Coca Cola
Coca Cola
Coca Cola
On Coca Cola
In July
IBS
HYDERABAD
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CERTIFICATE
This is to be certified that the project entitled “Coca Cola” has been submitted for the Master
of Business Administration at IBS ICFAI Business School, Hyderabad during the academic
semester June 2023- October- 2023 is a bonafide piece of project work carried out by Group
– 7 towards the partial fulfilment for Business History Project (SHGM501) under the
guidance and supervision of Prof. G Ashok Kumar.
G Ashok Kumar
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CANDIDATE’S DECLARATION
We Group-7, MBA 2023 of IBS ICFAI Business School Hyderabad hereby declare that the
Project Report entitled “Coca Cola” is an original work and data provided in the study is
authentic to the best of our knowledge. This report has not been submitted to any other
Institute.
Group-7
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ACKNOWLEDGEMENT
Group-7
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SUMMARY
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THE BEGINNING
The history of Coca-Cola until the end of the 19th century. It was created by John
Pemberton, who was a pharmacist in Atlanta, Georgia, USA. The story of Coca-Cola
began on May 8, 1886. Then John Pemberton created the first batch of the drink.
Pemberton's original intention was to create a medicinal substance. He began making
Coca-Cola syrup to sell in fountain drinks, calling the new mixture "Pemberton's French
Wine Coke. The formula for this mixture was a combination of coca leaf extract (which
contained a small amount of cocaine) and kola nut extract. Both are believed to have
potential health benefits. He mixed all the above ingredients with sparkling water for a
nice, fluffy and refreshing drink. However, the bottling business began in 1899 when two
Chattanooga businessmen, namely Benjamin F. Thomas and Joseph B. Whitehead
acquired the exclusive rights to bottle and sell Coca-Cola in most of the United States
from the Coca-Cola Company. This Coca-Cola company bottling system operated as an
independent local company until the early 1980s, when bottling franchises began to
consolidate. The name "Coca-Cola" was suggested by Pemberton accountant Frank M.
Robinson. He designed the iconic Spencer script logo. The logo is still in use. The name
"Cacao" is derived from the Coca leaf and cola is derived from the kola nut. Frank M.
Robinson's creative vision and marketing expertise played an important role in shaping
the brand identity. Coca-Cola was originally sold as a patent medicine in Atlanta soda
fountains. However, as its popularity grew, Pemberton's health deteriorated. Therefore, he
sold the product formula to several dealers. One of them was Asa Griggs Candler, who
eventually bought the company outright. Under the leadership of Asa Griggs Candler,
Coca-Cola's marketing efforts expanded, and the formula was also carefully kept secret.
The decision to bottle the drink also proved to be a crucial factor in its widespread and
worldwide success. In 1919, Candler and a group of investors sold the Coca-Cola
Company to Ernest Woodruff. Under this new ownership, Coca-Cola continued to prosper
and grow into one of the most recognized and valuable brands in the world. Over the
decades, the Coca-Cola Company has greatly expanded its product range. This was done
to accommodate different tastes and in 1916 the iconic contour bottle was also
introduced. This bottle has become synonymous with Coca-Cola. The popularity of Coca-
Cola exploded in the 20th century. The prize for this goes to effective marketing
campaigns and global expansion efforts. Today, Coca-Cola is available in more than 200
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countries. Not only that, but the brand has become an integral part of popular culture
worldwide. Its success has made it one of the most successful and well-known brands in
history. Challenges and changes (1980s–2000s): In the 1980s, the introduction of New
Coke, an attempt to reform Classic Coca-Cola, met with a strong consumer reaction,
eventually leading to a return to Coca-Cola Classic. The company has faced accusations
and boycotts because of its involvement in water supply and work in some developing
countries. In the late 1990s, it was criticized for its use of plastic bottles and
environmental aspects. In the early 2000s, competition with other beverage manufacturers
increased and health-conscious trends grew in popularity. Diversity and Global
Dominance (2000s to Present): In response to changing consumer preferences, Coca-Cola
diversified its product offering by acquiring brands such as Minute Maid, Dasani and
Honest Tea. The company focused on global marketing campaigns and sponsorships,
further strengthening its brand globally. In recent years, Coca-Cola has faced challenges
ranging from a shift to healthier options like natural juices and water to concerns about
sugary drinks and obesity. Challenges faced by Coca-Cola Company: Throughout its long
history, the Coca-Cola Company has faced various challenges, some of which include: 1.
