Relationship marketing

Pepsico Pakistan

Our Mission:
As one of the largest food and beverage companies in the world, our mission is to provide consumers around the world
with delicious, affordable, convenient and complementary foods and beverages from wholesome breakfasts to healthy
and fun daytime snacks and beverages to evening treats. We are committed to investing in our people, our company
and the communities where we operate to help position the company for long-term, sustainable growth.

Our Vision:
At PepsiCo, we aim to deliver top-tier financial performance over the long term by integrating sustainability into our
business strategy, leaving a positive imprint on society and the environment. We call this Performance with Purpose.
It starts with what we make— a wide range of foods and beverages from the indulgent to the more nutritious; extends
to how we make our products— conserving precious natural resources and fostering environmental responsibility in
and beyond our operations; and considers those who make them— striving to support communities where we work
and the careers of generations of talented PepsiCo employees.

Products:
We will continue to refine our food and beverage choices to meet changing consumer needs by reducing added sugars,
saturated fat and salt, and by developing a broader portfolio of product choices, reaching more underserved
communities and consumers.

Planet:
We will reduce our environmental impact while growing our business and helping to meet the food, beverage and
natural resource needs of our changing world.

People:
We will advance respect for human rights, promote diversity and engagement, and spur social and economic
development in communities around the world.

Global Code of Conduct

At PepsiCo, we believe acting ethically and responsibly is not only the right thing to do, but also the right thing to do
for our business.
Our PepsiCo Global Code of Conduct (our "Code") has been revised effective October 1, 2012 to address changing
laws that impact our business. It is designed to provide our employees with specific guidance.
All PepsiCo employees are expected to embrace the principles of our Code and:

 show respect in the workplace;

 act with integrity in the marketplace;
 ensure ethics in our business activities; and
  perform work responsibly for our shareholders.

Our Code remains our roadmap and compass for doing business the right way.

Beverages
Pepsi
Sting
Aquafina
Marinda
7 up

Foods
Lays
Kurkure
Cheetos
Relationship with Key Participants within Each Market Domain
1. Customer Domain: -

pepsico How to Build Relationship with Distributors (Intermediately Customers)?

Direct store delivery

, PepsiCo conveys items straightforwardly to retail locations. Of the three channels, DSD empowers PepsiCo to
stock with greatest perceivability. It’s more reasonable for items that are restocked regularly and are touchy to
advancements and showcasing.

Third-party distributor systems

PepsiCo appropriates nourishment and drink items to eateries, organizations, schools, and stadiums
through outsider sustenance administration and distributing merchants and administrators.

How to Build Relationship with Retailers (Intermediately Customers)?

 Pepsico Give promotions and discount to your retailer for the purchases of bulk supplies.
 Pepsico give a freezer and board to retailer as per the demand
 Pepsico giving a percentage to retailer
 Some time giving a stock to retailer on credit basic

How to Build Relationship with End Buyers (Ultimate Customers),

 Pepsico Take a survey from customer about each and every product pepsico have own feedback
system
 Pepsico the using social media pepsico have own facebook page Instagram and other social media
tools
 Arrange different time of seminar for the actual customer.
2. pepsico Suppliers and Alliance Domain
How to Build Relationship with Goods Supplier?
 Pepsico Talk to your suppliers regularly about the of Market.
 Pepsico Meet your suppliers in personal, invite them on Your events Because a strong personal
relationship with result in a stronger professional relationship.
 Be prepared to review and renegotiate the terms of trade with your suppliers from time-to-time.

Q.3 How to Build Relationship with Supply Suppliers including utilities, Facilitators?

PepsiCo is committed to purchasing from a supplier base representative of our employees, consumers, retail
customers and communities. Developing partnerships with diverse suppliers helps us build the world-class supplier
base we need. It creates mutually beneficial relationships that expand PepsiCo's sphere of activity. It helps build
community infrastructure by providing employment, training, role models, buying from other minority and women-
owned businesses and supporting community organizations

Q.4 How to Build Relationship with Third party Logistics?

Peosico Involve the third-party logistic Partner the riaz brother. iaz Bottlers (PVT) Limited (RBL)
incorporated in Pakistan as a private limited com

RBL is the franchise holder of Pepsi Cola International with seven brands. Like PEPSI, PEPSI MAX,
7UP, MIRINDA and MOUNTAIN DEW etc. They have recently launched Aquafina and are in process of
moving RBL has different management departments dealing with specialized Marketing, HR, IT and
Supply Chain Processes. owards some other products.

3. pepsico Internal Market Domain

How to Build Relationship with Employees?

4 Ways PepsiCo’s CEO Energizes (and Retains) Her Employees

 Acknowledge employees—and their families—in creative, personal ways

Give employees a clear, explicit purpose

Let employees have more autonomy and influence within the company

Make sure employees can “bring their whole selves to work” with inclusive benefits and opportunity
  Pepsico Appreciate our Employees
 Pepsici Respect our employees and their opinions. If any body who can who can say anything
wrong company listen carefully nobody feel neglected. Don’t be harsh on their face when you
disagree with them.

Your Talent. Our Stage

Awards

STUDENTS
Bring your courage, confidence and can-do attitude. We seek innovative doers and thinkers
with a global mindset who are ready to become leaders of the future. Explore exciting opportunities
across PepsiCo, and see what can happen when your talents meet our global stage.

