2016
CASE
COMPETITION
Case Writing Competition Guide
Prospanica
is proud to
announce its
PROSPANICA CASE COMPETITION SPONSORED BY (PEPSICO)
Gather your team members and get ready for the 2016 Prospanica Case Competition, sponsored
by PepsiCo, taking place at the 2016 Prospanica Conference & Career Expo in Houston, Texas,
September 28th – October 1st. The Prospanica Case Competition provides top undergraduate
and graduate students from across the nation the opportunity to demonstrate their knowledge,
leadership, teamwork abilities, and problem-solving skills. Start selecting your team now in
preparation for this big event. Finalist teams will present their case in person before the PepsiCo
executive panel at the Prospanica conference and will be recognized throughout the event. For
more information about the 2016 Prospanica Case Competition email [email protected].
KEY DATES:
July 5, 2016
Sept. 9, 2016
Sept. 12, 2016
Sept. 15, 2016
Sept. 29, 2016
Prospanica posts Round 1 question(s) on website and competition begins
Cases Due
Top three finalists identified and notified
Follow-up questions on entries sent to finalists
Prospanica Case Competition at the annual conference in Houston
ELIGIBILITY REQUIREMENTS:
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Each team must be composed of a maximum of 5 team members, no minimum required
Each team of 2 or more must have an appointed team captain
For teams selected as finalists, all team members must be members of Prospanica
(https://www.nshmba.org/?page=Membership)
Be a legal resident of the United States or Puerto Rico who is 18 years or older (19 in AL and NE) at the time of entry to be eligible to participate and win.
Be enrolled in and in good standing with the university/college
PRIZES:
Prizes will be awarded at the 2016 Prospanica Conference & Career Expo being held in Houston,
Texas September 28th – October 1st. Conference registration will be provided for finalists. Each
member of the winning team will be awarded a $500.00 cash award, and each member of the 2nd
place team will receive a $100 cash award.
All finalists will receive:
a.
3 night stay double occupancy
b.
Round trip airline ticket to the Conference in Houston, TX.
c.
Full conference registration
d.
Ribbon identifying participant as a Case Competition Finalist
e.
Transportation from and to the airport will also be provided
THEME:
Reinventing PepsiCo’s Legacy Marketing Equipment
How can PepsiCo leverage new and emerging technologies within their existing global marketing
equipment enterprise to drive consumer engagement, sales, and/or improve operating
efficiencies?
INTRODUCTION
PepsiCo’s food and beverage products are sold around the world. Our six global divisions, either
independently or in conjunction with third parties, make, market, distribute and sell a wide variety
of food and beverages in our diverse product portfolio, drive innovation, and are focused on
delivering Performance with Purpose - our goal to position PepsiCo for long-term, sustainable
growth by aligning what is good for our business with what is good for society and the planet.
Today, after decades of new product innovation, partnerships and strategic acquisitions, PepsiCo’s
diversified portfolio of iconic beverages are enjoyed all over the world. PepsiCo offers products to
over 200 countries and territories around the world.
Sales of PepsiCo products take place within two major channels, “Retail” (grocery stores,
supermarkets, etc.) and ”Foodservice”, which are channels where the product is consumed
out-of-home. The Foodservice division includes restaurants, workplaces, cafeterias, healthcare
organizations, movie theaters, schools and universities, etc. This division sells our products by
leveraging marketing equipment, which includes vending machines, fountain machines, and
coolers.
FOODSERVICE AND MARKETING EQUIPMENT INNOVATION
PepsiCo has formed a team focused on exploring new and emerging technologies which could
create new opportunities for customers and consumers alike. Opportunities designed to enhance
both existing business models as well as the consumer experience.
PepsiCo has several million coolers and fountain dispensers globally. The main functions of the
cooler are keeping the beverage products cold until purchase and showcasing the product. The
main function of the fountain dispenser is to provide a ready-to-serve beverage, generally with
ice, for immediate consumption.
Consumers have tremendous options when it comes to beverages. They are increasingly seeking
more engaging, dynamic brand experiences in retail and foodservice outlets. Further, PepsiCo
is constantly seeking ways to optimize its operation, reduce working capital, and drive sales.
PepsiCo has an opportunity to be a leader in the equipment innovation space by increasing the
functionality of our existing cooler and fountain dispenser assets.
