Anaiytical Study of Coca Cola

“Study of
Coca-Cola
Soft Drink Industry in “India.”
Submitted by:
AMAR KUMAR GUPTA
M.B.A – I Sem.
With the help of :
AMAR KUMAR GUPTA Page 1 7/11/2009

MY FRIEND ARSHAD
ACKNOWLEDGEMENT
I take this opportunity to acknowledge the
deep sense of gratitude towards my friend ARSHAD, whose
valuable co-operation and guidance resulted in successful
completion of this dissertation. He not only encouraged me
throughout the project but also took great pains going through
the manuscript carefully and made numerous valuable
suggestions and corrections which have greatly improved the
quality of work.
AMAR KUMAR GUPTA
AMAR KUMAR GUPTA Page 2 7/11/2009 2

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

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

Mission, Vision & Values
Mission:
• To Refresh the World... in body, mind, and spirit.

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

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

• Leadership: "The courage to shape a better future"
• Passion: "Committed in heart and mind"
• Integrity: "Be real"
• Accountability: "If it is to be, it’s up to me"
• Collaboration: "Leverage collective genius"
• Innovation: "Seek, imagine, create, delight"
• Quality: "What we do, we do well"
COMPANY HISTORY
World of Coca-Cola encompasses the rich history and progress

of the refreshing beverage that was created here in Atlanta over 110
years ago. While Coca-Cola was first served at a small pharmacy soda
foundation near Underground Atlanta, this soft drink is now being
purchased in over 200 countries across the globe. In fact, it is now
severed nearly 1 billion times a day . you might say that when the world
wants refreshment, the world turns to Coca-Cola.
World of Coca-Cola capture all the excitement of this world
famous product, not only through its exhibits, but also through its
unique architecture style. Visitors pass under an enormous three-
dimensional Coca Cola globe suspended 18 feet over the entrance, then
step in to a three story sky lit atrium. From there visitors move at their

own pace through an easy to follow series of fun ad fascinating exhibit
galleries.
At the late 1930s Barnes Soda foundation, an old fashioned soda
jerk will demonstrate how an early Coca-Coal was prepared. Move
ahead into the International Video Lounge and the “Taste of the world”
an international sampler of cold soft drinks distributed by the Coca-Cola
company but not available in U.S.
BIRTH OF A REFRESHING IDEA
Kettle in his backyard. He first distributed the new

product by carrying Coca-Cola in a jug down the streets to Jacobs
pharmacy . for five cents, consumers could enjoy a glass of Coca-Cola
at the sod foundation. Whether by design or accident, carbonated water
was teamed with the new syrup, producing a drink that was proclaimed
“Delicious and Refreshing”. Dr. Pemberton’s partner and bookkeeper,
Frank M.Robinsonsuggested the name and penned “Coca-Cola” in the
unique flowing script that’s famous world wide today. Mr Robinson
thought “the two C’s would look well in advertising”.

In 1886 sales of Coca-Cola averaged nine drinks per
day. That first, Dr. Penberton sold 25 gallons of syrup, shipped in bright
red wooden kegs. Red has been a distinctive color associated with the
No.1 soft drink brand ever since. For his efforts, Dr. Robinson grossed
$50 and spent $73.96 on advertising. By 1891, Atlanta entrepreneur Asa
G. Candler has acquired complete ownership of the Coca-Cola business.
Within four years, his merchandising flair helped expand consumption
for $25 million. Robert W. Woodruff became president of the Coca-
Cola company in 1923, and his more than six decade of leadership took
the business to unrivaled heights of commercial success, making Coca-
Cola an institution the world over.
THE MEN WHO MADE COCA-COLA

1885 John Pemberton created Coca-cola
1886 Frank Robinson arrived and instantly devoted all his time to
manufacture and promote the drink
1888 Asa Candler buys the rights of the secret Coca-Cola formula
and along with Charley Pemberton and Woolfolk walker files
for the incorporation of the Coca-Cola Company
1899 Benjamin Thomson and Joseph Whitehead began to the now
famous drink. Which was a success.

1903 Sam Dabbs takes charge of sales.
1909 Harold Hirsh assumes charge of the legal affairs.
1910 Earl Dean designs and produces the unique “hobble skirt”
bottle.
1916 Howard Candler takes over as president.
1917 Archie Lee revolutionizes the Coca-Cola advertising.
1923 Robert Woodruff becomes the president.
1939 Arhur Acklin assumes charge as president.
1954 Frank Harrold brings Coca-Cola in India .
1955 Bill Robinson is appointed president.
1962 Paul Austin is made president.
1972 Roberto Goizueta is appointed president.
1994 Dough Lvester is appointed president.
1999 Douglas Daft is appointed president
TRADEMARKS
In 1893, Coca-Cola was registered with the
trademark office followed by ‘Coke’ in 1945.In 1982 the company
introduced Diet Coke to the consumers, making the first extension of
the company’s most precious trademark to another product. Later years
saw the introduction of additional products bearing the Coca-Cola name
.

