CHAPTER 1- INTRODUCTION

1.1 COMPANY PROFILE & HISTORY

The Coca-Cola Compan

1!!"-#$ A%lan%a &e'(nn(n')

It was 1886, and in New York Harbor, workers were constructing the Statue of Liberty. ight hundred !i"es away, another great #!erican sy!bo" was about to be un$ei"ed.

Like !any %eo%"e who change history, &ohn 'e!berton, an #t"anta %har!acist, was ins%ired by si!%"e curiosity. (ne afternoon, he stirred u% a fragrant, cara!e")co"ored "i*uid and, when it was done, he carried it a few doors down to &acobs+ 'har!acy. Here, the !i,ture was co!bined with carbonated water and sa!%"ed by custo!ers who a"" agreed )) this new drink was so!ething s%ecia". So &acobs+ 'har!acy %ut it on sa"e for fi$e cents a g"ass.

'e!berton+s bookkee%er, -rank .obinson, na!ed the !i,ture /oca)/o"a0, and wrote it out in his distinct scri%t. 1o this day, /oca)/o"a is written the sa!e way. In the first year, 'e!berton so"d 2ust 3 g"asses of /oca)/o"a a day.

# century "ater, 1he /oca)/o"a /o!%any has %roduced !ore than 14 bi""ion ga""ons of syru%. 5nfortunate"y for 'e!berton, he died in 1888 without rea"i6ing the success of the be$erage he had created.

($er the course of three years, 1888)1831, #t"anta business!an #sa 7riggs /and"er secured rights to the business for a tota" of about 82,944. /and"er wou"d beco!e the /o!%any+s first %resident, and the first to bring rea" $ision to the business and the brand.

1!#*-1#+, &e on- A%lan%a

#sa 7. /and"er, a natura" born sa"es!an, transfor!ed /oca)/o"a fro! an in$ention into a business. He knew there were thirsty %eo%"e out there, and /and"er found bri""iant and inno$ati$e ways to introduce the! to this e,citing new refresh!ent. He ga$e away cou%ons for co!%"i!entary first tastes of /oca)/o"a, and outfitted distributing %har!acists with c"ocks, urns, ca"endars and a%othecary sca"es bearing the /oca)/o"a brand. 'eo%"e saw /oca)/o"a e$erywhere, and the aggressi$e %ro!otion worked. :y 183;, /and"er had bui"t syru% %"ants in /hicago, <a""as and Los #nge"es.

Ine$itab"y, the soda+s %o%u"arity "ed to a de!and for it to be en2oyed in new ways. In 183=, a >ississi%%i business!an na!ed &ose%h :iedenharn beca!e the first to %ut /oca)/o"a in bott"es. He sent 12 of the! to /and"er, who res%onded without enthusias!. <es%ite being a bri""iant and inno$ati$e business!an, he didn+t rea"i6e then that the future of /oca)/o"a wou"d be with %ortab"e, bott"ed be$erages custo!ers cou"d take anywhere. He sti"" didn+t rea"i6e it fi$e years "ater, when, in 1833, two /hattanooga "awyers, :en2a!in -. 1ho!as and &ose%h :. ?hitehead, secured e,c"usi$e rights fro! /and"er to bott"e and se"" the be$erage )) for the su! of on"y one do""ar.

1#+.-1! Sa/e'0a1-(n' %he 21an-

I!itation !ay be the sincerest for! of f"attery, but 1he /oca)/o"a /o!%any was none too %"eased about the %ro"iferation of co%ycat be$erages taking ad$antage of its success. 1his was a great %roduct, and a great brand. :oth needed to be %rotected. #d$ertising focused on the authenticity of /oca)/o"a, urging consu!ers to @<e!and the genuine@ and @#cce%t no substitute.@

1he /o!%any a"so decided to create a distincti$e bott"e sha%e to assure %eo%"e they were actua""y getting a rea" /oca)/o"a. 1he .oot 7"ass /o!%any of 1erre Haute, Indiana, won a contest to design a bott"e that cou"d be recogni6ed in the dark. In 1316, they began !anufacturing the fa!ous contour bott"e. 1he contour bott"e, which re!ains the signature sha%e of /oca)/o"a today, was chosen for its attracti$e a%%earance, origina" design and the fact that, e$en in the dark, you cou"d identify the genuine artic"e.

#s the country roared into the new century, the /oca)/o"a /o!%any grew ra%id"y, !o$ing into /anada, 'ana!a, /uba, 'uerto .ico, -rance, and other countries and 5.S. territories. In 1344, there were two bott"ers of /oca)/o"aA by 1324, there wou"d be about 1,444.

1#1#-1#,+ The 3oo-10// Le'ac

'erha%s no %erson had !ore i!%act on 1he /oca)/o"a /o!%any than .obert ?oodruff. In 1329, four years after his father rnest %urchased the /o!%any fro! #sa /and"er, ?oodruff beca!e the /o!%any %resident. ?hi"e /and"er had introduced the 5.S. to /oca)/o"a, ?oodruff wou"d s%end !ore than 64 years as /o!%any "eader introducing the be$erage to the wor"d beyond.

?oodruff was a !arketing genius who saw o%%ortunities for e,%ansion e$erywhere. He "ed the e,%ansion of /oca)/o"a o$erseas and in 1328 introduced /oca)/o"a to the ("y!%ic 7a!es for the first ti!e when /oca)/o"a tra$e"ed with the 5.S. tea! to the 1328 #!sterda! ("y!%ics. ?oodruff %ushed de$e"o%!ent and distribution of the si,)%ack, the o%en to% coo"er, and !any other inno$ations that !ade it easier for %eo%"e to drink /oca)/o"a at ho!e or away. 1his new thinking !ade /oca)/o"a not 2ust a huge success, but a big %art of %eo%"e+s "i$es.

1#,1-.# The 4a1 & (%) le'ac

In 13=1, #!erica entered ?or"d ?ar II. 1housands of !en and wo!en were sent o$erseas. 1he country, and /oca)/o"a, ra""ied behind the!. ?oodruff ordered that @e$ery !an in unifor! gets a bott"e of /oca)/o"a for ; cents, where$er he is, and whate$er it costs the /o!%any.@ In 13=9, 7enera" <wight <. isenhower sent an urgent cab"egra! to /oca)/o"a, re*uesting shi%!ent of !ateria"s for 14 bott"ing %"ants. <uring the war, !any %eo%"e en2oyed their first taste of the be$erage, and when %eace fina""y ca!e, the foundations were "aid for /oca)/o"a to do business o$erseas.

?oodruffBs $ision that /oca)/o"a be %"aced within @ar!+s reach of desire,@ was co!ing true )) fro! the !id)13=4s unti" 1364, the nu!ber of countries with bott"ing o%erations near"y doub"ed. 'ost)war #!erica was a"i$e with o%ti!is! and %ros%erity. /oca)/o"a was %art of a fun, carefree #!erican "ifesty"e, and the i!agery of its ad$ertising )) ha%%y cou%"es at the dri$e)in, carefree !o!s dri$ing big ye""ow con$ertib"es )) ref"ected the s%irit of the ti!es.