BUSINESS CASE CHALLENGE
The objective of this business case challenge is to explore and identify technologies, features
and operational models which enable PepsiCo to leverage the existing asset base of coolers and
fountain dispensers in market, to improve:
oo Business performance: PepsiCo and its customers look for every opportunity to remove cost
and increase efficiency end-to-end to maximize ROI, in addition to increasing sales
oo Customer retention: Provide customers with the right equipment and products to boost traffic and sales and build stronger partnerships
oo New business win rate: providing equipment that meets and exceeds customers’ expectations
while providing suitable alternatives to competitive offerings to win new customers
oo Consumer engagement and purchase decisions: Consumers are increasingly looking for interaction with their favorite brands, flexible payment options, variety, and convenience
The scope for this case competition is limited to the beverage side of the business. All markets
and regions are in scope; however, specific focus on low cost solutions deployable in developing
markets is encouraged. This includes Mexico, Brazil, China, and India. Solutions should focus on
one, all, or any combination of the four improvement areas.
HOW TO ENTER:
Each team must register at the following website in order to be eligible to compete:
http://www.prospanicaconference.org/case-competition-register
Please send your final case to [email protected] by September 9, 2016.
CASE SUBMISSION CRITERIA:
All submissions must:
• Be submitted in Microsoft Word document (.doc or .docx), Microsoft PowerPoint
(.ppt or .pptx) or PDF
• Have maximum of 20 pages or less (includes key elements: title page, research, graphics, etc.)
• Have a title page with the following:
o Team Name
o Team Members’ names, including alternates
o University Name
• Be accompanied by a brief executive summary (included in 20 page max)
JUDGING CRITERIA:
The following rubric will serve for grading and judging teams’ case. The team with the highest
point total wins the case competition. In the event of a tie, judges will convene to determine a sole
winner.
GRADING RUBRIC
SCORE
CONTENT
Quality of facts, research, ideas, and solutions
DELIVERY
Written and verbal presentation of facts,
research, ideas, and solutions
EFFECTIVENESS
Do their proposed solutions address and
answer the problem?
VIABILITY
Is their proposal feasible and practical in the
current business world?
ORIGINALITY
Did they approach the problem in a creative
way which resulted in an original solution?
1
Total
2
3
4
5
OFFICIAL CONTEST RULES:
NO PURCHASE NECESSARY. PROMOTION OPEN ONLY TO LEGAL RESIDENTS OF THE 50
UNITED STATES OR THE DISTRICT OF COLUMBIA AND WHO ARE 18 YEARS OF AGE OR OLDER
AND WHO ARE ATTENDEES AT THE 2016 PROSPANICA CONFERENCE & CAREER EXPO ON
9/28/2016 (HEREINAFTER THE “ELIGIBLE ENTRANT(S)”). PROMOTION OCCURS ON 7/6/2016
AND ENDS 9/29/2016 (“PROMOTION PERIOD”). VOID WHERE PROHIBITED.
HOW TO PARTICIPATE: NO PURCHASE NECESSARY.
The Prospanica Case Competition consists of a skill based challenge (“Contest”) amongst a
team of graduate students from across the nation. To enter the Contest, register at the following
website in order to be eligible to compete:
http://www.prospanicaconference.org/case-competition-register
FINALISTS
Will be determined by PepsiCo according to the rubric included below and will present their
team’s case at the 2016 Prospanica Conference & Career Expo. Participants with the highest
score will win the Contest Prize.
PUBLICITY AND RIGHTS TO PHOTOS:
Acceptance of a Prize shall constitute and signify each winner’s agreement and consent that
Sponsor may use the winner’s name, city, state or province, likeness, original Submission and/or
prize information in connection with the Contest for promotional, advertising or other purposes,
worldwide, in any and all media now known or hereafter devised, including the Internet,
without limitation and without further payment, notification, permission or other consideration
for up to one (1) year following the conclusion of the Contest, to the extent permitted by
applicable law. Each winner accepts and acknowledges that Sponsor shall not be obligated to
use the Submission and that Sponsor shall have the right to refrain from using the Submission.
Sponsor shall not incur any liability whatsoever to the extent Sponsor chooses to refrain from
any exploitation of its rights hereunder. Each winner will indemnify Released Parties and any
licensee of Sponsor against all claims, damages, liabilities, and expenses (including reasonable
counsel fees and legal expenses) arising out of any breach of these terms.
SPONSOR
Pepsi-Cola Company, 700 Anderson Hill Road, Purchase, New York 10577.
PEPSI and the Pepsi Globe are registered trademarks of PepsiCo, Inc.
