Project Report

On Coca Cola

Masters in Business Administration

MBA BATCH (2023-25)

In July

Under the Guidance of: Submitted by:

G Ashok Kumar Group – 7

IBS

ICFAI BUSINESS SCHOOL

HYDERABAD

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 CERTIFICATE

This is to be certified that the project entitled “Coca Cola” has been submitted for the Master
of Business Administration at IBS ICFAI Business School, Hyderabad during the academic
semester June 2023- October- 2023 is a bonafide piece of project work carried out by Group
– 7 towards the partial fulfilment for Business History Project (SHGM501) under the
guidance and supervision of Prof. G Ashok Kumar.

Sign. of Project Guide:

G Ashok Kumar

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 CANDIDATE’S DECLARATION

We Group-7, MBA 2023 of IBS ICFAI Business School Hyderabad hereby declare that the
Project Report entitled “Coca Cola” is an original work and data provided in the study is
authentic to the best of our knowledge. This report has not been submitted to any other
Institute.

Group-7

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ACKNOWLEDGEMENT

It is our pleasure to be indebted to various people, who directly or indirectly contributed in

the development of this work and who influenced my thinking, behaviour and acts during the
course of study. We express our sincere gratitude to all for providing me an opportunity to
undergo Project Report as the part of the curriculum. We are thankful to Prof. G Ashok
Kumar for his support, cooperation, and motivation provided to us during the training for
constant inspiration, presence and blessings. We also extend our sincere appreciation to him
who provided his valuable suggestions and precious time in accomplishing our integrated
project report. Lastly, we would like to thank the almighty and our parents for their moral
support and friends with whom we shared our day-to day experience and received lots of
suggestions that improve our quality of work.

Group-7

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SUMMARY

Coca-Cola is an international beverage company headquartered in Atlanta, Georgia, United

States. It is one of the most famous and valuable brands in the world, known for its main
product Coca-Cola, a carbonated soft drink created in 1886 by pharmacist John S. Pemberton.
Coca-Cola was first introduced as a patent medicine that claimed to offer health benefits.
Over time, it evolved into a popular soft drink with a special flavour and a secret recipe
containing a mixture of carbonated water, high fructose corn syrup or sucrose, caramel
colour, phosphoric acid, natural Flavors and caffeine. Coca-Cola is sold in more than 200
countries worldwide and has an extensive distribution network, making it one of the most
accessible beverages in the world. Over the years, Coca-Cola has expanded its product line to
include various non-alcoholic beverages such as Diet Coke, Coca-Cola Zero Sugar, Sprite,
Fanta, and a host of other flavoured soft drinks, juices, iced teas, and energy drinks. Coca-
Cola's marketing campaigns and iconic advertising played an important role in enhancing the
brand's popularity and cultural significance. Their advertisements often evoke feelings of
happiness, togetherness and enjoyment. The company has been criticized for its
environmental impact, especially regarding plastic waste. In response, Coca-Cola has taken
steps to address sustainability issues, such as increasing the use of recycled materials in
packaging and committing to reducing plastic waste. Coca-Cola has been involved in various
charity projects and community initiatives. They supported projects in areas such as
education, access to clean water and disaster relief. Coca-Cola competes with other beverage
giants such as PepsiCo and Dr. Pepper Snapple Group, as well as smaller regional and local
brands.

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THE BEGINNING

The history of Coca-Cola until the end of the 19th century. It was created by John
Pemberton, who was a pharmacist in Atlanta, Georgia, USA. The story of Coca-Cola
began on May 8, 1886. Then John Pemberton created the first batch of the drink.
Pemberton's original intention was to create a medicinal substance. He began making
Coca-Cola syrup to sell in fountain drinks, calling the new mixture "Pemberton's French
Wine Coke. The formula for this mixture was a combination of coca leaf extract (which
contained a small amount of cocaine) and kola nut extract. Both are believed to have
potential health benefits. He mixed all the above ingredients with sparkling water for a
nice, fluffy and refreshing drink. However, the bottling business began in 1899 when two
Chattanooga businessmen, namely Benjamin F. Thomas and Joseph B. Whitehead
acquired the exclusive rights to bottle and sell Coca-Cola in most of the United States
from the Coca-Cola Company. This Coca-Cola company bottling system operated as an
independent local company until the early 1980s, when bottling franchises began to
consolidate. The name "Coca-Cola" was suggested by Pemberton accountant Frank M.
Robinson. He designed the iconic Spencer script logo. The logo is still in use. The name
"Cacao" is derived from the Coca leaf and cola is derived from the kola nut. Frank M.
Robinson's creative vision and marketing expertise played an important role in shaping
the brand identity. Coca-Cola was originally sold as a patent medicine in Atlanta soda
fountains. However, as its popularity grew, Pemberton's health deteriorated. Therefore, he
sold the product formula to several dealers. One of them was Asa Griggs Candler, who
eventually bought the company outright. Under the leadership of Asa Griggs Candler,
Coca-Cola's marketing efforts expanded, and the formula was also carefully kept secret.
The decision to bottle the drink also proved to be a crucial factor in its widespread and
worldwide success. In 1919, Candler and a group of investors sold the Coca-Cola
Company to Ernest Woodruff. Under this new ownership, Coca-Cola continued to prosper
and grow into one of the most recognized and valuable brands in the world. Over the
decades, the Coca-Cola Company has greatly expanded its product range. This was done
to accommodate different tastes and in 1916 the iconic contour bottle was also
introduced. This bottle has become synonymous with Coca-Cola. The popularity of Coca-
Cola exploded in the 20th century. The prize for this goes to effective marketing
campaigns and global expansion efforts. Today, Coca-Cola is available in more than 200

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 countries. Not only that, but the brand has become an integral part of popular culture
worldwide. Its success has made it one of the most successful and well-known brands in
history. Challenges and changes (1980s–2000s): In the 1980s, the introduction of New
Coke, an attempt to reform Classic Coca-Cola, met with a strong consumer reaction,
eventually leading to a return to Coca-Cola Classic. The company has faced accusations
and boycotts because of its involvement in water supply and work in some developing
countries. In the late 1990s, it was criticized for its use of plastic bottles and
environmental aspects. In the early 2000s, competition with other beverage manufacturers
increased and health-conscious trends grew in popularity. Diversity and Global
Dominance (2000s to Present): In response to changing consumer preferences, Coca-Cola
diversified its product offering by acquiring brands such as Minute Maid, Dasani and
Honest Tea. The company focused on global marketing campaigns and sponsorships,
further strengthening its brand globally. In recent years, Coca-Cola has faced challenges
ranging from a shift to healthier options like natural juices and water to concerns about
sugary drinks and obesity. Challenges faced by Coca-Cola Company: Throughout its long
history, the Coca-Cola Company has faced various challenges, some of which include: 1.
Health problems and obesity: As a major producer of sugary drinks, Coca-Cola has faced
increasing scrutiny and criticism regarding the health effects of its products. Public
awareness of obesity and related health problems has led to a decline in sales of sugary
soft drinks.