1#"+-!1 A 4o1l- o/ c0)%ome1)

#fter C4 years of success with one brand, /oca)/o"a0, the /o!%any decided to e,%and with new f"a$orsD -anta0, origina""y de$e"o%ed in the 13=4s and introduced in the 13;4sA S%rite0 fo""owed in 1361, with 1#:0 in 1369 and -resca0 in 1366. In 1364, 1he /oca)/o"a /o!%any ac*uired 1he >inute >aid /o!%any, adding an entire"y new "ine of business )) 2uices )) to the /o!%any.

1he /o!%any+s %resence wor"dwide was growing ra%id"y, and year after year, /oca) /o"a found a ho!e in !ore and !ore %"acesD /a!bodia, >ontserrat, 'araguay, >acau, 1urkey and !ore.

#d$ertising for /oca)/o"a, a"ways an i!%ortant and e,citing %art of its business, rea""y ca!e into its own in the 13C4s, and ref"ected a brand connected with fun, friends and good ti!es. 1he internationa" a%%ea" of /oca)/o"a was e!bodied by a 13C1 co!!ercia", where a grou% of young %eo%"e fro! a"" o$er the wor"d gathered on a hi""to% in Ita"y to sing @I+d Like to :uy the ?or"d a /oke.@

In 13C8, 1he /oca)/o"a /o!%any was se"ected as the on"y /o!%any a""owed to se"" %ackaged co"d drinks in the 'eo%"e+s .e%ub"ic of /hina.

1#!$-!# D(e% co5e an- ne4 co5e

1he 1384s )) the era of "egwar!ers, headbands and the fitness cra6e, and a ti!e of !uch change and inno$ation at 1he /oca)/o"a /o!%any. In 1381, .oberto /. 7oi6ueta beca!e chair!an of 1he :oard of <irectors and / ( of 1he /oca)/o"a /o!%any. 7oi6ueta, who f"ed /astro+s /uba in 1361, co!%"ete"y o$erhau"ed the /o!%any with a strategy he ca""ed @inte""igent risk taking.@

#!ong his bo"d !o$es was organi6ing the nu!erous 5.S. bott"ing o%erations into a new %ub"ic co!%any, /oca)/o"a nter%rises Inc. He a"so "ed the introduction of diet /oke0, the $ery first e,tension of the /oca)/o"a trade!arkA within two years, it had beco!e the to% "ow)ca"orie drink in the wor"d, second in success on"y to /oca)/o"a.

(ne of 7oi6ueta+s other initiati$es, in 138;, was the re"ease of a new taste for /oca) /o"a, the first change in for!u"ation in 33 years. In taste tests, %eo%"e "o$ed the new for!u"a, co!!on"y ca""ed Enew /oke.F In the rea" wor"d, they had a dee% e!otiona" attach!ent to the origina", and they begged and %"eaded to get it back. /ritics ca""ed it the biggest !arketing b"under e$er. :ut the /o!%any "istened, and the origina" for!u"a was returned to the !arket as /oca)/o"a c"assic0, and the %roduct began to increase its "ead o$er the co!%etition )) a "ead that continues to this day.

1##+-## Ne4 ma15e%) an- 21an-

1he 1334s were a ti!e of continued growth for 1he /oca)/o"a /o!%any. 1he /o!%any+s "ong association with s%orts was strengthened during this decade, with ongoing su%%ort of the ("y!%ic 7a!es, -I-# ?or"d /u%G footba"" HsoccerI, .ugby ?or"d /u% and the Nationa" :asketba"" #ssociation. /oca)/o"a c"assic beca!e the (fficia" Soft <rink of N#S/#. racing, connecting the brand with one of the wor"d+s fastest growing and !ost %o%u"ar s%ectator s%orts.

#nd 1339 saw the introduction of the %o%u"ar @#"ways /oca)/o"a@ ad$ertising ca!%aign, and the wor"d !et the "o$ab"e /oca)/o"a 'o"ar :ear for the first ti!e. New !arkets o%ened u% as /oca)/o"a %roducts were so"d in ast 7er!any in 1334 and returned to India in 1339.

New be$erages 2oined the /o!%any+s "ine)u%, inc"uding 'ower#de0 s%orts drink, Joo0 chi"dren+s fruit drink and <asani0 bott"ed water. 1he /o!%any+s fa!i"y of brands further e,%anded through ac*uisitions, inc"uding Li!ca0, >aa6a0 and 1hu!s 5%0 in India, :ar*+s0 root beer in the 5.S., Inca Ko"a0 in 'eru, and /adbury Schwe%%es+0 be$erage brands in !ore than 124 countries around the wor"d. :y 133C, the /o!%any a"ready so"d 1 bi""ion ser$ings of its %roducts e$ery day, yet knew that o%%ortunity for growth was sti"" around e$ery corner.

$+++ an- no4 Coca cola no4

In 1886, /oca)/o"a0 brought refresh!ent to %atrons of a s!a"" #t"anta %har!acy. Now we"" into its second century, the /o!%any+s goa" is to %ro$ide !agic e$ery ti!e so!eone drinks one of its !ore than =44 brands. /oca)/o"a has fans fro! :oston to :uda%est to :ahrain, drinking brands such as #!basa, Legitabeta and -resco"ita. In the re!otest co!ers of the g"obe, you can sti"" find /oca)/o"a.

/oca)/o"a is co!!itted to "oca" !arkets, %aying attention to what %eo%"e fro! different cu"tures and backgrounds "ike to drink, and where and how they want to drink it. ?ith its bott"ing %artners, the /o!%any reaches out to the "oca" co!!unities it ser$es, be"ie$ing that /oca)/o"a e,ists to benefit and refresh e$eryone it touches.

-ro! the ear"y beginnings when 2ust nine drinks a day were ser$ed, /oca)/o"a has grown to the wor"dBs !ost ubi*uitous brand, with !ore than 1.= bi""ion be$erage ser$ings so"d each day. ?hen %eo%"e choose to reach for one of 1he /oca)/o"a /o!%any brands, the /o!%any wants that choice to be e,citing and satisfying, e$ery sing"e ti!e.

1.$ 6ISION & MISSION

1he wor"d is changing a"" around us. 1o continue to thri$e as a business o$er the ne,t ten years and beyond, we !ust "ook ahead, understand the trends and forces that wi"" sha%e our business in the future and !o$e swift"y to %re%are for what+s to co!e. ?e !ust get ready for to!orrow today. 1hat+s what our 2424 Lision is a"" about. It creates a "ong)ter! destination for our business and %ro$ides us with a @.oad!a%@ for winning together with our bott"er %artners.