TERMS & CONDITIONS:
By entering this contest, you agree to Pepsi-Cola’s privacy policies, available at the contest web
site, and that your entry and the personal information collected from you in connection with this
contest will be shared with sponsors, Pepsi-Cola Company – sponsor.
No purchase necessary. A purchase or payment of any kind will not increase your chances of
winning. You must be 18 years of age or older at the time of entry to win the competition.
Agreement to Official Rules
By participating in the contest, entrants fully and unconditionally agree to and accept these
Official Rules and the decisions of the sponsor and/or Administrators, which are final and legally
binding in all matters related to the contest. Whether an entrant(s) receive(s) a prize is contingent
upon fulfilling all requirements set forth herein (the “Official Rules”).
Team Registration
During the registration period, a confirmation e-mail will be sent to all teams and each team
captain that has completed their registration. Please retain the e-mail for your records. Entries
submitted after the deadline and/or submitted with incomplete information will be disqualified at
the discretion of the sponsor.
There is one (1) application per team.
Administrator is not responsible for late, lost, or misdirected application materials or
correspondence. All materials become Administrator’s property and will not be returned.
Submission grants the Administrator and its agents the right to publish, use, adapt, edit, and/
or modify such application in any way, use in any and all media without limitation, and without
consideration to the applicant.
Submission of any application further constitutes the applicant’s consent to irrevocably assign
and transfer to the Administrator any and all rights, title and interest in the application, including
without limitation, all copyrights.
Eligibility
PepsiCo Case Contest is open only to legal residents of the 50 United States, D.C. and Puerto Rico
who are at least 18 years of age at the time of entry and who did not purchase any equipment
for purposes of entering this contest. By participating in the contest, each team unconditionally
accepts and agrees to comply with and abide by these Official Rules and the decisions of PepsiCola Company, Purchase, New York (“Sponsor”), whose decisions shall be final and binding in all
respects. Team applicants must meet all of the following criteria to be eligible:
oo Teams must be composed of 1-5 team members. Alternates are allowed, but must be listed by
name at the time of team registration.
oo Team members must be undergraduate students or working on MBA degrees
oo Multiple teams can be from one university
oo Teams must have self-made distinctive team names not directly associated with any current
university, company, or other organization
oo All teammates must be present for the case presentation at the Conference (September 29th in
Houston, TX), and each student must have a part in the presentation
The contest is subject to all applicable federal, state, local laws, and regulations. Void where
prohibited by law.
Conduct
These Terms and Conditions are accessible from the website throughout the contest period.
Failure to comply with these Terms and Conditions may result in disqualification. Administrator
reserves the right at its sole discretion to disqualify any individual suspected of tampering with
the entry process or the operation of the Program or the website; or to be acting in any manner
deemed by the Administrator to be in violation of the Official Rules; or to be acting in any manner
deemed by Administrator to be unsportsmanlike or disruptive, or with intent to annoy, abuse,
threaten or harass any other person.
**CAUTION: ANY ATTEMPT BY A USER OR ENTRANT OR ANY OTHER INDIVIDUAL TO DELIBERATELY
DAMAGE ANY WEB SITE OR UNDERMINE THE LEGITIMATE OPERATION OF THE PROGRAM IS A
VIOLATION OF CRIMINAL AND CIVIL LAWS AND SHOULD SUCH AN ATTEMPT BE MADE THE
ADMINISTRATOR RESERVES THE RIGHT TO SEEK DAMAGES AND COSTS (INCLUDING WITH
LIMITATION, ATTORNEYS’ FEES) FROM ANY SUCH PERSON TO THE FULLEST EXTENT PERMITTED BY
LAW.
Limitations of Liability
Administrator and Program Parties including, but not limited to, PepsiCo., Inc., Pepsi-Cola
Company and its bottlers assume no responsibility or liability for (a) any incorrect or inaccurate
entry information, or for any faulty, failed, garbled or jumbled electronic data transmissions;
(b) any unauthorized access to, or theft, destruction or alteration of entries at any point in the
operation of this Program; (c) any technical malfunction, failure, error, omission, interruption,
deletion, defect, delay in operation or communications line failure, regardless of cause, with
regard to any equipment, systems, networks, lines, satellites, servers, computers or providers
utilized in any aspect of the operation of the Program; (d) inaccessibility or unavailability of the
Internet or the Web Site or any combination thereof, or; (e) any injury or damage to participant’s
or to any other person’s computer which may be related to or resulting from any attempt to
participate in the Program or download any materials in the Program. If, for any reason, the
Program is not capable of running as planned for reasons which may include without limitation,
infection by computer virus, bugs, tampering, unauthorized intervention, fraud, technical failures,
or any other causes which may corrupt or affect the administration, security, fairness, integrity or
proper conduct of this Program, then the Administrator reserves the right at its sole discretion to
cancel, terminate, modify or suspend the Program in whole or in part.
