COMPRATIVE STUDY OF SD IN GKP

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A

COMPARATIVE STUDYOF

COKE & PEPSI

PROJECT REPORT

Submitted in fulfillment of theRequirements for the Degree of

MASTER OF

BUSINESSADMINSTRATION

of

SIKKIM MANIPAL UNIVERSITY GANGTOK, India

(Session : 2010-2012)

Centre for: TUPLES

Web-http://www.tuples.in

243,Sector-1,Shastri Nagar,Meerut.

Submitted To:Mrs. Rubina Bhardwaj

(H.O.D) (Marketing)

TUPLES

Shastri Na ar, Meerut

Submitted By: ANMOL KUMAR

MBA IV Semester (Marketing)

Roll No-820639079

TUPLES

Shastri Nagar,Meerut



STUDENT DECLARATION

I, hereby certify that the Survey data collection and analysis work

related to research project report on ‘Marketing Research about

A COMPARATIVE STUDY OF COKE AND PEPSI’ has been

carried out exclusively on my own effort under the supervision of

Mr. PARVEEN CHAUDHARY (Ass. Sales Manager,Coca

Cola Company,Meerut) is my research guide and Mrs. Rubina

Bhardwaj, Faculty Guide Tuples Shastri Nagar Meerut,.

Anmol Kumar

IVth SemRoll N. 820639079

Tuples ,Shastri Nagar, Meerut.

TUPLES Web-http://www.tuples.in

243,Sector-1,Shastri Nagar,Meerut



CONTENTS

1. Certificate of Project.

2. Preface

3. Acknowledgement

4. Introduction,

a. Profile of Coca-Cola

b. Around the world

c. Various brands of Coca-Cola Company ….09--37

d. Products and packaging MYTHS and RUMORS ….38

e. Mission Coca Cola India

f. Faboulas facts about Coca-Cola …………41--47

g. Slogan

h. Going Global Coca-Cola dominated. ………….5054

5. Executive Summary ………… 55-56

6. A Brief profile of Flavoured & Pack. …………..57

7. Objectives. 8. Research Methodology

(a) Method of marking research …………..60

(b) Research design

(c) Method of data collection ………….

(d) Sampling plan

9. Analysis & Design

10. Finding.

11. Conclusion.

12. Suggestions.

13. Limitations.

14. Appendix.

15. Bibliography.



CERTIFICATE

TO WHOM IT MAY CONCERN

This is to certify that Mr. Ram niwas Gupta Roll No. 520963672 of MBA is

a student ofSVIIT GORAKHPUR for the session 2010-2012

He has completed the summer training project report entitled “A

Comparative Study Of Coke & Pepsi in GORAKPUR” in the organization

Coke for the partial fulfillment for the award of MBA degree under

“SIKKIM MANIPAL UNIVERSITY OF HELTH, MEDICAL &

TECHNOLOGICAL SCIENCE GANGTOK”

The research report is satisfactory.

Project Supervisor

Auth. Singnature



*****

PREFACE

The present is an era of cut throat competition after liberalization policy of Indian Govt.

plethora of MNC enter in India. As a result to day every business hold a view of

globalization.

The new product are launching and the old and absolute product are being obliterating

from the market every second.

There is no monopoly played by an enterprise in every one.

There is an existence of rival enterprise the rivals are strong enough to vanguisth each

other sort of dared erstine struggle has taken its break though in the corporate and

business world..

The same is befalling between Coca-Cola and Pepsi.

Some times one Coca Cola over powered the Pepsi and some time vice versa has taken

place regarding the market share and scaled volume though the rivalry contrive rood the

year but it is at zenith in summer

.

********



Acknowledgement

I would like to express my sincere gratitude towards ----------------------------

--------------------------------------for providing me the opportunity to work and learn

through this end-term project.

I am extremely grateful to my esteemed project guide, --------------------------

------------------------------for giving me an opportunity to work with him and his

indispensable help and guidance throughout this project and for inspiring me to

strive to achieve the best in difficult situations.

While doing the project I visited many companies in Meerut region and

met many senior personnel. I would like to extend my special thanks to all of

them for sparing their time to patiently answer the questions and giving their

views.

-------------------------------

RAM NIWAS GUPTA

MBA- IV Sem.



INTRODUCTION

PROFILE OF COCA-COLA

BIRTH OF A REFRESHING IDEA

John Stryth Pemberton first introduced the refreshing coke taste of Coca cola

in Atlanta Georgia. It way may of 1886 when the pharmacist concocted a

caramel colored syrup in a three-legged brass kettle in this backyard. The

first “distribute” the new product by carrying Coca Cola in a Jud down the

street to Jacobs Pharmacy for five cents. The consumers could enjoy a glass

of Coca Cola at the soda function, which was proclaimed delicious and

refreshing.

Dr. Pemberton’s partner and bookkeeper Frank M. Robinson, Suggested the

name and penned Coca Cola in unique following script that is famous world

wide today. Mr. Robinsan thought “the two C’s would look well in

advertising.By 1886, sales of Coca Cola averaged nine drinks per day. That first year,

Dr. Pemberton sold 25 gallons of syrup, shipped in bright red wooden kgs

.Red has been a distinctive color associated with the No.1 soft drink brand

ever since. For this effort, Dr. Palmerton grossed $50 and spent $73.96 on

advertising.

In 1891, Atlanta entrepreneur. As G. Candler had acquired complete owner

ship of the Coca cola business within for his merchandising flair helped

expand consumption of Coca cola to every state and territory. In 1919, the

coca cola way sold to a group investors for $25million, Robert W.Woodrup

become president of the Coca cola company in 1923, and his more than six

decades of leadership took the business to unrivaled height of commercial

success making coca Cola in institution the world over.



COCA-COLA FIRST BOTTLED

Coca Cola began as a ferntevin product but candy merchant jusepth A.

Biedentrnn of Mississippi was looking for a way to serve this resrashing

beverage at picnics. Tiebegan offering bottled Coca –Cola, using syrup

shipped from Atlanta, during an especially, busy summer in 1894.

In 1899, large scale bottling become possible when as concluder granted

exclusive bottling rights to Joseph B. whiter head and Benjamin F. Thomas

of Chattanooga, Jenacessec. The contract market the beginning of the Coca

cola company’s unique intendment bottling system that remains the

formdation of the company soft drink operations.

Back then, sod a bottles were all very similar and Coca-Cola has many

imitators, which consumers would be unable to identify until they took a sip.

