PEPSICO

In 2010,PepsiCo was the world's fourth-largest food and beverage company, with 2009 sales of about
$43 billion. The company's brands were sold in more than 200 countries and included such well-nown
names as Lay's, Tostitos, Cheetos, Mountain Dew, Pepsi, Doritos, Lipton Iced Tea, Tropicana,
Aquafina, SoBe, Gatorade, Quaker, and Cracker Jack. The company held commanding market shares
in many of the food and beverage categories where it competed.
In 2009, it was the number one seller of beverages in the United States and its Frito-Lay division was
four times as large as the next largest seller of snacks in the United States. PepsiCo had upset CocaCola to become the largest seller of beverages in the United States, not by selling more carbonated
soft drinks than Coke (Coca-Cola was the largest seller of carbonated soft drinks in 2009), but by
leading in most other beverage categories. For example, Aquafina was the best-selling brand of water
in the United States, Frappuccino was the number one brand of ready-to-drink coffee, Tropicana was
ranked first in orange juice sales, and Gatorade held a commanding lead in sports drinks. The
company's strength in noncarbonated beverages made it the world's largest seller of alternative
beverages, with a global market share in 2009 of 26.5 percent. PepsiCo held more than a 2-to-l
worldwide marketshare lead over industry runner-up, Coca-Cola, which had a global market share in
alternative beverages of 11.5 percent in 2009.
However, PepsiCo's greatest strength was in the United States, where it held a 47.8 percent share of
the total alternative beverage market in 2009. PepsiCo's best-selling alternative beverages included
Gatorade (which held a 75 percent share of the $1.57 billion U.S. sports drink market), Propel, SoBe
Lifewater, and Amp Energy. PepsiCo produced 12 flavors of Amp Energy drinks and two flavors of
No Fear energy drinks. Its SoBe brand included both energy drinks and vitamin-enhanced drinks. In
2010, PepsiCo bottled and marketed 2 varieties of SoBeAdrenaline Rush energy drinks and 28
varieties of SoBe vitamin- enhanced beverages. PepsiCo also marketed a line of DoubleShot Energy
drinks that complemented its Starbucks Frappuccino drink line.
The company expanded its lineup of alternative drinks in 2009 with the launch of Charge, a lemonlavored energy drink containing L-carnitine; Rebuild, a black tea drink fortified with amino acids and
antioxidants; Defend, a drink fortified with antioxidants and betaalanine; and Bloodshot, a juice drink
containing containing 150 percent of the daily recommended dosage of vitamins Band C. The
company also had a multiyear distribution agreement with Rockstar to distribute Rockstar energy
drinks in the United States and Canada. A summary of PepsiCo's financial performance between 2007
and 2009 is presented in Exhibit 11.
Pada tahun 2010, PepsiCo adalah perusahaan makanan dan minuman terbesar keempat di dunia,
dengan penjualan 2009 dari sekitar $ 43 miliar. Merek perusahaan yang dijual di lebih dari 200 negara
dan termasuk nama-nama yang nown sebagai Lay itu, Tostitos, Cheetos, Mountain Dew, Pepsi,
Doritos, Lipton Iced Tea, Tropicana, Aquafina, SoBe, Gatorade, Quaker, dan Cracker Jack.
Perusahaan mengadakan memimpin pangsa pasar di banyak kategori makanan dan minuman di mana
ia berkompetisi.
Pada tahun 2009, itu adalah nomor satu penjual minuman di Amerika Serikat dan divisi Frito-Lay
adalah empat kali lebih besar penjual terbesar berikutnya makanan ringan di Amerika Serikat.
PepsiCo telah marah Coca-Cola untuk menjadi penjual terbesar minuman di Amerika Serikat, tidak
dengan menjual minuman ringan berkarbonasi lebih dari Coke (Coca-Cola adalah penjual terbesar
dari minuman ringan berkarbonasi pada tahun 2009), tetapi dengan memimpin di sebagian besar
minuman lainnya kategori. Sebagai contoh, Aquafina adalah merek terlaris air di Amerika Serikat,
Frappuccino adalah nomor satu merek siap minum kopi, Tropicana menduduki peringkat pertama
dalam penjualan jus jeruk, dan Gatorade mengadakan memimpin dalam minuman olahraga. Kekuatan
perusahaan dalam minuman noncarbonated membuat penjual terbesar di dunia minuman alternatif,
dengan pangsa pasar global pada tahun 2009 dari 26,5 persen. PepsiCo diadakan lebih dari pangsa

