Company Write Up

Coca Cola India Basic facts about the company: ? Returned to India in 1993 after 16 years. ? During the past decade Coke has invested more than $ 1 billion in India. ? The Coca-Cola system in India comprises 27 wholly owned company-owned bottling operations and another 17 franchisee-owned bottling operations. ? Entered India by taking over Parle’s brands. ? Coke’s main brands include: o Coca Cola, Sprite, Fanta, Thums Up, Maaza, Kinley water ? Other brands: o Shock and Sunfill ? In 2003, collected the Advertiser of the Year and Campaign of the year awards for the ‘thanda matlab coca cola’ ad. By the end of 2003, Coke’s consolidated market share stood at around 50% in the Indian soft drink market while the main competitor Pepsi was marginally behind at 46%. Worldwide Coca-Cola’s market share is 44% while PepsiCo’s is 32%. ? CEO – Sanjeev Gupta, took over in July 2003 Coke’s values: People, Quality, Integrity, Image, and Diversity Coke’s Strengths: ? One of the strongest brands in the world. Brand name alone worth about $69 billion. ? Bottling system, gives advantages of a global scale while maintaining a local approach by having local bottling plants. ? Extensive Distribution system

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Recent News: ? In August 2003, Centre for Science and Environment (CSE) revealed in a study that a “cocktail of pesticide residues” are contained in the soft drink brands belonging to Coca-Cola and Pepsi, and they were accused of following double standards in India and the US. Later a study conducted by the Kerala Pollution Board gave them a clean chit. ? In the process of launching new pricing strategies – using the affordability strategy, by providing more value for money. E. g 600ml for Rs. 15, Maaza – Rs. 6 for 200 ml. Plans to invest $70 million in pushing affordability.

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