Health problems and obesity: As a major producer of sugary drinks, Coca-Cola has faced
increasing scrutiny and criticism regarding the health effects of its products. Public
awareness of obesity and related health problems has led to a decline in sales of sugary
soft drinks.
3. Environmental Concerns: The company has been criticized for its environmental
impact, particularly plastic waste from bottles and water management practices in water-
scarce areas.
4. Controversies and Boycotts: Coca-Cola has faced human rights, labour practices and
water use disputes and boycotts in various parts of the world.
5. New Market Challenges: Although Coca-Cola has a strong global presence, entering
new markets can present unique challenges related to cultural differences, regulation and
local competition.
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This is achieved by diversifying its product offering, participating in sustainability
initiatives and investing in marketing strategies to maintain its position as one of the
world's leading beverage producers.
FOUNDERS
Founder
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corporation. As head of Coca-Cola, he built a candlestick building in Atlanta and another in
Kansas City. MR Candler focused on increasing sales of soda fountains and another
concept was developed that would spread the joy of Coca-Cola around the world. In 1892,
MR Candler's sales promotion increased sales of Coca-Cola syrup almost tenfold. He soon
gave up his drug business and concentrated entirely on soft drinks with his brother John S
Candler, John Pemberton's ex-partner Frank Robinson and two other partners. Mr. Candler
founded a company in Georgia with Coca-Cola as initial capital. The "Coca-Cola"
trademark, which has been on the market since 1886, was registered in the United States
Patent Office on January 31, 1893, the same year that the first dividend of $20 per share
was paid, which was 20% of the stock's book value.
He tried a different formula that included coca leaves and kola nuts,
and the name Coca-Cola was also chosen because of the name of
the ingredient, Spencer's script, which was also popular with
accountants of the time and is still one of the most famous brands in
the world. Robinson also changed the formula of Coca-Cola syrup
so that it did not contain small traces of cocaine during the
government decision.
President (1923-1985)
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Chairman and Chief Executive Officer
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KEY GROWTH DRIVERS
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Secondly, the next is to build a strong brand with a longterm sustainable competitive
advantage. The average life expectancy of many companies, business groups, which is
limited to about 25 years. It is not difficult to see in the market, there are strong
brands that last long and are difficult to replace as Coca-Cola brand has existed for
131 years, becoming an asset of great value to its owners. The Coca-Cola business -
one of the world's largest brands with a manufacturing base is valued at $ 1 billion,
less than the brand itself, which is valued at $ 78.4 billion.
Marketing and Advertising Strategies:
Coca-Cola is one of the most iconic and successful brands in the world, and its
marketing and advertising strategies have played a significant role in its success over
the years. Here is an overview of some key marketing and advertising strategies
employed by Coca-Cola:
1. Emotional Branding: Coca-Cola has always focused on creating emotional
connections with its consumers. Many of its iconic campaigns evoke feelings of
happiness, togetherness, and joy, emphasizing the idea of sharing special moments
with loved ones. One of the most famous examples is the "Holidays are Coming"
campaign featuring the Coca-Cola Christmas trucks.
2. Consistent Branding: Coca-Cola has maintained a consistent brand image over the
years, using its distinctive red and white logo and curvy bottle design. This
consistency has helped consumers easily recognize and associate the brand with
positive experiences.
3. Sponsorships and Partnerships: Coca-Cola has invested heavily in sponsorships and
partnerships with major events, sports leagues, and entertainment properties.
Associating the brand with high-profile events and popular figures has helped boost
its visibility and reach a broader audience.
4. Personalization: In recent years, Coca-Cola has embraced personalized marketing,
allowing consumers to customize Coke bottles with their names or messages. This
approach fosters a sense of individuality and encourages consumers to share their
personalized bottles on social media, generating user-generated content.
5. Digital Marketing: Coca-Cola has adapted to the digital age by leveraging various
digital platforms for marketing and advertising. It maintains an active presence on
social media, creating engaging content and interactive campaigns to connect with
younger audiences.
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Coca-Cola's marketing and advertising strategies have evolved over time, adapting to
changing consumer preferences and technological advancements. Despite facing
various challenges and competition in the beverage industry, the brand's ability to
maintain a strong emotional connection with its consumers has been a cornerstone of
its enduring success.
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in the brand by buying stock (all of them are stockholders). They are the voice of the
brand. Brand loyalty is a central construct to marketing. Keeping the consumer
satisfied, and loyal enough to frequently purchase just one brand, is more difficult in
today’s marketplace than ever before. But today, major brands are experiencing
heightened brand loyalty due to the growing popularity of the brand as a collectible.
