Pepsico India Case Study
About PepsiCo
PepsiCo is a global food and beverage leader with net revenues of more than $65 billion with 22 brands that exceed $1 billion annual sales. PepsiCo entered India in 1989 and has grown into one of the largest food and beverage businesses in the country.
Unlike USA where Pepsi Bottling group (PBG), a subsidiary of PepsiCo which has exclusive rights for manufacturing, selling and distribution of PepsiCo beverages in 43 states, PepsiCo India does not have any such partner. PBG’s success is based on its large sales force which specializes in direct store delivery.
Current Operations in India
PepsiCo India has 38 beverage bottling plants besides three plants for making snacks. PepsiCo India handles nearly 50% of its bottling operation while for the rest 50% it depends on a number of small bottlers.
Close to 24 beverage plants are franchisee-owned (FOBO) and the remaining 14 are company-owned
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The major raw materials that PepsiCo India buys are sugar, mango pulp and PET (Polyethylene Terephthalate) bottle resins. Key raw material suppliers such as mango pulp and other products are required by Pepsi not to service other competitors. However, bottle resins, crowns and other government regulated materials such as sugar are sourced from suppliers who service competitors also. Other raw materials like orange juice are procured globally. PepsiCo India uses third party logistics provider for procurement needs.
Manufacturing
All bottlers whether company owned (COBO) or third party independent bottlers (FOBO) are required to utilize the same suppliers as PepsiCo’s own plants. The information regarding suppliers and PepsiCo’s contract negotiated prices is passed on to independent bottlers and company owned plants by the procurement division. Third party bottlers are free to negotiate their pricing. They often obtain better deals by offering cash payments.
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