PepsiCo Will Cater to Different Segments of Consumers
Monday, June 6, 2011
NEW DELHI: Beverage and snacks maker PepsiCo India is gunning for the bottom-of-the-pyramid consumer for the first time in the country, as its chairman, Manu Anand , drives the New York-based $60 billion parent’s target to reach the ’next one billion’ consumers in the value segment.
In his first media interaction since he succeeded Sanjeev Chadha in January this year, Anand tells ET that PepsiCo is creating verticals to cater to different segments of consumers, across functions like sales, operations, distribution and marketing.
PepsiCo’s low-priced products will be aimed at 330 million consumers graduating from the bottom-of-pyramid to the socio-economic B and C classes.
The move is in line with global chairman Indra Nooyi’s target to generate $30 billion in revenues from ’healthier’ products-internally called better-for-you and good-for-you products-by 2020, up from the existing $10 billion. India will be the first country in the PepsiCo system to target the value segment with multiple products.