Executive Summary

The Coca Cola Company is currently the leading beverage provider in the United States

and around the world. The Coca Cola Company has been able to do this because of their core

mission, which is to refresh the world, to inspire moments of optimism and happiness, and to

create value and make a difference (Company Mission Statement). Being on top and

outperforming competitors is Coca Cola’s main goal. In recent years, however, Coca Cola’s

main competitors PepsiCo and Dr Pepper Snapple Group have been doing their best to take Coca

Cola’s top spot, specifically PepsiCo. Some of the reason for PepsiCo’s success is through its

efforts in the snack food manufacturing industry with its partnership with Frito-Lay. In recent

years PepsiCo has generated more than 40% more revenue than Coca Cola. PepsiCo’s net

revenue after 2010 was at $60 billion while The Coca Cola Company’s was at $38 billion

(Mergent Online). Part of the reason PepsiCo has experienced a greater revenue is largely due to

their presence in the snack foods manufacturing industry. Therefore The Coca Cola Company

should increase their presence in the snack food manufacturing industry in order for them to keep

up with PepsiCo.

I propose that Coca Cola partner with ConAgra Foods, which is currently fourth in the

snack food manufacturing industry behind PepsiCo Frito Lay, Kraft Nabisco, and Procter and

Gamble (Hoovers). Currently The Coca Cola Company already is partnered with Procter and

Gamble, which has already allowed them to enter into the snack foods manufacturing industry.

The Coca Cola Company needs to further its efforts by partnering with ConAgra Foods so it can

continue to expand and compete directly with PepsiCo in the beverage and snack food

manufacturing industry. Partnering with ConAgra Foods will be greatly beneficial because of

their experience within the snack food manufacturing industry. The Coca Cola Company and

Peltier 1

ConAgra Foods will be able to benefit from each other in this possible joint venture. The Coca

Company will further benefit from the experience ConAgra Foods already holds within the snack

foods manufacturing industry whilst at the same time ConAgra Foods will benefit from the

structural and financial strengths provided by The Coca Cola Company. I want to use Coca

Cola’s mission to inspire happiness and refreshing the world in order to influence consumers to

purchase both Coca Cola and ConAgra Foods Food’s products, which will also help increase net

sales and market share.

Peltier 2

Table of Contents

The Coca Cola Company………………………………………………………………………….4

Incentives for The Coca Cola Company to Enter the Snack Foods Manufacturing Industry…….6

The Snack Foods Manufacturing Industry (Context)……………………………………………..7

The Coca Cola Company Expansion……………………………………………………………...9

Recommendation………………………………………………………………………………...10

Collaborators……………………………………………………………………………………..10

Competition………………………………………………………………………………………11

Customer…………………………………………………………………………………………11

Segmentation…………………………………………………………………………………......12

Target market…………………………………………………………………………………….13

Positioning……………………………………………………………………………………….14

Conclusion……………………………………………………………………………………….15

Bibliography……………………………………………………………………………………..16

Appendices………………………………………………………………………………………17

Figures 1-4……………………………………………………………………………………17-18

Peltier 3

The Coca Cola Company

The Coca Cola Company is a beverage retailer, manufacturer, and marketer of non-

alcoholic beverage concentrates and syrups. Coca Cola formula and brand was invented by John

Smith Pemberton in 1886. He then sold the formula and brand to Asa Candler in 1889; who then

incorporated The Coca Cola Company in 1892. Since then The Coca Cola Company offers more

than 200 brands in over 150 countries and produce over 1.6 billion product sales daily. The Coca

Cola Company’s headquarters is located in Atlanta, Georgia. The Company currently produces

over $38 billion in total revenue (Mergent Online) The Coca Cola Company’s previous five-year

net revenues are as follows:

Figure 1The Coca Cola Company Net Sales

(in Thousands)

Report Date 12/31/2010 12/31/2009 12/31/2008 12/31/2007 12/31/2006Currency USD USD USD USD USDScale Thousands Thousands Thousands Thousands Thousands

