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A
COMPARATIVE STUDYOF
COKE & PEPSI
PROJECT REPORT
Submitted in fulfillment of theRequirements for the Degree of
MASTER OF
BUSINESSADMINSTRATION
of
SIKKIM MANIPAL UNIVERSITY GANGTOK, India
(Session : 2010-2012)
Centre for: TUPLES
Web-http://www.tuples.in
243,Sector-1,Shastri Nagar,Meerut.
Submitted To:Mrs. Rubina Bhardwaj
(H.O.D) (Marketing)
TUPLES
Shastri Na ar, Meerut
Submitted By: ANMOL KUMAR
MBA IV Semester (Marketing)
Roll No-820639079
TUPLES
Shastri Nagar,Meerut
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STUDENT DECLARATION
I, hereby certify that the Survey data collection and analysis work
related to research project report on ‘Marketing Research about
A COMPARATIVE STUDY OF COKE AND PEPSI’ has been
carried out exclusively on my own effort under the supervision of
Mr. PARVEEN CHAUDHARY (Ass. Sales Manager,Coca
Cola Company,Meerut) is my research guide and Mrs. Rubina
Bhardwaj, Faculty Guide Tuples Shastri Nagar Meerut,.
Anmol Kumar
IVth SemRoll N. 820639079
Tuples ,Shastri Nagar, Meerut.
TUPLES Web-http://www.tuples.in
243,Sector-1,Shastri Nagar,Meerut
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CONTENTS
1. Certificate of Project.
2. Preface
3. Acknowledgement
4. Introduction,
a. Profile of Coca-Cola
b. Around the world
c. Various brands of Coca-Cola Company ….09--37
d. Products and packaging MYTHS and RUMORS ….38
e. Mission Coca Cola India
f. Faboulas facts about Coca-Cola …………41--47
g. Slogan
h. Going Global Coca-Cola dominated. ………….5054
5. Executive Summary ………… 55-56
6. A Brief profile of Flavoured & Pack. …………..57
7. Objectives. 8. Research Methodology
(a) Method of marking research …………..60
(b) Research design
(c) Method of data collection ………….
(d) Sampling plan
9. Analysis & Design
10. Finding.
11. Conclusion.
12. Suggestions.
13. Limitations.
14. Appendix.
15. Bibliography.
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CERTIFICATE
TO WHOM IT MAY CONCERN
This is to certify that Mr. Ram niwas Gupta Roll No. 520963672 of MBA is
a student ofSVIIT GORAKHPUR for the session 2010-2012
He has completed the summer training project report entitled “A
Comparative Study Of Coke & Pepsi in GORAKPUR” in the organization
Coke for the partial fulfillment for the award of MBA degree under
“SIKKIM MANIPAL UNIVERSITY OF HELTH, MEDICAL &
TECHNOLOGICAL SCIENCE GANGTOK”
The research report is satisfactory.
Project Supervisor
Auth. Singnature
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*****
PREFACE
The present is an era of cut throat competition after liberalization policy of Indian Govt.
plethora of MNC enter in India. As a result to day every business hold a view of
globalization.
The new product are launching and the old and absolute product are being obliterating
from the market every second.
There is no monopoly played by an enterprise in every one.
There is an existence of rival enterprise the rivals are strong enough to vanguisth each
other sort of dared erstine struggle has taken its break though in the corporate and
business world..
The same is befalling between Coca-Cola and Pepsi.
Some times one Coca Cola over powered the Pepsi and some time vice versa has taken
place regarding the market share and scaled volume though the rivalry contrive rood the
year but it is at zenith in summer
.
********
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Acknowledgement
I would like to express my sincere gratitude towards ----------------------------
--------------------------------------for providing me the opportunity to work and learn
through this end-term project.
I am extremely grateful to my esteemed project guide, --------------------------
------------------------------for giving me an opportunity to work with him and his
indispensable help and guidance throughout this project and for inspiring me to
strive to achieve the best in difficult situations.
While doing the project I visited many companies in Meerut region and
met many senior personnel. I would like to extend my special thanks to all of
them for sparing their time to patiently answer the questions and giving their
views.
-------------------------------
RAM NIWAS GUPTA
MBA- IV Sem.
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INTRODUCTION
PROFILE OF COCA-COLA
BIRTH OF A REFRESHING IDEA
John Stryth Pemberton first introduced the refreshing coke taste of Coca cola
in Atlanta Georgia. It way may of 1886 when the pharmacist concocted a
caramel colored syrup in a three-legged brass kettle in this backyard. The
first “distribute” the new product by carrying Coca Cola in a Jud down the
street to Jacobs Pharmacy for five cents. The consumers could enjoy a glass
of Coca Cola at the soda function, which was proclaimed delicious and
refreshing.
Dr. Pemberton’s partner and bookkeeper Frank M. Robinson, Suggested the
name and penned Coca Cola in unique following script that is famous world
wide today. Mr. Robinsan thought “the two C’s would look well in
advertising.By 1886, sales of Coca Cola averaged nine drinks per day. That first year,
Dr. Pemberton sold 25 gallons of syrup, shipped in bright red wooden kgs
.Red has been a distinctive color associated with the No.1 soft drink brand
ever since. For this effort, Dr. Palmerton grossed $50 and spent $73.96 on
advertising.
In 1891, Atlanta entrepreneur. As G. Candler had acquired complete owner
ship of the Coca cola business within for his merchandising flair helped
expand consumption of Coca cola to every state and territory. In 1919, the
coca cola way sold to a group investors for $25million, Robert W.Woodrup
become president of the Coca cola company in 1923, and his more than six
decades of leadership took the business to unrivaled height of commercial
success making coca Cola in institution the world over.
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COCA-COLA FIRST BOTTLED
Coca Cola began as a ferntevin product but candy merchant jusepth A.
Biedentrnn of Mississippi was looking for a way to serve this resrashing
beverage at picnics. Tiebegan offering bottled Coca –Cola, using syrup
shipped from Atlanta, during an especially, busy summer in 1894.
In 1899, large scale bottling become possible when as concluder granted
exclusive bottling rights to Joseph B. whiter head and Benjamin F. Thomas
of Chattanooga, Jenacessec. The contract market the beginning of the Coca
cola company’s unique intendment bottling system that remains the
formdation of the company soft drink operations.
Back then, sod a bottles were all very similar and Coca-Cola has many
imitators, which consumers would be unable to identify until they took a sip.
The answer way to create a distinct bottle for Coca Cola. As a result the
genuine Coca Cola bottle with the contour shape now known the world way
developed in 1915 by the red Glass company.
