Focus on Better Together: How co-branding can create strong synergies within a global company

Sylvain Charlebois, Kally Dimitropoulos, Cory Haskins and Anke Foller-Carroll

Journal of Brand Strategy, 2015, vol. 4, issue 4, 388-402

Abstract: This research paper examines the PepsiCo Foods Canada (PFC) internal branding strategy. PFC is known as one of the most successful brand-centric consumer food product companies in the world. Its primary market strategy is executed through a direct store delivery (DSD) system, in which PFC delivers its products to thousands of stores every week. Although the food and beverage divisions are currently handled separately, the DSD system is one of PFC's primary strengths. Unlike PFC overall, the beverage ‘Pepsi’ has struggled in recent years, because of demographic and consumer trend changes. Improved alignment and collaboration between the two divisions (Better Together) could provide important benefits and opportunities for incremental growth in the future. Presently, the corporation's focus remains separate. This case study looks at transitional corporate practices that would allow high-performance brands to leverage products that have experienced a drop in sales in recent years.

Keywords: co-branding; DSD; food distribution; in-store experience management (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2015:v:4:i:4:p:388-402

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