Branding in China: Lessons Learned from the Cola Campaigns

Wah-Hui Chu, Non-Executive Chairman, Asia Pacific, PepsiCo International

Communications & Marketing Committee and China Business Committee

Fighting for the allegiance of China's 1.3 billion (give or take a few million) consumers has always been a tough battle.

What do you do when you face an ultra-tough competitor that owns one of the most powerful brands in the history of global fast-moving consumer goods, one with pockets deep even by major MNC standards? Go back to basics. Ignore your competitor's threats. Focus on your consumer. Have faith and be patient. And execute, execute, execute.

Wah-Hui Chu, the Non-Executive Chairman of PepsiCo International 's Asia Region will explain how the brand moved from near-irrelevance 10 years ago to become China's number one soft drink brand in 2005 and the market leader today. During Mr. Chu's nine years as president of PepsiCo International - China Beverages Business Unit, PepsiCo¡¦s beverages business in China quadrupled in sales volume and doubled its market share while achieving new record high market share every year from 1998 to 2006.

Mr. Chu was president of Monsanto Greater China and Korea between 1995-1998 and president of Whirlpool Greater China from 1993-1995. He has also held various management positions with the Quaker Oats Co. and then with H.J. Heinz in Chicago, Taipei, Hong Kong, Guangzhou, Pittsburgh and London.