While brand loyalty is considered a central construct of marketing, keeping the
consumer loyal to just one brand is more difficult in today’s competitive and changing
marketplace than ever before.
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Coca Cola in India. After its re-entry in 1993 (Coca Cola had exited India in 1977
instead of giving up its secret formula), Coca Cola acquired ThumsUp, a leading local
producer, with the idea of replacing its brand with Coca Cola. But after several efforts
at withdrawing ThumsUp and launching its own brand, Coca Cola finally gave up and
shifted marketing resources to ThumsUp. The problem was that Coca Cola was
positioning itself as the young teenage drink, just as it had done in many countries,
while in India, where alcohol consumption is very limited for religious and cultural
reasons, the main cola market was among young adults who in other parts of the
world were drinking beer. ThumsUp in India is a rebel’s drink, hardly the image of
Coca Cola.
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movies for $150 allowed the company to lay claim to ‘core values and attributes’ of
the Potter franchise (Beder, 2009 p. 39). Thus, the Olympics provide an opportunity
par excellence to take this reinforcing of common good and citizenship values further
as ‘corporate social responsibility’ but it is also an opportunity for improving sales,
brand loyalty and the acceptance of market driven, company values. In this light, we
now consider the case of Coca-Cola as a TOP Olympic Partner, involved in enterprise
education in the build-up to the Games in Great Britain.
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align with the objective past, which often contains negative events. The nostalgic
version of the past is idealized, perceived as a beautiful romanticized image, void of
negative experiences, i.e., turns into a perfect myth. Marketers acknowledge the
strong desire to return to the perfect version of the past, or at least to possess objects
that have become symbols of the past among their clients. “Nostalgia marketing is a
successful marketing strategy used by advertisers to bring images, sounds, music and
feelings of the past to life in order to sell a modern product and raise brand awareness
among new generations.”
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4. Coca-Cola Cherry: This variation adds a burst of natural cherry flavour to the
original Coca-Cola formula, creating a delightful blend of cola and cherry that appeals
to fruit-loving consumers.
5. Coca-Cola Vanilla: For those who love a hint of vanilla in their beverages, Coca-
Cola Vanilla is a perfect choice. It combines the classic Coca-Cola taste with a smooth
and creamy vanilla flavour.
6. Coca-Cola Orange: This is a citrus-infused twist on the classic Coca-Cola, offering
a refreshing blend of cola and orange flavours.
7. Coca-Cola Lime: Another fruity variation, Coca-Cola Lime combines the
traditional cola taste with a zesty lime twist, providing a tangy and refreshing
experience.
8. Coca-Cola Energy: Aimed at consumers seeking an energy boost, Coca-Cola
Energy combines the familiar Coca-Cola taste with added caffeine from natural
sources and B-vitamins to provide a refreshing energy drink option.
9. Coca-Cola Coffee: Blending the classic cola taste with the rich flavours of coffee,
Coca-Cola Coffee caters to those who enjoy the combination of two beloved
beverages.
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company, Brand Finance. The cola giants are in a dilemma. Venkatesh Kini, the
former head honcho of Coca-Cola India, in an interview with Business Today a
fortnight prior to his exit, candidly admitted that there has been three consecutive
years of downturn for the company because of a slowdown in rural consumption and
steep increase in taxation. The Union Budgets of 2015 and 2016 increased excise duty
on aerated beverages by 3.5 per cent and that forced manufacturers to increase prices.
To make things worse, Chief Economic Advisor Arvind Subramanian has also
recommended a 40 per cent "sin tax" on the category under the Goods and Services
Tax (GST). If that happens, PepsiCo and Coca-Cola India will be the worst affected
as the consumer shift from colas may get accentuated. "The consumers, their choices
today are much more precise and varied. We are therefore transitioning ourselves to
being a company that can offer a range of beverages for life. Our innovation pipeline
includes products which are non-carbonated and also products that are diets and
lighter versions of our carbonated range. Today, about 35-40 per cent of our business
is from our non-carbonated portfolio," points out T. Krishnakumar, President, Coca-
Cola India and South West Asia, who recently stepped into the shoes of Kini.
Innovation Strategies:
1. The drivers for innovation are changing. Where once the major drivers were
external (new technologies, competitor behaviour, and market metrics), now they lean
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more toward the internal (unique insights, vision, competence, and ideas). This does
not imply that organizations in which innovation is internally driven are isolated from
the outside world—to the contrary. The change we see lies in the way these
organizations handle the outside world. External changes and influences are
internalized and embedded in the organization’s unique culture before being used as a
springboard for innovation.
