take advantage of consumer demand for nutritious
products.
PepsiCo's goal is to reduce the amount of ORL, sodium and added sugars in its products.
d.Consumer Information
Consumers want more transparency about what they eat. In addition, governments and public health
advocates are calling on PepsiCo and other food and beverage multinationals to provide more information
to consumers so that they can make decisions about what they consume and how it fits into their diet.
e.Access to Affordable Nutrition
While the world is facing increasing rates of obesity, malnutrition, hunger and access to nutrition, global
challenges remain.
As part of the PWP 2025 program, we intend to provide access to at least 3 billion nutritious food and
beverage songs to marginalized communities and consumers, a goal we are actively
pursuing.(Cooper,B.2015)

III. STAKEHOLDER COMMUNICATION.

3.1 Prioritization and medium
One of the important factors to take into account will always be the level of investment and time that each
medium demands. The gold standard for communication excellence will always be two people, face to
face, communicating in the same language, in which they are both completely fl uent. However, not only
is this not always possible, but it is not always desirable. It is time-consuming, and this investment of time
may not always be warranted by the message concerned or the importance of a stakeholder to your
project. Other forms of communication will be a necessary part of your strategy.
One of the important factors to be taken into consideration will always be the level of investment and time
that each medium requires. The standard for excellence in communication will always be two people, face
to face, communicate in the same language, in which both are completely fluent, this is not always
possible. It is a long time, and this reversal of time may not it is always justified by the message in
question, or the importance of a party interested in your project. Other forms of communication necessary
part of your plan .
3.2 Stakeholder Pyramid.
The "‘stakeholder pyramid’ shows how PepsiCo is likely to change its rapid engagement and
communication that it can pass from the few very important stakeholders to the many minor stakeholders.
In the modern era, successful stakeholder engagement managers are increasingly making use of social
networks and web technologies, and these are working really well for many of them.(Clayto,M.2014)
Partner
PepsiCo Inc. (PEP) has partnered with various entities to boost the sales of their food and beverage
companies. The company has successfully expanded its presence in the food service industry through
strategic alliances such as the successful relationship with Taco Bell, a restaurant chain in the United
States. PepsiCo also has significant agreements with sports organizations such as the National Football
League and Major League Baseball.(Market realist,2019)
Collaborate
“ …We have a team of roughly 200 e-commerce professionals supporting our businesses to capture
growth in the rapidly emerging e-commerce channels,” said Indra Nooyi, chairman and chief executive
officer of PepsiCo, Inc., during an Oct. 4 conference call to discuss the company’s third-quarter results.
“It’s made up of seasoned e-commerce and tech professionals, combined with our best entrepreneurial
talent from within PepsiCo.”
She added that the department is run “more like a tech company” and the company continues to fortify
and enhance its full suite of capabilities to improve its performance in the e-commerce channel.
“Importantly, we’re increasingly collaborating with our retail customers to make our e-commerce
capabilities yet another point of differentiation in our value-added relationships with them,” Ms. Nooyi
said. “For example, using big data and predictive analytics to shape real-time marketing messages,
dynamic merchandising and tailored offers. Our team is enabling us to drive greater purchase
instrumentality and higher basket size for our customers on-line.”
Involve /Engage
‘At PepsiCo, we recognize that supporting diversity and commitment is not only the right thing to do, it is
the right thing to do for our business. This commitment is linked to our values and philosophy of winning
with a vision of the object, which recognizes that our society is stronger when we are a business
opportunity that encompasses all of humanity. This means both creating a more diverse and inclusive
workplace and promoting what we call courageous engagement in our business and the communities we
serve.’
Inform
According to PepisCo(2019),One of the greatest challenges facing businesses today is to attract, develop
and retain talented leaders. PepsiCo's goal is to engage creative and employees who can drive success in
the short term, while fostering the growth of the next generation of leaders whose skills, experiences and
understanding of new technologies will help drive our long-term success.
4.0. Stakeholder Resistance to change.
4.1 Change Resistance
Resistance to change is the tendency of something to resist transformation even when a surprisingly large
amount of force is applied. .(Thwink,2014)
The Onion Model of Resistance
This model was developed by Clayton ,M(2013) and it contains the following elements:
