History 12.57

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MARKETING STRATEGY OF COCA COLA JARO EDUCATION

MARKETING STRATEGY OF COCA COLA

SUBMITTED IN FULFILMENT OF THE REQUIREMENTS FOR THE AWARDOF

THE INTERNATIONAL MBA IN MARKETING

BY

KRUNAL SHAH

UNDER THE GUIDANCE OF

MR MAHESH SHETTY

JARO EDUCATION MUMBAI JANUARY 2013

1

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DECLARATION

I Mr KRUNAL SHAH hereby declare ha h!" #r$%ec re#$r !led & MARKETING

STRATEGY OF COCA COLA' "(b)!ed !* #ar!al +(l+!ll)e* $+ he re,(!re)e* +$r he

&I*er*a!$*al $r e-ec(!.e MBA !* MARKETING' !" )y $r!/!*al 0$r1 a*d ! ha" *$ +$r)ed

he ba"!" +$r he a0ard $+ a*y $her de/ree2

Kr(*al Shah

3lace4 M()ba!

Dae4 567887958:

2

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ACKNOWLEDMENT

I +eel +$r(*ae $ /e he "(##$r $+ *()er$(" "$(rce" a*d #e$#le !*

)a1!*/ h!" #r$%ec a "(cce""

I a1e h!" /$lde* $##$r(*!y $ e-#re"" )y #r$+$(*d /ra!(de a*dha*1 Mr Mahe"h "hey $+ c$ca c$la C$)#a*y +$r h!" .al(able/(!da*ce by /!.!*/ )e he 1*$0led/e +$r ra*"+$r)!*/ )y !dea" !*$real!y

Kr(*al "hah

3

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INDEX

Sr2N$2

3ARTICULARS 3a/e*$

58 HISTORY ;

59 FINANCIAL HISTORY 8<

5: COM3ANY STATISTICS 86

5< STARTEGIC 3LANNING 95

56 MA=OR COM3ETITION 98

5> STRATEGIES OF GETTING GOODS 9?

5@ 3RICE STRATEGY :9

5; 3ROMOTION ACTIITIES :@

5? CONCLUSION <>

4

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TABLE OF CONTENTS

CONTENTS

82 Ac1*$0led/e)e*292 M!""!$* "ae)e*:2 I*r$d(c!$*2<2 C$ca C$la2

a2 C$ca C$la I*er*a!$*al2b2 H!"$ry2

62 Ma*a/e)e*2>2 Mar1e "hare2

@2 F!*a*c!al re#$r2;2 D!.!de*d" a*d Ca"h 3la*2?2 3r$d(c"2852Srae/!c #la**!*/2882B$ler" $0*ed by C$ca c$la892C$ca C$la 3a1!"a*28:2Ma%$r C$)#e!$r"

a2 3e#"!b2 H!"$ry2c2 F!*a*c!al a""e"2

• Mar1e "hare2

• F!*a*c!al re#$r2• 3r$d(c"2

• Meh$d$l$/y8<2S$)e ba"!c !*+$r)a!$* re/ard!*/ )ar1e!*/ $+ c$1e

a2 Tar/e )ar1e4b2 Ma%$r "e/)e*"4c2 Fac$r" e++ec!*/ "ale"4d2 Ma%$r c$)#e!$r"4e2 Srae/!e" $+ ,(al!y4+2 Threa" +r$) c$)#e!$r"4/2 Tar/e" ha 0$(ld l!1e $ aa!*4

h2 E-#a*d!*/ ar/e )ar1e!2 Threa" a*d $##$r(*!!e" +$r #r!ce4

%2 Srae/!e" $+ /e!*/ /$al" !2e2 &h!/h #r$+!"'412 Mar1e!*/ "rae/y4l2 E-#eca!$*" +$r he c$)!*/ year4)2 H$0 c$1e deer)!*e he yearly b(d/e4

862Mar1e!*/ "rae/!e"8>23e" a*aly"!"

5

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2The Missio S!"!e#e! o$ !he Co%" Co&" Co#'"(

O(r )!""!$* "ae)e* !" $ )a-!)!e "hare$0*er .al(e $.er !)e2

I* $rder $ ach!e.e h!" )!""!$* 0e )(" creae .al(e +$r all he c$*"ra!*" 0e "er.e!*cl(d!*/ $(r c$*"()er" $(r c("$)er" $(r b$ler" a*d $(r c$))(*!!e"2 The C$ca C$laC$)#a*y creae" .al(e by e-ec(!*/ c$)#rehe*"!.e b("!*e"" "rae/y /(!ded by "!- 1eybel!e+"4

82 C$*"()er de)a*d dr!.e" e.eryh!*/ 0e d$292 Bra*d C$ca C$la !" he c$re $+ $(r b("!*e"":2 We 0!ll "er.e c$*"()er" a br$ad "elec!$* $+ he *$*alc$h$l!c ready$dr!*1

be.era/e" hey 0a* $ dr!*1 hr$(/h $( he day2<2 We 0!ll be he be" )ar1eer" !* he 0$rld262 We 0!ll h!*1 a*d ac l$cally2>2 We 0!ll lead a" a )$del c$r#$rae c!!e*2

The (l!)ae $b%ec!.e" $+ $(r b("!*e"" "rae/y are $ !*crea"e .$l()e e-#a*d $(r"hare $+ 0$rld0!de *$*alc$h$l!c ready $ dr!*1 be.era/e" "ale" )a-!)!e $(r l$*/er) ca"h +l$0" a*d creae ec$*$)!c .al(e added by !)#r$.!*/ ec$*$)!c #r$+!2

The C$ca C$la "y"e) ha" )$re ha* 8> )!ll!$* c("$)er" ar$(*d he 0$rld ha "ell" $r"er.e" $(r #r$d(c" d!recly $ c$*"()er"2 We 1ee*ly +$c(" $* e*ha*c!*/ .al(e +$r he"ec("$)er" a*d hel#!*/ he) /r$0 he!r be.era/e b("!*e""e"2 We "r!.e $ (*der"a*deach c("$)er" b("!*e"" a*d *eed" 0heher ha c("$)er !" a "$#h!"!caed rea!ler !* ade.el$#ed )ar1e a 1!$"1 $0*er !* a* e)er/!*/ )ar1e2

There are *early > )!ll!$* #e$#le !* he 0$rld 0h$ are #$e*!al c$*"()er" $+ $(rc$)#a*y" #r$d(c2 Ul!)aely $(r "(cce"" !* ach!e.!*/ $(r )!""!$* de#e*d" $* $(r ab!l!y$ "a!"+y )$re $+ he!r be.era/e c$*"()#!$* de)a*d" a*d $(r ab!l!y $ add .al(e +$rc("$)er"2 We ach!e.e h!" 0he* 0e #lace he r!/h #r$d(c" !* he r!/h )ar1e" a her!/h !)e2

6

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COCA COLA INTERNATIONAL

HISTORY4HISTORY4

C$caC$la E*er#r !"e" e"abl!"hed !* 8?;> !" a y$(*/ c$)#a*y by he

"a*dard" $+ he C$caC$la "y"e)2 Ye each $+ ! " +ra*ch!"e" ha" a "r$*/

her!a/e !* he rad!!$*" $+ C$caC$la ha !" he +$(*da!$* +$r h!" C$)#a*y2

The C$caC$la C$)#a*y race" ! " be/!**!*/ $ 8;;> 0he* a* Ala*a

#har)ac!" Dr2 =$h* 3e)ber$* be/a* $ #r$d(ce C$caC$la "yr(# +$r "ale !*

+$(*a!* dr!*1"2 H$0e.er he b$ l !*/ b("!*e"" be/a* !* 8;?? 0he* 0$

Chaa*$$/a b("!*e"")e* Be*%a)!* F2 Th$)a" a*d =$"e#h B2 Wh!ehead

"ec(red he e-cl("!.e r!/h" $ b$le a*d "ell C$caC$la +$r )$" $+ he U*!ed

Sae" +r$) The C$caC$la C$)#a*y2

The C$caC$la b$ l!*/ "y"e) c$* !*(ed $ $#erae a" !*de#e*de* l$cal

b("!*e""e" (*!l he early 8?;5" 0he* b$l!*/ +ra*ch!"e" be/a* $ c$*"$l!dae2

I* 8?;> The C$caC$la C$)#a*y )er/ed "$)e $+ ! " c$)#a*y$0*ed

$#era !$*" 0!h 0$ lar/e $0*er"h!# /r$(#" ha 0ere +$r "ale he =$h* T2

L(#$* +ra*ch!"e" a*d BCI H$ld!*/ C$r#$ra !$*" b$ l!*/ h$ld!*/" $ +$r)

C$caC$la E*er#r!"e" I*c2 The C$)#a*y $++ered ! " "$c1 $ he #(bl !c $*

N$.e)ber 98 8?;> a a "#l!ad%("ed #r!ce $+ 6265 a "hare2 O* a* a**(al

ba"!" $al (*! ca"e "ale" 0ere ;;5555 !* 8?;>2

I* Dece)ber 8??8 a )er/er be0ee* C$caC$la E*er#r!"e" a*d he =$h*"$*

C$caC$la B$l!*/ Gr$(# I*c2 =$h*"$*J creaed a lar/er "r$*/er C$)#a*y

a/a!* hel#!*/ accelerae b$ler c$*"$l!da!$*2 A" #ar $ + he )er/er he "e*!$r

)a*a/e)e* ea) $+ =$h*"$* a""()ed re"#$*"!b!l !y +$r )a*a/!*/ he

C$)#a*y a*d be/a* a dra)a!c "(cce""+(l re"r(c(r!*/ !* 8??92U*! ca"e

"ale" had cl!)bed $ 82< b!ll!$* a*d $al re.e*(e" 0ere 6 b!ll!$*

MANAGEMENT4MANAGEMENT47

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The h!erarchy $+ C$ca C$la C$)#a*y !" a" +$ll$0"2