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DATES : 1894-EARLY
1900’S
DATES : 1995-1916
The Second type of “Coke” bottle
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DI AM OND CAN
Made avai lab le in 1955
to Mil i ta ry
DATES: 1915- TODAY
hobbleskirt or contour bottle.
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DOUGLAS N. DAFT
Chairman of the Board and Chief
Executive Officer The Coca-Cola Company
Douglas N. Daft was elected chairman, Board of Directors, and chief
executive officer of The Coca-Cola Company on February 17, 2000. Mr.
Daft is the 11th chairman of the Board in the history of the Company.
Mr. Daft, 60, joined the Company in 1969 as planning officer in the Sydney,
Australia office. He held positions of increasing responsibilities throughout
Asia and in 1982 was named vice president of Coca-Cola Far East Ltd.
In December 1988, Mr. Daft was named president of the North Pacific
Division and president of Coca-Cola (Japan) Co., Ltd. He moved to the
Company's Atlanta headquarters
in 1991 to assume the responsibility of president of the Pacific Group an
in 1999 his responsibilities were expanded to include the Company's Africa
Group, and Schweppes Beverage Division, as well as the Middle and Far East
Group.
Mr. Daft was elected president and chief operating officer of The
Coca - Cola Company in December 1999.
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He serves on the boards of Sun Trust Banks, the Boys & Girls Clubs of
America, Catalyst, the CERGE-EI Foundation(Center for Economic Research
and Graduate Education - Economics Institute) in the Czech
Republic, the Lauder Institute for Management and
International Studies at the University of Pennsylvania, the Prince of
Wales International Business Leaders Forum, the Grocery
Manufacturers of America, the British - American Chamber of
Commerce, the G100, the Woodruff Arts Center, the Commerce Club,and the McGraw-Hill Companies. Mr. Daft is a trustee of Emory
University, the American Assembly and the Center for Strategic &
International Studies. He is also a member of The Trilateral
Commission, The Business Council, and The Business Round table.
Mr. Daft received a bachelor's degree in mathematics from
the University of New England and a post-graduate degree in
administration from the University of New South Wales. He holds
an honorary doctorate in international law from Thunderbird, The
American Graduate School of International Management.
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AROUND THE WORLD
Although Coca-Cola was first created in the United States, it quickly
became popular wherever it went. Our first international bottling plants opened in
1906 in Canada, Cuba and Panama, soon followed by many more. Today, we
produce more than 300 brands in over 200 countries. More than 70 percent of
our income comes from outside the U.S., but the real reason we are a truly global
company is that our products meet the varied taste preferences of consumers
everywhere
OUR PARTNERS
The Coca-Cola Company works with a wide variety of organizations to
support health, fitness and good nutrition. Visit these sites for more information
about positions, programs and activities.
The Coalition for a Healthy and Active America (CHAA) CHAA was
formed in 2003 by concerned organizations and national leaders to educate
parents, children, schools, and communities about the critical roles physical
activity and nutrition education play in reversing the alarming trends of childhood
obesity. As a non-profit national grassroots coalition, CHAA is a vigorous
advocate for developing healthy and active lifestyles for America's youth.
CHAA is committed to working with schools to rededicate time for physical
fitness; giving parents the freedom to help their children make their own
nutritional choices; building school-business model relationships that benefit our
families by supporting healthy and active lifestyles; and finding solutions to
childhood obesity that are both responsible and realistic
American Council for Fitness and Nutrition The American Council for
Fitness and Nutrition (ACFN) is a group of food, beverage and consumer
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products companies, not-for-profit organizations and trade associations working
together to improve the health of all Americans, particularly youth, by
encouraging a healthy balance between fitness and nutrition. The cornerstone of
all ACFN initiatives is the idea that lasting solutions to the nation's obesity
problem must be based on sound science and behavioral research. Such policies
are likely to help parents and their children develop eating and exercise habits
that lead to a healthier life.
Grocery Manufacturers of America The Grocery Manufacturers of America
(GMA) represents the food, beverage and consumer products industry on key
issues that affect the ability of brand manufacturers to market their products
profitably and deliver superior value to the consumer.
International Food Information Council (IFIC) Foundation The IFIC
Foundation is a public education foundation disseminating sound, science-
based information on food safety, nutrition and health.
International Life Sciences Institute Founded in 1978, the International Life
Sciences Institute (ILSI) is a nonprofit, worldwide foundation that seeks to
improve the well-being of the general public through the pursuit of balanced
science. Its goal is to further the understanding of scientific issues relating to
nutrition, food safety, toxicology, risk assessment, and the environment by
bringing together scientists from academia, government, and industry.
Kidnetic.com
Kidnetic.com is a fun, interactive Web site that emphasizes healthy living
achieved through a balance of physical activity and responsible eating habits.
The Web site gives young people and their parents the tools and ideas to help
change habits and plant the seeds for healthier families tomorrow. Kidnetic.com
is a program of the International Food Information Council (IFIC) Foundation.
National Association for Sport and Physical Educationsociation for Sport and
Physical Education seeks to enhance knowledge and professional practice in
sport and physical activity through scientific study and dissemination of research-
based and experiential knowledge to members and the public.
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National Soft Drink Association The National Soft Drink Association (NSDA) is
the trade association for America's soft drink industry, serving the pub.
