Pepsico - Must win battles
The challenge
The objective was to fully optimize the new channel strategy, structured around the five “Must Win Battles” (MWBs) defined by Pepsico’s headquarters in the U.S. The goal was to effectively and quickly engage everyone directly or indirectly involved with the channel. Pepsico achieved a 4-point increase in DTS market share.
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.
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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