![]() ![]() ![]() Evolving tastes and sugar taxes have encouraged brands like Pepsi to invest in healthier alternatives.īecause of stiff competition from Coca-Cola and changing customer preferences towards healthy and low-calorie drinks, Pepsiis seeing a shift from STAR quadrant to Dogs quadrant. People are turning away from sugary drinks and empty calories. The company has to spend millions of dollars on brand awareness and promotional activities in order to maintain its market share. Over the years, Pepsi has faced stiff competition from Coca-Cola and has also seen its market share take a hit. Ξ In the case of Pepsico, Pepsi falls in the Star quadrant of the BCG Matrix of Pepsi. The products or business units that have a high market share in high growth industry are the stars of the organization. The product requires very less investment to maintain its market share and fight off any competition. In the tortilla and tostada chips segment, Frito lays command a market share of 72.4% with strong brands such as Doritos and Tostitos contributing to this market share gain. The next biggest manufacturers in this sector are Kellogg’s and Mondelez with much smaller 7% and 5.6% share respectively. ![]() Ξ Frito Lays dominates the savory snacks market in the U.S with a 36.6% market share. ![]()
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