Build a Portfolio like Pepsi

Well, What do I mean ?

I saw something on the internet today and I was amazed by it. The website mentioned what are Pepsico's offerings as whole ? It mainly works for 2 segments : Snack Food & Beverages. I browsed the beverage segment quickly & found about Pepsi's diversified Beverage range which keeps itself present in various segments of market to offer some solution to public demand. Let's have a look at how the're doing it :-

• 7-Up : This is a Carbonated Drink. Pepsi pitches it as an all purpose aerated water.
• Aquafina : All purpose Packaged Drinking Water, for all.
• Brisk : Iced Tea. Nothing great, just a fancy Drink. Pitching it for Fancy.
• Bubly : Sparkling Water. It's a Soda. Aerated Water. All purpose plain Soda, added value pitched as good quality water.
• Gatrode : Sports Drink. Pepsi pitches it on the sportsmen / institutes segment.
• Kevita : It's Probiotic, pitching the health-wellness segment.
• Lemon Lemon : Sparkling Lemonade, Added niche- the Lemonade lovers. Addon to Vodka Cocktails maybe.
• LifeWTR : Premium Bottled Water, marketed as PH balanced water. Health-Wellness segment- targeting the deeper niche-PH balancing/Alkaline Water.
• Lipton : Green, Black Tea in Powder form. Targeting the deeper niche in Health-Wellness segment-people who love to make their own Tea.
• Montellier : Carbonated Natural Spring Water - Going deeper again for health conscious segments.
• Mountain Dew : A typical Aerated water, pitched differently.
• Muscle Milk : Protein Drink , pitched for body builders, deeper niche.
• Naked :Fruit Juices : Health-wellness . Metabolism niche pitched.
• ONE : Coconut Water : Health-wellness , particularly for atheletes, sportsmen.
• Pure Leaf : Iced Tea : Fancy.
• Tropicana : Old brand in Juices : all purpose, natural juices.

What's the lesson for Packaged Drinking Water Industry ?

If you observe any brand in India, particularly in the Packaged Drinking Water segment, majority of them are just sitting on 1 product : Packaged Drinking Water. They might have varieties but product & it's audience is same. Many of them have now come up with 1 brand for general purpose & an other for premium market. But that's all. Look at the above product range & you will come to know the various market audience Pepsi pitches to. It's a lesson to learn : Diversify your product Portfolio.

It's a NEED now !

When there are over 6000 players in the market, you need something different, additional to be in the market. Your customer is the Distributor who will stock your products. It makes perfect sense to keep a variety & build a brand like Pepsi has done. Agreed, it took years for them; but someday you need to make a start. Why not today ?