2. Changing consumer preferences: As consumer preferences shifted to healthier and

more versatile beverages, Coca-Cola faced competition from both traditional and new
brands that offered alternatives such as fruit juices, flavoured water, and energy drinks.

3. Environmental Concerns: The company has been criticized for its environmental
impact, particularly plastic waste from bottles and water management practices in water-
scarce areas.

4. Controversies and Boycotts: Coca-Cola has faced human rights, labour practices and
water use disputes and boycotts in various parts of the world.

5. New Market Challenges: Although Coca-Cola has a strong global presence, entering
new markets can present unique challenges related to cultural differences, regulation and
local competition.

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 This is achieved by diversifying its product offering, participating in sustainability
initiatives and investing in marketing strategies to maintain its position as one of the
world's leading beverage producers.

FOUNDERS

Inventor of Coca Cola

Coca-Cola was invented in Atlanta, Georgia in 1886 by an

American pharmacist, Dr. John Stith Pemberton. He attended the
University of Georgia in Macon Georgia and earned his medical
degree in 1850 at the age of 19. His main talent was chemistry
after a long practice in medicine and surgery. Pemberton opened a
pharmacy in Columbus. A Coca-Cola drink advertised for
headaches, which was mostly sold in pharmacies as a medicine,
when Pemberton did so many mixing tests during May and
reached the goal, but the new product was still nameless and was
not launched by Pemberton's accountant, Frank Mason Robinson, who named the product
and created COCA-KOLA-KOLA-NAME, He joined the Confederate Army, also called
the Southern Army, a veteran best known as the inventor of Coca-Cola, he developed an
early version of the drink that later became Coca-Cola, but his right to drink shortly before
his death in 1888..

Founder

Asa Griggs Candler was born on December

30, 1851 in Villa Rica, Georgia. His parents
were Maratha and Samuel Charles Candler,
merchant and farmer. His parents raised eleven
children. Asa Griggs Candler (December 30,
1851 – March 12, 1929) was an American
businessman and politician who bought the
recipe for Coca-Cola from Atlanta pharmacist
John Stith Pemberton in 1888 for $238.98.
Georgia Candler founded the Coca-Cola Company in 1892 and developed it into a large

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 corporation. As head of Coca-Cola, he built a candlestick building in Atlanta and another in
Kansas City. MR Candler focused on increasing sales of soda fountains and another
concept was developed that would spread the joy of Coca-Cola around the world. In 1892,
MR Candler's sales promotion increased sales of Coca-Cola syrup almost tenfold. He soon
gave up his drug business and concentrated entirely on soft drinks with his brother John S
Candler, John Pemberton's ex-partner Frank Robinson and two other partners. Mr. Candler
founded a company in Georgia with Coca-Cola as initial capital. The "Coca-Cola"
trademark, which has been on the market since 1886, was registered in the United States
Patent Office on January 31, 1893, the same year that the first dividend of $20 per share
was paid, which was 20% of the stock's book value.

Marketer and Advisor

He tried a different formula that included coca leaves and kola nuts,
and the name Coca-Cola was also chosen because of the name of
the ingredient, Spencer's script, which was also popular with
accountants of the time and is still one of the most famous brands in
the world. Robinson also changed the formula of Coca-Cola syrup
so that it did not contain small traces of cocaine during the
government decision.

President (1923-1985)

Woodruff was born in Columbus, Georgia, the son of Ernest

Woodruff, an Atlanta businessman who, among other things,
was the head of a group of investors who bought The Coca-Cola
Company from Asa Griggs Candler in 1919. His grandfather
was Atlanta manufacturing magnate Robert Winship.

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Chairman and Chief Executive Officer

James Robert Quincey is a British businessman based in united

sates after working with brain and co and a smaller consultancy
he joined Coca-Cola in 1996 with coke he has lived in Latin
America and work for coke in Mexico where he led the
acquisition of Jugo’s del Valle he was president of the
northwest Europe and Nordics business unit from 2008 until
2012 in 2013 he became president of Coca-Cola Europe group
he saw Coca-Cola acquisition of innocent drinks and the sale
and consolidation of Coca-Cola bottling operations in Europe
when he was working with coke early on Bloomberg says he
was instrumental in getting the company to sell smaller
portion.

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KEY GROWTH DRIVERS

1.1 Strong Brand Image and Global Recognition

 Building and maintaining a powerful brand: The Coca-Cola brand represents the most
successful product in commercial history and the outstanding people who make such a
great product. Coca-Cola is a leading global brand in the field of carbonated soft
drinks, the group's position ranks fourth among the top five soft drink brands in the
world, including diet Coke, Fanta and Sprite. More than a century is on with many
changes and a new era being opened and changing continuously, Coca-Cola still
maintains the symbol of trust, originality and great refreshment. About 94% of the
world's population recognizes Coca Cola's red-and-white logo and "Coca-Cola" is the
second most widely understood word in the US, just after "OK". In 2019, the value of
Coca-Cola brand will be $ 52.9 billion (published by Forbes). When it comes to
carbonated soft drinks, people probably think of Coca-Cola. Coca-Cola is considered
to be a leading player in the industry. Coca Cola's promise is to bring benefits and
refreshment to everyone it serves with slogan: "Our customers around the world are
the ones who deserve to enjoy the best quality beverage". However, why is a strong
brand so important to Coca-Cola? "Even if a fire destroys every factory in the world
of our company, we can revive thanks to the brand of the product," said Coca-Cola
Company. Based on this statement, we can see the role of brand and brand
management especially important for businesses as follows:
Firstly, customers are willing to spend more money on strong brands with a foothold
in the market. When customers trust in a certain brand, people are willing to pay
more, buy more products, business result is also better. Example: The same two
bottles of 500ml of mineral water, even the same quality, but there is a big difference
between the price of a bottle of popular brand water and a bottle of Dasani mineral
water of Coca-Cola brand. This is a clear testament to the value of a strong brand.

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 Secondly, the next is to build a strong brand with a longterm sustainable competitive
advantage. The average life expectancy of many companies, business groups, which is
limited to about 25 years. It is not difficult to see in the market, there are strong
brands that last long and are difficult to replace as Coca-Cola brand has existed for
131 years, becoming an asset of great value to its owners. The Coca-Cola business -
one of the world's largest brands with a manufacturing base is valued at $ 1 billion,
less than the brand itself, which is valued at $ 78.4 billion.
 Marketing and Advertising Strategies:
Coca-Cola is one of the most iconic and successful brands in the world, and its
marketing and advertising strategies have played a significant role in its success over
the years. Here is an overview of some key marketing and advertising strategies
employed by Coca-Cola:
1. Emotional Branding: Coca-Cola has always focused on creating emotional
connections with its consumers. Many of its iconic campaigns evoke feelings of
happiness, togetherness, and joy, emphasizing the idea of sharing special moments
with loved ones. One of the most famous examples is the "Holidays are Coming"
campaign featuring the Coca-Cola Christmas trucks.
2. Consistent Branding: Coca-Cola has maintained a consistent brand image over the
years, using its distinctive red and white logo and curvy bottle design. This
consistency has helped consumers easily recognize and associate the brand with
positive experiences.
3. Sponsorships and Partnerships: Coca-Cola has invested heavily in sponsorships and
partnerships with major events, sports leagues, and entertainment properties.
Associating the brand with high-profile events and popular figures has helped boost
its visibility and reach a broader audience.
4. Personalization: In recent years, Coca-Cola has embraced personalized marketing,
allowing consumers to customize Coke bottles with their names or messages. This
approach fosters a sense of individuality and encourages consumers to share their
personalized bottles on social media, generating user-generated content.
5. Digital Marketing: Coca-Cola has adapted to the digital age by leveraging various
digital platforms for marketing and advertising. It maintains an active presence on
social media, creating engaging content and interactive campaigns to connect with
younger audiences.

