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TRANSCRIPT
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CONTENTS
1. Acknowledgement 5
2. Preface 63. Introduction 7
(a) History of Coca-Cola
(b) Around the world
(c) Various brands of Coca-Cola Company
(d) Products and packaging MYTHS and RUMORS
(e) Mission Coca Cola India
(f) Faboulas facts about Coca-Cola
(g) Slogan
(h) Going Global Coca-Cola dominated,
4. A Brief profile of Flavoured & Pack. 53
5. Objective 57
6. Research Methodology 58
(a) Method of marking research
(b) Research decision
(c) Method of data collection
(d) Sampling plan
7. Limitations 68
8. Analysis & Design 69
9. Finding 83
10. Conclusion 84
11. Bibliography 91
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INTRODUCTION
HISTORY OF COCA-COLA
BIRTH OF A REFRESHING IDEA
John Stryth pemberton first introduced the refreshing coke taste of Coca
cola in Atlanta Georgia. It way may of 1886 when the pharmacist concocted
a caramel colored syrup in a three legged brass kettle in this backyard. The
first distribute the new product by carrying Coca Cola in a Jud down the
sstrect to Jacobs Pharmacy for five cenls consumers could enjoy & glass
of Coca Cola at the soda function whether we design or accident
carbonated water way termed with new syrup, producing a drink, that was
proclaimed Delicious and refreshing.
Dr. pembertons partner and bookkeeper frank M. Robinson, Suggested the
name and penned Coca Cola in unique following script that is famous worldwide
today.Mr. Robinsan thought the two Cs would look well in advertising.
By 1886, sales of Coca Cola averaged nine drinks per day. That first year, Dr.
Pemberton sold 25 gallons of syrup, shipped in bright red wooden kgs .red has
been a distinctive color associated with the No.1 soft drink brand ever since. For
this effort, Dr. Pemberton grossed $50 and spent $73.96 on advertising.
In 1891, Atlanta entrepreneur. As g. candler had acquired complete owner ship
of the Coca cola business within for his merchandising flair helped expand
consumption of Coca cola to every state and territory. In 1919, the coca cola way
sold to a group investors for $25million, Robert W.Woodrup become president ofthe Coca cola Company in 1923, and his more than six decades of leadership
took the business to unrivaled height of commercial success making coca Cola in
institution the world over.
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COCA-COLA FIRST BOTTLED
Coca Cola began as a ferntevin product but candy merchant jusepth A.
Biedentrnn of Mississippi was looking for a way to serve this resrashing beverage
at picnics. Tiebegan offering bottled Coca Cola, using syrup shipped from
Atlanta, during an especially, busy summer in 1894.
In 1899, large scale bottling become possible when as concluder granted
exclusive bottling rights to Joseph B. whiter head and Benjamin F. Thomas of
Chattanooga, Jenacessec. The contract market the beginning of the Coca cola
Companys unique intendment bottling system that remains the formdation of the
company soft drink operations.
Back then, sods a bottle were all very similar and Coca-Cola has many imitators,
which consumers would be unable to identify until they took a sip.
The answer way to create a distinct bottle for Coca Cola. As a result the genuine
Coca Cola bottle with the contour shape now known the world way developed in
1915 by the red Glass Company.
THE BOTTLING SYSTEM
The day Coca Cola reach consumers and customer around the world through a
vast distribution network made up of local bottling companies. These bottlers are
located around the world, and most are independent business. Using
concentrates and beverages bases produced by the Coca Cola company, our
bottling partners package and market products, distribute them to more than &
million customer and more than 2 million vending machines around the world.
The Coca Cola Company is committed to assisting its bottlers with the function of
an efficient bottling operation. Quality contract, ministered constantly by the
company is necessary to produce high quality soft drinks.
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TRADE MARKS.
A trademark or trade mark or trade-mark is a distinctive sign or indicator used by
an individual, business organization, or other legal entity to identify that the
products or services to consumers with which the trademark appears originate
from a unique source, and to distinguish its products or services from those of
other entities.
Our trademarks are our most valuable assets. The trademark Coca-Cola was
registered with the U.S. patent and trademark office in 1893, followed by Coke
in 1945 the unique contour bottle, familiar to consumers every when, way
granted registration is a trademark by the U.S. patent and trademark office in
1977, in honor a warded to few other packages. In 1982, the Coca Cola
company introduced diet Coke is U.S. consumer marking the first extension of
me companys most precious trademark to another product later years saw the
introduction DP additional products bearing the Coca Cola name which now
emcon passes a powerful line of six Coal products.
Today, the worlds favorite soft drink Coca Cola the world best known and most
admired trademark; recognized by more than 90 percent of the world population.
PRODUCT ADVANCEMENT
In 1985, a new Cola emerged from laboratory research. Through internal
evaluation and thousand by blind taste tests, consumer said they preferred it
over both Coca Cola and its primary competition. As a result. In April 1985, the
company proudly introduced the new taster of coke the first change in the
secrete formula since my product way created in 1886.
The launch of Coke with the new taste took place in the United State and
Canada.
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Consumer respected with an unprecedented and new famous out pouring of
loyalty and offering for me original formula of Coca-cola returned & Coca-Cola
classic. In 1986, Coca-Cola classic became and still remains, the nations top-
selling soft drink.
AROUND THE WORLD
Although Coca-Cola was first created in the United States; it quickly
became popular wherever it went. Our first international bottling plants
opened in 1906 in Canada, Cuba and Panama, soon followed by many
more. Today, we produce more than 300 brands in over 200 countries. More
than 70 percent of our income comes from outside the U.S., but the real
reason we are a truly global company is that our products meet the varied
taste preferences of consumers everywhere
OUR PARTNERS
The Coca-Cola Company works with a wide variety of organizations
to support health, fitness and good nutrition. Visit these sites for more
information about positions, programs and activities.
The Coalition for a Healthy and Active America (CHAA) CHAA was
formed in 2003 by concerned organizations and national leaders to educate
parents, children, schools, and communities about the critical roles physical
activity and nutrition education play in reversing the alarming trends of childhood
obesity. As a non-profit national grassroots coalition, CHAA is a vigorous
advocate for developing healthy and active lifestyles for America's youth.
CHAA is committed to working with schools to rededicate time for physical
fitness; giving parents the freedom to help their children make their own
nutritional choices; building school-business model relationships that benefit our
families by supporting healthy and active lifestyles; and finding solutions to
childhood obesity that are both responsible and realistic
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American Council for Fitness and Nutrition The American Council for
Fitness and Nutrition (ACFN) is a group of food, beverage and consumer
products companies, not-for-profit organizations and trade associations
working together to improve the health of all Americans, particularly youth,
by encouraging a healthy balance between fitness and nutrition. The
cornerstone of all ACFN initiatives is the idea that lasting solutions to the nation's
obesity problem must be based on sound science and behavioural research.
Such policies are likely to help parents and their children develop eating and
exercise habits that lead to a healthier life.
Grocery Manufacturers of America the Grocery Manufacturers of
America (GMA) represents the food, beverage and consumer products
industry on key issues that affect the ability of brand manufacturers to
market their products profitably and deliver superior value to the
consumer.
International Food Information Council (IFIC) Foundation the IFIC
Foundation is a public education foundation disseminating sound, science-
based information on food safety, nutrition and health.
International Life Sciences Institute Founded in 1978, the
International Life Sciences Institute (ILSI) is a nonprofit, worldwide
foundation that seeks to improve the well-being of the general public
through the pursuit of balanced science. Its goal is to further the
understanding of scientific issues relating to nutrition, food safety,
toxicology, risk assessment, and the environment by bringing together
scientists from academia, government, and industry.
Kidnetic.com
Kidnetic.com is a fun, interactive Web site that emphasizes healthy living
achieved through a balance of physical activity and responsible eating
habits. The Web site gives young people and their parents the tools and ideas to
help change habits and plant the seeds for healthier families tomorrow.
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Kidnetic.com is a program of the International Food Information Council (IFIC)
Foundation.
National Association for Sport and Physical Education association for Sport and
Physical Education seek to enhance knowledge and professional practice in
sport and physical activity through scientific study and dissemination of research-
based and experiential knowledge to members and the public.
