is proud to
announce its
CASE
COMPETITION
Case Writing Competition Guide
2015
NSHMBA
NSHMBA
GOAL OF THE COMPETITION:
NSHMBA and PepsiCo are excited to present the 2015 NSHMBA
Case Competition developed for the nation’s most talented college
students. PepsiCo will select and sponsor three (3) teams to
participate in the final event during the 2015 NSHMBA Conference
& Career Expo in Chicago, IL. Each finalist team must resolve a
business case and present their findings to the PepsiCo executive
panel for a chance to win the competition.
2015 nshmba
Conference
&
Career Expo
October 8-10, 2015
THEME:
Digital Equipment Strategy
Overview
PepsiCo unveiled a range of new smart
connected foodservice equipment,
including interactive vending machines,
smart coolers, and self-serve fountain
machines at the National Restaurant
Association Show in May 2014. Deployed
in several channels such as restaurants,
movie theaters, and college dining
halls, this advanced equipment offers
opportunities to increase and enhance
consumer engagement, provide information, provide alerts and logistical information to operators, and
much more. While each piece of equipment varies in form, function, and channel placement, they all
share a common wireless connection to a central network as well as a digital touch screen.
The Pepsi Spire portfolio currently consists of three state-of-the-art touchscreen fountain unit models
that allow consumers to create more than 1,000 customized and personalized beverages in a fun
and engaging environment, while giving foodservice operators a choice of flexible and cost-effective
equipment to pick from to best meet their needs.
Pepsi Spire 2.0 and 5.0 are also smart equipment, which allows PepsiCo and its customers to identify
popular beverage customizations, gain real-time consumer preference insights and remotely update
touchscreen content to further enhance the consumer experience. Pepsi Interactive Vending and
Pepsi Smart Cooler are also smart equipment connected to the network, providing similar benefits to
Pepsi Spire. The wireless equipment network enables connection between consumers’ smart devices
and PepsiCo’s Smart Equipment lineup.
2015
NSHMBA
CASE
COMPETITION
Case Writing Competition Guide
PROBLEM STATEMENT:
Goal: Propose a unified digital screen strategy that takes into account the different equipment types
(i.e. fountain, vending, coolers), channels (i.e. restaurants, college/university, theater, recreation, etc.),
geographies, and target consumers.
Scope: The case should primarily look at the North American market, although examining the
differences and implications for other international markets is welcome. Any explorations beyond
North America should consider differences and implications of demographic, cultural, and macroeconomic factors.
High level strategy considerations include:
• Exploration of universal content, experiences, and functionality
• Identification of idiosyncratic content, experiences, and functionality based on equipment type
• Exploration of changes or unique applications/content based on geographic location, channel,
target consumers, customer (i.e. retail or foodservice customers)
• Exploration of digital screens beyond equipment-based hardware
PRIZES & BENEFITS:
The three team finalists chosen will present their cases at the 2015 NSHMBA Conference &
Career Expo in Chicago, IL. Each finalist team member will be provided transportation, 2 night
hotel accommodations, is a special guest at the Scholars Reception, and receive full conference
registration (3-day full access to conference with four event meals).
In addition, each team and their university will be recognized in the fall 2015 NSHMBA Magazine.
KEY DATES:
April 10, 2015
NSHMBA posts Round 1 question(s) on website and competition begins
June 10, 2015
Deadline to submit to NSHMBA
July 20, 2015
NSHMBA notifies top three team finalists
October 8, 2015
2015 NSHMBA Case Competition begins
ELIGIBILITY REQUIREMENTS:
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Be 18 years of age or older at the time of entry to be eligible to win the competition
Be a legal resident of the 50 United States and Puerto Rico
Be enrolled in university/college
Team must be composed of 3-4 team members
Each team must have an appointed team captain
HOW TO ENTER:
Each team must register – participants must sign up
in order to be eligible to compete.
APPLY: nshmbaconference.org/Case-Competition.html
SCAN HERE
TO APPLY!