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 Coca-Cola's marketing and advertising strategies have evolved over time, adapting to
changing consumer preferences and technological advancements. Despite facing
various challenges and competition in the beverage industry, the brand's ability to
maintain a strong emotional connection with its consumers has been a cornerstone of
its enduring success.

 Consumer Loyalty and Brand Equity:

The history of this American icon is a textbook case in building, managing and
maintaining a brand. Since its beginning, Coca-Cola has built a powerful brand
image, imbued with added values: the discriminating benefits that go beyond the
functionality of a refreshing soft drink. Although the brand dates back to the late
1880s, the basic brand proposition - Coca-Cola satisfies, Coca-Cola is a delightful,
refreshing beverage - has remained virtually unchanged, as has the brand name and its
distinctive logo. Early on, the company developed a strong franchise for the brand by
creating a distinctive personality that appealed emotionally to consumers. In addition,
the company has consistently supported the brand and its identity with powerful
advertising messages and substantial investments to expose those messages. The story
behind Coca-Cola, a product that is 99 percent sugar and water, and its ascent to a $18
billion business marketed in 195 countries, is an American phenomenon. But what is
as phenomenal is the Coca-Cola Collectors Club which boasts 7,500 members in 23
countries who collect Coca-Cola memorabilia from bottles and cans, to delivery
uniforms and old advertisements, to vending machines and coolers. The club is
independent of The Coca-Cola Company. It is completely governed and financially
supported by its members. The Coke collectors club is a very, very strong club. We
have a very strong loyalty to the product. We have Coca-Cola employees come to our
meetings and conventions and we feel we have a strong relationship with the
company. But the club is for collectors, so it’s run by those who collect. Coca-Cola is
not only the largest brand in the world; it is also the largest brand collectible in the
world. Indeed, this is about brand ownership. Coca-Cola collectors feel they own the
brand. Every Coca-Cola collector interviewed here only drinks Coca-Cola. These
collectors not only use the brand, they live with it every day. These collectors work
tirelessly to protect the brand, market the brand and advertise the brand. They invest

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 in the brand by buying stock (all of them are stockholders). They are the voice of the
brand. Brand loyalty is a central construct to marketing. Keeping the consumer
satisfied, and loyal enough to frequently purchase just one brand, is more difficult in
today’s marketplace than ever before. But today, major brands are experiencing
heightened brand loyalty due to the growing popularity of the brand as a collectible.
While brand loyalty is considered a central construct of marketing, keeping the
consumer loyal to just one brand is more difficult in today’s competitive and changing
marketplace than ever before.

1.2 Effective Marketing and Advertising Strategies

 Global Marketing Campaigns and Initiatives:
Coca Cola’s level of sweetness differs across countries, McDonald’s menu is adapted
to country global marketing strategy 5 preferences (partly to reduce ant globalization
protests), and apparel manufacturers have to make adjustments for different body
proportions between Western and Asian peoples. To deal with these adaptations while
trying to retain some scale economies, companies resort to two solutions. One
solution is to use the same basic design or ‘‘platform’’ for the product, and then adapt
by adding alternative features at the later stage of manufacturing. This is common in
automobiles, where the platform involves the chassis on which the body is then fitted.
But the concept is also used in the manufacturing of electronic products, computers,
and home appliances. This is the solution adopted by Coca Cola and McDonald’s as
well. Global brands have received increased attention from top management in many
multinationals because of the importance of brand equity as a financial asset (see
PERCEPTION OF BRAND EQUITY). Expanding into new markets is an obvious
way of building further financial equity, which is usually calculated by simply
aggregating projected revenues across country markets. Not surprisingly, most top
brands in terms of financial equity are global. But a strong brand not only needs reach
across countries, it also needs allegiance from local customers. As global brands have
stretched further to build financial equity, local brands have been able to defend their
turf by staying closer to their customer and building affinity, or what may be called
soft equity (see CUSTOMER EQUITY). Recognizing this, many global companies
not only market their global brand in a country market but might also buy up a
successful local brand and retain its brand name – and customers. One example is

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 Coca Cola in India. After its re-entry in 1993 (Coca Cola had exited India in 1977
instead of giving up its secret formula), Coca Cola acquired ThumsUp, a leading local
producer, with the idea of replacing its brand with Coca Cola. But after several efforts
at withdrawing ThumsUp and launching its own brand, Coca Cola finally gave up and
shifted marketing resources to ThumsUp. The problem was that Coca Cola was
positioning itself as the young teenage drink, just as it had done in many countries,
while in India, where alcohol consumption is very limited for religious and cultural
reasons, the main cola market was among young adults who in other parts of the
world were drinking beer. ThumsUp in India is a rebel’s drink, hardly the image of
Coca Cola.

 Sponsorships and Brand Endorsements:

For example, it was the Coca-Cola Company that put Santa into a red suit, therefore
the Olympics is simply another key mechanism through which to consolidate brand
success. Olympic sponsorship is promoted as community investment, an altruistic and
socially responsible activity. In this sense, the Olympic movement does the hard work
in promoting its ideals, while sponsors become the ‘iconic… ideological parasites’
(Hart, 2006, p. 374) involved in high level resourcing that promotes those ideals
through what could be described as complimentary globalising mythmaking practice.
This broadens product reach, which in the case of Coca-Cola means ‘virtually all
permanently inhabited parts of the planet’ (Sklair, 2001, p. 169). Yet, the promotion of
partnership, portraying corporate sponsorship investment as ‘giving something back’,
means this sort of activity often escapes critical scrutiny. The case of the Olympic
Games helps to demonstrate that companies are prepared to pay good money for the
‘feel good-deed factor’ that is actually built into sponsorship arrangements. On the
surface, this could be regarded as a win-win arrangement between the Olympics and
its sponsors. The Games receive high level, and much needed, funding in exchange
for product placement and advertising. However, as we have alluded to earlier, the
contours of this relationship are not straightforward and the prize is literally worth a
fortune. In the context of the Olympics, powerful corporations work relentlessly at
blurring any distinction between marketing and socially responsible activity.
CocaCola, offers evidence to reinforce notions of community citizenship and
‘common good’ values. For example, buying the marketing rights to the Harry Potter

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 movies for $150 allowed the company to lay claim to ‘core values and attributes’ of
the Potter franchise (Beder, 2009 p. 39). Thus, the Olympics provide an opportunity
par excellence to take this reinforcing of common good and citizenship values further
as ‘corporate social responsibility’ but it is also an opportunity for improving sales,
brand loyalty and the acceptance of market driven, company values. In this light, we
now consider the case of Coca-Cola as a TOP Olympic Partner, involved in enterprise
education in the build-up to the Games in Great Britain.

