Anaiytical Study of Coca Cola

“Study of
Coca-Cola
Soft Drink Industry in “India.”
Submitted by:
AMAR KUMAR GUPTA
M.B.A – I Sem.
With the help of :

MY FRIEND ARSHAD
AMAR KUMAR GUPTA Page 1 8/5/2018

ACKNOWLEDGEMENT
I take this opportunity to acknowledge the deep
sense of gratitude towards my friend ARSHAD, whose valuable
co-operation and guidance resulted in successful completion of this
dissertation. He not only encouraged me throughout the project but
also took great pains going through the manuscript carefully and
made numerous valuable suggestions and corrections which have
greatly improved the quality of work.
AMAR KUMAR GUPTA

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TABLE OF CONTENTS
TOPICS
1. INTRODUCTION
2. MISSION, VISION & VALUES
3. COMPANY HISTORY
4. COCA COLA IN INDIA
5. SCOPE
6. SALES PRAMOTION
7. PRICING STRATEGY
8. AWARDS 2006 & 2007
9. RECOMMENDATION
10.CONCLUSION
11.BIBLIOGRAPHY

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INTRODUCTION
Coca-Cola touches the lives of millions of
people each & everyday from special occasion to
exceptional moments in everyday life, Coca-Cola is there.
The brand has become very special part of people’s life.
There is much in our world to celebrate,
refresh , strengthen & protect. The Coca-Cola Company is
a vibrant network of people , in over 200 countries , putting
citizenship into action . Through their actions as local
citizens , they strive everyday to refresh the marketplace ,
enrich the workplace , protect the environment &
strengthen our communities.
The Coca-Cola Company is on a journey.
It is a bold journey, inspired by their simple desire for
sustainable growth, & fueled by deep conviction that
collectively can create anything the company desires.
Mission, Vision & Values

Mission:
 To Refresh the World... in body, mind, and spirit.
 To Inspire Moments of Optimism... through our brands and our
actions.

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 To Create Value and Make a Difference... everywhere we engage.
Vision:
To achieve sustainable growth, we have established a vision with clear
goals.
 Profit: Maximizing return to shareowners while being mindful of our

overall responsibilities.
 People: Being a great place to work where people are inspired to be
the best they can be.
 Portfolio: Bringing to the world a portfolio of beverage brands that
anticipate and satisfy peoples’ desires and needs.
 Partners: Nurturing a winning network of partners and building
mutual loyalty.
 Planet: Being a responsible global citizen that makes a difference.
Values:
We are guided by shared values that we will live by as a company and as
individuals.
 Leadership: "The courage to shape a better future"

 Passion: "Committed in heart and mind"
 Integrity: "Be real"
 Accountability: "If it is to be, it’s up to me"
 Collaboration: "Leverage collective genius"
 Innovation: "Seek, imagine, create, delight"
 Quality: "What we do, we do well"

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COMPANY HISTORY
World of Coca-Cola encompasses the rich history and progress of

the refreshing beverage that was created here in Atlanta over 110 years ago.
While Coca-Cola was first served at a small pharmacy soda foundation near
Underground Atlanta, this soft drink is now being purchased in over 200
countries across the globe. In fact, it is now severed nearly 1 billion times a
day . you might say that when the world wants refreshment, the world turns
to Coca-Cola.
World of Coca-Cola capture all the excitement of this world
famous product, not only through its exhibits, but also through its unique
architecture style. Visitors pass under an enormous three-dimensional Coca
Cola globe suspended 18 feet over the entrance, then step in to a three story
sky lit atrium. From there visitors move at their own pace through an easy to
follow series of fun ad fascinating exhibit galleries.
At the late 1930s Barnes Soda foundation, an old fashioned soda
jerk will demonstrate how an early Coca-Coal was prepared. Move ahead
into the International Video Lounge and the “Taste of the world” an
international sampler of cold soft drinks distributed by the Coca-Cola
company but not available in U.S.

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BIRTH OF A REFRESHING IDEA
Kettle in his backyard. He first distributed the new

product by carrying Coca-Cola in a jug down the streets to Jacobs pharmacy
. for five cents, consumers could enjoy a glass of Coca-Cola at the sod
foundation. Whether by design or accident, carbonated water was teamed
with the new syrup, producing a drink that was proclaimed “Delicious and
Refreshing”. Dr. Pemberton’s partner and bookkeeper, Frank
M.Robinsonsuggested the name and penned “Coca-Cola” in the unique
flowing script that’s famous world wide today. Mr Robinson thought “the
two C’s would look well in advertising”.
In 1886 sales of Coca-Cola averaged nine drinks per day.
That first, Dr. Penberton 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 his efforts, Dr. Robinson grossed $50 and spent
$73.96 on advertising. By 1891, Atlanta entrepreneur Asa G. Candler has
acquired complete ownership of the Coca-Cola business. Within four years,
his merchandising flair helped expand consumption for $25 million. Robert
W. Woodruff became president of the Coca-Cola company in 1923, and his
more than six decade of leadership took the business to unrivaled heights of
commercial success, making Coca-Cola an institution the world over.

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THE MEN WHO MADE COCA-COLA
1885 John Pemberton created Coca-cola
1886 Frank Robinson arrived and instantly devoted all his time to
manufacture and promote the drink
1888 Asa Candler buys the rights of the secret Coca-Cola formula
and along with Charley Pemberton and Woolfolk walker files
for the incorporation of the Coca-Cola Company
1899 Benjamin Thomson and Joseph Whitehead began to the now
famous drink. Which was a success.
1903 Sam Dabbs takes charge of sales.
1909 Harold Hirsh assumes charge of the legal affairs.
1910 Earl Dean designs and produces the unique “hobble skirt”
bottle.
1916 Howard Candler takes over as president.
1917 Archie Lee revolutionizes the Coca-Cola advertising.
1923 Robert Woodruff becomes the president.
1939 Arhur Acklin assumes charge as president.
1954 Frank Harrold brings Coca-Cola in India .
1955 Bill Robinson is appointed president.
1962 Paul Austin is made president.
1972 Roberto Goizueta is appointed president.
1994 Dough Lvester is appointed president.
1999 Douglas Daft is appointed president

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TRADEMARKS
In 1893, Coca-Cola was registered with the trademark
office followed by ‘Coke’ in 1945.In 1982 the company introduced Diet
Coke to the consumers, making the first extension of the company’s most
precious trademark to another product. Later years saw the introduction of
additional products bearing the Coca-Cola name .
PRODUCT ADVANCEMENT
In April 1985 the company proudly introduced the new
taste of Coke the first change in the secret formula since the product was
created in 1886. The launch of Coke with the new taste took place in the
United States and Canada. While the initial response to new taste confirmed
the company’s marketing research, many consumers also told the company
they also wanted an option. The company listened and in july 1985 the
original formula of Coca-Cola returned as Coca-Cola Classic, in 1986 Coca-
Cola became an still remains the top selling soft drink of United State of
America.
COCA-COLA FIRST BOTTLED