M())(on
(ur .oad!a% starts with our !ission, which is enduring. It dec"ares our %ur%ose as a co!%any and ser$es as the standard against which we weigh our actions and decisions. 1o refresh the wor"d... 1o ins%ire !o!ents of o%ti!is! and ha%%iness... 1o create $a"ue and !ake a difference.

6()(on
(ur $ision ser$es as the fra!ework for our .oad!a% and guides e$ery as%ect of our business by describing what we need to acco!%"ish in order to continue achie$ing sustainab"e, *ua"ity growth. People7 :e a great %"ace to work where %eo%"e are ins%ired to be the best they can be. Po1%/ol(o7 :ring to the wor"d a %ortfo"io of *ua"ity be$erage brands that antici%ate and satisfy %eo%"e+s desires and needs. Pa1%ne1)7 Nurture a winning network of custo!ers and su%%"iers, together we create !utua", enduring $a"ue. Plane%7 :e a res%onsib"e citi6en that !akes a difference by he"%ing bui"d and su%%ort sustainab"e co!!unities.

14

 P1o/(%7 >a,i!i6e "ong)ter! return to shareowners whi"e being !indfu" of our o$era"" res%onsibi"ities. P1o-0c%(8(% 7 :e a high"y effecti$e, "ean and fast)!o$ing organi6ation.

6al0e)
(ur $a"ues ser$e as a co!%ass for our actions and describe how we beha$e in the wor"d. Lea-e1)h(p7 1he courage to sha%e a better future Colla2o1a%(on7 Le$erage co""ecti$e genius In%e'1(% 7 :e rea" Acco0n%a2(l(% 7 If it is to be, it+s u% to !e Pa))(on7 /o!!itted in heart and !ind D(8e1)(% 7 #s inc"usi$e as our brands 90al(% 7 ?hat we do, we do we""

Foc0) on %he Ma15e%

-ocus on needs of our consu!ers, custo!ers and franchise %artners 7et out into the !arket and "isten, obser$e and "earn 'ossess a wor"d $iew -ocus on e,ecution in the !arket%"ace e$ery day :e insatiab"y curious

3o15 Sma1%
#ct with urgency .e!ain res%onsi$e to change Ha$e the courage to change course when needed .e!ain constructi$e"y discontent ?ork efficient"y

Ac% l(5e O4ne1)

11

 :e accountab"e for our actions and inactions Steward syste! assets and focus on bui"ding $a"ue .eward our %eo%"e for taking risks and finding better ways to so"$e %rob"e!s Learn fro! our outco!es )) what worked and what didnBt

&e %he &1an Ins%ire creati$ity, %assion, o%ti!is! and fun

12

1.* &OARD OF DIRECTORS

1he board is e"ected by the shareho"ders to o$ersee their interest in the "ong)ter! hea"th and the o$era"" success of the business and its financia" strength.

M0h%a1 :en%
/hair!an of the :oard and /hief ,ecuti$e (fficer 1he /oca)/o"a /o!%any

He12e1% A. Allen
'resident and /hief ,ecuti$e (fficer #""en M /o!%any Incor%orated Ha %ri$ate"y he"d in$est!ent fir!I

19

Ronal- 3. Allen
#d$isory <irector, for!er /hair!an of the :oard, 'resident, and /hief (fficer <e"ta #ir Lines, Inc. ,ecuti$e

Ca%hleen P. &lac5
'resident Hearst >aga6ines

&a11 D(lle1
/hair!an of the :oard and /hief ,ecuti$e (fficer I#/NInter#cti$e/or% /hair!an of the :oard and Senior ,ecuti$e ,%edia, Inc.

1=

Ale;() M. He1man
/hair and /hief ,ecuti$e (fficer New Lentures, LL/

Donal- R. :eo0'h
Non) ,ecuti$e /hair!an of the :oard #""en M /o!%any Incor%orated and #""en M /o!%any, LL/

Ma1(a Elena La'oma)(no

/hief ,ecuti$e (fficer 7enS%ring -a!i"y (ffices, LL/

Donal- F. McHen1
1;

<istinguished 'rofessor in the 'ractice of <i%"o!acy and Internationa" #ffairs Schoo" of -oreign Ser$ice, 7eorgetown 5ni$ersity

Sam N0nn
/o)/hair!an and /hief ,ecuti$e (fficer Nuc"ear 1hreat Initiati$e HN1II

<ame) D. Ro2(n)on III

7enera" 'artner .. Lentures 'resident &< .obinson, Inc.

Pe%e1 6. Ue2e11o%h
16

In$estor and /hair!an /ontrarian 7rou%, Inc. None,ecuti$e /o)/hair!an 'ebb"e :each /o!%any

<aco2 3allen2e1'
/hair!an of the :oard In$estor #:

<ame) &. 3(ll(am)

-or!er /hair!an of the :oard and /hief ,ecuti$e (fficer Sun1rust :anks, Inc.

1C

CHAPTER $- PRODUCTS

P1o-0c% L()%
?ith a %ortfo"io of !ore than 9,944 be$erages, fro! diet and regu"ar s%ark"ing be$erages to sti"" be$erages such as 144 %ercent fruit 2uices and fruit drinks, waters, s%orts and energy drinks, teas and coffees, and !i"k)and soy)based be$erages, our $ariety s%ans the g"obe.

nergy <rinks

&uices N &uice <rinks

18

 Soft <rinks S%orts <rinks 1ea and /offee ?ater

-or those with a high)intensity a%%roach to "ife, our brands of nergy <rinks contain ingredients such as ginseng e,tract, guarana e,tract, caffeine and : $ita!ins.

13

?e bring inno$ation to the goodness of 2uice in our !ore than 24 2uice and 2uice drink brands, offering both adu"ts and chi"dren nutritious, refreshing and f"a$orfu" be$erages.

(ur do6ens of soft drink brands %ro$ide f"a$or and refresh!ent in a $ariety of choices. -ro! the origina" /oca)/o"a to !ost recent introductions, soft drinks fro! 1he /oca)/o"a /o!%any are both icons and inno$ators in the be$erage industry.

24

1hese S%orts <rinks contains carbohydrates, f"uids, and e"ectro"ytes, %ro$iding ra%id hydration and terrific taste for fitness)seekers at any "e$e".

:ott"ed and canned teas and coffees %ro$ide consu!ers+ fa$orite drinks in con$enient take)anywhere %ackaging, satisfying both traditiona" tea drinkers and today+s growing coffee cu"ture.

21

S!ooth and essentia", our ?aters and ?ater :e$erages offer hydration in its %urest for!.