 Digital Marketing and social media:

Coca cola promotional case can be an example of one of the more successful
examples of the newstalgia strategy application in marketing. The company released
promotional videos for the new Coca Cola drink flavours, created using digital
technologies and posted in 2022 on the YouTube platform.
(youtu.be/EBsOVvOvPV8). A series of promo videos called "Unbelievable Double
Take" was created for the March NCAA baseball tournament and included the most
iconic moments in the history of the tournament. But the main goal of the
commercials was to fit new flavoured drinks into a historical context. Using VR
graphical technologies, cans of new Coke Flavors and Coke Zero Sugar have been
placed in the hands of players, coaches, mascots and fans. Thus, with the help of
digital 3D modelling technology, the new product was included in the records of the
best matches and began to be perceived as a drink with a rich history, with a
significant past linked to the event. The idea behind newstalgia's strategy in these
commercials is that through combining old and new, classic tournament and new
drink flavours, the new flavoured Coca Cola will bring generations of viewers
together and will help celebrate iconic sports moments. Individuals seek comfort and
stability in the attributes of the past through the mode of nostalgia. Doing so allows
them to connect with previous generations and experience the illusion of stability in
the modern world by filling their reality with positively evaluated objects of the past.
Nostalgic version of the past, which is subjective and individual, does not always

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 align with the objective past, which often contains negative events. The nostalgic
version of the past is idealized, perceived as a beautiful romanticized image, void of
negative experiences, i.e., turns into a perfect myth. Marketers acknowledge the
strong desire to return to the perfect version of the past, or at least to possess objects
that have become symbols of the past among their clients. “Nostalgia marketing is a
successful marketing strategy used by advertisers to bring images, sounds, music and
feelings of the past to life in order to sell a modern product and raise brand awareness
among new generations.”

1.3 Diversification of Product Portfolio

 Introduction of Product Lines:
Coca-Cola is a renowned beverage company with a diverse product line that includes
a wide range of refreshing and delicious drinks. Here are some of their most popular
products:
1. Coca-Cola Classic: This is the iconic flagship product of the Coca-Cola company.
Coca-Cola Classic is a carbonated soft drink known for its unique and unmistakable
taste, featuring a blend of cola nut extracts, spices, and sweeteners. It has been a
favourite of millions worldwide for over a century.
2. Diet Coke (Coca-Cola Light): Designed for those seeking a low-calorie option,
Diet Coke provides the same great taste as Coca-Cola Classic but with zero sugar. It
has become a popular choice for health-conscious consumers who want to enjoy a
guilt-free cola experience.
3. Coca-Cola Zero Sugar: Building on the success of Diet Coke, Coca-Cola Zero
Sugar offers an even more authentic taste that closely resembles Coca-Cola Classic,
without any sugar. It's designed to satisfy the cravings of those who prefer the classic
cola taste without the caloric intake.

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 4. Coca-Cola Cherry: This variation adds a burst of natural cherry flavour to the
original Coca-Cola formula, creating a delightful blend of cola and cherry that appeals
to fruit-loving consumers.
5. Coca-Cola Vanilla: For those who love a hint of vanilla in their beverages, Coca-
Cola Vanilla is a perfect choice. It combines the classic Coca-Cola taste with a smooth
and creamy vanilla flavour.
6. Coca-Cola Orange: This is a citrus-infused twist on the classic Coca-Cola, offering
a refreshing blend of cola and orange flavours.
7. Coca-Cola Lime: Another fruity variation, Coca-Cola Lime combines the
traditional cola taste with a zesty lime twist, providing a tangy and refreshing
experience.
8. Coca-Cola Energy: Aimed at consumers seeking an energy boost, Coca-Cola
Energy combines the familiar Coca-Cola taste with added caffeine from natural
sources and B-vitamins to provide a refreshing energy drink option.
9. Coca-Cola Coffee: Blending the classic cola taste with the rich flavours of coffee,
Coca-Cola Coffee caters to those who enjoy the combination of two beloved
beverages.

 Changing Consumer Preferences:

The growing consumer preference for healthier food and beverages and the excessive

use of sugar in their soft drinks has played against the duo. But the two companies'
complacency and reluctance to let go off their dependence on carbonated beverages
has also proved detrimental. Only four years ago, PepsiCo had launched a stronger
flavoured cola, Atom, in its bid to take on Coca-Cola's ThumsUp. It bombed
spectacularly, providing the first indication that the market was not ready for another
aerated beverage. "It is a case of clinging on to carbonated beverages and not moving
on. Both Coke and Pepsi still believe that the low per capita
consumption of carbonated beverages in India could work for them, but
the consumer has changed," points out former head of marketing of Coca-Cola India,
Shripad Nadkarni (currently, co-founder of food start-up, Foodlix) "Colas are not
fashionable anymore. They are considered detrimental to health and the cola majors
have to understand that," adds Ajimon Francis, Country Head of brand valuation

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 company, Brand Finance. The cola giants are in a dilemma. Venkatesh Kini, the
former head honcho of Coca-Cola India, in an interview with Business Today a
fortnight prior to his exit, candidly admitted that there has been three consecutive
years of downturn for the company because of a slowdown in rural consumption and
steep increase in taxation. The Union Budgets of 2015 and 2016 increased excise duty
on aerated beverages by 3.5 per cent and that forced manufacturers to increase prices.
To make things worse, Chief Economic Advisor Arvind Subramanian has also
recommended a 40 per cent "sin tax" on the category under the Goods and Services
Tax (GST). If that happens, PepsiCo and Coca-Cola India will be the worst affected
as the consumer shift from colas may get accentuated. "The consumers, their choices
today are much more precise and varied. We are therefore transitioning ourselves to
being a company that can offer a range of beverages for life. Our innovation pipeline
includes products which are non-carbonated and also products that are diets and
lighter versions of our carbonated range. Today, about 35-40 per cent of our business
is from our non-carbonated portfolio," points out T. Krishnakumar, President, Coca-
Cola India and South West Asia, who recently stepped into the shoes of Kini.

 Innovation Strategies:

Our view on innovation is different: We believe it can be a very rewarding process,

from both a business perspective and a human perspective. Just as personal growth
stems from natural curiosity, the pleasure of learning, and the satisfaction derived
from achieving new levels of knowledge, insight, or skill, innovation is the natural
tendency of organizations to become better at what they do or to discover new areas
of excellence. This means that beyond satisfying external stakeholders and responding
to external opportunities and needs, innovation should be driven from within. This has
important consequences for the way innovation is managed within organizations.
Again, we see four major shifts occurring.

1. The drivers for innovation are changing. Where once the major drivers were
external (new technologies, competitor behaviour, and market metrics), now they lean

19
 more toward the internal (unique insights, vision, competence, and ideas). This does
not imply that organizations in which innovation is internally driven are isolated from
the outside world—to the contrary. The change we see lies in the way these
organizations handle the outside world. External changes and influences are
internalized and embedded in the organization’s unique culture before being used as a
springboard for innovation.

