MarketingMasters Luncheon Seminar
How CPG Firms Use B-to-B to Make a Splash
It began in 1986. As the New York Giants were wrapping up another late-season victory on their way to their first Super Bowl victory, linebacker Harry Carson sneaked up behind Bill Parcells, lifted up a large bucket of Gatorade and dumped it over the Giants coach’s head.
The rest is history. Today, the “Gatorade splash” is synonymous with victory not only in the National Football League but in collegiate football as well. And Gatorade is the most ubiquitous brand name in sports, period.
How does a consumer brand gain that kind of clout? Find out on Jan. 7, 2010, when PepsiCo’s John Maples keynotes BMA’s next MarketingMasters Luncheon Seminar at The Standard Club. In a presentation on the “B-to-B Side of PepsiCo,” he’ll explain how the consumer packaged goods company uses business-to-business marketing strategies and targeted customer insights to gain exposure for its brands in alternative channels of distribution, including sporting events.
Maples is currently vice president of sales for PepsiCo’s Quaker Foods and Snacks division. He joined Quaker Oats in 1981 and has spent his entire career with the company. Before being named to his current position, he served as vice president, general manager and team leader of PepsiCo’s Sam’s Club business since 2004. Before that he was vice president of alternate channels for the Quaker Tropicana Gatorade division, leading the mass, club, drug and convenience store channels.
With 28 years as a sales and business leader under his belt at PepsiCo, Maples knows firsthand the important role B-to-B marketers play in making the company’s consumer brands a success, even though their efforts often take place behind the scenes through third-party providers. Besides its sports marketing activities, PepsiCo has a vibrant B2B marketing relationship with the foodservice operations at warehouse club and convenience store retail channels as well as quick-service restaurants such as Dunkin’ Donuts and McDonald’s. The company’s “Oatmeal to Go” program provides customized point-of-sale equipment and communications vehicles that enable retailers such as Sam’s Club to more easily resell PepsiCo’s products to convenience stores.
As long as CPG companies include third parties in their go-to-market strategies, there will be a role for B-to-B marketers, Maples will assure luncheon attendees. And in PepsiCo’s case, that’s a lucrative opportunity.
PepsiCo reported more than $43 billion in revenues for 2008. Its portfolio of food and beverage brands includes 18 different product lines that each generate more than $1 billion in annual retail sales. Its main businesses—Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana—make hundreds of foods and beverage products that are distributed in more than 200 countries, accounting for $107 billion in retail sales last year. PepsiCo employs 198,000 people around the globe.
About John Maples
John Maples is vice president of sales for PepsiCo’s $2 billion Quaker Foods and Snacks operating unit. Before assuming his current title, Maples served as vice president, general manager and team leader of PepsiCo’s Sam’s Club business since 2004. Previously he was vice president of alternate channels for the Quaker Tropicana Gatorade division, leading the mass, club, drug and convenience store channels.
He joined Quaker Oats in 1981 and has served in a variety of sales management, broker management, brand marketing, planning, customer marketing and business development positions during his 28-year tenure with the company.
Maples holds a B.S. degree from the University of North Carolina at Chapel Hill. He spends his spare time working with the Delta Dental, RISE, Students in Free Enterprise and Young Life groups in the Chicago community. He and his wife, Judy, live in Illinois with their four children: John, Jennifer, Jessica and Jack.
Location: The Standard Club, 320 S. Plymouth Court, Chicago
Networking: 11:00 a.m. - 12 p.m.
Program & Luncheon: 12 p.m. - 1:30 p.m.