National Soft Drink Association the National Soft Drink Association (NSDA) is the
trade association for America's soft drink industry, serving the pub.
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VARIOUS BRANDS OF COCA-COLA COMPANY
A
A&W * Ades Alive Almdudler
Ambasa American Andifrut Andina Nectar
Aqua Aquactive Aquana Aquarius
Aqvaris Arwa Aybal
B
Bacardi Mixers Barq's Beat Belte
Beverly Bibo Bimbo Bimbo Break
Bistrone Bjare BlackFire Bom Bit Maesil
Bonaqua/Qa BPM Bright And Early Burn
Buzz
C
caffeine free Coca-
Cola
caffeine free Coke
light/diet CokeCal King Calypso
Canada Dry * Canning's Cappy Caprice
Carvers Chafresco Chaho Charrua
Cheers Cherry Coke Chinotto Chinotto Light
Chippewa Chivalry Ciel Citra
Coke II Coca-Cola Cocoteen Cresta *
Cristal Crush * Crystal Cumberland Gap
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D
Dannon * Dasani Water Delaware Punch DESCA
diet A&W * diet Almdudler
Diet Andina
Nectar/Andina
Nectarlt
diet Barq's
diet Canada Dry * diet Charrua diet Cherry CokedietCoke/Coca-
Cola light
Diet Coke/Coca-
Cola light with lemondiet Crush * diet Dr Pepper * diet Fanta
diet Inca Kola diet Kia Ora * diet Krest diet Lift
diet Lilt diet Mello Yello
diet Minute Maid Soft
Drink diet Mr Pibb
diet Nestea Cool
diet
Nestea/Nestea
Light
diet Oasis * diet Schweppes *
diet Sprite/Sprite
Lightdiet Squirt * diet Tai diet Vanilla Coke
Disney Hundred
Acre Wood
Disney Extreme
Coolers
Dorna Dr Pepper *
Drim
E
Eight OclockEight Oclock
Fountain
Eight Oclock Litro
PackEmblem
Eva Evian *
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F
Fanta Finley Fioravanti Five Alive
Fontana Fraser & Neave Freezits Fresca
Frescolita Freskyta Frestea Frisco
Frugos Fruit Labo Fruit Tree Fruitia
Fruitopia Fruitopia Tea Fruktime Frutina
Frutonic Funchum
G
Georgia Georgia Club Georgia Gold Gini *
Gira Gold Spot Grand Blue Grapette
Guarana Jesus
H
H2OK Hanul Yeon Cha Hawai Hi Spot *
Hi-C Hit Horizon Huang
I
Ice Cold Mix Ice Dew Ice Mountain Inca Kola
Itu Izvorul Alb
J
Jaz Cola Jet Tonic Jinmeile Jolly Juice
Joy Jurassic Well
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K
Kapo Axion KapoKapo Super
PowerKia Ora *
Kilimanjaro Kin Kin Light Kinley
KMX Kochakaden Koumi Soukai Krest
Kuat Kuat Light Kuli
L
Leafs Lift Lilt Limca
Limonade Linnuse Love Body
M
Maaza Mad River Magnolia Magnolia Funchum
Magnolia Zip Manzana Mia Marocha Master Chill
Master Pour Mazoe Meijin Mello
Mello Yello Mer Mezzo Miami
Mickey Mouse Migoro-Nomigoro Milo Minaqua
Minute MaidMinute Maid Juice
To Go
Minute Maid Soft
DrinkMireille
Mr Pibb
N
Nagomi Nalu Namthip Water Natua
Nectarin Nescafe Nestea Nestea Cool
Nestle Nevada New VegitabetaNihon Alps Mori No
Mizudayori
Nordic Mist Northern Neck Nusta
O
Oasis * Odwalla OK Old Colony *P
Paani Parle Pepe Rico Pilskalna
Planet Java Play Pocket Dr Poiana Negri
Poms Ponkana Ponkana Litro Pop
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Pack
Portello POWERade POWERade Light Private Label
Pulp Pump
Q
Qoo Quatro
R
Ramblin' Root
BeerReal Gold Red Flash Red Lion
Refresh Tea Rimzim Rio Ripe N Ready
Risco Riwa Roses * Royal Tru
S
Samantha Samurai Santiba Santolin
Sarsi Saryusaisai Schweppes * Seagrams *
Seasons Seiryusabo Seltz Sensation
Sensun Senzao Shock Simba
Simply Apple Simply Orange Slap Smart
Sokenbicha Solo * Sonfil Soonsoo
Sparkle SparlettaSparletta Iron
BrewSplash
Sport * Sports Plus Sprite Spur *
Squirt * Stoney Ginger Beer Sun Valley Sunfill
Sunkist * Supa Superkools Surge
T
Tab Tab Clear Tab X-Tra Tahitian Treat *
Tai Tasters Choice Tavern Tea World Collection
Thums Up Tian Yu Di Tiky * TopToppur Tropical Tuborg Turkuaz
Tutti *
U
Urge
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V
Vanilla Coke Vegitabeta VICA Vita
Vital Vital O Vitingo
W
Wannabe Water Salad Wink * Winnie the Pooh
Y
Yangguang Youki Yumi
Z
Zip
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PRODUCTS AND PACKAGING MYTHS & RUMORS
INGREDIENTS MYTHS & RUMORS
All our soft drinks are wholesome beverages manufactured in compliance with the
U.S. Federal Food Laws, the laws of all U.S. states, and the laws of nearly 200
countries throughout the world where our product share marketed.
Unfortunately, the incredible power of the Internet is sometimes used to spread
false information about the ingredients in our products. There are several baseless
rumours circulating on the Internet claiming that ingredients in our products can
cause health problems. We've gathered some of those rumours here so that you
can easily get the facts about these false claims.
Here are some rumours you may have seen or heard
The acidity of cola drinks is strong enough to dissolve teeth and bones.
Phosphoric acid in Coca-Cola leads to osteoporosis.
Aspartame, a sweetener in low calorie beverages, causes headaches, brain
tumours and other diseases.
Caffeine in soft drinks is addictive.
Saccharin causes cancer. Sugar in soft drinks makes people hyperactive.
Caramel colouring produces genetic effects and causes cancer.
The polyethylene glycol in soft drinks is also used as anti-freeze in
automobiles and as an oil solvent.
Some products of The Coca-Cola Company contain alcohol.
http://www2.coca-cola.com/contactus/myths_rumors/ingredients_antifreeze.htmlhttp://www2.coca-cola.com/contactus/myths_rumors/ingredients_antifreeze.htmlhttp://www2.coca-cola.com/contactus/myths_rumors/ingredients_antifreeze.htmlhttp://www2.coca-cola.com/contactus/myths_rumors/ingredients_nonalcoholic.htmlhttp://www2.coca-cola.com/contactus/myths_rumors/ingredients_nonalcoholic.htmlhttp://www2.coca-cola.com/contactus/myths_rumors/ingredients_antifreeze.htmlhttp://www2.coca-cola.com/contactus/myths_rumors/ingredients_antifreeze.html -
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YOUR HEALTH AND OUR BEVERAGES
There is growing confusion about what constitutes a healthy diet. With so much
conflicting information available about health and nutrition, it can be very difficult
to determine what is accurate and what is not.
The truth is that soft drinks and other beverages have a place in a healthy
lifestyle. A healthy diet incorporates the basic principles of variety, balance andmoderation without sacrificing enjoyment.
HEALTH AND OUR BEVERAGES -- THE FACTS
Facts on Diabetes and Soft Drinks
Soft drinks do not contribute to diabetes.
Children who are obese have a greater risk of type 2 diabetes but this
is not related to the sugar content in soda
Facts on Aspartame and Soft Drinks
Key Fact
Aspartame is a safe low-calorie sweetener, approved by more than 90
nations and scores of health organizations, that has never been linked to
any health risks.
Facts on Healthy Bones and Soft Drinks
Key Fact
The caffeine and phosphoric acid in soft drinks does not affect bone
health.
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Facts on Hyperactivity and Soft Drinks
Key Fact
The sugar in soft drinks does not cause children to be hyperactive.