 .

Q.2 How to Build Relationship with Functional Departments?

How to Build Relationship with Strategic Business Unit (SBU)?

We can build strong relationship with SBU by Communicating frequently with them, by Holding special
events with them, by Launching multicultural programs with them, by eliminating diversity
discrimination with their Employees and using Face to face technique for discussion & for solving
different barriers.

4. Referral Market Domain

Q.1 How to Build Relationship with Advertising Companies-Traditional Media, Social Media,
Publc customer
More than 500 people were involved in the planning and execution pepcico We faced the most
difficulty in deciding which bands to reach out to because the industry is so fragmented. We discovered
that multiple people share the copyright for a song and in order to avoid infringement issues, sorting
this out was extremely time-consuming

Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading
advertisers, agencies and brands worldwide, and include a critical summary which identifies key
strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's
leading brands and companies, including details of which advertising agency handles which accounts in
which countries for major market

 Use your current contacts as referrals for agency contacts.

 Open your doors to Advertising agency representatives to make them feel like they are part of
your organization.
 Stay in Touch with your Agency after you have done your work.
 Share and exchange helpful tips and tricks with your PR Companies
 Give great feedback on social media

5. Influence Market Domain

Competitors: PepsiCo is a food-and-beverage manufacturer that specializes in snack foods and soft drinks. One
of PepsiCo's main competitors in the beverages industry is Coca-Cola (KO). Other competitors in the consumer
staples sector include: Dr Pepper Snapple Group (DPS), Coca-Cola Enterprises (CCE),

Political stability in major economies

Improved intergovernmental cooperation s

Government initiatives against carbonated drinks (threat)

Climate change

Social/Sociocultural Factors Influencing PepsiCo’s Business Environment

Many of PepsiCo’s consumers follow sociocultural trends. This element of the PESTEL/PESTLE analysis
identifies the impact of social conditions and changes on companies’ remote or macro-environment. The
following are notable sociocultural external factors relevant to PepsiCo’s business:

Higher health consciousness (threat & opportunity)

 Increasing busy lifestyles (opportunity)

More discriminating attitudes about product quality (opportunity)

Higher health consciousness is a threat to PepsiCo because of concerns about the sugar, salt, and fat
content of its products. However, this external factor also presents the opportunity for the company to
improve its products to address such concerns. PepsiCo can also take advantage of the busy lifestyles of
consumers, especially in urbanized and industrializing markets around the world. People with these
lifestyles are more likely to purchase ready-to-eat food products like those of PepsiCo. The company has
the opportunity to continue enhancing product quality to maximize revenues, with regard to consumers’
increasingly discriminating attitudes about product quality. Based on this element of the PESTEL/PESTLE
analysis, PepsiCo must align its products and marketing strategies to changes in consumer behaviors.

Technological Factors in PepsiCo’s Business

PepsiCo’s business is partly dependent on technologies. The link between technological change and companies’
remote/macro-environment is examined in this element of the PESTEL/PESTLE analysis. The technological
external factors significant to PepsiCo are as follows:

1. Moderate R&D investments in the food and beverage industry (opportunity)

2. Improving knowledge management systems (opportunity)
3. Increasing automation in business (opportunity)

Based on moderate research and development (R&D) investments in the industry, PepsiCo can boost its own R&D
investments to improve its competency in this business aspect. Also, PepsiCo can exploit the benefits of knowledge
management systems to support its various business processes, such as product innovation and strategic decision-
making. In addition, an increase in the number of automated processes in the company can enhance business
performance. This element of the PESTEL/PESTLE analysis indicates that PepsiCo must include new technologies
as tools to improve business competitiveness.

Legal Factors in PepsiCo’s Industry

PepsiCo and its competitors are subject to legal requirements. Such requirements and regulations are evaluated in
this element of the PESTEL/PESTLE analysis in terms of their effect on the industry’s remote or macro-
environment. The legal external factors relevant to PepsiCo’s business are as follows:

1. Regulation on GMO ingredients (opportunity)

2. Health and product safety regulations (opportunity)
3. Moderate rate of regulatory change (opportunity)

Genetically modified organisms (GMOs) are now increasingly regulated worldwide, particularly in Europe. PepsiCo
has the opportunity to reduce its use of GMO ingredients to satisfy these regulations. Similarly, the company can
improve products to address regulations about product safety and health effects. The moderate rate of regulatory
change gives opportunity for PepsiCo to grow with the expectation that its current strategic decisions will satisfy
regulatory requirements in the long term. In this element of the PESTEL/PESTLE analysis, it is shown that PepsiCo
can focus on product innovation to comply with regulations
:

Q4: How to Build Relationship with Other Companies (Banks, Accounting Firms, Law Firms)?

 By providing accurate information to Banks, accounting firms and law firm. Check each one for
accuracy and provide an explanation for any unfavourable item.
 Send personalized birthday Eid wishes to all of your bank contacts can be effective for your
strong relations.
 Call regularly at least once a quarter. Share positive company news and update him or her on
changes in your projections.
6.Recruitment Market Domain: -
Q1: How to Build Relationship with Staffing Companies (Recruitment agencies)?