11:30

Organization: Annie Beverage Company (ABC) based on PepsiCo Company.

Audience: CEO, VP of marketing, VP of advertising and upper management.

Values: customer

Profit

Sustainability

Public image

INTRODUCTION

I. (Attention) Obesity and health issue related to carbonated drink has

destroyed customer confidence of our product and lead to market
shrinking.
II. (Orientation/Problem) As you can see from our recent marketing figures,
our share of market has been shrinking.
A. Annie-cola market share decline 0.9% in 2009
B. March 24,2010 Beverage Digest.com
1. PepsiCo’s market share is 29.9% in 2009 and 30.8% in 2008,
share change -0.9
2. Our competitor Dr Pepper Snapple’s market share is 16.4% in
2009 and 15.3% in 2008, share change +1.1
C. Competition market share goes up/our market of share goes down
1. Significant problem
2. Loss of market share
3. Profit loss (value)
D. Purpose –to face the crisis, to demonstrate how the need to increase
share of market can be meet by a new policy.

III. (preview) With this need in mind, I would like to present the following
information:
A. Objective to expand share of market
 B. A new healthy drink policy to reach the objective
C. Future impact of the new policy
D. Question and answer section

Transition statement: Now following this overview let’s begin the objective of my
presentation.

BODY

I. (Objective) Annie Beverage Company (ABC) can expand its share of

market of Annie-cola by 1.7% within a year.
A. (Desirability) Harvard Business Review Jan 01,1975 Robert D. Buzzell
1. Evidence of an ongoing study of 57 companies to determine the
profit impact of market strategies shows that one of the main
indicators of business profitability is market share.
B. (Measurability)Dr.Pepper Snapple Group.com 2009 annual report
Dr Pepper Snapple now holds more than a 40 percent dollar share of the
flavor category, up 1.7 percentage points in 2009.
C. (timeframe) Dr.Pepper Snapple Group.com 2009 annual report
1. Took one year
2. My program
a. 5 month to implement
b. 7 month to see best results

Transition statement: Now that I have outlined it, let’s see how we can
accomplish this objective.

II. (Policy) Annie Beverage Company (ABC) should be innovative and introduce
new healthy product.

A. (Description) Healthy products

1. Create beverage that has less sugar- Harvard school of public health

B. (Implementation) Involves Three main steps and short for: “DIM”

1. Product design-Harvard education nutrition source “time to focus

 On healthier drink”

Scientist came up with an alternative option

2 Product package innovation- “time to focus on healthy drink”

Package size, use smaller size bottle

3. Product market– Harvard Business Review blog” how coke and

Pepsi are using social media to build their trust banks” May 28,2010,

By John Sviokla

Refreshing project: refresh everything to health

C (Justification)

1. Customer motivation-PepsiCo 2009 fiscal report

All natural and healthy is very motivating to customers

2. Scientific research

UCLA center for health policy research and

California center for public health advocacy discover

A strong correlation between soda consumption and

Weight

Transition statement: That is the outline of my proposal but let’s look at the
impact it can have.

III.(future impact) there will be two significant benefits for our company by
introducing healthy product.

A. (Benefits) Two main advantages

1. Improve customer health

 2. Reinforce positive company image. (Value)

B. (Possible disadvantages) cost increases -Bloomberg

Bussinessweek January 14, 2010

1. The cost increases by innovating new healthy product, PepsiCo

spend 10 million called healthy fare.

C. (Counterarguments)

1. PepsiCo announced the creation of nutrition group increase

Revenue by 40%

Transition statement: Now, I would like to review my key point

CONCLUTION

I. (Summary) I have recommended a revolution change in our company

A. Objective to increase share of market by 1.7% within a year

B. Marketing strategy: Introducing new healthy product

C. Future benefits:

1. Drink healthy beverage is good for customers’ health

2. Reinforce company image

II. (Interest factor) American Journal of Clinical Nutrition:

A. The study, published in April edition of the American Journal of Clinical

Nutrition, followed the health of nearly 90,000 women over two
decades; find those women who drink more than 2 servings of sugar
beverage each day had nearly 40% percent higher risk of heart disease.
III. (Concluding statement)it is time to make a change to increase customer
confidence for company brand and expand share of market , I urge you to accept
my proposal.