2. Innovation is no longer about reacting to change, but rather about proactively

creating change. It is about creating opportunities rather than saving one’s hide.

3. The role of design in innovation is changing from making the innovation look
pretty in the end to being a source of meaningful new directions for growth. Design’s
function is to merge the various disciplines involved in the innovation process into a
synergetic team, and to combine visionary inspirational ideas with tangible and
concrete solutions.

Again, the opportunities that arise from these shifts are huge. We see innovation
growing toward a discipline focused on creating opportunities for delivering value.
This value is based on a strongly embedded vision and sense of direction, with design
in a lead role as a source for meaningful ideas and a linking force among disciplines.

Business Group and Industries

The Coca-Cola comes under Non-alcoholic beverage industry and is one of the world's
largest beverage companies in the world with products sold in more than 200 countries and
territories. The company's worldwide famous flagship product is the iconic Coca-Cola soft
drink. Coca-Cola has expanded its product portfolio to include a wide range of non-alcoholic
beverages which include carbonated soft drinks, juices, water, energy drinks, and ready-to-
drink teas and coffees.

Non-alcoholic beverage industry

Non-alcoholic beverage industry is highly competitive and constantly evolving. The industry
has two key major global players: Coca-Cola and PepsiCo. They are often referred to as the

20
"cola wars." Other competitors include Dr. Pepper Snapple Group, Nestlé Waters, and various
regional and local beverage companies.

Key highlights about the Coca-Cola non-alcoholic beverage industry:

Diverse Product Range: Consumer preferences and lifestyles varies a lot. The industry
offers a wide range of beverages to cater their different needs. This includes carbonated soft
drinks, fruit juices, sports drinks, bottled water, ready-to-drink teas and coffees etc.

Distribution Networks: Coca-Cola has maintained extensive distribution networks to ensure

their products reach retailers, restaurants, and vending machines efficiently.

Global Presence: like Coca-Cola major beverage companies have a global footprint, with
products sold in almost every country around the world. International markets play a
significant role in their revenue generation of these companies.

Marketing and Branding: in this competitive landscape strong marketing and branding
strategies are essential. The company has invested heavily in advertising, promotions, and
sponsorships to enhance brand visibility and consumer engagement.

Health and Wellness Trends: the company have been introducing more low-sugar, low-
calorie, and natural/organic offerings because of consumers' increasing awareness of health
and wellness have led to a shift in preferences towards healthier beverage options.

Sustainability Initiatives: The beverage industry mostly faces growing pressure to address
environmental concerns related to plastic waste, water usage, and carbon emissions. Many
companies are working on sustainability initiatives to reduce their environmental footprint.

Social impact of Coca-Cola

Coca Cola’s programs focus on improving community access to water and sanitation, while
promoting improved hygiene behaviours to make positive impacts on health and
development. Around 18.5 million+ people's lives improved through access to safe drinking
water, sanitation and hygiene since 2010. Coca Cola’s 5by20 program provides women
entrepreneurs with business training, access to financial services and connections with peers
and mentors. A rough figure around 6 million+ women enabled across 100 countries. Coca-
Cola believes in empowering our people, creating equal opportunities and building inclusion

21
in the workplace and our communities. Also Together with their bottling partners, the
company employs 700,000+ people worldwide with diverse backgrounds. To reduce its
environmental footprint which includes efforts to improve packaging sustainability, Coca-
Cola has taken steps to increase recycling rates, and lower greenhouse gas emissions. The
company has set ambitious goals to achieve net-zero carbon emissions and enhance the
recyclability of its packaging by a certain timeline. Investment of Coca-Cola are in various
community development projects, supporting education, health, and economic empowerment
initiatives. This includes funding for schools, healthcare facilities, and entrepreneurial
programs to uplift communities where it operates. Coca-Cola also helps in disaster relief and
humanitarian aid. Coca-Cola has often provided support through financial assistance, product
donations, and other relief efforts in response to natural disasters and humanitarian crises.
Coca Cola also focuses on active Healthy Living where in the company has been involved in
promoting active, healthy lifestyles and combating issues related to obesity and sedentary
behaviour. Coca-Cola has encouraged physical activity and wellness initiatives through
partnerships and programs. Coca-Cola has emphasized diversity and inclusion within its own
workforce and has actively supported initiatives promoting diversity and inclusivity in
society.

Business Group and Industry

Food and beverage companies have long been accused of trying to exonerate their products
from blame for increasing rates of obesity by implicating declining physical activity instead
In August 2015, these concerns reached a new audience when the New York Times revealed
how Coca-Cola had spent $1.5million to create the Global Energy Balance Network (GEBN)
to disseminate messages about obesity focused on the role of ‘energy balance’. This
portrayed obesity as about whether caloric intake was out of balance with exercise, rather
than what or how much food and beverages people consume. Crucially, it was easier to
achieve ‘energy balance’ with high levels of exercise and caloric intake. Commentators draw
comparisons between organisations like the GEBN and tobacco industry-funded
organisations, so-called ‘Merchants of Doubt’ who diverted attention away from second hand

22
smoke as a cause of disease by challenging research showing its risks and invoking other
causes of observed associations. Food and beverage industry executives and the researchers
they fund reject such comparisons, arguing that corporate funding does not mean that
recipients advance corporate interests. While this view has been challenged, industry
intentions have so far only been inferred from what they fund rather than established with
certainty. There has been relatively little access to the industry’s internal documents, as was
the case with Big Tobacco through legal challenges, where this definitively exposed the many
ways that it promoted its business interests in scientific debates about tobacco—at the
expense of public health. Here we allow the words of employees of a food and beverage
corporation—Coca-Cola—to speak about how it intended to advance its interests by funding
a scientific organisation. This unique source is Coca-Cola’s proposal to establish the GEBN,
obtained in 2016 by US Right to Know, a consumer and public health group, through a state
Freedom of Information request the proposal was attached to an email sent by Rhona
Appelbaum, former Chief Health and Science officer at Coca-Cola, to a small group of
academics on 9 July 2014. The emails show how Coca-Cola intended to use the GEBN to: (i)
reframe obesity as a matter of addressing ‘energy balance’; (ii) portray the GEBN as an
‘honest broker’ in the obesity debate; (iii) promote obesity reduction strategies that are
commensurate with Coca-Cola’s interests via an extensive advocacy campaign.