Coca-Cola began as a fountain product, but Candy
Merchant Joseph a Biederham of Mississippi was looking for a way to serve
this refreshing beverage at picnics. He responded to this demand and began
offering bottled Coca-Cola, using syrup shipped from Atlanta, during a busy
summer in 1894. In 1899, a large scale bottling became possible when Asa
Candler granted exclusive bottling rights to Joseph B . Whitehead and

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Benjamin F Thomas of Chattanooga, Tennessee. The contract marked the
beginning of the Coca-Cola company’s unique independent bottling system
that remains the foundation of company soft drinks operations. Back then,
soda bottles were all very similar. With Coca-Cola being the premium
product, other companies were often tempted to sell their products as Coca-
Cola. The answer was to create a distinct bottle for Coca-Cola. As a result, a
pale green bottle with the now famous contour shape was developed in 1915
by the Root Glass Company.
THE BOTTLING SYSTEM

Today our products reach consumers and coustomers
around the world through a large distribution network made up of local
bottlings companies. These bottlers are located around the world, and most
are independent business. Bottling companies packages, market and
distribute the products using thousands of delivery trucks and routes, more
than one million vending machines, and more than two million retail
locations. The Coca-Cola company is commited to assisting its bottlers with
the functions of an efficient bottling operations. Quality control is monitored
constantly by the company which is necessary to produce high quality soft
drinks.
COCA-COLA IN INDIA
The Coca-Cola company was reintroduced in India on oct 23 -1993,
after an absence of 16 years. The Coca-Cola company received approval from the
government in July 1996to set up a holding company to invest U.S. $700 million in
downstream operating subsidiaries to engage in the production.It owns the range of
brands.
These are:-

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Coca-Cola, Diet Coke, Sprite, Fanta, Thums-up, Limca, Maaza, Kinley water, Georgia.
THE NAGPUR PLANT
In Nagpur, The Superior Drinks Pvt.Ltd. has established

in the year 1994. Firstly it was engaged in the production of thums-up and
gold spot which werw own by Parle then. After 1996 Parle has taken over by
Coke. Now this bottling plant of Coke engaged in the production of Coke,
Thums-up, Maaza etc. Mr. Parekh is the director of the company. The
company is doing great job for past 8-10 years.
The company manufactures two types of soft drinks i.e.
carbonated soft drink and noncarbonated soft drink. The carbonated soft
drinks are thums-up, coca-cola, limca, fanta and sprite, and non carbonated
soft drink is maaza made from real mango pulp. In this journey of last 14 or
15 years the company had achieved many milestones but the biggest
achievement is that, mow it is the number one company in making soft drink
all over the world.
The company has its collaborations with Parle, nestle,
and some local brands like thums-up and limca. Before few years ago the
company had taken over the local brands of soft drinks and then merged
them with itself and now solely running as the successful soft drink making
company in the market.
As the superior pvt. ltd is the single supplier of coca-
cola and its product to various vidharb regions, the company has a very
strong distribution channel which provide the soft drinks at proper place at
right time, and the service provided by the company are also good which

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helps in making the better relations in between the company and the
distributors and retailers.
ORGANISATION PROFILE
The company dosen’t needs much of its introduction as it is
the world’s largest and popular beverages making company. The Coca-Cola
Company came in to existence on 8th may 1886 by Dr John Sythe
Pemberton a pharmacist by profession. The company had opened its
manufacturing plant outside Atlanta in Dallas, in Texas in 1984.In the same
year they had also opened its branches in Chicago and Los Angeles also.
The company had first entered the Indian market in 1977 but
it cannot hold up or stand in the Indian market because of some
governmental problems, but it again entered the market after the gop of 16
years on 26th of Oct in1993 in Agra, soon after entering the company had
made an agreement with Parle group in the same year as nations top soft
drink brand.
The company was formed in simple way but today its
presence is world wide and it is one of the most respected companies in all
over the world. Since 1993 in India it had opened various branches all over
in different states of India. The Superior Pvt Ltd. is also one of its branches
in Nagpur city in Maharashtra.
The Coca-Cola company has various products like thums-
up, sprite, fanta, limca and maaza,and all the products have a lot’s of scope
in the market as these products having different flavours and different taste
depending upon the choice of the consumers as what they like to prefer.

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Though in this survey we actually collected the data or
information from the retailers by direct interviewing them at their places to
know the effect, the data was then observed carefully and interpreted
through which we came to some conclusion and some suggestions to solve
the queries of the retailers.
By solving these queries the company will get an
advantage to move ahead against their competitors. The Coca-Cola company
grabs about 69% to 73% of the total market as compared to their
competitors, there are mainly two competitor of Coca-Cola i.e. Pepsi and
Frooti.
Both the companies have a neck to neck competition with
each other for each product of Coca-Cola. Some of the products of Pepsi
are:-
à Coca-Cola -- Pepsi
à Sprite -- Mountain Dew
à Fanta -- Miranda
STRATEGIC PROPERTIES
Accelerate carbonated soft-drink growth, led by Coca-
Cola. Volume of brand Coca-Cola products was up 3% in North America,
led by the launches of Vanilla Coke and diet Vanilla Coke. Rollout to
selected global markets is expected to expand in 2003
Selectively broaden our family of beverage brands to
drive profitable growth. In noncarbonated beverages, we are one of the
largest competitors in the world. We introduced Disney products
internationally, strateically added water brands to flank Dasani in North

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America, continued growth in Minute Maid single –serves fruit drinks and
extended the global reach of POWERADE.
Growth system profitability and capability together
with our bottling partners. Our drive for profitability throughout out system
brought us even closer to our bottlers in 2002. These renewed relationships
led our largest bottlers to increase profitability, as reflected by our strong
growth in equity income.
Serve customers with creativity and consistency to
generate growth across all channels. Our sponsorship of the FIFAWorld Cup
and the Olympic Winter Games of 2002- the world’s only truly global
sporting events- gave us a promotional platform that enabled our customers
to reach millions of customers.
Direct investments to highest- potential areas across
markets our business approach is tailored to each market based on its stage
of development. In ruler area of China, we direct our efforts toward
expanding availability of affordable packages, while in cities such as
Shanghai and Beijing, we execute more sophisticated image-building
promotions, activating points of purchase so that consumers have greater
connections with our brands.
COLA WAR
When coke re-entered India it found Pepsi had

already established itself in the soft drinks markets. The global
advertisement wars between the cola giants quickly spreads to India as well
internationally. Pepsi had always been seen as the more aggressive and