MARKET SHAREMARKET SHARE)

Be!*/ he b!//e" c$)#a*y !* he "$+ dr!*1 !*d("ry C$ca C$la e*%$y" he lar/e" )ar1e"hare2 Th!" c$)#a*y c$*r$l" ab$( 6? $+ he 0$rld )ar1e2

GLOBAL MARKET SHARE4GLOBAL MARKET SHARE4

The +$ll$0!*/ able ca* "h$0 he 0$rld0!de $#era!*/ "e/)e*"2

TableJ

Ui! %"se *+o,!h No-"&%oho&i%

.+i/

A&& %o##e+%i"&Bee+"*es

85 yearc$)#$(*d a**(al/r$0h

6year c$)#$(*da**(al /r$0h

9558 a**(al/r$0h

9559 9559

C$)#a*y

I*d("ry C$)#a*y

I*d("ry C$)#a*y

I*d("ry C$)#a*y"hare

C$)#a*y "hare

C$)#a*y #erca#!a

I*c$)e

> 6 6 6 < < 8; ? @5

Chairma

!"ar# "$ %"&'r"r(

)i*' Chairma a# *hi'$ "+'ra,i% "$$i*'r

E-'*.,i&' )i*' /r'(i#',(

S'i"r )i*' /r'(i#',(

)i*' /r'(i#',(

0

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Th!" "h$0" ha he )ar1e $+ he c$)#a*y !" /e$/ra#h!cally .a" a*d ! !" c$*r$ll!*/ ! 0!h/rea "(cce""2 I* 9559 he c$)#a*y /re0 he!r carb$*aed "$+dr!*1 b("!*e"" by *early965 )!ll!$* (*! ca"e" a*d /e*eraed rec$rd .$l()e"2 Beca("e carb$*aed "$+ dr!*1" arehe lar/e" /r$0h "e/)e* 0!h!* he *$*alc$h$l!c ready$dr!*1 be.era/e cae/$ry)ea"(red by .$l()e ha !" 0hy hey are +$c("!*/ )$re $* h!" a*d hey are c$*!*(ally!*crea"!*/ he #ace beca("e hey 1*$0 ha accelera!*/ h!" #ace !" cr(c!al $ he!r +((re

"(cce""2 Th(" hey are !*crea"!*/ he!r )ar1e day by day2 The $#era!$* !*c$)e ear*edby C$ca C$la C$)#a*y ca* be !ll("raed by he +$ll$0!*/ #!e char2

F!/(reJ

Th!" "rae/y ha" 0$r1ed a l$ a*d ! ha" hel#ed he) $ bec$)e he W$rld" lead!*/ S$+Dr!*1 C$)#a*y2 The /l$bal (*! "ale $+ he C$ca C$la C$)#a*y !" !*crea"!*/ +r$) he la"e* year"2 The daa $+ he /l$bal (*! "ale $+ he C$ca C$la C$)#a*y ca* be re#re"e*edby +$ll$0!*/ char2

F!/(reJ

0

2

3

10

12

1451 1431 1441 2002

6i! s"&e i 7i&&ios

S$ here !" #$"!!.e /r$0h !* he )ar1e $+ he C$ca C$la C$)#a*y2 There !" a 0$rld0!de.$l()e !*crea"e by < 0!h "r$*/ !*er*a!$*al /r$0h $+ 62 Th!" !" $*ly d(e $ he!**$.a!.e )ar1e!*/ #r$/ra))er" 0h!ch ha" dee#e*ed he rela!$*"h!# $+ he c("$)er"a*d C$ca C$la2 The +!*a*c!al healh a*d "(cce"" $+ he!r b$l!*/ #ar*er" !" a cr!!calc$)#$*e* $+ The C$caC$la C$)#a*y" ab!l!y $ b(!ld a*d del!.er lead!*/ bra*d"2

8/14/2019 History 12.57



I* 9559 he c$)#a*y had 0$r1ed 0!h he!r b$ler" $ (r* /$$d !*e*!$*" !*$ real!y by!)#r$.!*/ he "y"e) ec$*$)!c"2 The re"(l" !* 9559 re+lec h!" "ead!ly !)#r$.!*/ a*d)((ally c$*"r(c!.e rela!$*"h!# be0ee* he C$)#a*y a*d he!r b$l!*/ #ar*er"2 The)a!* rea"$* beh!*d h!" rela!$*"h!# !" $ c$*!*(e real!!*/ "hared $##$r(*!!e" +$r/r$0h 0!h cl$"er c$$rd!*a!$* $+ $#era!$*" !*cl(d!*/ c("$)er rela!$*"h!#" l$/!"!c"

a*d #r$d(c!$*2

MARKET SHARE BY AREA4MARKET SHARE BY AREA4

C$ca C$la !" he 0$rldre*$0*ed "$+ dr!*1 a*d he c$)#a*y !" c(rre*ly $#era!*/ hr$(/h$( he 0$rld2 The 0$rld 0!de $al !" ab$( 8@2; b!ll!$*2The $#era!$* re.!e0 acc$rd!*/ $ he "e/)e*" !" a" +$ll$0"2

O'e+"!io Reie,

9559 0$rld0!de (*! ca"e .$l()e by $#era!*/ "e/)e*J

NORTH AMERICA

LATIN AMERICA

EURO3E MIDDLE EAST

ASIA AFRICA

:5 96 99 8@ >

NORTH AMERICA

LATIN AMERICA

EURO8E 9 MIDDLE

EAST

ASIA

A:RICA

S$ he .$l()e !" lea" !* he A+r!ca a*d )$" !* he N$rh A)er!ca2 The daa ab$( he)ar1e "hare $+ h!" c$)#a*y area 0!"e !" /!.e* !* he +$ll$0!*/ able2

The ab$.e able "h$0" he /e$/ra#h!cal ear*!*/ $+ he C$ca C$la C$)#a*y a*d +r$) h!"daa 0e ca* +!*d $( ha he c("$)er" $+ C$ca C$la are !*crea"!*/ 0h!ch !" "h$0* by hec$)#a*y" #er ca#!a !*c$)e2 U*! ca"e e,(al" 9< e!/h$(*ce "er.!*/"2 The c$l()*0h!ch "h$0" he *$*alc$h$l!c be.era/e" c$*"!" $+ c$))erc!ally "$ld be.era/e" a"e"!)aed by he C$)#a*y ba"ed $* a.a!lable !*d("ry "$(rce"2 The c$(*ry c$l()* !"der!.ed +r$)

1

8/14/2019 History 12.57



The C$)#a*y" (*! ca"e .$l()e 0h!le he !*d("ry c$l()* !*cl(de" *$*alc$h$l!c ready$dr!*1 be.era/e" $*ly a" e"!)aed by he C$)#a*y ba"ed $* a.a!lable !*d("ry "$(rce"2

TableJ

C$(*ry U*! ca"e /r$0h N$*alc$h$l!

cDr!*1"

All c$))erc!alBe.era/e"

85 yearc$)#$(*d a**(al/r$0h

6year c$)#$(*da**(al /r$0h

9559 a**(al/r$0h

9559 9559

C$)#a*y

I*d("ry C$)#a*y

I*d("ry C$)#a*y

I*d("ry C$)#a*y "hare

C$)#a*y "hare

C$)#a#er ca#

I*c$)No+!h

A#e+i%"4 5 3 3 2 2 22 15 398

Ui!e.S!"!es

4 5 3 3 2 2 23 16 419

L"!iA#e+i%"

6 7 6 6 3 4 24 15 205

A+*e!i"

7 4 6 2 7 2 20 10 236

B+";i& 5 5 3 6 3 5 23 13 144Chi&e 9 6 5 3 (2) 3 56 23 336

Me<i%o 7 10 8 9 2 5 22 18 462E6+o'e

9 Mi..&eE"s!

6 3 5 3 2 4 12 6 72

E6+"si" 17 8 6 5 (14) 1 14 5 39:+"%e 8 3 9 3 7 3 9 5 110Ge+#"

(1 2 (1) 1 (6) 1 14 7 193

G+e"!B+i!"i

8 2 11 2 8 3 17 6 193

I!"&( 1 3 4 3 2 2 9 6 104Mi..&eE"s!

