Instructions
Paper must follow APA Style! Can use different paragraph for each
question (Identify the question by stating a title that is meaningful to
each question before writing the body). Paper must include at least 10
APA style references in the reference list. Each reference needs to have
in text citation in the paper. References can be from scholarly sources
and may include video, websites etc also. The minimum word count for
this paper is 2000 words (can be more) without including the references.
Question:
What do marketers "market"? What do you understand by
"Holistic Marketing Concept"? Do you think PepsiCo has a
thorough understanding of "Holistic Marketing Concept"? Justify
your answer with examples preferably* from the first fifteen pages
of the attached PepsiCo's Annual Report (Attached). You must also
include theories/theoretical concepts etc. to support your examples.
You may use theories, theoretical concepts etc. from the text book,
journal articles etc. to help support your examples. Entire Annual Report
can be used as well
Rubric for Paper:
BOOK: http://socioline.ru/files/5/283/kotler_keller__marketing_management_14th_edition.pdf
Holistic Marketing Concept Information can be found in page 18 of the
book ^
GOOD
FOR
YOU
BETTER
FOR
YOU
>>>>>
FUN
FOR
YOU
// 2017 ANNUAL REPORT / PERFORMANCE WITH PURPOSE
Performing while Transforming
In 2017, PepsiCo continued to deliver strong performance and shareholder returns,
powered by our portfolio of Fun for You, Better for You and Good for You products.*
2.3%
organic revenue
growth1
$6.5B
cash returned to
shareholders through
dividends and
share repurchases
9%
core constant
currency EPS
growth1
The joint launch of MTN DEW ICE
and Doritos Blaze harnessed
the power of PepsiCo’s
complementary food and
beverage brands.
$7.3B
free cash
flow, excluding
certain items1
PepsiCo’s distinctive
black can Pepsi, with maximum
cola taste and zero sugar,
expanded to 35+ new markets
around the world in 2017.
Our selection of low- and
zero-calorie beverages and morenutritious foods continued to grow,
including Aqua Minerale Water+Juice,
new flavors of KeVita Master Brew
Kombucha, Quaker 3 Minutos
and Off the Eaten Path.
~$1B
annual savings
enabled by productivity
agenda
22.9%
core net
return on invested
capital (ROIC)1
Frito-Lay’s expanded Simply line
offers great-tasting
snacks with no artificial
flavors or colors.
1. Full-year reported net revenue increased 1.2%. Full-year reported EPS declined 23%. Full-year reported EPS results include a $2.5 billion provisional net tax expense ($1.70 per share) associated with the enactment of the
U.S. Tax Cuts and Jobs Act. Full-year cash flow from operating activities was $10 billion. Over the past five years, reported net revenue declined at a 1% compound annual growth rate and reported EPS declined an average
of 2%. Organic, core and constant currency results, free cash flow, excluding certain items, as well as ROIC and core net ROIC, are non-GAAP financial measures. Please refer to “Reconciliation of GAAP and Non-GAAP
Information” beginning on page 147 of this Annual Report for definitions and more information about these results, including a reconciliation to the most directly comparable financial measure in accordance with GAAP.
2017 PepsiCo Annual Report | 1
Indra K. Nooyi
PepsiCo Chairman
of the Board of
Directors and Chief
Executive Officer
Dear Fellow
Shareholders,
More than half a century ago, standing before an assembly
of civic leaders and citizens in Frankfurt, Germany, President
John F. Kennedy — a man who, for so many, embodied the
dawning of a new era — articulated his philosophy on progress:
“For time and the world do not stand still,” he said. “Change
is the law of life. And those who look only to the past or the
present are certain to miss the future.”
Two years later, in 1965, Frito-Lay and Pepsi-Cola merged
to form PepsiCo. And ever since, we have done our best to
live up to those words, to the idea of always looking to the
future. Throughout our history, we have continually scanned
the horizon, strived to identify new and emerging trends,
and focused on making the necessary investments and
adjustments to navigate them successfully.
That is why, decade after decade, we have consistently delivered
top-tier returns, outperformed the competition and built a
portfolio of iconic brands, while also attracting and developing
some of the best and brightest leaders in our industry.
*As we evolve our portfolio and expand our offerings, we are continually updating our definitions of our Good for You, Better for You and Fun for You categories,
and what products fit within each category. Below are 2017 definitions:
GOOD FOR YOU options help consumers meet recommended daily intakes of whole grains, vegetables, fruits, dairy, nuts and seeds with low to no amounts of
particular nutrients, such as added sugars, salt or saturated fat.
BETTER FOR YOU options can help consumers limit particular nutrients, such as added sugars, salt or saturated fat, when incorporated into a well-balanced diet.
These options include beverages with fewer or no calories. In this category, we also include products specifically formulated to provide a functional benefit,
such as addressing the performance needs of athletes.
FUN FOR YOU options are treats for consumers to enjoy responsibly.
Table of
Contents
Letter to Shareholders 01
Financial Highlights 10
PepsiCo Board of Directors 11
PepsiCo Leadership 12
PepsiCo Form 10-K 13
Reconciliation of GAAP
and Non-GAAP Information 147
Forward-Looking Statements 150
Common Stock and
Shareholder Information 151
Corporate Information 152
Our commitment to excellence and innovation served us well
once again in 2017, unlocking another year of strong operating
performance1:
• We delivered organic revenue growth of 2.3%.
• We expanded core operating margins by 45 basis points.
• We grew core constant currency EPS by 9%, exceeding the
8% goal we set at the beginning of 2017.
• We generated free cash flow, excluding certain items, of
$7.3 billion, which exceeded our goal of approximately
$7 billion we set at the beginning of 2017.
• Core net ROIC expanded by 140 basis points and now
stands at 22.9%.
• We met our goal of returning $6.5 billion in cash
to shareholders through dividends and share
repurchases combined.
Our 2017 results build
on a strong five-year
track record:
• Organic revenue grew at a 4% compound rate.
• Core operating margin expanded by 220 basis points.
• Core constant currency EPS growth averaged more than
9% annually.
I have written about some of these megatrends in past
letters to shareholders, but what sets this moment apart
is not just the perpetuation of these trends, but also their
acceleration and the amplification of their impact on our
business — and all businesses.
A recent study of how companies perform when confronted by
industry-wide disruption found that only one-third successfully
navigate change and emerge on the other side.
I am absolutely confident PepsiCo will be one of those
companies, emerging from this period stronger than before —
because we have anticipated many of these trends and
changes, and invested behind them.
The ongoing transformation of our portfolio with more
delicious, nutritious choices is helping ensure the health
of our business. The power of our retail and foodservice
partnerships offers an unmatched advantage in the
marketplace. We are differentiating ourselves with worldclass design and capturing growth in eCommerce.
Digitalization is empowering us to be more responsive to
the needs of customers and consumers, and helping drive
greater agility and efficiency, leading to greater productivity.
We are minimizing our impact on the planet while reducing
costs. And upskilling our associates is helping ensure
we have the workforce of the future, while uplifting our
communities is helping ensure we are a good neighbor in
the markets we serve.
• Core net ROIC expanded more than 750 basis points.
• Our annualized dividend per share increased by 50%.
• We returned $38 billion to shareholders through dividends
and share repurchases combined.
These are impressive results, particularly in light of all
the global megatrends impacting our business, including
macroeconomic and political volatility; the continued
rebalancing of the economic world; shifting consumer
preferences and increasing demand for more nutritious
foods and beverages; the disruption of retail; and
the emergence of niche brands capturing growth in
many markets.
One of the other powerful megatrends impacting our business,
of course, is the relentless pace of digital innovation. Internetenabled services, automation across the value chain, the rise
of Big Data, and pervasive social media–driven consumption
are fundamentally transforming how all of us live, work,
communicate, shop and do business.
Let’s take these, one at a time:
More Delicious,
Nutritious Choices
We are offering consumers a wide array of great-tasting
choices, from Fun for You, to Better for You, to Good for
You products, and leveraging the power of our distribution
system to make them available everywhere consumers
want them.
In 2017, we continued expanding our selection of low- and
zero-calorie beverages, with launches such as Aqua
Minerale Water+Juice and new flavors of KeVita Master Brew
2017 PepsiCo Annual Report 2 | 3
Portfolio
Transformation
Kombucha, while introducing Tropicana Probiotics. And our
distinctive black can Pepsi — known as Pepsi Zero Sugar or
Pepsi Max — continued to gain ground around the world.
Better for You and Good for You
products are an increasing
percentage of our total portfolio.
~38%
~50%
2006
2017
Fun for You
Better for You & Good for You
While delivering strong performance,
we continued to expand our selection of
more nutritious foods and beverages to
meet consumers’ shifting preferences and
unlock opportunities for growth.
We also introduced Quaker 3 Minutos, an affordable, wholegrain, oat-based product that delivers daily nutrition to
consumers across Latin America, and Off the Eaten Path,
a series of vegetable- and legume-based products like
Veggie Crisps, Hummus Crisps and Sweet Potato Crisps
available in the U.S. and UK. And we built on the success
of the Simply brand with new products like Simply Doritos
White Cheddar.
These are just a few of the more nutritious products we
launched in 2017, building on more than a decade of progress
transforming our portfolio. In fact, while in 2006 our Fun for
You portfolio was about 70% larger than our Good for You
and Better for You portfolios combined, by the end of 2017,
they were nearly equal in size.
Enabling this shift in our portfolio has been our long-term
investment in R&D — from product reformulation to sweetener
and ingredient discovery — that has produced foods and
beverages with fewer calories, less salt and reduced fat
without sacrificing great taste.
~$200M
Building
Powerful Brands
PepsiCo’s premium bottled
water brand LIFEWTR generated
approximately $200M in
estimated annual retail sales
in 2017, its first year. Four series
of bottles celebrated public
art, women in the arts,
fashion and arts in
education.
We continued to engage consumers with
cutting-edge design, exciting campaigns
and world-class partnerships.
SERIES
SER
ERIES
IES 1
SERIES
SERIES 2
LIFEWTR
PepsiCo’s premium bottled
water brand LIFEWTR
generated more than $200MM
in annualized retail sales in its
first year. The ‘Series 2’ bottles
celebrated female artists,
“Made For This” campaign
generating buzz with
an high school athletes
featured
“Art By A Woman” campaign
and the hard work behind
that included an interactive
their greatest moments,
art installation in New
York
underscoring
that athletes
City.
are made for these moments,
and Gatorade is made
to fuel them.