Facts on Milk Consumption and Soft Drinks
Key Fact
The consumption of soft drinks has not affected calcium consumption.
Facts on Sedentary Lifestyle and Obesity
Key Facts
Rising obesity rates are due in large part to sedentary lifestyles and lack of
physical activity.
Soft drinks can be part of an active lifestyle
Facts on Sugar and Soft Drinks
Key Facts
Sugar consumption has not been shown to cause obesity.
There are no nutritional differences between sugars and the body uses
them all the same way.
The amount of sugar and calories in soft drinks is about the same as
many fruit juices
Facts on Caffeine and Soft Drinks
Key Facts
Soft drinks containing caffeine are not addictive.
Caffeine has no negative impact on hydration or bone health.
There is no connection between cardiovascular disease and caffeine
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HISTORY OF BOTTLING
Coca-Cola originated as a soda fountain beverage in 1886 selling for five
cents a glass. Early growth was Impressive, but it was only when a strong
bottling system developed that Coca-Cola became the world-famous brand it
is today.
1894 A modest start for a bold idea In a candy store in Vicksburg,
Mississippi, brisk sales of the new fountain beverage called Coca-Cola
impressed the store's owner, Joseph A. Biedenharn. He began bottling
Coca-Cola to sell, using a common glass bottle called a Hutchinson.
Biedenharn sent a case to Asa Griggs Candler, who owned the Company.
Candler thanked him but took no action. One of his nephews already had
urged that Coca-Cola be bottled, but Candler focused on fountain sales
1899 The first bottling agreement
Two young attorneys from Chattanooga, Tennessee believed they could build a
business around bottling Coca-Cola. In a meeting with Candler, Benjamin F.
Thomas and Joseph B. Whitehead obtained exclusive rights to bottle Coca-Cola
across most of the United States -- for the sum of one dollar. A third Chattanooga
lawyer, John T. Lupton, soon joined their venture.
1900-1909 Rapid growth
The three pioneer bottlers divided the country into territories and sold bottling
rights to local entrepreneurs. Their efforts were boosted by major progress in
bottling technology, which improved efficiency and product quality. By 1909,
nearly 400 Coca-Cola bottling plants were operating, most of them family-owned
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businesses. Some were open only during hot-weather months when demand
was high
1916 Birth ofthe Contour Bottle
Bottlers worried that Coca-Cola's straight-sided
bottle was easily confused with imitators. A
group representing the Company and bottlers
asked glass manufacturers to offer ideas for a distinctive bottle. A design from
the Root Glass Company of Terre Haute, Indiana won enthusiastic approval. The
Contour Bottle became one of the few packages ever granted trademark status
by the U.S. Patent Office. Today, it's one of the most recognized icons in the
world - even in the dark!
1920s Bottling overtakes fountain sales
As the 1920s dawned, more than 1,000 Coca-Cola bottlers were operating in the
U.S. Their ideas and zeal fueled steady growth. Six-bottle cartons were a huge
hit starting in 1923. A few years later, open-top metal coolers became the
forerunners of automated vending machines. By the end of the 1920s, bottle
sales of Coca-Cola exceeded fountain sales
1920s and '30s International expansion
Led by Robert W. Woodruff, chief executive officer and chairman of the Board,
the Company began a major push to establish bottling operations outside the
U.S. Plants were opened in France, Guatemala, Honduras, Mexico, Belgium,
Italy and South Africa. By the time World War II began, Coca-Cola was being
bottled in 44 countries
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1940s Post-war growth
During the war, 64 bottling plants were set up around the world to supply the
troops. This followed an urgent request for bottling equipment and materials from
General Eisenhower's base in North Africa. Many of these war-time plants were
later converted to civilian use, permanently enlarging the bottling system and
accelerating the growth of the Company's worldwide business.
1950s Packaging innovations
For the first time, consumers had choices of Coca-Cola package size and type-
the traditional 6.5 ounce Contour Bottle, or larger servings including 10-, 12- and
26-ounce versions. Cans were also introduced, becoming generally available in
1960.
1960s New brands introduced
Sprite, Fanta, Fresca and TAB joined brand Coca-Cola in the 1960s. Mr.
Pibb and Mello Yello were added in the 1970s. The 1980s brought diet
Coke and Cherry Coke, followed by PowerAde and Fruitopia in the 1990s.
Today scores of other brands are offered to meet consumer preferences in local
markets around the world
1970s and '80s Consolidation to serve customers
As technology led to a global economy, retail customers of The Coca-Cola
Company merged and evolved into international mega-chains. Such customers
required a new approach. In response, many small and medium-size bottlers
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consolidated to better serve giant international customers. The Company
encouraged and invested in a number of bottler consolidations to assure that its
largest bottling partners would have capacity to lead the system in working with
global retailers
1990s New and growing markets
Political and economic changes opened vast markets that were closed or
underdeveloped for decades. After the fall of the Berlin Wall, the Company
invested heavily to build plants in Eastern Europe. As the century closed, more
than $1.5 billion was committed to new bottling facilities in Africa.
21st Century Think local, act local
The Coca-Cola bottling system grew up with roots deeply planted in local
communities. This heritage serves the Company well today as consumers seek
brands that honour local identity and the distinctiveness of local markets. As was
true a century ago, strong locally based relationships between Coca-Cola
bottlers, customers and communities are the foundation on which the entire
business grows
BOTTLING TODAY
Think local, act local
From the world's largest cities to its most remote villages, our bottling system
is made up of locally rooted enterprises committed to quality. The Coca-Cola
Company bottling partners are always local businesses, exerting a strong
influence on economic development and actively participating in community
life through local events and philanthropic activities.
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Bottlers and Customers
Bottlers are a critical local link. They sell our brands to businesses and
institutions, retail chains, supermarkets, restaurants, small neighbourhood
grocers, sports and entertainment venues, schools and colleges, among others.
These customers, in turn, are where you go when you want a Coke or one of
our other brands.
For each of our customers, providing the right mix of Company products and
packages at the right price is the foundation of mutual success. Local consumer
tastes determine the brands and package types a particular customer wants us
to supply. Bottlers in many countries offer tours of their facilities to schoolchildren
and adult groups. Contact the local bottler in your region for more information on
tours and other activities that our bottlers sponsor.
A Revolution in Plastics Recycling
If you ask Peter Anderson, project director of the Plastic Redesign Project (PRP),
The Coca-Cola Company has spurred a revolution in the economics of plastics
recycling, with its decision three years ago to establish a public goal for using
recycled content in PET (Polyethylene Terephthalate) bottles.
The company made the ground-breaking commitment in 2000 to use 10%
recycled content in its plastic bottles by 2005, culminating its years-long work to
help commercialize recycling PET bottles from curb side programs into new
bottles.
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In February 2003, The Coca-Cola Company received an award from the PRP,
as it reached a milestone in that commitment, with 10% recycled content in 80%
of its bottles. During the ceremony, Anderson expressed the industry's gratitude
to the company's commitment, "We cannot begin to tell you how much we
appreciate your bold decision to step up to the plate, following on your decade-
long dedication to technology development with a public commitment."
The PRP is a coalition of local and state recycling officials. It works constructively
with packagers to improve the economics of plastics recycling by designing
plastic bottles for recyclability and by increasing the use of recycled content in
plastic bottles.
According to Anderson, the PET recycling system had struggled financially for
years. Because of the size and influence of The Coca-Cola Company, their 2000
commitment jolted the market and initiated an overall improvement to the
industry. He revealed that the company can claim responsibility for increasing the
demand for recycled PET, expanding the size of the RPET (recycled PET) bottle
market, creating a standard for other beverage companies to follow that should
eventually double the impact, and helping to develop technological innovation
that is anticipated to bring down the cost of upgrading technologies, making it
less expensive to use recycled PET.
The PRP and The Coca-Cola Company also plan to work together to encourage
bottle designs that consider their impacts on recycling, in an effort to protect the
valuable new end markets for recycled PET that the company's commitment has
created.
Receiving the award for outstanding corporate responsibility on behalf of The
Coca-Cola Company were Scott Vitters, Environmental Manager, and Jeffrey
Hansen, Packaging Recycling System Manager.
