FINAL PPT of Marketing

7/31/2019 FINAL PPT of Marketing

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Coca-Cola was formulated in may 8,1886 bypharmacist John Pemperton.

Coca-Cola was sold in bottles for the first time on

March 12, 1894.

The first outdoor wall advertisement was painted in the

same year as well in Cartersville, Georgia .

Today-300 Brands - 200 Nations


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Pepsi was created in 1898 in North Carolina United States

by Pharmacist Caleb Bradham.

In 1905 Pepsi received its first logo redesign since the

original design of 1905 and in 1929,the logo was changed

again.

Pepsi struggled and declared bankruptcy twice in 1931 due

to world war.

On three separate occasions b/w 1922 1933 , the coca


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A) Product

B) Price

C) Place

D) Promotion


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Coke Brands Enjoy a

High-Profile Global

Presence

Four of the top five

leading brands

Broad-based bottling

strategy

47% of global volume

sales in carbonates

PepsiCo Brands Enjoya High- Profile Global

Presence Pepsi Owns the Worlds

2nd Best-Selling SoftDrinks Brand

Constant Product

Innovation

Aggressive MarketingStrategies UsingFamous Celebrities


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COKE PEPSI

5 Lakh Outlets 3.5 Lakh Outlets

Tied up with Indian Oil Tied up with Bharat Petroleum

Tied up with M TV for POP concerts Tied up with V TV

12 volume-building, national-level

consumer promotions

8 volume-building, national-level

consumer promotions

Faulty Service in rush to beat PEPSI Better service than COKE

Mobile vans concept launched in 1998 Prizes, Tattoos, Toys under the crown


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Coca-Cola was the leading soft drink brand in India

until 1977 when it left rather than reveal its formula tothe government and reduce its equity stake asrequired 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 Indiain 1993, cementing its presence with a deal that gaveCoca-Cola ownership of the nation's top soft-drink

brands and bottling network. Cokes acquisition of local popular Indian brands

including Thums Up (the most trusted brand inIndia21), Limca, Maaza, Citra and Gold Spot providednot only physical manufacturing, bottling, and

distribution assets but also strong consumerreference.


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Coca-Cola India produced its beverages with7,000 local employees at its 27 wholly-owned

bottling operations supplemented by 17

franchisee-owned bottling operations and a

network of 29 contract-packers to manufacture arange of products for the company.

Sanjiv Gupta, President and CEO of Coca-Cola

India, joined Coke in 1997 as Vice President,

Marketing and was instrumental to the companyssuccess in developing a brand relevant to the

Indian consumer and in tapping Indias vast rural

market potential.


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On Aug 5,2003 report published by Indias centre for science and

environment(CSE an NGO) made headline across the country which

said 12 major brand of soft-drink sold in New Delhi contained high level

of pesticides which leads to brain damage.

Products that failed were :-

i) Mirinda lemon

ii) Coca cola , Thums Up

iii) Fanta

iv) Mirinda Orange

v) Pepsi , Diet Pepsi and Blue Pepsi

vi) 7 up and Mountain dew

vii) Limca, Sprit


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Brand Level of pesticide

Mirinda Lemon 70 times

Coca-cola 45 times

Fanta 43 times

Pepsi 37 times

7 Up 33 timesMirinda Orange 39 times

Limca 30 times

Blue Pepsi 29 times

Mountain Dew 28 times

Thums up 22 times

Sprite 11 times


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Source: CSE Press Release, Hard Truths about Soft Drinks, 8/5/03.


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India Parliament announced ban on soft drinks.

Various state govt decided to send samples to lab for

testing.

Activist groups began protest against the soft drink

comapaies.


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CSE tested 3 bottles each of 12 different brand for thepresence of 32 different pesticides used in India.

They followed US environmental protection standard

procedure and also used GAS CHROMATOGRAPHY

which was further supplemented by mass spectrometry

which identified chemical beyond doubt.

PepsiCos own report in an independent lab , Vimta Labs

showed no detectable pesticides.

Rajeev Bakshi (country head) charged that CSE report

was base less and should be disregarded.


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Sanjiv Gupta coke president also went on theoffensive side on this serious alligation.

Hindustan coca cola beverages move to Bombayhigh court challenging the Maharashtra govt.

confiscation of huge stock of its aerated waterproducts from a plant in Pune, followingalllegation of pesticides.

Meanwhile the state secretary, food and drug

administration made it clear that govt. will taketough stand.

FDA officials of the state visited all the six bottlingplants in the state in 2nd week of August andissued a van on disposal of existing stock.


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The Bureau of Indian Standard (BIS) indicated that pesticides must beabsent and set a limit of 0.001 ppm.

Bakshi attacked European Union (EU) norms saying that the EU had a

vested interest in creating standard that would reports from developing

countries.

Irrespective of the desirable level of pesticides, most experts agreed

that the removing pesticides from water was neither difficult nor

expensive.

One method of removable of pesticide is reverse osmosis and other is

activated

carbon technology which track bulky pesticides and break them

down.

Random sam le surve conducted in Delhi a few da s after the CSE


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i) On 21 August 2003, the govt. announced that samples of 12 soft drinks

brands had been tested and found to have pesticide content with in the

safe limit.

ii) The Health minister Susma Swaraj added that only 3 samples of softdrinks were found to have pesticide levels below the EU norms. And in

others it was above the limit.

iii)As soon as Swaraj made the statement in parliament, an agitated

opposition charged that bribes were involved.

iv) Strangely enough following the ministers announcement both CSE

and the soft drinks manufacturers


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Communicate openly with key constituents,including the public, the media, employees,franchisees, the trade/channel, state and nationalgovernment, and suppliers. Open, honest

communication is key to communicating a spirit ofpartnership and a willingness to resolve the issuein a way that benefits the Indian consumer.

Choose to differentiate as a more sociallyresponsible company. Though a united front forCoke and Pepsi was a successful tactic when thecrisis first broke, now is the time to takeadvantage of an opportunity to demonstrateleadership in a sphere that is critically important

to your key constituents.


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Recognize the upsize for reputational risk on acorporate level if the situation can be turned into

a positive. By correcting the pollution in India and

alleviating tensions at the local level, The Coca-

Cola Company has made a deposit in its globalreputational capital account.

Launch a campaign to educate the public, the

government, and the media about environmental

stewardship activities.

Company Should come up with new effective

advertisement as Coke did but Pepsi didnt show

any interest.

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FINAL PPT of Marketing