Gatorade’s
UEFA
Champions
League
PepsiCo celebrated its
second year of partnership with
UEFA Champions League, with more
than 100 markets activating across some
of PepsiCo’s biggest global brands,
including Pepsi, Lay’s and Gatorade.
SERIES
SER
ERIES
IES 3
SERIES
SERIES 4
2017 PepsiCo Annual Report 4 | 5
The strength of our partnerships in the U.S. was reflected
in Kantar Retail’s 2017 PoweRanking® survey, where, for the
second consecutive year in the 21-year history of Kantar, our
retail partners named us the #1, best-in-class manufacturer,
with the gap between #1 and #2 widening significantly since
2016. This ranking is a testament to the dedication of our
associates and the innovations we continue to bring to market,
including our Hello Goodness platform that offers consumers a
range of lower-calorie and more-nutritious options.
We were also ranked by the Advantage Report™ as the #1
food and beverage supplier in the U.S., and many of our
business units are highly ranked in markets such as China,
Thailand, Russia, the UK, Poland and Mexico.
Based on our reputation for top-tier service and world-class
innovation, we forged or extended a number of foodservice
partnerships in 2017, increasing distribution and market share.
We completed long-term renewals with YUM Brands in the U.S.
Hello Goodness vending machines,
coolers and racks, offering more
nutritious on-the-go snacks and
beverages, significantly expanded
across the U.S., with nearly 40,000
units sold into the market.
R
R
K AN TA
T
A
IL
201
7
P
O
Retail partners
scored PepsiCo
#1
Manufacturer
in Kantar Retail’s
2017 PoweRanking®
Survey
ANKING
ER
Enabled by our integrated Global Foodservice team, we are
leveraging our complementary food and beverage portfolios
to drive sales and help support our retail and foodservice
partners in the U.S. and across the world.
E
W
Unmatched
Retail and Foodservice
Partnerships
and several international markets, expanded our partnership
with Subway to China, France and Colombia, and won new
colleges and universities, including Portland State University,
the University of Kansas and University of Utah.
Differentiating
PepsiCo with Design
In 2017, our design team helped drive successful launches of
new products such as LIFEWTR, while creating meaningful,
memorable experiences for customers and consumers
at major global events, from Super Bowl LI to Milan Design
Week to the UEFA Champions League Final. Recognized
with more than 400 awards since 2012, PepsiCo’s design team
helps bolster our reputation as one of the world’s leading
corporate innovators.
New Channels
for Growth
~$1B
Our investment in digital capabilities and
eCommerce helped drive strong results in 2017,
particularly in the U.S. and China, positioning
us well for future growth.
in annualized
retail sales from
eCommerce
Exclusive
eCommerce offerings
PepsiCo’s eCommerce team
developed branded NFL gift packs
with team-themed products
to help consumers amp up their
game-watch parties.
USA
In China, one of the biggest
eCommerce markets in the
world, PepsiCo has launched
innovative snacks exclusively
for online channels, driving
revenue gains in the region.
CHINA
Breakthrough
digital engagement
PepsiCo Greater China
celebrated the 6th year of its
“Bring Happiness Home”
campaign, with a video that
generated more than
1 billion views.
2017 PepsiCo Annual Report 6 | 7
Capturing
Growth in eCommerce
Our investment in eCommerce across multiple channels
helped drive strong results in 2017, particularly in the U.S.
and China. We are leveraging Big Data and predictive
analytics to shape real-time marketing messages, dynamic
merchandising and tailored offers. And we are increasingly
collaborating with retail customers to make eCommerce a
point of differentiation for PepsiCo, earning awards for
eCommerce excellence. In fact, our eCommerce business in
2017 generated approximately $1 billion in annualized retail
sales, and we believe we are well-positioned to seize the
dynamic future of this space.
Digitalizing
PepsiCo
In the face of rapid technological innovation and accelerating
change throughout our industry, we are deploying digital
capabilities widely across the company. Frito-Lay North
America is using Big Data to help make sure consumers can
find their favorite snacks in local stores. In India, we set up a
Digital Command Center to analyze links between consumer
behavior and business results. In China, we leveraged
social media to launch the latest “Bring Happiness Home”
Chinese New Year campaign, including a 20-minute video
that generated more than 1 billion views. Our increased
commitment to digitalization in Latin America drove up our
return on investment from advertising and marketing. We
are capitalizing on the emerging capabilities of the Internet
of Things, from predicting when plant equipment will need
maintenance to reducing energy consumption. And we are just
getting started.
Enhancing
Productivity with Greater
Agility and Efficiency
In 2017, we generated approximately $1 billion in savings,
enabled by our productivity agenda. Our productivity
has been driven by a relentless continuous-improvement
mindset, focused on every aspect of our value chain. We
have refined our business model to reduce management
layers and accelerate decision-making. We have harnessed
leading-edge digital tools to increase manufacturing
throughput, curb logistics costs, and improve go-to-market
efficiency and effectiveness. And we are sustainably
reinvesting in our business, positioning ourselves to capture
tomorrow’s growth.
Minimizing Our
Environmental Impact
while Cutting Costs
We are accelerating our efforts to minimize PepsiCo’s
environmental footprint, enabling us to curb costs and
mitigate our operational impact on the communities
we serve.
In 2017, we teamed up with leading universities,
governments and innovators on projects such as developing
biodegradable film resins that meet the sustainable
flexible packaging needs of our global business — helping
advance our goal of designing 100% of our packaging to be
recyclable, compostable or biodegradable by 2025.
We also continued investing in long-term water security,
from Latin America, where we are developing innovative
solutions to help public institutions more efficiently
manage water, to the Middle East, where we are working
with the Jordanian Ministry of Water and Irrigation to
replenish water at its source. In fact, through community
programs, we returned more water than we consumed
in Jordan every year from 2013 to 2015 — more than
600 million liters annually.
Upskilling Our
Workforce and Uplifting
Communities
PepsiCo’s success has always rested on our single greatest
asset: our people. At a time of sweeping change in our
industry, we are helping associates develop the skills they need
to grow and our company needs to thrive, from enhancing our
Education Assistance Program so frontline associates can
build their skills and earn a degree in an area that advances
their careers, to expanding PepsiCo University’s course
offerings on digital trends. In 2017, our associates completed
over 1 million hours of training for the second consecutive year,
and more than 3,000 associates attended Learn Together
sessions with subject-matter experts to enhance their skills.
In 2017, we also renewed our commitment to supporting our
associates in other ways. On-site and near-site childcare
opened in Purchase and Plano — joining the childcare options
already available at or near PepsiCo locations around the
world — and we launched our Ready to Return initiative, a
10-week “boot camp” for professionals seeking to refresh their
skills after taking time off to care for a loved one.
This trend reflects the idea that, in the 21st century, being a
great company means being a good company, too. It means
focusing not only on the coming quarters, but also the coming
years, considering the level, as well as duration of returns.
At PepsiCo, we know that prioritizing the short term at the
expense of the long term is simply not sustainable, and
perpetuates the kinds of boom-splat cycles that are not
good for any of our stakeholders. Instead, we have adopted
a different approach — advancing both short- and long-term
priorities, hand in hand, so we can deliver strong returns
that grow consistently over an extended period of time. And
we have done so while upholding the highest standards of
corporate integrity and responsibility. In fact, PepsiCo is the
only food and beverage company to appear on the Ethisphere
Institute’s list of the World’s Most Ethical Companies® every
year since the list was established twelve years ago.
More than a decade into our Performance with Purpose
journey, I am more confident than ever that we are on the
right path. And we have recommitted to that path with
our Performance with Purpose 2025 Agenda, embedding
sustainability into everything we do and powering a virtuous
cycle that allows us to continue doing well by doing good.
Our company has come a long way from our humble roots
in a North Carolina apothecary, and so long as we continue
heeding what John F. Kennedy called “the law of life”—
change — and always look to the future, we will continue
climbing higher and crossing new frontiers in 2018 and beyond.
All of these efforts reflect a broader commitment to operating
in a way that not only generates sustained financial growth
and consistently strong returns, but also does so while
being responsive to the needs of the world around us. That
commitment — what we call Performance with Purpose — is
increasingly important to a wide range of stakeholders,
from consumers to investors.
According to a recent study, assets managed with responsible
investment criteria grew from more than $18 trillion in 2014
to nearly $23 trillion in 2016 — a trend expected to gain
momentum in the years ahead, as investors under the age of
35 are twice as likely to divest from a company if it is perceived
to be unsustainable.
Thank you for your support and the confidence you’ve placed
in us with your investment.
Indra K. Nooyi
PepsiCo Chairman of the
Board of Directors and
Chief Executive Officer
2017 PepsiCo Annual Report 8 | 9
Performance with
Purpose
Agenda 2025
Since launching our ambitious Performance with
Purpose 2025 Agenda, we have made progress
across our sustainability goals in each of the
Agenda’s three focus areas — Products, Planet and
People — strengthening our business and
the communities we serve.
6M
>260M
women and girls assisted
through investments
in communities
around the world
servings of nutritious
foods and beverages
provided to underserved
consumers and
communities
Quaker 3 Minutos, an affordable,
whole-grain, oat-based product
fortified with vitamins and minerals,
is helping consumers in Mexico
get the daily nutrition
they need.
Reduced
added sugars, saturated
fat and sodium in our food
and beverage portfolio
~2.7B
PepsiCo is supporting the
International Youth Foundation
(IYF) to train 1M young women
by the end of 2025 through IYF’s
successful Passport to Success
life skills program.
liters of water
replenished locally
in high-risk
watersheds
11M
1M
people provided
safe water access
since 2006
In 2017, PepsiCo placed one of
the largest reservations for
Tesla, Inc.’s new electric Semi
trucks to help reduce fleet
emissions and cut down
on fuel costs.
hours of training
completed by
our associates
in 2017
All of the data presented above is for 2016, unless otherwise noted. For more information on our goals and progress, please see our 2016 Sustainability
Report available at www.pepsico.com.