$.1 &1an- am2a))a-o1)

22

:rand a!bassadors for India o%eration are as fo""owsD

#kshay Ku!ar for 1hu!s u%

7ene"ia <Bsou6a for -anta

Sona"i :endre for Li!ca

29

Shahrukh Khan for S%rite

7auta! 7a!bhir for /oca)/o"a

2=

La%e)% &1an- Am2a))a-o1) o/ Coca-Cola

2;

I!ran Khan for /oca co"a

Ka"ki Koech"in for /oca)/o"a

$.$ MAR:ET SHARE

26

:eing the biggest co!%any in the soft drink industry, /oca /o"a en2oys the "argest !arket Share. 1his co!%any contro"s about ;3O of the wor"d !arket. :ecause carbonated soft drinks are the "argest growth seg!ent within the nona"coho"ic ready)to)drink be$erage category !easured by $o"u!e, that is why they are focusing !ore on this and they are continua""y increasing the %ace because they know that acce"erating this %ace is crucia" to their future success. 1hus they are increasing their !arket day by day. 1his strategy has worked a "ot and it has he"%ed the! to beco!e the ?or"dBs "eading Soft <rink /o!%any. 1he g"oba" unit sa"e of the /oca /o"a /o!%any is increasing fro! the "ast ten years.

$.* MAR:ETIN= STRATE=Y

2C

(ur "oca" !arketing strategy enab"es /oke to "isten to a"" the $oices around the wor"d asking for be$erages that s%an the entire s%ectru! of tastes and occasions. ?hat %eo%"e want in a be$erage is a ref"ection of who they are, where they "i$e, how they work and %"ay, and how they re"a, and recharge. ?hether you+re a student in the 5nited States en2oying a refreshing /oca)/o"a, a wo!an in Ita"y taking a tea break, a chi"d in 'eru asking for a 2uice drink, or a cou%"e in Korea buying bott"ed water after a run together, we+re there for you. ?e are deter!ined not on"y to !ake great drinks, but a"so to contribute to co!!unities around the wor"d through our co!!it!ents to education, hea"th, we""ness, and di$ersity. /oke stri$es to be a good neighbor, consistent"y sha%ing our business decisions to i!%ro$e the *ua"ity of "ife in the co!!unities in which we do business. It+s a s%ecia" thing to ha$e bi""ions of friends around the wor"d, and we ne$er forget it.

PRODUCT RAN=E 1he tota" range of /oca /o"a /o!%any inc"udesD nergy <rinks

&uices N &uice <rinks Soft <rinks S%orts <rinks 1ea and /offee ?ater #nd co!%any offers their %roducts in different bott"e si6es these inc"udeD SS.: Hstanders si6e returnab"e bott"eI L.: H"itter returnab"e bott"eI N.: Hno return bott"eI or dis%osab"e bott"e ' 1 1.; H1.; "itter %"astic bott"eI /#NS Htin %ack 994 !"I

28

PAC:IN=
/oca co"a %roducts are a$ai"ab"e in different %acking 2= regu"ar bott"e she"" 6 bott"e %ack for 1.; %ets 12 bott"es in a %ack for dis%osab"e bott"e 2= cans in one %ack.

PRICE STRATE=Y

1rade 'ro!otion /oca /o"a /o!%any gi$es incenti$es to !idd"e !en or retai"ers in way a that they offer the! free sa!%"es and free e!%ty bott"es, by this these retai"ers and !idd"e !an %ush their %roduct in the !arket. #nd thatBs why coca co"a seen !ore in the !arket. #nd they ha$e a good sa"e in the !arket because according to the e,%ert which %roduct seen !ore in the !arket that se""s !ore) ESeen as so"dF. 1hey do agree!ents with a sho% kee%ers and stores to e,c"usi$e sa"e in that store. 1hese stores are ca""ed as K Y accounts in their "oca" "anguage. #nd coke a"so in$est hea$y budget on these stores and offers the! free sa!%"es and free bott"es and so!e ti!e cash incenti$es.

<ifferent 'rice In <ifferent Seasons So!e ti!es /oca /o"a /o!%any changes their %roduct %rices according to the season. Su!!er is su%%osed to be a good season for be$erage industry in India. So in winter they reduce their %rices to !aintain their sa"es and %rofit. :ut nor!a""y they reduce the %rices of their %et bott"es or 1 "itter g"ass bott"e.

23

PROMOTION STRATE=IES

7etting she"$es 1hey gets or %urchase she"$es in big de%art!enta" stores and dis%"ay their %roducts in that she"$es in that sty"e which show their %roduct !ore c"ear and !ore attracti$e for the consu!ers.

ye /atching 'osition

Sa"es!an of the coca co"a co!%any %ositions their free6ers and their %roducts in eye) catching %ositions. Nor!a""y they kee% their free6ers near the entrance of the stores.

Sa"e 'ro!otion /o!%any a"so do s%onsorshi%s with different co""ege and schoo"Bs cafes and s%onsors their s%orts e$ents and other e,tra curricu"u! acti$ities for getting !arket share.

51/ Sche!e 51/ !ean under the crown sche!e, coca co"a often do this ty%e of sche!e and they offer $ery handy %ri6es in it. Like once they offer bicyc"es, ca%s, 1L sets, cash %ri6es etc. 1his sche!e is $ery !uch %o%u"ar a!ong chi"dren.

<IS1.I:51I(N /H#NN LS /oca /o"a /o!%any !akes two ty%es of se""ing <irect se""ing Indirect se""ing 1. <irect Se""ing

94

In direct se""ing they su%%"y their %roducts in sho%s by using their own trans%orts. 1hey ha$e a"!ost =;4 $ehic"es to su%%"y their bott"es. In this ty%e of se""ing co!%any ha$e !ore %rofit !argin. 2. Indirect Se""ing 1hey ha$e their who"e se""ers and agencies to co$er a"" area. :ecause it is $ery difficu"t for the! to co$er a"" area of 'akistan by their own so they ha$e so !any who"e se""ers and agencies to assure their custo!ers for a$ai"abi"ity of coca co"a %roducts.

91

CHAPTER *- COMPETITORS

92

/oca)/o"a co!%etes in the non)a"coho"ic be$erages seg!ent of the co!!ercia" be$erages industry. 1he co!%any faces intense co!%etition in the $arious !arkets fro! regiona" as we"" as g"oba" %"ayers. #"so, the co!%any faces co!%etition fro! $arious non)a"coho"ic s%ark"ing be$erages inc"uded 2uices and nectars and fruit drinks. In !any of the countries in which /oca)/o"a o%erates, inc"uded the 5S, 'e%si/o is one of the co!%anyBs %ri!ary co!%etitors. (ther significant co!%etitors inc"ude Nest"e, /adbury Schwe%%es, 7rou%e <#N(N and Kraft -oods. /o!%etiti$e factors i!%acting the co!%anyBs business inc"ude %ricing, ad$ertising, sa"es %ro!otion %rogra!s, %roduct inno$ation and brand and trade!ark de$e"o%!ent and %rotection, intense co!%etition cou"d i!%act /oca)/o"aBs !arket share and re$enue growth rates. Its co!%etitors areD 'e%si/o

99

 Nest"e

9=

 /adbury Schwe%%es

7rou% <#N(N

Kraft foods

9;

96

CHAPTER ,- S3OT ANALYSIS

1he /oca)/o"a /o!%any is a "eading !anufacturer, distributor and !arketer of non) a"coho"ic be$erage concentrates and syru%s, in the wor"d. /oca)/o"a has a strong brand na!e and brand %ortfo"io. :usiness ?eek and Interbrand, a branding consu"tancy, recogni6e /oca)/o"a as one of the "eading brands in their to% 144 g"oba" brands ranking in 2446. /oca)/o"a ranks we"" ahead of its c"ose co!%etitor 'e%si. 1he co!%anyBs strong brand $a"ue faci"itates custo!er reca"" and a""ows /oca)/o"a to %enetrate !arkets. Howe$er co!%any is threatened by intense co!%etition which cou"d ha$e an ad$erse i!%act on the co!%anyBs !arket share.

