SIX PRINCIPLES FOR WEATHERING A CRISIS

The presentation that drew most comment at our Global Soft Drinks Congress in March was from PepsiCo Germany chief Oswald Barckhahn. He set out six guidelines for dealing with the current economic downturn.

1. Declare a crisis
2. Hold on to your key talent
3. Maintain gross margins
4. Preserve assets by stock and cash management
5. Invest in brands to drive market share growth
6. Develop government, trade and media communications.

For more information on this and other Congress presentations, please go to www.zenithinternational.com/events.