PepsiCo is More than a Cola Company, Worth $71

PepsiCo (NYSE:PEP) has been under fire especially with the latest earnings not meeting investor expectations. There was news that Indra Nooyi might step down as the CEO of PepsiCo but the company has quashed all such rumors for now. Although Coca-Cola Co (NYSE:KO) has been outperforming PepsiCo in terms of beverage volumes sold, it is important to understand that PepsiCo has evolved into more than just a beverage company over time.

The company has a huge, diversified portfolio and its competitors include more than Coca-Cola or Dr Pepper Snapple (NYSE:DPS). Apart from the traditional cola companies, PepsiCo competes with leading food & beverage companies around the world such as Kraft Foods (NYSE:KFT) and Nestle among many others.

See our complete analysis of PepsiCo

What’s in a Name ?

Since the company is named PepsiCo, investors have a natural tendency to think that the namesake drink Pepsi is the most important division within the company. And since Pepsi has been losing out to Coke or even Diet Coke, investors and the entire financial community presume that the company, as a whole, is doing badly. The fact is that Pepsi is not the most important for PepsiCo — it is not even the second most valuable business.

Frito-Lay constitutes the most important division for the company. PepsiCo is well poised to increase its market share as it expands into emerging economies. Besides its own brands that enjoy strong recognition, the company regularly acquires local companies to grab a foothold into the existing market. Local companies are aware of the market conditions unique to each country and have their distribution networks set up and manufacture products suited to the tastes of the local market.  An increasing market size coupled with a rising market share will be a prime growth driver for the firm.

We estimate that the international snacks market will grow from $38 billion currently to $42 billion by the end of our forecast period, fueled mostly by increased consumption in the developing markets. And this is rather a conservative estimate. Yyou can drag the trend line to arrive at your own price estimate.

In 2011, PepsiCo acquired Brazil’s Grupo Mabel in a deal valued at $500 million which will give it access to the world’s second largest cookie and cracker producing nation. In India, PepsiCo is setting up a $100 million manufacturing plant that will make corn-based snacks available in the country.

Besides snacks, PepsiCo has significantly stepped up presence in the dairy segment. In late 2010, the company acquired Wimm-Bill-Dann that will give the company access to Russia and East Europe’s dairy markets. Last week, PepsiCo announced that the company, in partnership with Germany’s Theo Müller Gmbh, is investing $200 million to enter into the U.S. dairy market.

These are significant investments that provide ample growth opportunities for the company. We also believe that the company’s decision to step up marketing efforts on soft drinks in 2012 is a step in the right direction. Carbonated soft drink (CSD) sales have witnessed a strong correlation with the advertising spend in the past. It is also crucial that PepsiCo leverages its strong brand name to boost profits.

We think it is important for a company to strike a balance between its long-term goals and profitability and, with its latest decision PepsiCo will hopefully be able to realize that.

We maintain a price estimate of $71, which is about 10% above the current market price.

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