CASE STUDY
An in-depth description of a firm’s approach to an IT management issue (intended for MBA and executive education)
Working Paper: Case Study
PepsiCo Unlocks Granular Growth Using a Data-Driven Understanding of Shoppers
PEPWORX capabilities supported PepsiCo in transforming the nature of its retail customer relationships from transactional to collaborative.
Abstract
In 2019, PepsiCo was a $65 billion global consumer packaged goods company that offered a suite of data analytics capabilities called PEPWORX. The capabilities enabled PepsiCo and its retail customers to unlock granular growth in the marketplace by helping users of PEPWORX better understand how to optimize store-level assortment and total store space, manage marketing dollars more effectively, and successfully launch and manage innovative marketing programs. PEPWORX was the product of a centralized unit at PepsiCo called the PepsiCo Demand Accelerator, established in early 2015, which helped the company build an advanced analytics platform, a large anonymized shopper-level data set, and an array of information solutions, ultimately packaged as PEPWORX. Over that time, the PEPWORX capabilities supported PepsiCo in transforming the nature of its retail customer relationships from transactional to collaborative.
Access More Research!
Any registered, logged-in user of the website can read many MIT CISR Working Papers in the webpage from 90 days after publication, plus download a PDF of the publication. Employees of MIT CISR members organizations get access to additional content.
This case study was prepared by Barbara H. Wixom of the MIT Sloan Center for Information Systems Research (CISR). The case was written for the purposes of class discussion, rather than to illustrate either effective or ineffective handling of a managerial situation. The author would like to acknowledge and thank the executives at PepsiCo for participating in the case study.
About the Author
Barbara H. Wixom, Principal Research Scientist, MIT Sloan Center for Information Systems Research (CISR)
MIT CENTER FOR INFORMATION SYSTEMS RESEARCH (CISR)
Founded in 1974 and grounded in MIT's tradition of combining academic knowledge and practical purpose, MIT CISR helps executives meet the challenge of leading increasingly digital and data-driven organizations. We work directly with digital leaders, executives, and boards to develop our insights. Our consortium forms a global community that comprises around seventy organizations.
AlixPartners
Avanade
Cognizant
Collibra
IFS
ABN Group
Alcon Vision
Amcor
ANZ Banking Group (Australia)
AustralianSuper
Banco Bradesco S.A. (Brazil)
Banco do Brasil S.A.
Bank of Queensland (Australia)
Barclays (UK)
BNP Paribas (France)
Bupa
CarMax
Caterpillar, Inc.
Cemex (Mexico)
Cencora
CIBC (Canada)
Cochlear Limited (Australia)
Commonwealth Superannuation Corp. (Australia)
Cuscal Limited (Australia)
CVS Health
Dawn Foods
DBS Bank Ltd. (Singapore)
Doosan Corporation (Korea)
Fidelity Investments
Fomento Economico Mexicano, S.A.B., de C.V.
Genentech
Gilbane Building Co.
International Motors
Jewelers Mutual
Kaiser Permanente
Keurig Dr Pepper
King & Wood Mallesons (Australia)
Mater Private Hospital (Ireland)
Nasdaq, Inc.
Nomura Holdings, Inc. (Japan)
Nomura Research Institute, Ltd. Systems Consulting Division (Japan)
Novo Nordisk A/S (Denmark)
OCP Group
Pacific Life Insurance Company
Pentagon Federal Credit Union
Posten Bring AS (Norway)
Principal Life Insurance Company
QBE
Ramsay Health Care (Australia)
Reserve Bank of Australia
RTX
Saint-Gobain
Scentre Group Limited (Australia)
Schneider Electric Industries SAS (France)
Tabcorp Holdings (Australia)
Telstra Limited (Australia)
Terumo Corporation (Japan)
Tetra Pak (Sweden)
Truist Financial Corporation
UniSuper Management Pty Ltd (Australia)
Uniting (Australia)
USAA
Vanguard
WestRock Company
Wolters Kluwer Financial & Corporate Compliance
Xenco Medical
Zoetis Services LLC
MIT CISR Associate Members
MIT CISR wishes to thank all of our associate members for their support and contributions.