PRODUCT ADVANCEMENT
In April 1985 the company proudly introduced the
new taste of Coke the first change in the secret formula since the
product was created in 1886. The launch of Coke with the new taste
took place in the United States and Canada. While the initial response to
new taste confirmed the company’s marketing research, many
consumers also told the company they also wanted an option. The
company listened and in july 1985 the original formula of Coca-Cola
returned as Coca-Cola Classic, in 1986 Coca-Cola became an still
remains the top selling soft drink of United State of America.
COCA-COLA FIRST BOTTLED

Coca-Cola began as a fountain product, but Candy
Merchant Joseph a Biederham of Mississippi was looking for a way to
serve this refreshing beverage at picnics. He responded to this demand
and began offering bottled Coca-Cola, using syrup shipped from
Atlanta, during a busy summer in 1894. In 1899, a large scale bottling
became possible when Asa Candler granted exclusive bottling rights to
Joseph B . Whitehead and Benjamin F Thomas of Chattanooga,
Tennessee. The contract marked the beginning of the Coca-Cola
company’s unique independent bottling system that remains the
foundation of company soft drinks operations. Back then, soda bottles
were all very similar. With Coca-Cola being the premium product,
other companies were often tempted to sell their products as Coca-Cola.
The answer was to create a distinct bottle for Coca-Cola. As a result, a

pale green bottle with the now famous contour shape was developed in
1915 by the Root Glass Company.
THE BOTTLING SYSTEM

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

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

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

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

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

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

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

January 2006 coke’s “Sir Utha ke peo” campaign reached an all time
high of 69.5% as against the Pepsi’s 26.2%
Coca-Cola is the world’s most valuable brand and
favorite drink, recognizable all over the world. In India Coca-Cola
returned in 1993 once again after being departed because of govt.
policies in 1997, and over the past 12 to 13 years it has captured the
imagination of the nation in association with cricket , film industry,
music etc..
Coca-Cola has signed on various celebrities
including film stars and sports personalities such as Krishma Kapoor,
cricketer Srinath, southern celebrities like Vijay in past. And today its
brand ambassadors are Aamir Khan, Aishwarya Rai, Vivek Oberoi.
.

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

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

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

Maaza was launched in 1976. Here was a drink
that offered the same real taste of fruit juices and was available
throughout the year.
In 1993, Maaza was acquired by Coca-Cola India.
Maaza currently dominates the fruit drink category.
Over the years, brand Maaza has become
synonymous with Mango. This has been the result of such successful
campaigns like "Taaza Mango,Maaza Mango" and "Botal mein Aam,
Maaza hain Naam". Consumers regard Maaza as wholesome, natural,
fun drink which delivers the real experience of fruit.
The current advertising of Maaza positions it as an
enabler of fun friendship moments between moms and kids as moms
trust the brand and the kids love its taste. The campaign builds on the
existing equity of the brand and delivers a relevant emotional benefit to
the moms rightly captured in the tagline "Yaari Dosti Taaza Maaza"
Internationally, Fanta - The 'orange' drink of The Coca-

Cola Company, is seen as one of the favorite drinks since 1940's. Fanta
entered the Indian market in the year 1993.
Over the years Fanta has occupied a strong market place

and is identified as "The Fun Catalyst".
Perceived as a fun youth brand, Fanta stands for its
vibrant color, tempting taste and tingling bubbles that not just uplifts
feelings but also helps free spirit thus encouraging one to indulge in the
moment. This positive imagery is associated with happy, cheerful and
special times with friends
Worldwide sprite is ranked as the no. 4 soft drink & is

sold in more than 190 countries.
In india, sprite was launched in year 1999 & today it has
grown to be one of the fastest growing soft drinks, leading the clear lime
category.
Today sprite is perceived as a youth icon. Why? With a
strong appeal to the youth, sprite has stood for a straight forward and
honest attitude. Its clear crisp refresh ingrate encourages the today's
youth to trust their instincts ,influence them to be true to who they are
and to obey their thirst.

