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PepsiCo’s global drinks CMO on why marketing’s 4Ps are ‘changing’
Iconic brands used to be built on stature, says international beverages CMO Mark Kirkham, now they are as much to do with purpose, he argues.
PepsiCo is “thinking differently” about how it approaches growth, according to its chief marketing officer for its global drinks business, who says it is looking beyond just growing penetration to thinking about the equity and purpose of its brands.
“Growth is not simply just about distribution and penetration, it’s about equity,” the brand’s senior vice-president and CMO for international beverages, Mark Kirkham, tells Marketing Week. “It’s about what you’re doing in the broader sense.”