12 12 7 5 4 8 8 3 17

S'"i 6 4 8 5 4 4 17 12 264Asi" 7 6 6 7 10 7 14 5 23

A$+i%" 7 6 8 3 10 6 34 11 34

I* A"!a* #$#(la!$* 0h!ch !" he "a!"+!ed c("$)er $+ C$ca C$la !" a##r$-!)aely :29b!ll!$* a*d he a.era/e c$*"()er e*%$y" cl$"e $ 0$ "er.!*/" $+ $(r #r$d(c" each )$*h2

11

8/14/2019 History 12.57



Thr$(/h a* !*e*"e +$c(" $* C$caC$la !**$.a!$* a*d *e0 be.era/e" he c$)#a*y ha"ach!e.ed .$l()e /r$0h $+ 85 #erce* !* 95592 W!h de.el$#!*/ ec$*$)!e" a*d

#$#(la!$*" h!" re/!$* ha" "r$*/ l$*/er) #$e*!al a*d he c$)#a*y !" b(!ld!*/ a*e-c!!*/ +a)!ly $+ be.era/e bra*d" !* add!!$* $ e-#a*d!*/ he #$#(lar!y $+ $(r c$rebra*d" led by C$caC$la2 I* Ch!*a +$r e-a)#le "ale" $+ C$caC$la !*crea"ed > #erce*2

The $al (*! ca"e "ale $+ C$ca C$la !* A"!a ca* be "h$0* by he +$ll$0!*/ #!e char2

F!/(reJ

S$ he c$)#a*y !" e)#ha"!!*/ )$re !* h!" area a*d !" ry!*/ $ de.el$# a "rae/y 0h!chca* !*crea"e he /r$0h $+ he c$*"()#!$* $+ C$ca C$la by he #e$#le $+ A"!a2 A)$*/ hec$(*r!e" $+ A"!a =a#a* ha" he h!/he" #erce*a/e 0h!ch !" ab$( 9?2 A)$*/ $her"3a1!"a* I*d!a a*d Ba*/lade"h are h$"e c$(*r!e" 0here he a.era/e c$*"()#!$* !"!*crea"!*/ day by day2

12

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FINANCIAL RE3ORT4FINANCIAL RE3ORT4

Th!" c$)#a*y !" +!*a*c!ally .ery "r$*/2 I !" d(e $ he "r$*/ +!*a*ce" he c$)#a*y !" "!ll"(r.!.!*/ he (#" a*d d$0* $+ he b("!*e"" 0$rld2 The +!*a*c!al re#$r $+ C$ca C$laC$)#a*y $+ he year 9558 a*d 9555 al$*/ 0!h he #erce*a/e cha*/e !" a" +$ll$0"2

TableJ

Ye"+ E.e. De%e#7e+ 31=>I #i&&ios e<%e'! 'e+ sh"+e ."!"= +"!ios ". *+o,!h +"!es?

2002 2001 8e+%e!"*e%h"*e

Ne $#era!*/ re.e*(e" 20,092 19,889 1%O#era!*/ !*c$)e 5,352 3,691 45%

Ne !*c$)e 3,969 2,177 82%Ne !*c$)e #er "hare basic J 1.60 1 0.88 2 82%Ne !*c$)e #er "hare diluted J 1.60 1 0.88 2 82%Ne ca"h #r$.!ded by $#era!*/ ac!.!!e" 4,110 3,585 15%B("!*e"" re!*.e")e* (963) (779) 24%D!.!de*d" #a!d (1,791) (1,685) 6%Share re#(rcha"e ac!.!y (277) (133) 108%Free ca"h +l$0 3,147 2,806 12%Re(r* $* ca#!al 26.6% 16.2% - Re(r* $* c$))$* e,(!y 38.5% 23.1% - U*! ca"e "ale" !* b!ll!$*"J I*er*a!$*al $#era!$*" 12.5 11.9 5% N$rh A)er!ca $#era!$*" 5.3 5.2 2% W$rld0!de 17.8 17.1 4%

9559 ba"!c a*d d!l(ed *e !*c$)e #er "hare !*cl(de" a *$*ca"h /a!* $+ 259 #er "harea+er a-e" 0h!ch 0a" rec$/*!ed $* he !""(a*ce $+ "$c1 by C$caC$la E*er#r!"e" I*c2$*e $+ he e,(!y !*.e"$r" $+ h!" c$)#a*y2

9559 ba"!c a*d d!l(ed *e !*c$)e #er "hare !*cl(de" he +$ll$0!*/ char/e"4•

29< #er "hare a+er !*c$)e a-e" relaed $ a* $r/a*!a!$*al Real!/*)e*2• 28? #er "hare a+er !*c$)e a-e" relaed $ he C$)#a*y" #$r!$* $+ char/e"

rec$rded by he !*.e"$r" $+ he c$)#a*y2

• 28> #er "hare a+er !*c$)e a-e" relaed $ he !)#a!r)e* $+ cera!* b$l!*/)a*(+ac(r!*/ a*d !*a*/!ble a""e"2

• 256 #er "hare a+er !*c$)e a-e" relaed $ he "ele)e* er)" $+ a d!"cr!)!*a!$*la0"(!2

• 258 #er "hare a+er !*c$)e a-e" relaed $ !*cre)e*al )ar1e!*/ e-#e*"e" !*Ce*ral E(r$#e2

13

8/14/2019 History 12.57



The"e char/e" are #ar!ally $++"e by a /a!* $+ 256 #er "hare a+er !*c$)e a-e" relaed $he )er/er $+ C$caC$la Be.era/e" #lc a*d Helle*!c B$l!*/ C$)#a*y S2A2 a*d 25< #er"hare a+er !*c$)e a-e" relaed $ be*e+!" +r$) a a- rae red(c!$* !* Ger)a*y a*d +r$)+a.$rable a- #la**!*/ "rae/!e"2

DIIDEND AND CASH INESTMENT 3LAN4The D!.!de*d a*d Ca"h I*.e")e* 3la* #er)!" "hare$0*er" $+ rec$rd $ re!*.e"d!.!de*d" +r$) C$)#a*y "$c1 !* "hare" $+ The C$caC$la C$)#a*y2 The 3la* #r$.!de" ac$*.e*!e* ec$*$)!cal a*d "y"e)a!c )eh$d $+ ac,(!r!*/ add!!$*al "hare" $+ $(rc$))$* "$c12 All "hare$0*er" $+ rec$rd are el!/!ble $ #ar!c!#ae2 Share$0*er" al"$ )ay#(rcha"e C$)#a*y "$c1 hr$(/h .$l(*ary ca"h !*.e")e*" $+ (# $ 896555 #er year2

A yeare*d @> #erce* $+ he C$)#a*y" "hare$0*er" $+ rec$rd 0ere #ar!c!#a*" !* he3la*2 I* 9559 "hare$0*er" !*.e"ed :> )!ll!$* !* d!.!de*d" a*d :8 )!ll!$* !* ca"h !* he3la*2

14

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COM3ANY STATISTICS4

The "a!"!c" $+ h!" c$)#a*y !" !)#re""!.e2 S!*ce ! !" $#era!*/ hr$(/h $( he 0$rld ha!" 0hy he *()ber $+ e)#l$yee" a*d he b$l!*/ e,(!#)e*" !" h!/he" a)$*/ he $herb$l!*/ c$)#a*!e"2 There !" a c$*"a* !*crea"e !* e.ery a"#ec 0he* 0e c$)#are he

"a!"!c" $+ 9558 a*d he "a!"!c" $+ 95592 Th!" !" beca("e C$ca C$la C$)#a*y !"!*crea"!*/ !" .$l()e day by day2 The e-#a*"!$* $+ h!" c$)#a*y 0h!ch "h$0" he"(cce"" $+ C$ca C$la bra*d" re"(l" !* he #erce*a/e cha*/e !* he "a!"!c" $+ he 0$year"2 The "a!"!c" !" a" +$ll$0"2

TableJ

2002 2001

E,(!.ale* ca"e" 4.2 billion 3.8 billionB$le a*d ca*" 87% 87%

F$(*a!* 13% 13%E)#l$yee" 72,000 67,000 eh!cle" 54,000 52,000 C$ld dr!*1 e,(!#)e*" 2.4 million 2.3 millionFac!l!!e"

3r$d(c!$* $*ly 25 25 D!"r!b(!$* 385 361

C$)b!*a!$* 53 50 T$al 463 436 3erce* $+ N$rh A)er!ca #$#(la!$* c$.era/e 80% 72%N()ber $+ Sae" $+ O#era!$* 46 46

B$le a*d ca* e,(!.ale* ca"e #ac1a/e d!"r!b(!$*Ca*" 44% 45%

N$*re+!llable b$le" 52% 51%Re+!llable b$le" 4% 4%

Ca#!al "r(c(reNe deb $ $al ca#!al ra!$ 63% 59%EBITDA !*ere" c$.era/e 3 3

We!/hed a.era/e c$" $+ deb 6.3% 6.8%Key Sa!"!c"

C$*"a* err!$ry b$le a*d ca* .$l()e /r$0h 3% ½%B$le a*d ca* *e re.e*(e" #er ca"e cha*/e Flat 2%

B$le a*d ca* c$" $+ "ale" #er #hy"!cal ca"echa*/e

1 ½%

Re#$red EBITDA !* b!ll!$*"J 1.95 2.39Re#$red EBITDA cha*/e (18)% 9%

Ca#!al e-#e*d!(re" !* b!ll!$*"J 0.97 1.18 a/e $+ *e $#era!*/ re.e*(e" 6% 8%

C$.era/e $+ N$rh A)er!ca* Ca*7b$le .$l()e 83% 74%

15

8/14/2019 History 12.57



EBITDA !" he Ear*!*/" be+$re !*ere" a-e" de#rec!a!$* a*d a)$r!a!$*a*d $her *$*$#era!*/ !e)"2