I don’t understand why we have to change
Resistance is often caused by not recognizing the need for change. Members of organizations are
generally only aware of the pressures that affect them directly, which leads them to say, "we really need
to change this."But there are other pressures for change, so it is natural for them to question what they see
as unnecessary change.
Deal with this form of resistance, showing why change is necessary
PepsiCo makes extensive use of print and media advertising as a traditional means of conveying the
marketing message to the target customer segment.As Dudovsky J (2016) explained, PepsiCo advertising
in the press and media sometimes contains comparative campaigns aimed at damaging the brand image of
its main competitor, The Coca Cola Company. For example," an advertisement shows a happy Pepsi
drinker mocking a buyer's Coke saying, " you still have the polar bear."so make fun of Coca Cola in the
Polar Bear Christmas campaign. 6USSR Page | 17 516939
I don’t understand why this change
Even when people see the need for change, they also need to understand why you chose the answer you
have. You-or another manager-have been the subject of a series of inquiries and decisions to choose your
answer, but others have been excluded from this process and naturally question whether there is a better
way to proceed.
Deal with this form of resistance, showing why your answer is the most appropriate.
According to Morse, M (2017),On 20 June 2017, PepsiCo announced the relocation of its production of
snacks from Vicente in Buenos Aires to a factory in Mar del Plata, a city located more than 250 miles
south of the Argentine capital. 691 employees came to work to find a sign at the closed entrance
announcing the relocation of the plant, in which only 155 of them would be offered jobs at the new site.
In the days that followed, workers voted in committees to take control of the plant, blocking the entrance
to the plant and demanding their jobs instead of the compensation offered by PepsiCo.
I don’t like this change
In times of change, people often focus on what they will lose, giving more weight than a profit. This
"aversion to loss" is a powerful resistance factor, even though objectively the loss is small and the benefit
is great. People are also bound when objectively the loss to them outweighs the benefit, but here there is
nothing they can do but recognize, understand and support their colleague.
PepsiCo's putting some of his intranet upside down...and that's a good thing.
By making available to the public articles from internal newsletters selected for external publication,
Pepsi provides employees with the opportunity to share something unique about where they work on their
social networks.
In a 2010 survey of PepsiCo employees,more than 55% said their friends and family were asking
questions about PepsiCo or its products, and more than half said they would like PepsiCo to provide them
with information to Share via social media. This led to a program to educate employees about what they
can and cannot share and the questions they can answer on social media, rather than refer them to
PepsiCo's official channels of communication.(Carr,D.2012)
I don’t like change
Change is a part of the life we all live, but some have greater tolerance than others. Those who think they
do not like change focus again on what they fear to lose, or simply on the fear that they will not be able to
cope.
Tackle this form of resistance by providing support to help employees overcome their fears and succeed
in the new environment.
I don’t like you
It is rarely as personal as it seems. In times of change, people go after who they can, as a way to
overcome old frustrations and grievances, because the stress of change will add to the pressures being
exerted.
Accept a small part of this only and address this as the inappropriate behavior it is. Use assertive behavior
and your other skills to deal with behavior that is difficult to deal with in the first place. If sometimes this
is not enough, use your organization's official procedures.
The workers of various factories of Pepsi across China went on strike 5 March 2014 in protest against the
management's plans for large layoffs, wage cuts and reduction of benefits. The workers wore banners in
the factories, saying, " No to illegal dismissals! We demand jobs! We need to live! We have a family to
feed!” ( China Labour Bulletin .2014)

Conclusion:
Stakeholders are very important contributors in the achievement of organizations success. The
organization should consider all the stakeholders in decisions concerning a change in projects because this
affects them. This shows the benefits of stakeholder engagement. For example when PepsiCo was
introducing the new drink, did it really engage the stakeholders especially the customers? Not
extensibly.Without proper stakeholder engagement there will be resistance to the introduced change and
this will lead to employee’s strikes as witnessed at PepsiCo. The organizations should come up with the
most desirable methods to manage resistance such as using the Onion model by Mike Clayton. This
enables them to understand the reason for resistance and therefore identify the correct remedy for the
same.
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