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Who We Are

Jahron Maytal
Francis Yachdav

Hamasseh Dongpyo Logan

Pourhamzeh Hong Zoppel

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 Agenda
Internal Narrative: Mission and Vision
Internal Narrative: Principals
Negative External Narrative
Positive External Narrative
Challenges and Opinions
Final Words
Q&A
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 Our Mission & Vision
PepsiCo is focused on Delivering
sustainable long- term growth while
leaving a positive imprint on society and
the environment- what we call
Performance with purpose.

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Our Mission & Vision

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 Societal Imprint
Healthier choice:
-Reduced sugar, salt enhanced beneficial ions
-Short-term goal
Easily understandable Information
-Calorie label
Honest Marketing
-Children comes before revenue
Source: http://www.pepsicobeveragefacts.com/home/WhatWeBelieve

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Societal Imprint

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Societal Imprint

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 Environmental Imprint
Fundamental Use of Water Sustainability:
Protect and conserve global water supplies

Provide people access to clean water around

the world
Source: http://www.pepsico.com/live/pressrelease/pepsico-exceeds-global-water- stewardship-
goals 08292016

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 Our Guiding Principles
As a leading food and beverage company
that operates in every corner of the globe,
we're deeply committed to improving the
communities where we operate -- and the
lives of the people who call them home.

Source: http://www.pepsico.com/sustainability/Philanthropy

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 Our Guiding Principles
Care for our customers and the world we live in.
Speak with truth and candor at all times.
Respect others and succeed together.
Sell only products we can be proud of.
Win with diversity and engagement.
Balance short term and long term.
Source: http://www.pepsico.com/sustainability

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Negative External Narrative
Kendall Jenners Pepsi advertisement
Pepsi wanted to project a global message of unity
Caused controversy about Black Lives Matter

Source: http://www.huffingtonpost.com/entry/mlks-daughter-bernice-king-blasts-pepsis-in-mic -drop-

tweet_us_58e51e21e4b06a4cb30e3a5a)

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 Positive External Narratives
Campaign Failures:
Bouncing back
Source: http://adage.com/article/cmo-strategy/kendall-jenner-ad-debacle-pepsi/308587/
Stock prices not bothered
Source: http://heavy.com/news/2017/04/pepsi-pep-stock-takeover-kendall-jenner-commercial-united-airlines-ual/
Tuberculosis:
Initiative to help children all over the world
Source: https://www.dddmag.com/article/2016/11/pepsi-test-new-flavors-tuberculosis-drugs

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Challenges

>
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 Final Words
Stock Prices 4/5/2017 ( day the ad was released)

https://www.nyse.com/quote/XNYS:PEP 15
 Final Words
Stock Prices 4/12/2017 (week after ad was released)

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https://www.nyse.com/quote/XNYS:PEP
 Final Words
Stock Prices 9/12/2017 (todays stock price)

https://www.nyse.com/quote/XNYS:PEP 17
Q&A

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 Sources
http://www.pepsico.com/sustainability

https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=11&cad=rja&uact=8&ved=0ahUKE
wjZ5ZL4v5vWAhVhrVQKHYUHCUo4ChAWCCUwAA&url=https%3A%2F%2Fwww.nytimes.com%2F2017
%2F04%2F05%2Fbusiness%2Fkendall-jenner-pepsi-
ad.html%3Fmcubz%3D3%26mcubz%3D3&usg=AFQjCNH77uSCBUkQMcqLRUvGz5wRmU-kLg

http://www.pepsico.com/sustainability/Philanthropy

Source: http://www.pepsicobeveragefacts.com/home/WhatWeBelieve

https://www.thestreet.com/story/13924362/2/why-pepsico-s-unhealthy-foods-equal-healthy-profits-for-
investors.html

http://www.pepsico.com/docs/album/sustainability-
reporting/pepsico_sustainability_report_2015_and_-2025_agenda.pdf#page=20

http://legalinsurrection.com/2016/12/pepsi-company-wants-more-healthy-snacks-but-do-consumers/

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