2017 Financial Highlights
Mix of Net Revenue
Net Revenues
North America Beverages 33%
Latin America 11%
Food 53%
Beverage 47%
Asia, Middle East and North Africa 10%
Quaker Foods North America 4%
Europe Sub-Saharan Africa 17%
Frito-Lay North America 25%
Division Operating Profit
North America Beverages 23%
Latin America 8%
U.S. 58%
Outside U.S. 42%
Asia, Middle East and North Africa 9%
Quaker Foods North America 6%
Europe Sub-Saharan Africa 12%
Frito-Lay North America 42%
PepsiCo, Inc. and Subsidiaries
(in millions except per share data; all per share amounts assume dilution)
Summary of Operations
Net revenue
Core total operating profit (b)
Reported earnings per share
Core earnings per share attributable to PepsiCo (c)
Free cash flow, excluding certain items (d)
Capital spending
Common share repurchases
Dividends paid
2017
$63,525
$ 10,789
$ 3.38
$ 5.23
$ 7,293
$ 2,969
$ 2,000
$ 4,472
2016
$62,799
$ 10,393
$ 4.36
$ 4.85
$ 8,055
$ 3,040
$ 3,000
$ 4,227
% Chg (a)
1%
4%
-23%
8%
-9%
-2%
-33%
6%
(a) Percentage changes are based on unrounded amounts.
(b) Excludes the net mark-to-market impact of our commodity derivatives and restructuring and impairment charges in both years. In 2016, also excludes a charge related to the transaction
with Tingyi and a pension-related settlement charge. See page 147 “Reconciliation of GAAP and Non-GAAP Information” for a reconciliation to the most directly comparable fi nancial measure
in accordance with GAAP.
(c) Excludes the net mark-to-market impact of our commodity derivatives and restructuring and impairment charges in both years. In 2017, also excludes the provisional net tax expense related
to the TCJ Act. In 2016, also excludes a charge related to the transaction with Tingyi, a charge related to debt redemption and a pension-related settlement charge. See page 52 “Results of
Operations — Consolidated Review — Other Consolidated Results” in Management’s Discussion and Analysis of Financial Condition and Results of Operations, and page 147 “Reconciliation of
GAAP and Non-GAAP Information” for a reconciliation to the most directly comparable fi nancial measure in accordance with GAAP.
(d) Includes the impact of net capital spending, and excludes payments related to restructuring charges and the associated net cash tax benefits, as well as discretionary pension
contributions and the associated net cash tax benefits in both years. In 2016, also excludes net cash received related to interest rate swaps and net cash tax benefit related to debt redemption
charge. See page 70 “Our Liquidity and Capital Resources” in Management’s Discussion and Analysis of Financial Condition and Results of Operations, and page 147 “Reconciliation of GAAP
and Non-GAAP Information” for a reconciliation to the most directly comparable fi nancial measure in accordance with GAAP.
2017 PepsiCo Annual Report 10 | 11
PepsiCo Board of Directors
PHOTO LEFT TO RIGHT
Cesar Conde, 44
Chairman,
NBCUniversal
International Group
and NBCUniversal
Telemundo Enterprises
Elected 2016
Robert C. Pohlad, 63
President,
Dakota Holdings, LLC
Elected 2015
Richard W. Fisher, 68
Former President and
Chief Executive Officer,
Federal Reserve
Bank of Dallas
Elected 2015
George W. Buckley, 71
Former Chairman,
President and Chief
Executive Officer,
3M Company
Elected 2012
Darren Walker, 58
President,
Ford Foundation
Elected 2016
Shona L. Brown, 52
Independent Advisor;
Former Senior Advisor,
Google Inc.
Elected 2009
Alberto Weisser, 62
Former Chairman and
Chief Executive Officer,
Bunge Limited
Elected 2011
Dina Dublon, 64
Former Executive Vice
President and Chief
Financial Officer,
JPMorgan Chase & Co.
Elected 2005
Ian M. Cook, 65
Chairman,
President and Chief
Executive Officer,
Colgate-Palmolive
Company
Elected 2008
Indra K. Nooyi, 62
Chairman of the
Board of Directors and
Chief Executive Officer,
PepsiCo
Elected 2001
David C. Page, MD, 61
Director and President,
Whitehead Institute
for Biomedical Research;
Professor,
Massachusetts
Institute of Technology
Elected 2014
William R. Johnson, 69
Operating Partner,
Global Retail and
Consumer, Advent
International
Corporation; Former
Chairman, President and
Chief Executive Officer,
H.J. Heinz Company
Elected 2015
Daniel Vasella, MD, 64
Former Chairman and
Chief Executive Officer,
Novartis AG
Elected 2002
PepsiCo Leadership
PHOTO LEFT TO RIGHT
Kirk Tanner
President and Chief
Operating Officer,
North America
Beverages
Mike Spanos
Chief Executive Officer,
Asia, Middle East and
North Africa
Eugene Willemsen
Executive Vice President,
Global Categories &
Franchise Management
Silviu Popovici
President,
Europe Sub-Saharan
Africa
Ruth Fattori
Executive Vice President,
Human Resources and
Chief Human Resources
Officer
Laxman Narasimhan
Chief Executive Officer,
Latin America and
Europe Sub-Saharan
Africa
Hugh F. Johnston
Vice Chairman,
Executive Vice President
and Chief Financial
Officer
David Yawman
Executive Vice President,
Government Affairs,
General Counsel and
Corporate Secretary
Ramon Laguarta
President
Indra K. Nooyi
Chairman of the
Board of Directors and
Chief Executive Officer
Vivek Sankaran
President and Chief
Operating Officer,
Frito-Lay North America
Jim Andrew
Executive Vice President,
Corporate Strategy and
Chief Venturing Officer
Jon Banner
Executive Vice President,
Communications
Dr. Mehmood Khan
Vice Chairman,
Executive Vice President
and Chief Scientific
Officer, Global Research
and Development
Grace Puma
Executive Vice President,
Global Operations
Albert P. Carey
Chief Executive Officer,
North America
Sanjeev Chadha
Chairman, Asia,
Middle East and
North Africa
See pages 32–35 of the Form 10-K for a list of PepsiCo Executive Officers subject to Section 16 of the Securities Exchange Act of 1934.
2017 PepsiCo Annual Report 12 | 13
PepsiCo, Inc.
Annual Report 2017
Form 10-K
For the fiscal year ended
December 30, 2017
page intentionally left blank
UNITED STATES SECURITIES AND EXCHANGE COMMISSION
WASHINGTON, DC 20549
FORM 10-K
ANNUAL REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF 1934
For the fiscal year ended December 30, 2017
Commission file number 1-1183
PepsiCo, Inc.
(Exact Name of Registrant as Specified in Its Charter)
North Carolina
(State or Other Jurisdiction of Incorporation or Organization)
700 Anderson Hill Road, Purchase, New York
(Address of Principal Executive Offices)
13-1584302
(I.R.S. Employer Identification No.)
10577
(Zip Code)
Registrant’s telephone number, including area code: 914-253-2000
Securities registered pursuant to Section 12(b) of the Securities Exchange Act of 1934:
Title of each class
Common Stock, par value 1-2/3 cents per share
2.500% Senior Notes Due 2022
1.750% Senior Notes Due 2021
2.625% Senior Notes Due 2026
0.875% Senior Notes Due 2028
Name of each exchange on which registered
The Nasdaq Stock Market LLC and Chicago Stock
Exchange
New York Stock Exchange
New York Stock Exchange
New York Stock Exchange
New York Stock Exchange
Securities registered pursuant to Section 12(g) of the Securities Exchange Act of 1934: None
Indicate by check mark if the registrant is a well-known seasoned issuer, as defined in Rule 405 of the Securities Act. Yes
No
Indicate by check mark if the registrant is not required to file reports pursuant to Section 13 or 15(d) of the Act. Yes
No
Indicate by check mark whether the registrant (1) has filed all reports required to be filed by Section 13 or 15(d) of the Securities Exchange
Act of 1934 during the preceding 12 months (or for such shorter period that the registrant was required to file such reports), and (2) has
been subject to such filing requirements for the past 90 days. Yes
No
Indicate by check mark whether the registrant has submitted electronically and posted on its corporate Web site, if any, every Interactive
Data File required to be submitted and posted pursuant to Rule 405 of Regulation S-T (§ 232.405 of this chapter) during the preceding
No
12 months (or for such shorter period that the registrant was required to submit and post such files). Yes
Indicate by check mark if disclosure of delinquent filers pursuant to Item 405 of Regulation S-K (§ 229.405 of this chapter) is not contained
herein, and will not be contained, to the best of registrant’s knowledge, in definitive proxy or information statements incorporated by
reference in Part III of this Form 10-K or any amendment to this Form 10-K.
Indicate by check mark whether the registrant is a large accelerated filer, an accelerated filer, a non-accelerated filer, a smaller reporting
company, or an emerging growth company. See the definitions of “large accelerated filer,” “accelerated filer,” “smaller reporting company,”
and “emerging growth company” in Rule 12b-2 of the Exchange Act.
Large accelerated filer
Non-accelerated filer
(Do not check if a smaller reporting company)
Accelerated filer
Smaller reporting company
Emerging growth company
If an emerging growth company, indicate by check mark if the registrant has elected not to use the extended transition period for complying
with any new or revised financial accounting standards provided pursuant to Section 13(a) of the Exchange Act.
Indicate by check mark whether the registrant is a shell company (as defined in Rule 12b-2 of the Exchange Act). Yes
No
The aggregate market value of PepsiCo, Inc. Common Stock held by nonaffiliates of PepsiCo, Inc. (assuming for these purposes, but
without conceding, that all executive officers and directors of PepsiCo, Inc. are affiliates of PepsiCo, Inc.) as of June 16, 2017, the last
day of business of our most recently completed second fiscal quarter, was $166.5 billion (based on the closing sale price of PepsiCo,
Inc.’s Common Stock on that date as reported on the New York Stock Exchange).
The number of shares of PepsiCo, Inc. Common Stock outstanding as of February 6, 2018 was 1,419,908,267.
Documents Incorporated by Reference
Portions of the Proxy Statement relating to PepsiCo, Inc.’s 2018 Annual Meeting of Shareholders are incorporated by reference into Part
III of this Form 10-K.