The answer way to create a distinct bottle for Coca Cola. As a result the

genuine Coca Cola bottle with the contour shape now known the world way

developed in 1915 by the red Glass company.



DATES : 1894-EARLY

1900’S

DATES : 1995-1916

The Second type of “Coke” bottle



DI AM OND CAN

Made avai lab le in 1955

to Mil i ta ry

DATES: 1915- TODAY

hobbleskirt or contour bottle.



DOUGLAS N. DAFT

Chairman of the Board and Chief

Executive Officer The Coca-Cola Company

Douglas N. Daft was elected chairman, Board of Directors, and chief

executive officer of The Coca-Cola Company on February 17, 2000. Mr.

Daft is the 11th chairman of the Board in the history of the Company.

Mr. Daft, 60, joined the Company in 1969 as planning officer in the Sydney,

Australia office. He held positions of increasing responsibilities throughout

Asia and in 1982 was named vice president of Coca-Cola Far East Ltd.

In December 1988, Mr. Daft was named president of the North Pacific

Division and president of Coca-Cola (Japan) Co., Ltd. He moved to the

Company's Atlanta headquarters

in 1991 to assume the responsibility of president of the Pacific Group an

in 1999 his responsibilities were expanded to include the Company's Africa

Group, and Schweppes Beverage Division, as well as the Middle and Far East

Group.

Mr. Daft was elected president and chief operating officer of The

Coca - Cola Company in December 1999.



He serves on the boards of Sun Trust Banks, the Boys & Girls Clubs of

America, Catalyst, the CERGE-EI Foundation(Center for Economic Research

and Graduate Education - Economics Institute) in the Czech

Republic, the Lauder Institute for Management and

International Studies at the University of Pennsylvania, the Prince of

Wales International Business Leaders Forum, the Grocery

Manufacturers of America, the British - American Chamber of

Commerce, the G100, the Woodruff Arts Center, the Commerce Club,and the McGraw-Hill Companies. Mr. Daft is a trustee of Emory

University, the American Assembly and the Center for Strategic &

International Studies. He is also a member of The Trilateral

Commission, The Business Council, and The Business Round table.

Mr. Daft received a bachelor's degree in mathematics from

the University of New England and a post-graduate degree in

administration from the University of New South Wales. He holds

an honorary doctorate in international law from Thunderbird, The

American Graduate School of International Management.



AROUND THE WORLD

Although Coca-Cola was first created in the United States, it quickly

became popular wherever it went. Our first international bottling plants opened in

1906 in Canada, Cuba and Panama, soon followed by many more. Today, we

produce more than 300 brands in over 200 countries. More than 70 percent of

our income comes from outside the U.S., but the real reason we are a truly global

company is that our products meet the varied taste preferences of consumers

everywhere

OUR PARTNERS

The Coca-Cola Company works with a wide variety of organizations to

support health, fitness and good nutrition. Visit these sites for more information

about positions, programs and activities.

The Coalition for a Healthy and Active America (CHAA) CHAA was

formed in 2003 by concerned organizations and national leaders to educate

parents, children, schools, and communities about the critical roles physical

activity and nutrition education play in reversing the alarming trends of childhood

obesity. As a non-profit national grassroots coalition, CHAA is a vigorous

advocate for developing healthy and active lifestyles for America's youth.

CHAA is committed to working with schools to rededicate time for physical

fitness; giving parents the freedom to help their children make their own

nutritional choices; building school-business model relationships that benefit our

families by supporting healthy and active lifestyles; and finding solutions to

childhood obesity that are both responsible and realistic

American Council for Fitness and Nutrition The American Council for

Fitness and Nutrition (ACFN) is a group of food, beverage and consumer



products companies, not-for-profit organizations and trade associations working

together to improve the health of all Americans, particularly youth, by

encouraging a healthy balance between fitness and nutrition. The cornerstone of

all ACFN initiatives is the idea that lasting solutions to the nation's obesity

problem must be based on sound science and behavioral research. Such policies

are likely to help parents and their children develop eating and exercise habits

that lead to a healthier life.

Grocery Manufacturers of America The Grocery Manufacturers of America

(GMA) represents the food, beverage and consumer products industry on key

issues that affect the ability of brand manufacturers to market their products

profitably and deliver superior value to the consumer.

International Food Information Council (IFIC) Foundation The IFIC

Foundation is a public education foundation disseminating sound, science-

based information on food safety, nutrition and health.

International Life Sciences Institute Founded in 1978, the International Life

Sciences Institute (ILSI) is a nonprofit, worldwide foundation that seeks to

improve the well-being of the general public through the pursuit of balanced

science. Its goal is to further the understanding of scientific issues relating to

nutrition, food safety, toxicology, risk assessment, and the environment by

bringing together scientists from academia, government, and industry.

Kidnetic.com

Kidnetic.com is a fun, interactive Web site that emphasizes healthy living

achieved through a balance of physical activity and responsible eating habits.

The Web site gives young people and their parents the tools and ideas to help

change habits and plant the seeds for healthier families tomorrow. Kidnetic.com

is a program of the International Food Information Council (IFIC) Foundation.

National Association for Sport and Physical Educationsociation for Sport and

Physical Education seeks to enhance knowledge and professional practice in

sport and physical activity through scientific study and dissemination of research-

based and experiential knowledge to members and the public.



National Soft Drink Association The National Soft Drink Association (NSDA) is

the trade association for America's soft drink industry, serving the pub.

VARIOUS BRANDS OF COCA-COLA COMPANY

A

A&W * Ades Alive Almdudler

Ambasa American Andifrut Andina Nectar

ardis

rdi Mixersr

q'