Vitters explained that the Coca-Cola system has worked diligently over the past
decade to develop sustainable recycling technologies. "We appreciate the
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recognition for these efforts and look forward to continuing to drive new
innovation. The company continues ahead of schedule to meeting its 2005 goal.
WORKPLACE CULTURE
With the same spirited investment as the world's premier marketer and beverage
industry leader for more than 116 years, we are focused on strategic workplace
programs that help assure the success of our commitment to embracing the
similarities and differences of people, cultures and ideas.
Cultural Sensations - This employee awareness program takes diversity
beyond representation and provides employees an opportunity to learn about
different cultures and regions of the world in which we do business. Our Cultural
Sensations program is designed to foster dialogue about the similarities and
differences of people, cultures and ideas through the use of art, music, dance,
food and special events.
Diversity Advisory Council - The Companys corporate Diversity Advisory
Council consists of a representative group of employees from all levels, functions
and business units of the organization. The Council develops recommendations
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for senior management on advancing the company's efforts towards achieving
our diversity objectives.
Employee Forums - We believe that a sense of community enhances our ability
to attract, retain, and develop diverse talent and ideas as a source of competitive
business advantage. In the United States, through employee forums, employees
can connect with colleagues who share similar interests and backgrounds. In
those forums and elsewhere, employees support each other's personal and
professional growth and enhance their individual and collective ability to
contribute to the company. Forums that are currently active include:
WORKPLACE POLICIES
Within every large organization, there are always governing rules, and our
company is no exception. The Coca-Cola Company and its subsidiaries maintain
a long-standing commitment to equal opportunity, affirmative action and valuing
the diversity of our employees. In order to foster an environment that is
productive, healthy, safe, and successful for all of our employees, our company
has policies to help guide the behaviour that shape our work environment.
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Code of Business Conduct
Our Code of Business Conduct (English Translation) serves to guide the actions
of our employees, officers and directors in ways that are consistent with our core
values: honesty; integrity; diversity; quality; respect; responsibility; and,
accountability. The Code helps our people play by the rules wherever we operate
around the world. And, we have well-defined procedures for times when
concerns arise, in The Code of Business Conduct Procedural Guidelines (English
Translation).
Equal Opportunity
The Coca-Cola Company values all employees and the contributions they make.
Consistent with this value, the company reaffirms its long-standing commitment
to equal opportunity and affirmative action in employment, which are integral
parts of our corporate environment. The company strives to create a work
environment free of discrimination and physical or verbal harassment with
respect to race, gender, colour, national origin, religion, age, disability, sexual
orientation, or veteran status. We will make reasonable accommodations in the
employment of qualified individuals with disabilities, for religious beliefs, and
whenever else appropriate
The company maintains equal employment opportunity functions to ensure
adherence to all laws and regulations, and to company policy in the areas of
equal employment opportunity and affirmative action. All managers are expected
to implement and enforce the company policy of non-discrimination, equal
employment opportunity, and affirmative action, as well as to prevent acts of
harassment within their assigned area of responsibility. Further, it is a part of
every individual's responsibility to maintain a work environment that reflects the
spirit of equal opportunity and prohibits harassment.
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Individuals with Disabilities, Disabled Veterans and Veterans of the
Vietnam Era
The Coca-Cola Company has a long-standing commitment to take affirmative
action to employ and advance the employment of qualified individuals with
disabilities, disabled veterans, and veterans of the Vietnam Era. As part of these
efforts, we periodically invite disabled individuals, disabled veterans, veterans of
the Vietnam Era, and other covered veterans to identify themselves as such, if
they have not already done so, by advising their Human Resources
representatives.
The information provided by an employee is voluntary, and will be handled
confidentially. However, if it's necessary to assist an employee in performing job
responsibilities, appropriate managers may be informed regarding any
restrictions on work, necessary accommodations, or conditions that might require
emergency treatment
THE COCA-COLA PROMISE
The Coca-Cola Company exists to benefit and refresh every one it touches.
The basic proposition of our business is simple, solid and timeless. When we
bring refreshment, value, joy and fun to our stakeholders, then we successfully
nurture and protect our brands, particularly Coca-Cola. That is the key to fulfilling
our ultimate obligation to provide consistently attractive returns to the owner so
four business.
MARKETPLACE
http://www2.coca-cola.com/ourcompany/theactions.htmlhttp://www2.coca-cola.com/ourcompany/enduringstory.htmlhttp://www2.coca-cola.com/ourcompany/people_promise.htmlhttp://www2.coca-cola.com/ourcompany/theactions.htmlhttp://www2.coca-cola.com/ourcompany/enduringstory.htmlhttp://www2.coca-cola.com/ourcompany/people_promise.htmlhttp://www2.coca-cola.com/ourcompany/theactions.htmlhttp://www2.coca-cola.com/ourcompany/enduringstory.htmlhttp://www2.coca-cola.com/ourcompany/people_promise.html -
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More than a billion times every day, thirsty people around the world reach for
Coca-Cola products for refreshment. They deserve the highest qualityevery
time. Our promise to deliver that quality is the most important promise we make.
And it involves a worldwide, yet distinctively local, network of bottling partners,
suppliers, distributors and retailers whose success is paramount to our own. Our
investment in local communities in over 200 countries totals billions of dollars in
jobs, facilities, and marketing, the purchase of local goods and services, and
local business partnerships. Always and everywhere, we pursue continuous
innovation in the products we offer, the processes we use to make them, the
packages we develop and the ways we bring them to market.
WORKPLACE
The Coca-Cola system is one of the most diverse organizations on earth, with a
rich mosaic of talented colleagues who bring a variety of intellectual,
professional, ethnic and cultural perspectives to our enterprise. They reflect the
nations, cultures and languages of the world.
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Our policy is to foster an inclusive environment that encourages all employees
to develop and perform to their fullest potential.
Our workplace must be a place where everyone's ideas and contributions are
valued. Our employees deserve equal treatment under our policies governing
compensation, advancement, health, safety and other aspects of workplace life.
We understand that fairness in the workplace, coupled with the opportunity to
develop individual capabilities, fosters our collective success.
ENVIRONMENT
Responsible stewardship of the environment is a top priority for The Coca-Cola
Company. By preserving and enhancing our natural world, we brighten the future
for our planet and for each other. We put this principle into practice through The
Coca-Cola Environmental Management System, known as ecosystem. We
operate our business as stewards of the environment, with a commitment to
continually move our business toward sustainability: striving to consume fewer
natural resources, and to recover and reuse resources more extensively. Our
commitment to protect the environment extends throughout our organization,
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involving officers, managers and employees at all levels. We are accountable for
our actions, conducting assessments of our environmental performance and
taking action toward continuous improvement in all that we do.
COMMUNITY
Society advances on the strength of community: people sharing their ideas and
resources to reach common goals. We seek to strengthen local communities
worldwide through our support for education, through partnerships with other
organizations and through acts of citizenship by the people of Coca-Cola.
We support education because of its power to expand opportunities for
individuals and increase understanding between cultures. We partner with
national and international organizations to alleviate economic disadvantage and
help improve the quality of life in local communities. Together with our local
bottling partners, we strengthen communities by giving with our hands and our
hearts, as partners in the promise of a better life.
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DIVERSITY AT WORK
Our people to develop to their fullest potential.
The heart and soul of our enterprise has always been our people. Over the past
century, Coca-Cola people have led our successes by living and working with a
consistent set of values. While the world and our business will continue to
change rapidly, respecting these values will continue to be essential to our long-
term success.
As we have expanded over the decades, our company has benefited from the
various cultural insights and perspectives of the societies in which we do
business. Much of our future success will depend on our ability to develop a
worldwide team that is rich in its diversity of people, cultures and ideas.
We are determined to have a diverse culture, from top to bottom, that benefit
from the perspectives of each individual.
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COMMUNITY SUPPORT
Success alone isn't what makes us a trusted neighbor and a welcomed friend in
communities where we sell our products. We earn that place only by being
involved, concerned and committed citizens."