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offensive of the two and their advertisements the world over were believe to
be more popular than coke’s.
While Pepsi always realized on advertisement
featuring film stars and sport stars and cricket players, coke had initially
decided to focus on Indian culture and giggles based on Indian classical
music. These were also supported by coke advertisement that was popular in
the west. Somehow coke advertisement missed the Indian pulse by a wide
margin. Pepsi soon came to be seen as a “defender” who had humiliated the
“invader” with its superior creative strength. When coke bagged the official
sponsorship rights to the 1997 cricket world cup. Pepsi created media
history by unleashing one of the country's. Most successful advertisement
campaign-The “Nothing official about it” campaign. Pepsi took on coke
even when the later sponsored the reply of the matches through the
campaign “Uncork a cola". Media coverage of the war even hinded that the
exclusion of Rahul Dravid (Pepsi model) from the Indian team had
something to do with the war. However coke had a revenge when it bagged
the television sponsorship right for the 1997 Pepsi Asia cup. Consequently
Pepsi in spite of having branded the event was not able to sponsor it.
When Pepsi launched an advertisement featuring
Sachin Tendulkar with a modified a hindi song “Sachin ala re”,coke
responded with an advertisement with the song “coke ala re”. Following this
Pepsi reached the advertising slandered council of India and advertising
agencies association of India.
In Feb. 2001 coke went on the offensive with the
growth of to the thums up challenge campaign. Pepsi immediately issued a
legal notice on coke for using the “Yeh dil maange more.” In January 2006
coke’s “Sir Utha ke peo” campaign reached an all time high of 69.5% as
against the Pepsi’s 26.2%

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Coca-Cola is the world’s most valuable brand and
favorite drink, recognizable all over the world. In India Coca-Cola returned
in 1993 once again after being departed because of govt. policies in 1997,
and over the past 12 to 13 years it has captured the imagination of the nation
in association with cricket , film industry, music etc..
Coca-Cola has signed on various celebrities including
film stars and sports personalities such as Krishma Kapoor, cricketer
Srinath, southern celebrities like Vijay in past. And today its brand
ambassadors are Aamir Khan, Aishwarya Rai, Vivek Oberoi.
.

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BRANDS:
Thumps-up is the leading carbonated soft drink and

mosttrusted brand ,it the only soft drink which has a brand loyalty. It was
originally introduced in the year 1977; Thums-up was acquired or merged
by Coca-Cola company in 1993.

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Thums-up is known for its strong, fizzy taste and its
confident, mature and unique masculine attitude. This brand clearly seeks to
separate the men’s from boys.
It is the drink that can cast a tangy refreshing smell on any one . It was
introduced in 1971, since the limca has been the original thirst choice of
millions of consumers over three decades.
The brand has been displaying the healthy volume growth year by year and
limca continues to be the leading flavor soft drink in the
Maaza was launched in 1976. Here was a drink that

offered the same real taste of fruit juices and was available throughout the
year.
In 1993, Maaza was acquired by Coca-Cola India.
Maaza currently dominates the fruit drink category.

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Over the years, brand Maaza has become synonymous
with Mango. This has been the result of such successful campaigns like
"Taaza Mango,Maaza Mango" and "Botal mein Aam, Maaza hain Naam".
Consumers regard Maaza as wholesome, natural, fun drink which delivers
the real experience of fruit.
The current advertising of Maaza positions it as an
enabler of fun friendship moments between moms and kids as moms trust
the brand and the kids love its taste. The campaign builds on the existing
equity of the brand and delivers a relevant emotional benefit to the moms
rightly captured in the tagline "Yaari Dosti Taaza Maaza"
Internationally, Fanta - The 'orange' drink of The Coca-Cola

Company, is seen as one of the favorite drinks since 1940's. Fanta entered
the Indian market in the year 1993.
Over the years Fanta has occupied a strong market place and
is identified as "The Fun Catalyst".
Perceived as a fun youth brand, Fanta stands for its vibrant
color, tempting taste and tingling bubbles that not just uplifts feelings but
also helps free spirit thus encouraging one to indulge in the moment. This
positive imagery is associated with happy, cheerful and special times with
friends

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Worldwide sprite is ranked as the no. 4 soft drink & is sold
in more than 190 countries.
In india, sprite was launched in year 1999 & today it has
grown to be one of the fastest growing soft drinks, leading the clear lime
category.
Today sprite is perceived as a youth icon. Why? With a strong
appeal to the youth, sprite has stood for a straight forward and honest
attitude. Its clear crisp refresh ingrate encourages the today's youth to trust
their instincts ,influence them to be true to who they are and to obey their
thirst.

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Water, a thirst quencher that refreshes, a life giving force
that washes all the toxins away. A ritual purifier that cleanses, purifies,
transforms. Water, the most basic need of life, the very sustenance of life, a
celebration of life itself.
The importance of water can never be understated.
Particularly in a nation such as India where water governs the lives of the
millions, be it as part of everyday rituals or as the monsoon which gives life
to the sub-continent.
Kinley water understands the importance and value of this
life giving force. Kinley water thus promises water that is as pure as it is
meant to be. Water you can trust to be truly safe and pure. Kinley water
comes with the assurance of safety from the Coca-Cola Company. That is
why we introduced Kinley with reverse-osmosis along with the latest
technology to ensure the purity of our product. That's why we go through
rigorous testing procedures at each and every location where Kinley is
produced. Because we believe that right to pure, safe drinking water is

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fundamental.
A universal need, that cannot be left to chance
STEPS TAKEN TO ACHIEVE THE OBJECTIVE

TO DEVELOP THE MARKET OF THE PRODUCT
In order to develop the market of the company various

steps are taken such as placing advertisement boards in various RED outlets,
placing racks of various size in different RED outlets to keep the products of
Coca-Cola in them. Table tops and flanges are also provided where required.
The company provide chillers also to different RED outlets to make the
drinks available in chilled form to the consumers.
RED means Right Execution Daily according to this
various outlets are selected in which the sale of the items of Coca-Cola is
more as compared to other outlets in the market. According to RED all the
RED outlets are visited daily for market development.
OFFERS AND SCHEMES

Various types of schemes and offers are provided by
the company to the distributors, retailers and to the consumers as well.
Offers and schemes are introduced by the company in order to increase the
sale of the products. Generally the schemes are provided in slag seasons.
EXAMPLE:- There was a scheme introduced by the company that on the
purchase of three carats of Coca-Cola an umbrella will be given to the
retailers
This scheme was given to the retailers , in rainy season.
STRATEGIC PLANNING AND IMPLEMENTATION

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Various strategies are planned and implemented
successfully by the company which helps the company to compete in the
market. Sales of the product of the company can only be achieved by better
planning and implementation of the strategies, which is done successfully by
the company. Strategies concerned with sales, generally depends upon the
market situations and competitors of the company.
LAUNCHING OF A NEW PRODUCT

In order to launch a new product a survey was conducted
to assess the demand and sales of similar products which are available in the
market. For this purpose information is taken from various outlets relating to
the average stock of the product available in the market and the approximate
sales per week of the similar products available in the market
The product for which the survey is conducted comes
under the category of preserved (packed) fruit juices

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SECRECY
Coca-Cola was the leading soft drink brand in India

until 1977 when it left rather than reveal its formula to the government and
reduce its equity stake as required under the Foreign Exchange Regulation
Act (FERA) which governed the operations of foreign companies in India.
After a 16-year absence, Coca-Cola returned to India in 1993, cementing its
presence with a deal that gave Coca-Cola ownership of the nation's top soft-
drink brands and bottling network.
AQUISITION
• Coke’s acquisition of local popular Indian brands including Thums

Up (the most trusted brand in India), Limca, Maaza, Citra and Gold
Spot provided not only physical manufacturing, bottling, and
distribution assets but also strong consumer preference.
• This combination of local and global brands enabled Coca-Cola to
exploit the benefits of global branding and global trends in tastes
while also tapping into traditional domestic markets.

