This not so tongue-in-check question in a recent Wall Street Journal blog post covers an important aspect of a company’s product positioning message.
As the WSJ reported: “With 60% of EBIT [earnings before interest and taxes] from snacks and less than 25% from brand Pepsi, isn’t it time to change the name? That line from analysts at CLSA [a leading Asian brokerage and investment group] may not be as poetic as Shakespeare, but you get the deal. The big money may well be in Doritos, but the soda is what the company is named after. A note on PepsiCo PEP from CLSA today says just 11% of the company’s earnings before interest and tax (EBIT) come from its North American soft drinks business. Is it time for the company to re-brand as CheetosCo?”
Click the Doritos image to read more.
Post suggested KCJ