Friday, 26 September 2014

Holistic or Sustainable Marketing

PepsiCo focuses on sustainability of several domains:

  • Talent sustainability (includes employment sustainability) by creating appropriate employment opportunities and being open to diverse workplace.
  • Human sustainability by managing the nutrition needs; they joined with International Food & Beverage Alliance (IFBA), a Swiss-based NGO, comprising multinational food and beverage manufacturers, to promote only healthy products for children below 12 years of age.
  • Environmental sustainability by  taking care of the natural resources and being careful about the harm caused to the environment. 
  • Food safety sustainability by using the bioengineered crops which offer various economic and productive benefits like resistance to weeds, pests and diseases,reducing the need for agronomic chemicals, resistance to climatic stress and so on.
  • Water Sustainability: In 2009, PepsiCo India achieved a significant milestone, by becoming the first business to achieve ‘Positive Water Balance’, verified by Deloitte. 
  • Farmer Sustainability: In 2006, PepsiCo India developed a Direct Seeding Machine for paddy which can sow the seeds uniformly at a specified gap and at a uniform depth. Using this seeder, direct seeding was carried out in the fields of 12-farmers, covering about 20-acres. PepsiCo also studied the advantage of sowing the seeds, followed by herbicide treatment and thereafter irrigation. Pre-treatment with an herbicide helped reduce de-weeding labour from five times to two times in direct seeding compared to flood irrigation.

Thus, it ensures healthy living of people throughout the world and also ensures that the earth's resources aren't depleted and utilized optimally.

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