Douglas N. Daft, Chairman, Board of Directors and Chief Executive Officer
At The Coca-Cola Company, we constantly strive to be the best neighbor
possible by strengthening our communitiesthose places our employees,
customers and consumers call home.
In the nearly 200 countries where we do business, The Coca-Cola system
celebrates a tradition of giving back to the community. And we do it in many
different ways. Whether providing financial contributions, awarding scholarships
or supporting our employee volunteer efforts, we are able to reach out to a
diverse range of families and communities across the globe.
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SUPPLIER DIVERSITY
Our approach to Supplier Diversity is simple ... it's inclusive! Minorities are
the fastest-growing segment of the U.S. population, and women make most
purchasing decisions involving consumer goods, including our products.
Including minorities and women as our partners is a business imperative at The
Coca-Cola Company
Our supplier diversity mission is to provide equal access to procurement
opportunities for minority- and women-owned enterprises (MWBEs). We have
made a commitment to proactively building relationships with and purchasing
goods and services from MWBEs to the maximum extent possible. This mission
underscores our long-standing commitment to being a leader in supplier diversity
and a model corporate citizen in the communities we serve. In addition, it is in
keeping with the Coca-Cola Promise "...to benefit and refresh everyone who is
touched by our business."
As a part of our commitment to supplier diversity and in collaboration with
Clark Atlanta University, we have established a MWBE Supplier Mentoring
program to assist minority- and women-owned firms to enhance their capability
and capacity.
We believe second-tier engagement with minority- and women-owned
firms is a critical component to the success of supplier diversity. It helps us to
reach and include more MWBE suppliers in our procurement process. We also
require our primary suppliers to proactively engage minority and women firms on
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all company projects and contracts. In fact, our major suppliers have embraced
this second-tier program and have become our partners in supplier diversity.
WASTE MANAGEMENT
Every year, the world produces billions of tons of waste. Recycling and
reusing waste materials is absolutely crucial if we are to maintain the health and
beauty of the earth. The Coca-Cola Companys working constantly toward
coming up with smart, creative ways to reuse waste. Here's a glance at what
we're doing.
To introduce innovative and environmentally friendly packaging, we
opened a breakthrough facility in Sydney, Australia for the world's first PET
bottles to be produced from recycled PET bottles. Today, one in four PET
containers sold by our company in North America contains recycled content.
At Peru's famous Machu Picchu archaeological site, we organized an
aggressive clean-up campaign, Campaa de Limpieza de Machu-Picchu, with
the Machu Picchu Sanctuary Authority. The program systematically removes
trash that constantly threatens the site - including PET bottles discarded by
tourists, which are then recycled. The effort has collected more than 20 tons of
garbage and has been highly praised by local authorities. More than 120
students have taken part.
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The serving tray the art work of
popular magazine illustrator Hamilton
kin in 1913.
The famous Sprite Boy was
created by noted artist Haddon
Sundblom and was used for the
first time in 1942 advertising to
introduce the name Coke.
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MISSION OF THE COCA-COLA COMPANY
The mission of the Coca-Cola Company is to increase share-owner value over
time. The company accomplished the mission by working with its business
partners to deliver satisfaction and value to customers and consumers through a
worldwide system of superior brands and services, thus increasing brand equity
on a global basis.
GUIDING PRINCIPLES OF COCA-COLA INDIA
We will conduct ourselves and our business activities with the highest
standards of honesty integrity and professionalism.
We will recognize the positive contributions that we make as individuals
and team members to produce our business success.
We will encourage a learning environment where people can constantly
grow, develop and contribute.
We will strive for excellence and seek continuous improvement in
everything we do.
We will respect all stakeholders, including employees, partners and
suppliers and instill them with a passion to deliver the highest quality
goods and service.
We will foster initiative and creativity by empowering individual to
attain well-defined objectives.
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VISION OF COCA-COLA INDIA
Provide exceptional strategic leadership in the Coca-Cola India System-resulting
in consumer and customer preference and loyalty, through Coca-Colas
commitment to them, and in a highly profitable Coca-Cola Corporation branded
beverages system.
MISSION OF COCA-COLA INDIA
Create consumer products, services and communication customer service and
bottling system strategies, processes and tools in order to create competitive
advantage and deliver superiors value to:
Consumer as a superior beverage experience.
Consumers as an opportunity to grow profit through the use of finished
drinks.
Bottlers as an opportunity to grow profits and volume.
TCCC as trademark enhancement and positive economic value-added.
Suppliers as an opportunity to make reasonable profits when creating real
value-added in an environment of system wide teamwork, flexible
business system and continuous improvement.
CCI Associates as superior career opportunity. Indian society in the form of a contribution to economic and socio
development.
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FABOULAS FACTS ABOUT COCA-COLA
The world has changed in many ways since pharmacist; John Styth Pemberton
first introduced the refreshing taste of Coca-Cola in Atlanta, Georgia. However,
the pure and simple magic of one thing remains the same Coca-Cola the name
and the product mean so many good things to hundred of millions of consumers
around the globe. Coca-Cola products are served more than 7 05 million times
long way to come after such a modest beginning.
May 1986
Pemberton concocted a caramel-colored syrup in a three-legged brass kettle in
his backyard. He first distribute the new product by carrying Coca-Cola in jug
down the street to Jacobas Pharmacy. For five cents, consumers could enjoy a
glass of Coca-Cola at the soda fountain. Whether by design or accident,
carbonated water was teamed with the new syrup, producing a drink that was
proclaimed Delicious and Refreshing. Dr. Pembertons partner and bookkeeper,
Frank M. Robinson, suggested the name and penned, in the unique flowing script
that is famous worldwide today.
1885
Sales of Coca-Cola averaged nine drinks per day. That first year, Dr. Pemberton
sold 25 gallons of syrup, shipped in bright red wooden kegs. Red has been a
distinctive color associated with the No. 1 soft drink brand ever since. For this
efforts, Dr. Pemberton grossed #59 and spent $73.96 on advertising.
1891
Atlanta entrepreneur Asa G. Candler had acquired complete ownership of the
Coca-Cola business. Within four years, Candlers merchandising flair helped
consumption of Coca-Cola to every state and territory.
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1893
In January Coca-Cola was registered in the U.S. Patent office.
1894 The first syrup plant outside of Atlanta was opened in Dallas.
1906
The first two countries outside the United States to bottle Coca-Cola were cuba
and Panama.
1915
The Root Glass company created the Coca-Cola contour glass bottle.
1917
3 Milloin Cokes sold per day. Coca-Cola is the worlds most recognized
trademark.
1919
The Coca-Cola company was sold to a group of investors for $25 million.
1923
Robert W. Woodruff became president of the Coca-Cola Company. His more
than six decades of leadership took the business to unrivaled heights of
commercial success, making Coca-Cola an institution the world over.
1925
6 Million Cokes sold per day.
1927
The first Coca-Cola radio advertisement.
1928
Sales of bottled Coca-Cola surpassed fountain sales for the first time.
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1929
Advertising slogan
1940
Coke is bottled in over 40 countries.
1956
Advertising slogan Coca-Cola, making good things taste better.
1961
Sprite was introduced.
1970
Advertising sloganIts the Real Thing.
1971
The song Id like to Buy the World a Coke was released.
1979
Advertising sloganHave a Coke and a Smile.
1982
Diet Coke was introduced in July.
1988
Coca-Cola was the first independent operator in the Soviet Union.
1989
Advertising slogan-Cant Beat the Feeling.
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1993
Coca-Cola exceeds 10 billion bases sold worldwide.
1993
Advertising slogan-Always Coca-Cola.
1907
In Hawaii.
1912
IN the Philippines.
1920
In France.
1927
In Belgium, Bermuda, Colombia, Honduras, Italy, Mexico, Haiti and Burma.
1928
In Antigua, China, Guatemala, Holland, Spain, Venezuela, and the Dominican
Republic.
1929
In Germany and Spanish Morocco.
1938
Australia, Austria, Gutana, Surinam, Jamaica, Curacao, Luzemboug, Norway,
Scotland, South Africa, the Virgin Islands, and Trinidad.
1940
In Ecuador, and EI Salvador.
