Você está na página 1de 37

Coca-Cola

China, India, South Africa


Presented By: S.Dayanand Bibhash Bormedhi Tirumalesh Goud A.Nag.Mallick Arjun Ravi Teja Sree Harsha Gitam School of International Business, MBA(IB)- 2011-2013

INTRODUCTION

..

CHINA

INTRODUCTION
Entered China in 1929

Chinese industry dominated by soft drinks

FIRST BOTTLING PLANT OF COCA COLA IN CHINA

Established through Localization of manufacturing and distribution activities a By 1948, Shanghai was the first market outside of the United States to post annual sales of more than one million cases of Coca-Cola..

Set Back in 1949 under Communist influence and reentered in 1979

Perception and advertisements


Seen as a product to reduce the need of thirst The company has taken up the "think local, act local" approach By making light variants of their products and associating their brands with sport activities Shows happy and laughing people in their advertisements when they drink Coca-Cola

Ice dew

Maaza milky

Chivalry

Corporate social responsibility


The Coca-Cola Foundation, the global philanthropic arm of The CocaCola Company, has awarded grants to six U.S. colleges and universities to send approximately 160 students to study abroad in China over the next four years in support of the U.S. State Department's "100,000 Strong Initiative. A Corporate Campaign for Clean Water in China Coca-Cola Using Recycled Plastic and plant by-product Coca-Cola to Plant One Million Trees to Stop Beijing Sand Storm

India

INDIA

History
Coca Cola came to India and introduced soft drinks to the Indian public in the year of 1956, eight years after independence Operating under one hundred percent foreign equity, the company earned a lot of money in a short amount of time.

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.

Coca-Cola returned to India in 1993 Acquired local popular Indian brands including Thums Up, Limca, Maaza, Citra and Gold Spot.

Products

Advertising strategies
Coca-Cola began using Indianized themes to appeal to the Indian customers. CocaCola also realized that the Indian youth were obsessed with Hindi movie stars and cricketers. Therefore, if these stars could be roped in for the advertisements the connection of the target segment with the brand could be enhanced.

Brand Ambassadors

Coke Rural initiatives


Coke realized that real market in India is the rural areas and believed that if they can crack it then there is a tremendous potential.

It introduced 200ml bottles at Rs 5 there by bridging the gap between soft drinks and local options like tea, buttermilk or lemon water.

It doubled the spend on Doordarshan. This was done by getting Aamir Khan to play various roles in the advertisements that represented the various sections of Indian rural customers.

Allegations
Communities across India living around Coca-Cola's bottling plants are experiencing severe water shortages, directly as a result of Coca-Cola's massive extraction of water from the common groundwater resource.

The wells have run dry and the hand water pumps do not work anymore. Studies, including one by the Central Ground Water Board in India, have confirmed the significant depletion of the water table. Tests conducted by a variety of agencies, including the government of India, confirmed that Coca-Cola products contained high levels of pesticides.

Pesticide issue
The brand managers of Coke relied on Aamir Khan to reaffirm customers faith in the brand. In this advertisement. The brand communication was expected to be effective since Aamir Khan is a popular actor and his testing to the safety of the product was expected to have a reassuring effect on the customers reassured.

CSR
Golden Peacock Global Award for replenishing ground water and setting a target to reach a "net zero" balance with respect to groundwater usage in 2009.
India Today Pegasus Corporate Social Responsibility Gold Award 2008, instituted by Readers Digest, for its partnership with India's leading nongovernment organization (NGO)

In partnership with several NGOs, central and state government agencies and local communities, CCI has installed 400 rainwater harvesting projects across the India, constructed several check dams, and rejuvenated ponds and step wells.

In partnership with Rotary International, CCI launched the "Elixir of Life" project to provide potable water to more than 30,000 underprivileged children in and around Chennai Additionally, CCI and UN-Habitat have signed an agreement that includes the provision of clean drinking water to 100 schools in West Bengal.

Drip irrigation projects


Coca-Cola system provides part funding to farmers to install the equipment while Krishi Vigyan Kendra provides the know how, training and insights to the farmers to carry out drip irrigation based farming. At the end of 2009, 113 drip-irrigation projects spread over an area of 56 hectares.

Support my school

Coca-Cola India and NDTV join hands to launch the "Support My School" Campaign, a movement for Healthy, Active and Happy schools.

South Africa

INTRODUCTION
Entered South Africa in1928

First bottling plant and distribution centre in Johannesburg.

Largest Coca-cola market in the continent and consistent top 10 performer in the world

Average of 235 beverage servings to each person in the country every year - a rough total of 10 billion units

1 job inside = 10 jobs outside coca cola, by University of South Africas Bureau of Market Research(2007)

Significant contributor to countrys economy and supports industries like food and agriculture, packaging, chemicals, iron and steel, motor vehicles, electricity, business services and general trade sectors.

Advertising
Coca-Cola was the most recognized brand in South Africa. This awareness of the product can be solely attributed to its advertising campaigns. Sponsoring many projects in black townships, supporting sports events and competitions for young people. The company advertises mainly outdoors: on banners, billboards, posters, paintings on buildings (such as cafes), delivery vehicles and kiosks

Products

Corporate social responsibility


$6 million announced by The Coca-Cola Company and The Coca-Cola Africa Foundation dedicated to water and sanitation partnerships aimed at improving the lives of an estimated 250,000 women and girls on the African continent. With NGOs and government organizations as partners, The Coca-Cola Company is able to positively impact communities in need through health, safety, education, and income-generating activities for women. Coca-Cola focuses on AIDS education in Africa: The Coca-Cola Africa Foundation and UNAIDS collaboratively focusing on AIDS education, prevention and treatment programs. Apart from encouraging social responsibilities and human rights it also covers environmental issues like water, energy and carbon management, packaging and waste.

THIRST STOPS HERE