The Coca-Cola Company

 Introduction:

It is the world's largest beverage company, largest manufacturer, distributor and marketer of non-alcoholic beverage concentrates and syrups in the world and is one of the largest corporations in the United States. The company is best known for its flagship product Coca-Cola, invented by pharmacist John Stith Pemberton in 1886. The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers nearly 400 brands in over 200 countries or territories and serves 1.5 billion servings each day.[4]

The company operates a franchised distribution system dating from 1889 where The Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory.

The Coca-Cola Company is headquartered in Atlanta, Georgia. Its stock is listed on the NYSE and is part of DJIA and S&P 500. Its current president and CEO is Muhtar Kent

Coca Cola India:

The Coca Cola company started operations in India in 1993 after an absence of 16 years. To reach India's 300 million soft-drink consumers, the company distributes its products through over 700,000 retail outlets.

Coca Cola India directly employs over 7000 workers. Over the past nine years , the company has invested over US$ 827 million in India with over US$ 800 million in its bottling subsidiary.

Significant growth has come from Kinley, its packaged water brand, which claims to have around 35 per cent share of the packaged drinking water market. The company regards India as a strong growth market along with China and the Philippines.

You may know The Coca-Cola Company... ... as the largest beverage company with the most extensive distribution system in the world. You may know us simply as Coca-Cola--the world's most valuable brand and a global icon. But we are so much more We are a nonalcoholic beverage company with an ever-expanding portfolio of choices to meet consumer needs. We are a global citizen committed to making a difference on the planet. We are operating with renewed vigor to increase profitability and to strengthen relationships 2

with our business partners. And we are passionately working, along with our bottling partners, to ensure the sustainable growth of our business. 

History of coca-cola :

y The first Coca-Cola recipe was invented in a drugstore in Columbus, Georgia by John Pemberton, originally as a cocawine called Pemberton's French Wine Coca in 1885.[6] He may have been inspired by the formidable success of Vin Mariani, a European cocawine. y In 1886, when Atlanta and Fulton County passed prohibition legislation, Pemberton responded by developing Coca-Cola, essentially a non-alcoholic version of French Wine Cola.[7] The first sales were at Jacob's Pharmacy in Atlanta, Georgia, on May 8, 1886.[8] It was initially sold as a patent medicine for five cents[9] a glass at soda fountains, which were popular in the United States at the time due to the belief that carbonated water was good for the health.[10] Pemberton claimed Coca-Cola cured many diseases, including morphine addiction, dyspepsia, neurasthenia, headache, and impotence. Pemberton ran the first advertisement for the beverage on May 29 of the same year in the Atlanta Journal.[11] y By 1888, three versions of Coca-Colasold by three separate businesseswere on the market. Asa Griggs Candler acquired a stake in Pemberton's company in 1887 and incorporated it as the Coca Cola Company in 1888.[12] The same year, while suffering from an ongoing addiction to morphine[citation needed], Pemberton sold the rights a second time to four more businessmen: J.C. Mayfield, A.O. Murphey, C.O. Mullahy and E.H. Bloodworth. Meanwhile, Pemberton's alcoholic[citation needed] son Charley Pemberton began selling his own version of the product.[13] 3

y John Pemberton declared that the name "CocaCola" belonged to Charley, but the other two manufacturers could continue to use the formula. So, in the summer of 1888, Candler sold his beverage under the names Yum Yum and Koke. After both failed to catch on, Candler set out to establish a legal claim to Coca-Cola in late 1888, in order to force his two competitors out of the business. Candler purchased exclusive rights to the formula from John Pemberton, Margaret Dozier and Woolfolk Walker. However, in 1914, Dozier came forward to claim her signature on the bill of sale had been forged, and subsequent analysis has indicated John Pemberton's signature was most likely a forgery as well.[14]

y Old German Coca-Cola bottle opener y In 1892 Candler incorporated a second company, The Coca-Cola Company (the current corporation), and in 1910 Candler had the earliest records of the company burned, further obscuring its legal origins. By the time of its 50th anniversary, the drink had reached the status of a national icon for the USA. In 1935, it was certified kosher by Rabbi Tobias Geffen, after the company made minor changes in the sourcing of some ingredients.[15]

y 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.[16] Cans of Coke first appeared in 4