STREN=THS
?or"dBs "eading brand

3EA:NESSES
Negati$e %ub"icity S"uggish %erfor!ance in

9C

 Large sca"e o%erations .obust re$enue growth in three seg!ents

North #!erica <ec"ine in cash fro! o%erating acti$ities

OPPORTUNITIES
#c*uisitions intense co!%etition 7rowing bott"ed water !arkets 7rowing His%anic %o%u"ation in 5S

THREATS
Intense co!%etition <e%endence on bott"ing %artners S"uggish growth of carbonated be$erages

STREN=THS
?or"dBs "eading brand /oca)/o"a has strong brand recognition across the g"obe. 1he co!%any has a "eading brand $a"ue and a strong brand %ortfo"io. &0)(ne)) 3ee5 an- In%e121an-, a branding consu"tancy, recogni6es /oca)/o"a as one of the "eading brands in their to% 144 g"oba" brands ranking in 2446. 1he :usiness ?eek)interbred $a"ued /oca) co"a at 86C,444 !i""ion in 2446. /oca)/o"a ranks we"" ahead of its c"ose co!%etitor 'e%si which has a ranking of 22 ha$ing a brand $a"ue of 812,634 !i""ion. -urther!ore, /oca)/o"a owns a "arge %ortfo"io of %roducts brands. 1he co!%any owns four of the to% fi$e soft drink brands in the wor"dD /oca)/o"a, <iet /oke, S%rite, and -anta. Strong brands a""ow the co!%any to introduce brand e,tensions such as $ani""a /oke, cherry /oke, and /oke with Le!on. ($er the years, the co!%any has !ade "arge

98

in$est!ents in brand %ro!otions. /onse*uent"y, /oca)/o"a is one of the best recogni6ed g"oba" brands. 1he co!%anyBs strong brand $a"ue faci"itates custo!er reca"" and a""ows /oca)/o"a to %enetrate new !arkets and conso"idate e,isting ones.

Large sca"e of o%erations ?ith re$enues in e,cess of 82= bi""ion /oca)/o"a has a "arge sca"e of o%eration. 1he /oca)/o"a /o!%any is a "eading !anufacturer, distributor and !arketer of non) a"coho"ic be$erage concentrates and syru%s, in the wor"d. /oca)/o"a is se""ing trade!arked be$erage %roducts since year 1886 in the 5S. 1he co!%any current"y se""s its %roducts in !ore than 244 countries. (f the a%%ro,i!ate"y ;2 bi""ion be$erage ser$ings of a"" ty%es consu!ed wor"dwide e$eryday, be$erages bearing trade!arks owned by or "icensed to /oca)/o"a account for !ore than 1.= bi""ion.

1he co!%anyBs o%erations are su%%orted by a strong infrastructure across the g"obe. /oca)/o"a owns and o%erates 92 %rinci%a" be$erage concentrates andNor syru% !anufacturing %"ants "ocated throughout the wor"d. In addition it owns or has interest in 9C o%erations with 3; %rinci%a" be$erage bott"ing and canning %"ants "ocated outside the 5S. 1he co!%any a"so owns bott"ed water %roduction and sti"" be$erage faci"ity as we"" as faci"ity that !anufacture 2uice concentrates. 1he co!%anyBs "arge sca"e of o%erations a""ows it to feed u%co!ing !arkets with re"ati$e ease and enhances its re$enue generation ca%acity.

.obust re$enue growth in three seg!ents /oca)/o"aBs re$enue recorded a doub"e digit growth, in three o%erating seg!ents. 1hese three seg!ents are Latin #!erica, P ast, South #sia, and 'acific .i!B and bott"ing in$est!ents. .e$enues fro! Latin #!erica grew by 24.=O during fisca" 2446, o$er 244;. <uring the sa!e %eriod, re$enues fro! P ast, South #sia, and 'acific .i!B grew by 14.6O whi"e re$enues fro! the bott"ing in$est!ents seg!ent by

93

13.3O. 1ogether the three seg!ents of Latin #!erica, P ast, South #sia, and 'acific .i!B and bott"ing in$est!ents, accounted for 9=.8O of tota" re$enues during fisca" 2446. .obust re$enue growth rates in these seg!ents contributed to to%)"ine growth for /oca)/o"a during 2446.

3EA:NESSSES
Negati$e %ub"icity 1he co!%any recei$ed negati$e %ub"icity in India in Se%te!ber 2446. 1he co!%any was accused by the /entre for Science and n$iron!ent H/S I of se""ing %roducts containing a ha6ardous %esticide residue. 1hese %esticides inc"ude che!ica"s which cou"d cause cancers, da!age the ner$ous and re%roducti$e syste!s and reduce bone !inera" density. Such negati$e %ub"icity cou"d ad$erse"y i!%act the co!%anyBs brand i!age and de!and for /oca)/o"a %roducts. 1his cou"d a"so ha$e an ad$erse i!%act on co!%anyBs growth %ros%ects in the internationa" !arkets.

S"uggish %erfor!ance in North #!erica /oca)/o"aBs %erfor!ance in North #!erica was far fro! robust. North #!erica is /oca)/o"aBs core !arket generating about 94O of tota" re$enues during fisca" 2446. 1herefore, a strong %erfor!ance in North #!erica is i!%ortant for the co!%any.

In North #!erica the sa"e of unit cases did not record any growth. 5nit case retai" $o"u!e in North #!erica decreased 1O %ri!ari"y due to weak s%ark"ing be$erage trend in second ha"f of 2446 and dec"ine in warehouse)de"i$ered water and 2uice businesses. >oreo$er, co!%any a"so e,%ects %erfor!ance in North #!erica to be weak during 244C.

=4

S"uggish %erfor!ance in North #!erica cou"d i!%act the co!%anyBs future growth %ros%ects and %re$ent /oca)/o"a fro! recording a !ore robust to%)"ine growth.