3. The role of design in innovation is changing from making the innovation look
pretty in the end to being a source of meaningful new directions for growth. Design’s
function is to merge the various disciplines involved in the innovation process into a
synergetic team, and to combine visionary inspirational ideas with tangible and
concrete solutions.
Again, the opportunities that arise from these shifts are huge. We see innovation
growing toward a discipline focused on creating opportunities for delivering value.
This value is based on a strongly embedded vision and sense of direction, with design
in a lead role as a source for meaningful ideas and a linking force among disciplines.
The Coca-Cola comes under Non-alcoholic beverage industry and is one of the world's
largest beverage companies in the world with products sold in more than 200 countries and
territories. The company's worldwide famous flagship product is the iconic Coca-Cola soft
drink. Coca-Cola has expanded its product portfolio to include a wide range of non-alcoholic
beverages which include carbonated soft drinks, juices, water, energy drinks, and ready-to-
drink teas and coffees.
Non-alcoholic beverage industry is highly competitive and constantly evolving. The industry
has two key major global players: Coca-Cola and PepsiCo. They are often referred to as the
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"cola wars." Other competitors include Dr. Pepper Snapple Group, Nestlé Waters, and various
regional and local beverage companies.
Diverse Product Range: Consumer preferences and lifestyles varies a lot. The industry
offers a wide range of beverages to cater their different needs. This includes carbonated soft
drinks, fruit juices, sports drinks, bottled water, ready-to-drink teas and coffees etc.
Global Presence: like Coca-Cola major beverage companies have a global footprint, with
products sold in almost every country around the world. International markets play a
significant role in their revenue generation of these companies.
Marketing and Branding: in this competitive landscape strong marketing and branding
strategies are essential. The company has invested heavily in advertising, promotions, and
sponsorships to enhance brand visibility and consumer engagement.
Health and Wellness Trends: the company have been introducing more low-sugar, low-
calorie, and natural/organic offerings because of consumers' increasing awareness of health
and wellness have led to a shift in preferences towards healthier beverage options.
Sustainability Initiatives: The beverage industry mostly faces growing pressure to address
environmental concerns related to plastic waste, water usage, and carbon emissions. Many
companies are working on sustainability initiatives to reduce their environmental footprint.
Coca Cola’s programs focus on improving community access to water and sanitation, while
promoting improved hygiene behaviours to make positive impacts on health and
development. Around 18.5 million+ people's lives improved through access to safe drinking
water, sanitation and hygiene since 2010. Coca Cola’s 5by20 program provides women
entrepreneurs with business training, access to financial services and connections with peers
and mentors. A rough figure around 6 million+ women enabled across 100 countries. Coca-
Cola believes in empowering our people, creating equal opportunities and building inclusion
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in the workplace and our communities. Also Together with their bottling partners, the
company employs 700,000+ people worldwide with diverse backgrounds. To reduce its
environmental footprint which includes efforts to improve packaging sustainability, Coca-
Cola has taken steps to increase recycling rates, and lower greenhouse gas emissions. The
company has set ambitious goals to achieve net-zero carbon emissions and enhance the
recyclability of its packaging by a certain timeline. Investment of Coca-Cola are in various
community development projects, supporting education, health, and economic empowerment
initiatives. This includes funding for schools, healthcare facilities, and entrepreneurial
programs to uplift communities where it operates. Coca-Cola also helps in disaster relief and
humanitarian aid. Coca-Cola has often provided support through financial assistance, product
donations, and other relief efforts in response to natural disasters and humanitarian crises.
Coca Cola also focuses on active Healthy Living where in the company has been involved in
promoting active, healthy lifestyles and combating issues related to obesity and sedentary
behaviour. Coca-Cola has encouraged physical activity and wellness initiatives through
partnerships and programs. Coca-Cola has emphasized diversity and inclusion within its own
workforce and has actively supported initiatives promoting diversity and inclusivity in
society.
