ConferenceCareer Expo&

2015 nshmba

October 8-10, 2015

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15NSHMBAis proud toannounce its

GOAL OF THE COMPETITION:NSHMBA and PepsiCo are excited to present the 2015 NSHMBA Case Competition developed for the nations 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.

THEME:Digital Equipment Strategy

OverviewPepsiCo 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 PepsiCos Smart Equipment lineup.

Case Writing Competition Guide

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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 macro-economic 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: 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 upin order to be eligible to compete.

APPLY: nshmbaconference.org/Case-Competition.html

SCAN HERETO APPLY!

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CASE SUBMISSION CRITERIA:All submissions must: 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 NameTeam LogoTeam Members names, including alternates University Name

Be accompanied by a brief summary written outline of the case study summarizing following key elements:

Situational AnalysisResearchGoals and ObjectivesStrategies and TacticsEvaluations

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 2 3 4 5

CONTENTQuality of facts, research, ideas, and solutions

DELIVERYWritten and verbal presentation of facts, research, ideas, and solutions

EFFECTIVENESSDo their proposed solutions address and answer the problem?

VIABILITYIs their proposal feasible and practical in the current business world?

ORIGINALITYDid they approach the problem in a creative way which resulted in an original solution?

Total

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TERMS & CONDITIONS:(PepsiCo Adelante Program)By entering this contest, you agree to Pepsi-Colas 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 RulesBy 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 RegistrationDuring 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 Administrators 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 applicants 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

CONTACT:For questions, please contact:

Hermes Ernie Sanchez214-524-7504hsanchez@nshmba.org

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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 LiabilityAdministrator 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 participants or to any other persons 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.

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DisputesExcept 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. SponsorPepsiCo, Inc. Purchase, New York 10577

PepsiCo Information and BackgroundPepsiCo 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

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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.

PepsiCos brand portfolio includes: Beverage brands such as:

o Carbonated and non-carbonated concentrate-based beverages (Pepsi, Mountain Dew, Brisk, Sierra Mist, 7UP (International only))

o Bottled teas (Lipton Ice Tea, Brisk (through JV with Unilever), Pure Leaf) o Juices and smoothies (Tropicana, IZZE, Naked) o Sports drinks (Gatorade), Energy drinks (AMP Energy), Waters (Aquafina, Sobe, Propel)

Food and Snack brands including: o Quaker Oats, Fritos, Lays, Walkers (UK), Doritos, Stacys, Sabra, and Sunchips

ReferencesMost 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 teams 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-interactive-

vending-machine10082012759 www.nytimes.com/2014/05/16/business/pepsi-challenges-coke-in-the-race-to-design-a-more-

tappable-soda-fountain.html www.pepsico.com/live/story/pepsico-turkey-launches-mobile-phone-technology-for-vending-

machines12142011292 www.pepsico.com/live/story/trade-a-facebook-like-for-a-pepsi-with-new-vending-machine-in-

belgium06032013996 http://shar.es/1fNkh2 http://fansided.com/2014/05/15/pepsi-new-interactive-soccer-video-game-vending-machine/