<ec"ine in cash fro! o%erating acti$ities

1he co!%anyBs cash f"ow fro! o%erating acti$ities dec"ined during fisca" 2446. /ash f"ows fro! o%erating acti$ities decreased CO in 2446 co!%ared to 244;. Net cash %ro$ided by o%erating acti$ities reached 8;,3;C !i""ion in 2446, fro! 86,=29 !i""ion in 244;. /oca)/o"aBs cash f"ow fro! o%erating acti$ities in 2446 a"so decreased co!%ared with 244; as a resu"t of a contribution of a%%ro,i!ate"y 8216 !i""ion to a ta,)*ua"ified trust to fund retiree !edica" benefits. 1he decrease was a"so the resu"t of certain !arketing accrua"s recorded in 244;.

<ec"ine in cash fro! o%erating acti$ities reduces a$ai"abi"ity of funds for the co!%anyBs in$esting and financing acti$ities, which, in turn, increases the co!%anyBs e,%osure to debt !arkets and f"uctuating interest rates.

OPPORTUNITIES
#c*uisitions

-or the "ast one year, /oca)/o"a has been aggressi$e"y ado%ting the inorganic growth %ath. <uring 2446 its ac*uisitions inc"uded Kerry :e$erages HK:LI, which was

=1

subse*uent"y, rea%%ointed /oca)/o"a /hina Industries H///ILI. /oca)/o"a ac*uired a contro""ing shareho"ding in K:L, its bott"ing 2oint $enture with the Kerry 7rou%, in Hong Kong. 1he ac*uisition e,tended /oca)/o"aBs contro" o$er !anufacturing and distribution 2oint $entures in nine /hinese %ro$inces. In 7er!any the co!%any ac*uired #%o""inaris which se""s s%ark"ing and sti"" !inera" water in 7er!any. /oca) /o"a has a"so ac*uired a 144O interest in 1&/ Ho"dings, a bott"ed co!%any in South #frica. /oca)/o"a a"so !ade ac*uisitions on #ustra"ia and New Qea"and during 2446. 1hese ac*uisitions strengthened /oca)/o"aBs internationa" o%erations. 1hese a"so gi$e /oca)/o"a an o%%ortunity for growth, through new %roduct "aunch or greater %enetration of e,isting !arkets. Stronger internationa" o%erations increase the co!%anyBs ca%acity to %enetrate internationa" !arkets and a"so gi$e it an o%%ortunity to di$ersify its re$enue strea!.

7rowing bott"ed water !arket

:ott"ed water is one of the fastest)growing seg!ents in the wor"dBs food and be$erage !arket owing to increasing hea"th concerns. 1he !arket for bott"ed water in the 5S generated re$enues of about 81;.6 bi""ion in 2446. >arket consu!%tion $o"u!es were esti!ated to be 94 bi""ion "iters in 2446. 1he !arketBs consu!%tion $o"u!e is e,%ected to rise to 98.6 bi""ion units by the end of 2414. 1his re%resents a /#7. of 6.3O during 244;)2414. In ter!s of $a"ue, the bott"ed water !arket is forecast to reach 813.9 bi""ion by the end of 2414. In the bott"ed water !arket, the re$enue of f"a$ored water Hwater)based, s"ight"y sweetened refresh!ent drinkI seg!ent is growing by about 814 bi""ion annua""y. 1he co!%anyBs <asani brand water is the third best se""ing bott"ed water in the 5S.

/oca)/o"a cou"d "e$erage its strong %osition in the bott"ed water seg!ent to take ad$antage of growing de!and for f"a$ored water.

=2

 7rowing His%anic %o%u"ation in 5S His%anics are growing ra%id"y both in nu!ber and econo!ic %ower. #s a resu"t, they ha$e beco!e !ore i!%ortant to !arketers than e$er before. In 2446, about 11.6 !i""ion 5S househo"ds were esti!ated to be His%anic. 1his trans"ates into a His%anic %o%u"ation of about =2 !i""ion. 1he 5S census esti!ates that by 2424, the His%anic %o%u"ation wi"" reach 64 !i""ion or a"!ost 18O of tota" 5S %o%u"ation. 1he econo!ic inf"uence of His%anic is growing e$en faster than their %o%u"ation. Nie"sen >edia .esearch esti!ates that the buying %ower of His%anics wi"" e,ceed 81 tri""ion by 2448) a ;;O increase o$er 2449 "e$e"s. /oca)/o"a has an e,tensi$e o%erations and an e,tensi$e %roduct %ortfo"io in the 5S.

THREATS
Intense co!%etition

/oca)/o"a co!%etes in the non)a"coho"ic be$erages seg!ent of the co!!ercia" be$erages industry. 1he co!%any faces intense co!%etition in the $arious !arkets fro! regiona" as we"" as g"oba" %"ayers. #"so, the co!%any faces co!%etition fro! $arious non)a"coho"ic s%ark"ing be$erages inc"uded 2uices and nectars and fruit drinks. In !any of the countries in which /oca)/o"a o%erates, inc"uded the 5S, 'e%si/o is one of the co!%anyBs %ri!ary co!%etitors. (ther significant co!%etitors inc"ude Nest"e, /adbury Schwe%%es, 7rou% <#N(N and Kraft -oods. /o!%etiti$e factors i!%acting the co!%anyBs business inc"ude %ricing, ad$ertising, sa"es %ro!otion %rogra!s, %roduct inno$ation and brand and trade!ark de$e"o%!ent and %rotection, intense co!%etition cou"d i!%act /oca)/o"aBs !arket share and re$enue growth rates.

<e%endence on bott"ing %artners

=9

/oca)/o"a generates !ost of its re$enue by se""ing concentrates and syru%s to bott"ers in who! it doesnBt ha$e any ownershi% interest or in which it has no contro""ing ownershi% interest. In 2446, a%%ro,i!ate"y 89O of its wor"dwide unit case $o"u!es were %roduced and distributed by bott"ing %artners in which the co!%any did not ha$e any contro""ing interests. #s inde%endent co!%anies, its bott"ing %artners, so!e of who! are %ub"ic"y traded co!%anies, !ake their own business decisions that !ay not a"ways be in "ine with the co!%anyBs interests. In addition, !any of its bott"ing %artners ha$e the right to !anufacture or distribute their own %roducts or certain %roducts of other be$erage co!%anies.

If /oca)/o"a is unab"e to %ro$ide an a%%ro%riate !i, of incenti$es to its bott"ing %artners, then the %artners !ay take actions that, whi"e !a,i!i6ing their own short) ter! %rofits, !ay be detri!enta" to /oca)/o"a. 1hese bott"ers !ay de$ote !ore resources to business o%%ortunities or %roducts other than those beneficia" for /oca) /o"a. Such actions cou"d, in the "ong run, ha$e an ad$erse effect on /oca)/o"aBs %rofitabi"ity. In addition, "oss of one or !ore of its !a2or custo!ers by any one of its !a2or bott"ing %artners cou"d indirect"y affect /oca)/o"aBs business resu"ts. Such de%endence on third %arties is a weak "ink in /oca)/o"aBs o%erations and increases the co!%anyBs business risks.