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1942
In Nicaragua, Argentina, Brazil, Costa Rica, Iceland, and Uruguay.
1945
In Egypt. And Martinique
1946
In Barbados, Japan, and Okinawa
1947
In Morocco and Tangier
1948
In Liberia, Rhodesi, and Guadeloupe.
More fund facts and trivia.
Mexico and Iceland have the highest per capita consumption of Coca-Cola
Coca-Cola translated to Chinese means, To make mouth happy.
Every second over 7,000 Coca-Cola products are consumed.
If all the Coca-Cola every produced were in 61/2 oz. Bottles and paled
end to end they would wrap around the earth more than 11,863 times.
The tallest Coca-Cola bottling plants are in Hong Kong. The plant in
Quarry Bay is 17 floors, and the plant in Shatin is 25 floors.
The bottling plant at the highest elevation in the world is located in Bolivai,at 12,000 feet.
The worlds longest Coca-Cola truck is in Sweden. It is 7 0 feet long with a
four-azle trailer.
The best selling non-carbonated soft drink in Japan is a product of the
Coca-Cola Company named Georgia, a coffee flavored beverage.
Coca-Cola first crossed the Atlantic on borad the Graf Zeppelin, the
Geman dirigible.
The Varsity Restaurant in Atlanta, Georgia, bas earned the distinction of
serving the highest volume of Coca-Cola anywhere. It dispenses nearly 3
million servings of Coca-Cola annually.
If all the Coca-Cola vending machines in the U.S. were stacked one on top
of each other, the pile would be over 450 miles high
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What in a Coke
Carbonated
Water
High Fructose
Corn SyrupCaramel Color
Phosphoric
Acid
Natural Flavors
Caffeine
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SLOGANS FORM THE 1900S
1904- Delicious and Refreshing
1905- Wherever you go. You will find Coca-Cola
1905- Coca-Cola Revives and Sustains
1906- The drink of quality. The Great National Temperance
1907-Coca-Cola is full of vim, vigor and go
1908- Get the genuine
1909- Whenever our see an arrow, think of Coca-Cola
1911- Enjoy a glass of liquid laughter
1917- Three Million a Day.
SLOGANS FROM THE 1920S
1920- Drink Coca-Cola with soda, the hit that saves the day
1922- Thirst knows no season
1923- Refresh yourself, Theres nothing like it when youre thirsty.
1924- Pause and refresh yourself
1925- Six Million a Day
1926- Stop at the red sign
1927- Around the corner anywhere, at the little red sign
1928- A pure drink of natural flavors
1929- The pause that refreshes
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SLOGANS FROM THE 1930S
1930- Meet me at the soda fountain
1932- The drink that makes the pause refreshing
1933- Dont wear a tired, thirsty face
1934- When its hard to get started, start with a Coca-Cola
1935- All trails lead to ice-cold Coca-Cola
1936- Get the feel of wholesome refreshment
1937- Stop for a pause go refreshed
1938- Anytime is the right time to pause and refresh, Pure as sunlight
1939- Thirst stops here. Makes travel more pleasant
SLOGANS FORM THE 1940S
1940- The packages that gets a welcome at hoem
1941- A stop that belongs on your daily timetable
1942- the only thing like Coca-Cola is Coca-Cola itself
1943- A taste all its own
1944- Coke means Coca-Cola
1947- Relax with the pause that refreshes
1948- Where theres Coca-Cola theres Hospitality
1949- Along the highway to anywhere
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SLOGANS FROM THE 1950S
1950- Help yourself to refreshment
1951- Good of food and Coca-Cola just naturally go together
1952- Coke follows thirst everywhere
1953- Dependable as sunrise
1954- For people on the go
1955- Americas preferred taste
1956- Feel the difference, Makes good things taste better
1957- Sign of good taste
1958- Refreshment the whole world prefers
1959- Make it a real meal
SLOGANS FROM THE 1960S
1960- Relax with a Coke, Revive with a Coke
1961- Coke and food
1962- Enjoy that refreshing new feeling
1963- Things go better with Coke
1964- Youll go better refreshed
1965- Something more than a soft drink
1966- Coke after Coke after Coke
SLOGANS FROM THE 1970S
1970- Its the real thing
1971- Id like to buy the world a Coke
1972- Coke goes with the good times
1975- Look up America, see what weve got
1976- Coke adds life
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SLOGANS FROM THE 1980S
1980- Have a Coke and a smile
1982- Coke is it
1985- Weve got a taste for you. Amercias real choice Coca-Cola Classic!
1986- Catch the Wave, Red, White and you!
1988- Cant beat the feeling
1989- Cant beat the real thing
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A BRIEF PROFILE OF FLAVOUR AND PACK
Flavour Ingredients Pack Product Company
Cola Cola Flavourcarbonated water
sugar
200Ml.
300Ml.
500Ml.
1 Litre
1.5 Litre
2 Litre
Coke,
Thums up
Pepsi
Coca-Coal
Pepsi
Orange Orange Flavour +Carbonated Water+Sugar
200Ml.
300Ml.
500Ml.
1 Litre
1.5 Litre
2 Litre
Fanta
Mirinda
Coca-Cola
Pepsi
Fruit Juice Mango Pulp+Treated water+sugar
250 ML Maaza
Slice
Coca-Cola
Pepsi
CloudyLemon
Lemon Flavour +Carbonated Water+Sugar
200Ml.
300Ml.
500Ml.
1 Litre
1.5 Litre2 Litre
Limca
Mirinda Lemon
Coca-Cola
Pepsi
Clear Lemon Lemon Flavour+Carbonated Water+ Sugar
200Ml.
300Ml.
500Ml.
1 Litre
1.5 Litre
2 Litre
Sprite
7Up
Dew
Coca-Cola
Pepsi
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GOING GLOBAL: COCA-COLA DOMINATES
COCA-COLA is certainly no stranger to global marketing. Long the worlds
leading soft drink marker, the company now sells its brands in more than 200
countries. In fact, in recent years, as its domestic markets have lost their fizz.
Coca-Cola has revved up every aspect of its global marketing. The result; near
world dominance of the soft drink market. The great global Cola wars between
Coca-Cola and rival Pepsi have become decidedly one-sided. In the 1990s, while
Pepsis sales volume rose just 2 percent, Coke Classic consumption increased
by more than 30 percent.
Since the early 1980s, soft drink consumption has grown at a rate of 3 percent
annually both domestically and internationally; during that same period, Cokes
volume has grown 5 percent and 7 percent, respectively. Coca-Cola international
prowess has played a major role in its dominance. In fact, Coca-Cola earns over
70 percent of its profits aboard. Whereas in the United States Coca-Cola
captures a 44 percent market share versus Pepsis 31 percent, it outsells Pepsi 3
to 1 overseas and boasts 4 of the worlds 5 leading soft drink brands: Coca-
Cola, diet Coke, Sprite, and Fanta. Coca-Cola has handed Pepsi a number of
crushing international setbacks. As a result, Pepsi has recently experience flat or
declining international soda sales. During the same period, Coca-Cola has
reported strong growth in Latin America and grew a stunning 20 percent in
China, 17 percent in India, and 16 percent in the Philippines. Pepsi is new
retrenching its efforts aboard by focusing on emerging markets-China, India, and
Indonesia-where Coke is growing but does not yet dominate. Together, these
three emerging markets boast 2.4 billion people, nearly half the worlds total
population. With their young populations, exploding incomes, and
underdeveloped soft drink demand, they represent prime potential for Coca-Cola
and Pepsi. For example, Chinas 1.2 billion consumers-drinks and average of
only 5 servings of soda per year, compared with 343 in the United States, crating
heady opportunity for growth. Indonesia, with 200 million people, nearly all of
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whom are Muslims for-bidden to consume alcohol, is what one top Coca-Cola
executive calls a soft drink paradise.