Net operating revenues $ 35,119,000

$ 30,990,000

$ 31,944,000

$ 28,857,000

$ 24,088,000

Cost of goods sold $ 12,693,000

$ 11,088,000

$ 11,374,000

$ 10,406,000

$ 8,164,000

Gross profit $ 22,426,000

$ 19,902,000

$ 20,570,000

$ 18,451,000

$ 15,924,000

Income before income taxes $ 14,243,000

$ 8,946,000

$ 7,439,000

$ 7,873,000

$ 6,578,000

Net Income $ 11,859,000

$ 6,906,000

$ 5,874,000

$ 5,981,000

$ 5,080,000

(Mergent Online)

The Coca Cola Company possesses numerous strengths that has helped them in becoming

one of the top companies in the world. One strength is that Coca Cola is known very well

worldwide. The Coca Cola Company brands are easily recognized and the company owns four of

the top five soft drink brands in the beverage industry: Coca-Cola, Diet Coke, Sprite, and Fanta

Peltier 4

(AcuVal). The Coca Cola Company produces over 150 brands that produce $30 billion in total

revenue, which has been increasing year to year. These strengths allow The Coca Cola Company

to produce new products and expand into different markets.

The Coca Cola Company is a very successful company, with limited weaknesses. Word

of mouth is a strength and weakness for every company. There are many people that have a lot of

good things to say about The Coca Cola Company, while there are many individuals who are

against The Coca Cola Company and the products that they produce. A good example of this is

when The Coca Cola Company received negative publicity in India during September of 2006.

The company was accused by the Center for Science and Environment (CSE) of selling products

containing pesticide residues. These pesticides contained chemicals that could cause cancers,

damage the nervous and reproductive systems, and reduce bone mineral density. Such negative

publicity could adversely impact the company’s brand image and the demand for The Coca Cola

Company’s products. Another weakness of The Coca Cola Company is health concerns facing

soft drinks. It is known that Coke and other soft drink products are not very beneficial to the

body. With today’s constant shift to health products, some products could possibly lose

customers. This new focus on weight and health could be a problem for The Coca Cola

Company’s products that are labeled detrimental to a person’s health. These possible weaknesses

are a cause for concern in future soft drink sales, a further incentive to expand the The Coca Cola

Company to expand into other financially beneficial industries.

The Coca Cola Company has few opportunities in its business. Coca Cola has the

opportunity to advertise its less popular products. With The Coca Cola Company’s large income

it has the available capital to invest into some of the other unpopular beverage brands on the

market. It would be very beneficial for The Coca Cola Company to be able to market their other

Peltier 5

brands to the extent they market their top 4 products. With The Coca Cola Company’s success

and income they have the opportunity to buy out their competition and to expand into different

markets. The Coca Cola Company could buyout up and coming smaller beverage providers to

keep competition at a minimum. The Coca Cola Company can also expand into other markets

besides the beverage industry to help increase income and keep The Coca Cola Company as one

of the best companies in the world. It may cost a lot in the short term but in the long term, if it all

goes according to plan, could result in a large profit.

Despite the fact that The Coca Cola Company dominates the beverage market, it still has

to deal with many threats. A major threat that The Coca Cola Company faces is the shifting of

health concerns. With more consumers becoming aware of the health risks of The Coca Cola

Company’s products can result in a major decrease in their products purchases. Another major

threat is The Coca Cola Company’s competition. The Coca Cola Company main competitor is

PepsiCo, which sells a very similar product, Pepsi, which is comparable to The Coca Cola

Company’s leading product Coke. The Coca Cola Company needs to be careful that Pepsi does

not grow to becoming the more successful and popular drink. There are other beverage products

that are not soft drinks that pose as a threat as well, such as juices, coffees, and milk. (a more in

detail SWOT analysis can be found on page 17 Appendix 1)

Incentives for The Coca Cola Company to Enter the Snack Foods Manufacturing Industry