• Ne! De7! !" he L$*/er) deb #l(" c(rre* #$r!$* $+ l$*/er) deb le""ca"h a*d )ar1eable "ec(r!!e"2

• E@6i"&e! C"se o+ Ui! C"se !" he #hy"!cal ca"e a*d +$(*a!* /all$*"c$*.ered $ a "a*dard (*! $+ )ea"(re de+ !*ed a" 9< e!/h$(*ce"er.!*/" $r 8?9 $(*ce" #er e,(!.a le* ca"e "$ ld by C$caC$ laE*er#r!"e"2

3RODUCTS4

There are d!++ere* bra*d" $+ he C$ca C$la C$)#a*y 0h!ch are c(rre*ly !* ("e hr$(/h$( he 0$rld2 Th!" c$)#a*y *$ $*ly deal" !* he carb$*aed dr!*1" b( al"$ $her dr!*1"2

Wh!le la(*ch!*/ !" #r$d(c he )ar1e!*/ ea) c$*"!der" he c(l(re $+ he c$(*ry2

Ma%$r bra*d" $+ c$ca c$la

• C$1e

• S#r!e

• Fa*a

• D!e c$1e

• C$1e cla""!c

16

8/14/2019 History 12.57



The $.er all .$l()e $+ h!" c$)#a*y !" a" +$ll$0"2

F!/(reJ

The c$))!)e* $+ he c$)#a*y !" $ de.$e re"$(rce" $ 0aer $*ly !* )ar1e" 0here !e-#ec" #r$+!able /r$0h2 Th!" "rae/y ha" #a!d d!.!de*d"2 The c$)#a*y ha" "(cce""+(llya##l!ed !" a##r$ach $ bra*d" !* "e.eral 1ey )ar1e" !*cl(d!*/ C!el !* Me-!c$ M$r! N$M!(day$r! !* =a#a* !ona"ua !* R(""!a a*d K!*ley !* I*d!a2 Bac1ed by a "r$*/ *e0$r1 $+b$l!*/ #ar*er" hr$(/h $( he U*!ed Sae" Da"a*! beca)e he *a!$*" +a"e"/r$0!*/0aer bra*d2 I* E(ra"!a he e*!re T(r1(a bra*d ea) 0$r1ed $/eher $ la(*ch T(r1ey"+!r" #(r!+!ed 0aer bra*d2 Th!" year C$caC$la C$)#a*y al"$ "(cce""+(lly e*er/!ed a)a%$r #!ece $+ !" be.era/e "rae/y0aer2 By he e*d $+ 9558 !" b$led 0aer .$l()e

e-ceeded 6@5 )!ll!$* (*! ca"e" )a1!*/ ! he "ec$*d b!//e" c$*r!b($r $ he /r$0h $+he c$)#a*y a+er carb$*aed "$+ dr!*1"2 Three $+ he 0aer bra*d" Da"a*! C!el a*dB$*a,(a each ach!e.ed "ale" $+ $.er 855 )!ll!$* (*! ca"e" +$r he year2

I* 9558a*d 9559 he c$)#a*y ha" al"$ )ade /$$d #r$/re"" !* c$++ee" a*d ea"2Be.era/e 3ar*er" W$rld0!de he re*e0ed a*d "re*/he*ed )ar1e!*/ #ar*er"h!# 0!hNe"lP S2A2 be/a* $#era!$*" !* 95582 Th!" #ar*er"h!# c$)b!*e" Ne"lP" 1*$0led/e !*l!+e "c!e*ce re"earch a*d de.el$#)e* 0!h he e-#er!"e $+ C$ca C$la C$)#a*y !* bra*db(!ld!*/ a*d d!"r!b(!$*2

A he "a)e !)e he c$)#a*y /re0 Ge$r/!a c$++ee !* =a#a* by : #erce* hr$(/h a0ard

0!**!*/ )ar1e!*/ !* a cae/$ry ha 0a" +la +$r he year2 Al"$ !* =a#a*0here The C$caC$la C$)#a*y !" he leader !* he $al ea cae/$ry he "ec$*dlar/e" cae/$ry !* he*$*alc$h$l!c ready$dr!*1 "e/)e*! la(*ched Mar$cha Gree* Tea2 W!h "ale" $+ <>)!ll!$* (*! ca"e" +$r he year Mar$cha Gree* Tea !" he +a"e"/r$0!*/ #r$d(c !* he+a"e"/r$0!*/ cae/$ry4 /ree* ea2 The #$#(lar!y $+ Mar$cha !" al"$ rec$/*!ed by he!*d("ry 0!h a lead!*/ rade %$(r*al *a)!*/ Mar$cha he )$" #$#(lar *e0 +$$d a*dbe.era/e #r$d(c $+ he year2

17

8/14/2019 History 12.57



K*$0 he )$" rec$/*!ed 0$rd $*he #la*e a+er &OK'

A)$*/ he "$+ dr!*1" :"!" a*d S'+i!e bec$)e "(cce""+(l al$*/ 0!h he )a%$r bra*dCo%" Co&" a*d Die! Co/e2 I* 1ey )ar1e" he c$)#a*y ha" creaed *e0 #ac1a/!*/ "!e"$ "a!"+y c$*"()er de)a*d"2

10

8/14/2019 History 12.57



I*crea"!*/ly Me-!ca* +a)!l!e" ha.e l(*ch $/eher a h$)e2 The a.era/e Me-!ca*h$("eh$ld dr!*1" 0$a*dahal+ l!er" $r )$re $+ "$+ dr!*1" d(r!*/ ha brea1 0h!le a 0$l!er b$le 0a" he lar/e" a.a!lable #ac1a/e2 S$ he c$)#a*y !*r$d(ced a c$*.e*!e* 9l!er b$le $ "elec re/!$*" c$*r!b(!*/ $ he "ale $+ *early 826 b!ll!$* (*! ca"e" $+ C$caC$la !* Me-!c$ h!" year2 Th!" lar/er b$le 0!ll c$)#lee !" *a!$*0!de r$ll$( !* 95592 I*

Ch!*a C$caC$la !" a* !*e/ral #ar $+ h$l!day celebra!$*" a*d he +a)!ly /e$/eher"ha acc$)#a*y "(ch e.e*"2 Thr$(/h a* !*e*"e +$c(" $* C$caC$la !**$.a!$* a*d *e0be.era/e" ! ha" ach!e.ed .$l()e /r$0h $+ 85 #erce* !* 95582 I* Ch!*a "ale" $+ C$caC$la !*crea"ed by > #erce*2 I* he U*!ed Sae" rec$/*!!*/ ha c$*"()er" $+e* e*%$yhe!r d!e C$1e 0!h a "l!ce $+ le)$* he c$)#a*y b$led he c$*ce#2 The re"(ld!eC$1e 0!h le)$*c$*r!b(ed $ .$l()e /r$0h $+ < #erce* +$r he *()ber$*e d!e2

S$+ dr!*1 !* N$rh A)er!ca4 d!e C$1e2 The c$)#a*y !*crea"ed !" 0$ lar/e" b$le "!e"d(r!*/ he 9558 h$l!day" a*d +e"!.al #ac1a/!*/ hel#ed dr!.e a > #erce* .$l()e !*crea"e+$r C$caC$la2 The #ac1a/!*/ !**$.a!$*" d$ *$ %(" !*.$l.e re"!!*/2 The c$)#a*y ha"al"$ re"#$*ded $ c$*"()er" cha*/!*/ +a"h!$* "yle" 0!h *e0 b$le"2

W!h bra*d" "(ch a" M!*(e Ma!d H!C S!)#ly Ora*/e a*d D!"*ey %(!ce" a*d %(!cedr!*1" !* he U*!ed Sae" Q$$ !* A"!a Ka#$ !* La!* A)er!ca a*d B!b$ !* A+r!ca2

Th!" year he c$)#a*y rela(*ched !" /l$bal "#$r"dr!*1 b("!*e"" !*.e"!*/ !* *e0#r$d(c" #ac1a/!*/ #$"!!$*!*/ a*d )ar1e!*/2 The re"(l" "#ea1 +$r he)"el.e"4 !"/l$bal "#$r" dr!*1" led by 3$0erade a*d A,(ar!(" /re0 by 8: #erce* !* 9559 *earlyd$(ble he /r$0h rae $+ he 0$rld0!de "#$r"dr!*1 cae/$ry2 Re.!al!ed !* he U*!edSae" he c$)#a*y !*r$d(ced 3$0erade !* *early e.ery )a%$r We"er* E(r$#ea*)ar1e !*cl(d!*/ Grea Br!a!* Ger)a*y a*d S#a!* a" 0ell a" !* Me-!c$ a*d La!*

A)er!ca2 The c$)#a*y la(*ched 9@ #r$d(c" !* 95582

The c$))!)e* $+ he c$)#a*y $ #ac1a/!*/ !**$.a!$* al"$ re"(led !* *e0 !*!!a!.e" +$r$(r +$(*a!* b("!*e"" a cha**el hr$(/h 0h!ch )a*y c$*"()er" e*%$y C$caC$la2 I* heU*!ed Sae" he c$)#a*y de.el$#ed :o6!"i= a $al be.era/e d!"#e*"!*/ "y"e) ha!" )$re +le-!ble a*d )$re rel!able2 T0$ year" $+ re"earch re"(led !* a d!"#e*"!*/ "y"e)ha #r$.!de" e-ce#!$*al be.era/e ,(al!y ea"y $ (#/rade ech*$l$/y bra*d a*d /ra#h!cc("$)!a!$* a*d !)#r$.ed rel!ab!l!y2