VARIOUS BRANDS OF COCA-COLA COMPANY
A
A&W * Ades Alive Almdudler
Ambasa American Andifrut Andina Nectar
ardis
rdi Mixersr
q'
s
Beat Belte Beverly Bibo Bimbo
BeverlyBib
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ola
Coke
*
s
s
Light
Cola
*
*
caffeine free Coke light/diet Coke
King
*
s
s
Light
Cola
*
*
Cal King
*
s
s
Light
Cola
*
*
ight/diet Coke
King
*
s
s
Light
Cola
*
*
Cal King
*
s
s
Light
Cola
*
*
Calypso
*
s
s
Light
Cola
*
*
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*
Canning's
Cappy
Coke
Light
Cola
*
*
Caprice
Coke
Light
Cola
*
*
Carvers Chafresco Chaho Charrua
Coke
Light
Cola
*
*
*
Caprice
Coke
Light
Cola
*
*
Carvers Chafresco Chaho Charrua
Coke
Light
Cola
*
*
Carvers
Chafresco
Chaho
Coke
Light
Cola
*
*
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Cheers
Coke
Light
Cola
*
*
Cherry Coke
Light
Cola
*
*
Chinotto
Light
Cola
*
*
Chinotto Light
Light
Cola
*
*
Cola
*
*
Chinotto
Light
Cola
*
*
Chinotto Light
Light
Cola
*
*
Chippewa
Chivalry
Ciel
Citra
Coke II
*
*
Chippewa
II
*
*
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Coke II Coca-Cola Cocoteen Cresta
* Cristal Crush
* Crystal Cumberland Gap
Coke II Coca-Cola Cocoteen Cresta
* Cristal Crush
* Crystal Cumberland Gap
Coca-Cola Cocoteen Cresta
* Cristal Crush
* Crystal Cumberland Gap
Cocoteen Cresta * Cristal Crush
* Crystal Cumberland Gap
Cresta * Cristal Crush
* Crystal Cumberland Gap
Cristal
Crush *
Crystal
CumberlandGap
Coca-Cola Cocoteen Cresta* Cristal Crush
* Crystal Cumberland Gap
Cocoteen Cresta * Cristal Crush
*
Crystal
Cumberland Gap
Cresta * Cristal Crush
* Crystal Cumberland Gap
Cristal Crush * Crystal CumberlandGap
Cristal Crush * Crystal Cumberland
Gap
Crush * Crystal Cumberland Gap
Crystal Cumberland Gap
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D Dannon * Dasani Water Delaware Punch DESCA
diet A&W * diet Almdudler
Diet Andina
Nectar/Andina
Nectarlt
diet Barq's
diet Charrua diet Cherry Coke
dietCoke/Coca-Cola
light
Diet Coke/Coca-Cola light with
lemon
Diet Coke/Coca-
Cola light with
lemon
Eva Evian *
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Fanta Finley Fioravanti
Fanta
Finley Fioravanti
Fontana Fraser & Neave Freezits Fresca
Kapo Axion Kapo
Linnuse Love Body
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back to top
Maaza Mad
RiverMaaza
Mad River Magnolia
Manzana Mia Marocha Master Chill
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INGREDIENTS MYTHS & RUMORS All our soft drinks are wholesomebeverages manufactured in compliance with the U.S. Federal Food Laws, the
laws of all U.S. states, and the laws of nearly 200 countries throughout the
world where our product share marketed.
INGREDIENTS MYTHS & RUMORS
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YOUR HEALTH AND OUR BEVERAGES
There is growing confusion about what constitutes a healthy diet. With so muchconflicting information available about health and nutrition, it can be very difficult
to determine what is accurate and what is not.
The truth is that soft drinks and other beverages have a place in a healthy
lifestyle. A healthy diet incorporates the basic principles of variety, balance and
moderation without sacrificing enjoyment.
• HEALTH AND OUR BEVERAGES -- THE FACTS
Facts on Diabetes and Soft Drinks
• Soft drinks do not contribute to diabetes.
• Children who are obese have a greater risk of type 2 diabetes but this
is not related to the sugar content in soda
Facts on Aspartame and Soft Drinks
Key Fact
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• Aspartame is a safe low-calorie sweetener, approved by more than 90
nations and scores of health organizations, that has never been linked to
any health risks.
Facts on Healthy Bones and Soft Drinks
Key Fact
• The caffeine and phosphoric acid in soft drinks does not affect bone
health.
Facts on Hyperactivity and Soft Drinks
Key Fact
• The sugar in soft drinks does not cause children to be hyperactive.
Facts on Milk Consumption and Soft Drinks
Key Fact
• The consumption of soft drinks has not affected calcium consumption.
Facts on Sedentary Lifestyle and Obesity
Key Facts
• Rising obesity rates are due in large part to sedentary lifestyles and lack of
physical activity.
• Soft drinks can be part of an active lifestyle
Facts on Sugar and Soft Drinks
Key Facts
• Sugar consumption has not been shown to cause obesity.
• There are no nutritional differences between sugars and the body uses
them all the same way.
• The amount of sugar and calories in soft drinks is about the same as
many fruit juices
Facts on Caffeine and Soft Drinks
Key Facts
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• Soft drinks containing caffeine are not addictive.
• Caffeine has no negative impact on hydration or bone health.
• There is no connection between cardiovascular disease and caffeine
HISTORY OF BOTTLING
Coca-Cola® originated as a soda fountain beverage in 1886 selling for five
cents a glass. Early growth was Impressive, but it was only when a strong
bottling system developed that Coca-Cola became the world-famous brand
it is today.
store in Vicks
1894 … A modebeverage called C
using a common
Company. Candle
Candler focused o
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1899 … The firs
1899 … The first bottling agreement
Two young attorneys from Chattanooga, Tennessee believed they could build a
business around bottling Coca-Cola. In a meeting with Candler, Benjamin F.
Thomas and Joseph B. Whitehead obtained exclusive rights to bottle Coca-Cola
across most of the United States -- for the sum of one dollar. A third Chattanoogalawyer, John T. Lupton, soon joined their venture.
1900-1909 … Rapid growth
The three pioneer bottlers divided the country into territories and sold bottling
rights to local entrepreneurs. Their efforts were boosted by major progress in
bottling technology, which improved efficiency and product quality. By 1909,
nearly 400 Coca-Cola bottling plants were operating, most of them family-owned
businesses. Some were open only during hot-weather months when demand
was high
1916 … Birth of the Contour Bottle
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Bottlers worried that Coca-Cola's straight-sided bottle was easily confused with
imitators. A group representing the Company and bottlers asked glass
manufacturers to offer ideas for a distinctive bottle. A design from the Root Glass
Company of Terre Haute, Indiana won enthusiastic approval. The Contour Bottle
became one of the few packages ever granted trademark status by the U.S.
Patent Office. Today, it's one of the most recognized icons in the world - even in
the dark!
1920s … Bottling overtakes fountain sales
As the 1920s dawned, more than 1,000 Coca-Cola bottlers were operating in the
U.S. Their ideas and zeal fueled steady growth. Six-bottle cartons were a huge
hit starting in 1923. A few years later, open-top metal coolers became the
forerunners of automated vending machines. By the end of the 1920s, bottle
sales of Coca-Cola exceeded fountain sales
1920s and '30s … International expansion
Led by Robert W. Woodruff, chief executive officer and chairman of the Board,
the Company began a major push to establish bottling operations outside theU.S. Plants were opened in France, Guatemala, Honduras, Mexico, Belgium,
Italy and South Africa. By the time World War II began, Coca-Cola was being
bottled in 44 countries
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1940s … Post-war growth
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During the war, 64 bottling plants were set up around the world to supply the
troops. This followed an urgent request for bottling equipment and materials from
General Eisenhower's base in North Africa. Many of these war-time plants were
later converted to civilian use, permanently enlarging the bottling system and
accelerating the growth of the Company's worldwide business.