The Coca Cola Company’s competition is highly competitive with non-cola beverages,

such as iced tea, fruit juices, and bottled water, making strides into what the beverage industry

calls the ‘share of stomach.’ In recent years other companies have been trying to claim top spot

and go on the offensive to compete with The Coca Cola Company, specifically PepsiCo. PepsiCo

Peltier 6

has been taking strides to outperform The Coca Cola Company. PepsiCo purchased Quaker Oats

in 2001 obtaining their billion-dollar sport drink brand Gatorade. Not only did PepsiCo obtain

the brand Gatorade but it also obtained Quaker Oat’s many snack foods, which will market well

alongside PepsiCo’s snack partner Frito Lay. PepsiCo’s Frito Lay is a snack brand that produces

over $13 billion in net sales. (See Figure 2)

The Coca Cola Company is lagging behind PepsiCo and their expansion efforts;

however, The Coca Cola Company is trying to keep in stride with PepsiCo. When PepsiCo

partnered with the mega brand Starbucks coffee, The Coca Cola Company soon after acquired a

small but well-known coffee brand, Planet Java. Another area outside of the beverage industry

that PepsiCo entered was in online marketing. PepsiCo partnered with Yahoo and promised

integrated online marketing. The Coca Cola Company, not wanting to be outdone by PepsiCo,

quickly partnered with AOL, another leading online marketing source. Since PepsiCo is doing its

best to dominate not only the beverage industry but the snack manufacturing industry and other

industries also, The Coca Cola Company needs to continue in their efforts to compete with

PepsiCo in the snack manufacturing industry as well as any other industries.

The Snack Foods Manufacturing Industry (Context)

A snack is described as a small quantity of food eaten between meals or in place of a

meal. Snack foods generally comprise bakery products, ready-to-eat mixes, chips, and other light

processed foods. The United States snack foods manufacturing industry includes about 500

companies that produce combined total revenue of $24 billion (Hoover). Some of the major

companies include PepsiCo’s Frito-Lay, Kraft’s Nabisco subsidiary, and ConAgra Foods. The

top 50 companies own 90% of the total snack foods manufacturing industry revenue (Hoover).

Peltier 7

The snack foods manufacturing industry’s top five leading companies in the United States are as

follows:

Figure 2Snack Food Manufacturing Top 5 Companies Revenues and Sales

(in Millions)

Company Sales Revenue Market Share Total Market SalesPepsiCo Frito-Lay $ 13,224 55.10% $ 24,000Kraft Nabisco $ 6,001 25.00% $ 24,000Procter and Gamble $ 3,135 13.06% $ 24,000ConAgra Foods $ 1,289 5.37% $ 24,000B & G Foods $ 487 2.03% $ 24,000

Figure 3Snack Food Manufacturing To 5 Companies Sales Revenue Past 3 years

(in Millions)

Company 2010 2009 2008PepsiCo Frito-Lay $ 13,224 $ 12,507 $ 11,856Kraft Nabisco $ 6,001 $ 4,964 $ 5,025Procter and Gamble $ 3,135 $ 3,114 $ 3,204ConAgra Foods $ 1,289 $ 1,300 $ 1,200B & G Foods $ 487 $ 471 $ 411

The top five companies in the snack foods manufacturing industry have all been

experiencing growth in net sales in the past three years. This is a sign of a good industry for a

company to enter. However, the snack foods manufacturing industry face similar problems that

the beverage industry face. One major area of concern is the increasing health awareness. A lot

of the snack foods manufacturing companies have leading products that are not considered

healthy snacks. They are high in sodium, cholesterol, calories, and other non-healthy ingredients.

However, this does give these companies the opportunity to develop healthier snacks for

consumers.