Food and beverage companies have long been accused of trying to exonerate their products
from blame for increasing rates of obesity by implicating declining physical activity instead
In August 2015, these concerns reached a new audience when the New York Times revealed
how Coca-Cola had spent $1.5million to create the Global Energy Balance Network (GEBN)
to disseminate messages about obesity focused on the role of ‘energy balance’. This
portrayed obesity as about whether caloric intake was out of balance with exercise, rather
than what or how much food and beverages people consume. Crucially, it was easier to
achieve ‘energy balance’ with high levels of exercise and caloric intake. Commentators draw
comparisons between organisations like the GEBN and tobacco industry-funded
organisations, so-called ‘Merchants of Doubt’ who diverted attention away from second hand
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smoke as a cause of disease by challenging research showing its risks and invoking other
causes of observed associations. Food and beverage industry executives and the researchers
they fund reject such comparisons, arguing that corporate funding does not mean that
recipients advance corporate interests. While this view has been challenged, industry
intentions have so far only been inferred from what they fund rather than established with
certainty. There has been relatively little access to the industry’s internal documents, as was
the case with Big Tobacco through legal challenges, where this definitively exposed the many
ways that it promoted its business interests in scientific debates about tobacco—at the
expense of public health. Here we allow the words of employees of a food and beverage
corporation—Coca-Cola—to speak about how it intended to advance its interests by funding
a scientific organisation. This unique source is Coca-Cola’s proposal to establish the GEBN,
obtained in 2016 by US Right to Know, a consumer and public health group, through a state
Freedom of Information request the proposal was attached to an email sent by Rhona
Appelbaum, former Chief Health and Science officer at Coca-Cola, to a small group of
academics on 9 July 2014. The emails show how Coca-Cola intended to use the GEBN to: (i)
reframe obesity as a matter of addressing ‘energy balance’; (ii) portray the GEBN as an
‘honest broker’ in the obesity debate; (iii) promote obesity reduction strategies that are
commensurate with Coca-Cola’s interests via an extensive advocacy campaign.
Coca-Cola’s proposal for establishing the GEBN shows how the company wanted to use the
GEBN to ‘change the conversation’ about the causes of obesity. To reorient the debate, the
GEBN was proposed to ‘advance ‘energy balance’ as the appropriate framework for
addressing obesity’. Coca-Cola’s proposal portrays the interests of public health as in conflict
with their own. This is evident in the proposal from the argument that the science of ‘energy
balance’ could be deployed as a ‘weapon’ in the ‘growing war between the public health
community and private industry’ over obesity. Coca-Cola was concerned that the company
was losing this battle. As the proposal states, the company had ‘failed to develop… an
alternative to strategies being proposed’. In spreading the ‘energy balance’ message, the
GEBN would help ‘to counter the voices touting extreme solutions to the obesity problem,
for example, food is tobacco’. By referring to ‘extreme solutions’ or ‘unreasonable views’,
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Coca-Cola referred to government regulations to tax or ban foods that are considered
unhealthy. Importantly, the proposal stated that the GEBN should not aim to attack directly
these ‘unreasonable views. Instead, Coca Cola sought to promote a narrative that could
challenge the view that diet played a leading role in obesity: the GEBN would ‘play offence
with alternative solutions’ rather than ‘defending the status quo’. Coca-Cola’s GEBN
proposal aimed to establish ‘a credible ‘honest broker’ in this battle who can be a reliable and
trusted source for a balanced, science-based view’. However, this presupposes that such a
broker would be fully independent of corporate interests. Indeed, Coca-Cola made a
concerted effort at distancing itself from the GEBN to conceal its involvement. As
Appelbaum wrote to GEBN academics Steven Blair and James Hill on 6 March 2014, “We
need to be hands-off as the GEBN begins to take off. This is essential… A labour of love, but
we need to make sure you are as independent as soon as possible.” Yet, as the documents
show, the GEBN and its message were not independent, as Coca-Cola was promoting a
scientific standpoint to academics and offering funding. The documents also reveal Coca-
Cola’s attempts at influencing the scientific community. First, the proposal states that the
GEBN would ‘facilitate new thinking within the science of energy balance’. This would build
on previous experience in ‘engaging experts… to frame problems differently’. The GEBN
would develop white papers to ‘guide the field towards solutions to obesity based on the
science of energy balance’. Second, the GEBN would serve ‘as a conduit to linking funding
sources with innovative new research ideas’ and ‘the most influential researchers using an
energy balance approach’. Finally, the GEBN would ‘empower them (the scholars) to
promote this approach’ at ‘scientific societies and at scientific meetings’, while encouraging
‘ongoing submissions to scientific and consumer publications.