s

Beat Belte Beverly Bibo Bimbo

BeverlyBib



ola

Coke

*

s

s

Light

Cola

*

*

caffeine free Coke light/diet Coke

King

*

s

s

Light

Cola

*

*

Cal King

*

s

s

Light

Cola

*

*

ight/diet Coke

King

*

s

s

Light

Cola

*

*

Cal King

*

s

s

Light

Cola

*

*

Calypso

*

s

s

Light

Cola

*

*





*

Canning's

Cappy

Coke

Light

Cola

*

*

Caprice

Coke

Light

Cola

*

*

Carvers Chafresco Chaho Charrua

Coke

Light

Cola

*

*

*

Caprice

Coke

Light

Cola

*

*

Carvers Chafresco Chaho Charrua

Coke

Light

Cola

*

*

Carvers

Chafresco

Chaho

Coke

Light

Cola

*

*





Cheers

Coke

Light

Cola

*

*

Cherry Coke

Light

Cola

*

*

Chinotto

Light

Cola

*

*

Chinotto Light

Light

Cola

*

*

Cola

*

*

Chinotto

Light

Cola

*

*

Chinotto Light

Light

Cola

*

*

Chippewa

Chivalry

Ciel

Citra

Coke II

*

*

Chippewa

II

*

*





Coke II Coca-Cola Cocoteen Cresta

* Cristal Crush

* Crystal Cumberland Gap

Coke II Coca-Cola Cocoteen Cresta

* Cristal Crush


Coca-Cola Cocoteen Cresta

* Cristal Crush


Cocoteen Cresta * Cristal Crush


Cresta * Cristal Crush


Cristal

Crush *

Crystal

CumberlandGap

Coca-Cola Cocoteen Cresta* Cristal Crush


Cocoteen Cresta * Cristal Crush

*

Crystal

Cumberland Gap

Cresta * Cristal Crush


Cristal Crush * Crystal CumberlandGap

Cristal Crush * Crystal Cumberland

Gap

Crush * Crystal Cumberland Gap

Crystal Cumberland Gap







D Dannon * Dasani Water Delaware Punch DESCA

diet A&W * diet Almdudler

Diet Andina

Nectar/Andina

Nectarlt

diet Barq's

diet Charrua diet Cherry Coke

dietCoke/Coca-Cola

light

Diet Coke/Coca-Cola light with

lemon

Diet Coke/Coca-

Cola light with

lemon

Eva Evian *



Fanta Finley Fioravanti

Fanta

Finley Fioravanti

Fontana Fraser & Neave Freezits Fresca

Kapo Axion Kapo

Linnuse Love Body



back to top

Maaza Mad

RiverMaaza

Mad River Magnolia

Manzana Mia Marocha Master Chill























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INGREDIENTS MYTHS & RUMORS All our soft drinks are wholesomebeverages manufactured in compliance with the U.S. Federal Food Laws, the

laws of all U.S. states, and the laws of nearly 200 countries throughout the

world where our product share marketed.

INGREDIENTS MYTHS & RUMORS

All our soft drinksU.S. Federal Food

countries througho

All our soft drinksU.S. Federal Food

countries througho

Unfortunately, the

false information a

rumors circulating

cause health probl

easily get the facts

Here are some rumors you may have seen or heard

• The acidity of cola drinks is strong enough to dissolve teeth and bones.

Phosphoric aci

headaches,

cancer.

causes can

solvent.







YOUR HEALTH AND OUR BEVERAGES

There is growing confusion about what constitutes a healthy diet. With so muchconflicting information available about health and nutrition, it can be very difficult

to determine what is accurate and what is not.

The truth is that soft drinks and other beverages have a place in a healthy

lifestyle. A healthy diet incorporates the basic principles of variety, balance and

moderation without sacrificing enjoyment.

• HEALTH AND OUR BEVERAGES -- THE FACTS

Facts on Diabetes and Soft Drinks

• Soft drinks do not contribute to diabetes.

• Children who are obese have a greater risk of type 2 diabetes but this

is not related to the sugar content in soda

Facts on Aspartame and Soft Drinks

Key Fact



• Aspartame is a safe low-calorie sweetener, approved by more than 90

nations and scores of health organizations, that has never been linked to

any health risks.

Facts on Healthy Bones and Soft Drinks

Key Fact

• The caffeine and phosphoric acid in soft drinks does not affect bone

health.

Facts on Hyperactivity and Soft Drinks

Key Fact

• The sugar in soft drinks does not cause children to be hyperactive.

Facts on Milk Consumption and Soft Drinks

Key Fact

• The consumption of soft drinks has not affected calcium consumption.

Facts on Sedentary Lifestyle and Obesity

Key Facts

• Rising obesity rates are due in large part to sedentary lifestyles and lack of

physical activity.

• Soft drinks can be part of an active lifestyle

Facts on Sugar and Soft Drinks

Key Facts

• Sugar consumption has not been shown to cause obesity.

• There are no nutritional differences between sugars and the body uses

them all the same way.

• The amount of sugar and calories in soft drinks is about the same as

many fruit juices

Facts on Caffeine and Soft Drinks

Key Facts



• Soft drinks containing caffeine are not addictive.

• Caffeine has no negative impact on hydration or bone health.

• There is no connection between cardiovascular disease and caffeine

HISTORY OF BOTTLING

Coca-Cola® originated as a soda fountain beverage in 1886 selling for five

cents a glass. Early growth was Impressive, but it was only when a strong

bottling system developed that Coca-Cola became the world-famous brand

it is today.

store in Vicks

1894 … A modebeverage called C

using a common

Company. Candle

Candler focused o



1899 … The firs

1899 … The first bottling agreement

Two young attorneys from Chattanooga, Tennessee believed they could build a

business around bottling Coca-Cola. In a meeting with Candler, Benjamin F.

Thomas and Joseph B. Whitehead obtained exclusive rights to bottle Coca-Cola

across most of the United States -- for the sum of one dollar. A third Chattanoogalawyer, John T. Lupton, soon joined their venture.

1900-1909 … Rapid growth

The three pioneer bottlers divided the country into territories and sold bottling

rights to local entrepreneurs. Their efforts were boosted by major progress in

bottling technology, which improved efficiency and product quality. By 1909,

nearly 400 Coca-Cola bottling plants were operating, most of them family-owned

businesses. Some were open only during hot-weather months when demand

was high

1916 … Birth of the Contour Bottle



Bottlers worried that Coca-Cola's straight-sided bottle was easily confused with

imitators. A group representing the Company and bottlers asked glass

manufacturers to offer ideas for a distinctive bottle. A design from the Root Glass

Company of Terre Haute, Indiana won enthusiastic approval. The Contour Bottle

became one of the few packages ever granted trademark status by the U.S.

Patent Office. Today, it's one of the most recognized icons in the world - even in

the dark!