Peltier 8

The Coca Cola Company Expansion

In response to PepsiCo’s expansion efforts Coca Cola has responded by partnering with

other companies. Coca-Cola has partnered with Nestle and set up the Coca-Cola Nestle

Refreshments Company in order to become a more aggressive company. Nestle offers strong

research and development while Coca-Cola offers a well-established infrastructure. Also Coca-

Cola has also partnered with Proctor and Gamble, owners of the beverage Sunny Delight. Coca-

Cola wanted to take advantage of Proctor and Gamble’s packaged goods experience. Coca-Cola

wants to use Proctor and Gamble’s experience in the snack manufacturing industry to help Coca-

Cola enter into the snack manufacturing industry. Coca-Cola has developed a new perspective in

that it “no longer wants to just dominate the fizzy red drink category, but it wants to become the

global leader in innovative snacks and nutritional beverages.” Coca-Cola not only wants to buy

the world a Coke, but everything that goes with it. The carbonated beverage industry is hardly

growing, but despite the needing to maintain the lead on PepsiCo, it cannot allow PepsiCo to get

ahead in the snack food manufacturing industry that it has been for decades. (Angelo Fernando)

Due to PepsiCo’s success in the snack foods manufacturing industry The Coca Cola

Company needs to further its efforts in the snack foods manufacturing industry. The Coca Cola

Company has already partnered with Procter and Gamble, which allowed them to enter into the

snack foods manufacturing industry. Procter and Gamble currently ranks third in terms of net

sales and market share in the snack foods manufacturing industry (See Figure 2 for details). The

Coca Cola Company needs to take one step further to continue to increase its market share in the

industry and become the leading company by partnering with another leading competitor in the

industry.

Peltier 9

Recommendation

The Coca Cola Company should form a joint venture with ConAgra Foods. The Coca

Cola Company would get 50% of ConAgra’s total sales. ConAgra Foods currently ranks fourth

in terms of net revenue and market share in the snack foods manufacturing industry producing

1.2 billion dollars (Mergent Online). With The Coca Cola Company’s strong infrastructure and

ConAgra Foods’ experience in the snack foods manufacturing industry, both companies could

benefit from each other. ConAgra would get The Coca Cola Company’s strong infrastructure that

should allow for ConAgra Foods to increase their market share and net revenues while The Coca

Cola Company will be able to further its presence in the snack foods manufacturing industry.

Collaborators

ConAgra Foods was founded in 1919 and is one of North America’s largest packaged

foods companies. ConAgra Foods’ products are available in supermarkets, as well as restaurants

and food service establishments. The headquarters of ConAgra Foods is located in Omaha,

Nebraska. ConAgra Foods is a company that produces over $11 billion in net revenue. (Mergent

Online) ConAgra Foods specializes in two different segments: Consumer Foods and Commercial

Foods. Consumer Foods provide branded, private label, and customize foods products in

categories such as meal, entrees, condiments, sides, snacks, and desserts. Consumer Foods

produced over $7 billion in 2010 with snacks producing $1.289 billion of the total revenue.

Commercial Foods provide branded foods and ingredients including potato products, milled

grain ingredients, vegetable products, seasonings, blends, and flavors. Commercial Foods

produced $2.235 billion in total revenue in 2010 (Mergent Online).

Peltier 10

ConAgra Foods’ snack category is currently fourth in terms of total revenue and market

share in the snack foods manufacturing industry. (See Figure 2 for snack food manufacturing

industry market share and net sales) ConAgra Foods’ snack net revenues in the last 3 years

are as follows:

Figure 4ConAgra Foods Snack Net Sales

(in Millions)ConAgra Foods 2010 2009 2008Net Sales $ 1,289 $ 1,321 $ 1,200

The Coca Cola Company and ConAgra Foods joint venture will be very beneficial

to both companies. The Coca Cola Company will increase its efforts in the snack foods

manufacturing industry by obtaining ConAgra Foods’ $1.2 billion snack brands. With ConAgra

Foods’ snack brands The Coca Cola Company will be able to help ConAgra Foods increase net

sales both in the US and internationally. The Coca Cola Company currently operates in over 150

countries and offers over 200 different types of brands. The Coca Cola Company also has a very

strong infrastructure that will help market ConAgra Foods snack products. Increasing ConAgra

Foods’ snack products on a global scale, with the help from The Coca Cola Company’s should

increase ConAgra Foods’ net sales and market share, which will be beneficial to both The Coca

Cola Company and to ConAgra Foods. With The Coca Cola Company already partnered with

Procter and Gamble’s snack brands and partnering with ConAgra Foods and their snack brands,

will give The Coca Cola Company close to 20% of the total $24 billion US snack foods

manufacturing industry. This will help The Coca Cola Company’s efforts in becoming the global

leader in innovative snacks and nutritional beverages.

