COCA COLA IN INDIA

Coca Cola In India



Executive Summary

The Coca-Cola logo is one of the world's most recognized trademarks, an indication of the scope Coca-Cola's one penetration in communities across the world. Since launching in the Indian market in Agra in 1993, Coca-Cola invested more than U.S. $ 840 million to build new infrastructure and to strengthen existing position. Coca-Cola India has helped to generate U.S. $ 163 million in foreign exchange and renewed in the beverage industry in the areas of production, distribution and consumer goods are the main marketing. The company has faced several ethical and legal challenges in operating business in India. But, it has significantly achieved the milestone in the industry to become the market leader in Indian beverage industry.



Coca Cola in India

Introduction

Coca-Cola India Pvt. Ltd is a wholly-owned subsidiary of The Coca-Cola Co. Coca-Cola India's stronghold is in carbonates; its main brands are Coca-Cola, Thums Up, Fanta, Limca and Sprite. The company's network includes 27 company-owned bottling plants, along with 17 franchisees and 22 co-packing operators. Besides carbonates, it also manufactures mango juice and bottled water. Coca-Cola has a widespread national network of production facilities and marketing offices.

Discussion

The company has a diverse and expansive product portfolio in soft drinks, which includes several leading brands spanning carbonates, bottled water, juice drinks and now energy drinks. Coca-Cola products are positioned at mid-range consumers in the market. In each category in which it operates, the price of its products is more or less pegged at the industry average. Coca-Cola has been an extremely dynamic industry player, as it launched several new products and rebranded some existing products in 2010.

Company Background

The company was rather proactive in exploring high growth categories of soft drinks in 2010. With the launch of Burn, it is hoping to pit itself against Red Bull and Cloud 9 in energy drinks. As for lemon flavored juice drinks, Minute Maid Nimbu Fresh puts it in direct competition with Nimbooz by 7-Up and LMN by Parle Agro. Rain water harvesting and water conservation were high on CCI's agenda in 2010. The company participated in rainwater harvesting programs in Anangpur (near Delhi) and in Madhya Pradesh in 2010.

(Coca-Cola India) CCI claims that it has reduced the consumption of water from over four liters of water for every liter of beverage sold in 2006 to two and half liters in 2010. In September 2010, ...