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Retailers Tell Pepsi They Want Customized, Bundled Promotions

Eric Foss, the PepsiCo's North American bottling business chief who has been picking the brains of retailers on a 100-day tour of his nationwide territory, says they'd like to run more promotions that combine PepsiCo products, such as displaying six packs of Pepsi and bags of Doritos tortilla chips side by side, and offering discounts for purchasing them together, Anjali Cordero reports. Better yet if they are customized.

"Our [retail] customers really want to be able to differentiate themselves from their competitors," says Foss. Cordero reports that other major marketers, such as Hershey and Campbell Soup, are also working more aggressively with stores.

Rick Lawlor, vp of retail at Hess, which runs convenience stores and gas stations, says that it has gotten easier to coordinate such promotions since PepsiCo shelled out $7.8 billion to buy its two biggest bottlers earlier this year, partly to establish a more direct relationship with retailers.

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