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• Leading Indian brands joined the Company's international family of
brands, including Coca-Cola, diet Coke, Sprite and Fanta product
range.
Pricing Strategy
• With its large population and low consumption, the rural market
represented a significant opportunity for penetration and a critical
battleground for market dominance, Competitive Pricing Was
Essential.
• In response, Coke launched a smaller bottle priced at almost 50% of
the traditional package.
• In an effort to make the price point of Coke within reach of this high-
potential market, Coca-Cola launched the Accessibility Campaign,
introducing a new 200ml bottle, smaller than the traditional 300ml
bottle found in urban markets, and concurrently cutting the price in
half,to Rs. 5. This pricing strategy closed the gap between Coke and

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basic refreshments like lemonade and tea, making soft drinks truly
accessible for the first time.
• As early as 1985, Pepsi tried to gain entry into India and finally
succeeded with the Pepsi Foods Limited Project in 1988, as a JV of
PepsiCo, Punjab government-owned Punjab Agro Industrial
Corporation (PAIC), and Voltas India Limited.
• Though Coke benefited from Pepsi creating demand and developing
the market, Pepsi’s head-start gave Coke a disadvantage in the mind
of the consumer.
• Pepsi’s appeal focused on youth and when Coke entered India in 1993
and approached the market selling an American way of life, it failed
to resonate as expected.
• As early as 1985, Pepsi tried to gain entry into India and finally
succeeded with the Pepsi Foods Limited Project in 1988, as a JV of
PepsiCo, Punjab government-owned Punjab Agro Industrial
Corporation (PAIC), and Voltas India Limited.
• Though Coke benefited from Pepsi creating demand and developing
the market, Pepsi’s head-start gave Coke a disadvantage in the mind
of the consumer.
• Pepsi’s appeal focused on youth and when Coke entered India in 1993
and approached the market selling an American way of life, it failed
to resonate as expected.
• Brand Localization Strategy: The Two Indias
URBAN VERSUS RURAL INDIA
• INDIA – A
• INDIA – B

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WAREHOUSING & DELIVERY
In order to make sure the freshest beverages possible get to
you, each warehouse must efficiently manage the thousands of beverages
cases produced each day.
Beverage organization is key, though it's the bottle and can
coding that allow for the necessary precision. From the warehouse, we load
beverages onto our distinctive trucks. Night and day, our trucks are
delivering our refreshing beverages to stores, soda fountains, and vending
machines near you.

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Operations
The Coca-Cola system in India includes 27 company-
owned bottling operations and another 17 franchisee-owned bottling
operations.
During the past decade, The Coca-Cola Company has

invested more than U.S. $1 billion in India, making us one of India's top
international investors. Almost all the goods and services required to
produce and market Coca-Cola are made in India.
The Coca-Cola Company employs approximately 6,000

local people in India; indirectly, our business in India creates employment
for more than 150,000 people.
Scientific Analysis and Government Findings

Coca-Cola India has complied and continues to comply with all Federal and
State laws and regulations in India.
In October 2002, Dr. R.N. Athvale, Emeritus scientist at

the National Geophysical Research Institute in Hyderabad, India studied The
Coca-Cola Company’s bottling plant in Kerala and concluded: “There is no
field evidence of overexploitation of the groundwater reserves in the plant
area.” He added that any aquifer depletion cannot be attributed to the water
extraction in the plant area.
A report from the local Palakkad District Environmental

Protection Council and Guidance Society in June 2002 concluded: "We
declare that there is no environment harassment to the public by the factory
at any level."
Within approximately five kilometers of the Kerala plant

there are about 200 open shallow wells; Coca-Cola uses only two open

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shallow wells within the plant. In the same area there are nearly 150 bore
wells. There are only six bore wells within our plant and the Coca-Cola
plant uses no more than three bore wells at any one time.
In Kerala, where groundwater levels have decreased, the

rainfall has been well below average for several years. The Kerala State
Groundwater Department has said that any depletion in groundwater was
due to poor rainfall and not the plant.
The Central Groundwater Authorities have also confirmed

there were no abnormal changes in groundwater levels around the plant that
can be attributed to the Coca-Cola operation.
State Government figures have confirmed that in some areas

(including Kaladera in Rajasthan), since a Coca-Cola plant has been built
groundwater levels have shown lower levels of depletion than other areas,
and in some areas (including Varanassi in UP) water levels have actually
risen since the plants were built. We believe this is due, in part, to the
rainwater harvesting technology employed at these plants.
Bio-Solids:
The use of ‘sludge,’ or bio-solids -- the end result of the waste water
and water treatment processes that are part of producing our beverages -- as
a soil amendment is a common practice around the world and within the
Coca-Cola System, including in the U.S. (Soil amendments are matters that,
when added to the land, will make the soil healthier by balancing and adding
nutrients, balancing the pH or acidity, and encouraging the presence of
microorganisms.)
Worldwide, Coca-Cola requires all of our plants to monitor

generation, composition and management of the bio-solids that are a
byproduct of our manufacturing operations. A Company-wide bio-solids

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standard issued in 2003 governs the handling and disposal of bio-solids
worldwide in order to ensure responsible environmental performance. We
are also working with the Indian Central Government to ensure that the issue
of a uniform and consistent national regulatory framework is given the full
review it deserves. The Kerala State Pollution Control Board, which
conducted a detailed study, inspecting samples of sludge, well water, treated
water and soil, concluded that the concentration of cadmium and other
heavy metals in the bio-solids are below prescribed limits and, therefore, are
not considered hazardous.
Pesticides:
Testing for pesticides in finished soft drinks is complex and
often produces unreliable and unrepeatable results. For this reason, The
Coca-Cola Company thoroughly treats and tests each of the separate
ingredients of its soft drinks before they are combined to make a finished
soft drink. This is an accurate and reliable way to ensure our soft drinks
remain safe.
Technology to test finished soft drinks for pesticides is

evolving, however, and The Coca-Cola Company is currently sponsoring
research at one of the world’s leading laboratories – Central Science
Laboratories in the United Kingdom – to develop the appropriate technology
and robust protocols with the objective that will enable finished soft drinks
to be tested for pesticide content in the future.
Product Quality:
Throughout all of our operations in India, stringent quality
monitoring takes place covering both the source water we use as well as our
finished product. All of the water used for beverage manufacturing
conforms to drinking water standards, making it safe and ensuring that it
meets the highest international standards, including BIS and EU standards
for drinking water.-
We also test for traces of pesticide in groundwater to the level

of parts per billion. This is equivalent to one drop in a billion drops.
The Coca-Cola Company takes great pride in the fact that we

take every precaution to ensure that our products are world-class and safe
for all our consumers.