1950s … Packaging innovations
For the first time, consumers had choices of Coca-Cola package size and type-
the traditional 6.5 ounce Contour Bottle, or larger servings including 10-, 12- and
26-ounce versions. Cans were also introduced, becoming generally available in
1960.
1960s … New brands introduced
Sprite®, Fanta®, Fresca® and TAB® joined brand Coca-Cola in the 1960s. Mr.
Pibb® and Mello Yello® were added in the 1970s. The 1980s brought diet
Coke® and Cherry Coke®, followed by PowerAde® and Fruitopia® in the 1990s.
Today scores of other brands are offered to meet consumer preferences in localmarkets around the world
1970s and '80s … Consolidation to serve customers
As technology led to a global economy, retail customers of
The Coca-Cola Company merged and evolved into
international mega-chains. Such customers required a new
approach. In response, many small and medium-size
bottlers consolidated to better serve giant international customers. The Company
encouraged and invested in a number of bottler consolidations to assure that its
largest bottling partners would have capacity to lead the system in working with
global retailers
As technology led to a global economy, retail customers of The Coca-Cola
Company merged and evolved into international mega-chains. Such customers
required a new approach. In response, many small and medium-size bottlers
consolidated to better serve giant international customers. The Company
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encouraged and invested in a number of bottler consolidations to assure that its
largest bottling partners would have capacity to lead the system in working with
global retailers
1990s … New and growing markets
Political and economic changes opened vast markets that were closed or
underdeveloped for decades. After the fall of the Berlin Wall, the Company
invested heavily to build plants in Eastern Europe. As the century closed, more
than $1.5 billion was committed to new bottling facilities in Africa.
21st Century … Think local, act local
The Coca-Cola bottling system grew up with roots deeply planted in local
communities. This heritage serves the Company well today as consumers seek
brands that honor local identity and the distinctiveness of local markets. As was
true a century ago, strong locally based relationships between Coca-Cola
bottlers, customers and communities are the foundation on which the entire
business grows
BOTTLING TODAY
i
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t
l
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's largest cities to its most remote villages, our bottling system is made up of
locally rooted enterprises committed to quality. The Coca-Cola Company
bottling partners are always local businesses, exerting a strong influence on
economic development and actively participating in community life through
local events and philanthropic activities.
Bottlers and Customers
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i
t
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bottling system is made up of locally rooted enterprises committed to quality.
The Coca-Cola Company bottling partners are always local businesses,
exerting a strong influence on economic development and actively
participating in community life through local events and philanthropic
activities.
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Bottlers and Customers
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Bottlers are a critical local link. They sell our brands to businesses and
institutions, retail chains, supermarkets, restaurants, small neighborhood grocers,
sports and entertainment venues, schools and colleges, among others. These
customers, in turn, are where you go when you want a Coke® or one of our other
brands.
For each of our customers, providing the right mix of Company products and
packages at the right price is the foundation of mutual success. Local consumer
tastes determine the brands and package types a particular customer wants us
to supply. Bottlers in many countries offer tours of their facilities to schoolchildren
and adult groups. Contact the local bottler in your region for more information on
tours and other activities that our bottlers sponsor.
A Revolution in Plastics Recycling
If you ask Peter Anderson, project director of the Plastic Redesign Project (PRP),
The Coca-Cola Company has spurred a revolution in the economics of plastics
recycling, with its decision three years ago to establish a public goal for using
recycled content in PET (Polyethylene Terephthalate) bottles.
The company made the ground-breaking commitment in 2000 to use 10%
recycled content in its plastic bottles by 2005, culminating its years-long work to
help commercialize recycling PET bottles from curbside programs into new
bottles.
In February 2003, The Coca-Cola Company received an award from the PRP, as
it reached a milestone in that commitment, with 10% recycled content in 80% of
its bottles. During the ceremony, Anderson expressed the industry's gratitude to
the company's commitment, "We cannot begin to tell you how much we
appreciate your bold decision to step up to the plate, following on your decade-
long dedication to technology development with a public commitment."
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The PRP is a coalition of local and state recycling officials. It works constructively
with packagers to improve the economics of plastics recycling by designing
plastic bottles for recyclability and by increasing the use of recycled content in
plastic bottles.
According to Anderson, the PET recycling system had struggled financially for
years. Because of the size and influence of The Coca-Cola Company, their 2000
commitment jolted the market and initiated an overall improvement to the
industry. He revealed that the company can claim responsibility for increasing the
demand for recycled PET, expanding the size of the RPET (recycled PET) bottle
market, creating a standard for other beverage companies to follow that should
eventually double the impact, and helping to develop technological innovationthat is anticipated to bring down the cost of upgrading technologies, making it
less expensive to use recycled PET.
The PRP and The Coca-Cola Company also plan to work together to encourage
bottle designs that consider their impacts on recycling, in an effort to protect the
valuable new end markets for recycled PET that the company's commitment has
created.
Receiving the award for outstanding corporate responsibility on behalf of The
Coca-Cola Company were Scott Vitter’s, Environmental Manager, and Jeffrey
Hansen, Packaging Recycling System Manager.
Vitter’s explained that the Coca-Cola system has worked diligently over the past
decade to develop sustainable recycling technologies. "We appreciate the
recognition for these efforts and look forward to continuing to drive new
innovation. The company continues ahead of schedule to meeting its 2005 goal
WORKPLACE CULTURE
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With the same spirited investment as the world's premier marketer and beverage
industry leader for more than 116 years, we are focused on strategic workplace
programs that help assure the success of our commitment to embracing the
similarities and differences of people, cultures and ideas.
Cultural Sensations - This employee awareness program takes diversity
beyond representation and provides employees an opportunity to learn about
different cultures and regions of the world in which we do business. Our Cultural
Sensations program is designed to foster dialogue about the similarities and
differences of people, cultures and ideas through the use of art, music, dance,
food and special events.
Diversity Advisory Council - The company's corporate Diversity AdvisoryCouncil consists of a representative group of employees from all levels, functions
and business units of the organization. The Council develops recommendations
for senior management on advancing the company's efforts towards achieving
our diversity objectives.
