Customer Relationship Management For PepsiCo

Presented ByPartha Chatterjee

Sourav Banerjee

Debadrita Dey

CRM Definition Customer Relationship Management (CRM) is an information industry term for

methodologies, software, and usually Internet capabilities that help an enterprise manage customer relationships in an organized and efficient manner. In many cases, an enterprise builds a database about its customers. This database describes relationships in sufficient detail so that management, salespeople, and customer service reps can access information; match customer needs with product plans and offerings; remind customers of service requirements; know what other products a customer had purchased; etc.

There are three parts of application architecture of CRM.• Operational CRM Operational CRM means supporting the so-called "front office" business processes, which

include customer contact (sales, marketing and service).• Analytical CRM

In analytical CRM, data gathered within operational CRM are analyzed to segment customers or to identify cross-selling and up-selling potential. Data collection and analysis is viewed as a continuing and iterative process.

• Collaborative CRM Collaborative CRM facilitates interactions with customers through all channels (personal,

letter, fax, phone, web, e-mail) and supports co-ordination of employee teams and channels.

Objectives of CRM

• To simplify marketing and sales process• To make call centers more efficient• To provide better customer service• To discover new customers and increase customer

revenue • To cross sell products more effectively

About PepsiCo

PepsiCo is a leading global snack and beverage company. We manufacture, market, and sell a variety of salty, convenient, sweet grain-based, snacks, carbonated and non-carbonated beverages and foods.

Historical Analysis Founder Caleb Bradham Current CEO is Indra Nooyi Pepsi Co Inc. established in 1965 in North Carolina Ceo of PepsiCo Inc. Donald M. Kendall During first five years introduced new products such as Doritos and Funyuns Entered Japan and Eastern Europe markets In 1992, expanded beyond carbonated beverages via a agreement with

Ocean Spray to distribute single-serving juices Tropicana was acquired in 1998 and PepsiCo merged with the Quaker Oats

Company, including Gatorade, in 2001. Implemented a number of acquisitions with Taco Bell in 1978, Kentucky

Fried Chicken in 1986 and Pizza Hut in 1977

Mission

To be the world's premier consumer products company focused on convenient foods and beverages.  We seek to produce healthy financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate.  And in everything we do, we strive for honesty, fairness and integrity.”

Values• PepsiCo Inc. reflects their values by their commitments• Their committed to

• Sustained Growth• Empowered people• Responsibility and Trust

• PepsiCo Inc. commitment is to deliver sustained growth, through empowered people, acting with responsibility and trust.

Strategies• Realignment of their organization into three new business units;

• PepsiCo America Foods• Includes all of their Latin American food and snack business.

• PepsiCo America Beverages• Includes all of our Latin American beverage business

• PepsiCo International• Includes all PepsiCo business in the United Kingdom, Europe, Asia,

Middle East and Africa.

Financial Objectives• Increase our investment in developing markets, make selective investments to

continue growing our global snacks business and accelerate our global R&D initiatives to help secure our future innovation pipeline.

• Produce $1.2 billion in pre-tax savings over the next three years (Productivity for Growth Initiative)

• Investing to drive additional growth in key developing markets across the world in both Snacks and Beverages.

• Targeted marketplace investments to further secure our competitive position in developed Snack markets.

Pepsi : 10 Years Stock Price Performance

PepsiCo Drinks Up MySAP

SAP announced on Wednesday that global brand leader PepsiCo has selected mySAP Business Suite as the primary business platform for unifying its operations, standardizing business processes and increasing efficiency across its divisions. The US$27 billion convenience food and beverage company produces Frito-Lay snacks, Pepsi-Cola beverages, Gatorade sports drinks, Tropicana juices and Quaker foods. SAP spokespeople declined to comment the value of the deal in either dollars or seats. However, John Grozier, SAP's vice-president of CRM product marketing, told CRM Buyer in an interview that PepsiCo selected mySAP to kick off of a major business transformation for the company. "Ultimately this is an enterprise-wide decision and the specific plans being worked out right now," he said.

Recommendations

• Lay-off about 3300 positions• Savings from Productivity for Growth Initiative is going to go into North

America Beverages• Selected investments will be allocated into key developing markets, and

then Snacks in developed markets from marketplace investments and then R&D.

• Introduce a wide-variety of Non-carbonated beverages

Thank You