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