2015
NSHMBA
CASE
COMPETITION
Case Writing Competition Guide
CASE SUBMISSION CRITERIA:
All submissions must:
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Be submitted in Microsoft Word document (.doc or .docx)
Have maximum of 20 pages or less (includes key elements: title page, research, graphics, etc.)
Be submitted in font size 12 Times New Roman, single spaced with 1” margins
Have a title page with the following:
Team Name
Team Logo
Team Members’ names, including alternates
University Name
Be accompanied by a brief summary – written outline of the case study summarizing following
key elements:
Situational Analysis
Research
Goals and Objectives
Strategies and Tactics
Evaluations
Samples of collateral materials, news releases, media materials, and schedules
References for all materials
JUDGING CRITERIA:
The following rubric will serve for grading and judging teams’ case. The team with the highest point
total wins the case competition. In the event of a tie, judges will convene to determine a sole winner.
GRADING RUBRIC
SCORE
1
CONTENT
Quality of facts, research, ideas, and solutions
DELIVERY
Written and verbal presentation of facts, research, ideas,
and solutions
EFFECTIVENESS
Do their proposed solutions address and answer the
problem?
VIABILITY
Is their proposal feasible and practical in the current
business world?
ORIGINALITY
Did they approach the problem in a creative way which
resulted in an original solution?
Total
2
3
4
5
2015
NSHMBA
CASE
COMPETITION
Case Writing Competition Guide
CONTACT:
For questions, please contact:
Hermes “Ernie” Sanchez
214-524-7504
[email protected]
TERMS & CONDITIONS:
(PepsiCo Adelante Program)
By entering this contest, you agree to Pepsi-Cola’s privacy policies, available at the contest web site,
and that your entry and the personal information collected from you in connection with this contest will
be shared with sponsors, Pepsi-Cola Company – sponsor.
No purchase necessary. A purchase or payment of any kind will not increase your chances of winning.
You must be 18 years of age or older at the time of entry to win the competition.
Agreement to Official Rules
By participating in the contest, entrants fully and unconditionally agree to and accept these Official
Rules and the decisions of the sponsor and/or Administrators, which are final and legally binding in all
matters related to the contest. Whether an entrant(s) receive(s) a prize is contingent upon fulfilling all
requirements set forth herein (the “Official Rules”).
Team Registration
During the registration period, a confirmation e-mail will be sent to all teams and each team captain
that has completed their registration. Please retain the e-mail for your records. Entries submitted after
the deadline and/or submitted with incomplete information will be disqualified at the discretion of the
sponsor.
There is one (1) application per team.
Administrator is not responsible for late, lost, or misdirected application materials or correspondence.
All materials become Administrator’s property and will not be returned. Submission grants the
Administrator and its agents the right to publish, use, adapt, edit, and/or modify such application in
any way, use in any and all media without limitation, and without consideration to the applicant.
Submission of any application further constitutes the applicant’s consent to irrevocably assign and
transfer to the Administrator any and all rights, title and interest in the application, including without
limitation, all copyrights.
Eligibility
PepsiCo Adelante ERG Contest is open only to legal residents of the 50 United States, D.C.
and Puerto Rico who are at least 18 years of age at the time of entry and who did not purchase
any equipment for purposes of entering this contest. By participating in the contest, each team
2015
NSHMBA
CASE
COMPETITION
Case Writing Competition Guide
unconditionally accepts and agrees to comply with and abide by these Official Rules and the
decisions of Pepsi-Cola Company, Purchase, New York (“Sponsor”), whose decisions shall be final
and binding in all respects. Team applicants must meet all of the following criteria to be eligible:
• Teams must be composed of 3-4 team members. Alternates are allowed, but must be listed by
name at the time of team registration. At least two team members must be working on their MBA
degree
• Multiple teams can be from one university
• Teams must have self-made: distinctive team names and marketing logo not directly associated
with any current university, company, or other organization
• All teammates must be present for the case presentation at the Conference (October 8 in
Chicago, IL), and each student must have a part in the presentation
The contest is subject to all applicable federal, state, local laws, and regulations. Void where
prohibited by law.