PepsiCo, Inc.
Form 10-K Annual Report
For the Fiscal Year Ended December 30, 2017
Table of Contents
PART I
Item 1.
Item 1A.
Item 1B.
Item 2.
Item 3.
Item 4.
Business
Risk Factors
Unresolved Staff Comments
Properties
Legal Proceedings
Mine Safety Disclosures
2
10
29
30
31
31
PART II
Item 5.
Market for Registrant’s Common Equity, Related Stockholder Matters and Issuer
Purchases of Equity Securities
Item 6.
Selected Financial Data
Item 7.
Management’s Discussion and Analysis of Financial Condition and Results of Operations
Item 7A. Quantitative and Qualitative Disclosures About Market Risk
Item 8.
Financial Statements and Supplementary Data
Item 9.
Changes in and Disagreements with Accountants on Accounting and Financial Disclosure
Item 9A. Controls and Procedures
Item 9B. Other Information
36
39
44
132
132
132
132
133
PART III
Item 10. Directors, Executive Officers and Corporate Governance
133
Item 11. Executive Compensation
133
Item 12. Security Ownership of Certain Beneficial Owners and Management and Related
133
Stockholder Matters
Item 13. Certain Relationships and Related Transactions, and Director Independence
134
Item 14. Principal Accounting Fees and Services
134
PART IV
Item 15. Exhibits and Financial Statement Schedules
Item 16. Form 10-K Summary
1
135
136
Forward-Looking Statements
This Annual Report on Form 10-K contains statements reflecting our views about our future performance
that constitute “forward-looking statements” within the meaning of the Private Securities Litigation Reform
Act of 1995 (Reform Act). Statements that constitute forward-looking statements within the meaning of the
Reform Act are generally identified through the inclusion of words such as “aim,” “anticipate,” “believe,”
“drive,” “estimate,” “expect,” “expressed confidence,” “forecast,” “future,” “goal,” “guidance,”
“intend,” “may,” “objective,” “outlook,” “plan,” “position,” “potential,” “project,” “seek,” “should,”
“strategy,” “target,” “will” or similar statements or variations of such words and other similar expressions.
All statements addressing our future operating performance, and statements addressing events and
developments that we expect or anticipate will occur in the future, are forward-looking statements within the
meaning of the Reform Act. These forward-looking statements are based on currently available information,
operating plans and projections about future events and trends. They inherently involve risks and uncertainties
that could cause actual results to differ materially from those predicted in any such forward-looking statement.
These risks and uncertainties include, but are not limited to, those described in “Item 1A. Risk Factors” and
“Item 7. Management’s Discussion and Analysis of Financial Condition and Results of Operations – Our
Business – Our Business Risks.” Investors are cautioned not to place undue reliance on any such forwardlooking statements, which speak only as of the date they are made. We undertake no obligation to update any
forward-looking statement, whether as a result of new information, future events or otherwise. The discussion
of risks below and elsewhere in this report is by no means all-inclusive but is designed to highlight what we
believe are important factors to consider when evaluating our future performance.
PART I
Item 1. Business.
When used in this report, the terms “we,” “us,” “our,” “PepsiCo” and the “Company” mean PepsiCo, Inc.
and its consolidated subsidiaries, collectively. Certain terms used in this Annual Report on Form 10-K are
defined in the Glossary included in Item 7. of this report.
Company Overview
We were incorporated in Delaware in 1919 and reincorporated in North Carolina in 1986. We are a leading
global food and beverage company with a complementary portfolio of enjoyable brands, including FritoLay, Gatorade, Pepsi-Cola, Quaker and Tropicana. Through our operations, authorized bottlers, contract
manufacturers and other third parties, we make, market, distribute and sell a wide variety of convenient and
enjoyable beverages, foods and snacks, serving customers and consumers in more than 200 countries and
territories.
Our Operations
We are organized into six reportable segments (also referred to as divisions), as follows:
1) Frito-Lay North America (FLNA), which includes our branded food and snack businesses in the
United States and Canada;
2) Quaker Foods North America (QFNA), which includes our cereal, rice, pasta and other branded food
businesses in the United States and Canada;
3) North America Beverages (NAB), which includes our beverage businesses in the United States and
Canada;
4) Latin America, which includes all of our beverage, food and snack businesses in Latin America;
5) Europe Sub-Saharan Africa (ESSA), which includes all of our beverage, food and snack businesses
in Europe and Sub-Saharan Africa; and
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6) Asia, Middle East and North Africa (AMENA), which includes all of our beverage, food and snack
businesses in Asia, Middle East and North Africa.
Our segment net revenue (in millions) and contributions to consolidated net revenue for each of the last three
fiscal years were as follows:
FLNA
QFNA
NAB
Latin America
ESSA
AMENA
Net Revenue
2017
2016(a)
$ 15,798 $ 15,549 $
2,503
2,564
20,936
21,312
7,208
6,820
11,050
10,216
6,030
6,338
$ 63,525 $ 62,799 $
2015
14,782
2,543
20,618
8,228
10,510
6,375
63,056
% of Total Net Revenue
2017
2016
2015
25%
25%
23%
4
4
4
33
34
33
11
11
13
17
16
17
10
10
10
100%
100%
100%
(a) Our fiscal 2016 results included an extra week of results (53rd reporting week). The 53rd reporting week increased 2016 net revenue by $657
million, including $294 million in our FLNA segment, $43 million in our QFNA segment, $300 million in our NAB segment and $20
million in our ESSA segment.
See Note 1 to our consolidated financial statements for financial information about our divisions and
geographic areas. See also “Item 1A. Risk Factors” below for a discussion of certain risks associated with
our operations, including outside the United States.
Frito-Lay North America
Either independently or in conjunction with third parties, FLNA makes, markets, distributes and sells branded
snack foods. These foods include branded dips, Cheetos cheese-flavored snacks, Doritos tortilla chips, Fritos
corn chips, Lay’s potato chips, Ruffles potato chips, Santitas tortilla chips and Tostitos tortilla chips. FLNA’s
branded products are sold to independent distributors and retailers. In addition, FLNA’s joint venture with
Strauss Group makes, markets, distributes and sells Sabra refrigerated dips and spreads.
Quaker Foods North America
Either independently or in conjunction with third parties, QFNA makes, markets, distributes and sells cereals,
rice, pasta and other branded products. QFNA’s products include Aunt Jemima mixes and syrups, Cap’n
Crunch cereal, Life cereal, Quaker Chewy granola bars, Quaker grits, Quaker oat squares, Quaker oatmeal,
Quaker rice cakes, Quaker simply granola and Rice-A-Roni side dishes. These branded products are sold to
independent distributors and retailers.
North America Beverages
Either independently or in conjunction with third parties, NAB makes, markets and sells beverage
concentrates, fountain syrups and finished goods under various beverage brands including Aquafina, Diet
Mountain Dew, Diet Pepsi, Gatorade, Mist Twst, Mountain Dew, Pepsi, Propel and Tropicana. NAB also,
either independently or in conjunction with third parties, makes, markets, distributes and sells ready-to-drink
tea and coffee products through joint ventures with Unilever (under the Lipton brand name) and Starbucks,
respectively. Further, NAB manufactures and distributes certain brands licensed from Dr Pepper Snapple
Group, Inc. (DPSG), including Crush, Dr Pepper and Schweppes, and certain juice brands licensed from
Dole Food Company, Inc. (Dole) and Ocean Spray Cranberries, Inc. (Ocean Spray). NAB operates its own
bottling plants and distribution facilities and sells branded finished goods directly to independent distributors
and retailers. NAB also sells concentrate and finished goods for our brands to authorized and independent
bottlers, who in turn sell our branded finished goods to independent distributors and retailers in certain
markets.
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Latin America
Either independently or in conjunction with third parties, Latin America makes, markets, distributes and sells
a number of snack food brands including Cheetos, Doritos, Emperador, Lay’s, Marias Gamesa, Rosquinhas
Mabel, Ruffles, Sabritas, Saladitas and Tostitos, as well as many Quaker-branded cereals and snacks. Latin
America also, either independently or in conjunction with third parties, makes, markets, distributes and sells
beverage concentrates, fountain syrups and finished goods under various beverage brands including 7UP,
Diet Pepsi, Gatorade, H2oh!, Manzanita Sol, Mirinda, Pepsi and Toddy. These branded products are sold to
authorized bottlers, independent distributors and retailers. Latin America also, either independently or in
conjunction with third parties, makes, markets, distributes and sells ready-to-drink tea products through an
international joint venture with Unilever (under the Lipton brand name).
See Note 1 to our consolidated financial statements for information about the deconsolidation of our
Venezuelan subsidiaries, which was effective as of the end of the third quarter of 2015.
Europe Sub-Saharan Africa
Either independently or in conjunction with third parties, ESSA makes, markets, distributes and sells a number
of leading snack food brands including Cheetos, Chipita, Doritos, Lay’s, Ruffles and Walkers, as well as
many Quaker-branded cereals and snacks, through consolidated businesses as well as through noncontrolled
affiliates. ESSA also, either independently or in conjunction with third parties, makes, markets, distributes
and sells beverage concentrates, fountain syrups and finished goods under various beverage brands including
7UP, Diet Pepsi, Mirinda, Pepsi, Pepsi Max and Tropicana. These branded products are sold to authorized
bottlers, independent distributors and retailers. In certain markets, however, ESSA operates its own bottling
plants and distribution facilities. ESSA also, either independently or in conjunction with third parties, makes,
markets, distributes and sells ready-to-drink tea products through an international joint venture with Unilever
(under the Lipton brand name). In addition, ESSA makes, markets, distributes and sells a number of leading
dairy products including Agusha, Chudo and Domik v Derevne.
Asia, Middle East and North Africa
Either independently or in conjunction with third parties, AMENA makes, markets, distributes and sells a
number of leading snack food brands including Cheetos, Chipsy, Crunchy, Doritos, Kurkure and Lay’s, as
well as many Quaker branded cereals and snacks, through consolidated businesses, as well as through
noncontrolled affiliates. AMENA also makes, markets, distributes and sells beverage concentrates, fountain
syrups and finished goods under various beverage brands including 7UP, Aquafina, Mirinda, Mountain Dew,
Pepsi and Tropicana. These branded products are sold to authorized bottlers, independent distributors and
retailers. In certain markets, however, AMENA operates its own bottling plants and distribution facilities.