Employee Forums - We believe that a sense of community enhances our ability
to attract, retain, and develop diverse talent and ideas as a source of competitive
business advantage. In the United States, through employee forums, employees
can connect with colleagues who share similar interests and backgrounds. In
those forums and elsewhere, employees support each other's personal and
professional growth and enhance their individual and collective ability to
contribute to the company. Forums that are currently active include:
WORKPLACE POLICIES
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Within every large organization, there are always governing rules, and our
company is no exception. The Coca-Cola Company and its subsidiaries maintain
a long-standing commitment to equal opportunity, affirmative action and valuing
the diversity of our employees. In order to foster an environment that is
productive, healthy, safe, and successful for all of our employees, our company
has policies to help guide the behaviour that shape our work environment.
Code of Business Conduct
Our Code of Business Conduct (English Translation) serves to guide the actions
of our employees, officers and directors in ways that are consistent with our core
values: honesty; integrity; diversity; quality; respect; responsibility; and,
accountability. The Code helps our people play by the rules wherever we operate
around the world. And, we have well-defined procedures for times when
concerns arise, in The Code of Business Conduct Procedural Guidelines (English
Translation).
Equal Opportunity
The Coca-Cola Company values all employees and the contributions they make.
Consistent with this value, the company reaffirms its long-standing commitment
to equal opportunity and affirmative action in employment, which are integral
parts of our corporate environment. The company strives to create a work
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environment free of discrimination and physical or verbal harassment with
respect to race, gender, colour, national origin, religion, age, disability, sexual
orientation, or veteran status. We will make reasonable accommodations in the
employment of qualified individuals with disabilities, for religious beliefs, and
whenever else appropriate
The company maintains equal employment opportunity functions to ensure
adherence to all laws and regulations, and to company policy in the areas of
equal employment opportunity and affirmative action. All managers are expected
to implement and enforce the company policy of non-discrimination, equal
employment opportunity, and affirmative action, as well as to prevent acts of
harassment within their assigned area of responsibility. Further, it is a part of
every individual's responsibility to maintain a work environment that reflects the
spirit of equal opportunity and prohibits harassment.
Individuals with Disabilities, Disabled Veterans and Veterans of the
Vietnam Era
The Coca-Cola Company has a long-standing commitment to take affirmative
action to employ and advance the employment of qualified individuals withdisabilities, disabled veterans, and veterans of the Vietnam Era. As part of these
efforts, we periodically invite disabled individuals, disabled veterans, veterans of
the Vietnam Era, and other covered veterans to identify themselves as such, if
they have not already done so, by advising their Human Resources
representatives.
The information provided by an employee is voluntary, and will be handled
confidentially. However, if it's necessary to assist an employee in performing job
responsibilities, appropriate managers may be informed regarding any
restrictions on work, necessary accommodations, or conditions that might require
emergency treatment
THE COCA-COLA PROMISE
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The Coca-Cola Company exists to benefit and refresh every one it touches.
The basic proposition of our business is simple, solid and timeless. When we
bring refreshment, value, joy and fun to our stakeholders, then we successfully
nurture and protect our brands, particularly Coca-Cola. That is the key to fulfilling
our ultimate obligation to provide consistently attractive returns to the owner so
four business.
MARKETPLACE
More than a billion times every day, thirsty people around the world reach for
Coca-Cola products for refreshment. They deserve the highest qualityevery
time. Our promise to deliver that quality is the most important promise we make.
And it involves a worldwide, yet distinctively local, network of bottling partners,suppliers, distributors and retailers whose success is paramount to our own. Our
investment in local communities in over 200 countries totals billions of dollars in
jobs, facilities, marketing, the purchase of local goods and services, and local
business partnerships. Always and everywhere, we pursue continuous innovation
in the products we offer, the processes we use to make them, the packages we
develop and the ways we bring them to market.
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WORKPLACE
The Coca-Cola system is one of the most diverse organizations on earth, with a
rich mosaic of talented colleagues who bring a variety of intellectual,
professional, ethnic and cultural perspectives to our enterprise. They reflect the
nations, cultures and languages of the world.
Our policy is to foster an inclusive environment that encourages all
employees to develop and perform to their fullest potential.
Our workplace must be a place where everyone's ideas and contributions are
valued. Our employees deserve equal treatment under our policies governing
compensation, advancement, health, safety and other aspects of workplace life.
We understand that fairness in the workplace, coupled with the opportunity to
develop individual capabilities, fosters our collective success.
ENVIRONMENT
Responsible stewardship of the environment is a top priority for The Coca-Cola
Company. By preserving and enhancing our natural world, we brighten the future
for our planet and for each other. We put this principle into practice through The
Coca-Cola Environmental Management System, known as ecosystem. We
operate our business as stewards of the environment, with a commitment to
continually move our business toward sustainability: striving to consume fewer
natural resources, and to recover and reuse resources more extensively. Our
commitment to protect the environment extends throughout our organization,
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involving officers, managers and employees at all levels. We are accountable for
our actions, conducting assessments of our environmental performance and
taking action toward continuous improvement in all that we do.
COMMUNITY
Society advances on the strength of community: people sharing their ideas and
resources to reach common goals. We seek to strengthen local communities
worldwide through our support for education, through partnerships with other
organizations and through acts of citizenship by the people of Coca-Cola.
We support education because of its power to expand opportunities for
individuals and increase understanding between cultures. We partner with
national and international organizations to alleviate economic disadvantage and
help improve the quality of life in local communities. Together with our local
bottling partners, we strengthen communities by giving with our hands and our
hearts, as partners in the promise of a better life.
DIVERSITY AT WORK
Our people to develop to their fullest potential.
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The heart and soul of our enterprise have always been our people. Over the past
century, Coca-Cola people have led our successes by living and working with a
consistent set of values. While the world and our business will continue to
change rapidly, respecting these values will continue to be essential to our long-
term success.
As we have expanded over the decades, our company has benefited from the
various cultural insights and perspectives of the societies in which we do
business. Much of our future success will depend on our ability to develop a
worldwide team that is rich in its diversity of people, cultures and ideas.
We are determined to have a diverse culture, from top to bottom, that benefits
from the perspectives of each individual.
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COMMUNITY SUPPORT
“Success alone isn't what makes us a trusted neighbor and a welcomed friend in communities where we sell our products. We earn that place only by being
involved, concerned and committed citizens."
Douglas N. Daft, Chairman, Board of Directors and Chief Executive Officer
At The Coca-Cola Company, we constantly strive to be the best neighbor
possible by strengthening our communities…those places our employees,
customers and consumers call home.