Peltier 11

Competition

The Coca Cola Company and ConAgra Foods’ competitors include PepsiCo Frito Lay,

Kraft Foods, and B & G Foods. The Coca Cola Company and ConAgra Foods biggest

competitor is PepsiCo Frito Lay. PepsiCo Frito Lay currently owns 55% of the $24 billion snack

foods manufacturing industry (See Figure 2 for details). The Coca Cola Company and ConAgra

Foods’ efforts will be focused on being able to compete competitively with the leading

companies in the snack foods manufacturing industry. The Coca Cola Company wants to be able

to outperform PepsiCo in all areas and does not want PepsiCo to continue to grow and dominate

in the snack foods manufacturing industry. Kraft Foods is a main competitor as well considering

they own 25% of the $24 billion dollar industry. Kraft Foods is the largest confectionery, food,

and beverage provider in the United States producing a net revenue of $49.2 billion in 2010

(Mergent Online). The Coca Cola Company and ConAgra Foods will need to pay close attention

to both PepsiCo and Kraft Foods if they are to out perform these two leading competitors.

Customer

The Coca Cola Company and ConAgra Foods snack products will be distributed through

ConAgra’s current system. ConAgra currently uses 39 domestic manufacturing facilities and 41

domestic production facilities all across the United States to distribute their products (ConAgra

Foods). ConAgra Foods also has many stand-alone distributors all across the United States. The

Coca Cola Company and ConAgra foods will be able to use these facilities to distribute their

snack products to their customers. Currently The Coca Cola Company and ConAgra products are

currently sold in all 50 states. They are sold in grocery stores, drug stores, and mass merchandise

stores. Positioning and marketing The Coca Cola Company and ConAgra products at these

Peltier 12

locations will allow for them to have the greatest opportunity to increase net sales and market

share.

Segmentation

The consumers will be segmented into three different categories: on-the-move,

multitasking, and leisure consumers. On-the-move consumers are considered consumers that are

in a hurry and need something quick and convenient to eat. Multitasking consumers are

considered, for example, a consumer who is eating while working or talking on the phone.

Leisure consumers are considered consumers that will consume the snacks during times of down

time, for example a consumer who is watching TV may have a snack.

Target Market

Based on these segmentations mothers and college students seem most appealing to

target. ConAgra Foods products are already targeted towards mothers and college students,

however with The Coca Cola Company’s help allows for these target markets to be further

targeted and increase the potential total purchases. The mothers that will be targeted are mothers

aged 20-40 years old. According to Cencus.gov there are currently 18.112 million mothers

between the ages of 20-40 years of age. The reason mothers are being targeted is because they

are seen as the consumer who regularly goes grocery shopping for a family, quite possibly

consisting of numerous children. Snacks are a convenient way to feed children quickly. This is

why The Coca Cola Company and ConAgra Foods will market The Coca Cola Company and

ConAgra Foods’ snack products as easy and quick to consume products. This target market

should cover more than half the consumers that consume snacks, which makes it a highly

appealing number of potential consumers. Another ideal target market to address will be the

Peltier 13

college students. According to the National Center for Educational Statistics there are currently

18.2 million students attending college. College students are a target market because college

students are generally on their own and have to provide for themselves. Many college students

are looking for a quick and easy meal. The Coca Cola Company and ConAgra Foods’ snacks

will be marketed as quick and easy to consume products for college students.