1920s … Bottling overtakes fountain sales

As the 1920s dawned, more than 1,000 Coca-Cola bottlers were operating in the

U.S. Their ideas and zeal fueled steady growth. Six-bottle cartons were a huge

hit starting in 1923. A few years later, open-top metal coolers became the

forerunners of automated vending machines. By the end of the 1920s, bottle

sales of Coca-Cola exceeded fountain sales

1920s and '30s … International expansion

Led by Robert W. Woodruff, chief executive officer and chairman of the Board,

the Company began a major push to establish bottling operations outside theU.S. Plants were opened in France, Guatemala, Honduras, Mexico, Belgium,

Italy and South Africa. By the time World War II began, Coca-Cola was being

bottled in 44 countries



1940s … Post-war growth



During the war, 64 bottling plants were set up around the world to supply the

troops. This followed an urgent request for bottling equipment and materials from

General Eisenhower's base in North Africa. Many of these war-time plants were

later converted to civilian use, permanently enlarging the bottling system and

accelerating the growth of the Company's worldwide business.

1950s … Packaging innovations

For the first time, consumers had choices of Coca-Cola package size and type-

the traditional 6.5 ounce Contour Bottle, or larger servings including 10-, 12- and

26-ounce versions. Cans were also introduced, becoming generally available in

1960.

1960s … New brands introduced

Sprite®, Fanta®, Fresca® and TAB® joined brand Coca-Cola in the 1960s. Mr.

Pibb® and Mello Yello® were added in the 1970s. The 1980s brought diet

Coke® and Cherry Coke®, followed by PowerAde® and Fruitopia® in the 1990s.

Today scores of other brands are offered to meet consumer preferences in localmarkets around the world

1970s and '80s … Consolidation to serve customers

As technology led to a global economy, retail customers of

The Coca-Cola Company merged and evolved into

international mega-chains. Such customers required a new

approach. In response, many small and medium-size

bottlers consolidated to better serve giant international customers. The Company

encouraged and invested in a number of bottler consolidations to assure that its

largest bottling partners would have capacity to lead the system in working with

global retailers

As technology led to a global economy, retail customers of The Coca-Cola

Company merged and evolved into international mega-chains. Such customers

required a new approach. In response, many small and medium-size bottlers

consolidated to better serve giant international customers. The Company



encouraged and invested in a number of bottler consolidations to assure that its

largest bottling partners would have capacity to lead the system in working with

global retailers

1990s … New and growing markets

Political and economic changes opened vast markets that were closed or

underdeveloped for decades. After the fall of the Berlin Wall, the Company

invested heavily to build plants in Eastern Europe. As the century closed, more

than $1.5 billion was committed to new bottling facilities in Africa.

21st Century … Think local, act local

The Coca-Cola bottling system grew up with roots deeply planted in local

communities. This heritage serves the Company well today as consumers seek

brands that honor local identity and the distinctiveness of local markets. As was

true a century ago, strong locally based relationships between Coca-Cola

bottlers, customers and communities are the foundation on which the entire

business grows

BOTTLING TODAY

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's largest cities to its most remote villages, our bottling system is made up of

locally rooted enterprises committed to quality. The Coca-Cola Company

bottling partners are always local businesses, exerting a strong influence on

economic development and actively participating in community life through

local events and philanthropic activities.

Bottlers and Customers



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i

l

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bottling system is made up of locally rooted enterprises committed to quality.

The Coca-Cola Company bottling partners are always local businesses,

exerting a strong influence on economic development and actively

participating in community life through local events and philanthropic

activities.



Bottlers and Customers



Bottlers are a critical local link. They sell our brands to businesses and

institutions, retail chains, supermarkets, restaurants, small neighborhood grocers,

sports and entertainment venues, schools and colleges, among others. These

customers, in turn, are where you go when you want a Coke® or one of our other

brands.

For each of our customers, providing the right mix of Company products and

packages at the right price is the foundation of mutual success. Local consumer

tastes determine the brands and package types a particular customer wants us

to supply. Bottlers in many countries offer tours of their facilities to schoolchildren

and adult groups. Contact the local bottler in your region for more information on

tours and other activities that our bottlers sponsor.

A Revolution in Plastics Recycling

If you ask Peter Anderson, project director of the Plastic Redesign Project (PRP),

The Coca-Cola Company has spurred a revolution in the economics of plastics

recycling, with its decision three years ago to establish a public goal for using

recycled content in PET (Polyethylene Terephthalate) bottles.

The company made the ground-breaking commitment in 2000 to use 10%

recycled content in its plastic bottles by 2005, culminating its years-long work to

help commercialize recycling PET bottles from curbside programs into new

bottles.

In February 2003, The Coca-Cola Company received an award from the PRP, as

it reached a milestone in that commitment, with 10% recycled content in 80% of

its bottles. During the ceremony, Anderson expressed the industry's gratitude to

the company's commitment, "We cannot begin to tell you how much we

appreciate your bold decision to step up to the plate, following on your decade-

long dedication to technology development with a public commitment."



The PRP is a coalition of local and state recycling officials. It works constructively

with packagers to improve the economics of plastics recycling by designing

plastic bottles for recyclability and by increasing the use of recycled content in

plastic bottles.

According to Anderson, the PET recycling system had struggled financially for

years. Because of the size and influence of The Coca-Cola Company, their 2000

commitment jolted the market and initiated an overall improvement to the

industry. He revealed that the company can claim responsibility for increasing the

demand for recycled PET, expanding the size of the RPET (recycled PET) bottle

market, creating a standard for other beverage companies to follow that should

eventually double the impact, and helping to develop technological innovationthat is anticipated to bring down the cost of upgrading technologies, making it

less expensive to use recycled PET.

The PRP and The Coca-Cola Company also plan to work together to encourage

bottle designs that consider their impacts on recycling, in an effort to protect the

valuable new end markets for recycled PET that the company's commitment has

created.

Receiving the award for outstanding corporate responsibility on behalf of The

Coca-Cola Company were Scott Vitter’s, Environmental Manager, and Jeffrey

Hansen, Packaging Recycling System Manager.

Vitter’s explained that the Coca-Cola system has worked diligently over the past

decade to develop sustainable recycling technologies. "We appreciate the

recognition for these efforts and look forward to continuing to drive new

innovation. The company continues ahead of schedule to meeting its 2005 goal

WORKPLACE CULTURE



With the same spirited investment as the world's premier marketer and beverage

industry leader for more than 116 years, we are focused on strategic workplace

programs that help assure the success of our commitment to embracing the

similarities and differences of people, cultures and ideas.

Cultural Sensations - This employee awareness program takes diversity

beyond representation and provides employees an opportunity to learn about

different cultures and regions of the world in which we do business. Our Cultural

Sensations program is designed to foster dialogue about the similarities and

differences of people, cultures and ideas through the use of art, music, dance,

food and special events.