Coca-Cola’s proposal for establishing the GEBN shows how the company wanted to use the
GEBN to ‘change the conversation’ about the causes of obesity. To reorient the debate, the
GEBN was proposed to ‘advance ‘energy balance’ as the appropriate framework for
addressing obesity’. Coca-Cola’s proposal portrays the interests of public health as in conflict
with their own. This is evident in the proposal from the argument that the science of ‘energy
balance’ could be deployed as a ‘weapon’ in the ‘growing war between the public health
community and private industry’ over obesity. Coca-Cola was concerned that the company
was losing this battle. As the proposal states, the company had ‘failed to develop… an
alternative to strategies being proposed’. In spreading the ‘energy balance’ message, the
GEBN would help ‘to counter the voices touting extreme solutions to the obesity problem,
for example, food is tobacco’. By referring to ‘extreme solutions’ or ‘unreasonable views’,

23
Coca-Cola referred to government regulations to tax or ban foods that are considered
unhealthy. Importantly, the proposal stated that the GEBN should not aim to attack directly
these ‘unreasonable views. Instead, Coca Cola sought to promote a narrative that could
challenge the view that diet played a leading role in obesity: the GEBN would ‘play offence
with alternative solutions’ rather than ‘defending the status quo’. Coca-Cola’s GEBN
proposal aimed to establish ‘a credible ‘honest broker’ in this battle who can be a reliable and
trusted source for a balanced, science-based view’. However, this presupposes that such a
broker would be fully independent of corporate interests. Indeed, Coca-Cola made a
concerted effort at distancing itself from the GEBN to conceal its involvement. As
Appelbaum wrote to GEBN academics Steven Blair and James Hill on 6 March 2014, “We
need to be hands-off as the GEBN begins to take off. This is essential… A labour of love, but
we need to make sure you are as independent as soon as possible.” Yet, as the documents
show, the GEBN and its message were not independent, as Coca-Cola was promoting a
scientific standpoint to academics and offering funding. The documents also reveal Coca-
Cola’s attempts at influencing the scientific community. First, the proposal states that the
GEBN would ‘facilitate new thinking within the science of energy balance’. This would build
on previous experience in ‘engaging experts… to frame problems differently’. The GEBN
would develop white papers to ‘guide the field towards solutions to obesity based on the
science of energy balance’. Second, the GEBN would serve ‘as a conduit to linking funding
sources with innovative new research ideas’ and ‘the most influential researchers using an
energy balance approach’. Finally, the GEBN would ‘empower them (the scholars) to
promote this approach’ at ‘scientific societies and at scientific meetings’, while encouraging
‘ongoing submissions to scientific and consumer publications.

Coca-Cola’s own proposal states: “We propose to establish The Global Energy Balance
Network to serve as a focal point for a new collaborative initiative to reduce obesity with
strategies that are based on the science of energy balance and on an understanding of both
individual and social/cultural behavioural motivation.” One might infer from this a noble
intention to establish the GEBN purely in the interest of improving public health. Yet, closer
inspection of Coca-Cola’s proposal for establishing the GEBN corroborates long-standing
concerns about food and beverage corporations’ involvement in scientific organisations and
their similarities with the tobacco industry’s efforts at casting doubt about the links between
smoking and cancer. The comments of those involved in the GEBN also show a less balanced
view, as when one of its leading members said that ‘there’s really virtually no compelling

24
evidence’ that fast food and sugary drinks contribute to obesity, despite extensive evidence to
the contrary. Ultimately, the emails suggest that Coca-Cola proposed and supported the
GEBN because it would serve as a ‘weapon’ to ‘change the conversation’ about obesity in its
‘war’ with public health. Despite its close links to Coca-Cola, the GEBN was to be portrayed
as an ostensibly ‘honest broker’ while advancing the ‘energy balance’ framework and actively
advocating this approach among policy-makers, scientists, health-professionals, journalists
and the public. As they note, their intention was to ‘promote practices that are effective in
terms of both policy and profit (emphasis added)’.

Cut Throat Competition:

You don’t get to be 126 years old and the world’s most-valuable brand without making some
major changes along the way. Consumers are moving toward healthier lifestyles and greater
environmental awareness these days. In order to succeed, a company must be able to adapt to
innovation and change. People are more concerned, aware, and knowledgeable than ever, and
with this increased concern, awareness, and knowledge comes a desire on organizations to act
and change. Because of this circumstance, the organization had to overcome numerous
challenges and be stretched to the maximum in order to continue striving for improvement.
One of the most well-known and well-established brands in the beverage industry is The

25
Coca-Cola Company. The Coca-Cola products are consumed by a diverse group of people
from various racial, age, and cultural backgrounds. Coca-Cola is well known for its
widespread appeal because its products are sold in more than 200 nations globally.

Solution: -

Social setting: A healthier way of life (the sugar challenge) Coca-Cola intake in excess could
be hazardous to your health. Drinks with added sugar are now the majority of calories
consumed everyday by consumers. Numerous studies demonstrate that consuming too much
sugar makes you more likely to become obese than consuming fat does. Additionally,
diseases like diabetes, heart issues, or cancer have been connected to the significant rise in
sugar consumption globally. The Coca-Cola Company can use the strategies of not having
sugar available, positioning the product, utilizing smaller packaging, and communicating
with customers to help solve this type of issue.

Challenges: Many obstacles face by Coca-Cola Company and they need to fulfil their long-
term vision by creating values for all people. Maximum consumption of Coca-Cola products
might be harmful to health. According to World Health Organization, that people should limit
their daily intake of added sugar to no more than 10% of their total energy or calorie
consumption. Plastic bottle waste and water scarcity caused by Coca-Cola Company have a
huge negative impact to the environment. Another challenge of Coca-Cola Company is
increasing competitors in non-alcoholic beverage industries caused the company needs more
innovation and transformation to beat the rivals.

Solution:
Health organizations asserted that the negative effects of carbonated soft drinks include
dehydration, a high sugar intake, weight gain, and calcium depletion. There is strong
evidence in the United States that rising consumption of added sugars, especially in the form
of sugar-sweetened beverages, and refined carbohydrate intake are directly related to rising
obesity and weight gain rates. Laddu, D., Arena, R., Ortega, F., Alpert, M., & Kushner, R.
(2018). Coca-Cola Classic, for instance, has 10.6g of sugar per 100ml. A 350ml portion of
cola has 140 calories, which contributes to weight gain since you consume more calories than
your body expends. The sodas in Coca-Cola contain significant levels of phosphoric acid and
citric acid, both of which can destroy teeth.

26
No Sugar Availability

Coca-Cola can design in no sugar version so that the consumers enjoy the wide array of
refreshment choices. Not only Diet Coke and Coke Zero Sugar, Coca-Cola Company can
develop more variety of beverage. As example like still water or sparkling water, teas or
yogurt drink with low or no sugar

Regulations

The Coca-Cola Company uses three million tons of plastic every year for packaging.
Numerous plastic items are dumped into the environment in large amounts. Plastic garbage
bottles, including drink and mineral water bottles, make up a larger share of these. Plastic
pollution has a significant, detrimental effect on the ecosystem since it is poisonous and not
biodegradable. The consumption of plastic garbage by marine animals has led to their deaths
and poisoning. Due to possible threats to human health, fish ingesting plastic is also giving
rise to significant worries. However, there is still very little knowledge regarding fish
ingesting plastic in commercial fish species, as only 7.5% have been studied. causing
damage to the land and lowering the quality of its surface.

