2. 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
3. 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.
4. Contd….
By 2003, Coca-Cola generated more than 70% of
its income outside the United States.
Interbrand’s Global 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.
5. 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.
6. 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.
7. 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.
8. MNC ARROGANCE…..
• 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 Aam Panna, Jal-Jeera.
9. 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.
11. 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.
12. 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……
13. SUMMARY
Globalization
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.
