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2-Year MBA With 15-Minutes in a Retail Outlet

CASE FLYER, MARKETING MANAGEMENT
ET Cases, 4 pages

Case Preview

2-Year MBA With 15-Minutes in a Retail Outlet

 

Expected Learning Outcomes

• Understanding overview of the critical success factors of PepsiCo India’s business architecture and discuss the role of all the constituents of the business architecture that would enable PepsiCo India to walk the last mile
• Discuss and debate on PepsiCo India’s Chairman and CEO, D. Shivakumar’s retail success mantras for its Indian retail competitive edge

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PepsiCo India’s Beverages and Snacks Business: The Business Architecture

1. PepsiCo India Chairman and CEO, D. Shivakumar (Shivakumar) advocates to “Disaggregate the business model and think different and focus on disrupting the status quo of the market before competition does it, to drive consumption”

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Teaching Note Preview

2-Year MBA With 15-Minutes in a Retail Outlet

 

This case flyer enables a discussion about PepsiCo India’s Chairman and CEO D. Shivakumar’s (Shivakumar) idea of disrupting the status-quo through innovative business models that entail retailers in its core strategy. This is one of the innovations that he advises to his team to accelerate the growth of sales. The factors like rise of health conscious consumers in India along with other demand fluctuations impeded the sale of fizzy drinks. Retailers can be very effective market researchers for procuring crucial data about the varying consumer trends to the company. Their role in distribution has to be redefined and refined to address the key challenge of increasing the volume sales of a product like carbonated drink.

The base article1 articulates on the marketing tips offered by the PepsiCo India’s Chairman and CEO, Shivakumar to his team about making retailers a core of their strategy. This case flyer is effective in teaching Management of Channels in Sales and Distribution Management Course.

Expected Learning Outcomes

  • • The critical success factors of PepsiCo India’s business architecture and discuss the role of all the constituents of the business architecture that would enable PepsiCo India to walk the last mile
  • • PepsiCo India’s Chairman and CEO, D. Shivakumar’s retail success mantras for PepsiCo India’s Indian retail competitive edge

 

Positioning and Setting

This case flyer can be ideally positioned for:

  • a) Channels of Distribution in Sales and Distribution Management Course – For understanding how retailer-led model can boost the sale of a fizzy drink like Pepsi in India

 

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  • 1 Ratna Bhushan, “A Retailer is The Best 15-Minute MBA You Can Get: Shivakumar”, The Economic Times, February17th 2014

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Product code: MKTG-4-0022, MKTG-4-0022A

Abstract

This case flyer is highly suited for discussing the importance of building the retail footprints for a FMCG company like PepsiCo. The Indian customer preferences are rapidly changing in the beverage market that was besieged to have intense competition on one end and increasing health consciousness on the other end. Apart from the health conscious customers, the climate was contributing as a major factor to demand fluctuations.
What should Pepsi do in the context of Indian retail competitive edge? Should it embark upon a new set of business models? Should it devise new strategies from the corporate level to translate to the grass root level where the contrary (bottoms up approach) works in the beverage industry? The base article1 articulates on the marketing tips offered by D. Shivakumar, Chairman and CEO, PepsiCo India, to his team about making retailers a core of their strategy. Three months after taking over as the Head of PepsiCo India, the FMCG veteran Shivakumar pans out a growth agenda for PepsiCo. Would his experience work for the expected execution at PepsiCo India's fortunes?



Pedagogical Objectives

  • To have an overview of the critical success factors of PepsiCo India's business architecture and discuss the role of all the constituents of the business architecture that would enable PepsiCo India to walk the last mile
  • To discuss and debate on PepsiCo India's Chairman and CEO, D. Shivakumar's retail success mantras for PepsiCo India's Indian retail competitive edge


1 Ratna Bhushan, 'A Retailer is The Best 15-Minute MBA You Can Get: Shivakumar', The Economic Times, February17th 2014



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- Case Flyer
- Teaching Note (**ONLY for Academicians)
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