Water, a thirst quencher that refreshes, a life giving
force that washes all the toxins away. A ritual purifier that cleanses,
purifies, transforms. Water, the most basic need of life, the very
sustenance of life, a celebration of life itself.
The importance of water can never be understated.
Particularly in a nation such as India where water governs the lives of
the millions, be it as part of everyday rituals or as the monsoon which
gives life to the sub-continent.
Kinley water understands the importance and value of
this life giving force. Kinley water thus promises water that is as pure as

it is meant to be. Water you can trust to be truly safe and pure. Kinley
water comes with the assurance of safety from the Coca-Cola Company.
That is why we introduced Kinley with reverse-osmosis along with the
latest technology to ensure the purity of our product. That's why we go
through rigorous testing procedures at each and every location where
Kinley is produced. Because we believe that right to pure, safe drinking
water is fundamental.
A universal need, that cannot be left to chance
STEPS TAKEN TO ACHIEVE THE OBJECTIVE

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

Various types of schemes and offers are provided
by the company to the distributors, retailers and to the consumers as

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

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

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

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

Thums Up (the most trusted brand in India), Limca, Maaza, Citra
and Gold Spot provided not only physical manufacturing,
bottling, and distribution assets but also strong consumer
preference.

• This combination of local and global brands enabled Coca-Cola
to exploit the benefits of global branding and global trends in
tastes while also tapping into traditional domestic markets.
• Leading Indian brands joined the Company's international family
of brands, including Coca-Cola, diet Coke, Sprite and Fanta
product range.
Pricing Strategy
• With its large population and low consumption, the rural market
represented a significant opportunity for penetration and a critical
battleground for market dominance, Competitive Pricing Was
Essential.
• In response, Coke launched a smaller bottle priced at almost 50%
of the traditional package.

• In an effort to make the price point of Coke within reach of this
high-potential market, Coca-Cola launched the Accessibility
Campaign, introducing a new 200ml bottle, smaller than the
traditional 300ml bottle found in urban markets, and concurrently
cutting the price in half,to Rs. 5. This pricing strategy closed the
gap between Coke and basic refreshments like lemonade and tea,
making soft drinks truly accessible for the first time.
• As early as 1985, Pepsi tried to gain entry into India and finally
succeeded with the Pepsi Foods Limited Project in 1988, as a JV
of PepsiCo, Punjab government-owned Punjab Agro Industrial
Corporation (PAIC), and Voltas India Limited.
• Though Coke benefited from Pepsi creating demand and
developing the market, Pepsi’s head-start gave Coke a
disadvantage in the mind of the consumer.
• Pepsi’s appeal focused on youth and when Coke entered India in
1993 and approached the market selling an American way of life,
it failed to resonate as expected.
• As early as 1985, Pepsi tried to gain entry into India and finally
succeeded with the Pepsi Foods Limited Project in 1988, as a JV
of PepsiCo, Punjab government-owned Punjab Agro Industrial
Corporation (PAIC), and Voltas India Limited.
• Though Coke benefited from Pepsi creating demand and
developing the market, Pepsi’s head-start gave Coke a
disadvantage in the mind of the consumer.
• Pepsi’s appeal focused on youth and when Coke entered India in
1993 and approached the market selling an American way of life,
it failed to resonate as expected.
• Brand Localization Strategy: The Two Indias
URBAN VERSUS RURAL INDIA
• INDIA – A
• INDIA – B

• Coke was first advertised
• There are 27 different as a remedy for
varieties of coke made headaches and exhaustion
by Coca-Cola
• Coca cola owns more than
• First bottle of Coke was ½ of the world’s
sold 120 years ago on beverages.
May 8, 1886 in Atlanta,
• Coca-Cola sold only 25
Georgia.
bottles in the first year,
Nowadays, they sell over
one billion bottles per day
• If you stacked all of the bottles of Coke that had ever
been made end to end, it would reach to the moon and
back 1,045 times!
WAREHOUSING & DELIVERY

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

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

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

6,000 local people in India; indirectly, our business in India creates
employment for more than 150,000 people.
Scientific Analysis and Government

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

at the National Geophysical Research Institute in Hyderabad, India
studied The Coca-Cola Company’s bottling plant in Kerala and
concluded: “There is no field evidence of overexploitation of the

groundwater reserves in the plant area.” He added that any aquifer
depletion cannot be attributed to the water extraction in the plant area.
A report from the local Palakkad District

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

plant there are about 200 open shallow wells; Coca-Cola uses only two
open shallow wells within the plant. In the same area there are nearly
150 bore wells. There are only six bore wells within our plant and the
Coca-Cola plant uses no more than three bore wells at any one time.
In Kerala, where groundwater levels have decreased,

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

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

(including Kaladera in Rajasthan), since a Coca-Cola plant has been
built groundwater levels have shown lower levels of depletion than
other areas, and in some areas (including Varanassi in UP) water levels
have actually risen since the plants were built. We believe this is due, in
part, to the rainwater harvesting technology employed at these plants.