1

8/14/2019 History 12.57



STRATEGIC 3LANNING

I* he year 9559 he c$)#a*y had a /rea "(cce"" a" he "rae/y 0$r1ed 0h!ch re"(led

!* )a1!*/ C$ca C$la C$)#a*y he 0$rld" lead!*/ c$)#a*y2 I* 9558 c$)#a*yacc$)#l!"hed he cr(" $+ !" "rae/y a"

• W$rld0!de .$l()e !*crea"ed by < #erce* 0!h "r$*/ !*er*a!$*al /r$0h $+ 6

#erce* a*d clear "!/*" ha $(r N$rh A)er!ca* b("!*e"" !" /r$0!*/ "$l!dly a*d

#red!cable2

• Ear*!*/" #er "hare /re0 by ;9 #erce* a" 0e del!.ered $* $(r c$))!)e* $

creae .$l()e /r$0h 0h!le a//re""!.ely

• Re(r* $* c$))$* e,(!y /re0 +r$) 9: #erce* !* 9555 $ :; #erce* h!" year .

• Re(r* $* ca#!al !*crea"ed +r$) 8> #erce* !* 9555 $ 9@ #erce* !* 95582

• The c$)#a*y ha" /e*eraed +ree ca"h +l$0 $+ :28 b!ll!$* (# +r$) 92; b!ll!$* !*

9555 a clear !*d!ca!$* $+ !" (*derly!*/ +!*a*c!al "re*/h2

The "rae/y +$r he +((re $+ he c$)#a*y !" .ery "ra!/h+$r0ard2 The #"+/e!i* s!+"!e*($o+ !he (e"+ 2002 !" a" +$ll$0"

• Accelerae carb$*aed "$+dr!*1 /r$0h led by C$caC$la2

• Selec!.ely br$ade* he +a)!ly $+ be.era/e bra*d" $ dr!.e #r$+!able /r$0h2

• Gr$0 "y"e) #r$+!ab!l!y a*d ca#ab!l!y $/eher 0!h $(r b$l!*/ #ar*er"2

• Ser.e c("$)er" 0!h crea!.!y a*d c$*"!"e*cy $ /e*erae /r$0h acr$"" all

cha**el"2

• D!rec !*.e")e*" $ h!/he" #$e*!al area" acr$"" )ar1e"2

• Dr!.e e++!c!e*cy a*d c$"e++ec!.e*e"" e.ery0here2

2

8/14/2019 History 12.57



MA=OR COM3ETITOR

3E3SI INTERNATIONAL

HISTORY

3e#"!C$ !" a 0$rld leader !* c$*.e*!e* +$$d" a*d be.era/e" 0!h re.e*(e" $+ ab$( 9@b!ll!$* a*d $.er 8<:555 e)#l$yee"2 The c$)#a*y c$*"!"" $+ he "*ac1 b("!*e""e" $+Fr!$Lay N$rh A)er!ca a*d Fr!$Lay I*er*a!$*al he be.era/e b("!*e""e" $+ 3e#"!C$la N$rh A)er!ca Ga$rade7Tr$#!ca*a N$rh A)er!ca a*d 3e#"!C$ Be.era/e"

I*er*a!$*al a*d Q(a1er F$$d" N$rh A)er!ca )a*(+ac(rer a*d )ar1eer $+ ready$eacereal" a*d $her +$$d #r$d(c"2 3e#"!C$ bra*d" are a.a!lable !* *early 955 c$(*r!e" a*derr!$r!e"2

Ma*y $+ 3e#"!C$" bra*d *a)e" are $.er 855year"$ld b( he c$r#$ra!$* !" rela!.elyy$(*/2 3e#"!C$ 0a" +$(*ded !* 8?>6 hr$(/h he )er/er $+ 3e#"!C$la a*d Fr!$Lay2Tr$#!ca*a 0a" ac,(!red !* 8??; a*d 3e#"!C$ )er/ed 0!h The Q(a1er Oa" C$)#a*y!*cl(d!*/ Ga$rade !* 955820$(ld e*era!* he l!"e*er 0!h he lae" )("!cal "elec!$*"re*dered by .!$l!* $r #!a*$ $r b$h2 The *e0 *a)e &3e#"! C$la' !" der!.ed +r$) he 0$ $+he #r!*c!#le !*/red!e*" 3e#"!* a*d K$la N("2 I 0a" +!r" ("ed $* he A(/(" 9;2 A ha!)e Bradha)" ad.er!"!*/ #ra!"e" h!" dr!*1 a" &E-h!lara!*/ !*.!/$ra!*/ a!d" d!/e"!$*'2

8??59559

The ad.er!"e)e* $+ he 3e#"! cha*/e" $ &Y$( /$ he r!/h $*e baby UhH(h'2W!h hee-e*"!.e ("a/e $+ he "ar" !* he add" he #$#(lar!y $+ 3e#"! !*crea"e2 I* 8??9 3e#"!C$la +$r)ed a #ar*er"h!# 0!h Th$)a" =2 L!#$* C$2 T$day L!#$* !" he b!//e" "ell!*/ready$dr!*1 ea bra*d !* he U*!ed Sae"2 O("!de he U*!ed Sae" 3e#"!C$laC$)#a*y" "$+ dr!*1 $#era!$*" !*cl(de he b("!*e"" $+ Se.e*U# I*er*a!$*al2 3e#"!C$la be.era/e" are a.a!lable !* )$re ha* 8?5 c$(*r!e" a*d err!$r!e"2I* A"!a hey "eleced Lah$re $ )a1e he!r re/!$*al $++!ce2 Th!" 0a" d$*e !* 8?@52 Th!"re/!$*al $++!ce !" )$*!$r!*/ all he $#era!$*" carr!ed $( !* S$(h We" A"!a2 A" !*3a1!"a* hey $*ly e*ered be.era/e !*d("ry2 They ha.e ele.e* b$ler" c$.er!*/ 0h$le3a1!"a*2 The #la* $#era!*/ here !" R!a B$ler" 3.J LTD2 Th!" #la* 0a" e"abl!"hed aLah$re !* 8?@<2 The $al ca#ac!y $+ he #la* !" :5555 ca"e" #er day2 They ha.e +$(r+!ll!*/ l!*e" !* he #la* $#era!*/ $* he hree "h!+ ba"e"2 Each "h!+ !" $+ e!/h h$(r"2 Theyha.e #er)a*e* 0$r1 +$rce $+ @65 #e$#le a*d hey e)#l$yee a##r$-!)aely 8555 #e$#le)$re $* e)#$rary ba"!" d(r!*/ "())er "ea"$*2

21

8/14/2019 History 12.57



3e#"!" 3r$d(c"

• 3e#"!

• Tee)

• M!r!*da

• 3e#"! Ma-

• 3e#"! Le)$*

• 3e#"! Bl(e

• M$(*a!* De0

• @(#

22

8/14/2019 History 12.57



COCA COLA 3AKISTAN

The C$caC$la C$)#a*y be/a* $#era!*/ !* 3a1!"a* !* 8?6:2 C$caC$la Fa*a a*dS#r!e are he bra*d" !* 3a1!"a*2 The C$caC$la Sy"e) !* 3a1!"a* $#erae" hr$(/he!/h b$ler" +$(r $+ 0h!ch are )a%$r!y$0*ed by C$caC$la Be.era/e" 3a1!"a* L!)!ed

CCB3LJ2 The CCB3L #la*" are !* Karach! Hyderabad S!al1$ G(%ra*0ala Fa!"alabadRah!)yar Kha* M(la* a*d Lah$re2 The re)a!*!*/ 0$ #la*" !*de#e*de*ly $0*ed are!* Ra0al#!*d! a*d 3e"ha0ar2 The C$caC$la Sy"e) !* 3a1!"a* "er.e" @5555c("$)er"7rea!l $(le"2 The C$caC$la Sy"e) !* 3a1!"a* e)#l$y" 8;55 #e$#le2 D(r!*/he la" 0$ year" The C$caC$la Sy"e) !* 3a1!"a* ha" !*.e"ed $.er 8:5 )!ll!$* U2S2J

<? year" $+ re+re"h)e* !* 3a1!"a*

Co%"-Co&" !*r$d(ced !* 3a1!"a* 143

Fa*a !*r$d(ced !* 3a1!"a* 14

S#r!e 0a" !*r$d(ced 1452

D!e C$1e Fa*a Le)$* 2001

23

8/14/2019 History 12.57



3ROMISE OF COKE

The ba"!c #r$#$"!!$* $+ $(r b("!*e"" !" "!)#le "$l!d a*d !)ele""2 Whe* 0e br!*/re+re"h)e* .al(e %$y a*d +(* $ $(r "a1eh$lder" he* 0e "(cce""+(lly *(r(re a*d#r$ec $(r bra*d" #ar!c(larly C$caC$la2 Tha !" he 1ey $ +(l+!ll!*/ $(r (l!)ae $bl!/a!$*

