As a marketer, PepsiCo appears lost. As a company, it might be in trouble. While there is something to be said for experimentation, PepsiCo has canned more marketing misses than hits in the last year. In an effort to continually target the next generation, it seems to have forgotten how to be a business. In fact, if it wasn't for its salty snack holdings being considered a staple, we suspect its fizzy drink section might start to dry up. In some ways, it has. In October, PepsiCo Americas Beverages unit reported a 6 percent drop in volume and a 9 percent revenue decline. According to some analysts, the result reflects a change in buying habits as consumers shifted toward juices and teas and away from soft drinks. That might be true, but 6 percent is twice the drop experienced by Coca-Cola.
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