Diversity Advisory Council - The company's corporate Diversity AdvisoryCouncil consists of a representative group of employees from all levels, functions

and business units of the organization. The Council develops recommendations

for senior management on advancing the company's efforts towards achieving

our diversity objectives.

Employee Forums - We believe that a sense of community enhances our ability

to attract, retain, and develop diverse talent and ideas as a source of competitive

business advantage. In the United States, through employee forums, employees

can connect with colleagues who share similar interests and backgrounds. In

those forums and elsewhere, employees support each other's personal and

professional growth and enhance their individual and collective ability to

contribute to the company. Forums that are currently active include:

WORKPLACE POLICIES



Within every large organization, there are always governing rules, and our

company is no exception. The Coca-Cola Company and its subsidiaries maintain

a long-standing commitment to equal opportunity, affirmative action and valuing

the diversity of our employees. In order to foster an environment that is

productive, healthy, safe, and successful for all of our employees, our company

has policies to help guide the behaviour that shape our work environment.

Code of Business Conduct

Our Code of Business Conduct (English Translation) serves to guide the actions

of our employees, officers and directors in ways that are consistent with our core

values: honesty; integrity; diversity; quality; respect; responsibility; and,

accountability. The Code helps our people play by the rules wherever we operate

around the world. And, we have well-defined procedures for times when

concerns arise, in The Code of Business Conduct Procedural Guidelines (English

Translation).

Equal Opportunity

The Coca-Cola Company values all employees and the contributions they make.

Consistent with this value, the company reaffirms its long-standing commitment

to equal opportunity and affirmative action in employment, which are integral

parts of our corporate environment. The company strives to create a work



environment free of discrimination and physical or verbal harassment with

respect to race, gender, colour, national origin, religion, age, disability, sexual

orientation, or veteran status. We will make reasonable accommodations in the

employment of qualified individuals with disabilities, for religious beliefs, and

whenever else appropriate

The company maintains equal employment opportunity functions to ensure

adherence to all laws and regulations, and to company policy in the areas of

equal employment opportunity and affirmative action. All managers are expected

to implement and enforce the company policy of non-discrimination, equal

employment opportunity, and affirmative action, as well as to prevent acts of

harassment within their assigned area of responsibility. Further, it is a part of

every individual's responsibility to maintain a work environment that reflects the

spirit of equal opportunity and prohibits harassment.

Individuals with Disabilities, Disabled Veterans and Veterans of the

Vietnam Era

The Coca-Cola Company has a long-standing commitment to take affirmative

action to employ and advance the employment of qualified individuals withdisabilities, disabled veterans, and veterans of the Vietnam Era. As part of these

efforts, we periodically invite disabled individuals, disabled veterans, veterans of

the Vietnam Era, and other covered veterans to identify themselves as such, if

they have not already done so, by advising their Human Resources

representatives.

The information provided by an employee is voluntary, and will be handled

confidentially. However, if it's necessary to assist an employee in performing job

responsibilities, appropriate managers may be informed regarding any

restrictions on work, necessary accommodations, or conditions that might require

emergency treatment

THE COCA-COLA PROMISE



The Coca-Cola Company exists to benefit and refresh every one it touches.

The basic proposition of our business is simple, solid and timeless. When we

bring refreshment, value, joy and fun to our stakeholders, then we successfully

nurture and protect our brands, particularly Coca-Cola. That is the key to fulfilling

our ultimate obligation to provide consistently attractive returns to the owner so

four business.

MARKETPLACE

More than a billion times every day, thirsty people around the world reach for

Coca-Cola products for refreshment. They deserve the highest qualityevery

time. Our promise to deliver that quality is the most important promise we make.

And it involves a worldwide, yet distinctively local, network of bottling partners,suppliers, distributors and retailers whose success is paramount to our own. Our

investment in local communities in over 200 countries totals billions of dollars in

jobs, facilities, marketing, the purchase of local goods and services, and local

business partnerships. Always and everywhere, we pursue continuous innovation

in the products we offer, the processes we use to make them, the packages we

develop and the ways we bring them to market.



WORKPLACE

The Coca-Cola system is one of the most diverse organizations on earth, with a

rich mosaic of talented colleagues who bring a variety of intellectual,

professional, ethnic and cultural perspectives to our enterprise. They reflect the

nations, cultures and languages of the world.

Our policy is to foster an inclusive environment that encourages all

employees to develop and perform to their fullest potential.

Our workplace must be a place where everyone's ideas and contributions are

valued. Our employees deserve equal treatment under our policies governing

compensation, advancement, health, safety and other aspects of workplace life.

We understand that fairness in the workplace, coupled with the opportunity to

develop individual capabilities, fosters our collective success.

ENVIRONMENT

Responsible stewardship of the environment is a top priority for The Coca-Cola

Company. By preserving and enhancing our natural world, we brighten the future

for our planet and for each other. We put this principle into practice through The

Coca-Cola Environmental Management System, known as ecosystem. We

operate our business as stewards of the environment, with a commitment to

continually move our business toward sustainability: striving to consume fewer

natural resources, and to recover and reuse resources more extensively. Our

commitment to protect the environment extends throughout our organization,



involving officers, managers and employees at all levels. We are accountable for

our actions, conducting assessments of our environmental performance and

taking action toward continuous improvement in all that we do.

COMMUNITY

Society advances on the strength of community: people sharing their ideas and

resources to reach common goals. We seek to strengthen local communities

worldwide through our support for education, through partnerships with other

organizations and through acts of citizenship by the people of Coca-Cola.

We support education because of its power to expand opportunities for

individuals and increase understanding between cultures. We partner with

national and international organizations to alleviate economic disadvantage and

help improve the quality of life in local communities. Together with our local

bottling partners, we strengthen communities by giving with our hands and our

hearts, as partners in the promise of a better life.

DIVERSITY AT WORK

Our people to develop to their fullest potential.



The heart and soul of our enterprise have always been our people. Over the past

century, Coca-Cola people have led our successes by living and working with a

consistent set of values. While the world and our business will continue to

change rapidly, respecting these values will continue to be essential to our long-

term success.

As we have expanded over the decades, our company has benefited from the

various cultural insights and perspectives of the societies in which we do

business. Much of our future success will depend on our ability to develop a

worldwide team that is rich in its diversity of people, cultures and ideas.

We are determined to have a diverse culture, from top to bottom, that benefits

from the perspectives of each individual.



COMMUNITY SUPPORT

“Success alone isn't what makes us a trusted neighbor and a welcomed friend in communities where we sell our products. We earn that place only by being

involved, concerned and committed citizens."