$ #r$.!de c$*"!"e*ly arac!.e re(r*" $ he $0*er" $+ $(r b("!*e""2

TARGET MARKET

C$1e" c$))erc!al" ba"!cally ba"ed $* y$(*/ /e*era!$*" S$ he y$(*/ /e*era!$* !" hear/e )ar1e $+ C$1e beca("e hey 0a* $ re#re"e* C$1e 0!h he y$(h a*d e*er/y b(hey al"$ c$*"!der ab$( he $ld #e$#le hey a1e he* a" a c$ar/e )ar1e2

MA=OR SEGMENTSMa%$r "e/)e*" are ba"!cally h$"e #e$#le 0h$ a1e h!" dr!*1 da!ly a*d h$"e area" 0herehe de)a*d" !" h!/her he* he $her area"2 There are "$ )a*y #e$#le 0h$ a1e h!" dr!*1da!ly a*d h$"e #e$#le 0h$ a1e 0ee1ly a*d h$"e 0h$ a1e le"" $+e* are al0ay" here a"0ell2 S$ he!r ba"!c "e/)e*" are h$"e #e$#le 0h$ a1e h!" dr!*1 re/(larly2

FACTORS EFFECTING SALES

There are "$ )a*y +ac$r" 0h!ch a++ec" he "ale $+ c$1e2 Here 0e are d!"c(""!*/ hree)a%$r +ac$r" 0h!ch e++ec" c$1e2

• 3er ca#!a !*c$)e

• C$)#e!$r"

• Weaher

3er Ca#!a I*c$)eF!r" 0e 0!ll d!"c("" ab$( & 3er ca#!a !*c$)e'2 Th!" !" )a%$r +ac$r ha a++ec" he "ale $+h!" "$+ dr!*12 Beca("e 0h!ch e.ery #a""!*/ year b(d/e" are bec$)!*/ .ery "r!c a*d!/h !* $rder $ #(rcha"e h!*/"2 S$ he d!"#$"able !*c$)e" $+ he #e$#le are c$)!*/d$0*2 They "#e*d hea.!ly $* re*" (!l!!e" a*d ed(ca!$* a*d ba"!c *ece""!!e" a*d a+erha 0he* hey /e e-ra )$*ey hey h!*1 ab$( h!" "$+ dr!*1 2S$ he decrea"!*/ #erca#!a !*c$)e e++ec" badly !* "ell!*/ a*d #r$d(c!$* $+ h!" "$+ dr!*12

24

8/14/2019 History 12.57



A*d $ /e hr$(/h 0!h h!" d!++!c(ly here !" *eed $ !*crea"e he le.el $+ #er ca#!a!*c$)e $+ 3a1!"a* beca("e ! !" )(ch le""er ha* he re" $+ he c$(*r!e"2

C$)#e!$r"

C$1e" )a%$r c$)#e!$r !" &3E3SI' a*d here !" *$ he"!a!$* $ "ay h!" beca("e e.ery$*e 1*$0" ha a*d all he $her c$ld dr!*1" a*d 0aer c$++ee ea are he c$)#e!$r"2

Weaher

Weaher !" he h!rd )a%$r +ac$r !* e++ec!*/ he C$1e" "ell!*/2 Th!" !" (*derde.el$#ed)ar1e "$ he c$1e" c$*"()#!$* !* "())er" !" >5 a*d !* 0!*er" !" <52

MA=OR CUSTOMERS NEED

F!r" $+ all he )a%$r!y d$* care ha 0ha hey are /$!*/ $ ha.e2 I* $her 0$rd" heyd$* care be+$re dr!*1!*/ ha 0heher ! !" &3e#"!' $r &c$1e'2 They d$* ac(allyd!++ere*!ae be0ee* he"e 0$ bra*d" !* $rder $ he!r a"e"2C$*"()er" ba"!cally dr!*1 0ha hey /e2They bel!e.e $* “WHAT COLD THEY SOLD” C$*"()er" a.a!lab!l!y !* bra*d" !" ba"!cally 0$r1" l!1e43("h a.a!lab!l!y3(ll c$*"()er" de)a*d2

F$r h!" rea"$* C$caC$la ha.e #r$.!ded he!r c$$ler" a*d +reeer" !* he )ar1e2 Theyha.e )a-!)() *()ber $+ c$$ler" a*d +reeer" !* he )ar1e2 They #r$.!de h!"!*+ra"r(c(re +ree $+ c$" %(" $ #r$.!de ch!ld c$1e $ he!r c("$)er 0h!ch hey 0a* $ be#(rcha"e2The!r "ale")a* a*d )echa*!c" re/(larly .!"! all he "h$#" 0here c$1e ha" !"!*+ra"r(c(re $ chec1 ha e!her ! !" !* #r$#er c$*d!!$* $r *$ !+ *$ he* hey !))ed!aelycha*/e $r re#a!r !2

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8/14/2019 History 12.57



MA=OR COM3ETITORS

C$*"()er" +!r"ly dec!de ha hey are /$!*/ $ ha.e a "$+ dr!*12 The* hey c$)#eebra*d" 0!h each $her2 L!1e hey c$)#ee C$1e 0!h 3e#"! a*d S#r!e 0!h @(# a*dea) 2S$ he )a%$r c$)#e!$r $+ C$1e !" 3e#"!2

Whe* hey )$!.ae $ a*y $her bra*d $r $* C$1e !" !* !*"!*c ba"!cally ha ba"ed $*)e""a/e" der!.e cera!* +eel!*/"2B( C$ca C$la h!*1" !* a d!++ere* 0ay hey bel!e.e ha RC C$la *e0 c$)!*/ AMRATC$la a*d all %(!ce" e.e* hey a1e 0aer a*d ea a" he!r c$)#e!$r"2

STRATEGIES OF QUALITY

A+er M!cr$ a*d )acr$ a*aly"!" Bra*d &c$1e' !" #r!)ar!ly r$le

82 E*ha*ce c$)#e!!$* )$)e*"

92 Whe* #e$#le 0ach cr!c1e

:2 Thr$(/h c$))erc!al!a!$*

<2 F(* !)e

Th$(/h he"e "rae/!e" here c$(ld be beer (*der"a*d!*/ a*d beer c$**ec!$* 0!h he#(bl!c2 The"e are he &1ey c$*"()#!$*'2

THREATS FROM COM3ETITORS

Threa" are 0ell #la**ed2 3r!ce !" he )a%$r hrea2 Whe* #r!ce /$e" cera!* bey$*d hee-ac #r!ce 0heher c$)e d$0* $r /$ h!/her !" e++ec" he c$*"()#!$* $+ "$+ dr!*12

Beca("e 0he* he #r!ce /$ h!/her #e$#le /$ +$r he "(b"!(e $+ &c$1e' !2e2 3e#"!2 A*d 0he* #r!ce /$e" d$0* hey h!*1 ha here !" )(" be "$)e h!*/ 0r$*/ !* !2I* "h$r ! all de#e*d" $* c("$)er" #erce#!$*2

TARGETS THAT WOULD LIKE TO ATTAIN

E.ery $r/a*!a!$* r(*" $* he ba"e" $+ #r$+! )a-!)!a!$* "$ C$1e !" al"$ l$$1!*/ +$r ah!/h #r$+! )ar/!*2

There are hree )a%$r 0ay" $+ )a1!*/ )$*ey

• O.er *!/h #r$+!

• W!*d+all #r$+!

• Eh!cal a*d (*eh!cal 0ay"

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8/14/2019 History 12.57



O.er N!/h 3r$+!"

They c$(ld be $.er *!/h #r$+! ha !" +$r he *()ber 8 bra*d +$r he year2 Th!" c$(ld be /$)y !*crea"!*/ "ale" .$l()e

W!*d+all 3r$+!Ca* be 0!*d+all #r$+!2 They are he e-ra" #r$+!2 Whe* he c$*"()#!$* he c$*"()#!$* !"$* b$$)2 S$ here !" d!++ere* 1!*d $+ #r$+!"2

Eh!cal A*d U*eh!cal Way"

3r$+! ca* al"$ /e hr$(/h eh!cal a*d (*eh!cal 0ay"2 They bel!e.e $* h!" ,($e& E.ery h!*/ !" +are !* l$.e a*d 0ar'2

S$)e #r$+!" "ay" +$r "$)e !)e l!1e &$.er *!/h #r$+!"' a*d "$)e %(" c$)e a*d /$ l!1e&0!*d +all #r$+!"'2 A*d hey ca* al"$ /e #r$+! hr$(/h d!++ere* a##r$ache"2

E3ANDING TARGET MARKET

I* la" 9 year" C$1e ha" c$)e bac1 !* a//re""!.e )a**er2

• C$*"()er ha" ch$!ce

• Arac!.e bra*d *a)e

• Bra*d d!++ere*!a!*/

C$*"()er Ha" G$ Ch$!ce

N$0 he c$*"()er ha" /$ ch$!ce2 Beca("e *$0 hey 1*$0 he *a)e $+ a*$her b!/ bra*dh$(/h c$1e !" he 9*d be" *a)e b( ! ca* /e a beer #$"!!$* a+er "$)e !)e

Arac!.e Bra*d Na)e

N$0 he c$*"()er" 1*$0 he Na)e $+ C$1e beca("e C$1e !" he *a)e 0h!ch !" he )$"#$#(lar a+er he 0$rd &$1'2 S$ #e$#le ca* beer d!++ere*!ae bra*d" 0!h each $her2