31
Diversity
The Coca-Cola Company is built around two core assets, its
brand and its people. These two assets give us the opportunity to keep our
central promise: to refresh the world in mind, body, and spirit, and inspire
moments of optimism; to create value and make a difference. By building an
inclusive workplace environment, The Coca-Cola Company seeks to
leverage its worldwide team, which is rich in diverse people, talent and
ideas.
At The Coca-Cola Company, diversity is not just about
Human Resource policies and practices. It is an integral part of who we are,
how we operate and how we see our future. As a global business, our ability
to understand, embrace and operate in a multicultural world -- both in the
marketplace and in the workplace -- is critical to our sustainability.
We strive for an inclusive culture that is defined by our
seven core values: leadership, passion, integrity, collaboration, innovation,
quality, and accountability. Each day we work to bring these values to life
through our diversity workplace strategy. This strategy includes programs to
attract, retain, and develop diverse talent; provide support systems for
groups with diverse backgrounds; and educate all associates so that we
master the skills to achieve sustainable growth
We define diversity as 1) respecting individuals, 2) valuing
differences, and 3) representing our consumers and the markets where we do
business. Our diversity strategy is centered on the 4Cs: We focus on driving
consumption, fostering commitment, building a culture that values diverse
perspectives, and promoting effective communication and mutual
understanding.
We work hard to ensure an inclusive and fair work
environment for our associates, all of whom undergo diversity training on a
regular basis. Such training includes ongoing dialogue that leads to better
understanding of our colleagues, our suppliers, our customers, our
stakeholders, and ultimately, to greater success in the marketplace.

32
Occupational Safety & Health
At The Coca-Cola Company, our long-term success depends upon ensuring
the safety of our workers, visitors to our operations, and the public. We are
committed to conducting our business in ways that provide all personnel
with a safe and healthy work environment. Our Safety Management System
Standards and supporting requirements for worker safety and loss
prevention are collectively known as "The Coca-Cola Safety Management
System" or "TCCSMS." TCCSMS defines our systematic approach to
managing occupational safety and health and loss prevention. Our system
globally operates under the same standards and requirements.
TCCSMS is aligned with an internationally-recognized safety management
system, BSI OSHAS 18001. This safety management system requires a
commitment to both public safety and to visitors, but we also recognize the
risks and mitigation controls unique to our operations and the franchise
system structure we utilize. TCCSMS is part of our integrated management
system, The Coca-Cola Quality System which incorporates quality,
environment, occupational safety and health, and loss prevention into a
single framework.
To guide us in achieving a safe work environment for our associates,
TCCSMS defines a rigorous set of operational controls to manage the
known aspects and risks of our operations. The controls generally align with
top global requirements and consensus standards. Full implementation of
these controls will ensure that we are providing, on a global basis,
workplaces that meet international standards. Management of change
processes are used to ensure that these controls are affected for changes to
equipment, structures, process and procedures.
TCCSMS also establishes an internal audit process to help us ensure that we
are effectively implementing our operational controls and management
routines. We also engage recognized external audit firms to assess the
compliance status of our manufacturing operation with applicable local
regulations and Company occupational safety and health and loss prevention
requirements. The Company reserves the right to terminate an agreement
with a bottler who cannot demonstrate that they are complying with all
applicable local health, environmental and occupational safety requirements.
they provide substantial training for our associates, using the training
requirements defined in TCCSMS as a global baseline. Training covers new
hire induction and periodic refresher training for all associates and other
workers conducting work on our behalf.

33
Marketplace
When you purchase a Coca-Cola product, you count on its quality. We
market more than 400 brands and over 2,600 beverage products in more
than 200 countries, giving our consumers a choice of still or sparking
beverages that refresh, hydrate, energize or nourish. Each of those products
must be of the highest quality and must meet consumers' changing tastes,
needs and expectations.
In each of the more than 200 countries where we operate, we are an active
member of the business community, working hand in hand with local
individuals, merchants and governments to improve the health and
prosperity of the local economy and environment. We know that the
continued health and sustainable growth of our business depends on the
long-term health of the communities that surround it. We must be profitable
in order to sustain our investment in communities around the world. After
all, we need healthy consumers, communities, environments and economies
for our business to thrive. And, those consumers and communities depend
on businesses like ours to strengthen local economies and invest in social
and environmental programs to help their communities grow.
The Coca-Cola Company received the

following awards during 2006 and
2007
CORPORATE RESPONSIBILITY
 Asia Society Leadership Award (November 2007)
 No. 2, India's Most Respected Fast Moving Consumer Goods
Company, and No. 7, Most Respected Multinational Corporation in India,
Coca-Cola India, BusinessWorld, in conjunction with the Indian Market
Research Bureau (Nov 2007)
 No. 13, World's Most Respected Companies survey, Barron's (Sept
2007)
 No. 1, Food and Beverage Industry Category, Best EthicalQuote
Progress and Best Reported Performance Categories (July 2007)

34
 No. 2, Leaders Across All Sectors for Best Reported Performance,
EthicalQuote (July 2007)
 FTSE4Good Index of Socially Responsible Companies (July 2007)
 No. 4, Most Respected Companies, Coca-Cola India, Business World
(April 2007)
 No. 8, America's Most Responsible Companies Consumer Index
(March 2007)
 Best Sustainability Initiative, eKOfreshment program, Zenith
International Publishing Beverage Innovation Awards (March 2007)
 No. 3, Beverage Industry Category, America's Most Admired
Companies Survey, Fortune magazine (March 2007)
 Corporate Social Responsibility Award, Mexican American Legal
Defense and Education Fund (March 2007)
 Ethical Brand Awards: No. 1 in the U.S., No. 3 in Spain and No. 8 in
France, five-country study by market research group GfK NOP (February
2007)
 Global 100," unranked list of the world's 100 most sustainable
corporations (January 2007)
 Product Innovation & Best Ideas on Social Responsibility Issues,
Coca-Cola Spain, Actualidad Economica (2007)
 Best Companies of the Year, Coca-Cola Spain, Dirigentes (2007)
 Best Professional Ethics - 3rd Place, Coca-Cola Spain, Actualidad
Economica (2007)
 Argentina's Most Admired Companies Ranking (October 2006), 2006
Corporate Social Responsibility Award, American Chamber in Shanghai
(September 2006), Leader in Corporate Social Responsibility, Gerente
(September, 2006
 Citizenship efforts, Committee for Economic Development (June
2006)
 Social reporting transparency, Roberts Environmental Center (January
2006)
WORKPLACE