Bio-Solids:
The use of ‘sludge,’ or bio-solids -- the end result of the waste

water and water treatment processes that are part of producing our
beverages -- as a soil amendment is a common practice around the
world and within the Coca-Cola System, including in the U.S. (Soil
amendments are matters that, when added to the land, will make the soil
healthier by balancing and adding nutrients, balancing the pH or acidity,
and encouraging the presence of microorganisms.)
Worldwide, Coca-Cola requires all of our plants to monitor

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

evolving, however, and The Coca-Cola Company is currently
sponsoring research at one of the world’s leading laboratories – Central
Science Laboratories in the United Kingdom – to develop the
appropriate technology and robust protocols with the objective that will
enable finished soft drinks to be tested for pesticide content in the
future.

Product Quality:
Throughout all of our operations in India, stringent quality
monitoring takes place covering both the source water we use as well as
our finished product. All of the water used for beverage manufacturing
conforms to drinking water standards, making it safe and ensuring that it
meets the highest international standards, including BIS and EU
standards for drinking water.-
We also test for traces of pesticide in groundwater to the

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

we take every precaution to ensure that our products are world-class and
safe for all our consumers.
Diversity
The Coca-Cola Company is built around two core assets,
its brand and its people. These two assets give us the opportunity to
keep our central promise: to refresh the world in mind, body, and spirit,
and inspire moments of optimism; to create value and make a
difference. By building an inclusive workplace environment, The Coca-
Cola Company seeks to leverage its worldwide team, which is rich in
diverse people, talent and ideas.
At The Coca-Cola Company, diversity is not just about
Human Resource policies and practices. It is an integral part of who we
are, how we operate and how we see our future. As a global business,
our ability to understand, embrace and operate in a multicultural world
-- both in the marketplace and in the workplace -- is critical to our
sustainability.
We strive for an inclusive culture that is defined by our
seven core values: leadership, passion, integrity, collaboration,
innovation, quality, and accountability. Each day we work to bring these
values to life through our diversity workplace strategy. This strategy
includes programs to attract, retain, and develop diverse talent; provide

support systems for groups with diverse backgrounds; and educate all
associates so that we master the skills to achieve sustainable growth
We define diversity as 1) respecting individuals, 2)
valuing differences, and 3) representing our consumers and the markets
where we do business. Our diversity strategy is centered on the 4Cs: We
focus on driving consumption, fostering commitment, building a
culture that values diverse perspectives, and promoting effective
communication and mutual understanding.
We work hard to ensure an inclusive and fair work
environment for our associates, all of whom undergo diversity training
on a regular basis. Such training includes ongoing dialogue that leads to
better understanding of our colleagues, our suppliers, our customers, our
stakeholders, and ultimately, to greater success in the marketplace.
Occupational Safety & Health

At The Coca-Cola Company, our long-term success depends upon
ensuring the safety of our workers, visitors to our operations, and the
public. We are committed to conducting our business in ways that
provide all personnel with a safe and healthy work environment. Our
Safety Management System Standards and supporting requirements for
worker safety and loss prevention are collectively known as "The Coca-
Cola Safety Management System" or "TCCSMS." TCCSMS defines our
systematic approach to managing occupational safety and health and
loss prevention. Our system globally operates under the same standards
and requirements.
TCCSMS is aligned with an internationally-recognized safety
management system, BSI OSHAS 18001. This safety management
system requires a commitment to both public safety and to visitors, but
we also recognize the risks and mitigation controls unique to our
operations and the franchise system structure we utilize. TCCSMS is
part of our integrated management system, The Coca-Cola Quality

System which incorporates quality, environment, occupational safety
and health, and loss prevention into a single framework.
To guide us in achieving a safe work environment for our associates,
TCCSMS defines a rigorous set of operational controls to manage the
known aspects and risks of our operations. The controls generally align
with top global requirements and consensus standards. Full
implementation of these controls will ensure that we are providing, on a
global basis, workplaces that meet international standards. Management
of change processes are used to ensure that these controls are affected
for changes to equipment, structures, process and procedures.
TCCSMS also establishes an internal audit process to help us ensure
that we are effectively implementing our operational controls and
management routines. We also engage recognized external audit firms to
assess the compliance status of our manufacturing operation with
applicable local regulations and Company occupational safety and
health and loss prevention requirements. The Company reserves the
right to terminate an agreement with a bottler who cannot demonstrate
that they are complying with all applicable local health, environmental
and occupational safety requirements.
they provide substantial training for our associates, using the training
requirements defined in TCCSMS as a global baseline. Training covers
new hire induction and periodic refresher training for all associates and
other workers conducting work on our behalf.
Marketplace
When you purchase a Coca-Cola product, you count on its quality. We
market more than 400 brands and over 2,600 beverage products in more
than 200 countries, giving our consumers a choice of still or sparking
beverages that refresh, hydrate, energize or nourish. Each of those
products must be of the highest quality and must meet consumers'
changing tastes, needs and expectations.
In each of the more than 200 countries where we operate, we are an
active member of the business community, working hand in hand with
local individuals, merchants and governments to improve the health and
prosperity of the local economy and environment. We know that the
continued health and sustainable growth of our business depends on the
long-term health of the communities that surround it. We must be

