Coca Cola –mistakes and learning<br />SwastiSubhasweta<br />AbhishekMaloo<br />SouravSinha<br />
AGENDA<br />Coca Cola in International market.<br />India and its Culture.<br />Coke from scratch.<br />Re-booted its operation.<br />MNC Arrogance.<br />Coke Vs Local Brands.<br />Gradual Improvements<br />
Coca Cola in International market<br />Coca-Cola was created in 1886 by John Pemberton, a pharmacist in Atlanta, Georgia.<br />The formula changed hands three more times before Asa D. Candler added carbonation.<br />Coca-Cola was registered as a trademark in 1887 and by 1895, was being sold in every state and territory in the United States.<br />
Contd….<br />By 2003, Coca-Cola generated more than 70% of its income outside the United States.<br />Interbrand’sGlobal Brand Scorecard for 2003 ranked Coca-Cola the #1 Brand in the World and estimated its brand value at $70.45 billion.<br /><ul><li>Operates in more than 200 countries and market more than 3,000 beverage products.</li></li></ul><li>India and Its culture.<br />India’s one billion people, growing middle class, and low per capita consumption of soft drink.<br />Ten percent of the India’s population lived in urban areas and drank ten bottles of soda per year.<br />Coke launched a smaller bottle priced at almost 50% of the traditional package.<br />
Coke from scratch ….<br />Coca cola was the 1st International Soft drinks Brand to enter India in early 1970’s.<br />In 1977, Government forced Coca Cola to reveal its secret formula and reduce its equity stake under the FERA.<br />Soft drink sales in India grew 76% between 1998 and 2002.<br />
Re-booted its Operation<br />Liberalization Policy.<br />1993 Coca-Cola returned back to India.<br />By the end of 1993, a deal that gave Coca Cola, ownership of the nation’s top soft drink brand and bottling network.<br />With the acquisition of major brands in India it went on to be known as The Hindustan coca cola Beverages PVT LTD.<br />
MNC ARROGANCE…..<br /><ul><li>Coca cola acquired most of the local Indian Brands including Thumbs-Up, Limca, Maaza , Citra and Gold-Spot.
As a result it ranked 42 in the Brand Equity Most Trusted Brands listing, much lower than Thums Up’s 34th rank.
Promoting Local drinks like AamPanna, Jal-Jeera.</li></li></ul><li>Coke Vs Local Brands<br />Coke’s acquisition of local popular Indian brands including Thums Up, Limca, Maaza, Citra and Gold Spot.<br />In 2000 & 2001 the company launched the Kinley water brand and Shock energy drink respectively.<br />The company has 3 business regions , and operates out of 22 locations across India.<br />
Coke with other products…<br />Coca-Cola & Indian Brands<br />
Gradual improvements<br />Encouraged by its 2002 performance, Coca-Cola India announced plans to double its capacity<br /> Coca-Cola India had won the prestigious Woodruf Cup<br />The complete manufacturing process had a documented quality control and assurance program including over 400 tests performed throughout the process.<br />
TOUCHING INDIAN HEARTS<br />“Life ho to aisi”<br />“Thanda Matlab Coca-Cola”<br /> ABOVE ARE SOME TAG LINES WHICH COCA COLA USED TO GRAB THE INDIAN MARKET AND TO ATTRACT PEOPLE IRRESPECTIVE OF THEIR INCOME……<br />