35
Madrid Flexible Firm Awards for policies to help employees balance work
and family life, Coca-Cola Spain, Autonomous Government of Madrid
Region (November 2007)
 Strategic HR Leadership Award, Manifesto for Growth, Society for
Human Resource Management (October 2007)
 Star Status for employee safety and health initiatives, Occupational
Safety and Health Administration Voluntary Protection Program,
Caribbean Refrescos Inc. concentrate plant (Puerto Rico) (August 2007)
 40 Best Companies for Diversity, 3rd year in a row, Black Enterprise
magazine (June 2007)
 Student Employer of the Year, Polish Students Community (June
2007)
 America's Top Corporations for Women's Business Enterprises,
Women's Business Enterprise National Council (March 2007)
 Top 25 Employers for African-American Women, ESSENCE
magazine (March 2007)
 25 Great Places to Work, Essence Magazine (March 2007), No. 4, Top
Companies For Diversity, DiversityInc (March 2007),
 Top 50 Companies for Supplier Diversity, Hispanic Trends (March,
2007)
 No. 10, 2006 Best Companies for Leaders, Hay Group in partnership
with Chief Executive magazine (February 2007)
 Top 50 Companies for Latinas to Work for in the United States,
Latina Style (February 2007)
 Health Promoting Company 2006 Award, Coca-Cola HBC Estonia,
Estonian Health Development Institute (January 2007)
 Chairman's Award, U.S. Hispanic Chamber of Commerce Foundation
(October 2006),
 Companies That Inspire, Companion magazine (Ukraine) (October
2006),
 Recognition, Coca-Cola Africa HIV/AIDS workplace programs,
HIV/AIDS Business Coalition Tanzania (September 2006)
 10-year Partnership Award, McDonald's Gulf Co-op (September
2006)
 Best Places to Work in Chile, Capital magazine (September 2006),
 IABC Silver Quill Award, 2005 Annual Review (August 2006),
 Best Employer of the Year, Polish students community (June 2006)
 One of 40 Best Companies for Diversity, Black Enterprise (2006)
 International Leadership Award, Anti-Defamation League (2006)
 Top 100 Ideal Employers for African-Americans, Savoy Professional
magazine (Universum Communications study) (2006)

36
 2006 ROBIE Achievement in Industry Award for efforts to promote
minority recruitment and advancement, Jackie Robinson Foundation
(2006),
 #3 The DiversityInc Top 50 Companies for Diversity (2006)
 Best Management Award in the State for people management
practices, Hindustan Coca-Cola Beverages Pvt. Ltd., government of
Andhra Pradesh (2006)
Women's Business Enterprise National Council (2006)
 Top 100 Companies Providing Most Opportunities for Hispanics,
Hispanic magazine (2006, 2005)
MARKETPLACE
 AFDO Endowment Foundation Award for Corporate Leadership,

Association of Food and Drug Officials, (July 2007)
 Name and Praise press conference for commitments on marketing to
children, Markos Kyprianou, EU Commissioner for Health (November
2006)
 Britain’s Most Valuable Grocery Brand, Coca-Cola, AC Nielsen
(October 2006)
 Top 10 Socially Responsible Brands, Coca-Cola, Alloy Media +
Marketing (ranked by U.S. college students) (June 2006)
 International Supplier of the Year, Wal-Mart (May 2006)
ENVIRONMENT
 Finalist, Water Stewardship Initiatives, Coca-Cola China, Secretary of
State's 2007 Award for Corporate Excellence (ACE) (September 2007)
 Bronze Star for Best Use of Innovative Materials, Chaudfontaine 0.5l
RGB environmental friendly transparant label (first time compatible with
reusable bottle), Starpack Industry Awards (May 2007)
 Green End User of the Year (small projects), eKOfreshment
compression (used in coolers and vending machines), Cooling Industry
Awards (March 2007)
 Bhagidari Award, Coca-Cola India water conservation and
environmental management, Delhi government (February 2007),

37
 Golden Flame Award, "Water is Life" video, International Association
of Business Communicators (IABC) (October 2006)
 2006 Cooling Industry Awards (October 2006),
 United States Environmental Protection Agency Climate Protection
Award, "Refrigerants, Naturally," (industry alliance co-founded with
McDonald's and Unilever) (2006), Ministry of the Environment Award,
Coca-Cola Korea Bottling Company (July 2006)
 Jilin Environment Friendly Enterprise, Jilin COFCO Coca-Cola
Beverages Co., Ltd., China (2006)
 Pollution Control Award 2005-2006, Coca-Cola India Patna Unit,
Bihar State Pollution Control Board (June 2006)
 Golden Peacock Environment Management Special Commendation
Award, World Environment Foundation (June 2006)
 Environmental Award, Coca-Cola Korea Bottling Company, Minister
of Environment (June 2006)
COMMUNITY
 Biggest Givers in Corporate Philanthropy, BusinessWeek (November
2007)
 Community Excellence Award for efforts to promote HIV/AIDS
education and prevention in China, The Global Business Coalition on
HIV/AIDS, Tuberculosis and Malaria (GBC) (June 2007)
 Best Sustainability Initiative, eKOfreshment program, Zenith
International Publishing Beverage Innovation Awards (March 2007)
 Special Award for UNESDA commitments on health and wellness,
Zenith International Publishing Beverage Innovation Awards (March
2007)
 Corporate Social Responsibility Award, Mexican American Legal
Defense and Education Fund (March 2007)
 Gold, Best Charity Marketing, Coca-Cola Philippines Calories for a
Cause program, Marketing Agencies Association Globes Awards (March
2007)
 Gold, Best Charity Marketing; Best in Philippines - (Singapore),
Coca-Cola Philippines Calories for a Cause program, Promotions
Marketing Awards of Asia (March 2007)
 Most Valuable Grassroots Football Event, Coca-Cola Cup in
Kazakhstan, UEFA (European football's governing body) (February 2007)

38
 Coca-Cola Designated Driver Award, Public Relations Institute of
Ireland (January 2007)
 Advertiser Seal of Approval, Parents Television Council (October
2006), Recognition, contributions to the social development of Nigerian
communities, HOPE Worldwide Nigeria (October 2006),
 Asian Corporate Social Responsibility Awards (September, 2006),
Guangming Daily CSR Award, Coca-Cola China Project Hope education
program and HIV/AIDS prevention initiatives (September 2006), Best
Partnership Award, Chinese Society Model Philanthropy Projects
(September 2006),
 Top Charity Multinational Companies, China Philanthropy Times
(April 2006),
DIVERSITY
 Diversity Leadership Award (November 2007)