Conduct
These Terms and Conditions are accessible from the website throughout the contest period. Failure to
comply with these Terms and Conditions may result in disqualification. Administrator reserves the right
at its sole discretion to disqualify any individual suspected of tampering with the entry process or the
operation of the Program or the website; or to be acting in any manner deemed by the Administrator
to be in violation of the Official Rules; or to be acting in any manner deemed by Administrator to be
unsportsmanlike or disruptive, or with intent to annoy, abuse, threaten or harass any other person.
**CAUTION: ANY ATTEMPT BY A USER OR ENTRANT OR ANY OTHER INDIVIDUAL TO
DELIBERATELY DAMAGE ANY WEB SITE OR UNDERMINE THE LEGITIMATE OPERATION OF
THE PROGRAM IS A VIOLATION OF CRIMINAL AND CIVIL LAWS AND SHOULD SUCH AN
ATTEMPT BE MADE THE ADMINISTRATOR RESERVES THE RIGHT TO SEEK DAMAGES AND
COSTS (INCLUDING WITH LIMITATION, ATTORNEYS’ FEES) FROM ANY SUCH PERSON TO THE
FULLEST EXTENT PERMITTED BY LAW.
Limitations of Liability
Administrator and Program Parties including, but not limited to, PepsiCo., Inc., Pepsi-Cola
Company and its bottlers assume no responsibility or liability for (a) any incorrect or inaccurate
entry information, or for any faulty, failed, garbled or jumbled electronic data transmissions; (b) any
unauthorized access to, or theft, destruction or alteration of entries at any point in the operation of this
Program; (c) any technical malfunction, failure, error, omission, interruption, deletion, defect, delay in
operation or communications line failure, regardless of cause, with regard to any equipment, systems,
networks, lines, satellites, servers, computers or providers utilized in any aspect of the operation of
the Program; (d) inaccessibility or unavailability of the Internet or the Web Site or any combination
thereof, or; (e) any injury or damage to participant’s or to any other person’s computer which may be
related to or resulting from any attempt to participate in the Program or download any materials in the
Program. If, for any reason, the Program is not capable of running as planned for reasons which may
include without limitation, infection by computer virus, bugs, tampering, unauthorized intervention,
fraud, technical failures, or any other causes which may corrupt or affect the administration, security,
fairness, integrity or proper conduct of this Program, then the Administrator reserves the right at its
sole discretion to cancel, terminate, modify or suspend the Program in whole or in part.
2015
NSHMBA
CASE
COMPETITION
Case Writing Competition Guide
Disputes
Except where prohibited, Entrant agrees that: (1) any and all disputes, claims and causes of action
arising out of or connected with this Contest or any prize awarded shall be resolved individually,
without resort to any form of class action, and exclusively by the United States District Court for the
state of New York or the appropriate New York State Court.; (2) any and all claims, judgments and
awards shall be limited to actual out-of-pocket costs incurred, including costs associated with entering
this Contest, but in no event attorneys’ fees; and (3) under no circumstances will Entrant be permitted
to obtain awards for, and Entrant hereby waives all rights to claim, indirect, punitive, incidental and
consequential damages and any other damages, other than for actual out-of-pocket expenses, and
any and all rights to have damages multiplied or otherwise increased. All issues and questions
concerning the construction, validity, interpretation and enforceability of these Official Rules, or the
rights and obligations of the Entrant and Sponsor in connection with the Contest, shall be governed
by, and construed in accordance with, the laws of the State of New York without giving effect to any
choice of law or conflict of law rules (whether of the State of New York or any other jurisdiction), which
would cause the application of the laws of any jurisdiction other than the State of New York.
Sponsor
PepsiCo, Inc. Purchase, New York 10577
PepsiCo Information and Background
PepsiCo Inc (NYSE: PEP), headquartered in Purchase, New York, is a global corporation focused on
snacks and beverages – two complementary businesses with attractive growth, margins and returns.