AMENA also, either independently or in conjunction with third parties, makes, markets, distributes and sells
ready-to-drink tea products through an international joint venture with Unilever (under the Lipton brand
name). Further, we license the Tropicana brand for use in China on co-branded juice products in connection
with a strategic alliance with Tingyi (Cayman Islands) Holding Corp. (Tingyi).
Our Distribution Network
Our products are primarily brought to market through direct-store-delivery (DSD), customer warehouse and
distributor networks. The distribution system used depends on customer needs, product characteristics and
local trade practices.
Direct-Store-Delivery
We, our independent bottlers and our distributors operate DSD systems that deliver beverages, foods and
snacks directly to retail stores where the products are merchandised by our employees or our independent
bottlers. DSD enables us to merchandise with maximum visibility and appeal. DSD is especially well-suited
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to products that are restocked often and respond to in-store promotion and merchandising.
Customer Warehouse
Some of our products are delivered from our manufacturing plants and warehouses to customer warehouses.
These less costly systems generally work best for products that are less fragile and perishable, and have lower
turnover.
Distributor Networks
We distribute many of our products through third-party distributors. Third-party distributors are particularly
effective when greater distribution reach can be achieved by including a wide range of products on the
delivery vehicles. For example, our foodservice and vending business distributes beverages, foods and snacks
to restaurants, businesses, schools and stadiums through third-party foodservice and vending distributors and
operators.
Our products are also available on a growing number of e-commerce websites and mobile commerce
applications as consumer consumption patterns continue to change and retail increasingly expands online.
Ingredients and Other Supplies
The principal ingredients we use in our beverage, food and snack products are apple, orange and pineapple
juice and other juice concentrates, aspartame, corn, corn sweeteners, flavorings, flour, grapefruit, oranges
and other fruits, oats, potatoes, raw milk, rice, seasonings, sucralose, sugar, vegetable and essential oils, and
wheat. We also use water in the manufacturing of our products. Our key packaging materials include plastic
resins, including polyethylene terephthalate (PET) and polypropylene resins used for plastic beverage bottles
and film packaging used for snack foods, aluminum used for cans, glass bottles, closures, cardboard and
paperboard cartons. Fuel, electricity and natural gas are also important commodities for our businesses due
to their use in our and our business partners’ facilities and the vehicles delivering our products. We employ
specialists to secure adequate supplies of many of these items and have not experienced any significant
continuous shortages that would prevent us from meeting our requirements. Many of these ingredients, raw
materials and commodities are purchased in the open market. The prices we pay for such items are subject
to fluctuation, and we manage this risk through the use of fixed-price contracts and purchase orders, pricing
agreements and derivative instruments, including swaps and futures. In addition, risk to our supply of certain
raw materials is mitigated through purchases from multiple geographies and suppliers. When prices increase,
we may or may not pass on such increases to our customers. In addition, we continue to make investments
to improve the sustainability and resources of our agricultural supply chain, including the development of
our initiative to advance sustainable farming practices by our suppliers and expanding it globally. See Note
9 to our consolidated financial statements for additional information on how we manage our exposure to
commodity costs.
Our Brands and Intellectual Property Rights
We own numerous valuable trademarks which are essential to our worldwide businesses, including Agusha,
Amp Energy, Aquafina, Aquafina Flavorsplash, Aunt Jemima, Cap’n Crunch, Cheetos, Chester’s, Chipsy,
Chokis, Chudo, Cracker Jack, Crunchy, Diet Mist Twst, Diet Mountain Dew, Diet Mug, Diet Pepsi, Diet 7UP
(outside the United States), Domik v Derevne, Doritos, Duyvis, Elma Chips, Emperador, Frito-Lay, Fritos,
Fruktovy Sad, G2, Gamesa, Gatorade, Grandma’s, H2oh!, Imunele, Izze, J-7 Tonus, Kas, KeVita, Kurkure,
Lay’s, Life, Lifewtr, Lifewater, Lubimy, Manzanita Sol, Marias Gamesa, Matutano, Mirinda, Miss Vickie’s,
Mist Twst, Mother’s, Mountain Dew, Mountain Dew Code Red, Mountain Dew Kickstart, Mug, Munchies,
Naked, Near East, O.N.E., Paso de los Toros, Pasta Roni, Pepsi, Pepsi Max, Pepsi Next, Pepsi Zero Sugar,
Propel, Quaker, Quaker Chewy, Rice-A-Roni, Rold Gold, Rosquinhas Mabel, Ruffles, Sabritas, Sakata,
Saladitas, Sandora, Santitas, 7UP (outside the United States), 7UP Free (outside the United States), Simba,
Smartfood, Smith’s, Snack a Jacks, SoBe, SoBe Lifewater, Sonric’s, Stacy’s, Sting, SunChips, Toddy,
5
Toddynho, Tostitos, Trop 50, Tropicana, Tropicana Farmstand, Tropicana Pure Premium, Tropicana Twister,
V Water, Vesely Molochnik, Walkers and Ya. We also hold long-term licenses to use valuable trademarks in
connection with our products in certain markets, including Dole and Ocean Spray. We also distribute Rockstar
Energy drinks, Muscle Milk protein shakes and various DPSG brands, including Dr Pepper in certain markets,
Crush and Schweppes. Joint ventures in which we have an ownership interest either own or have the right
to use certain trademarks, such as Lipton, Sabra and Starbucks. Trademarks remain valid so long as they are
used properly for identification purposes, and we emphasize correct use of our trademarks. We have
authorized, through licensing arrangements, the use of many of our trademarks in such contexts as snack
food joint ventures and beverage bottling appointments. In addition, we license the use of our trademarks
on merchandise that is sold at retail, which enhances brand awareness.
We either own or have licenses to use a number of patents which relate to certain of our products, their
packaging, the processes for their production and the design and operation of various equipment used in our
businesses. Some of these patents are licensed to others.
Seasonality
Our businesses are affected by seasonal variations. For instance, our beverage sales are higher during the
warmer months and certain food and dairy sales are higher in the cooler months. Weekly beverage and snack
sales are generally highest in the third quarter due to seasonal and holiday-related patterns, and generally
lowest in the first quarter. However, taken as a whole, seasonality has not had a material impact on our
consolidated financial results.
Our Customers
Our customers include wholesale and other distributors, foodservice customers, grocery stores, drug stores,
convenience stores, discount/dollar stores, mass merchandisers, membership stores, hard discounters, ecommerce retailers and authorized independent bottlers, among others. We normally grant our independent
bottlers exclusive contracts to sell and manufacture certain beverage products bearing our trademarks within
a specific geographic area. These arrangements provide us with the right to charge our independent bottlers
for concentrate, finished goods and Aquafina royalties and specify the manufacturing process required for
product quality. We also grant distribution rights to our independent bottlers for certain beverage products
bearing our trademarks for specified geographic areas.
We rely on and provide financial incentives to our customers to assist in the distribution and promotion of
our products to the consumer. For our independent distributors and retailers, these incentives include volumebased rebates, product placement fees, promotions and displays. For our independent bottlers, these incentives
are referred to as bottler funding and are negotiated annually with each bottler to support a variety of trade
and consumer programs, such as consumer incentives, advertising support, new product support, and vending
and cooler equipment placement. Consumer incentives include coupons, pricing discounts and promotions,
and other promotional offers. Advertising support is directed at advertising programs and supporting
independent bottler media. New product support includes targeted consumer and retailer incentives and direct
marketplace support, such as point-of-purchase materials, product placement fees, media and advertising.
Vending and cooler equipment placement programs support the acquisition and placement of vending
machines and cooler equipment. The nature and type of programs vary annually.
Changes to the retail landscape, including increased consolidation of retail ownership, the rapid growth of
sales through e-commerce websites and mobile commerce applications, the integration of physical and digital
operations among retailers, as well as the growth in hard discounters, and the current economic environment
continue to increase the importance of major customers. In 2017, sales to Walmart Inc. (Walmart), including
Sam’s Club (Sam’s), represented approximately 13% of our consolidated net revenue. Our top five retail
customers represented approximately 33% of our 2017 net revenue in North America, with Walmart (including
6
Sam’s) representing approximately 19%. These percentages include concentrate sales to our independent
bottlers, which were used in finished goods sold by them to these retailers.
See “Off-Balance-Sheet Arrangements” in “Our Financial Results – Our Liquidity and Capital Resources”
in Item 7. Management’s Discussion and Analysis of Financial Condition and Results of Operations for more
information on our independent bottlers.
Our Competition
Our beverage, food and snack products are in highly competitive categories and markets and compete against
products of international beverage, food and snack companies that, like us, operate in multiple geographies,
as well as regional, local and private label manufacturers, economy brands and other competitors. In many
countries in which our products are sold, including the United States, The Coca-Cola Company is our primary
beverage competitor. Other beverage, food and snack competitors include, but are not limited to, DPSG,
Kellogg Company, The Kraft Heinz Company, Mondel z International, Inc., Monster Beverage Corporation,
Nestlé S.A., Red Bull GmbH and Snyder’s-Lance, Inc.
Many of our food and snack products hold significant leadership positions in the food and snack industry in
the United States and worldwide. In 2017, we and The Coca-Cola Company represented approximately 23%
and 20%, respectively, of the U.S. liquid refreshment beverage category by estimated retail sales in measured
channels, according to Information Resources, Inc. However, The Coca-Cola Company has significant
carbonated soft drink (CSD) share advantage in many markets outside the United States.
Our beverage, food and snack products compete primarily on the basis of brand recognition and loyalty,
taste, price, value, quality, product variety, innovation, distribution, advertising, marketing and promotional
activity, packaging, convenience, service and the ability to anticipate and effectively respond to consumer
preferences and trends, including increased consumer focus on health and wellness and the continued
acceleration of e-commerce and other methods of distributing and purchasing products. Success in this
competitive environment is dependent on effective promotion of existing products, effective introduction of
new products and reformulations of existing products, the effectiveness of our advertising campaigns,
marketing programs, product packaging, pricing, increased efficiency in production techniques, new vending
and dispensing equipment and brand and trademark development and protection. We believe that the strength
of our brands, innovation and marketing, coupled with the quality of our products and flexibility of our
distribution network, allows us to compete effectively.