1955.[17] The first bottling of Coca-Cola occurred in Vicksburg, Mississippi, at the Biedenharn Candy Company in 1891. Its proprietor was Joseph A. Biedenharn. The original bottles were Biedenharn bottles, very different from the much later hobble-skirt design that is now so familiar. Asa Candler was tentative about bottling the drink, but two entrepreneurs from Chattanooga, Tennessee, Benjamin F. Thomas and Joseph B. Whitehead, proposed the idea and were so persuasive that Candler signed a contract giving them control of the procedure for only one dollar. Candler never collected his dollar, but in 1899 Chattanooga became the site of the first CocaCola bottling company.[18] The loosely termed contract proved to be problematic for the company for decades to come. Legal matters were not helped by the decision of the bottlers to subcontract to other companies, effectively becoming parent bottlers.[19] y Coke concentrate, or Coke syrup, was and is sold separately at pharmacies in small quantities, as an over-the-counter remedy for nausea or mildly upset stomach.

New Coke:

y On April 23, 1985, Coca-Cola, amid much publicity, attempted to change the formula of the drink with "New Coke". Follow-up taste tests revealed that most consumers preferred the taste of New Coke to both Coke and Pepsi, but Coca-Cola management was unprepared for the public's nostalgia for the old drink, leading to a backlash. The company gave in to protests and returned to the old formula under the name Coca-Cola Classic on July 10, 1985.


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21st century:

y On February 7, 2005, the Coca-Cola Company announced that in the second quarter of 2005 they planned to launch a Diet Coke product sweetened with the artificial sweetener sucralose ("Splenda"), the same sweetener currently used in Pepsi One.[20][21] On March 21, 2005, it announced another diet product, "Coca-Cola Zero", sweetened partly with a blend of aspartame and acesulfame potassium.[22] Recently Coca-Cola has begun to sell a new "healthy soda": Diet Coke with vitamins B6, B12, magnesium, niacin, and zinc, marketed as "Diet Coke Plus." y On July 5, 2005, it was revealed that Coca-Cola would resume operations in Iraq for the first time since the Arab League boycotted the company in 1968.[23]

y In April 2007, in Canada, the name "Coca-Cola Classic" was changed back to "Coca-Cola." The word "Classic" was truncated because "New Coke" was no longer in production, eliminating the need to differentiate between the two.[24] The formula remained unchanged. y In January 2009, Coca-Cola stopped printing the word "Classic" on the labels of 16-ounce bottles sold in parts of the southeastern United States.[25] The change is part of a larger strategy to rejuvenate the product's image.[25]

General Introduction:

Muhtar Kent is Chairman of the Board and Chief Executive Officer of The Coca-Cola Company. Mr. Kent joined The Coca-Cola Company in Atlanta in 1978 and has held a variety of marketing and operations roles throughout his career. In 1985, he was appointed General Manager of Coca-Cola Turkey and Central Asia. From 1989 to 1995, he served as President of the Company's East Central Europe Division and Senior Vice President of Coca-Cola International, with responsibility for 23 countries. Between 1995 and 1998, Mr. Kent served as Managing Director of Coca-Cola Amatil-Europe, covering bottling operations in 12 countries. From 1999 until his return to The Coca-Cola Company in May 2005, he served as President and CEO of the Efes Beverage Group, the majority shareholder of Turkish bottler Coca-Cola Icecek. Headquartered in Istanbul and listed on the London and Istanbul Stock Exchanges, Efes is a publicly traded beverage enterprise whose Coca-Cola and beer operations extend from the Adriatic to the Pacific Ocean. Under Mr. Kent's leadership, Efes experienced extraordinary growth, with triple-digit revenue growth and a 250 percent increase in market capitalization. During that time, in addition to taking Efes Breweries International public on the London Stock Exchange, Mr. Kent also served as a board member of Coca-Cola Icecek. Mr. Kent was named President and Chief Operating Officer of The Coca-Cola Company's North Asia, Eurasia and Middle East Group from 7

2005 until early 2006, where he was responsible for the operations across a broad and diverse geographic region that included China, Japan and Russia. Mr. Kent served as President of Coca-Cola International through most of 2006, responsible for operations outside of North America, until his appointment as President and Chief Operating Officer of The Coca-Cola Company, overseeing all operations of the business, including Bottling Investments. He succeeded Neville Isdell as Chief Executive Officer of the Company on July 1, 2008, and as Chairman of the Board of Directors on April 23, 2009. Mr. Kent holds a bachelor of science degree in economics from Hull University, England, and a master of science degree in administrative sciences from London City University.