profitable in order to sustain our investment in communities around the
world. After all, we need healthy consumers, communities,
environments and economies for our business to thrive. And, those
consumers and communities depend on businesses like ours to
strengthen local economies and invest in social and environmental
programs to help their communities grow.
The Coca-Cola Company received the

following awards during 2006 and
2007
CORPORATE RESPONSIBILITY
• Asia Society Leadership Award (November 2007)
• No. 2, India's Most Respected Fast Moving Consumer Goods
Company, and No. 7, Most Respected Multinational Corporation in
India, Coca-Cola India, BusinessWorld, in conjunction with the
Indian Market Research Bureau (Nov 2007)
• No. 13, World's Most Respected Companies survey, Barron's (Sept
2007)
• No. 1, Food and Beverage Industry Category, Best EthicalQuote
Progress and Best Reported Performance Categories (July 2007)
• No. 2, Leaders Across All Sectors for Best Reported Performance,
EthicalQuote (July 2007)
• FTSE4Good Index of Socially Responsible Companies (July 2007)
• No. 4, Most Respected Companies, Coca-Cola India, Business World
(April 2007)
• No. 8, America's Most Responsible Companies Consumer Index
(March 2007)
• Best Sustainability Initiative, eKOfreshment program, Zenith
International Publishing Beverage Innovation Awards (March 2007)
• No. 3, Beverage Industry Category, America's Most Admired
Companies Survey, Fortune magazine (March 2007)

• Corporate Social Responsibility Award, Mexican American Legal
Defense and Education Fund (March 2007)
• Ethical Brand Awards: No. 1 in the U.S., No. 3 in Spain and No. 8 in
France, five-country study by market research group GfK NOP
(February 2007)
• Global 100," unranked list of the world's 100 most sustainable
corporations (January 2007)
• Product Innovation & Best Ideas on Social Responsibility Issues,
Coca-Cola Spain, Actualidad Economica (2007)
• Best Companies of the Year, Coca-Cola Spain, Dirigentes (2007)
• Best Professional Ethics - 3rd Place, Coca-Cola Spain, Actualidad
Economica (2007)
• Argentina's Most Admired Companies Ranking (October 2006), 2006
Corporate Social Responsibility Award, American Chamber in
Shanghai (September 2006), Leader in Corporate Social
Responsibility, Gerente (September, 2006
• Citizenship efforts, Committee for Economic Development (June
2006)
• Social reporting transparency, Roberts Environmental Center
(January 2006)
WORKPLACE
Madrid Flexible Firm Awards for policies to help employees balance
work and family life, Coca-Cola Spain, Autonomous Government of
Madrid Region (November 2007)
• Strategic HR Leadership Award, Manifesto for Growth, Society for

Human Resource Management (October 2007)
• Star Status for employee safety and health initiatives, Occupational
Safety and Health Administration Voluntary Protection Program,
Caribbean Refrescos Inc. concentrate plant (Puerto Rico) (August
2007)

• 40 Best Companies for Diversity, 3rd year in a row, Black Enterprise
magazine (June 2007)
• Student Employer of the Year, Polish Students Community (June
2007)
• America's Top Corporations for Women's Business Enterprises,
Women's Business Enterprise National Council (March 2007)
• Top 25 Employers for African-American Women, ESSENCE
magazine (March 2007)
• 25 Great Places to Work, Essence Magazine (March 2007), No. 4,
Top Companies For Diversity, DiversityInc (March 2007),
• Top 50 Companies for Supplier Diversity, Hispanic Trends (March,
2007)
• No. 10, 2006 Best Companies for Leaders, Hay Group in partnership
with Chief Executive magazine (February 2007)
• Top 50 Companies for Latinas to Work for in the United States,
Latina Style (February 2007)
• Health Promoting Company 2006 Award, Coca-Cola HBC Estonia,
Estonian Health Development Institute (January 2007)
• Chairman's Award, U.S. Hispanic Chamber of Commerce Foundation
(October 2006),
• Companies That Inspire, Companion magazine (Ukraine) (October
2006),
• Recognition, Coca-Cola Africa HIV/AIDS workplace programs,
HIV/AIDS Business Coalition Tanzania (September 2006)
• 10-year Partnership Award, McDonald's Gulf Co-op (September
2006)
• Best Places to Work in Chile, Capital magazine (September 2006),
• IABC Silver Quill Award, 2005 Annual Review (August 2006),
• Best Employer of the Year, Polish students community (June 2006)
• One of 40 Best Companies for Diversity, Black Enterprise (2006)
• International Leadership Award, Anti-Defamation League (2006)
• Top 100 Ideal Employers for African-Americans, Savoy Professional
magazine (Universum Communications study) (2006)
• 2006 ROBIE Achievement in Industry Award for efforts to promote
minority recruitment and advancement, Jackie Robinson Foundation
(2006),
• #3 The DiversityInc Top 50 Companies for Diversity (2006)
• Best Management Award in the State for people management
practices, Hindustan Coca-Cola Beverages Pvt. Ltd., government of
Andhra Pradesh (2006)

