By operating as one company, we unleash the Power of One, which gives us critical competitive advantages.
The Power of One begins with our unique ability to connect with consumers. In the U.S., about 50 percent of the time, when people buy a salty snack they also buy a refreshment beverage, so we can capitalize on the leading positions of our iconic brands in both categories to drive the purchase of our snacks and beverages together. As we grow globally, this idea is more powerful than ever. In 2012, we intend to improve our country positions through a decided focus on cross-category promotions and co-merchandising initiatives.
The Power of One extends to areas throughout the value chain. By harnessing the full potential of our global scale, we aim to double our productivity in the next few years vs. 2011. To increase efficiencies and speed across the system while reducing costs, we are developing common global processes in product development, supply chain, operations and global procurement. A Power of One approach also is enabling efficiencies in other areas, including sales, finance and IT.