To further enhance its portfolio of brands in China, PepsiCo has joined forces with the Alibaba Group .
By way of the agreement, PepsiCo will leverage Alibaba’s data to introduce new marketing initiatives, customized products and integrated omni-channel solutions.
Other that this, PepsiCo is planning to expand its reach in rural China by leveraging the distribution channels through Alibaba’s Rural Taobao programme.
The partnership is also built upon the existing success between PepsiCo and Alibaba in their e-commerce partnership.
“Developing our e-commerce business is one of PepsiCo’s strategic priorities,” says Mike Spanos, president and chief executive officer, PepsiCo GCR.
“Through this collaboration, we will fully take advantage of Alibaba’s platform and data to carry out more innovative experiments, perfect PepsiCo’s products and services and enhance online consumer experiences. Our joint effort with Alibaba will help us lead the ever-changing consumer trend and better serve Chinese consumers,” he continued.
Ever since it launched its flagship store on Alibaba’s Tmall in 2012, PepsiCo has introduced a number of online marketing initiatives including its 2016 Super Brand Day, Quaker’s co-branded campaign with Tmall during Alibaba’s 11.11 global shopping festival and a Kumamon-branded Lay’s gift campaign during the Chinese New Year.