In the nearly 200 countries where we do business, The Coca-Cola system
celebrates a tradition of giving back to the community. And we do it in many
different ways. Whether providing financial contributions, awarding scholarships
or supporting our employee volunteer efforts, we are able to reach out to a
diverse range of families and communities across the globe.
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SUPPLIER DIVERSITY
Our approach to Supplier Diversity is simple ... it's inclusive! Minorities are
the fastest-growing segment of the U.S. population, and women make mostpurchasing decisions involving consumer goods, including our products.
Including minorities and women as our partners is a business imperative at The
Coca-Cola Company
Our supplier diversity mission is to provide equal access to procurement
opportunities for minority- and women-owned enterprises (MWBEs). We have
made a commitment to proactively building relationships with and purchasing
goods and services from MWBEs to the maximum extent possible. This mission
underscores our long-standing commitment to being a leader in supplier diversity
and a model corporate citizen in the communities we serve. In addition, it is in
keeping with the Coca-Cola Promise "...to benefit and refresh everyone who is
touched by our business."
As a part of our commitment to supplier diversity and in collaboration with
Clark Atlanta University, we have established a MWBE Supplier Mentoring
program to assist minority- and women-owned firms to enhance their capability
and capacity.
We believe second-tier engagement with minority- and women-owned
firms is a critical component to the success of supplier diversity. It helps us to
reach and include more MWBE suppliers in our procurement process. We also
require our primary suppliers to proactively engage minority and women firms on
all company projects and contracts. In fact, our major suppliers have embraced
this second-tier program and have become our partners in supplier diversity.
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WASTE MANAGEMENT
Every year, the world produces billions of tons of waste. Recycling and
reusing waste materials is absolutely crucial if we are to maintain the health and
beauty of the earth. The Coca-Cola® Company’s working constantly toward
coming up with smart, creative ways to reuse waste. Here's a glance at what
we're doing.
To introduce innovative and environmentally friendly packaging, we
opened a breakthrough facility in Sydney, Australia for the world's first PET
bottles to be produced from recycled PET bottles. Today, one in four PET
containers sold by our company in North America contain recycled content.
At Peru's famous Machu Picchu archaeological site, we organized an
aggressive clean-up campaign, Campaña de Limpieza de Machu-Picchu, with
the Machu Picchu Sanctuary Authority. The program systematically removes
trash that constantly threatens the site - including PET bottles discarded by
tourists, which are then recycled. The effort has collected more than 20 tons of
garbage and has been highly praised by local authorities. More than 120
students have taken part.
COCA COLA IN ASIA
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MARY E. MINNICK Executive Vice President, President and Chief Operating
Officer Coca-Cola Asia
A 20 year veteran of the Company, Coca-Cola Asia president and
chief operating officer Mary Minnick oversees operations in 38 countries
throughout Asia, from the critically important Japan market, and developinggiants India and China, to tiny Pacific nations in a Group that accounts for 33
percent of The Coca-Cola Company's operating income, refreshes over half the
world's population and provides total system employment to over 100,000
people. For the second year, Fortune magazine voted Mary the twelfth most
powerful woman in the business world. From a career that started in sales with
Coca-Cola USA, Mary gained experience in sales, marketing and new products
and rose rapidly through management ranks. She spent eight years outside the
US, the past seven living and working in Asia, including assignments as
president of Coca-Cola Japan and before that president of the South Pacific
division, based in Australia. Mary was appointed to her current role in 2001 and,
while based in Atlanta, spends the majority of her time in Asia. As an executive
vice president, Mary is also a key player in developing strategy for The
Company. Mary holds a Masters in Business Administration from Duke
University. She is also a member of the Dean's Council of the John F. Kennedy
School of Government, Harvard University, and the Board of Visitors of the
Fuqua School of Business.
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The serving tray the art work of
popular magazine illustrator Hamilton
king in 1913.
The famous “Sprite Boy” was
created by noted artist Haddon
Sundblom and was used for the
first time in 1942 advertising to
introduce the name “ Coke”.
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THE BOTTLING SYSTEM
The day Coca Cola reach consumers and customer around the world through
a vast distribution network made up of local bottling companies. These
bottlers are located around the world, and most are independent business.
Using concentrates and beverages bases produced by the Coca Cola
company, our bottling partners package and market products, the distribute
them to more than & million customer and more than 2 million vending
machines around the world.
The Coca Cola company is committed to assisting its bottlers with the
function of an efficient bottling operation. Quality contract, ministered
constantly by the company is necessary to produce high quality soft drinks.
TRADE MARKS
Our trademarks are our most valuable assets. The trademark “Coca-Cola”
was registered with the U.S. patent and trademark office in 1893, followed
by “Coke” in 1945 the unique contour bottle, familiar to consumers every
when, way granted registration is a trademark by the U.S. patent and
trademark office in 1977, in honor a warded to few other packages. In
1982, the Coca Cola company introduced diet Coke is U.S. consumer
marking the first extension of me company’s most precious trademark to
another product later years saw the introduction DP additional products
bearing the Coca Cola name which now emcom passes a powerful line of
six Coal products.
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Today, the world’s favorite soft drink Coca Cola the world best known and
most admired trademark; recognized by more than 90 percent of the world
population.
PRODUCT ADVANCEMENT
In 1985, a new Cola emerged from laboratory research. Through internal
evaluation and thousand by blind taste tests, consumer said they preferred it
over both Coca Cola and its primary competition. As a result. In April 1985,
the company proudly introduced the new taster of coke the first change in
the secrete formula since my product way created in 1886.
The launch of Coke with the new taste took place in the United State and
Canada.
Consumer respected with an unprecedented and new famous out pouring of
loyalty and offering for me original formula of Coca-cola returned & Coca-
Cola classic. In 1986, Coca-Cola classic became and still remains, the
nations top-selling soft drink.
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MISSION OF THE COCA-COLA COMPANY
The mission of the Coca-Cola Company is to increase share-owner value
over time. The company accomplished the mission by working with its
business partners to deliver satisfaction and value to customers and
consumers through a worldwide system of superior brands and services, thus
increasing brand equity on a global basis.
GUIDING PRINCIPLES OF COCA-COLA INDIA
1. We will conduct ourselves and our business activities with the highest
standards of honesty integrity and professionalism.
2. We will recognize the positive contributions that we make as
individuals and team members to produce our business success.
3. We will encourage a learning environment where people canconstantly grow, develop and contribute.
4. We will strive for excellence and seek continuous improvement in
everything we do.
5. We will respect all stakeholders, including employees, partners and
suppliers and instill them with a passion to deliver the highest quality
goods and service.
