STRATEGIES ADOPTED BY
INDIAN LEADING COMPANIES
-Sowmya Kamaraj(20mcs031), PSG college of arts and
science
OUR COMPANY
The Coca-Cola Company is a total beverage
company, offering over 500 brands in more
than 200 countries and territories.
The beverage brands include the following
category: sparkling soft drinks; water and
sports drinks; juice, dairy, and plant-based
beverages; tea and coffee; and energy
drinks.
th
It was invented in the late 19 century Dr
John S Pemberton invented Coca-Cola on
8th May 1886 in Atlanta, Georgia. He tried it
out on customers at his local chemist, Jacobs'
Pharmacy, where it proved so popular it
immediately went on sale at five cents a
glass
The
drink’s
name
refers to
two of
its
ingredients “coca leaves” and “kola nuts”We
are passionate about beverages around the
world, with around 200 brands — from
Coca-Cola, to smartwater, to Costa coffee.
Our people are as diverse as our
communities, with 700,000+ employees
across company and bottling partners. We do
business the right way, not just the easy way.
Our people create a culture of inclusion,
curiosity and diversity — at work and in our
communities. We celebrate our company’s
rich history. The iconic moments from our
past continue to shape our future.
BRANDS
Sprite is a lemon-lime flavored soft drink with
a crisp, clean taste that gives you the ultimate
cut-through refreshment.
With
more than 100 different flavors and varieties
from orange juice to apple juice, and
lemonades to punches, we use the freshest
ingredients to ensure you get the highest
quality juices.
SUSTAINABLE BUSINESS
We act in ways to create a more sustainable
and better shared future. To make a difference
in people's lives, communities and our planet
by doing business the right way.
We are evolving our business strategy to
become a total beverage company by giving
people more of the drinks they want. This
strategy includes changing recipes to reduce
added sugar, promoting low and no-sugar
beverage options, making smaller packages
available in more places, and expanding our
range of beverages available to consumers.
The Coca-Cola Company supports the current
recommendations of several leading health
authorities that individuals should not
consume more than 10% of their total calories
from added sugar. We are taking action on
added sugar reduction even where it means
changes to our most popular, time-tested
products—putting our strength in innovation
to meet our consumers’ evolving needs.
Innovating the Way We Do Business
Coca-Cola is evolving its business strategy to
become a total beverage company by giving
people more of the drinks they want –
including low and no-sugar options across a
wide array of categories –in more packages
sold in more locations.
Building a portfolio of “consumer-centric
brands” requires shifting focus from what the
company wants to sell to what consumers
want to buy, explains President and Chief
Operating Officer James Quincey, who
shared this strategy as part of the company’s
vision for future growth
Responding to Consumer Demands
Quincey, who has been tapped to become
Coke’s CEO in May, said the company’s
multifaceted approach to meet changing
tastes and needs includes reducing sugar and
calories across many brands; offering new
drinks that provide health benefits like
hydration and nutrition; expanding the
availability of smaller, more convenient
packages to help people control sugar more
easily; and providing clear, easy-to-find
calorie information to help people make
informed decisions without the guesswork.
Putting the consumer first, Quincey said,
starts with rethinking some of the company’s
beverage recipes to reduce sugar, and
investing to make the next generation of zero-
calorie sweeteners. The goal is to give people
the low and no-sugar drinks they want
without having to give up the great tastes they
know and love.
Supporting Lower Sugar
At the same time, The Coca-Cola Company
supports the current recommendations of
several leading health authorities, including
the World Health Organization (W.H.O.), that
people should limit their intake of added
sugar to no more than 10 percent of their total
daily calorie/energy intake.
“We’ve begun our journey toward that goal,”
Quincey said, citing efforts to make low-and
no-sugar drinks more visible and easier to
find, and bringing more offerings like organic
tea, coconut water, dairy, grab-and-go coffee,
juices and purified waters to more people in
more places.
In 2017, the company will reduce sugar in
more than 500 of its drinks around the globe
–adding to the 30 percent of more than 3,900
beverages that already fall into the low or no-
sugar category.
Building Portfolio Awareness
The company is also investing more of its
marketing dollars to build awareness of its
low-and no-sugar drinks. For example, the
“One Brand” global marketing strategy
launched in early-2016 unites all four
Trademark Coca-Cola brands – Coca-Cola,
Coke Zero, Diet Coke/Coca-Cola Light, and
Coca-Cola Life – in the “Taste the Feeling”
creative campaign, underscoring the
company’s commitment to offering a Coca-
Cola for all tastes and lifestyles.
'We’re listening carefully and working to
ensure that consumers are firmly at the center
of our business so we can continue to grow
responsibly. If we embrace where the
consumer is going, our brands will thrive, and
our system will continue to grow.'
"We’re listening carefully and working to
ensure that consumers are firmly at the center
of our business so we can continue to grow
responsibly. If we embrace where the
consumer is going, our brands will thrive, and
our system will continue to
What is in our products is essential. We use
the highest quality and cutting-edge
ingredients, provide reduced and no sugar
alternatives, and source sustainably and
ethically.
World Without Waste
The interconnected global challenges of
packaging waste and climate change have
made this a focus that we are taking a
leadership position on. Our company and our
bottling partners are taking a hard look at the
packaging we use and how we can drive
change.
We are implementing innovative initiatives
all around the world with each regional team
driving a plan with strong executive focus.
60% collection rate across all consumer
packaging
The equivalent of 60% of bottles and cans we
introduced into the market were refilled,
collected or recycled.
We have work to do in closing the gap on the
outstanding 40%. It’s a challenge we are
committed to working toward—and the
foundation for our partnerships and
investments.
Better shared future
Our programs focus on improving
community access to water and sanitation,
while promoting improved hygiene
behaviors to make positive impacts on health
and development.
STRATEGIES FOLLOWED BY COCA-
COLA INDIA
MARKETING STRATEGIES:
ADVERTISEMENT
The poster from 1900
Advertisement through various medias like
newspaper, magazines and internet.
Coca-cola also advertised in cinemas where
the advertisement is played before the movie
or showing the drink being consumed by the
lead role.
Posters and billboards are also widely used
by coca-cola for promotion.
Most commonly it is displayed on public
transports, shops and restaurants.
The coca-cola promoted its product by
providing marker refrigeration and cooling
needs to the retailers
Coca-cola made people think that is trendy
and stylish to drink coca-cola by paying
famous individuals in their advertisement.
Through advertisement and all the above
points coca-cola tries to make a customer
believe that it is a part of lifestyle.
BRANDING
Coca-Cola is a well-known brand as its origin
is from the 19th century.
Customer tends to trust a branded product and
often spend an extra penny. In that case coca-
cola earned a very good place in the customer
heart.
Coca-cola made many investments in their ad
to earn customers.
In order to establish a strong base in India,
Coca-Cola took over parle foods and acquired
local brands like thums up, limca, maaza
etc.…..
CONCLUSION
A culture of innovation, teamwork and
partnership means that the company has a
firm foundation of relationship a
communication channels on which to build its
growth. Good understanding of behaviour of
customers were places in different situations.
Coca cola did not acquire success in overnight
it worked hard to achieve success.
CORPORATE SOCIAL
RESPONSIBILITY
CSR is a self-regulating business model that
helps a company to be socially accountable
to itself and the public.
The coca-cola company has undertaken the
positively impact the social, environmental
programs in India with focus on three main
areas water, agriculture and recycling.
It is also one of the strategies followed by
coca-cola to attract customers.
Coca-cola properly understood and executed
CSR and it is a win-win strategy that
benefits the company and the society