Nooyi quickly settled into her new life, but struggled to make ends meet over the next two years. Though she received financial aid from Yale, she also had to work as an overnight receptionist to make ends meet. "My whole summer job was done in a sari because I had no money to buy clothes," she told Murray. Even when she went for an interview at the prestigious business-consulting firms that hired business-school students, she wore her sari, since she could not afford a business suit. Recalling that the Graduate School of Management required all first-year students to take—and pass—a course in effective communications, she said in the Financial Times interview that what she learned in it "was invaluable for someone who came from a culture where communication wasn't perhaps the most important aspect of business at least in my time."
Pepsi v. Coke
The rivalry between Pepsi, the flagship product of Indra Nooyi's company, and its Atlanta, Georgia-based competitor, Coca-Cola, is one of corporate America's longest-running marketing battles. In the United States alone, the soft-drink industry is a $60 billion one, with the average American consuming a staggering fifty-three gallons of carbonated soft drinks every year.
The battle between Coke and Pepsi dates back almost as long as each company's history. Both emerged as key players in early decades of the twentieth century, when soft drinks first came on the market in the United States. In the 1920s, Coca-Cola began moving aggressively into overseas markets, and even opened bottling plants near to places where U.S. service personnel were stationed during World War II. Pepsi only moved into international territory in the 1950s, but scored a major coup in 1972 when it inked a deal with the Soviet Union. With this deal, Pepsi became the first Western product ever sold to Soviet consumers.
The battle for market share heated up after 1975, when both companies stepped up their already lavishly financed marketing campaigns to win new customers. Pepsi's standard cola products had a slightly sweeter taste, which prompted one of the biggest corporate-strategy blunders in U.S. business history: in 1985, Coca-Cola launched "New Coke," which had a slightly sweeter formulation. Coke consumers were outraged. The old formula was still available under the name "Coca-Cola Classic," but the New Coke idea was quickly shelved. This incident is often studied by business-school curriculums in the United States and elsewhere, along with many other aspects of what is known as "the cola wars."
Coke is the leader in market share for carbonated colas, but soft drinks remain its core business. Pepsi, on the other hand, began acquiring other businesses in 1965 when it bought the Texas-based Frito-Lay company, and has a larger stake in the food industry.
Nooyi did not earn a second M.B.A. from Yale. Instead, her degree was a master of public and private management, which she finished in 1980. After commencement, she went to work at the Boston Consulting Group, a prestigious consulting firm. For the next six years she worked on a variety of international corporate-strategy projects, and went over to Motorola in 1986 as a senior executive. She remained there for four years, leaving in 1990 to join Asea Brown Boveri Inc. as its head of strategy. ABB, as the company was known, was a $6 billion Swiss-Swedish conglomerate that made industrial equipment and constructed power plants around the world.
Nooyi's skill in helping ABB find its direction in North America came to the attention of Jack Welch, the head of General Electric. He offered her a job in 1994, but so did PepsiCo chief executive officer Wayne Calloway. As she told a writer for Business Week, the two men knew one another, but Calloway made an appealing pitch for Nooyi's talent. He told her, she recalled, that "'Welch is the best CEO I know.... But I have a need for someone like you, and I would make PepsiCo a special place for you.'"
Nooyi chose the soft-drink maker, and became its chief strategist. Soon, she was urging PepsiCo to reshape its brand identity and assets, and became influential in a number of important decisions. She was also a lead negotiator on the high-level deals that followed. The company decided to spin off its restaurant division in 1997, for example, which made its KFC, Pizza Hut, and Taco Bell holdings into a separate company. She also looked at the successful plan by Pepsi rival Coca-Cola, which had sold of its bottling operations a decade earlier, and had been rewarded with impressive profit margins on its stock performance. Pepsi followed suit, and the 1999 initial public offering of the Pepsi bottling operations was valued at $2.3 billion. The company kept a large share of stock in it, however.
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