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PepsiCo sets reorganization
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November 4, 1998: 10:57 a.m. ET
North American beverage operations refocused on marketing efforts
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NEW YORK (CNNfn) - PepsiCo Inc. has unveiled a large-scale reorganization of its North American beverage operations to place more emphasis on domestic marketing efforts, the beverage giant announced Wednesday.
The strategic moves were announced internally at the Purchase, N.Y.-based company in a memo from Philip Marineau, president and chief executive at Pepsi-Cola North America.
"Everything we do moving ahead as an organization will be grounded on solid, data-driven knowledge of our consumers, customers, geographic markets and the competition," Marineau wrote.
No layoffs will result from the restructuring.
"The changes we have made really have nothing to do with our people capabilities but everything to do with our approach to the marketplace," he said in the memo.
The realignment of the organizational structure comes as PepsiCo prepares to spin off its bottling operations -- a business consisting of more than 100 bottlers around the country, many of which are autonomous.
The bottling business is expected to go public some time next year. But, in the past, the decentralized structure has resulted in duplicated or disjointed marketing efforts.
Under the revised structure, bottlers will be brought into marketing initiatives at an earlier stage, helping to increase the level of communications between Pepsi's regional distributors and the corporate headquarters.
To help Pepsi focus national and local campaigns "like a laser," as Marineau stated, the company appointed Jim Nolan as senior vice president of sales and market development to oversee the integration.
Dawn Hudson was appointed senior vice president of strategy and marketing, assuming some of the responsibilities previously held by Brian Swette, the former global marketing who resigned in April.
Robert Jordan, assistant to the president, was put in charge of market research. 
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PepsiCo
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