World without Waste:

By collecting and recycling every bottle or jar of its products by 2030 and increasing the
quantity of recycled materials used to many bottles or cans, The Coca-Cola Company
unveiled its new vision of "No Waste of the World" in 2018. The average recovery rate for
our PET bottles is 50%, and by 2025, all packaging will be 100% recyclable. Coca-Cola
streamlined recycling ecosystems, identified possible goods that could be made, and
rethought its packaging in order to encourage people to recycle more. Encourage companies
to develop alternative materials that can be used in alternative to plastics and change the
mind-set around their products to not rely solely on disposable plastic containers. To help
solve the existing packaging waste problem, Coca-Cola will continue to corporate with
existing partners such as the Marine Conservation/Non-Pollution Marine Alliance, the
World Wildlife Fund (WWF) and the Allen MacArthur Foundation (New Plastics Economic
Initiative) to support garbage disposal processing
Water is the primary component used by the Coca-Cola Company. There are 1.9 billion daily
consumptions of Coca-Cola products worldwide, which is a huge and unexpected number.
Every year, bottling companies need 300 billion liters of water to make carbonated beverages
to satisfy consumer demand. 36% of the world's population, according to the World Bank and

27
the UN, resided in water-scarce areas in 2018. (Biswas, Tortajada, & 2019, 2019). High water
use in comparison to water supply is what causes water shortage, and humans are the main
influencing elements behind this phenomenon. According to (Li, W., Hai, X., Han, L., Mao,
J., & Tian, 2019).
Lack of water and poor water quality
Due to the growing industrial demand, concerns with water scarcity and poor quality are
becoming more and more of a global concern, with catastrophic effects in particular sectors.
For instance, the World Bank estimates that without additional invention or technological
advancement, all of India's water resources will be depleted by 2050. Coca-Cola Company
has operated 24 bottling plants in India since 2007, which has contributed to the country's
water shortage. Residents and authorities in India started to protest the Coca-Cola Company's
operation of bottling plants because there was already a shortage of water in the country. The
Coca-Cola Company's reputation is harmed by its outspoken opposition.

Major Events

Global Expansion (1890s - early 20th century): After its initial success in the United States,
Coca-Cola began its journey towards global expansion in the 1890s. The company expanded
its reach to international markets, starting with Canada and Puerto Rico. In 1906, Coca-Cola
started its first bottling operations outside the US in Cuba. This marked the beginning of
Coca-Cola's strategy to franchise its bottling operations worldwide, allowing local partners to
produce and distribute the beverage. Over the next few decades, Coca-Cola continued to
establish bottling plants and expand its distribution network across various countries, making
it a truly global brand.

28
Introduction of Coca-Cola Santa Claus (1931): In 1931, Coca-Cola played a significant
role in shaping the modern image of Santa Claus. Haddon Sundblom, an artist, created a
series of illustrations featuring a jolly, plump Santa Claus holding a bottle of Coca-Cola.
These images were used in Coca-Cola's holiday advertising campaign, and they depicted
Santa Claus in a red suit with a white fur trim, which became the iconic portrayal of Santa
Claus that is recognized and loved worldwide today. This campaign not only reinforced the
association between Coca-Cola and the holiday season but also contributed to the modern
image of Santa Claus as we know him today.

Introduction of Diet Coke (1982): In response to changing consumer preferences and

increasing health concerns, The Coca-Cola Company introduced Diet Coke in 1982. Diet
Coke was the first extension of the Coca-Cola brand and became the first successful sugar-
free soft drink. Its introduction marked a significant milestone in the beverage industry, as it
catered to consumers seeking a low-calorie alternative to regular Coca-Cola. Diet Coke
quickly gained popularity, becoming one of the world's leading diet cola brands. This
innovation demonstrated Coca-Cola's ability to adapt to changing market demands and cater
to a wider audience.

Coca-Cola's Return to India (1993): In the early 1970s, Coca-Cola withdrew its operations
from India due to regulatory restrictions. However, in 1993, after a gap of nearly two
decades, Coca-Cola made a historic re-entry into the Indian market. The company's return
was marked by a joint venture with Parle, which enabled Coca-Cola to establish a strong
presence in India. Coca-Cola quickly gained popularity in the country, and its return played a
significant role in shaping India's evolving beverage market.

Launch of Coca-Cola Freestyle (2009): In 2009, Coca-Cola introduced a groundbreaking

innovation in the beverage industry - Coca-Cola Freestyle. It is a touchscreen soda fountain
that allows consumers to mix and match over 100 different Coca-Cola beverages, including
traditional flavours and new variations. This technology disrupted the traditional soda
fountain concept and offered consumers unparalleled customization and choices. Coca-Cola
Freestyle became a hit with customers and provided Coca-Cola with valuable insights into
consumer preferences.

Sustainable Packaging Initiatives (2018 - Present): Coca-Cola has made significant strides
in its sustainability efforts to address environmental concerns. In recent years, the company

29
has undertaken various initiatives to reduce plastic waste and promote recycling. In 2018,
Coca-Cola announced its "World Without Waste" vision, pledging to collect and recycle one
bottle or can for everyone it sells by 2030. The company has also been introducing
sustainable packaging solutions, including Plant Bottle, made partially from plant-based
materials, and exploring the use of recycled plastics for its packaging. These initiatives
demonstrate Coca-Cola's commitment to environmental sustainability and responsible
business practices.

Pivot to Digital Marketing (2000s - Present): Coca-Cola has been at the forefront of digital
marketing, embracing new technologies to connect with its global consumer base. In the early
2000s, the company launched various interactive marketing campaigns, utilizing social media
and digital platforms to engage with consumers. Coca-Cola's online campaigns, such as
"Share a Coke," "Open Happiness," and "Taste the Feeling," have generated significant social
media buzz and user-generated content, strengthening its brand presence in the digital age.

Acquisition of Costa Coffee (2018): In a strategic move to diversify its beverage portfolio,
Coca-Cola acquired Costa Coffee, one of the world's largest coffeehouse chains, in 2018.
This acquisition provided Coca-Cola with a significant presence in the rapidly growing coffee
market and expanded its offerings beyond traditional soft drinks. It also allowed Coca-Cola to
tap into the growing trend of coffee consumption worldwide.

Response to the COVID-19 Pandemic (2020): Like many other companies, Coca-Cola
faced challenges during the COVID-19 pandemic. The pandemic significantly impacted the
beverage industry, with reduced demand for certain products and disruptions in supply
chains. However, Coca-Cola demonstrated agility in its response to the crisis, adapting its
marketing strategies, product offerings, and distribution channels to meet changing consumer
behaviours and needs. The company also contributed to relief efforts by supporting
communities and frontline workers during the pandemic.

30
These major events from 1890 until the present-day highlight Coca-Cola's evolution as a
global brand, its commitment to innovation and sustainability, and its resilience in adapting to
changing market dynamics. Throughout its history, Coca-Cola has remained an iconic and
beloved beverage brand, with a profound impact on popular culture and consumer
preferences.

TIMELINE OF MAJOR EVENTS OF COCA-COLA

John Pemberton (1886-1887)

Coca-Cola is Invented - On May 8, 1886, Dr. John S.

Pemberton, a pharmacist in Atlanta, Georgia, creates a
caramel-coloured syrup that he mixes with carbonated
water. He initially sells it as a medicinal tonic claiming it
can cure various ailments. John Pemberton, an Atlanta
pharmacist, stirred a fragrant, caramel-coloured liquid.
When the liquid was finished, Pemberton carried the liquid to Jacob’s Pharmacy, where they
combined the mixture with carbonated water. They had customers sample the drink and they
all agreed that the drink was special. (“Our story 1886-1892: the beginning”.)