Research and Development
We engage in a variety of research and development activities and invest in innovation globally with the goal
of meeting changing consumer demands and preferences and accelerating sustainable growth. These activities
principally involve: development of new ingredients, flavors and products; reformulation and improvement
in the quality and appeal of existing products; improvement and modernization of manufacturing processes,
including cost reduction; improvements in product quality, safety and integrity; development of, and
improvements in, dispensing equipment, packaging technology, package design and portion sizes; efforts
focused on identifying opportunities to transform, grow and broaden our product portfolio, including by
developing products with improved nutrition profiles that reduce added sugars, sodium or saturated fat,
including through the use of sweetener alternatives and flavor modifiers and innovation in existing sweeteners,
and by offering more products with positive nutrition including whole grains, fruits and vegetables, dairy,
protein and hydration; investments in building our capabilities to support our global e-commerce business;
and improvements in energy efficiency and efforts focused on reducing our impact on the environment. Our
research centers are located around the world, including in Brazil, China, India, Ireland, Mexico, Russia, the
United Arab Emirates, the United Kingdom and the United States, and leverage nutrition science, food
7
science, engineering and consumer insights to meet our strategy to continue to develop nutritious and
convenient beverages, foods and snacks.
In 2017, we continued to refine our beverage, food and snack portfolio to meet changing consumer demands
by reducing added sugars in many of our beverages and sodium and saturated fat in many of our foods and
snacks, and by developing a broader portfolio of product choices, including: continuing to expand our
beverage options that contain no high-fructose corn syrup and that are made with natural flavors; expanding
our state-of-the-art food and beverage healthy vending initiative to increase the availability of convenient,
affordable and enjoyable nutrition; further expanding our portfolio of nutritious products by building on our
important nutrition platforms and brands — Quaker (grains), Tropicana (juices, lemonades, fruit and vegetable
drinks), Gatorade (sports nutrition for athletes), Naked Juice (cold-pressed juices and smoothies) and KeVita
(probiotics, tonics and fermented teas); further expanding our whole grain products globally; and further
expanding our portfolio of nutritious products in growing categories, such as dairy, hummus and other
refrigerated dips, and baked grain snacks. In addition, we continued to make investments to reduce our impact
on the environment, including: efforts to conserve raw materials and energy, such as by working to achieve
reductions in greenhouse gas emissions across our global businesses, by helping to protect and conserve
global water supply especially in high-water-risk locations (including replenishing watersheds that source
our operations in high-water-risk locations and promoting the efficient use of water use in our agricultural
supply chain), and by incorporating into our operations, improvements in the sustainability and resources of
our agricultural supply chain; efforts to reduce waste generated by our operations and disposed of in landfills;
efforts to support increased packaging recovery and recycling rates; efforts to increase energy efficiency,
including the increased use of renewable energy and resources; efforts to support sustainable agriculture by
expanding best practices with our growers and suppliers; and efforts to optimize packaging technology and
design to make our packaging increasingly recoverable or recyclable with lower environmental impact,
including continuing to invest in developing compostable and biodegradable packaging.
Research and development costs were $737 million, $760 million and $754 million in 2017, 2016 and 2015,
respectively, and are reported within selling, general and administrative expenses. Consumer research is
excluded from such research and development costs and included in other marketing costs.
Regulatory Matters
The conduct of our businesses, including the production, storage, distribution, sale, display, advertising,
marketing, labeling, content, quality, safety, transportation, disposal, recycling and use of our products, as
well as our occupational health and safety practices and protection of personal information, are subject to
various laws and regulations administered by federal, state and local governmental agencies in the United
States, as well as to laws and regulations administered by government entities and agencies in the more than
200 other countries and territories in which our products are made, manufactured, distributed or sold. It is
our policy to abide by the laws and regulations around the world that apply to our businesses.
The U.S. laws and regulations that we are subject to include: the Federal Food, Drug and Cosmetic Act and
various state laws governing food safety; the Food Safety Modernization Act; the Occupational Safety and
Health Act; various federal, state and local environmental protection laws, as discussed below; the Federal
Motor Carrier Safety Act; the Federal Trade Commission Act; the Lanham Act; various federal and state
laws and regulations governing competition and trade practices; various federal and state laws and regulations
governing our employment practices, including those related to equal employment opportunity, such as the
Equal Employment Opportunity Act and the National Labor Relations Act and those related to overtime
compensation, such as the Fair Labor Standards Act; customs and foreign trade laws and regulations; laws
regulating the sale of certain of our products in schools; and laws relating to the payment of taxes. We are
also required to comply with the Foreign Corrupt Practices Act and the Trade Sanctions Reform and Export
Enhancement Act. We are also subject to various state and local statutes and regulations, including state
consumer protection laws such as Proposition 65 in California, which requires that a specific warning appear
8
on any product that contains a substance listed by the State of California as having been found to cause cancer
or birth defects, unless the amount of such substance in the product is below a safe harbor level.
We are also subject to numerous similar and other laws and regulations outside the United States, including
but not limited to laws and regulations governing food safety, occupational health and safety, competition,
anti-corruption and data privacy. In many jurisdictions, compliance with competition laws is of special
importance to us due to our competitive position in those jurisdictions, as is compliance with anti-corruption
laws, including the U.K. Bribery Act. We rely on legal and operational compliance programs, as well as inhouse and outside counsel and other experts, to guide our businesses in complying with the laws and
regulations around the world that apply to our businesses.
In addition, certain jurisdictions have either imposed, or are considering imposing, new or increased taxes
on the manufacture, distribution or sale of our products, ingredients or substances contained in, or attributes
of, our products or commodities used in the production of our products. These taxes vary in scope and form:
some apply to all beverages, including non-caloric beverages, while others apply only to beverages with a
caloric sweetener (e.g., sugar). Similarly, some measures apply a single tax rate per liquid ounce while others
apply a graduated tax rate depending upon the amount of added sugar in the beverage and some apply a flat
tax rate on beverages containing a particular substance or ingredient.
In addition, certain jurisdictions have either imposed, or are considering imposing, product labeling or warning
requirements or other limitations on the marketing or sale of certain of our products as a result of ingredients
or substances contained in such products or the audience to whom products are marketed. These types of
provisions have required that we provide a label that highlights perceived concerns about a product or warns
consumers to avoid consumption of certain ingredients or substances present in our products. It is possible
that similar or more restrictive requirements may be proposed or enacted in the future. Regulators may also
restrict consumers’ ability to use benefit programs, such as the Supplemental Nutrition Assistance Program
in the United States, to purchase certain beverages and foods. In addition, legislation has been enacted in
certain U.S. states and in certain other countries where our products are sold that requires collection and
recycling of containers or that prohibits the sale of our beverages in certain non-refillable containers, unless
a deposit, ecotax or other fee is charged. It is possible that similar or more restrictive requirements may be
proposed or enacted in the future.
We are also subject to national and local environmental laws in the United States and in foreign countries in
which we do business, including laws related to water consumption and treatment, wastewater discharge and
air emissions. In the United States, our facilities must comply with the Clean Air Act, the Clean Water Act,
the Comprehensive Environmental Response, Compensation and Liability Act, the Resource Conservation
and Recovery Act and other federal and state laws regarding handling, storage, release and disposal of wastes
generated on-site and sent to third-party owned and operated off-site licensed facilities and our facilities
outside the United States must comply with similar laws and regulations. In addition, continuing concern
over climate change may result in new or increased legal and regulatory requirements (in or outside of the
United States) to reduce or mitigate the potential effects of greenhouse gases, or to limit or impose additional
costs on commercial water use due to local water scarcity concerns. Our policy is to abide by all applicable
environmental laws and regulations, and we have internal programs in place with respect to our global
environmental compliance. We have made, and plan to continue making, necessary expenditures for
compliance with applicable environmental laws and regulations. While these expenditures have not had a
material impact on our business, financial condition or results of operations to date, changes in environmental
compliance requirements, and any expenditures necessary to comply with such requirements, could adversely
affect our financial performance. In addition, we and our subsidiaries are subject to environmental remediation
obligations arising in the normal course of business, as well as remediation and related indemnification
obligations in connection with certain historical activities and contractual obligations, including those of
businesses acquired by us or our subsidiaries. While these environmental remediation and indemnification
9
obligations cannot be predicted with certainty, such obligations have not had, and are not expected to have,
a material impact on our capital expenditures, earnings or competitive position.
In addition to the discussion in this section, see also “Item 1A. Risk Factors.”
Employees
As of December 30, 2017, we and our consolidated subsidiaries employed approximately 263,000 people
worldwide, including approximately 113,000 people within the United States. In certain countries, our
employment levels are subject to seasonal variations. We or our subsidiaries are party to numerous collective
bargaining agreements. We expect that we will be able to renegotiate these collective bargaining agreements
on satisfactory terms when they expire. We believe that relations with our employees are generally good.
Available Information
We are required to file annual, quarterly and current reports, proxy statements and other information with
the U.S. Securities and Exchange Commission (SEC). The public may read and copy any materials that we
file with the SEC at the SEC’s Public Reference Room at 100 F Street, N.E., Washington, D.C. 20549.
Information on the operation of the Public Reference Room may be obtained by calling the SEC at 1-800SEC-0330. In addition, the SEC maintains an Internet site that contains reports, proxy and information
statements, and other information regarding issuers that file electronically with the SEC at http://www.sec.gov.
Our Annual Reports on Form 10-K, Quarterly Reports on Form 10-Q, Current Reports on Form 8-K, proxy
statements and amendments to those documents filed or furnished pursuant to Section 13(a) or 15(d) of the
Securities Exchange Act of 1934, as amended (Exchange Act), are also available free of charge on our Internet
site at http://www.pepsico.com as soon as reasonably practicable after such reports are electronically filed
with or furnished to the SEC.