Coca-Cola’s own proposal states: “We propose to establish The Global Energy Balance
Network to serve as a focal point for a new collaborative initiative to reduce obesity with
strategies that are based on the science of energy balance and on an understanding of both
individual and social/cultural behavioural motivation.” One might infer from this a noble
intention to establish the GEBN purely in the interest of improving public health. Yet, closer
inspection of Coca-Cola’s proposal for establishing the GEBN corroborates long-standing
concerns about food and beverage corporations’ involvement in scientific organisations and
their similarities with the tobacco industry’s efforts at casting doubt about the links between
smoking and cancer. The comments of those involved in the GEBN also show a less balanced
view, as when one of its leading members said that ‘there’s really virtually no compelling
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evidence’ that fast food and sugary drinks contribute to obesity, despite extensive evidence to
the contrary. Ultimately, the emails suggest that Coca-Cola proposed and supported the
GEBN because it would serve as a ‘weapon’ to ‘change the conversation’ about obesity in its
‘war’ with public health. Despite its close links to Coca-Cola, the GEBN was to be portrayed
as an ostensibly ‘honest broker’ while advancing the ‘energy balance’ framework and actively
advocating this approach among policy-makers, scientists, health-professionals, journalists
and the public. As they note, their intention was to ‘promote practices that are effective in
terms of both policy and profit (emphasis added)’.
You don’t get to be 126 years old and the world’s most-valuable brand without making some
major changes along the way. Consumers are moving toward healthier lifestyles and greater
environmental awareness these days. In order to succeed, a company must be able to adapt to
innovation and change. People are more concerned, aware, and knowledgeable than ever, and
with this increased concern, awareness, and knowledge comes a desire on organizations to act
and change. Because of this circumstance, the organization had to overcome numerous
challenges and be stretched to the maximum in order to continue striving for improvement.
One of the most well-known and well-established brands in the beverage industry is The
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Coca-Cola Company. The Coca-Cola products are consumed by a diverse group of people
from various racial, age, and cultural backgrounds. Coca-Cola is well known for its
widespread appeal because its products are sold in more than 200 nations globally.
Solution: -
Social setting: A healthier way of life (the sugar challenge) Coca-Cola intake in excess could
be hazardous to your health. Drinks with added sugar are now the majority of calories
consumed everyday by consumers. Numerous studies demonstrate that consuming too much
sugar makes you more likely to become obese than consuming fat does. Additionally,
diseases like diabetes, heart issues, or cancer have been connected to the significant rise in
sugar consumption globally. The Coca-Cola Company can use the strategies of not having
sugar available, positioning the product, utilizing smaller packaging, and communicating
with customers to help solve this type of issue.
Challenges: Many obstacles face by Coca-Cola Company and they need to fulfil their long-
term vision by creating values for all people. Maximum consumption of Coca-Cola products
might be harmful to health. According to World Health Organization, that people should limit
their daily intake of added sugar to no more than 10% of their total energy or calorie
consumption. Plastic bottle waste and water scarcity caused by Coca-Cola Company have a
huge negative impact to the environment. Another challenge of Coca-Cola Company is
increasing competitors in non-alcoholic beverage industries caused the company needs more
innovation and transformation to beat the rivals.
Solution:
Health organizations asserted that the negative effects of carbonated soft drinks include
dehydration, a high sugar intake, weight gain, and calcium depletion. There is strong
evidence in the United States that rising consumption of added sugars, especially in the form
of sugar-sweetened beverages, and refined carbohydrate intake are directly related to rising
obesity and weight gain rates. Laddu, D., Arena, R., Ortega, F., Alpert, M., & Kushner, R.
(2018). Coca-Cola Classic, for instance, has 10.6g of sugar per 100ml. A 350ml portion of
cola has 140 calories, which contributes to weight gain since you consume more calories than
your body expends. The sodas in Coca-Cola contain significant levels of phosphoric acid and
citric acid, both of which can destroy teeth.
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No Sugar Availability
Coca-Cola can design in no sugar version so that the consumers enjoy the wide array of
refreshment choices. Not only Diet Coke and Coke Zero Sugar, Coca-Cola Company can
develop more variety of beverage. As example like still water or sparkling water, teas or
yogurt drink with low or no sugar
Regulations
The Coca-Cola Company uses three million tons of plastic every year for packaging.
Numerous plastic items are dumped into the environment in large amounts. Plastic garbage
bottles, including drink and mineral water bottles, make up a larger share of these. Plastic
pollution has a significant, detrimental effect on the ecosystem since it is poisonous and not
biodegradable. The consumption of plastic garbage by marine animals has led to their deaths
and poisoning. Due to possible threats to human health, fish ingesting plastic is also giving
rise to significant worries. However, there is still very little knowledge regarding fish
ingesting plastic in commercial fish species, as only 7.5% have been studied. causing
damage to the land and lowering the quality of its surface.