Growth & Development:

Coca Cola India Wins Golden Peacock Global Award for Corporate Social Responsibility

CocaCola India was awarded the prestigious 2008 Golden Peacock Global Award for Corporate Social Responsibility February 15, during a global conference in Vilamoura, Portugal. Dr. Ola Ullsten, former prime minister of Sweden, presented the award to Deepak Jolly, Vice President, Public Affairs & Communication, CocaCola India, on behalf of the Company. The Golden Peacock Global CSR Award showcases the human face of business by recognizing the continuing commitment of companies to behave ethically and contribute to economic development while improving the quality of life of the workforce, their families and the local community and society at large. A distinguished jury chaired by Dr. Ola Ullsten, former prime minister of Sweden, selected this years Golden Peacock award winners. 8

Presenting the award to the Company, Dr. Ola Ullsten said, Golden Peacock Awards have been instituted by World Council for Corporate Governance UK to create competitiveness in the area of Corporate Social Responsibility. We are hopeful that CocaCola India's effort in promoting sustainable communities sets an example for other organizations to follow. Her Excellency Ms. Nilima Mitra Ambassador of India in Portugal said that she was very impressed with the manner in which Coca Cola is fulfilling its CSR endeavors in India regarding water management and conservation especially the intervention to ensure potable water to over 1,000 primary schools in India. Commenting on CocaCola India winning the award, Atul Singh, President and CEO, CocaCola India, said, CocaCola India has always placed high value on good citizenship and has undertaken several initiatives for community development and inclusive growth. We are gratified to receive this global award and are humbled at being recognized for the little contributions that we have been able to make to preserve and protect the environment and towards community development. We are also establishing the CocaCola India Foundation which will further strive to make a positive impact on local communities. The Company remains committed to work with stakeholders and communities across the country in its bid to contribute to mutual growth and development. The award recognizes CocaCola Indias water conservation/management and community development initiatives. The Company has installed 320 Rain Water Harvesting (RWH) structures in 17 states and has restored several traditional water bodies like the Sarai Bawari and Kale Hanuman ki Bawari in Jaipur as well as checked dams across the country. Additionally, the Company recently set a target to reach a netzero balance with respect to groundwater usage by 2009 and launched the Elixir of Life project to provide drinking water to nearly 30,000 9

children in 100 primary and panchayat schools in and around Chennai. The Company plans to provide clean drinking water in 1,000 schools by 2010. CocaCola India also promotes sustainable packaging through PET recycling and has undertaken several projects in the areas of primary health, primary education and infrastructure for local communities. The Company has undertaken these Citizenship initiatives in partnership with government, NGOs, educational institutions and local communities. In 2006, the World Environment Foundation (WEF) honored CocaCola India with the Golden Peacock Environment Management Special Commendation Award for its worldclass environment practices.

In May, 1886, Coca Cola was invented by Doctor John Pemberton a pharmacist from Atlanta, Georgia. John Pemberton concocted the Coca Cola formula in a three legged brass kettle in his backyard. The name was a suggestion given by John Pemberton's book keeper Frank Robinson. It was a prohibition law, enacted in Atlanta in 1886, that persuaded physician and chemist Dr. John Stith Pemberton to rename and rewrite the formula for his popular nerve tonic, stimulant and headache remedy, "Pemberton's French Wine Coca," sold at that time by most, if not all, of the city's druggists. So when the new Coca-Cola debuted later that year - still possessing "the valuable tonic and nerve stimulant properties of the coca plant and cola nuts," yet sweetened with sugar instead of wine - Pemberton advertised it not 10

only as a "delicious, exhilarating, refreshing and invigorating" soda-fountain beverage but also as the ideal "temperance drink." It is said coke was discovered when DeLuise, a 19th century American soda jerk accidentally hit the soda water spigot, adding carbonated water to the syrup in the glass. The result was a "happy accident": the invention of Coca-Cola. Though Pemberton died just two years later - five months, in fact, after his March 24, 1888, filing for incorporation of the first Coca-Cola Co. - the trademark he and his partners created more than one hundred years ago can claim wider recognition today than that of any other brand in the world.