S"uggish growth of carbonated be$erages

5S custo!ers ha$e started to "ook for greater $ariety in their drinks and are beco!ing increasing"y hea"th conscious. 1his has "ed to the decrease in consu!%tion of carbonated and other sweetened be$erages in the 5S. 1he 5S carbonated soft drink !arket generated tota" re$enue of 869.3 bi""ion in 244;, this re%resenting a co!%ound annua" growth rate H/#7.I of on"y 4.2O for the fi$e year %eriod s%anning 2441) 244;. 1he %erfor!ance of the !arket is forecast to dece"erate with an antici%ated ==

/#7. of )4.9O for the fi$e year %eriod 244;)2414 e,%ected to dri$e the !arket to a $a"ue of 862.3 bi""ion by the end of 2414.

>oreo$er in the recent years, be$erage co!%anies "ike /oca)/o"a has been critici6ed for se""ing carbonated be$erages with high a!ounts of sugar and unacce%tab"e "e$e"s of dangerous che!ica" content, and ha$e been i!%"icated for faci"itating %oor diet and increasing chi"dhood obesity. >oreo$er, the 5S is the co!%anyBs core !arket. /oca) /o"aBs re$enues cou"d be ad$erse"y affected by a s"owdown in the 5S carbonated be$erage !arket.

=;

CHAPTER .- LATEST 3ITH COCA-COLA

1he /oca)/o"a /o!%any and /oca)/o"a nter%rises strategica""y ad$ance and strengthen their %artnershi%. /oca)/o"a ca%tures %assion for ce"ebration in new g"oba" co!!ercia"s for 2414 -I-# ?or"d /u%. /oca)/o"a di$es into new socia" !edia ca!%aign during arth >onth. =6

 /oca)/o"a and %"astic bott"es.

!eco create one)of)a)kind chair !ade fro! 111 recyc"ed

New %"astic bott"e +/rushes+ con$entiona" thinking about en$iron!enta" action. /oca)/o"a 7reece recei$es three %restigious /S. awards. /oca)/o"a :e"giu! officia" %artner of sustainab"e energy ca!%aign. 1he /oca)/o"a -oundation donates 81 >i""ion to assist with Haiti earth*uake re"ief efforts. <asani0 ce"ebrates new 'L#N1:(11L G %ackaging with "i!ited edition green hats designed by do)it)yourse"f e,%ert rica <o!esek. 1he /oca)/o"a /o!%any engages its g"oba" syste! to @S?I1/H (--@ "ights in su%%ort of arth Hour. 1he :oard of <irectors of the /oca)/o"a /o!%any increases annua" di$idend by C %ercent. Hindustan /oca)/o"a :e$erages in$ests ; /rore for the re$i$a" of 1444 acre Ne!a! Lake in 1a!i" Nadu. /oca)/o"a India /o!!e!orates arth Hour. /e"ebrating Internationa" ?o!en+s <ay. /oca)/o"a India ad2udged +(rgani6ation of the Year+ for '. ,ce""ence. /oca)/o"a -ar ast Ltd. :ang"adesh %artners with &##7( foundation to ce"ebrate +?or"d ?ater <ayB. /oca)/o"a /e"ebrates ?or"d ?ater <ayD #nnounces a 5S< 1 !i""ion %artnershi% with 5N) habitat to undertake %ro2ects in #sia, #frica and South #!erica. =C uro%e

..1 Re)ea1ch & De8elopmen%

=8

Inno8a%(on (n o01 P1o-0c%)

Lucky %eo%"e in >i"an recent"y en2oyed a taste of @;,444 years of wisdo! in a bott"e,@ with the uro%ean "aunch of &ianchi, a new drink ins%ired by the ancient %rinci%"es of traditiona" /hinese wisdo!.

&ianchi !eans @strong inner energy@ in /hinese. 1he drink, !ade with fruit 2uices and %"ant e,tracts and a$ai"ab"e in three f"a$ors, is ins%ired by ancient /hinese wisdo! to enhance the inner ba"ance.

1he (ctober 24th "aunch was ce"ebrated with an a"")day e$ent that %ro$ided ear"y ado%ters and trendsetters an o%%ortunity to e,%erience &ianchi in an at!os%here geared toward enhancing inner ba"ance. S%eaking at the e$ent were <r. Huaying Qhan of the #sia :e$erage Institute for Hea"th M ?e""nessA an e,%ert 2ourna"ist on beauty and orienta" treat!entsA and a %sycho"ogist who discussed ba"ancing !ind, s%irit and body to find har!ony.

1ai)/hi e,%erts ta"ked about energy, as guests sa!%"ed &ianchi -or6a >i""enaria. &ianchi SerenitR >i""enaria was sa!%"ed in a natura" and re"a,ed at!os%here where the e!%hasis was on ba"ancing yin and yang. #nd !editation e,%erts were on hand as guests tasted &ianchi 1ras%aren6a >i""enaria.

=3

&ianchi %roducts are now a$ai"ab"e in !ore than 144 %har!acies and herba" sho%s in >i"an.

Inno8a%(on (n o01 Pac5a'(n'

>ade fro! u% to 94O %"ant)based !ateria", '"ant :ott"e %ackaging is a natura" ste% toward the bott"e of the future and is a 144O recyc"ab"e bott"e "ike traditiona" ' 1 %"astic.

Inno8a%(on (n o01 E>0(pmen%

In%e1ac%(8e 6en-(n' Mach(ne 1he $ideo $ender, which debuted at the 2448 :ei2ing ("y!%ics, and is now in se"ect Si!on >a""s throughout the 5nited States, integrates a Sa!sung =6)inch L/< touch screen into the front of a /oca)/o"a $ending !achine. 1he "arge)for!at dis%"ay co!bined with -"ash techno"ogy, !otion gra%hics, high)definition $ideo and :"uetooth ca%abi"ities for !obi"e down"oads, creates a uni*ue"y i!!ersi$e e,%erience

;4

for consu!ers. 1he $ideo $ender took ho!e the 7o"d Lion in the 'oint of Sa"e category at the 2443 /annes Lions Internationa" #d$ertising -esti$a".

Cl(ma%e F1(en-l Coole1) 1he /oca)/o"a /o!%any is co!!itted to sustainab"e refrigeration for its $ending e*ui%!ent. (ur /"i!ate -riend"y /oo"ers use a /(2 refrigeration syste! and H-/) free insu"ation foa! that reduce %otentia" direct /(2 e*ui$a"ent green house gas e!issions by a%%ro,i!ate"y 33O. 1hey a"so contain an inte""igent !anage!ent syste! reducing energy use and indirect carbon e!issions u% to 9;O. :y using these techno"ogies, our ty%ica" /"i!ate -riend"y /oo"er wi"" reduce direct and indirect carbon e!issions by o$er 9 tons o$er the /oo"er+s "ifeti!e.

