The store brand can be as important as the product brand, and CPG companies must have relationships with those businesses, Maples said. “Our b-to-b side is critical to the success of PepsiCo,” he said.
Maples cited marketing campaigns of Gatorade and Quaker, two of PepsiCo’s major brands, as examples of how b-to-b marketing fits into the company’s overall sales strategy for new products.
For last year’s “Gatorade G” campaign, PepsiCo developed relationships with NASCAR and such nontraditional sports as skateboarding to enhance the sports drink’s exposure to consumers. It also explored partnerships with Dunkin’ Donuts, Starbucks and general convenience stores to increase the distribution of Quaker’s Oatmeal to Go breakfast bars.
Maples formerly served as VP-general manager and team leader of PepsiCo’s Sam’s Club unit and VP-alternate channels for the Tropicana Gatorade division of Quaker.