PepsiCo's New Product Launch in Russia: Targeting the Right Trade Channels

PepsiCo should focus on developing its new products in the 'supermarket' and 'superetta' channels as they account for a significant share of the category's sales volume. Additionally, these channels have experienced growth in the sales of non-alcoholic beverages, indicating a potential demand for new product categories like 'iced tea' or 'energy drinks'. With the increasing value share of 'supermarkets' and 'discounters/mini-markets' channels, PepsiCo can leverage their distribution networks and marketing strategies to increase visibility and drive sales. However, PepsiCo should also consider exploring opportunities in 'open markets' as it has shown active growth in sales of non-alcoholic beverages. Overall, the key to success would be to target channels that have the highest potential for sales volume and align product offerings with changing consumer preferences.