;1

Inno8a%(on (n o01 Ma15e%(n'

/oca)/o"a &a%an+s new water brand I L(H#S is he"%ing consu!ers contribute to en$iron!enta" sustainabi"ity with a new u"tra)"ight @crushab"e@ %"astic bott"e that weighs =4O "ess than regu"ar ' 1 %ackaging. 1he "abe" si6e has been reduced to sa$e in !ateria"s and the water is sourced fro! %"aces c"ose to the %"ant to further reduce /(2 e!issions fro! trans%ortation.

1he new %roduct was "aunched with an inno$ati$e !arketing ca!%aign ca""ed /.5SH /( that de!onstrates how consu!er choices can affect carbon foot%rint. ?hen the e!%ty bott"e is twisted, it beco!es crushed "ike a rag. It fee"s great to do it and is a tangib"e action consu!ers can take e$ery ti!e they finish a bott"e of I L(H#S. >aking the choice to buy, drink and @crush@ the new I L(H#S %ackage is a $ery easy way they can act to !ake a difference.

1he ca!%aign featured a street art %ro2ect that turned the crushed bott"es into @art@ rather than rubbish. Scu"%tures and street insta""ations ca""ed @Ho!e"ess #ni!a"s in the /oncrete &ung"e@ high"ighted the issue of habitat destruction whi"e de!onstrating the uni*ue crushab"e ' 1 bott"e. # docu!entary $ideo was created to show how easy it is to crush and recyc"e the new %ackaging.

/.5SH /( was awarded an #sia >arketing ffecti$eness H#> I #ward for :est Integrated >arketing /a!%aign for "e$eraging consu!ers+ increasing desire to he"% so"$e en$iron!enta" issues. 1he conce%t that consu!ers can !ake a significant difference to the wor"d they "i$e in by si!%"y changing their choice in a water brand

;2

has re$o"utioni6ed the !arket and the way consu!ers buy water in &a%an. #s a resu"t, I L(H#S beca!e the No.1 brand in &a%an in 2ust 6 !onths.

Inno8a%(on (n %he Ma15e%place

1he foodser$ice industry is an e$o"$ing wor"d.

$ery day new restaurant conce%ts

o%en, new ite!s a%%ear on the !enu, and new consu!ers wa"k through the door with their own indi$idua" wants and e,%ectations. #s the "eading be$erage su%%"ier for the foodser$ice industry, our custo!ers turn to us to %ro$ide the %roducts, %rogra!s, %ackaging and !arketing su%%ort that are in tune with the e$er)changing %"aying fie"d of foodser$ice.

;9

#s a resu"t, we+$e beco!e an organi6ation where inno$ation is %ara!ount to our success. 1hrough inno$ation, we ha$e he"%ed, and wi"" continue to he"%, our custo!ers !aintain and grow their businesses, es%ecia""y in uncertain econo!ic ti!es. So!e of these inno$ations offer consu!ers !ore be$erage choicesA so!e ta% into growing categories "ike tea, coffee and s!oothiesA and so!e %ro$ide custo! be$erages and foodNbe$erage %airings.

Let+s "ook at so!e recent e,a!%"esD (ur new :e$ariety be$erage dis%enser a""ows consu!ers to choose fro! 12 brands and !u"ti%"e f"a$or shot o%tions, tota"ing !ore than ;4 different drink co!binations, in the sa!e foot%rint as the e,isting "egacy dis%enser. 7o"d 'eak $ariety tea dis%enser is a se"f)ser$ice urn that offers four different tea f"a$ors, offering choice and $ariety in the growing tea category. &uan La"de6 cafS. #L syste! enab"es foodser$ice o%erators to ser$e hot, fresh cu%s of /o"o!bian coffee on de!and Hno brewing re*uiredI. (ur >inute >aid two) and four)$a"$e 2uice dis%enser de"i$ers hea"thy be$erage choices throughout the day, such as orange 2uice at breakfast and "e!onade in the afternoon. 1he /oca)/o"a :rands with >ea"s website %ro$ides custo!ers with suggested food and be$erage %airings, and a too" to de$e"o% s%ecia"ty be$erages with chefs fro! the /u"inary Institute of #!erica.

In addition, we continue to de$e"o% be$erages, %rogra!s and %ro!otions to !eet s%ecific custo!er needs, such as the successfu" custo! !i"kshake, crew training and !arketing !ateria"s we recent"y created for one of our custo!ers.

;=

:ut inno$ation, "ike any change, co!es with so!e inherent risk. #s an organi6ation, we+$e been ab"e to "earn fro! inno$ations that worked as we"" as those that didn+t. -ortunate"y, !any of our inno$ations ha$e !et with business success. :ut on the occasions they ha$en+t, we+$e used that know"edge to do things a better way. ?e+$e "earned fro! %ast e,%eriences to introduce an inno$ation on"y when it+s ready. 1hose e,%eriences, and the "essons "earned, ha$e he"%ed guide the "aunch of :e$ariety and other inno$ations sti"" in de$e"o%!ent.

If you think about it, a fountain inno$ation is what started this great /o!%any. # si!%"e co!bination of syru% !i,ed with s%ark"ing water created what is now the No. 1 be$erage co!%any in the wor"d. ?e know firsthand that inno$ation is critica" to our )) and our custo!ers+)) continued growth and success.

1hat+s why inno$ation wi"" kee% our /o!%any !o$ing toward undis%uted be$erage "eadershi% and our custo!ers ahead of the co!%etition. 1here are so !any new things to offer our consu!ers and custo!ers and re$o"utionary inno$ations sti"" to co!e.

;;

FINDIN=S & RECOMMENDATIONS

FINDIN=S
Coca-Cola (n In-(a 1. /reating nor!ous &ob (%%ortunities 2. # hea"thy growth to Indian econo!y 9. # %ure co!!it!ent to Indian econo!y

RECOMMENDATIONS
#fter co!%"eting our %ro2ect we ha$e conc"uded so!e reco!!endation for the coca co"a co!%any, which are fo""owing. /oca /o"a /o!%any shou"d try to e!%hasis !ore on %ro$iding their infrastructure in the !arket to faci"itate their custo!ers.

#ccording to the sur$ey, conducted by the internationa" fir! 'akistani %eo%"e "ike "itt"e bit sweeter co"a drink. So for this coca co"a co!%any shou"d %roduce their %roduct according to the "oca" de!and.

CONCLUSION
#fter thorough study of !y %ro2ect, I co!e to the conc"usion that the !arketing strategy of /oca /o"a is working for the! and the %roduct is gaining %o%u"arity a!ong youth day by day.

;6

&I&LIO=RAPHY
1he data for this %ro2ect has been taken fro! the fo""owing sitesD www.the/oca)/o"aco!%any.co! www.goog"e.co! www.yahoo.co! >y friends and our facu"ty >s. Neha .a""i a"so he"%ed !e in co!%"etion of the %ro2ect.

;C