Ramon Laguarta
Analyst · Kevin Grundy of Jefferies
Thank you, Kevin. And that's a good -- it's a very good question. Yes, listen, the share of market is -- it's being central to our strategy, and it will continue so, right? It has been during the pandemic, one of the key principles that we have set for ourselves that we're going to try to improve market share. Obviously, we are trying to develop our market share position in a sustainable way. So it's more related to the strength of our supply chain, the strength of our go-to-market execution, our ability to innovate faster into spaces that we see consumer value, our customer relationships. Those elements that we think are sustainable, the part of our brands, obviously. And you saw us making a lot of investments in '19, both in capacity and infrastructure in stronger brands. We innovated into new spaces, that's helping us navigate better the current situation and we're continuing to do so. There's some spaces in the market that are I think we will determine the share of market of the future. For example, I think e-commerce, if you see the growth of e-commerce, it is going to be quite strategic. I think whoever wins in e-commerce now and is able to capture those families that are trying this e-grocery service for the first time I think is going to win those families in the future. So we're investing heavily in trying to be the first in that channel and trying to -- and again, the investments that we made in the last few years, last year in particular, are helping us both from the data availability, the agility of our infrastructure to supply those channels, etcetera. So e-commerce is a key area where we think we can gain market share. Second is, the strength of our DSD system and our ability to service the stores directly, I think is a capability that is quite unique. And it gives us the advantage to keep the supply chain going in spite of all the challenges we're all facing. So that's also an area where we plan to double down that improves our execution in store and the inventory in store. And that is also a sustainable advantage. The third one is brands. I know we had -- we're seeing consumers going back to brands that they trust. And we have quite a lot in many markets that consumers trust. There's big brands that have been around for some time, we’ve modernized them, we’ve kept them relevant to the consumer. And then we're seeing spaces, like healthier parts of the consumer demand where we have a lot of beautiful brands as well and we're reinvesting in those brands, either the zero prepositions in beverages, both Pepsi, Mountain Dew, Gatorade, we're investing a lot in those parts of the portfolio and they keep growing. And also in snacks with brands like Off the Eaten Path or Smartfood or the all the Simply range or PopCorners or whatever. So there's a lot of spaces where we think that we invest in those spaces, we're going to capture market share for the future. The other one we're investing very substantial amounts and it's working very well for us is SodaStream, right? SodaStream is a beautiful business for this situation we're living today. So we -- consumers don't have to leave their houses. They have perfect choices. We're putting our Pepsi brands in the SodaStream model in Europe, and it's working very well. We're investing in those. So it's sustainable long-term market share across multiple parts of the value chain that I think is going to give us a stronger -- is going to make us a stronger company going forward. So that's how we're thinking about share of market and sustainable share of market.