1. Coca – Cola in India RAM Team, GMBA, MA1N0103 陳乃華 MA1N0206 Anja Išek
MA1N0245 Michel Sung
International Marketing,

2. AGENDA International Marketing, 01.04.2013.
Introduction of the Case study
Case description
Conclusion
Current situation
Case questions and Discussion
International Marketing,

3. AGENDA International Marketing, 01.04.2013.
Introduction of the Case study
Case description
Conclusion
Current situation
Case questions and Discussion
International Marketing,

4. Introduction of the Case study
The Coca-Cola Company is the world's largest beverage company and is the leading producer and marketer of soft drinks.
The success of The Coca-Cola Company revolves around five main factors:
A unique and recognized brand - Coca-Cola is among the most recognised trade marks around the globe
Quality - consistently offering consumers products of the highest quality
Marketing - delivering creative and innovative marketing programmers worldwide
Global availability - Coca-Cola products are bottled and distributed worldwide
Ongoing innovation - continually providing consumers with new product offerings e.g. Diet Coke (1982), Coca-Cola Vanilla (2002).
International Marketing,

5. AGENDA International Marketing, 01.04.2013.
Introduction of the Case study
Case description
Conclusion
Current situation
Case questions and Discussion
International Marketing,

6. Case description
1977 Coca-Cola was forced to exit India (Indian government demanded 60 percent of revenue)
1994 is coming back on Indian market
Company bought local Cola and soft drinks brands (including Tumbs Up – with 59% market share and develop distribution network)
International Marketing,

7. After accusations Coca–Cola lost millions in Indian market
Case description
The Coca-Cola bottling plant in Plachimada has shut down in 2004 as a result of the community-led campaign in Plachimada challenging Coca-Cola’s abuse of water resources (water pollution and extreme water shortages)
Government of Kerala in India has recommended that Coca-Cola is responsible for US$ 48 million for damages caused
After accusations Coca–Cola lost millions in Indian market
International Marketing,

8. AGENDA International Marketing, 01.04.2013.
Introduction of the Case study
Case description
Conclusion
Current situation
Case questions and Discussion
International Marketing,

9. Conclusion
Inspite of accusations and threats for suing, Coca–Cola dind’t gave up of second largest population
They stayed on Indian market even though it’s recorded 11 percent drop in sales
International Marketing,

10. AGENDA International Marketing, 01.04.2013.
Introduction of the Case study
Case description
Conclusion
Current situation
Case questions and Discussion
International Marketing,

11. Current situation
The Coca-Cola Company has developed a beverage process water recovery system in India and Mexico that can reduce a manufacturing plant’s water use by up to 35 percent
Protests against the Coca-Cola company in Mehdiganj continue to grow. The groundwater resource in Mehdiganj cannot meet the needs of both the community and the Coca-Cola’s bottling plant. One has to go, and it must be the Coca-Cola company.
International Marketing,

12. Current situation
Now, Coca-Cola and PepsiCo together dominate the market for carbonated soft drinks in India, where soda sales overall are estimated to total 60 billion rupees ($1.05 billion)
Coca-Cola accounted for 60% of retail value sales of carbonated soft drinks in India in 2011 versus PepsiCo's 37%
India has been one of Coca-Cola's fastest-growing emerging markets
The investments by Coca-Cola in India are part of a plan to spend $30 billion to build capacity and on marketing in emerging economies to fulfill its aim of doubling revenue and volume by 2020.
according to data from Euromonitor International (
International Marketing,

13. Further research: what is the political environment of India nowadays?
• Democracy is the central point of the Indian political system, but is often limited by social tensions due to religious, caste, and linguistic differences
• During 2010 to 2012, corruption issues came to the headlines due to irregularities concerning the Commonwealth Games, the 2G spectrum awards, and the dubious allocation of coal blocks, which led to high level investigations and arrests. These allegations and scams have tarnished the image of the today's government.
International Marketing,

14. Further research: what is the political environment of India nowadays?
International Marketing,

15. AGENDA International Marketing, 01.04.2013.
Introduction of the Case study
Case description
Conclusion
Current situation
Case questions and Discussion
International Marketing,

16. Case questions and Discussion
What should Coca Cola do to appease Indian government and ensure it’s survival in the market?
Corporate social responsibility initiatives:
Water
To appease the Indian Government and ensure its survival in the market, Coca has to change his image of a company which pollute and waste water of India. Coca has to regain trust of their customers. It must happen through several actions as:
Reduced water consumption
Improve the lively hood
Rainwater harvesting project
Energy
Reduce emissions of
Energy consumption
Energy efficiency
Fuel
Local operation in each country
Packing & Recycling
Recycling
3 R : Recovering / Reduction / Reuse
International Marketing,

17. Case questions and Discussion
Public relation campaign
Cooperation with CSE
Promotional activies / Discounts
CSE : Center of science and environment
Keep Media presence
Marketing efforts
Strong power as well as other Non-Governmental Organization
Donation money to charity
Quality Brand board
Press attacked by CSE : Pesticides found in samples
Members of Coca cola + CSE experts
Cooperation better than attacking the CSE
Public apologies for misconducting research
Holding Coca Cola quality standards
International Marketing,

18. Case questions and Discussion
2. What effect will this case have on Coca Cola’s operations in India?
This case affects the profitability, the corporate reputation and Image:
• If customers believe that Coca products are unsafe, it will affects the brand image and the revenue
• If consumers got ill because of Coca Cola, it would seriously affect revenues.
• When allegations from CSE were released , stock of Coca Cola dipped by 5$ in the NSE and sales dropped 30-40%
International Marketing,

19. Case questions and Discussion
3. What lesson do this case have for other multinationals that want to enter to Indian market?
• Indian’s population and NGO have strong power
• Local government have strong impact, even on big companies as the leader of soft drink : Coca Cola
To have good relationship with government form beginning
To Have Cooperation with CSE
Make public relation campaign
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20. THANK YOU FOR YOUR ATTENTION!