Women's Business Enterprise National Council (2006)
• Top 100 Companies Providing Most Opportunities for Hispanics,
Hispanic magazine (2006, 2005)
MARKETPLACE
• AFDO Endowment Foundation Award for Corporate Leadership,

Association of Food and Drug Officials, (July 2007)
• Name and Praise press conference for commitments on marketing to
children, Markos Kyprianou, EU Commissioner for Health
(November 2006)
• Britain’s Most Valuable Grocery Brand, Coca-Cola, AC Nielsen
(October 2006)
• Top 10 Socially Responsible Brands, Coca-Cola, Alloy Media +
Marketing (ranked by U.S. college students) (June 2006)
• International Supplier of the Year, Wal-Mart (May 2006)
ENVIRONMENT
• Finalist, Water Stewardship Initiatives, Coca-Cola China, Secretary

of State's 2007 Award for Corporate Excellence (ACE) (September
2007)
• Bronze Star for Best Use of Innovative Materials, Chaudfontaine 0.5l
RGB environmental friendly transparant label (first time compatible
with reusable bottle), Starpack Industry Awards (May 2007)
• Green End User of the Year (small projects), eKOfreshment
compression (used in coolers and vending machines), Cooling
Industry Awards (March 2007)
• Bhagidari Award, Coca-Cola India water conservation and
environmental management, Delhi government (February 2007),
• Golden Flame Award, "Water is Life" video, International
Association of Business Communicators (IABC) (October 2006)
• 2006 Cooling Industry Awards (October 2006),

• United States Environmental Protection Agency Climate Protection
Award, "Refrigerants, Naturally," (industry alliance co-founded with
McDonald's and Unilever) (2006), Ministry of the Environment
Award, Coca-Cola Korea Bottling Company (July 2006)
• Jilin Environment Friendly Enterprise, Jilin COFCO Coca-Cola
Beverages Co., Ltd., China (2006)
• Pollution Control Award 2005-2006, Coca-Cola India Patna Unit,
Bihar State Pollution Control Board (June 2006)
• Golden Peacock Environment Management Special Commendation
Award, World Environment Foundation (June 2006)
• Environmental Award, Coca-Cola Korea Bottling Company, Minister
of Environment (June 2006)
COMMUNITY
• Biggest Givers in Corporate Philanthropy, BusinessWeek (November

2007)
• Community Excellence Award for efforts to promote HIV/AIDS
education and prevention in China, The Global Business Coalition on
HIV/AIDS, Tuberculosis and Malaria (GBC) (June 2007)
• Best Sustainability Initiative, eKOfreshment program, Zenith
International Publishing Beverage Innovation Awards (March 2007)
• Special Award for UNESDA commitments on health and wellness,
Zenith International Publishing Beverage Innovation Awards (March
2007)
• Corporate Social Responsibility Award, Mexican American Legal
Defense and Education Fund (March 2007)
• Gold, Best Charity Marketing, Coca-Cola Philippines Calories for a
Cause program, Marketing Agencies Association Globes Awards
(March 2007)
• Gold, Best Charity Marketing; Best in Philippines - (Singapore),
Coca-Cola Philippines Calories for a Cause program, Promotions
Marketing Awards of Asia (March 2007)
• Most Valuable Grassroots Football Event, Coca-Cola Cup in
Kazakhstan, UEFA (European football's governing body) (February
2007)

