PepsiCo: ad spend worldwide 2013-2018
PepsiCo's advertising expenses worldwide from 2013 to 2018 (in billion U.S. dollars)
According to financial reporting, PepsiCo has been devoting between 2.3 and 2.6 billion U.S. dollars to advertising and promotion of its products annually. The company explains that those expenses include media and personal service prepayments, promotional materials in inventory as well as production costs of future media advertising. External sources calculate that in the United States in 2017 PepsiCo spent nearly 170 million U.S. dollars on advertising the Pepsi brand alone.
What is Pepsi’s position in the beverage market?
The Pepsi brand is one of the strongest in the world when it comes to value compared to other popular non-alcoholic beverages. Ranking second globally, Pepsi is positioned just after its biggest competitor Coca-Cola, and way ahead of Red Bull, Nescafé and Sprite. PepsiCo also managed to secure a place in the top five in a ranking of highest selling FMCG companies worldwide, with net sales reaching more than 63 billion U.S. dollars in 2017, surpassed by Nestle and P&G. Interestingly, PepsiCo was reported to have much higher sales results than Coca-Cola Company that year; close to twice the amount.
In the United States, both brands are in battle for the biggest piece of the soft drink market pie, but Coca-Cola is winning. PepsiCo has been seeing a decline in its market share since 2004, whereas Coca-Cola Company is enjoying a strong and steady position.
PepsiCo's advertising expenses worldwide from 2013 to 2018 (in billion U.S. dollars)
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