Magazine article Marketing

Pepsi Expands European Base

Magazine article Marketing

Pepsi Expands European Base

Article excerpt

Pepsi is expanding its European operations in the face of sluggish sales in its home market.

The move comes as part of a reshuffle of top managers which has seen Wayne Mailloux replace Fred Meils as European president.

Mailloux, currently president of the company's Canadian operation, takes over responsibility for a combined eastern and western European region from the beginning of next year.

Eastern Europe in the past has been handled from the company's head office in New York.

Europe is one of three new regions set up following the promotion of chairman and chief executive of PepsiCo worldwide foods Roger Enrico to the newly created position of vice chairman of parent company PepsiCo Inc two weeks ago.

The three new regions replace a six region structure for US-owned Pepsi's overseas activities.

The other two are Latin America, to be headed up by Luis Suarez, and Asia (including the Middle East, Africa and Australasia), which will be the responsibility of Jim Lawrence. Both men are Pepsi insiders.

Pepsi's London office, head quarters for the European operation, is unlikely to be expanding its marketing department, says UK managing director Stacey Clark.

"We try to put as much resource in the markets themselves, so its unlikely Pepsi will build staff in the head office here," he says.

But, although Mailloux will assume responsibility for the whole region, it is still uncertain whether Pepsi-Cola's European marketing director Paul Steele will take on the eastern European addition to his existing patch. …

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