But even in these emerging markets, Pepsi will find the going rough in the face of
Coca-Colas international marketing savvy and heavy investment. For instance,
by the turn of the century, Coca-Cola will have spent almost $2 billion building
state-of-the-art Asian bottling plants and distribution systems. And Coca-Cola
possesses proven marketing prowess. It carefully tailors its ads and other
marketing efforts for each local market. For example, its Chinese New Year
television ad featured a dragon in a holiday parade, adorned form head to tail
with red Coke cans. The spot concluded, For many centuries, the color red has
been the color for good luck and prosperity. Who are we to argue with ancient
wisdom? In India, Coca-Cola aggressively cultivates a local image. It claimed
official sponsorship for World Cup Cricket, a favorite national sport, and used
Indian cricket fans rather than actors to promote Coke products. Coca-Cola
markets effectively to both retailers and imbibers. Observes one Coke watcher,
the company hosts massive gatherings of up to 15,000 retailers to showcase
everything from the latest coolers and refrigerators, which Coke has for loan, to
advertising displays. And its salespeople go house-to-house in their quest for
new customers. In New Delhi alone, workers handed out more than 100,000 free
bottles of Coke and Fanta last year.
Nothing better illustrates Coca-Colas surging global power than the explosive
growth of Sprite. Sprites advertising uniformly targets the worlds young people
with the tag line image is nothing thirst is everything. Obey your thirst. The
campaign taps into the rebellious side of teenagers and into their need to form
individual identities.
According to Sprites director of brand marketing the meaning of [Sprite] and hat
we stand for is exactly the same globally. Teens te ll us its incredibly relevant in
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nearly every market we go into. However, as always, Coca-Cola tailors its
message to local consumers.
Coca-Colas success as a global power has made it one of the most enduringly
profitable companies in history. As one observes states, Coke will remain the
800 pound gorilla in the soft drink business for the foreseeable future. How
profitable ahs Coca-Cola been over the decades? Incredibly, a single share of
Coca-Cola stock purchased for $40 in 1919 would be worth $4,847,000 today.
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OBJECTIVE
Objective is a very important in every filed of life. Every work is done according to
a predetermined objective.
objectives of my study
What is the retailers problem.
What is the distribution system of Coca-Cola India?
What is the share of Coca-Cola India in market?
To know the retailers response towards the company.
To know retailers suggestions and recommendation about the Coca-
Cola India.
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RESEARCH METHODOLOGY
The research study is descriptive in nature, statistical techniques are used to
study the number respondents. The comprehensive of S.G.A. and future
prospect of S.G.A. in Shashadra reason the data is collected so as to determine
the effect an S.G.A. on the sale & volume customer attitude and expectation.
There are three of methods for marketing Research. These are as follows:-
The observation Method
The experimental Method
The Survey Method
i) THE OBSERVATION METHOD: Under the observation method, the
information is sought by way of Investigator s own direct observation
with out asking for the respondent hence data are collected on the
banks of observation no talk take place.
ii) THE EXPERIMENTAL METHOD: Experimentation is not easy to
define. It will refer to that Research Process in which one or more
variables are manipulated under candidacies that permits the collection
of data that show the effects if any of such variable in confused
fashion. Such a definite indicates that the distinction between
experimental and non experimental research may some times be a
matter of degree rather is based on the concept that small scale
experimental is useful to indicate the expectations of large scale
experiment. Never their a well designed experiment even through it
can not replicate total market. Candidates can provide guidance andinformation for decision making.
iii) THE SURVEY METHOD: The information gathered directly from
individuals is cooled survey method.
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a) Personal Interview
b) Mail Survey
c) Telephonic Survey
For me above survey method I have followed the following two types of method
for my project:-
d) Observation Method :- I went to route ride with sales men
and observed various routes of dilshad Garden, Nand
Nagri, Bhajanpura, Gokalpuri, Moti Nagar, Man Sarover
Park, Mojpur, Karaval Nagar,Babarpur Area, Seelampur,
and Sewadhman Road and various out lets of those
routes.
e) Firstly, we have to 0 serve the market condition of the
routed.
f) These route rides helped me to new various routes and
identify the outlets.
ii) Survey Through Personal Interview: In this method the in formation
gathered directly sami individuals & home I prepared questionnaire and
take direct personal interview of retailers.
Advantages: I) Direct Interaction with the retailers.
II) It helped me to collect reliable data.
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RESEARCH DESIGN
A Research project conducted scientifically has a specific frame work of research
from the problem & this frame work is condition research is known as the
research design.
A research design is simply the frame work or plan for a study that is used
as a guide in collecting and analyzing the data. It is blue print that is
followed in completing a study.
The research process design way conclusive and statistical in nature which
would enable the company to take rational design. This is because the sample
size taken way large and techniques adopted were for mass data. The data
observation tabled and the results were in form of percentage.
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METHOD OF DATA COLLECTION
a. PRIMARY DATA COLLECTION: Primary data are those which are
collected from the original source of event these are two types:-
i. OBSERVATION: In this method, I went to route ride with the
salesman and observed various routes, outlets and the
entire supply system of Coca-Cola.
ii. SURVEY: Personal Interview: In survey method I prepared a
questionnaire and take direct personal interview of retailers.
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QUESTIONNAIRE
Topic :Analysis of market position of Coke and Pepsi in India
Student Name : Md Faisal
Date :
1. a) Name of the outlet
b) Address
c) Contact Person with Phone Number
d) Type of outlet: Glossary Kiosk Provision Store Eatery Other
2. Present share of your outlet: Coke Pepsi
3. Customer Demand of Flavour-wise:
Flavour Coca-Cola Pepsi
Cola Thums Up Pepsi
Orange Fanta Mirinda
Cloudly Lemon Limca Lemon Mirinda
Clear Lemon Sprite 7-Up M.Dew
Mango Maaza Slice
Soda Kinley Everress
Water Kinley Aquafina
4. What are the demands of various packs of Coca Cola?
PACK DEMANDS IN %200ml.250/300ml.500ml.1000ml.1500ml.
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2000ml.
5. Demand of different customer group:
Group Coke Pepsi
MaleFemaleChildren
6. a) You are interested to sell : COKE PEPSI
REASON:
7. Satisfaction about Supply: COKE PEPSI
8. Salesmans behavior: COKE PEPSI
9. If you are interested to scale monopoly basis coca cola then what is your
demand?
10. Your recommendation about coca-cola company?
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Numbers of retailers covered : 50 Retailers
Company Name: Network Distribution
MARKET AREA OF PATNA
Market Area:
Paschim Darwaza, Patna City
Ashok Raj Path, Near P.M.C.H.
Patthar Ki Masjid
Patna city chowk
Kankarbagh Rajendra Nagar
jhauganj
Boring Road
Exhibition road
Frazer road
Dakbangla Road
Budh Marg
Nala road
Bhikna Pahari
Maurya Complex
Nala Road
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LIST OF OUTLETS = 50
Yo spice hub
City Sweets
Salimar Sweets National Store
Soda Fountain
Bansi Vihar Restaurant
Janta Hotel
Palji restaurant
Rajdhani Sweets
Dosa caf
Shubham Restaurant
Soda fountain
Ravi General Store
Daisy
Basant Vihar Restaurant
Rosy Sweets
Payal Restaurant
Snacks Point
Hina panchwati
Kalewa
Nidhi General Stores
Center Point
Nand Hotel
Amit Sweets
King Kong hotel
Kozi sweets
Royal Biryani House
Janta stores
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Gokul
Anaekali Resturant
Joy & Joy Restaurant
Kumar General Store Cathy Confectionaries
Rajprabha Sweets & Sweets
Oxygen Hotel
Coffee House
Velocity Restaurant
Rama Stores
Rupali Restaurant
Gopalganj Sweets
Food & Fun
Sujata Restaurant
New Palson Restaurant
Rimjhim Hotel
Rajasthan Restaurant
Jagdhamba Sweets
Ashok Hotel
Madhuban Restaurant
Vikas Restaurant
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SAMPLING PLAN
a. The universe studied is the sum total of the retailers in the Patna area.
b. Sampling unit is a single retailers outlet which may be provision store;stationery shop, grocery shop, eating and kisok.
c. Elementary retailers.
d. The geographical limit is the area of Patna.
e. Keeping in Mind the number of major market area of Patna the sample sizearrived it was
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LIMITATIONS
The company did not provide any financial support for the project.
I had lack of deep knowledge about the product of the local market.
