PepsiCo and DKSH have enjoyed a long-standing relationship in many Asia Pacific countries, so in 2011 it was a natural choice for the company to approach DKSH to expand their Doritos business in China.
The well-known snack Doritos are a leading PepsiCo brand. To quickly make an impact in the highly competitive snack category in mainland China, brands require integrated services with relevant distribution networks to support expansion and gain market share.
Building on DKSH’s expertise in marketing, sales, freshness management, distribution networks and import logistics, Doritos were quickly made available in China at all the major modern trade stores, like supermarkets and hypermarkets. DKSH leveraged its reach to the top 6,000 modern trade outlets in mainland China to ensure broad product distribution, including to large retailers such as Sam’s Club and Walmart.
Then, to further grow sales for Doritos, DKSH helped turn shoppers into buyers via various sales and in-store marketing activities. In addition the products were also introduced in e-commerce channels, including the leading Chinese online market place Yihaodian.
Today, PepsiCo’s Doritos brand has an exceptionally strong position in China with double-digit sales growth since initiating collaboration with DKSH China. PepsiCo even extended its business relationship with DKSH by offering Quaker products starting in late 2013.
This successful and ongoing collaboration demonstrates DKSH’s ability to leverage regional reach and integrated services in China to manage imported food products. The Swiss company’s strong commercial capabilities further enable brand growth in China while allowing clients to focus on their core competencies.
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