Investors should note that we currently announce material information to our investors and others using
filings with the SEC, press releases, public conference calls, webcasts or our corporate website
(www.pepsico.com), including news and announcements regarding our financial performance, key personnel,
our brands and our business strategy. Information that we post on our corporate website could be deemed
material to investors. We encourage investors, the media, our customers, consumers, business partners and
others interested in us to review the information we post on these channels. We may from time to time update
the list of channels we will use to communicate information that could be deemed material and will post
information about any such change on www.pepsico.com. The information on our website is not, and shall
not be deemed to be, a part hereof or incorporated into this or any of our other filings with the SEC.
Item 1A. Risk Factors.
You should carefully consider the risks described below in addition to the other information set forth in this
Annual Report on Form 10-K. Any of the factors described below could occur or continue to occur and could
have a material adverse effect on our business, financial condition, results of operations or the price of our
publicly traded securities. The risks below are not the only risks we face. Additional risks and uncertainties
not currently known to us, or that we currently deem to be immaterial, may occur or become material in the
future and may also adversely affect our business, reputation, financial condition, results of operations or the
price of our publicly traded securities. Therefore, historical operating results, financial and business
performance, events and trends may not be a reliable indicator of future operating results, financial and
business performance, events or trends.
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Demand for our products may be adversely affected by changes in consumer preferences or any inability
on our part to innovate, market or distribute our products effectively, and any significant reduction in
demand could adversely affect our business, financial condition or results of operations.
We are a global food and beverage company operating in highly competitive categories and markets. To
generate revenues and profits, we rely on continued demand for our products and therefore must understand
our customers and consumers and sell products that appeal to them in the sales channel in which they prefer
to shop or browse for such products. In general, changes in consumption in our product categories or consumer
demographics could result in reduced demand for our products. Demand for our products depends in part on
our ability to anticipate and effectively respond to shifts in consumer trends and preferences, including
increased demand for products that meet the needs of consumers who are concerned with: health and wellness
(including products that have less added sugars, sodium and saturated fat); convenience (including responding
to changes in in-home and on-the-go consumption patterns and methods of distribution of our products to
customers and consumers); or the location of origin or source of the ingredients and products (including the
environmental impact related to the production of our products).
Consumer preferences have been evolving, and are expected to continue to evolve, due to a variety of factors,
including: changes in consumer demographics, including the aging of the general population and the
emergence of the millennial and younger generations who have differing spending and consumption habits;
consumer concerns or perceptions regarding the nutrition profile of certain of our products, including the
presence of added sugar, sodium and saturated fat in certain of our products; growing demand for organic or
locally sourced ingredients, or consumer concerns or perceptions (whether or not valid) regarding the health
effects of ingredients or substances present in certain of our products, such as 4-MeI, acrylamide, artificial
flavors and colors, artificial sweeteners, aspartame, caffeine, furfuryl alcohol, high-fructose corn syrup,
partially hydrolyzed oils, saturated fat, sodium, sugar, trans fats or other product ingredients, substances or
attributes, including genetically engineered ingredients; taxes or other restrictions, including labeling
requirements, imposed on our products; consumer concerns or perceptions regarding packaging materials,
including their environmental impact; changes in package or portion size; changes in social trends that impact
travel, vacation or leisure activity patterns; changes in weather patterns or seasonal consumption cycles; the
continued acceleration of e-commerce and other methods of purchasing products; negative publicity (whether
or not valid) resulting from regulatory actions, litigation against us or other companies in our industry or
negative or inaccurate posts or comments in the media, including social media, about us, our employees, our
products or advertising campaigns and marketing programs; perception of social media posts or other
information disseminated by us or our employees and agents, customers, suppliers, bottlers, distributors, joint
venture partners or other third parties; perception of our employees, agents, customers, suppliers, bottlers,
distributors, joint venture partners or other third parties or the business practices of such parties; product
boycotts; or a downturn in economic conditions. Any of these factors may reduce consumers’ willingness to
purchase our products and any inability on our part to anticipate or react to such changes could result in
reduced demand for our products and erosion of our competitive and financial position and could adversely
affect our business, reputation, financial condition or results of operations.
Demand for our products is also dependent in part on product quality, product and marketing innovation and
production and distribution, including our ability to: maintain a robust pipeline of new products; improve
the quality of existing products; extend our portfolio of products in growing markets and categories; respond
to cultural differences and regional consumer preferences (whether through developing or acquiring new
products that are responsive to such preferences); monitor and adjust our use of ingredients (including to
respond to applicable regulations); develop or acquire a broader portfolio of product choices, including by
continuing to increase non-carbonated beverage offerings and other alternatives to traditional carbonated
beverage offerings and, in some cases, reformulations of our traditional carbonated beverage offerings;
develop sweetener alternatives and innovation; improve the production, packaging and distribution of our
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products; respond to competitive product and pricing pressures and changes in distribution channels, including
in the rapidly growing e-commerce channel; and implement effective advertising campaigns and marketing
programs, including successfully adapting to a rapidly changing media environment through the use of social
media and online advertising campaigns and marketing programs.
Although we devote significant resources to the items mentioned above, there can be no assurance as to our
continued ability to develop, launch, maintain or distribute successful new products or variants of existing
products in a timely manner (including to correctly anticipate or effectively react to changes in consumer
preferences) or to develop and effectively execute advertising and marketing campaigns that appeal to
customers and consumers. Our failure to make the right strategic investments to drive innovation or
successfully launch new products or variants of existing products or effectively distribute our products could
decrease demand for our existing products by negatively affecting consumer perception of our existing brands
and may result in inventory write-offs and other costs that could adversely affect our business, financial
condition or results of operations.
Changes in, or failure to comply with, laws and regulations applicable to our products or our business
operations could adversely affect our business, financial condition or results of operations.
The conduct of our business is subject to various laws and regulations administered by federal, state and local
governmental agencies in the United States, as well as government entities and agencies outside the United
States, including laws and regulations relating to the production, storage, distribution, sale, display,
advertising, marketing, labeling, content, quality, safety, transportation, disposal, recycling and use of our
products, as well as our employment and occupational health and safety practices and protection of personal
information. In addition, in many jurisdictions, compliance with competition laws is of special importance
to us due to our competitive position in those jurisdictions, as is compliance with anti-corruption laws. Many
of these laws and regulations have differing or conflicting legal standards across the various markets where
our products are made, manufactured, distributed or sold and, in certain markets, such as developing and
emerging markets, may be less developed or certain. For example, products containing genetically engineered
ingredients are subject to varying regulations and restrictions in the jurisdictions in which our products are
made, manufactured, distributed or sold. In addition, these laws and regulations and related interpretations
may change, sometimes dramatically and unexpectedly, as a result of a variety of factors, including political,
economic or social events. Such changes may include changes in: food and drug laws; laws related to product
labeling, advertising and marketing practices; laws and treaties related to international trade, including laws
regarding the import or export of our products or ingredients used in our products and tariffs; laws and
programs restricting the sale and advertising of certain of our products, including restrictions on the audience
to whom products are marketed; laws and programs aimed at reducing, restricting or eliminating ingredients
or substances in, or attributes of, certain of our products; laws and programs aimed at discouraging the
consumption or altering the package or portion size of certain of our products, including laws imposing
restrictions on the use of government funds or programs, such as the Supplemental Nutrition Assistance
Program (included within the Farm Bill in the United States), to purchase certain of our products; increased
regulatory scrutiny of, and increased litigation involving product claims and concerns (whether or not valid)
regarding the effects on health of ingredients or substances in, or attributes of, certain of our products, including
without limitation those found in energy drinks; state consumer protection laws; laws regulating the protection
of personal information; cyber-security regulations; regulatory initiatives, including the imposition or
proposed imposition of new or increased taxes or other measures impacting the manufacture, distribution or
sale of our products; accounting rules and interpretations; employment laws; privacy laws; laws regulating
the price we may charge for our products; laws regulating water rights and access to and use of water or
utilities; environmental laws, including laws relating to the regulation of water treatment and discharge of
wastewater and air emissions and laws relating to the disposal, recovery or recycling of our products and
their packaging. Changes in regulatory requirements, and competing regulations and standards, where our
12
products are made, manufactured, distributed or sold, may result in higher compliance costs, capital
expenditures and higher production costs, which could adversely affect our business, reputation, financial
condition or results of operations.
The imposition by any jurisdiction in the United States or outside the United States of new laws, regulations
or governmental policy and their related interpretations, or changes in any of the foregoing, including taxes,
labeling, product or production requirements or other limitations on, or pertaining to, the sale or advertisement
of certain of our products, ingredients or substances contained in, or attributes of, our products or commodities
used in the production of our products, may further alter the way in which we do business and, therefore,
may continue to increase our costs or liabilities or reduce demand for our products, which could adversely
affect our business, financial condition or results of operations. If one jurisdiction imposes or proposes to
impose new requirements or restrictions, other jurisdictions may follow and the requirements or restrictions,
or proposed requirements or restrictions, may also result in adverse publicity (whether or not valid). For
example, if one jurisdiction imposes a tax on sugar-sweetened beverages or foods, or imposes a specific
labeling or warning requirement, other jurisdictions may impose similar or other measures that impact the
manufacture, distribution or sale of our products. The foregoing may result in decreased demand for our
products, adverse publicity or increased concerns about the health implications of consumption of ingredients
or substances in our products (whether or not valid).
In addition, studies (whether or not scientifically valid) are underway by third parties purporting to assess
the health implications of consumption of certain ingredients or substances present in certain of our products,
such as 4-MeI, acrylamide, caffeine, furfuryl alcohol, added sugars, sodium and saturated fat. Third parties
have also published documents or studies claiming (whether or not valid) that taxes can address consumer
consumption of sugar-sweetened beverages and other foods high in sugar, sodium or saturated fat. If, as a
result of these studies and documents or otherwise, there is an increase in consumer concerns (whether or
not valid) about the health implications of consumption of our products, an increase in the number of
jurisdictions that impose taxes on our products, or an increase in new labeling, product or production
requirements or other restrictions on the manufacturing, sale or display of our products, demand for our
products could decline, or we could be subject to lawsuits or new regulations that could affect sales of our
products, any of which could adversely affect our business, financial condition or results of operations.
Although we have policies and procedures in place that are designed to promote legal and regulatory
compliance, our employees, suppliers, or other third parties with whom we do business could take actions,
intentional or not, that violate these policies and procedures or applicable laws or regulations or could fail
to maintain required documentation sufficient to evidence our compliance with applicable laws or regulations.