PepsiCo is the largest food and beverage company in the USA, and the second largest worldwide
with 2014 revenues of $66.7 Billion USD.
Sales of PepsiCo Products take place within two major channels, “Retail” (i.e. grocery stores,
supermarkets) and ”Foodservice” channels, where the products are consumed out-of-home.
The Foodservice channel is divided into several industry-standard categories, including Restaurant
(i.e. quick-serve, fast casual, etc.), Workplace, Recreation & Retail (stadiums, theaters), and College
& University. The Foodservice division leverages dispensing equipment (vending machines, coolers,
fountain machines) to sell and dispense PepsiCo products.
In recent years, evolution in technology allowed the introduction of a range of increasingly complex
and engaging equipment in the Foodservice industry. These are typically pieces of product dispensing
equipment built around a screen or a touchscreen to provide an enhanced experience to consumers,
and may be connected to a network to allow data communications.
Indeed, the future of food and beverage dispensing equipment and displays is connected. In other
words, persistent and sustained connectivity will allow Smart machines to collect, share and even
display information ranging from product availability/quality to consumer preferences/behavior. This
digital platform also opens up the door for consumers to interact with Smart machines.
To support its growth and build on this trend, PepsiCo Global R&D and Global Design focused on
leveraging new and emerging technologies to create compelling and engaging experiences for
consumers through a portfolio of enhanced marketing equipment (coolers, vending machines and
2015
NSHMBA
CASE
COMPETITION
Case Writing Competition Guide
fountain machines). This equipment will fundamentally transform the way PepsiCo delivers the vast
portfolio of beverages to its consumers. Such equipment includes:
• Coolers, replacing a standard glass door with a semi-transparent digital display that streams
videos, animations, and multimedia content. Theses screens can be passive or interactive with
the implementation of touchscreens.
• Fountain machines equipped with a touch screen used to make beverage selections and that can
also be used to display content and engage consumers.
• Vending machines equipped with a large touchscreen used as the interface for transactions as
well as for consumer engagement.
PepsiCo’s brand portfolio includes:
• Beverage brands such as:
oo Carbonated and non-carbonated concentrate-based beverages (Pepsi, Mountain Dew, Brisk,
Sierra Mist, 7UP (International only))
oo Bottled teas (Lipton Ice Tea, Brisk (through JV with Unilever), Pure Leaf)
oo Juices and smoothies (Tropicana, IZZE, Naked)
oo Sports drinks (Gatorade), Energy drinks (AMP Energy), Waters (Aquafina, Sobe, Propel)
• Food and Snack brands including:
oo Quaker Oats, Fritos, Lay’s, Walker’s (UK), Doritos, Stacy’s, Sabra, and Sunchips
References
Most of the following references are taken from the PepsiCo newsroom page. This reference list is
included to give all teams a baseline for the information that we have already shared publicly. Our
expectation is that each team’s research will go beyond this core set of links.
• www.pepsico.com/live/story/pepsi-spire-the-future-of-fountain-beverages051520141456
• www.pepsico.com/live/story/the-future-of-fountain-beverages---part-2053020141464
• www.pepsico.com/live/story/the-power-of-pepsico-s-portfolio-for-our-foodservice-customers
• www.pepsico.com/live/story/pepsico-lets-consumers-buy-gift-and-play-through-new-interactivevending-machine10082012759
• www.nytimes.com/2014/05/16/business/pepsi-challenges-coke-in-the-race-to-design-a-moretappable-soda-fountain.html
• www.pepsico.com/live/story/pepsico-turkey-launches-mobile-phone-technology-for-vendingmachines12142011292
• www.pepsico.com/live/story/trade-a-facebook-like-for-a-pepsi-with-new-vending-machine-inbelgium06032013996
• http://shar.es/1fNkh2
• http://fansided.com/2014/05/15/pepsi-new-interactive-soccer-video-game-vending-machine/