pasar di seluruh dunia memimpin 2-to-l atas industri runner-up, Coca-Cola, yang memiliki pangsa
pasar global dalam minuman alternatif 11,5 persen pada tahun 2009.
Namun, kekuatan terbesar PepsiCo adalah di Amerika Serikat, di mana ia mengadakan pangsa 47,8
persen dari total pasar minuman alternatif pada tahun 2009. terlaris minuman alternatif PepsiCo
termasuk Gatorade (yang memegang saham 75 persen dari $ 1570000000 AS olahraga pasar minuman
), Propel, SoBe Lifewater, dan Amp Energi. PepsiCo menghasilkan 12 rasa minuman Amp Energi dan
dua rasa dari minuman energi No Fear. Merek SoBe yang termasuk baik minuman energi dan
minuman vitamin-ditingkatkan. Pada tahun 2010, PepsiCo botol dan dipasarkan 2 jenis minuman
energi SoBeAdrenaline Rush dan 28 varietas SoBe vitamin- ditingkatkan minuman. PepsiCo juga
dipasarkan garis minuman DoubleShot Energi yang dilengkapi lini minuman Starbucks Frappuccino.
Perusahaan memperluas jajaran minuman alternatif pada tahun 2009 dengan peluncuran Charge,
minuman energi rasa lemon yang mengandung L-karnitin; Rebuild, minuman teh hitam diperkaya
dengan asam amino dan antioksidan; Membela, minuman diperkaya dengan antioksidan dan beta
alanin; dan Bloodshot, minuman jus yang mengandung mengandung 150 persen dari dosis harian
yang direkomendasikan vitamin C. Band Perusahaan juga mengadakan perjanjian distribusi tahun
multi dengan Rockstar untuk mendistribusikan minuman energi Rockstar di Amerika Serikat dan
Kanada.

The Coca-Cola Company

The Coca-Cola Company was the world's leading manufacturer, marketer, and distributor of
nonalcoholic beverage concentrates, with 2009 revenues of nearly $31 billion and sales in more than
200 countries. The company was best known for Coca-Cola, which had been called the world's most
valuable brand. Along with the universal appeal of the Coca-Cola brand, Coca-Cola's vast global
distribution system-which included independent bottlers, bottlers partially owned by Coca-Cola, and
company-owned bottlers-made Coke an almost unstoppable international powerhouse. Coca-Cola,
Diet Coke, Fanta, and Sprite all ranked among the top five best-selling nonalcoholic beverages
worldwide in 2009.
The strength of the Coca-Cola brand also aided the company in gaining distribution for new
beverages. In the United States, Coca-Cola produced, marketed, and distributed Minute Maid orange
juice products, Dasani purified water, Powerade sports drinks, an assortment of energy drink brands,
Fuze vitamin-enhanced beverages, Nestea ready-to-drink teas, and glaceau vitaminwater. The
company also produced and sold country- and region-specific beverages such as Bonaqua sparkling
water in Europe, Georgia ready-to-drink coffee in Japan, and Hugo fruit and milk protein drinks in
Latin America.
Even though Coca-Cola was the worldwide leader in carbonated soft drink sales, it had struggled to
build market share in alternative beverages and trailed PepsiCo by a significant margin worldwide in
energy drinks, sports drinks, and vitamin-enhanced beverages. Asia was the only geographic market
where Coca-Cola's sales of alternative beverages exceeded the sales of PepsiCo's energy drinks,
sports drinks, and vitamin enhanced beverages. As of 2009, Coca-Cola had yet to gain strong demand
for its alternative beverages in Europe and, as a result, was not listed among the leading sellers of
alternative
beverages in that market. In the United States, Coca-Cola was the third-largest seller of alternative
beverages, with its combined sales of Powerade, Full Throttle, NOS, Rehab, TaB, and Vault energy
drinks; glaceau vitaminwater; and Fuze vitamin-enhanced drinks, falling just short of the sales of Red
Bull energy drinks.
Much of the company's efforts to build market share in 2009 and 2010 centered on new-product
development and the introduction of existing brands into new country markets. In 2009, Coca-Cola
introduced glaceau vitamin water in South Africa, France, South Korea, Japan, Belgium, Portugal,