 "18 People You Should Know," Johnnie B. Booker, director of
Supplier Diversity, Upscale magazine (August 2007)
 40 Best Companies for Diversity, 3rd year in a row, Black Enterprise
magazine (June 2007)
 2007 Ellis Island Medal of Honor, Tom Mattia, senior vice president
and director, Worldwide Public Affairs and Communications, National
Ethnic Coalition of Organizations (May 2007)
 Law Inc.'s Corporate Diversity Pipeline Award, Legal Division (May
2007)
 Top 25 Employers for African-American Women, ESSENCE
magazine (March 2007)
Women's Business Enterprise National Council (March 2007)
 Hyacynth Equality Award, Equality Association of Poland (March
2007)
 Highest Corporate Diversity Index, TEGL (Economic Society of Gay
and Lesbian Association) (March 2007)
 Top 50 Companies for Latinas to Work for in the United States,
Latina Style (February 2007)
 25 Great Places to Work, Essence Magazine (March 2007),

39
 No. 4, Top Companies For Diversity, DiversityInc (March 2007), Top
50 Companies for Supplier Diversity, Hispanic Trends (March, 2007)
 Chairman's Award, U.S. Hispanic Chamber of Commerce Foundation
(October 2006),
 14th best company for Hispanics, Hispanic Business magazine
(September 2006 )
 Corporation of the Year, Latin American Association (2006)
 One of 40 Best Companies for Diversity, Black Enterprise (2006),
 International Leadership Award, Anti-Defamation League (2006),
 Top 100 Ideal Employers for African-Americans, Savoy Professional
magazine (Universum Communications study) (2006),
 Top 50 Companies for Diversity, DiversityInc magazine (2006) ,
 America’s Top Corporations for Women’s Business Enterprises,
Women’s Business Enterprise National Council (2006),
 2006 ROBIE Achievement in Industry Award for efforts to promote
minority recruitment and advancement, Jackie Robinson Foundation
(2006),
 Top 100 Companies Providing Most Opportunities for Hispanics,
Hispanic Magazine (2006)
 Top 50 Corporations for Supplier Diversity, Hispanic Trends (2006)
BRANDS
 Ireland's No. 1 Grocery Brand, Coca-Cola, Coke Zero and Diet Coke,
Checkout magazine (September 2007)
 South Africa consumers' favorite brand, Coca-Cola, Markinor/Sunday
Times Top Brands survey (August 2007)
 Best Mineral Water in Hungary, NaturAqua, Nõk Lapja (August 2007)
 No. 1 for the seventh consecutive year, 100 Best Global Brands, Coca-
Cola, BusinessWeek/Interbrand (July 2007)
 No. 1, Harris Interactive Poll of Best Brands, Coca-Cola (July 2007)
 Most Trusted Soft Drink in Hungary, Coca-Cola, Reader's Digest
Hungary (May 2007)
 Gold Award - Best Metal Package, Burn 250ml aluminium bottle,
Starpack (May 2007)
 World's Fourth Most Powerful Brand, Coca-Cola, Millward Brown
Optimor study in cooperation with Financial Times (April 2007)

40
 No. 1 Sparkling Beverage Brand, Coca-Cola, Millward Brown Optimor
study in cooperation with Financial Times (April 2007)
 Beverage Innovation Award/Best New Adult Drink - 2nd place, Coca-
Cola Blak, UNESDA (March 2007)
 Best Campaign, Burn relaunch, GLTB (Gay, Lesbian, Trans and
Bisexual) Business Association (March 2007)
 Product of the Year - Best Energy and Isotonic Drinks Category,
POWERADE, Produkt Roku Sp z o.o. (February 2007)
 Ethical Brand Awards, Coca-Cola: No. 1 in the U.S., No. 3 in Spain and
No. 8 in France, market research group GfK NOP (February 2007)
 Most Valuable Brand, The Coca-Cola Company, Brand-Finance Ranking
(2007)
 Most Valuable Brand for 7th consecutive year, The Coca-Cola Company,
IPMARK (2007)
 Top 3 Most Valuable Brands, Coca-Cola, Milward Brown Optimar
(2007)
 Innovation of the Year, Coca-Cola Zero, Lebensmittel Praxis trade
magazine (2007)
 Product of the Year, Coca-Cola Zero, Sotto Tempo (2007)
 Beverage Innovation Awards - 2nd Place Best Overall Concept, Minute
Maid, UNESDA (2007)
 Campaign of the Year, Coca-Cola light, Cable and Satellite Broadcasting
Association of Asia Awards (November 2006),
 2006 Can of the Year, Coca-Cola Blak, The Canmaker Summit (October
2006)
 Product of the Year, Non-Alcoholic Beverages Category, Coca-Cola
Zero, Lebensmittel Praxis (October 2006)
 Brand of the Year, Kropla Beskidu, Media & Marketing magazine
(October 2006)
 Most Powerful Brand, Leading Brand, Coca-Cola, P&M and Gerente
magazines (September 2006),
 Most Trusted Brands, Coca-Cola, Reader's Digest in India (September
2006)
 Ireland's No. 1 retail brand, Coca-Cola, Checkout magazine study
(August 2006),
 BusinessWeek/ Interbrand Global Brand Rankings (#1 six years running),
Coca-Cola (July 2006),
 Best Brand Poll (#3), Coca-Cola, Harris Interactive (June 2006)
 Top 10 Socially Responsible Brands, Coca-Cola, Alloy Media +
Marketing (ranked by U.S. college students) (June 2006)

41
MARKETING
Best In Show honors, "The Extreme Diet Coke & Mentos Experiments,"
OMMA Awards (October 2007)
 Bronze Award, International category, "The Coke Show - Coca-Cola's
Consumer Generated Media Approach," MIXX Awards (October 2007)
 Silver Award, Brand Awareness/Positioning category, "The Coke
Show - Coca-Cola's Consumer Generated Media Approach, " MIXX
Awards (October 2007)
 Silver Award, Mobile Platforms category, "Sprite Obey," MIXX
Awards (October 2007)
 Silver Award, VOD and Interactive Television category, "Sprite H2O:
Hip Hop on Demand," MIXX Awards (October 2007)
 Food & Beverage Team of the Year Award, Company's Trademark
Function, World Trademark Review magazine (August 2007)
 "Lion d'Or" (Golden Lion) - Best Internet Copy, "Video Game" ad,
International Advertising Festival (Cannes) (June 2007)
 Best Communication Strategy, Coca-Cola France "We All Speak
Football" campaign, Strategies magazine (June 2007)
 2007 Public Relations Society of America (PRSA) Awards, "Walking
the Talk to Sustainable Growth - Blog Blast '06" and video showcasing
McDonald's Division's post-Katrina community service efforts in New
Orleans (June 2007)
 Best Advertiser Award 2006, Coca-Cola (Japan) Company, Ltd.
(CCJC), CM Data Bank (May 2007)
 Grand Kam Fan Award, Coca-Cola China, Association of Accredited
Advertising Agencies of Hong Kong (HK4As) (April 2007)
 Coke.com named finalist in nonalcoholic beverages category, New
York Festivals Interactive Advertising Competition (April 2007)
 Best Campaign, Burn relaunch, GLTB (Gay, Lesbian, Trans and
Bisexual) Business Association (March 2007)
 Wayne Rooney Short Film named finalist, Revolution Awards (March
2007)
 Coke.com/Music named finalist, Revolution Awards (March 2007)
 No. 3 in the U.S. and No. 12 globally, Financial Times/Bowen Craggs
Index of Corporate Website Effectiveness, www.thecoca-
colacompany.com, (March 2007)