The Coca Cola Company and ConAgra Foods’ snack products will be sold in stores

where current Coca Cola and ConAgra Foods’ brands are sold. These products are currently sold

in all 50 states. The Coca Cola Company and ConAgra Foods products are sold in grocery stores,

drug stores, and mass merchandise stores. Positioning the snack products in all these locations

will allow consumers to purchase Coca Cola and ConAgra Foods’ snack products at any location

they go to.

Positioning

The Coca Cola Company and ConAgra Foods’ snacks will be positioned as quick and

convenient to use. This positioning will allow for the snacks to be appealing to the target market.

The Coca Cola Company and ConAgra Foods’ can market their snacks to go well with The Coca

Cola Company’s many different types of beverages. This will allow for potential consumers to

purchase both The Coca Cola Company’s products and ConAgra Foods’ snacks. Following The

Coca Cola’s mission statement will allow for the snacks to be positioned properly. As mentioned

before The Coca Cola Company’s mission statement is to refresh the world, to inspire moments

of optimism and happiness, and to create value and make a difference. By staying on track with

this mission statement gives The Coca Cola Company and ConAgra foods the best chance to be

successful.

Peltier 14

Conclusion

PepsiCo has been taking great strides in trying to outperform The Coca Cola Company.

PepsiCo has managed to place themselves atop of the snack foods manufacturing industry by

owning 55% of the $24 billion industry. The Coca Cola Company has shifted its perspectives not

only to dominate the beverage industry but it also wants to dominate the snack foods

manufacturing industry as well. To do this they need to partner with a leading company in the

industry. The Coca Cola Company has already partnered with Procter and Gamble, which

allowed them to enter into the snack foods manufacturing industry. Procter and Gamble currently

ranks third in terms of net sales and market share in the snack foods manufacturing industry. The

Coca Cola needs to take one step further to continue to increase its market share in the industry

and become the leading company. The Coca Cola Company should form a joint venture with

ConAgra Foods. The Coca Cola Company would get 50% of ConAgra’s total sales. ConAgra

Foods currently ranks fourth in terms of net revenue and market share in the snack foods

manufacturing industry. With The Coca Cola Company’s strong infrastructure and ConAgra

Foods’ experience in the snack foods manufacturing industry, both companies could benefit from

each other. ConAgra would get The Coca Cola Company’s strong infrastructure that should

allow for ConAgra Foods to increase their market share and net revenues while The Coca Cola

Company will be able to further its presence in the snack foods manufacturing industry and give

them the chance to continue to compete with their main competitor PepsiCo.

Peltier 15

Bibliography

 "AccuVal | Insights | Industry Insights | Is Demand Fizzing Out?" Business Valuation, Valuation - AccuVal. 01 Aug. 2010. Web. 20 May 2011. <http://www.accuval.net/insights/industryinsights/detail.php?ID=142>.

"COCA-COLA." Angelofernando. Web. 22 May 2011. <http://www.angelofernando.com/raiders.htm>.

"Coke vs. Pepsi: The Dividend Challenge - Seeking Alpha." Stock Market News & Financial Analysis - Seeking Alpha. Web. 20 May 2011. <http://seekingalpha.com/article/186258-coke-vs-pepsi-the-dividend-challenge>.

"Company Mission Statement." He Coca-Cola Company. Web. 20 May 2011. <http://www.thecoca-colacompany.com/>.

"ConAgra Foods." Mergent Online. Web. 01 June 2011. <http://www.mergentonline.com.ezproxy2.otterbein.edu/companyfinancials.php?pagetype=asreported>.

"Marketing - Case Study: Growth Opportunities in the Snack Food Market." Tutor2u | Economics | Business Studies | Politics | Sociology | History | Law | Marketing | Accounting | Business Strategy. Web. 01 June 2011. <http://tutor2u.net/business/marketing/casestudy_snackfoods.asp>.

Memon, Sahil. "Coca Cola." Scribd. Web. 22 May 2011. <http://www.scribd.com/doc/51669175/Coca-Cola>.