Violations of laws or regulations could subject us to criminal or civil enforcement actions, including fines,
penalties, disgorgement of profits or activity restrictions, any of which could result in adverse publicity or
affect our business, financial condition or results of operations. In addition, regulatory authorities under
whose laws we operate may have enforcement powers that can subject us to actions such as product recall,
seizure of products or assets or other sanctions, which could have an adverse effect on the sales of products
in our portfolio or could lead to damage to our reputation.
In addition, we and our subsidiaries are party to a variety of legal and environmental remediation obligations
arising in the normal course of business, as well as environmental remediation, product liability, toxic tort
and related indemnification proceedings in connection with certain historical activities and contractual
obligations, including those of businesses acquired by us or our subsidiaries. Due to regulatory complexities,
uncertainties inherent in litigation and the risk of unidentified contaminants on current and former properties
of ours and our subsidiaries, the potential exists for remediation, liability and indemnification costs to differ
materially from the costs we have estimated. We cannot guarantee that our costs in relation to these matters
13
will not exceed our estimates or otherwise have an adverse effect on our business, financial condition or
results of operations.
The imposition or proposed imposition of new or increased taxes aimed at our products could adversely
affect our business, financial condition or results of operations.
Certain jurisdictions in which our products are made, manufactured, distributed or sold have either imposed,
or are considering imposing, new or increased taxes on the manufacture, distribution or sale of our products,
ingredients or substances contained in, or attributes of, our products or commodities used in the production
of our products. These taxes vary in scope and form: some apply to all beverages, including non-caloric
beverages, while others apply only to beverages with a caloric sweetener (e.g., sugar). Similarly, some
measures apply a single tax rate per liquid ounce while others apply a graduated tax rate depending upon the
amount of added sugar in the beverage and some apply a flat tax rate on beverages containing a particular
substance or ingredient. For example, effective January 2018, the City of Seattle, Washington in the United
States enacted a per-ounce surcharge on all sugar-sweetened beverages. By contrast, the United Kingdom
enacted a graduated tax, effective April 2018, in which the per-ounce tax rate is tied to the amount of added
sugar present in the beverage: the higher the amount of added sugar, the higher the per-ounce tax rate and
Saudi Arabia enacted, effective June 2017, a flat tax rate of 50% on the retail price of carbonated soft drinks.
These tax measures, whatever their scope or form, could increase the cost of our products, reduce overall
consumption of our products, lead to negative publicity (whether based on scientific fact or not) or leave
consumers with the perception (whether or not valid) that our products do not meet their health and wellness
needs. Such factors could adversely affect our business, financial condition or results of operations.
Significant additional labeling or warning requirements or limitations on the marketing or sale of our
products may reduce demand for such products and could adversely affect our business, financial condition
or results of operations.
Certain jurisdictions in which our products are made, manufactured, distributed or sold have either imposed,
or are considering imposing, product labeling or warning requirements or limitations on the marketing or
sale of certain of our products as a result of ingredients or substances contained in such products. These types
of provisions have required that we provide a label that highlights perceived concerns about a product or
warns consumers to avoid consumption of certain ingredients or substances present in our products. For
example, in California in the United States, Proposition 65 requires a specific warning on or relating to any
product that contains a substance listed by the State of California as having been found to cause cancer or
birth defects or other reproductive harm, unless the level of such substance in the product is below a safe
harbor level established by the State of California.
In addition, a number of jurisdictions, both in and outside the United States, have imposed or are considering
imposing labeling requirements, including color-coded labeling of certain food and beverage products where
colors such as red, yellow and green are used to indicate various levels of a particular ingredient, such as
sugar, sodium or saturated fat. The imposition or proposed imposition of additional product labeling or
warning requirements could reduce overall consumption of our products, lead to negative publicity (whether
based on scientific fact or not) or leave consumers with the perception (whether or not valid) that our products
do not meet their health and wellness needs. Such factors could adversely affect our business, financial
condition or results of operations.
Changes in laws and regulations relating to packaging or disposal of our products could continue to
increase our costs and reduce demand for our products or otherwise have an adverse impact on our
business, reputation, financial condition or results of operations.
Certain of our products are sold in packaging designed to be recoverable for recycling but not all packaging
14
is recovered, whether due to low value, lack of infrastructure or otherwise. The United States and many other
jurisdictions have imposed or are considering imposing regulations or policies designed to encourage
recycling, including requiring that deposits or certain taxes or fees be charged in connection with the sale,
distribution, marketing and use of certain packaging; extended producer responsibility policies which makes
brand owners responsible for the costs of recycling products after consumers have used them; and adopting
or extending product stewardship policies which could require brand owners to plan for and, if necessary,
pay for the recycling or disposal of packaging after consumers have used them. In addition, these jurisdictions
may elect to impose regulations or policies to ban the use of certain packaging, such as plastic beverage
bottles. Compliance with these laws and regulations could continue to affect our costs or require changes in
our distribution model, which could adversely affect our business, financial condition or results of operations.
Further, our reputation could be damaged if we or others in our industry do not act, or are perceived not to
act, responsibly with respect to packaging or disposal of our products.
Our business, financial condition or results of operations could suffer if we are unable to compete
effectively.
Our beverage, food and snack products are in highly competitive categories and markets and compete against
products of international beverage, food and snack companies that, like us, operate in multiple geographies,
as well as regional, local, and private label manufacturers, economy brands and other competitors. In many
countries in which our products are sold, including the United States, The Coca-Cola Company is our primary
beverage competitor. Other beverage, food and snack competitors include, but are not limited to, DPSG,
Kellogg Company, The Kraft Heinz Company, Mondel z International, Inc., Monster Beverage Corporation,
Nestlé S.A., Red Bull GmbH and Snyder’s-Lance, Inc.
Our beverage, food and snack products compete primarily on the basis of brand recognition and loyalty, taste,
price, value, quality, product variety, innovation, distribution, advertising, marketing and promotional activity,
packaging, convenience, service and the ability to anticipate and effectively respond to consumer preferences
and trends, including increased consumer focus on health and wellness and the continued acceleration of ecommerce and other methods of distributing and purchasing products. If we are unable to effectively promote
our existing products or introduce new products, if our advertising or marketing campaigns are not effective
or if we are otherwise unable to effectively respond to pricing pressure or compete effectively (including in
distributing our products effectively and cost efficiently through all existing and emerging channels of trade,
including through e-commerce and hard discounters), we may be unable to grow or maintain sales or category
share or we may need to increase capital, marketing or other expenditures, which may adversely affect our
business, financial condition or results of operations.
Our business, financial condition or results of operations could be adversely affected as a result of political
conditions in the markets in which our products are made, manufactured, distributed or sold.
Political conditions in the markets in which our products are made, manufactured, distributed or sold may
be difficult to predict and may adversely affect our business, financial condition and results of operations.
The results of elections, referendums or other political conditions in the markets in which our products are
made, manufactured, distributed or sold could create uncertainty regarding how existing laws and regulations
may change, including with respect to sanctions, climate change regulation, taxes, the movement of goods,
services and people between countries and other matters, and could result in exchange rate fluctuation,
volatility in global stock markets and global economic uncertainty. For example, there is continued uncertainty
surrounding the United Kingdom’s pending withdrawal from the European Union, including how the United
Kingdom will interact with other European Union countries following its departure. Any changes in, or the
imposition of new laws, regulations or governmental policy and their related interpretations due to elections,
15
referendums or other political conditions could have an adverse impact on our business, financial conditions
and results of operations.
Our business, financial condition or results of operations could be adversely affected if we are unable to
grow our business in developing and emerging markets.
Our success depends in part on our ability to grow our business in developing and emerging markets, including
Mexico, Russia, the Middle East, Brazil, China and India. However, there can be no assurance that our existing
products, variants of our existing products or new products that we make, manufacture, distribute or sell will
be accepted or be successful in any particular developing or emerging market, due to local or global
competition, product price, cultural differences, consumer preferences or otherwise. The following factors
could reduce demand for our products or otherwise impede the growth of our business in developing and
emerging markets: unstable economic, political or social conditions; acts of war, terrorist acts, and civil
unrest; increased competition; volatility in the economic growth of certain of these markets and the related
impact on developed countries who export to these markets; volatile oil prices and the impact on the local
economy in certain of these markets; our inability to acquire businesses, form strategic business alliances or
to make necessary infrastructure investments; our inability to complete divestitures or refranchisings;
imposition of new or increased labeling, product or production requirements, or other restrictions; imposition
of new or increased sanctions against, or other regulations restricting contact with, certain countries in these
markets, or imposition of new or increased sanctions against U.S. multinational corporations operating in
these markets; actions, such as removing our products from shelves, taken by retailers in response to U.S.
trade sanctions or other governmental action or policy; foreign ownership restrictions; nationalization of our
assets or the assets of our suppliers, bottlers, distributors, joint venture partners or other third parties;
imposition of taxes on our products or the ingredients or substances used in our products; governmentmandated closure, or threatened closure, of our operations or the operations of our suppliers, bottlers,
distributors, joint venture partners, customers or other third parties; restrictions on the import or export of
our products or ingredients or substances used in our products; regulations relating to the repatriation of funds
currently held in foreign jurisdictions to the United States; highly-inflationary economies, devaluation or
fluctuation, such as the devaluation of the Egyptian pound, Turkish lira, Pound sterling, Argentine peso and
the Mexican peso, or demonetization of currency; regulations on the transfer of funds to and from foreign
countries, currency controls or other currency exchange restrictions, which result in significant cash balances
in foreign countries, from time to time, or could significantly affect our ability to effectively manage our
operations in certain of these markets and could result in the deconsolidation of such businesses; the lack of
well-established or reliable legal systems; increased costs of doing business due to compliance with complex
foreign and U.S. laws and regulations that apply to our international operations, including the Foreign Corrupt
Practices Act, the U.K. Bribery Act and the Trade Sanctions Reform and Export Enhancement Act; and
adverse consequences, such as the assessment of fines or penalties, for any failure to comply with these laws
and regulations. If we are unable to expand our businesses in developing and emerging markets, effectively
operate, or manage the risks associated with operating, in these markets, or achieve the return on capital we
expect from our investments...
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