Gallons of Syrup (1888-1891)

Ten billion gallons of syrup was produced by the Coca-Cola

Company. Asa Griggs Candler, an Atlanta businessman,
becoming Coca-Cola’s first president, secured the rights to
the business for the total amount of around $2 300 (around

31
£1 500). Candler is the first to bring any real vision to the business and the brand of Coca-
Cola. (“Our story 1886-1892: the beginning”,).

First Bottles 1892-1894

Coca-Cola was put in bottles in 1894 by Joseph Biedenharn, a Mississippi

business man. He sent 12 of the bottles filled with Coca-Cola to Asa
Griggs Candler. Chandler would give away coupons for people to get the
first taste of Coca-Cola. He distributed clocks, urns, calendars and
apothecary scales that bear the Coca-Cola brand to pharmacists. The
aggressive promotion worked because people would see the Coca-Cola
brand everywhere. (“Our story 1893-1904: the early years”, n.d.)

Syrup Plants (1895-1898)

Many syrup plants were built in Chicago, Dallas and Los Angeles by
Candler. The marketing and promotions of Coca Cola led to a
significant increase in demand, and in 1894 a Mississippi businessman

32
by the name of Joseph Biedenharn began bottling the beverage, making it portable. By 1895,
Candler had built syrup plants in multiple cities including Dallas, Chicago, and Los Angeles
to deal with increasing demand. Although Candler was a savvy businessman, he did not
realize that the future of Coca-Cola would be in portable bottles rather than soda fountains. In
1899, Candler sold the exclusive rights to bottle the beverage to two lawyers named
Benjamin Thomas and Joseph Whitehead. (“Our story 1893-1904: the early years”, n.d.)

Candler Loses Coca-Cola (1899-1904)

Candler did not realize that Coca-Cola would become

bottled and portable for people to carry anywhere,
when he still did not realize what the brand could
become, two lawyers from Chattanooga, Benjamin
Thomas and Joseph Whitehead. They would than
secure the exclusive rights of bottling and selling of
the beverage for one dollar from Candler. (“Our story
1893-1904: the early years”).

Designing The Bottle (1905-1918)

Root Glass Company of Terre Haute, Indiana, won the contest to design a bottle that could be
able to be recognised in the dark. In 1916, they began manufacturing the
famous Contour Bottle, which remains as the signature shape of the Coca-
Cola today. (“History of Coca-Cola 1905-1918: Coke finds its identity”,
n.d.)

33
Introducing Coca-Cola to the Olympics (1919-1940)

Robert Woodruff, who was a marketing genius, saw the

opportunities everywhere. He expanded overseas and in
1928 he introduced Coca-Cola to the Olympic Games
for the very first time, the beverage travelled with Team
USA to the 1928 Amsterdam Olympics. ("Our story
1919-1940: Coke's first Olympics", n.d.)

World War II and Coca-Cola (1941-1959)

In 1941, America entered World War II and

thousands of the US citizens were sent overseas.
Showing support for the brave men and women, the
Coca-Cola President Robert Woodruff ordered that
“every man in uniform gets a bottle of Coca-Cola for
five cents, wherever he is and whatever it costs the
company”. ("Our story 1941-1959: the war and what
followed", n.d.)

34
‘I’d Like to Buy the World a Coke’ (1960-1981)
International appeal of Coke was then embodied by the
famous 1971 commercial where there was a group of young
people from around the world gathered on top of a hill in
Italy to sing ‘I’d Like to Buy the World a Coke’. (“Our story
1960-1981: going global”, n.d.)

New Taste (1982-1989)

One of Goizueta’s other initiatives in 1985 was that he developed a new taste for the Coca
Cola, which was the first change in the formulation in 99 years. (“Our story 1982-1989: the
debut of Diet Coke”, n.d.)

Polar Bear 1990s

Despite the seemingly endless string of challenges the company faced in the late 1990s,
Coca-Cola was also moving forward with new initiatives. In February 1999 the company
announced plans to launch its first bottled water brand in North America. Dasani was
described as a "purified, non-carbonated water enhanced with minerals." In October 1999 the
company announced that it would redesign the look of its Coca-Cola Classic brand in 2000 in
an attempt to revitalize the flagship's stagnant sales. Labels would continue to feature the
iconic contour bottle but with a cap popped off and soda fizzing out. In addition, the Coke
Classic slogan "Always," which had been used since 1993, would be replaced with the tag
line "Enjoy," which had been used on Coke bottles periodically for decades. The company
also planned to increase the appearances of the eight-ounce contour bottle, in a particularly
nostalgic move. The Coca-Cola advertising campaign was then launched in 1993 and the
world then met the lovable Coca-Cola Polar Bear for the first time. ("Our story 1990-1999:
new drinks, new characters", n.d.)

Counting More Drinks 2000

35
In 2008, Coca-Cola counted more than 160 low-calorie and no-calorie drinks that were in the
company’s range, which included Coke Zero and PowerAde Zero. In the UK 39% of drinks
that were sold are now lower or no calorie. ("Our story 2000 to now: 130 years later" n.d.)

EXHIBITS

36
CONCLUSION

37
Coca-Cola is one of the world's most well-known and iconic beverage brands with a
significant global presence. The company was founded in 1886 and has since grown into an
international company with a wide range of products including carbonated soft drinks, juices,
teas and more. Throughout its history, Coca-Cola has received both praise and criticism.
Some of Coca-Cola's positives include its successful marketing campaigns, its ability to
connect with consumers on an emotional level, and its contribution to popularizing the image
of the modern Father Christmas. The company has also participated in various charity
projects and community programs. On the other hand, Coca-Cola has been criticized for its
role in promoting sugary drinks that are linked to health problems such as obesity and
diabetes. The company was accused of running out of water in some areas of operation and
environmental problems related to the use of plastic bottles. In addition, Coca-Cola has been
accused of violating human rights in its labour practices and participating in conflicts in
certain areas. Coca-Cola continues to adapt to changing consumer preferences and market
dynamics by introducing new products, including healthier options, and exploring
sustainability initiatives. Like all large companies, it is subject to continuous monitoring and
evaluation of business practices and social impact. the latest Coca-Cola news and reports.

REFERENCES

38
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Use Collecting Behavior to Enhance Brand Loyalty | ACR (acrwebsite.org)
3. "Global Marketing Strategy" in: Wiley International Encyclopedia of Marketing
Online (cvs.edu.in)
4. The Real Olympic Games: Sponsorship, Schools, and the Olympicsâ•flthe Case of
Coca-Cola (lsu.edu)
5. IEEE Xplore Full-Text PDF:
6. Amid downturn, Coca-Cola, Pepsi face challenge from desi companies: Coca-Cola
and Pepsi are under siege as consumer preference shifts to low-sugar, low-calorie soft
drinks from a host of domestic companies. - ProQuest
7. BrandDriven Innovation (co.cu)
8. Science organisations and Coca-Cola’s ‘war’ with the public health community:
insights from an internal industry document (bmj.com)

39