"PepsiCo Company | PepsiCo.com." PepsiCo Home | PepsiCo.com. Web. 20 May 2011. <http://www.pepsico.com/Company.html>.

"PepsiCo Frito-Lay Brands | PepsiCo.com." PepsiCo Home | PepsiCo.com. Web. 20 May 2011. <http://www.pepsico.com/Brands/Frito_Lay-Brands.html>.

Sivy, Michael. "Coca-Cola's Strategy Gives It Leg up in Cola Competition - Apr. 17, 2007." Business, Financial, Personal Finance News - CNNMoney. 17 Apr. 2007. Web. 20 May 2011. <http://money.cnn.com/2007/04/12/magazines/moneymag/colawars.moneymag/index.htm>.

"Snack Foods Industry." Mergent Online. Jan. 2011. Web. 20 May 2011. <http://www.mergentonline.com.ezproxy2.otterbein.edu/documents.php?compnumber=6581>.

“Snack Foods Information from Hoovers | Business Solutions from Hoovers." Hoovers | Business Solutions from Hoovers. Web. 20 May 2011. <http://www.hoovers.com/industry/snack-foods/1371-1.html>.

 "SWOT Analysis." Coca Cola. Web. 20 May 2011. <http://coca-cola-remodel.tripod.com/id21.html>.

Peltier 16

Appendices

Appendix 1 The Coca Cola Company SWOT Analysis

Strengths WeaknessesInternal -Popularity

-well known-branding obvious and easily recognized-A lot of finance-customer loyalty-International Trade

-Word of mouth-lack of popularity of many Coca Cola’s brands-Most unknown and rarely seen-result of low profile or non-existent advertising-health issues

Threats OpportunitiesExternal -changing health-consciousness

attitude-legal issues-Health ministers-competition (Pepsi)

-many successful brands to pursue-advertise its less popular products-buy out competition.-More Brand recognition

Figure 1The Coca Cola Company Net Sales

(in Thousands)

Report Date 12/31/2010 12/31/2009 12/31/2008 12/31/2007 12/31/2006Currency USD USD USD USD USDScale Thousands Thousands Thousands Thousands Thousands

Net operating revenues $ 35,119,000

$ 30,990,000

$ 31,944,000

$ 28,857,000

$ 24,088,000

Cost of goods sold $ 12,693,000

$ 11,088,000

$ 11,374,000

$ 10,406,000

$ 8,164,000

Gross profit $ 22,426,000

$ 19,902,000

$ 20,570,000

$ 18,451,000

$ 15,924,000

Income before income taxes $ 14,243,000

$ 8,946,000

$ 7,439,000

$ 7,873,000

$ 6,578,000

Net Income $ 11,859,000

$ 6,906,000

$ 5,874,000

$ 5,981,000

$ 5,080,000

(Mergent Online)

Figure 2

Peltier 17

Snack Food Manufacturing Top 5 Companies Revenues and Sales(in Millions)

Company Sales Revenue Market Share Total Market SalesPepsiCo Frito-Lay $ 13,224 55.10% $ 24,000Kraft Nabisco $ 6,001 25.00% $ 24,000Procter and Gamble $ 3,135 13.06% $ 24,000ConAgra Foods $ 1,289 5.37% $ 24,000B & G Foods $ 487 2.03% $ 24,000

(Mergent Online)

Figure 3Snack Food Manufacturing To 5 Companies Sales Revenue Past 3 years

(in Millions)

Company 2010 2009 2008PepsiCo Frito-Lay $ 13,224 $ 12,507 $ 11,856Kraft Nabisco $ 6,001 $ 4,964 $ 5,025Procter and Gamble $ 3,135 $ 3,114 $ 3,204ConAgra Foods $ 1,289 $ 1,300 $ 1,200B & G Foods $ 487 $ 471 $ 411

(Mergent Online)

Figure 4ConAgra Foods Snack Net Sales

(in Millions)ConAgra Foods 2010 2009 2008

Net Sales $ 1,289 $ 1,321 $ 1,200(Mergent Online)

Peltier 18