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

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

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

• Gold Award - Best Metal Package, Burn 250ml aluminium bottle,
Starpack (May 2007)
• World's Fourth Most Powerful Brand, Coca-Cola, Millward Brown
Optimor study in cooperation with Financial Times (April 2007)
• No. 1 Sparkling Beverage Brand, Coca-Cola, Millward Brown
Optimor study in cooperation with Financial Times (April 2007)
• Beverage Innovation Award/Best New Adult Drink - 2nd place,
Coca-Cola Blak, UNESDA (March 2007)
• Best Campaign, Burn relaunch, GLTB (Gay, Lesbian, Trans and
Bisexual) Business Association (March 2007)
• Product of the Year - Best Energy and Isotonic Drinks Category,
POWERADE, Produkt Roku Sp z o.o. (February 2007)
• Ethical Brand Awards, Coca-Cola: No. 1 in the U.S., No. 3 in Spain
and No. 8 in France, market research group GfK NOP (February
2007)
• Most Valuable Brand, The Coca-Cola Company, Brand-Finance
Ranking (2007)
• Most Valuable Brand for 7th consecutive year, The Coca-Cola
Company, IPMARK (2007)
• Top 3 Most Valuable Brands, Coca-Cola, Milward Brown Optimar
(2007)
• Innovation of the Year, Coca-Cola Zero, Lebensmittel Praxis trade
magazine (2007)
• Product of the Year, Coca-Cola Zero, Sotto Tempo (2007)
• Beverage Innovation Awards - 2nd Place Best Overall Concept,
Minute Maid, UNESDA (2007)
• Campaign of the Year, Coca-Cola light, Cable and Satellite
Broadcasting Association of Asia Awards (November 2006),
• 2006 Can of the Year, Coca-Cola Blak, The Canmaker Summit
(October 2006)
• Product of the Year, Non-Alcoholic Beverages Category, Coca-Cola
Zero, Lebensmittel Praxis (October 2006)
• Brand of the Year, Kropla Beskidu, Media & Marketing magazine
(October 2006)
• Most Powerful Brand, Leading Brand, Coca-Cola, P&M and Gerente
magazines (September 2006),
• Most Trusted Brands, Coca-Cola, Reader's Digest in India
(September 2006)
• Ireland's No. 1 retail brand, Coca-Cola, Checkout magazine study
(August 2006),

• BusinessWeek/ Interbrand Global Brand Rankings (#1 six years
running), Coca-Cola (July 2006),
• Best Brand Poll (#3), Coca-Cola, Harris Interactive (June 2006)
• Top 10 Socially Responsible Brands, Coca-Cola, Alloy Media +
Marketing (ranked by U.S. college students) (June 2006)
MARKETING
Best In Show honors, "The Extreme Diet Coke & Mentos Experiments,"
OMMA Awards (October 2007)
• Bronze Award, International category, "The Coke Show - Coca-Cola's

Consumer Generated Media Approach," MIXX Awards (October
2007)
• Silver Award, Brand Awareness/Positioning category, "The Coke
Show - Coca-Cola's Consumer Generated Media Approach, " MIXX
Awards (October 2007)
• Silver Award, Mobile Platforms category, "Sprite Obey," MIXX
Awards (October 2007)
• Silver Award, VOD and Interactive Television category, "Sprite H2O:
Hip Hop on Demand," MIXX Awards (October 2007)
• Food & Beverage Team of the Year Award, Company's Trademark
Function, World Trademark Review magazine (August 2007)
• "Lion d'Or" (Golden Lion) - Best Internet Copy, "Video Game" ad,
International Advertising Festival (Cannes) (June 2007)
• Best Communication Strategy, Coca-Cola France "We All Speak
Football" campaign, Strategies magazine (June 2007)
• 2007 Public Relations Society of America (PRSA) Awards, "Walking
the Talk to Sustainable Growth - Blog Blast '06" and video
showcasing McDonald's Division's post-Katrina community service
efforts in New Orleans (June 2007)
• Best Advertiser Award 2006, Coca-Cola (Japan) Company, Ltd.
(CCJC), CM Data Bank (May 2007)
• Grand Kam Fan Award, Coca-Cola China, Association of Accredited
Advertising Agencies of Hong Kong (HK4As) (April 2007)
• Coke.com named finalist in nonalcoholic beverages category, New
York Festivals Interactive Advertising Competition (April 2007)

• Best Campaign, Burn relaunch, GLTB (Gay, Lesbian, Trans and
Bisexual) Business Association (March 2007)
• Wayne Rooney Short Film named finalist, Revolution Awards (March
2007)
• Coke.com/Music named finalist, Revolution Awards (March 2007)
• No. 3 in the U.S. and No. 12 globally, Financial Times/Bowen
Craggs Index of Corporate Website Effectiveness, www.thecoca-
colacompany.com, (March 2007)
• Bronze Reggie Award for International/Global Promotion, World Cup
Trophy Tour by Coca-Cola (March 2007)
• Gold, Best Charity Marketing, Coca-Cola Philippines Calories for a
Cause program, Marketing Agencies Association Globes Awards
(March 2007)
• Gold, Best Charity Marketing; Best in Philippines - (Singapore),
Coca-Cola Philippines Calories for a Cause program, Promotions
Marketing Awards of Asia (March 2007)
• Bronze for Lose/Gain Posters - Manila, Coca-Cola Philippines
Calories for a Cause program, Araw Values Awards (March 2007)
• Top Soft Drink Ad, "First Taste," USA TODAY's Ad Meter, a real-
time consumer focus group ranking of all Super Bowl commercials
(February 2007)
• Advertiser of the Year Award, Coca-Cola Spain, Anuncios Awards
(2007)
• Top Honors, Film Category, Coke Side of Life campaign "Happiness
Factory" ad, 20th annual Epica Awards (December 2006)
• No. 3, Top 10 Ads, Coke Side of Life campaign "Happiness Factory"
ad, Creativity magazine (December 2006)
• Bronze Lion Award, Coke Side of Life "What Goes Around" ad,
Cannes Lions International Advertising Festival (December 2006)
• No. 2 viral video, Diet Coke and Mentos online ad, Advertising Age
(December 2006)
• Coke.com named Best Website, British Interactive Marketing
Association (November 2006)
• Advertiser Seal of Approval, Parents Television Council (October
2006),
• Top Honors, Ramadan-themed print ad, Advertising Association of
Ghana’s (AAG) annual Gong-Gong Awards Program for Creative
Excellence (October 2006)