42
 Bronze Reggie Award for International/Global Promotion, World Cup
Trophy Tour by Coca-Cola (March 2007)
 Gold, Best Charity Marketing, Coca-Cola Philippines Calories for a
Cause program, Marketing Agencies Association Globes Awards (March
2007)
 Gold, Best Charity Marketing; Best in Philippines - (Singapore),
Coca-Cola Philippines Calories for a Cause program, Promotions
Marketing Awards of Asia (March 2007)
 Bronze for Lose/Gain Posters - Manila, Coca-Cola Philippines
Calories for a Cause program, Araw Values Awards (March 2007)
 Top Soft Drink Ad, "First Taste," USA TODAY's Ad Meter, a real-time
consumer focus group ranking of all Super Bowl commercials (February
2007)
 Advertiser of the Year Award, Coca-Cola Spain, Anuncios Awards
(2007)
 Top Honors, Film Category, Coke Side of Life campaign "Happiness
Factory" ad, 20th annual Epica Awards (December 2006)
 No. 3, Top 10 Ads, Coke Side of Life campaign "Happiness Factory"
ad, Creativity magazine (December 2006)
 Bronze Lion Award, Coke Side of Life "What Goes Around" ad,
Cannes Lions International Advertising Festival (December 2006)
 No. 2 viral video, Diet Coke and Mentos online ad, Advertising Age
(December 2006)
 Coke.com named Best Website, British Interactive Marketing
Association (November 2006)
 Advertiser Seal of Approval, Parents Television Council (October
2006),
 Top Honors, Ramadan-themed print ad, Advertising Association of
Ghana’s (AAG) annual Gong-Gong Awards Program for Creative
Excellence (October 2006)
 "Advertiser Planning" Honor, Coca-Cola Japan "Refreshing Person to
Person, Coca-Cola" corporate advertisement series, 26th "Newspaper
Advertising Awards, (September 2006),
 Best Breakthrough Advertising, Malaysia World Cup Campaign, Asia
Interactive Awards (September 2006), Most Responsible Advertisers (#8),
The Parents Television Council (PTC) (August 2006),
 Finalist, Best Breakthrough Website, Qoo, Asia Interactive Awards
(August 2006),
 Coca-Cola, Coca-Cola Zero ads, Cannes Festival,
 Star Choice Award, Coca-Cola Zero,

43
44
CONCLUSION
After doing a dissertation this company I conclude that

the company possesses a grater market share as compared to its competitors.
Steps are taken by the company at regular interval in order to assess and
increase the sales of the products of the company. Various schemes are
launched by the company as and required.
Market development is another area in which the
company pays more attention many activities of the company is directed
towards market development. In market development it is seen that proper
implementation of the advertisement policies takes place .
In order to assess the sales of the products of the
company regular research is done to check the stock of the products
maintained in various outlets and the sales as well.
The company maintains a RED diary with the help of
which proper implementation of policies at operative level takes place.
The company maintains a very high standard as far as
quality is concerned. The company pays attention on three things i.e.
Quality, Availability of products, and the product should be served Chilled.
Advertisement plays an important role in deciphering
the information to the consumer as television viewing is almost 100%. The
advertisement frequency of Coca cola is more as compared to other
companies. The influence of celebrity is also establishing the credibility to
consumers about the product.

45
BIBLIOGRAPHY
Reference Books
 Philip Kotler- Marketing Management - south Asian edition TATA
McGraw HILL
 John C Mowen & Michael Minor -Consumer Behavior
 R.S.Pillai- Modern marketing management
Journal
 Indian management
 The Indian journal of marketing.
MAGAZINES
 Business World
 India Today
 Sports Stars
WEBSITES
 www.google.com
 www.askjeeves.com
 www.pepsico.in
 www.cocacola.co.in
 www.nagpurkhoj.com

46
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“Study of

With the help of :

AMAR KUMAR GUPTA Page 1 8/5/2018

I take this opportunity to acknowledge the deep

sense of gratitude towards my friend ARSHAD, whose valuable

co-operation and guidance resulted in successful completion of this

dissertation. He not only encouraged me throughout the project but

made numerous valuable suggestions and corrections which have

greatly improved the quality of work.

AMAR KUMAR GUPTA

AMAR KUMAR GUPTA Page 2 8/5/2018

2. MISSION, VISION & VALUES

4. COCA COLA IN INDIA

8. AWARDS 2006 & 2007

AMAR KUMAR GUPTA Page 3 8/5/2018

Mission, Vision & Values

AMAR KUMAR GUPTA Page 4 8/5/2018

 Profit: Maximizing return to shareowners while being mindful of our

 Leadership: "The courage to shape a better future"

AMAR KUMAR GUPTA Page 5 8/5/2018

World of Coca-Cola encompasses the rich history and progress of

AMAR KUMAR GUPTA Page 6 8/5/2018

Kettle in his backyard. He first distributed the new

AMAR KUMAR GUPTA Page 7 8/5/2018

AMAR KUMAR GUPTA Page 8 8/5/2018

COCA-COLA FIRST BOTTLED

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THE BOTTLING SYSTEM

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THE NAGPUR PLANT

In Nagpur, The Superior Drinks Pvt.Ltd. has established

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AMAR KUMAR GUPTA Page 13 8/5/2018

When coke re-entered India it found Pepsi had

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Thumps-up is the leading carbonated soft drink and

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Maaza was launched in 1976. Here was a drink that

AMAR KUMAR GUPTA Page 18 8/5/2018

Internationally, Fanta - The 'orange' drink of The Coca-Cola

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STEPS TAKEN TO ACHIEVE THE OBJECTIVE

In order to develop the market of the company various

OFFERS AND SCHEMES

STRATEGIC PLANNING AND IMPLEMENTATION

AMAR KUMAR GUPTA Page 22 8/5/2018

LAUNCHING OF A NEW PRODUCT

AMAR KUMAR GUPTA Page 23 8/5/2018

Coca-Cola was the leading soft drink brand in India

• Coke’s acquisition of local popular Indian brands including Thums

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URBAN VERSUS RURAL INDIA

AMAR KUMAR GUPTA Page 27 8/5/2018

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During the past decade, The Coca-Cola Company has

The Coca-Cola Company employs approximately 6,000

Scientific Analysis and Government Findings