By collecting and recycling every bottle or jar of its products by 2030 and increasing the
quantity of recycled materials used to many bottles or cans, The Coca-Cola Company
unveiled its new vision of "No Waste of the World" in 2018. The average recovery rate for
our PET bottles is 50%, and by 2025, all packaging will be 100% recyclable. Coca-Cola
streamlined recycling ecosystems, identified possible goods that could be made, and
rethought its packaging in order to encourage people to recycle more. Encourage companies
to develop alternative materials that can be used in alternative to plastics and change the
mind-set around their products to not rely solely on disposable plastic containers. To help
solve the existing packaging waste problem, Coca-Cola will continue to corporate with
existing partners such as the Marine Conservation/Non-Pollution Marine Alliance, the
World Wildlife Fund (WWF) and the Allen MacArthur Foundation (New Plastics Economic
Initiative) to support garbage disposal processing
Water is the primary component used by the Coca-Cola Company. There are 1.9 billion daily
consumptions of Coca-Cola products worldwide, which is a huge and unexpected number.
Every year, bottling companies need 300 billion liters of water to make carbonated beverages
to satisfy consumer demand. 36% of the world's population, according to the World Bank and
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the UN, resided in water-scarce areas in 2018. (Biswas, Tortajada, & 2019, 2019). High water
use in comparison to water supply is what causes water shortage, and humans are the main
influencing elements behind this phenomenon. According to (Li, W., Hai, X., Han, L., Mao,
J., & Tian, 2019).
Lack of water and poor water quality
Due to the growing industrial demand, concerns with water scarcity and poor quality are
becoming more and more of a global concern, with catastrophic effects in particular sectors.
For instance, the World Bank estimates that without additional invention or technological
advancement, all of India's water resources will be depleted by 2050. Coca-Cola Company
has operated 24 bottling plants in India since 2007, which has contributed to the country's
water shortage. Residents and authorities in India started to protest the Coca-Cola Company's
operation of bottling plants because there was already a shortage of water in the country. The
Coca-Cola Company's reputation is harmed by its outspoken opposition.
Major Events
Global Expansion (1890s - early 20th century): After its initial success in the United States,
Coca-Cola began its journey towards global expansion in the 1890s. The company expanded
its reach to international markets, starting with Canada and Puerto Rico. In 1906, Coca-Cola
started its first bottling operations outside the US in Cuba. This marked the beginning of
Coca-Cola's strategy to franchise its bottling operations worldwide, allowing local partners to
produce and distribute the beverage. Over the next few decades, Coca-Cola continued to
establish bottling plants and expand its distribution network across various countries, making
it a truly global brand.
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Introduction of Coca-Cola Santa Claus (1931): In 1931, Coca-Cola played a significant
role in shaping the modern image of Santa Claus. Haddon Sundblom, an artist, created a
series of illustrations featuring a jolly, plump Santa Claus holding a bottle of Coca-Cola.
These images were used in Coca-Cola's holiday advertising campaign, and they depicted
Santa Claus in a red suit with a white fur trim, which became the iconic portrayal of Santa
Claus that is recognized and loved worldwide today. This campaign not only reinforced the
association between Coca-Cola and the holiday season but also contributed to the modern
image of Santa Claus as we know him today.
Coca-Cola's Return to India (1993): In the early 1970s, Coca-Cola withdrew its operations
from India due to regulatory restrictions. However, in 1993, after a gap of nearly two
decades, Coca-Cola made a historic re-entry into the Indian market. The company's return
was marked by a joint venture with Parle, which enabled Coca-Cola to establish a strong
presence in India. Coca-Cola quickly gained popularity in the country, and its return played a
significant role in shaping India's evolving beverage market.
Sustainable Packaging Initiatives (2018 - Present): Coca-Cola has made significant strides
in its sustainability efforts to address environmental concerns. In recent years, the company
29
has undertaken various initiatives to reduce plastic waste and promote recycling. In 2018,
Coca-Cola announced its "World Without Waste" vision, pledging to collect and recycle one
bottle or can for everyone it sells by 2030. The company has also been introducing
sustainable packaging solutions, including Plant Bottle, made partially from plant-based
materials, and exploring the use of recycled plastics for its packaging. These initiatives
demonstrate Coca-Cola's commitment to environmental sustainability and responsible
business practices.