• "Advertiser Planning" Honor, Coca-Cola Japan "Refreshing Person to
Person, Coca-Cola" corporate advertisement series, 26th "Newspaper
Advertising Awards, (September 2006),
• Best Breakthrough Advertising, Malaysia World Cup Campaign, Asia
Interactive Awards (September 2006), Most Responsible Advertisers
(#8), The Parents Television Council (PTC) (August 2006),
• Finalist, Best Breakthrough Website, Qoo, Asia Interactive Awards
(August 2006),
• Coca-Cola, Coca-Cola Zero ads, Cannes Festival,
• Star Choice Award, Coca-Cola Zero,

RECOMMENDATION
Every one know about Coca-Cola company and what it represent, Coca-Cola the master
brand. Coca-Cola has developed and implements and expanding program and expending
program of presence marketing as in effective way to coca-cola brand. Advertisement
does have effect on the mind of the consumer. It has direct impaction the subconscious
mind and the purchase of a FMCG product depends up on the brand recall, which is only
due to a good advertisement.
The following can be made:-
 The company needs to select high profile sites in parks shopping show room to
communicate Coca-Cola values and increase the availability of product.
 In carrying out any business strategy it is first necessary to create a set a objective
to provide a clear direction and to monitor success overtime. It is essential to
have a clear picture of the type of people make of your core target market. The
building required a prestige location and character to support the luxury and
indulgence of the experienced. Coca-Cola need to focus on customer to aspire to
it.
 Effective advertisement creates a brand recalling feature. So it should be as per

taste and preference of customers.

CONCLUSION
After doing a dissertation this company I conclude

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

compared to other companies. The influence of celebrity is also
establishing the credibility to consumers about the product.
BI BLI OG RA
PH Y
Reference Books
• Philip Kotler- Marketing Management - south Asian edition
TATA McGraw HILL
• John C Mowen & Michael Minor -Consumer Behavior
• R.S.Pillai- Modern marketing management
Journal
• Indian management
• The Indian journal of marketing.
MAGAZINES
• Business World
• India Today
• Sports Stars
WEBSITES

• www.google.com
• www.askjeeves.com
• www.pepsico.in
• www.cocacola.co.in
• www.nagpurkhoj.com

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“Study of

With the help of :

AMAR KUMAR GUPTA Page 1 7/11/2009

I take this opportunity to acknowledge the

deep sense of gratitude towards my friend ARSHAD, whose

valuable co-operation and guidance resulted in successful

completion of this dissertation. He not only encouraged me

the manuscript carefully and made numerous valuable

suggestions and corrections which have greatly improved the

AMAR KUMAR GUPTA

AMAR KUMAR GUPTA Page 2 7/11/2009 2

2. MISSION, VISION & VALUES

4. COCA COLA IN INDIA

8. AWARDS 2006 & 2007

AMAR KUMAR GUPTA Page 3 7/11/2009 3

AMAR KUMAR GUPTA Page 4 7/11/2009 4

• To Refresh the World... in body, mind, and spirit.

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

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World of Coca-Cola encompasses the rich history and progress

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BIRTH OF A REFRESHING IDEA

Kettle in his backyard. He first distributed the new

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THE MEN WHO MADE COCA-COLA

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COCA-COLA FIRST BOTTLED

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THE BOTTLING SYSTEM

THE NAGPUR PLANT

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When coke re-entered India it found Pepsi had

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Thumps-up is the leading carbonated soft drink and

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

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Worldwide sprite is ranked as the no. 4 soft drink & is

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STEPS TAKEN TO ACHIEVE THE OBJECTIVE

OFFERS AND SCHEMES

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STRATEGIC PLANNING AND

LAUNCHING OF A NEW PRODUCT

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• Coke’s acquisition of local popular Indian brands including

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URBAN VERSUS RURAL INDIA

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WAREHOUSING & DELIVERY

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