Bra*d D!++ere*!a!$*

N$0 d!++ere* c$)#a*!e" ha.e /$ d!++ere* bra*d *a)e"2 S$ #e$#le ca* d!"!*/(!"hbe0ee* bra*d"2 T0$ )a%$r bra*d" &c$1e' a*d &3e#"!' al"$ ha.e bra*d *a)e"2

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8/14/2019 History 12.57



C$ca C$la" Bra*d

C$ca c$la !" &US' bra*d2 Beca("e hey bel!e.e !* he $/eher*e"" be!*/ #e$#le $/ehera*d +r!e*d" are be!*/ $/eher2 C$ca C$la "r$*/ly bel!e.e" ha 3a1!"a*! e)#era)e* !"&US' *$ &ME'

3e#"!" Bra*d

3e#"!" bra*d !" ba"!cally !" ba"!cally &ME' bra*ded2 They ("e he e)#era)e* $+ &ME'2 I*c$*ra" $ C$1e hey bel!e.e $* !*d!.!d(al "r(//le2

THREATS AND O33ORTUNITIES FOR 3RICE

O##$r(*!!e"I+ C$1e !" c$*"!dered a l(-(ry #r$d(c2 The* here !" he a- rae "y"e)86 "ale" a-95 e-c!"e d(y9@ /$e" $ /$.er*)e*5: I* )a1!*/ B(d/e

A+er #ay!*/ all he"e a-e" c$1e ha" $ #ay elecr!c!y char/e"2 We ha.e $ "#e*d $*d!"r!b(!$*"2 A+er #ay!*/ all he"e e-#e*"e" C$1e" )ar/!* ",(eeed a*d c$*"()er"ha.e $ #ay +$r !*crea"!*/ ar!++"2

The"e are he $##$r(*!!e" hr$(/h 0h!ch 0e ca* !*crea"e he #r!ce a*d ca* /e #r$+!"2

Threa"

There are )(ch )$re hrea" !* !*crea"!*/ #r!ce"2 Beca("e "a)e #r$ble) $+ "(b"!(e2 I+C$1e !*crea"e he #r!ce le" "ay 8 r(#ee2 The* #e$#le de+!*!ely 0$* /$ +$r c$1e2 Theyha.e he be" "(b"!(e $+ C$1e ha !" 3e#"!2 S$ he"e are he hrea" !* !*crea"!*/ #r!ce"2C$1e 0!ll l$"e he )ar/!* $+ !" #r$+! a*d ca* +ace l$""2

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8/14/2019 History 12.57



STRATEGIES OF GETTING GOALS I2E2 &HIGH3ROFITS'

T$ !*crea"e he #r!ce !" he lea" h!*/ 0h!ch C$1e ca* ad$#2 There are "$ )a*y 0ay"hr$(/h 0h!ch C$1e ca* !*crea"e he #r$+!"2 S$)e )a%$r 0ay" are a" +$ll$0"2

• $l()e ca* be !*crea"ed

• I*ere" le.el $+ c$*"()er"

• T$ a1e #ar !* e*er/e!c +e"!.al"

H$0 $ !*crea"e he .$l()e $+ c$*"()er"

C$1e ca* !*crea"e he .$l()e by e-#a*d!*/ he !*d("ry $+ c$1e2 Thr$(/h ad.er!"e)e*"$++er!*/ d!++ere* !*ere"!*/ h!*/" $ arac #e$#le $0ard" h!" #r$d(c2

H$0 $ !*crea"e he !*ere" le.el $+ c$*"()er"

C$1e !" !*crea"!*/ he !*ere" le.el $+ c$*"()er" by $++er!*/ d!++ere* +la.$r"2F$r e-a)#le C$1e !" !*crea"!*/ he *()ber $+ +la.$r" !* &Fa*a' h!" !" $*e $+ he #r$d(c$+ c$1e2 Thr$(/h $++er!*/ d!++ere* +la.$r" C$1e ca* !*crea"e he Le.el $+ c$*"()er" a*dhr$(/h h!" #r$+!" ca* be /a!*ed2

H$0 $ a1e #ar !* e*er/e!c +e"!.al"

C$1e !" already a1!*/ #ar !* he +e"!.al l!1e &Ba"a*' "!*ce la" : year"2 C$1e $++er"d!++ere* arac!.e h!*/" !* he!r +e"!.al a*d hr$(/h h!" C$1e /a!*ed h!/h #r$+! a*dc$*"()#!$* $+ c$1e !*crea"ed $* he"e $cca"!$*"2

A*d h!" year !* h!" year 9559 #e$#le 0ere a*-!$("ly 0a!!*/ ha 0ha !*ere"!*/ h!*/c$1e !" /$!*/ $ $++er2

MARKETING STRATEGY

O(r l$cal )ar1e!*/ "rae/y e*able" C$1e $ l!"e* $ all he .$!ce" ar$(*d he 0$rlda"1!*/ +$r be.era/e" ha "#a* he e*!re "#ecr() $+ a"e" a*d $cca"!$*"2 Wha #e$#le0a* !* a be.era/e !" a re+lec!$* $+ 0h$ hey are 0here hey l!.e h$0 hey 0$r1 a*d #laya*d h$0 hey rela- a*d rechar/e2 Wheher y$(re a "(de* !* he U*!ed Sae" e*%$y!*/ are+re"h!*/ C$caC$la a 0$)a* !* Ialy a1!*/ a ea brea1 a ch!ld !* 3er( a"1!*/ +$r a %(!cedr!*1 $r a c$(#le !* K$rea b(y!*/ b$led 0aer a+er a r(* $/eher 0ere here +$r y$(2We are deer)!*ed *$ $*ly $ )a1e /rea dr!*1" b( al"$ $ c$*r!b(e $ c$))(*!!e"ar$(*d he 0$rld hr$(/h $(r c$))!)e*" $ ed(ca!$* healh 0ell*e"" a*d d!.er"!y2

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8/14/2019 History 12.57



C$1e "r!.e" $ be a /$$d *e!/hb$r c$*"!"e*ly "ha#!*/ $(r b("!*e"" dec!"!$*" $ !)#r$.ehe ,(al!y $+ l!+e !* he c$))(*!!e" !* 0h!ch 0e d$ b("!*e""2 I" a "#ec!al h!*/ $ ha.eb!ll!$*" $+ +r!e*d" ar$(*d he 0$rld a*d 0e *e.er +$r/e !2

3

8/14/2019 History 12.57



MARKET 3OSITIONING

3r$d(c Ra*/e

The $al ra*/e $+ C$ca C$la c$)#a*y !* 3a1!"a* !*cl(de"4

• C$1e2

• S#r!e2

• Fa*a2

• D!e C$1e2

A*d c$)#a*y $++er" he!r #r$d(c" !* d!++ere* b$le "!e" he"e !*cl(de"4

•

SSRB "a*der" "!e re(r*able b$leJ• LRB l!er re(r*able b$leJ

• NRB *$ re(r* b$leJ $r d!"#$"able b$le

• 3ET 826 826 l!er #la"!c b$leJ

• CANS !* #ac1 ::5 )lJ

3ac1!*/

C$ca c$la #r$d(c" are a.a!lable !* d!++ere* #ac1!*/

• 9< re/(lar b$le "hell

• > b$le #ac1 +$r 826 #e"

• 89 b$le" !* a #ac1 +$r d!"#$"able b$le

• 9< ca*" !* $*e #ac12

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8/14/2019 History 12.57



3RICE STRATEGY

Trade 3r$)$!$*

C$ca c$la c$)#a*y /!.e" !*ce*!.e" $ )!ddle )e* $r rea!ler" !* 0ay a ha hey $++erhe) +ree "a)#le" a*d +ree e)#y b$le" by h!" he"e rea!ler" a*d )!ddle )a* #("h he!r#r$d(c !* he )ar1e2 A*d ha" 0hy c$ca c$la "ee* )$re !* he )ar1e2 A*d hey ha.e a/$$d "ale !* he )ar1e beca("e acc$rd!*/ $ he e-#er 0h!ch #r$d(c "ee* )$re !* he)ar1e ha "ell" )$re2&See* a" "$ld'

They d$ a/ree)e*" 0!h a "h$# 1ee#er" a*d "$re" $ e-cl("!.e "ale !* ha "$re"2 The"e"$re" are called a" KEY acc$(*" !* he!r l$cal la*/(a/e2

A*d c$1e al"$ !*.e" hea.y b(d/e $* he"e "$re" a*d $++er" he) +ree "a)#le" a*d +reeb$le" a*d "$)e !)e ca"h !*ce*!.e"2

D!++ere* 3r!ce I* D!++ere* Sea"$*"

S$)e !)e" C$ca C$la C$)#a*y cha*/e he!r #r$d(c #r!ce" acc$rd!*/ $ he "ea"$*2S())er !" "(##$"ed $ be a /$$d "ea"$* +$r be.era/e !*d("ry !* 3a1!"a*2S$ !* 0!*er hey red(ce he!r #r!ce" $ )a!*a!* he!r "ale" a*d #r$+!2 B( *$r)ally heyred(ce he #r!ce" $+ he!r #e b$le" $r 8 l!er /la"" b$le2

