Ξ Gatorade has been a forerunner for Pepsi in sports drink market with a mammoth 77% share, whereas Powerade has 20% of this market. This change in consumer preferences is what has helped Gatorade see an exponential growth in its market share. Consumers aren’t drinking fewer fluids, they are just not drinking sugary sodas as much anymore. Ξ Tropicana and Gatorade: Amid falling sales of aerated drinks as consumers shift to healthier drinks, Pepsico aims to double the Tropicana business by 2020.Ĭarbonated soft drinks segment has seen a major decline in the past few years, the overall liquid refreshment beverage market has been growing. Ξ Aquafina is one other brand which can be placed in star quadrant, Aquafina holds 15% of bottled water market share and is second to Bisleri which has 36% market share.Īquafina is slowly and steadily catching up with Bisleri and is expected to see a twice a growth in the next 5 years. 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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