The time allowed for the project was very short ( 6 weeks). It was
impossible to study deeply in that short period.
There was the staying place hearer to local market.
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ANALYSIS
The soft drink market of India are by and large controlled and governed by the
soft drink giant company, COCA-COLA and PEPSI. Except these two, there is a
very weak and limited participation is felt by the CADBURY SCHWEEP.
The only presence of the two giant company doesnt mean absence of
competition rather a neck to neck competition, a dual of strategy and counter
strategy is all time present to capture a greater market share. For extracting the
total strength, two companies have a wide variety of soft drink.
Different flavour and different packs are available from both the companies. Let
us take a glimpse of the different flavour available for both the company.
Flavour Coca-cola Pepsi
Cola Thums-Up, Coke Pepsi
Clear Lemon Sprite Mountain Dew, 7-Up
Cloudy Lemon Limca Lemon Mirinda
Orange Fanta MirindaFruit Juice Maaza Slice
Soda Kinley Everess
Water Kinley Aquafina
By the survey of retailers out lets, we have got the relative demand of each
different flavour both the companies
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Flavour Coca-cola Pepsi
Cola Thums-Up 35
Coke 25
Pepsi 40
Orange Fanta 60 Mirinda 40
Cloucly Lemon Limca 80 Lemon Mirinda 20
Clear Lemon Sprite 45 Mountain Dew 35
7 UP 20
Fruit Juice Maaza 80 Slice 20
Soda Kinley 45 Evress 55
Water Kinley 40 Aquafina 60
TOTAL 410 290
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DEMAND OF COLA FLAVOUR
For cola flavour coca-cola has two products coke and Thums-UP and Pepsi
percentage in shown below.
Flavou r Company Product Demand in %
Cola Coca-Cola Thums-UP 35
Coke 25
Pepsi Pepsi 40
It is represented by the following pie chart.
0
20
40
60
80
100
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr
East
West
North
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DEMAND OF ORANGE FLAVOUR
For orange flavour coca-cola has the product name is Fanta and Pepsi has the
product range is Mirinda.
Flavou r Company Product Demand in %
Orange Coca-Cola Fanta 60
Pepsi Mirinda 40
It is represented by the following:
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DEMAND OF CLOUDY LEMON FLAVOUR
Coca-cola has the most popular product limca in cloudy lemon flavour and Pepsi
has Lemon Miranda.
The relat ive demand is s how n in th e fol lowing table.
Flavou r Company Product Demand in %
Cloudy Lemon Coca-Cola Limca 80
Pepsi Lemon Mirinda 20
It is represented by the following chart.
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DEMAND OF CLEAR LEMON FLAVOUR
IN clear lemon coca cola has sprite, Pepsi has two products. Products in this are
7-up and Mountain Dew.
The relat ive demand is s how n in th e fol lowing table.
Flavou r Company Product Demand in %
Clear Lemon Coca-Cola Sprite 45
Pepsi Mountain Dew 35
7-Up 20
It is represented by the following pie chart.
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DEMAND OF FRUIT JUICE
In fruit juice Coca-Cola product is Maaza and Pepsi product is Slice. The demand
of percentage is shown below :-
The relat ive demand is s how n in th e fol lowing table.
Flavou r Company Product Demand in %
Fruit _Juice Coca-Cola Maaza 80
Pepsi Slice 20
It is represented by the following pie chart.
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DEMAND OF SODA
Coca-Cola has the product Kinley in Soda and Pepsi has Evress. The demand
of % is shown below :-
Flavou r Company Product Demand in %
Soda Coca-Cola Kinley 45
Pepsi Evress 55
It is represented by the following pie chart.
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DEMAND OF WATER
And the final and lost product from Coca-Cola is water KINLEY and the PEPSI is
Aquafina. The demand of percentage is shown below:-
Flavou r Company Product Demand in %
Water Coca-Cola KINLEY 40
Pepsi AQUAFINA 60
It is represented by the following pie chart.
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DEMAND OF COCA-COLA AND PEPSI
OVER ALL MARKET DEMAND OF COCA-COLA AND PEPSI
Over all demand of Coca-Cola and Pepsi in Patna area is 58% coca-cola and
42% of PEPSI.
Pepsi42%
Coca-Cola58%
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DEMAND OF COCA-COLA AND PEPSI IN VARIOUS CUSTOMER GROUP
On the basis of survey and with the help of questionnaire. The demand of coca-
cola and Pepsi in various customer groups is presented in the following table:-
Customer Company Demand of %
MALE COCA-COLA 65PEPSI 35
FEMALE COCA-COLA 55PEPSI 45
CHILDREN COCA-COLA 70PEPSI 30
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DEMAND OF FEMALE CUSTOMER GROUP
The demand of Female customer group is represented by the following chart:-
Pepsi30%
Coca-Cola
70%
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DEMAND OF VARIOUS PACKS OF COCA-COLA
PACK DEMAND IN %
200 ML 40%
250/300ML 30%
500 ML 12%
1 Litre 3%
1.5 Litre 5%
2 Litre 10%
200 ML40%
250/300ML30%
500 ML12%
1 Litre3%
1.5 Litre5%
2 Litre10%
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DEMAND OF CHIILDREN CUSTOMER GROUP
The demand of children customer group is represented by the following Pie
Chart:
Pepsi30%
Coca-Cola70%
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FINDINGS
With the predetermined objective for finding the customer demand and
retailers respondent for Coca-Cola product is Patna area. A detail survey
of the retailer and proper analysis of the available data has been done.
Coca-Cola is having a greater customer demand for its product. But
PEPSI is no longer for behind. They are also coming up with their full
strength and have started to capture the market with & customasssers.
The total marked of Patna can be grouped in to main areas, Gandhi
Maidan, Ashok Raj Path (Near P.M.C.H), Kankarbagh, Patna City, Pathar
Ki Mashjid, Boring Road, Macha toil, Bhikana Pahadi, exhibition Road,
Dakbangala Road, Maurya Complex, Nala Road, Frazer Road, etc. All
there are quite vast and possess a fish customer demand.
Coke has made an impact in all over India .most of the people they are
going to prefer coke brand.
Coke has built a brand image about itself due to good positioning of its
product and quality.
Only coke provides new scheme and offer. The route agent and sales representative gives the information about new
scheme and offer to the dealers and retailers.
Most of the dealers or retailers were demand visicooler to keep only coca
cola products.
There are lack of display material like board,banners, glow sign etc.in
most of the area of patna.
Coca cola is one of the companies that give the highest trade margin.
There is a number of exclusive counter of coke is less than their
competitor. The demand of 200ml bottle of coke is more.
2 litter bottles of coke are sold more than 1.5 litter of bottle.
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CONCLUSION
From the analysis of the data, it can be concluded that the market share of
Coca-Cola is more than the market share of Pepsi. The demand of Coca-Colas product is more with the comparison of Pepsi product.
Supply of various flavours is not adequate. Flavor likes Limca and Maaza
have a high customer demand, but their supply is irregular. Competitors
are taking advantage of this.
Replacement procedure of faulty bottles is very low. It promotes retairs
dissatisfaction.
It can be noticed that the company has spent a lot on its advertising and
sales promotion, its sales are better. The only thing that is lacking to some
extent is service. So by enhancing the quality of service and also by
modifying some of the routes of distribution, the company can gain more
turnovers from the market what the company just doing is just
concentrating on increasing the sales without bothering the relationship
with the retailers. So, instead of relying on volume of sales, the company
should try to build a long-lasting relationship with the retailers.
It has observed that coca cola flavouer leads the other entire flavouer with a
margin in the market.
The demand of coke exceeds the demand of pepsi.
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BIBLIOGRAPHY
Internet site
www.cocacola.com www.pepsico.com
Record of M.N. Softdrinks, Patna.NEWS ITEMS OF ENGLISH DAILIES, PUBLISHED FROM PATNA
The Times of India The Telegraph The Economic Times
Advertisement on coke products. Advertisement on Pepsi product. Consulted Libraries
American Library British Library
Consulted Books Research for marketing Decision by P. Green, D.S. Tull, G. Albaum Marketing Management -Phillip Kotler.
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