"White space marketing, in beverage or food categories that we are not presently in, is a leap into uncharted terri-tories -- navigating here requires a new compass," said Murpuri. "The rules are vague, the path is unclear. You have to think outside the box and challenge the status quo. The bottom line is that you are required to be a passionate entrepreneur."
Murpuri, who joined Pepsi in October 2002, has 14 years' experience in the FMCG category, having worked for Nestlé and another beverage company in India. She also has entrepreneurial experience following a stint at Franchise & Strategic Consultants in Singapore, where she guided retail brands seeking entry strategies into South Asia.
"It is a big responsibility (moving into a regional role), as it requires delivering a 'right to succeed' in new categories by building advantaged food and beverage solutions," she added.
Over the last two years, Murpuri brought a number of initiatives to the market and developed insights-based marketing strategy for Pepsi, delivering the strongest-ever KPIs in Malaysia.
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PepsiCo picks Murpuri for new Asia role
PepsiCo has named Apurvi Sheth Murpuri, director of marketing for Southeast Asia, to the newly-created role of director of marketing business development for the region, as part of its strategy to expand in the food and beverage category. Murpuri will lead the company's category and brand strategies for "white space opportunities" in her new role, which covers 22 countries.