Douglas N. Daft, Chairman, Board of Directors and Chief Executive Officer

At The Coca-Cola Company, we constantly strive to be the best neighbor

possible by strengthening our communities…those places our employees,

customers and consumers call home.

In the nearly 200 countries where we do business, The Coca-Cola system

celebrates a tradition of giving back to the community. And we do it in many

different ways. Whether providing financial contributions, awarding scholarships

or supporting our employee volunteer efforts, we are able to reach out to a

diverse range of families and communities across the globe.



SUPPLIER DIVERSITY

Our approach to Supplier Diversity is simple ... it's inclusive! Minorities are

the fastest-growing segment of the U.S. population, and women make mostpurchasing decisions involving consumer goods, including our products.

Including minorities and women as our partners is a business imperative at The

Coca-Cola Company

Our supplier diversity mission is to provide equal access to procurement

opportunities for minority- and women-owned enterprises (MWBEs). We have

made a commitment to proactively building relationships with and purchasing

goods and services from MWBEs to the maximum extent possible. This mission

underscores our long-standing commitment to being a leader in supplier diversity

and a model corporate citizen in the communities we serve. In addition, it is in

keeping with the Coca-Cola Promise "...to benefit and refresh everyone who is

touched by our business."

As a part of our commitment to supplier diversity and in collaboration with

Clark Atlanta University, we have established a MWBE Supplier Mentoring

program to assist minority- and women-owned firms to enhance their capability

and capacity.

We believe second-tier engagement with minority- and women-owned

firms is a critical component to the success of supplier diversity. It helps us to

reach and include more MWBE suppliers in our procurement process. We also

require our primary suppliers to proactively engage minority and women firms on

all company projects and contracts. In fact, our major suppliers have embraced

this second-tier program and have become our partners in supplier diversity.



WASTE MANAGEMENT

Every year, the world produces billions of tons of waste. Recycling and

reusing waste materials is absolutely crucial if we are to maintain the health and

beauty of the earth. The Coca-Cola® Company’s working constantly toward

coming up with smart, creative ways to reuse waste. Here's a glance at what

we're doing.

To introduce innovative and environmentally friendly packaging, we

opened a breakthrough facility in Sydney, Australia for the world's first PET

bottles to be produced from recycled PET bottles. Today, one in four PET

containers sold by our company in North America contain recycled content.

At Peru's famous Machu Picchu archaeological site, we organized an

aggressive clean-up campaign, Campaña de Limpieza de Machu-Picchu, with

the Machu Picchu Sanctuary Authority. The program systematically removes

trash that constantly threatens the site - including PET bottles discarded by

tourists, which are then recycled. The effort has collected more than 20 tons of

garbage and has been highly praised by local authorities. More than 120

students have taken part.

COCA COLA IN ASIA



MARY E. MINNICK Executive Vice President, President and Chief Operating

Officer Coca-Cola Asia

A 20 year veteran of the Company, Coca-Cola Asia president and

chief operating officer Mary Minnick oversees operations in 38 countries

throughout Asia, from the critically important Japan market, and developinggiants India and China, to tiny Pacific nations in a Group that accounts for 33

percent of The Coca-Cola Company's operating income, refreshes over half the

world's population and provides total system employment to over 100,000

people. For the second year, Fortune magazine voted Mary the twelfth most

powerful woman in the business world. From a career that started in sales with

Coca-Cola USA, Mary gained experience in sales, marketing and new products

and rose rapidly through management ranks. She spent eight years outside the

US, the past seven living and working in Asia, including assignments as

president of Coca-Cola Japan and before that president of the South Pacific

division, based in Australia. Mary was appointed to her current role in 2001 and,

while based in Atlanta, spends the majority of her time in Asia. As an executive

vice president, Mary is also a key player in developing strategy for The

Company. Mary holds a Masters in Business Administration from Duke

University. She is also a member of the Dean's Council of the John F. Kennedy

School of Government, Harvard University, and the Board of Visitors of the

Fuqua School of Business.



The serving tray the art work of

popular magazine illustrator Hamilton

king in 1913.

The famous “Sprite Boy” was

created by noted artist Haddon

Sundblom and was used for the

first time in 1942 advertising to

introduce the name “ Coke”.



THE BOTTLING SYSTEM

The day Coca Cola reach consumers and customer around the world through

a vast distribution network made up of local bottling companies. These

bottlers are located around the world, and most are independent business.

Using concentrates and beverages bases produced by the Coca Cola

company, our bottling partners package and market products, the distribute

them to more than & million customer and more than 2 million vending

machines around the world.

The Coca Cola company is committed to assisting its bottlers with the

function of an efficient bottling operation. Quality contract, ministered

constantly by the company is necessary to produce high quality soft drinks.

TRADE MARKS

Our trademarks are our most valuable assets. The trademark “Coca-Cola”

was registered with the U.S. patent and trademark office in 1893, followed

by “Coke” in 1945 the unique contour bottle, familiar to consumers every

when, way granted registration is a trademark by the U.S. patent and

trademark office in 1977, in honor a warded to few other packages. In

1982, the Coca Cola company introduced diet Coke is U.S. consumer

marking the first extension of me company’s most precious trademark to

another product later years saw the introduction DP additional products

bearing the Coca Cola name which now emcom passes a powerful line of

six Coal products.



Today, the world’s favorite soft drink Coca Cola the world best known and

most admired trademark; recognized by more than 90 percent of the world

population.

PRODUCT ADVANCEMENT

In 1985, a new Cola emerged from laboratory research. Through internal

evaluation and thousand by blind taste tests, consumer said they preferred it

over both Coca Cola and its primary competition. As a result. In April 1985,

the company proudly introduced the new taster of coke the first change in

the secrete formula since my product way created in 1886.

The launch of Coke with the new taste took place in the United State and

Canada.

Consumer respected with an unprecedented and new famous out pouring of

loyalty and offering for me original formula of Coca-cola returned & Coca-

Cola classic. In 1986, Coca-Cola classic became and still remains, the

nations top-selling soft drink.



MISSION OF THE COCA-COLA COMPANY

The mission of the Coca-Cola Company is to increase share-owner value

over time. The company accomplished the mission by working with its

business partners to deliver satisfaction and value to customers and

consumers through a worldwide system of superior brands and services, thus

increasing brand equity on a global basis.