Disputes
Except where prohibited, Entrant agrees that: (1) any and all disputes, claims and causes of action
arising out of or connected with this Contest or any prize awarded shall be resolved individually,
without resort to any form of class action, and exclusively by the United States District Court for
the state of New York or the appropriate New York State Court.; (2) any and all claims, judgments
and awards shall be limited to actual out-of-pocket costs incurred, including costs associated with
entering this Contest, but in no event attorneys’ fees; and (3) under no circumstances will Entrant
be permitted to obtain awards for, and Entrant hereby waives all rights to claim, indirect, punitive,
incidental and consequential damages and any other damages, other than for actual out-ofpocket expenses, and any and all rights to have damages multiplied or otherwise increased. All
issues and questions concerning the construction, validity, interpretation and enforceability of
these Official Rules, or the rights and obligations of the Entrant and Sponsor in connection with
the Contest, shall be governed by, and construed in accordance with, the laws of the State of New
York without giving effect to any choice of law or conflict of law rules (whether of the State of New
York or any other jurisdiction), which would cause the application of the laws of any jurisdiction
other than the State of New York.
Sponsor
PepsiCo, Inc. Purchase, New York 10577
PepsiCo Information and Background
PepsiCo Inc (NYSE: PEP), headquartered in Purchase, New York, is a global corporation focused
on snacks and beverages – two complementary businesses with attractive growth, margins and
returns. PepsiCo is the largest food and beverage company in the USA, and the second largest
worldwide with 2014 revenues of $66.7 Billion USD.
Sales of PepsiCo Products take place within two major channels, “Retail” (i.e. grocery stores,
supermarkets) and ”Foodservice” channels, where the products are consumed out-of-home.
The Foodservice channel is divided into several industry-standard categories, including
Restaurant (i.e. quick-serve, fast casual, etc.), Workplace, Recreation & Retail (stadiums, theaters),
and College & University. The Foodservice division leverages dispensing equipment (vending
machines, coolers, fountain machines) to sell and dispense PepsiCo products.
In recent years, evolution in technology allowed the introduction of a range of increasingly
complex and engaging equipment in the Foodservice industry. These are typically pieces of
product dispensing equipment built around a screen or a touchscreen to provide an enhanced
experience to consumers, and may be connected to a network to allow data communications.
Indeed, the future of food and beverage dispensing equipment and displays is connected. In
other words, persistent and sustained connectivity will allow Smart machines to collect, share
and even display information ranging from product availability/quality to consumer preferences/
behavior. This digital platform also opens up the door for consumers to interact with Smart
machines.
To support its growth and build on this trend, PepsiCo Global R&D and Global Design focused on
leveraging new and emerging technologies to create compelling and engaging experiences for
consumers through a portfolio of enhanced marketing equipment (coolers, vending machines
and (fountain machines).This equipment will fundamentally transform the way PepsiCo delivers
the vast portfolio of beverages to its consumers. Such equipment includes:
• Coolers, replacing a standard glass door with a semi-transparent digital display that streams
videos, animations, and multimedia content. Theses screens can be passive or interactive
with the implementation of touchscreens.
• Fountain machines equipped with a touch screen used to make beverage selections and that
can also be used to display content and engage consumers.
•
Vending machines equipped with a large touchscreen used as the interface for transactions as
well as for consumer engagement.
PepsiCo’s brand portfolio includes:
• Beverage brands such as:
oo Carbonated and non-carbonated concentrate-based beverages (Pepsi, Mountain Dew,
Brisk, Sierra Mist, 7UP (International only))
oo Bottled teas (Lipton Ice Tea, Brisk (through JV with Unilever), Pure Leaf )
oo Juices and smoothies (Tropicana, IZZE, Naked)
oo Sports drinks (Gatorade), Energy drinks (AMP Energy), Waters (Aquafina, Sobe, Propel)
• Food and Snack brands including:
oo Quaker Oats, Fritos, Lay’s, Walker’s (UK), Doritos, Stacy’s, Sabra, and Sunchips