BRAND MANAGEMENT

PROF. KASHIF IQBAL

M. ZESHAN ARSHAD
G1F16MBAM2217
ASSIGNMENT # 3
M.BA-6 (A)
Brand Portfolio
PepsiCo has achieved a comprehensive portfolio within the food and beverages categories.
Each of the two categories are equally strong and each account for nearly half of the total
revenue. A primary advantage of PepsiCo’s diverse portfolio is the complementary relationship
that exists among the products and the sense of “related diversity” that allows PepsiCo’s foods
and beverages to be consumed together (PepsiCo Annual Report, 2013).
The portfolio consists of 22 brands including leading family brands such as Frito-Lay snack
foods, Gatorade’s line of sports drinks, Quaker meal and snack products, and Tropicana fruit
juices. PepsiCo has strategically entered complementary categories through acquiring specific
brands that share the same customers and can be purchased on any occasion. Individually, the
Pepsi brand presently consists of eight different flavors, ranging from caffeine free, diet,
reduced sugar etc. (PepsiCo Annual Report, 2013).

Brand Hierarchy
PepsiCo includes a variety of trusted individual brands as shown in below. In addition, PepsiCo
sells products through joint ventures with Unilever and Starbucks. PepsiCo has also obtained
licensing agreements with select products including Dr Pepper Snapple Group, Inc. (DPSG),
Dole Food Company, Inc.(Dole), and Ocean Spray Cranberries, Inc. (Ocean Spray) (PepsiCo
Annual Report, 2013).Furthermore, Pepsi’s own line of soft drinks includes a broad selection
of options to suit different customer preferences.
PepsiCo has 14 billion dollar beverage brands and 8 billion dollar snack brands. Of PepsiCo’s
14 billion dollar beverage brands, 8 are carbonated (called sparkling) and 6 are non-carbonated
(called still). The table below lists the company’s brands by category:
Sparkling Brands Still Brands Food Brands
Pepsi Gatorade Lay’s
Diet Pepsi Tropicana Walkers
Pepsi Max Aquafina Doritos
Mountain Dew Lipton* Ruffles
Diet Mountain Dew Brisk Fritos
7 Up* Starbucks RTD Beverages* Cheetos
Sierra Mist Tostitos
Mirinda Quaker
* Lipton and Starbucks RTD Beverages are partnerships with Unilever (UL) and Starbucks
(SBUX), respectively. Dr. Pepper/Snapple (DPS) owns the United States rights to 7-Up while
PepsiCo owns the international rights.
Despite PepsiCo’s name, the company sells much more than carbonated beverages. In fact,
only 8 of the company’s 22 billion dollar brands are carbonated. PepsiCo long ago recognized
the growth of still beverages over sparkling beverages. Today, PepsiCo has 6 billion dollar still
brands.
PepsiCo’s chip brand portfolio is second-to-none. The company dominates the chip category –
especially in the United States. In addition to its 7 billion dollar chip brands, PepsiCo also owns
the Quaker food brand.
 Brand Hierarchy of PepsiCo

Pepsico

Softdrinks Sportsdrinks Juices Fooditems Snacks

Pepsi-Cola Gatorade Tropicana Quacker Frito-lay

Mufffin,
Oats and
Pepsi Mirinda Gatorade G2 Tropicana Ocean Spray Cookie & Lays Corn Chip
Oatmeal
Brownie Mix

Soft Baked Ready to Eat

7Up Aquafina Dole Nake Juice Cheetos Doritos
Cookies Cereal

O.N.E Slice Aunt Jemima Rice and Roni Tostitos