6. We will foster initiative and creativity by empowering individual to
7. attain well-defined objectives.
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VISION OF COCA-COLA INDIA
Provide exceptional strategic leadership in the Coca-Cola India System-
resulting in consumer and customer preference and loyalty, through Coca-
Cola’s commitment to them, and in a highly profitable Coca-Cola
Corporation branded beverages system.
MISSION OF COCA-COLA INDIA
Create consumer products, services and communication customer service
and bottling system strategies, processes and tools in order to create
competitive advantage and deliver superiors value to:
• Consumer as a superior beverage experience.
• Consumers as an opportunity to grow profit through the use of
finished drinks.• Bottlers as an opportunity to grow profits and volume.
• TCCC as trademark enhancement and positive economic value-added.
• Suppliers as an opportunity to make reasonable profits when creating
real value-added in an environment of system wide teamwork, flexible
business system and continuous improvement.
• CCI Associates as superior career opportunity.
• Indian society in the form of a contribution to economic and socio
development.
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FABOULAS FACTS ABOUT COCA-COLA
The world has changed in many ways since pharmacist, John Styth
Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta,
Georgia. However, the pure and simple magic of one thing remains the same
Coca-Cola the name and the product mean so many good things to hundred
of millions of consumers around the globe. Coca-Cola products are served
more than 7 05 million times long way to come after such a modest
beginning..
May 1986
Pemberton concocted a caramel-colored syrup in a three-legged brass kettle
in his backyard. He first “distribute” the new product by carrying Coca-Cola
in jug down the street to Jacobas Pharmacy. For five cents, consumers could
enjoy a glass of Coca-Cola at the soda fountain. Whether by design or
accident, carbonated water was teamed with the new syrup, producing a
drink that was proclaimed “Delicious and Refreshing”. Dr. Pemberton’s
partner and bookkeeper, Frank M. Robinson, suggested the name and
penned, in the unique flowing script that is famous worldwide today.
1885
Sales of Coca-Cola averaged nine drinks per day. That first year, Dr.
Pemberton sold 25 gallons of syrup, shipped in bright red wooden kegs. Red
has been a distinctive color associated with the No. 1 soft drink brand ever
since. For this efforts, Dr. Pemberton grossed #59 and spent $73.96 on
advertising.
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1891
Atlanta entrepreneur Asa G. Candler had acquired complete ownership of
the Coca-Cola business. Within four years, Candler’s merchandising flair
helped consumption of Coca-Cola to every state and territory.
1893
In January “Coca-Cola” was registered in the U.S. Patent office.
1894 The first syrup plant outside of Atlanta was opened in Dallas.
1906
The first two countries outside the United States to bottle Coca-Cola were
cuba and Panama.
1915
The Root Glass company created the Coca-Cola contour glass bottle.
1917
3 Milloin Coke’s sold per day. “Coca-Cola” is the worlds most recognized
trademark.
1919
The Coca-Cola company was sold to a group of investors for $25 million.
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1923
Robert W. Woodruff became president of the Coca-Cola Company. His
more than six decades of leadership took the business to unrivaled heights of
commercial success, making Coca-Cola an institution the world over.
1925
6 Million Coke’s sold per day.
1927
The first Coca-Cola radio advertisement.
1928
Sales of bottled Coca-Cola surpassed fountain sales for the first time.
1929
Advertising slogan
1940
Coke is bottled in over 40 countries.
1956
Advertising slogan –“ Coca-Cola, making good things taste better”.
1961
Sprite was introduced.
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1970
Advertising slogan –“It’s the Real Thing”.
1971
The song “I’d like to Buy the World a Coke” was released.
1979
Advertising slogan –“Have a Coke and a Smile”.
1982
Diet Coke was introduced in July.
1988Coca-Cola was the first independent operator in the Soviet Uuion.
1989
Advertising slogan-“Can’t Beat the Feeling”.
1993
Coca-Cola exceeds 10 billion bases sold worldwide.
1993
Advertising slogan-“Always Coca-Cola”.
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1907
In Hawaii.
1912
IN the Philippines.
1920
In France.
1927
In Belgium, Bermuda, Colombia, Honduras, Italy, Mexica, Haiti and Burma.
1928In Antigua, China, Guatemala, Holland, Spain, Venezuela, and the
Dominican Republic.
1929
In Germany and Spanish Morocco.
1938
Australia, Austria, Gutana, Surinam, Jamaica, Curacao, Luzemboug,
Norway, Scotland, South Africa, the Virgin Islands, and Trinidad.
1940
In Ecuador, and EI Salvador.
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1942
In Nicaragua, Argentina, Brazil, Costa Rica, Iceland, and Uruguay.
1945
In Egypt. And Martinique
1946
In Barbados, Japan, and Okinawa
1947
In Morocco and Tangier
1948In Liberia, Rhodesi, and Guadeloupe.
More fund facts and trivia.
• Mexico and Iceland have the highest per capita consumption of Coca-
Cola
• Coca-Cola translated to Chinese means, “To make mouth happy”.
• Every second over 7,000 Coca-Cola products are consumed.
• If all the Coca-Cola every produced were in 61/2 oz. Bottles and
paled end to end they would wrap around the earth more than 11,863
times.
• The tallest Coca-Cola bottling plants are in Hong Kong. The plant in
Quarry Bay is 17 floors, and the plant in Shatin is 25 floors.
• The bottling plant at the highest elevation in the world is located in
Bolivai, at 12,000 feet.
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• The world’s longest Coca-Cola truck is in Sweden. It is 7 0 feet long
with a four-azle trailer.
• The best selling non-carbonated soft drink in Japan is a product of the
Coca-Cola Company named “Georgia”, a coffee flavored beverage.
• Coca-Cola first crossed the Atlantic on borad the Graf Zeppelin, the
Geman dirigible.
• The Varsity Restaurant in Atlanta, Georgia, bas earned the distinction
of serving the highest volume of Coca-Cola anywhere. It dispenses
nearly 3 million servings of Coca-Cola annually.
• If all the Coca-Cola vending machines in the U.S. were stacked one
on top of each other, the pile would be over 450 miles high
What in a Coke”
• Carbonated Water
• High Fructose Corn Syrup
• Caramel Color
• Phosphoric Acid
• Natural Flavors
•
Caffeine
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SLOGANS FORM THE 1900’S
• 1904- Delicious and Refreshing
• 1905- Wherever you go…. You will find Coca-Cola
• 1905- Coca-Cola Revives and Sustains
• 1906- The drink of quality. The Great National Temperance
• 1907-Coca-Cola is full of vim, vigor and go
• 1908- Get the genuine
• 1909- Whenever our see an arrow, think of Coca-Cola
• 1911- Enjoy a glass of liquid laughter
• 1917- Three Million a Day.
