Introduction • History of Coke • The early days • International expansion • Worlds most powerful brand • Coke in India • Marketing cola in India-rural&urban • Think local,act local-Douglas Daft • India A-life ho to aisi • India B-Thanda Matlab Coca Cola • Rural Success • Corporate social responsibility
Coke Crises • Ingram-atlanta federal court-African american community-1999 • Belgium-School children become ill-PR campaign-1999 • Kinley bottled water-CSE-PML-15 times more than stipulated level- remained silent and buzz went away • Corporate communications • NGO Activism-Greenpeace • Centre for Science and Enviornment-Sumita Narain-1980 ( To catalize the growth of Public awareness on vital Issues in science,technology,enviornment and development )
CSE Report • February 2003 report-bottled water • August 2003 report-soft drinks • Residues of Lindane,DDT,Malathion,Chloropyrifos, Toxic pesticides and insecticides • Averaged 0.0150 mg/l-30% higher than EEC limit • US and India-differences in quality • Regulations of soft drinks were weak in India • The Impact of report on Indian Society-credibility-loosing customers
The Coco-Cola strategy • Sanjeev Gupta • Initial response-Coke Pepsi Press conference • Promise to provide laboratary data public • Threatned legal action against CSE • Assistance of US embassy • Aamir Khan Advertisment • Indian public-short attention span • Opportunity to display Higher standards of social responsibility • The marketing-branding-Goodwill
SWOT WEAKNESS STRENGTHS • CSE Report• Financial back up • Controlling the Indian mindset• Strong Markrting Campaign • Sales• Corporate communication • Growth strategies OPPORTUNITIES THREATS • To display higher standards • Pepsi • To ensure Quality • Drinking water • To differentiate • Change in customer mindset • To clarify and clear doubts • Projection as a US Company • Spreading of Myths
Suggestions • Proactive strategies and communication to deal with NGOs • Public testing campaigns. • Involving the international personalities
Conclusion The importace of stress handlig. The importance of backup plans. The importance of understading the locality of operation. The importance of managing TRUST. The importance of foreseeing. The importance of Ensuring Quality. Know your PRODUCT,use your Product Importance of Food and beverages act in India. Importance of Government quality assurance.