PepsiCo India (Eastern Region): The Mountain Dew Strategy

Jun 18th, 2015
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It was 1st March, 2011. Indranil Ghosh, the newly appointed Regional Manager of PepsiCo. India (Eastern Region) (Refer to Exhibit 1) was on his way back from the airport to the regional headquarters of PepsiCo India at Kolkata . As the car stood at a traffic signal, he looked at the huge billboard for Mountain Dew (Refer to Exhibit 2) across the road. It reminded him of the meeting he had attended just the day before, with the top executives of PepsiCo India at their corporate headquarters at Gurgaon. Strategies for boosting sales of Mountain Dew in the eastern region were discussed at the meeting. Following the meeting, Indranil’s task was to develop a strategy that would double Mountain Dew’s market share in his region from the current level of about 1.5% - 3% in the next quarter (Apr-June) . Indranil was quite confident of meeting his target since he has successfully performed similar kinds of assignments in the past.

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PepsiCo India (Eastern Region): The Mountain Dew StrategyIt was 1st March, 2011. Indranil Ghosh, the newly appointed Regional Manager of PepsiCo. India (Eastern Region)1 (Refer to Exhibit 1) was on his way back from the airport to the regional headquarters of PepsiCo India at Kolkata2. As the car stood at a traffic signal, he looked at the huge billboard for Mountain Dew (Refer to Exhibit 2) across the road. It reminded him of the meeting he had attended just the day before, with the top executives of PepsiCo India at their corporate headquarters at Gurgaon. Strategies for boosting sales of Mountain Dew in the eastern region were discussed at the meeting. Following the meeting, Indranils task was to develop a strategy that would double Mountain Dews market share in his region from the current level of about 1.5% - 3% in the next quarter (Apr-June)3. Indranil was quite confident of meeting his target since he has successfully performed similar kinds of assignments in the past. However, if he fails he may have to cut a sorry figure to the PepsiCo management.COMPANY BACKGROUNDUS based PepsiCo Inc. was one of the largest food and beverages companies in the world with revenues of nearly USD 58 billion (Refer to Exhibit 3). PepsiCo was formed in 1965 with the merger of the Pepsi-Cola Company and Frito-Lay Inc. PepsiCo has since expanded from its flagship product Pepsi to a broader range of food and beverage brands that includes 19 mega brands. Each of these brands gene

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