“Washington is an incumbent protection machine. Technology is fundamentally disruptive.” – Eric Schmidt
“I ordered a soda – caffeine-free, low sodium, no artificial flavours. They brought me a glass of water.” – Robert E. Murray, Chief Executive Officer of Murray Energy Corporation, one of the largest independent operators of coal mines in the United States
“Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.” – Rob Siltanen, the creative genius behind the much celebrated commercial “To the Crazy Ones” that launched Apple’s Think Different campaign
When Mr. Warren Buffet decides to buy a stock it is a big deal. When he decides to sell a stock, however, it is a much, much bigger deal. We have just learnt that Mr. Buffet dumped most of his IBM’s shares during the fourth quarter last year. IBM is no ordinary company. It is a stalwart of the technology industry. It generates over sixty percent return on equity. Sixty per cent! Oh and by the way 2017 marks the twenty-fifth consecutive year of US patent leadership for IBM.
Unfortunately for IBM, invention does not always equal innovation. And it most certainly does not equal disruptive innovation.
IBM’s seemingly obsessive pursuit of patents, to us, is symptomatic of a zero-sum view of the world. That is, we think underlying IBM’s hunger for patents, is a convoluted assumption that by having a larger share of patents issued will somehow translate into them capturing an increasing share of the value generated by the technology sector. Value, however, is not finite. And technological progress is certainly not a zero-sum game.
A faltering technology company is not exactly news. Casualties in the technology sector are par for the course. IBM is not the first technology company to struggle and it is unlikely to be the last.
Disruption of long-standing and successful consumer staple businesses, however, is far more interesting. PepsiCo – the bluest of the blue chip consumer staple companies – is one company whose trajectory we are following with much intrigue especially after we outlined our bear case for household consumer brands last year.
When PepsiCo announced its USD 15 billion stock buyback plan, shortly after disclosing full year and fourth quarter 2017 earnings, our toes curled a little. PepsiCo is trading at 21x price to trailing earnings and 20x price to consensus 2018 earnings. Surely there are better ways to put the cash to work? It was only a few days prior to announcing the buyback plan that the company introduced Bubly, its new brand of sparkling water, which in and of itself is not a groundbreaking development but an encouraging sign of the company coming to terms with changing consumer preferences nonetheless. And it also signaled that the company was willing to invest in new markets.
The relatively small size of new or emerging markets is a well-documented hurdle for large companies. Investing in small markets just does not move the needle when it comes to meeting Wall Street’s quarterly earnings expectations; pursuing large-scale share buybacks does . Moreover, executives destined for the C-suite do not get there by slogging it out in risky, small-scale pursuits. As anyone who’s worked in an organisation of meaningful size will tell you, projects that do not have a strong sponsor get orphaned very quickly. The harsh reality, however, is that all great businesses start off small and it is therefore paramount that incumbents find ways to overcome their structural inability to enter small markets.
PepsiCo’s recent introduction of Bubly, while a relatively positive sign, is also yet another example of a large company playing catch-up due to their failure in either understanding or pursuing the potential of a small market. The company is entering the US sparkling water market only after LaCroix has proven that it is a big market and has established itself as a clear market leader.
An inability to timely enter high-growth potential markets is far from PepsiCo’s only challenge. The company is under attack on multiple fronts.
JAB, the investment vehicle backed by Germany’s Reimann family, bought Dr Pepper Snapple (DPS) for USD 19 billion last month. JAB plans to merge DPS with its coffee interests to create a giant distribution network to better compete against the likes of PepsiCo and Coca-Cola.
Consumer attitudes towards sugary sodas are also quickly shifting. Sugar is widely acknowledged as enemy number one when it comes to western dietary habits. We can see this PepsiCo’s soda sales in the US, which continue to decline despite a new marketing blitz to promote the company’s soft drink brands.
Investment Perspective
PepsiCo like other great consumer goods companies has leveraged its products’ strong brand identities in combination with far reaching distribution to make its products available to as many consumers as possible. Awareness and availability are perhaps the company’s widest and most effectively exploited moats. The company has proven to be a great investment for long-term, buy-and-hold type investors over the years.
The second-order effects of technological innovation, however, are such that we think the effectiveness of PepsiCo’s moats is eroding fast. People are watching far less television and spending less time reading newspapers and magazines. Instead, they are on YouTube, Facebook, Snap, or watching Netflix. Traditional mass media is great at creating awareness and shaping consumer preferences at a mass scale, which is exactly what consumer product companies needed to keep their their brands at the top of consumers’ minds. So much so that they came to monopolise advertising slots during peak programming. The sky-high prices paid for Superbowl half-time advertising slots just go to show the value of mass media to consumer products companies. It also demonstrative of the fact that traditional media advertising is deeply rooted in a zero-sum world.
The major strength of social media and digital advertising platforms, in contrast to traditional media, is targeting niche consumer groups based on precisely defined criterion. Such platforms are far better suited to products that have very high levels of appeal to a niche group – making them ill-suited as advertising platforms for large consumer product companies. The increasing popularity of social media and other non-traditional forms of media, in our opinion, will result in the increasing awareness of niche brands relative to the awareness of mass consumer brands. We see this as a secular trend that will have a profoundly disruptive impact on incumbent consumer product businesses like PepsiCo.
We do not, however, expect the incumbents to go down without a fight. Unfortunately, the following quotes from senior executives of PepsiCo suggest that, while they do realise they are in a fight, they are still stuck in a zero-sum world and do not yet understand the new rules of engagement:
“We have patents on the design, the cutter, the mouth experience. This is multiple layers of IP.” – Dr. Mehmood Khan, Vice Chairman and Chief Scientific Officer of PepsiCo
“The consumer has turned the definition [of healthy] upside down. If it is non-GMO, natural, or organic, but high in sodium and high in sugar and fat, it’s okay.” – Indra Nooyi, Chairwoman and Chief Executive Officer of PepsiCo
Active management, we think, is as much about avoiding losers as it is about picking winners. We think PepsiCo and other businesses like it are squarely in the loser camp.
This post should not be considered as investment advice or a recommendation to purchase any particular security, strategy or investment product. References to specific securities and issuers are not intended to be, and should not be interpreted as, recommendations to purchase or sell such securities. Information contained herein has been obtained from sources believed to be reliable, but not guaranteed.

Source: Bloomberg
Source: Bloomberg
Source: Bloomberg
Source: Bloomberg
Source: Bloomberg
Source: Bloomberg
Sources: German Federal Statistical Office, Bloomberg
Sources: ISTAT, Bloomberg
Source: Bloomberg
Source: Bloomberg
Source: Bloomberg
Source: Bloomberg
Source: Bloomberg
Source: Bloomberg
Source: European Central Bank
Source: Bloomberg
Source: Bloomberg
Source: Bloomberg
Source: United States Department of Agriculture
Source: United States Department of Agriculture
Source: United States Department of Agriculture
Source: United States Department of Agriculture
Source: United States Department of Agriculture
Sources: United States Department of Agriculture, Bloomberg
Sources: United States Department of Agriculture, Bloomberg
Source: Bloomberg
Source: Bloomberg
Source: Bloomberg
Source: Government of India Department of Fertilisers
Source: Bloomberg
Source: Bureau of Labor Statistics







Sources: Ministry of Economy Trade and Industry, Bloomberg