Pivot to Digital Marketing (2000s - Present): Coca-Cola has been at the forefront of digital
marketing, embracing new technologies to connect with its global consumer base. In the early
2000s, the company launched various interactive marketing campaigns, utilizing social media
and digital platforms to engage with consumers. Coca-Cola's online campaigns, such as
"Share a Coke," "Open Happiness," and "Taste the Feeling," have generated significant social
media buzz and user-generated content, strengthening its brand presence in the digital age.
Acquisition of Costa Coffee (2018): In a strategic move to diversify its beverage portfolio,
Coca-Cola acquired Costa Coffee, one of the world's largest coffeehouse chains, in 2018.
This acquisition provided Coca-Cola with a significant presence in the rapidly growing coffee
market and expanded its offerings beyond traditional soft drinks. It also allowed Coca-Cola to
tap into the growing trend of coffee consumption worldwide.
Response to the COVID-19 Pandemic (2020): Like many other companies, Coca-Cola
faced challenges during the COVID-19 pandemic. The pandemic significantly impacted the
beverage industry, with reduced demand for certain products and disruptions in supply
chains. However, Coca-Cola demonstrated agility in its response to the crisis, adapting its
marketing strategies, product offerings, and distribution channels to meet changing consumer
behaviours and needs. The company also contributed to relief efforts by supporting
communities and frontline workers during the pandemic.
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These major events from 1890 until the present-day highlight Coca-Cola's evolution as a
global brand, its commitment to innovation and sustainability, and its resilience in adapting to
changing market dynamics. Throughout its history, Coca-Cola has remained an iconic and
beloved beverage brand, with a profound impact on popular culture and consumer
preferences.
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£1 500). Candler is the first to bring any real vision to the business and the brand of Coca-
Cola. (“Our story 1886-1892: the beginning”,).
Many syrup plants were built in Chicago, Dallas and Los Angeles by
Candler. The marketing and promotions of Coca Cola led to a
significant increase in demand, and in 1894 a Mississippi businessman
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by the name of Joseph Biedenharn began bottling the beverage, making it portable. By 1895,
Candler had built syrup plants in multiple cities including Dallas, Chicago, and Los Angeles
to deal with increasing demand. Although Candler was a savvy businessman, he did not
realize that the future of Coca-Cola would be in portable bottles rather than soda fountains. In
1899, Candler sold the exclusive rights to bottle the beverage to two lawyers named
Benjamin Thomas and Joseph Whitehead. (“Our story 1893-1904: the early years”, n.d.)
Root Glass Company of Terre Haute, Indiana, won the contest to design a bottle that could be
able to be recognised in the dark. In 1916, they began manufacturing the
famous Contour Bottle, which remains as the signature shape of the Coca-
Cola today. (“History of Coca-Cola 1905-1918: Coke finds its identity”,
n.d.)
33
Introducing Coca-Cola to the Olympics (1919-1940)
34
‘I’d Like to Buy the World a Coke’ (1960-1981)
International appeal of Coke was then embodied by the
famous 1971 commercial where there was a group of young
people from around the world gathered on top of a hill in
Italy to sing ‘I’d Like to Buy the World a Coke’. (“Our story
1960-1981: going global”, n.d.)
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In 2008, Coca-Cola counted more than 160 low-calorie and no-calorie drinks that were in the
company’s range, which included Coke Zero and PowerAde Zero. In the UK 39% of drinks
that were sold are now lower or no calorie. ("Our story 2000 to now: 130 years later" n.d.)
EXHIBITS
36
CONCLUSION
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Coca-Cola is one of the world's most well-known and iconic beverage brands with a
significant global presence. The company was founded in 1886 and has since grown into an
international company with a wide range of products including carbonated soft drinks, juices,
teas and more. Throughout its history, Coca-Cola has received both praise and criticism.
Some of Coca-Cola's positives include its successful marketing campaigns, its ability to
connect with consumers on an emotional level, and its contribution to popularizing the image
of the modern Father Christmas. The company has also participated in various charity
projects and community programs. On the other hand, Coca-Cola has been criticized for its
role in promoting sugary drinks that are linked to health problems such as obesity and
diabetes. The company was accused of running out of water in some areas of operation and
environmental problems related to the use of plastic bottles. In addition, Coca-Cola has been
accused of violating human rights in its labour practices and participating in conflicts in
certain areas. Coca-Cola continues to adapt to changing consumer preferences and market
dynamics by introducing new products, including healthier options, and exploring
sustainability initiatives. Like all large companies, it is subject to continuous monitoring and
evaluation of business practices and social impact. the latest Coca-Cola news and reports.
REFERENCES
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