Hong Kong, China, and Sweden; in that same year it also launched Cascal, a fermented fruit drink, in
the United States and Burn energy drink in India.
The company had introduced its newly developed Gladiator energy drink in Latin America in 2008.
Among Coca-Cola's greatest resources in the energy drink category was its multiyear distribution
agreement with Hansen Natural Corporation to distribute Hansen's Monster energy drink in parts of
the United States, Canada, and six European countries.
The Coca-Cola Company adalah produsen terkemuka di dunia, pemasar, dan distributor konsentrat
minuman non-alkohol, dengan 2009 pendapatan hampir $ 31000000000 dan penjualan di lebih dari
200 negara. Perusahaan ini terkenal karena Coca-Cola, yang telah dipanggil merek dunia yang paling
berharga. Seiring dengan daya tarik universal dari merek Coca-Cola, luas sistem distribusi global
yang Coca-Cola termasuk pembotolan independen, pembotolan sebagian dimiliki oleh Coca-Cola,
dan milik perusahaan pembotolan buatan Coke pembangkit tenaga listrik internasional hampir tak
terbendung. Coca-Cola, Diet Coke, Fanta, Sprite dan semua peringkat di antara lima terlaris minuman
non-alkohol di seluruh dunia pada tahun 2009.
Kekuatan merek Coca-Cola juga dibantu perusahaan dalam memperoleh distribusi untuk minuman
baru. Di Amerika Serikat, Coca-Cola diproduksi, dipasarkan, dan mendistribusikan produk Minute
Maid jus jeruk, air Dasani dimurnikan, Powerade minuman olahraga, bermacam-macam merek
minuman energi, Fuze minuman vitamin yang disempurnakan, Nestea siap minum teh, dan Glacau
vitaminwater. Perusahaan ini juga diproduksi dan dijual minuman negara dan wilayah-spesifik seperti
Bonaqua air mineral di Eropa, Georgia siap minum kopi di Jepang, dan Hugo buah dan minuman
protein susu di Amerika Latin.
Meskipun Coca-Cola adalah pemimpin dunia dalam penjualan minuman ringan berkarbonasi, telah
berjuang untuk membangun pangsa pasar di minuman alternatif dan membuntuti PepsiCo dengan
margin yang signifikan di seluruh dunia dalam minuman energi, minuman olahraga, dan minuman
vitamin-ditingkatkan. Asia adalah satu-satunya pasar geografis di mana penjualan Coca-Cola
minuman alternatif melebihi penjualan minuman PepsiCo energi, minuman olahraga, dan vitamin
ditingkatkan minuman. Pada 2009, Coca-Cola belum mendapatkan permintaan yang kuat untuk
minuman alternatif di Eropa dan, sebagai hasilnya, tidak terdaftar di antara penjual terkemuka
alternatif minuman di pasar tersebut. Di Amerika Serikat, Coca-Cola adalah penjual terbesar ketiga
minuman alternatif, dengan penjualan gabungan Powerade, Full Throttle, NOS, Rehab, tab, dan
minuman energi Vault; Glacau vitaminwater; dan Fuze vitamin ditingkatkan minuman, jatuh hanya
singkat dari penjualan minuman energi Red Bull.
Banyak upaya perusahaan untuk membangun pangsa pasar di tahun 2009 dan 2010 berpusat pada
pengembangan produk baru dan pengenalan merek yang ada ke pasar negara baru. Pada tahun 2009,
Coca-Cola memperkenalkan air vitamin Glacau di Afrika Selatan, Perancis, Korea Selatan, Jepang,
Belgia, Portugal, Hong Kong, Cina, dan Swedia; di tahun yang sama ia juga meluncurkan Cascal,
minuman buah fermentasi, di Amerika Serikat dan Burn minuman energi di India.
Perusahaan ini telah memperkenalkan baru dikembangkan Gladiator minuman energi di Amerika
Latin pada tahun 2008. sumber Coca-Cola terbesar dalam kategori minuman energi antara
kesepakatan distribusi multiyear dengan Hansen Natural Corporation untuk mendistribusikan Rakasa
minuman energi Hansen di bagian Amerika Serikat, Kanada , dan enam negara Eropa.