Pepsico - Must win battles

The challenge

The objective was to optimise the new channel strategy as much as possible, based on five ‘Must Win Battles’. Pepsico achieved 4 DTS (Direct to Store) market share points.

This success was achieved because of the hundreds of people who influence channel management with very diverse and closely interconnected roles: from the CEO to the delivery drivers.

How we did it

The project was launched at a two-day Summit. The objective was to align the entire organisation towards sales and ‘winning the battle’ of the convenience retailer, around the five action lines. 100 people participated, a subset of the system, with all roles represented.

Practical and workable plans were defined, the result of the collective intelligence of all the roles involved in the execution of the strategy: together we know everything.

The action was taken to the day-to-day work of the territorial delegations throughout Spain. Positive Deviation was applied as a methodology: self-managed analysis of the greatest achievements in the channel, in a process of trial and error.

"You are very different from us, we need people like you, people who are different from the system, who give us freshness, new ideas and who provoke us"

Jordi Enero

Transformation Manager | Pepsico

"Together we have decided on a roadmap to work together on the tasks that add the most value"

Xavi Castelló

CEO | Pepsico

"We have been able to identify our strengths and opportunities and establish action plans for the coming weeks and months that will allow us to continue to grow at 7% in the channel"

Álvaro Borrero

Sales Director | Pepsico

The impact

In addition to the 4-point quota increase, a more interdependent, agile and unconditionally positive culture was created. The pursuit of Positive Deviance generated a culture of ambition and energy for action throughout the organisation.

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