GUIDING PRINCIPLES OF COCA-COLA INDIA

1. We will conduct ourselves and our business activities with the highest

standards of honesty integrity and professionalism.

2. We will recognize the positive contributions that we make as

individuals and team members to produce our business success.

3. We will encourage a learning environment where people canconstantly grow, develop and contribute.

4. We will strive for excellence and seek continuous improvement in

everything we do.

5. We will respect all stakeholders, including employees, partners and

suppliers and instill them with a passion to deliver the highest quality

goods and service.

6. We will foster initiative and creativity by empowering individual to

7. attain well-defined objectives.



VISION OF COCA-COLA INDIA

Provide exceptional strategic leadership in the Coca-Cola India System-

resulting in consumer and customer preference and loyalty, through Coca-

Cola’s commitment to them, and in a highly profitable Coca-Cola

Corporation branded beverages system.

MISSION OF COCA-COLA INDIA

Create consumer products, services and communication customer service

and bottling system strategies, processes and tools in order to create

competitive advantage and deliver superiors value to:

• Consumer as a superior beverage experience.

• Consumers as an opportunity to grow profit through the use of

finished drinks.• Bottlers as an opportunity to grow profits and volume.

• TCCC as trademark enhancement and positive economic value-added.

• Suppliers as an opportunity to make reasonable profits when creating

real value-added in an environment of system wide teamwork, flexible

business system and continuous improvement.

• CCI Associates as superior career opportunity.

• Indian society in the form of a contribution to economic and socio

development.



FABOULAS FACTS ABOUT COCA-COLA

The world has changed in many ways since pharmacist, John Styth

Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta,

Georgia. However, the pure and simple magic of one thing remains the same

Coca-Cola the name and the product mean so many good things to hundred

of millions of consumers around the globe. Coca-Cola products are served

more than 7 05 million times long way to come after such a modest

beginning..

May 1986

Pemberton concocted a caramel-colored syrup in a three-legged brass kettle

in his backyard. He first “distribute” the new product by carrying Coca-Cola

in jug down the street to Jacobas Pharmacy. For five cents, consumers could

enjoy a glass of Coca-Cola at the soda fountain. 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. Robinson, suggested the name and

penned, in the unique flowing script that is famous worldwide today.

1885

Sales of Coca-Cola averaged nine drinks per day. That first year, Dr.

Pemberton 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 this efforts, Dr. Pemberton grossed #59 and spent $73.96 on

advertising.



1891

Atlanta entrepreneur Asa G. Candler had acquired complete ownership of

the Coca-Cola business. Within four years, Candler’s merchandising flair

helped consumption of Coca-Cola to every state and territory.

1893

In January “Coca-Cola” was registered in the U.S. Patent office.

1894 The first syrup plant outside of Atlanta was opened in Dallas.

1906

The first two countries outside the United States to bottle Coca-Cola were

cuba and Panama.

1915

The Root Glass company created the Coca-Cola contour glass bottle.

1917

3 Milloin Coke’s sold per day. “Coca-Cola” is the worlds most recognized

trademark.

1919

The Coca-Cola company was sold to a group of investors for $25 million.



1923

Robert W. Woodruff became president of the Coca-Cola Company. His

more than six decades of leadership took the business to unrivaled heights of

commercial success, making Coca-Cola an institution the world over.

1925

6 Million Coke’s sold per day.

1927

The first Coca-Cola radio advertisement.

1928

Sales of bottled Coca-Cola surpassed fountain sales for the first time.

1929

Advertising slogan

1940

Coke is bottled in over 40 countries.

1956

Advertising slogan –“ Coca-Cola, making good things taste better”.

1961

Sprite was introduced.



1970

Advertising slogan –“It’s the Real Thing”.

1971

The song “I’d like to Buy the World a Coke” was released.

1979

Advertising slogan –“Have a Coke and a Smile”.

1982

Diet Coke was introduced in July.

1988Coca-Cola was the first independent operator in the Soviet Uuion.

1989

Advertising slogan-“Can’t Beat the Feeling”.

1993

Coca-Cola exceeds 10 billion bases sold worldwide.

1993

Advertising slogan-“Always Coca-Cola”.



1907

In Hawaii.

1912

IN the Philippines.

1920

In France.

1927

In Belgium, Bermuda, Colombia, Honduras, Italy, Mexica, Haiti and Burma.

1928In Antigua, China, Guatemala, Holland, Spain, Venezuela, and the

Dominican Republic.

1929

In Germany and Spanish Morocco.

1938

Australia, Austria, Gutana, Surinam, Jamaica, Curacao, Luzemboug,

Norway, Scotland, South Africa, the Virgin Islands, and Trinidad.

1940

In Ecuador, and EI Salvador.



1942

In Nicaragua, Argentina, Brazil, Costa Rica, Iceland, and Uruguay.

1945

In Egypt. And Martinique

1946

In Barbados, Japan, and Okinawa

1947

In Morocco and Tangier

1948In Liberia, Rhodesi, and Guadeloupe.

More fund facts and trivia.

• Mexico and Iceland have the highest per capita consumption of Coca-

Cola

• Coca-Cola translated to Chinese means, “To make mouth happy”.

• Every second over 7,000 Coca-Cola products are consumed.

• If all the Coca-Cola every produced were in 61/2 oz. Bottles and

paled end to end they would wrap around the earth more than 11,863

times.

• The tallest Coca-Cola bottling plants are in Hong Kong. The plant in

Quarry Bay is 17 floors, and the plant in Shatin is 25 floors.

• The bottling plant at the highest elevation in the world is located in

Bolivai, at 12,000 feet.



• The world’s longest Coca-Cola truck is in Sweden. It is 7 0 feet long

with a four-azle trailer.

• The best selling non-carbonated soft drink in Japan is a product of the

Coca-Cola Company named “Georgia”, a coffee flavored beverage.

• Coca-Cola first crossed the Atlantic on borad the Graf Zeppelin, the

Geman dirigible.

• The Varsity Restaurant in Atlanta, Georgia, bas earned the distinction

of serving the highest volume of Coca-Cola anywhere. It dispenses

nearly 3 million servings of Coca-Cola annually.