John Pemberton

And the Coca-Cola beverage, whose unit sales totaled a mere 3,200 servings in 1886 ("nine drinks per day" based on the twenty-five gallons of syrup sold to drugstores by Pemberton Chemical Co.), is today called the world's most popular soft drink - accounting for billions of servings at restaurants in 195 countries. 11

Coca Cola aims to be water neutral in India by 2009:

Global beverages player Coca Cola today said it is eyes achieving 'water neutrality' in ground water usage in the country by the end of this year. "We are on target to achieve total water neutrality in India regarding usage of ground water by end of the calender year."In this regard, India has taken the lead in giving a time line to be water neutral among our company's global markets," Hindustan Coca Cola Beverages Pvt Ltd Director (Manufacturing) Sanjay Sharma told reporters here on the sidelines of a conference organised by industry body CII. Water neutrality is a term referred to describe the ratio of ground water usage by any user vis-a-vis the quantity returned to Earth by conservation programmes. Sharma said that ground water currently comprises around 60-65 per cent of the total water used by the company in India. "Among the steps taken by the company, both jointly in association with government bodies and NGOs and also on its own, include setting up of rain water harvesting projects, de-silting water bodies, building dams and embankments and creating community initiatives," Sharma said. The company is working with state Jal Boards (water departments) to identify parched and dry areas and creating catchments in those areas, he added.

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Mission, Vision & Values:

The world is changing all around us. To continue to thrive as a business over the next ten years and beyond, we must look ahead, understand the trends and forces that will shape our business in the future and move swiftly to prepare for what's to come. We must get ready for tomorrow today. That's what our 2020 Vision is all about. It creates a long-term destination for our business and provides us with a "Roadmap" for winning together with our bottler partners. Our Mission Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions.
y y y

To refresh the world... To inspire moments of optimism and happiness... To create value and make a difference.

Our Vision Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth.
y

People: Be a great place to work where people are inspired to be the best 13

they can be. Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs. Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value. Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities. Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities. Productivity: Be a highly effective, lean and fast-moving organization.

Our Winning Culture Our Winning Culture defines the attitudes and behaviors that will be required of us to make our 2020 Vision a reality. Live Our Values Our values serve as a compass for our actions and describe how we behave in the world.
y y y y y y y

Leadership: The courage to shape a better future Collaboration: Leverage collective genius Integrity: Be real Accountability: If it is to be, it's up to me Passion: Committed in heart and mind Diversity: As inclusive as our brands Quality: What we do, we do well

Focus on the Market

y y y y y

Focus on needs of our consumers, customers and franchise partners Get out into the market and listen, observe and learn Possess a world view Focus on execution in the marketplace every day Be insatiably curious 14

Work Smart
y y y y y

Act with urgency Remain responsive to change Have the courage to change course when needed Remain constructively discontent Work efficiently

Act Like Owners

y y y

Be accountable for our actions and inactions Steward system assets and focus on building value Reward our people for taking risks and finding better ways to solve problems Learn from our outcomes -- what worked and what didnt

Be the Brand
y

Inspire creativity, passion, optimism and fun

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 The following are the brands of coco-cola company:

o o o o o o o o o COCA-COLA THUMS UP SPRITE FANTA LIMCA MINUTE MAID PULPY ORANGE MAAZA KINLEY GEORGIA

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Conclusion:

Significance of study
1. It gave a chance to use the conceptional knowledge in actual environment & prepare the researcher to use the knowledge for better in his future endeavors. 2. It helped in assessing the factors which influenced the retailers purchasing & selling products to consumers from Coco-cola. 3. The study is essential for the researchers in partial fulfillment of PGDM curriculam.The study gave the researcher the experiences to conduct survey.

To The Company:
Cold drink companies are facing a great competition nowadays.Consumers are very much aware & curious about safety products, services, brands & other upcoming products. This study provides & insight to the company that what kind of strategies must be adopted in order to sell more products to consumers & also satisfying them. 17

TO THE OTHERS:
The study gave an insight into various aspects of the beverages companies,discussed in this study.One can easily come to know about what is happening in the beverages companies in the current environments.How they make attraction of retailers of consumer mind.

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BIBLIOGRAPHY: www.coca-cola.com/flash index/.html www2.cocacola.com/presscentre/viewpoints_india_situation .html www.coca-colaindia.com

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