A man with unmatched marketing and leadership skills, Shivakumar, CEO, Pepsico India, has grown many brands through innovation, new business models and partnerships. Here is his keynote at adTech India 2014.

1. Digital
Impact
Adtech | March 21, 2014
PepsiCo | Shiv

2. Structure
• Industrial Age – Digital age
• War of ….
• Displays
• Infonomy
• Marketing

3. Steam Engine 18 C
James Watt – H2o, Industrial age –
Information age

4. The war of the living room

5. The War of
the Table

6. The War of the palm

7. The War of the wrist?

8. Digital impact on
Individuals, society, I
ndustries, governme
nts, institutions, bra
nds

9. Individuals and Computing

10. Impact of digital camera

11. 1991 –
Mobiles, Kodak $13,000-1.3

12. How many displays
in your house?

13. AFRICA : Mobile starts the Digital ‘wants’
Market Mobile Ownership
%
No. digital devices
owned
GDP per capita
Uganda 80% 1.5 $1,305
Tanzania 70% 1.4 $1,506
Ghana 80% 2.0 $3,082
India 75% 2.0 $3,703
South Africa 85% 2.3 $10,977
UK 100% 6.0 $35,974
USA 100% 6.0 $48,147
Spain 100 % 7.0 $30,622

14. Bar code and
its impact

15. Is wearable the
human Bar code?

16. Machines are great servants
but poor thinkers. Will self driving
cars change that?

17. Consumers and
network effect

18. Digitization
makes
information
available

19. 22 minutes, 8 minutes

20. Reallocating Time-PA

21. Digital
Disruption of
Industries

22. Infonomy and
freemium

23. The
Digital micro
MNC

24. Digital
Organizations
work flow, skill bias.
HW+SW+PW

25. Share of Workforce,
By Occupational Class
0%
10%
20%
30%
40%
50%
60%
1950 1955 1960 1965 1970 1975 1980 1985 1990 1995 2000 2006 2012 2018 2022
Creative Class Share
Service Class Share
Working Class Share

26. The future
marketing
department

27. GTM

28. Digital choice-
Inventory, Choice confusion

29. Outsourcing
Innovation?
Innocentive, Kagg
le

30. Role of celebrities

31. Summary
• War
• Displays
• Innovation