• If all the Coca-Cola vending machines in the U.S. were stacked one

on top of each other, the pile would be over 450 miles high

What in a Coke”

• Carbonated Water

• High Fructose Corn Syrup

• Caramel Color

• Phosphoric Acid

• Natural Flavors

•

Caffeine



SLOGANS FORM THE 1900’S

• 1904- Delicious and Refreshing

• 1905- Wherever you go…. You will find Coca-Cola

• 1905- Coca-Cola Revives and Sustains

• 1906- The drink of quality. The Great National Temperance

• 1907-Coca-Cola is full of vim, vigor and go

• 1908- Get the genuine

• 1909- Whenever our see an arrow, think of Coca-Cola

• 1911- Enjoy a glass of liquid laughter

• 1917- Three Million a Day.

SLOGANS FROM THE 1920’S

• 1920- Drink Coca-Cola with soda, the hit that saves the day

• 1922- Thirst knows no season

• 1923- Refresh yourself, There’s nothing like it when you’re thirsty.

• 1924- Pause and refresh yourself

•

1925- Six Million a Day• 1926- Stop at the red sign

• 1927- Around the corner anywhere, at the little red sign

• 1928- A pure drink of natural flavors

• 1929- The pause that refreshes




• 1930- Meet me at the soda fountain

• 1932- The drink that makes the pause refreshing

• 1933- Don’t’ wear a tired, thirsty face

• 1934- When it’s hard to get started, start with a Coca-Cola

• 1935- All trails lead to ice-cold Coca-Cola

• 1936- Get the feel of wholesome refreshment

• 1937- Stop for a pause … go refreshed

• 1938- Anytime is the right time to pause and refresh, Pure as sunlight

• 1939- Thirst stops here. Makes travel more pleasant

SLOGANS FORM THE 1940’S

• 1940- The packages that gets a welcome at hoem

• 1941- A stop that belongs on your daily timetable

• 1942- the only thing like Coca-Cola is Coca-Cola itself

• 1943- A taste all its own

• 1944- Coke means Coca-Cola

• 1947- Relax with the pause that refreshes

• 1948- Where there’s Coca-Cola there’s Hospitality

• 1949- Along the highway to anywhere




• 1950- Help yourself to refreshment

• 1951- Good of food and Coca-Cola just naturally go together

• 1952- Coke follows thirst everywhere

• 1953- Dependable as sunrise

• 1954- For people on the go

• 1955- Americas preferred taste

• 1956- Feel the difference, Makes good things taste better

• 1957- Sign of good taste

• 1958- Refreshment the whole world prefers

• 1959- Make it a real meal


• 1960- Relax with a Coke, Revive with a Coke

• 1961- Coke and food

• 1962- Enjoy that refreshing new feeling

• 1963- Things go better with Coke

• 1964- You’ll go better refreshed

• 1965- Something more than a soft drink

• 1966- Coke… after Coke… after Coke


• 1970- It’s the real thing

• 1971- I’d like to buy the world a Coke

• 1972- Coke… goes with the good times

• 1975- Look up America, see what we’ve got

• 1976- Coke adds life




• 1980- Have a Coke and a smile

• 1982- Coke is it

• 1985- We’ve got a taste for you. Amercia’s real choice Coca-Cola

Classic!

• 1986- Catch the Wave, Red, White and you!

• 1988- Cant’ beat the feeling

• 1989- Can’t beat the real thing



GOING GLOBAL: COCA-COLA DOMINATES

COCA-COLA is certainly no stranger to global marketing. Long the world’s

leading soft drink marker, the company now sells its brands in more than

200 countries. In fact, in recent years, as its domestic markets have lost their

fizz. Coca-Cola has revved up every aspect of its global marketing. Theresult; near world dominance of the soft drink market. The great “global

Cola wars” between Coca-Cola and rival Pepsi have become decidedly one-

sided. In the 1990s, while Pepsi’s sales volume rose just 2 percent, Coke

Classic consumption increased by more than 30 percent.

Since the early 1980s, soft drink consumption has grown at a rate of 3

percent annually both domestically and internationally; during that same

period, Coke’s volume has grown 5 percent and 7 percent, respectively.

Coca-Cola international prowess has played a major role in its dominance.

In fact, Coca-Cola earns over 70 percent of its profits aboard. Whereas in the

United States Coca-Cola captures a 44 percent market share versus Pepsi’s

31 percent, it outsells Pepsi 3 to 1 overseas and boasts 4 of the world’s 5

leading soft drink brands: Coca-Cola, diet Coke, Sprite, and Fanta. Coca-

Cola has handed Pepsi a number of crushing international setbacks. As a

result, Pepsi has recently experience flat or declining international soda

sales. During the same period, Coca-Cola has reported strong growth in

Latin America and grew a stunning 20 percent in China, 17 percent in India,

and 16 percent in the Philippines. Pepsi is new retrenching its efforts aboard

by focusing on emerging markets-China, India, and Indonesia-where Coke isgrowing but does not yet dominate. Together, these three emerging markets



boast 2.4 billion people, nearly half the world’s total population. With their

young populations, exploding incomes, and underdeveloped soft drink

demand, they represent prime potential for Coca-Cola and Pepsi. For

example, China’s 1.2 billion consumers-drink an average of only 5 servings

of soda per year, compared with 343 in the united states, crating heady

opportunity for growth. Indonesia, with 200 million people, nearly all of

whom are Muslims for-bidden to consume alcohol, is what one top Coca-Cola executive calls a “soft drink paradise”.

But even in these emerging markets, Pepsi will find the going rough in the

face of Coca-Cola’s international marketing savvy and heavy investment.

For instance, by the turn of the century, Coca-Cola will have spent almost $2

billion building state-of-the-art Asian bottling plants and distribution

systems. And Coca-Cola possesses proven marketing prowess. It carefully

tailors its ads and other marketing efforts for each local market. For

example, its Chinese New Year television ad featured a dragon in a holiday

parade, adorned form head to tail with red Coke cans. The spot concluded,

“for many centuries, the color red has been the color for good luck and

prosperity. Who are we to argue with ancient wisdom? In India, Coca-Cola

aggressively cultivates a local image. It claimed official sponsorship for

World Cup Cricket, a favorite national sport, and used Indian cricket fans

rather than actors to promote Coke products. Coca-Cola markets effectively

to both retailers and imbibers. Observes one Coke watcher, “the company

hosts massive gatherings of up to 15,000 retailers to showcase everything

from the latest coolers and refrigerators, which Coke has for loan, to

advertising displays. And its salespeople go house-to-house in their quest for

new customers. In new Delhi alone, workers handed out more than 100,000

free bottles of Coke and Fanta last year.



Nothing better illustrates Coca-Cola’s surging global power than the

explosive growth of Sprite. Sprite’s advertising uniformly targets the



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