SLOGANS FROM THE 1920’S
• 1920- Drink Coca-Cola with soda, the hit that saves the day
• 1922- Thirst knows no season
• 1923- Refresh yourself, There’s nothing like it when you’re thirsty.
• 1924- Pause and refresh yourself
•
1925- Six Million a Day• 1926- Stop at the red sign
• 1927- Around the corner anywhere, at the little red sign
• 1928- A pure drink of natural flavors
• 1929- The pause that refreshes
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SLOGANS FROM THE 1930’S
• 1930- Meet me at the soda fountain
• 1932- The drink that makes the pause refreshing
• 1933- Don’t’ wear a tired, thirsty face
• 1934- When it’s hard to get started, start with a Coca-Cola
• 1935- All trails lead to ice-cold Coca-Cola
• 1936- Get the feel of wholesome refreshment
• 1937- Stop for a pause … go refreshed
• 1938- Anytime is the right time to pause and refresh, Pure as sunlight
• 1939- Thirst stops here. Makes travel more pleasant
SLOGANS FORM THE 1940’S
• 1940- The packages that gets a welcome at hoem
• 1941- A stop that belongs on your daily timetable
• 1942- the only thing like Coca-Cola is Coca-Cola itself
• 1943- A taste all its own
• 1944- Coke means Coca-Cola
• 1947- Relax with the pause that refreshes
• 1948- Where there’s Coca-Cola there’s Hospitality
• 1949- Along the highway to anywhere
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SLOGANS FROM THE 1950’S
• 1950- Help yourself to refreshment
• 1951- Good of food and Coca-Cola just naturally go together
• 1952- Coke follows thirst everywhere
• 1953- Dependable as sunrise
• 1954- For people on the go
• 1955- Americas preferred taste
• 1956- Feel the difference, Makes good things taste better
• 1957- Sign of good taste
• 1958- Refreshment the whole world prefers
• 1959- Make it a real meal
SLOGANS FROM THE 1960’S
• 1960- Relax with a Coke, Revive with a Coke
• 1961- Coke and food
• 1962- Enjoy that refreshing new feeling
• 1963- Things go better with Coke
• 1964- You’ll go better refreshed
• 1965- Something more than a soft drink
• 1966- Coke… after Coke… after Coke
SLOGANS FROM THE 1970’S
• 1970- It’s the real thing
• 1971- I’d like to buy the world a Coke
• 1972- Coke… goes with the good times
• 1975- Look up America, see what we’ve got
• 1976- Coke adds life
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SLOGANS FROM THE 1980’S
• 1980- Have a Coke and a smile
• 1982- Coke is it
• 1985- We’ve got a taste for you. Amercia’s real choice Coca-Cola
Classic!
• 1986- Catch the Wave, Red, White and you!
• 1988- Cant’ beat the feeling
• 1989- Can’t beat the real thing
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GOING GLOBAL: COCA-COLA DOMINATES
COCA-COLA is certainly no stranger to global marketing. Long the world’s
leading soft drink marker, the company now sells its brands in more than
200 countries. In fact, in recent years, as its domestic markets have lost their
fizz. Coca-Cola has revved up every aspect of its global marketing. Theresult; near world dominance of the soft drink market. The great “global
Cola wars” between Coca-Cola and rival Pepsi have become decidedly one-
sided. In the 1990s, while Pepsi’s sales volume rose just 2 percent, Coke
Classic consumption increased by more than 30 percent.
Since the early 1980s, soft drink consumption has grown at a rate of 3
percent annually both domestically and internationally; during that same
period, Coke’s volume has grown 5 percent and 7 percent, respectively.
Coca-Cola international prowess has played a major role in its dominance.
In fact, Coca-Cola earns over 70 percent of its profits aboard. Whereas in the
United States Coca-Cola captures a 44 percent market share versus Pepsi’s
31 percent, it outsells Pepsi 3 to 1 overseas and boasts 4 of the world’s 5
leading soft drink brands: Coca-Cola, diet Coke, Sprite, and Fanta. Coca-
Cola has handed Pepsi a number of crushing international setbacks. As a
result, Pepsi has recently experience flat or declining international soda
sales. During the same period, Coca-Cola has reported strong growth in
Latin America and grew a stunning 20 percent in China, 17 percent in India,
and 16 percent in the Philippines. Pepsi is new retrenching its efforts aboard
by focusing on emerging markets-China, India, and Indonesia-where Coke isgrowing but does not yet dominate. Together, these three emerging markets
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boast 2.4 billion people, nearly half the world’s total population. With their
young populations, exploding incomes, and underdeveloped soft drink
demand, they represent prime potential for Coca-Cola and Pepsi. For
example, China’s 1.2 billion consumers-drink an average of only 5 servings
of soda per year, compared with 343 in the united states, crating heady
opportunity for growth. Indonesia, with 200 million people, nearly all of
whom are Muslims for-bidden to consume alcohol, is what one top Coca-Cola executive calls a “soft drink paradise”.
But even in these emerging markets, Pepsi will find the going rough in the
face of Coca-Cola’s international marketing savvy and heavy investment.
For instance, by the turn of the century, Coca-Cola will have spent almost $2
billion building state-of-the-art Asian bottling plants and distribution
systems. And Coca-Cola possesses proven marketing prowess. It carefully
tailors its ads and other marketing efforts for each local market. For
example, its Chinese New Year television ad featured a dragon in a holiday
parade, adorned form head to tail with red Coke cans. The spot concluded,
“for many centuries, the color red has been the color for good luck and
prosperity. Who are we to argue with ancient wisdom? In India, Coca-Cola
aggressively cultivates a local image. It claimed official sponsorship for
World Cup Cricket, a favorite national sport, and used Indian cricket fans
rather than actors to promote Coke products. Coca-Cola markets effectively
to both retailers and imbibers. Observes one Coke watcher, “the company
hosts massive gatherings of up to 15,000 retailers to showcase everything
from the latest coolers and refrigerators, which Coke has for loan, to
advertising displays. And its salespeople go house-to-house in their quest for
new customers. In new Delhi alone, workers handed out more than 100,000
free bottles of Coke and Fanta last year.
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Nothing better illustrates Coca-Cola’s surging global power than the
explosive growth of Sprite. Sprite’s advertising uniformly targets the
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