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8/14/2019 History 12.57



3ROMOTION STRATEGIES

Ge!*/ "hel.e"

They /e" $r #(rcha"e "hel.e" !* b!/ de#ar)e*al "$re" a*d d!"#lay he!r #r$d(c" !* ha"hel.e" !* ha "yle 0h!ch "h$0 he!r #r$d(c )$re clear a*d )$re arac!.e +$r hec$*"()er"2

Eye Cach!*/ 3$"!!$*

Sale")a* $+ he c$ca c$la c$)#a*y #$"!!$*" he!r +reeer" a*d he!r #r$d(c" !* eyecach!*/ #$"!!$*"2 N$r)ally hey 1ee# he!r +reeer" *ear he e*ra*ce $+ he "$re"2

Sale 3r$)$!$*

C$)#a*y al"$ d$ "#$*"$r"h!#" 0!h d!++ere* c$lle/e a*d "ch$$l" ca+e" a*d "#$*"$r" he!r"#$r" e.e*" a*d $her e-ra c(rr!c(l() ac!.!!e" +$r /e!*/ )ar1e "hare2

UTC Sche)e

UTC )ea* (*der he cr$0* "che)e c$ca c$la $+e* d$ h!" y#e $+ "che)e a*d hey $++er.ery ha*dy #r!e" !* !2 L!1e $*ce hey $++er b!cycle" ca#" . "e" ca"h #r!e" ec2 Th!""che)e !" .ery )(ch #$#(lar a)$*/ ch!ldre*2

DISTRIBUTION CHANNELSC$ca C$la C$)#a*y )a1e" 0$ y#e" $+ "ell!*/D!rec "ell!*/I*d!rec "ell!*/

D!rec Sell!*/

I* d!rec "ell!*/ hey "(##ly he!r #r$d(c" !* "h$#" by ("!*/ he!r $0* ra*"#$r"2 Theyha.e al)$" <65 .eh!cle" $ "(##ly he!r b$le"2 I* h!" y#e $+ "ell!*/ c$)#a*y ha.e )$re

#r$+! )ar/!*2

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8/14/2019 History 12.57



I*d!rec Sell!*/

They ha.e he!r 0h$le "eller" a*d a/e*c!e" $ c$.er all area2 Beca("e ! !" .ery d!++!c(l +$rhe) $ c$.er all area $+ 3a1!"a* by he!r $0* "$ hey ha.e "$ )a*y 0h$le "eller" a*da/e*c!e" $ a""(re he!r c("$)er" +$r a.a!lab!l!y $+ c$ca c$la #r$d(c"2

FACILITATING THE 3RODUCT BYINFRASTRUCTURE

F$r #r$.!d!*/ he!r #r$d(c !* /$$d )a**er c$)#a*y ha" #r$.!ded !*+ra"r(c(re he"e

!*cl(de"4

• !! c$$ler

• Freeer"

• D!"#lay rac1"

• Free e)#y b$le" a*d "hell" +$r b$le"

ADERTISEMENT

C$ca c$la c$)#a*y ("e d!++ere* )ed!()"

• 3r!* )ed!a

• 3$" )aer!al

• T. c$))erc!al

• B!llb$ard" a*d h$ld!*/"

3r!* Med!a

They $+e* ("e #r!* )ed!a +$r ad.er!"e)e*2 They ha.e a "e#arae de#ar)e* +$r #r!*)ed!a2

3OS Maer!al

3$" )aer!al )ea* #$!* $+ "ale )aer!al h!" !*cl(de"4 #$"er" a*d "!c1er" d!"#lay !* he"$re" a*d !* d!++ere* area"2

34

8/14/2019 History 12.57



T C$))erc!al"

A" e.eryb$dy 1*$0 ha T !" a )$" c$))$* e*era!*!*/ )ed!() "$ T c$))erc!al" !"$*e $+ he )$" arac!.e 0ay $+ d$!*/ ad.er!"e)e*2 S$ C$ca C$la C$)#a*y d$e"re/(lar T c$))erc!al" $* d!++ere* cha**el"2

B!llb$ard" A*d H$ld!*/"

C$ca c$la !" .ery )(ch c$*"c!$(" ab$( he!r b!llb$ard" a*d h$ld!*/"2 They ha.e "$ )a*y"!e" !* d!++ere* l$ca!$*" +$r he!r b!llb$ard"2

E3ECTATIONS FOR THE COMING YEAR

E.ery h!*/ "ar" +r$) he a!(de $+ c$*"()er" beha.!$r2 A*d he ba"!c 1ey $ arac hec$*"()er" !" $ hr$0 he &)$*ey a0ay'2

A*d #$"!!.e +eel!*/ +ell!*/ 0!h he bra*d 0h!ch hey ("ed $ ha.e C$1e 0a*" $ ad.er!"ehe!r #r$d(c" hea.!ly !* he c$)!*/ year2 A*d ! 0!ll a1e he 85 $+ he!r #r$+!"2 A*d 0he*0e a1e ! a" a /l$bal le.el ! !" I b!ll!$*2

C$)!*/ year !" he challe*/!*/ year +$r he !*d("ry $+ C$1e2 They ha.e $ a1e l$" $+dec!"!$*" ha h$0 $ !*crea"e he #r$d(c!$* a*d 0here hey ha.e $ "#e*d )$*ey2F$r /a!*!*/ "(cce"" !* c$)!*/ year hey ha.e $ ha.e "$)e !)#$ra* h!*/" l!1e4

82 L$yal c$*"()er" are !)#$ra* +$r c$)#a*y" "(cce""2

92 W$r1er" "h$(ld be he bra*d ce*r!c *$ he #r$)$!$* ce*r!c2

:2 They "h$(ld 1*$0 h$0 )(ch $ +$r he bra*d ac!.!!e"2

<2 They "h$(ld al"$ 1*$0 ha h$0 )(ch $ d$ 0!h he #r$)$!$* ac!.!!e" +$r bra*d2

HOW COKE DETERMINE THE YEARLY BUDGET

C$1e deer)!*e" !" yearly b(d/e by he

• Sale" .$l()e

• 3r$+!ab!l!y

• Tar/e .$l()e

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8/14/2019 History 12.57



Sale" $l()e

C$1e deer)!*e" !" yearly b(d/e hr$(/h he "ale" .$l()e2 They +!r" c$*ce*rae $* heh!*/ !" &0ha !" he c$*d!!$* $+ he!r "ale"' !+ he c$*d!!$* !" /$$d $+ he!r "ale" he* heyde+!*!ely !*crea"e he!r #r$d(c!$* a*d "ale" .$l()e2 Oher0!"e hey c$*ce*rae $* he!r

$ld "rae/!e"2

3r$+!ab!l!y4

The "ec$*d h!*/ hr$(/h 0h!ch hey deer)!*e" b(d/e !" he &#r$+!' 2!+ hey r /e!*/#r$+!" 0!h he h!/h )ar/!* he* hey de+!*!ely 0a* $ !*crea"e he!r #r$+!" !* he *e-c$)!*/ year2 E.ery $r/a*!a!$* r(*" $* he ba"!" $+ /e!*/ h!/h #r$+!"2 N$ $r/a*!a!$*0a*" $ +ace L$"" !* he!r b("!*e""2 T$ /e #r$+! !" he +!r" #r!$r!y $+ he C$1e2

Tar/e $l()e4

T$ r(* he b("!*e"" e.ery !*d("ry ha" "$)e ar/e" 0h!ch hey 0a* $ ach!e.e !* a"#ec!+!c !)e #er!$d2 I+ !*d("ry ach!e.e" h$"e /$al" !* ha #er!$d he* +$r he c$)!*/ year! !*crea"e" he .$l()e $+ he ar/e2S$ C$1e F$ll$0 he "a)e h!*/ ! ha" al"$ "$)e /$al" a*d ar/e" $ ach!e.e !* he /!.e*!)e #er!$d2 Whe* hey "(cceed $ ach!e.e ha ar/e he* hey !*crea"e he!r ar/e.$l()e !* he *e- year2

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8/14/2019 History 12.57



SALES 3ROMOTION ACTIITIES

C$caC$la Cr!c1e

Cr!c1e he )$" "$(/h a+er 0ached #layed /a)e !* 3a1!"a* 2he /a)e $+ cr!c1e ha"bee* $0*ed by .ar!$(" bra*d" !* he !*d("ry +$r he #r$)$!$* $+ he!r #r$d(c" $.er a#er!$d $+ !)e2 I ha" ra*/ed +r$) $bacc$ $ l(br!ca*" $ c$))(*!ca!$* c$)#a*!e" $ba*1" $ a!rl!*e" laely $ he be.era/e !*d("ry2 The c$)#e!!$* ha" bec$)e $(/her $(/her a" he !)e ha" #r$/re""ed2

C$caC$la "!/*ed a "#$*"$r"h!# a/ree)e* 0!h e!/h $+ 3a1!"a*" Na!$*al cr!c1e#layer"2 C$caC$la real!!*/ he +ac ha cr!c1e !" a .ery "r$*/ ele)e* by 0h!ch ! ca*reach ! c$*"()er" )a""e" !*.e"ed !* he $##$r(*!y a*d la(*ched a )a""!.eca)#a!/* $* )a"" )ed!a "h$0!*/ all he"e cr!c1e "ar" e*d$r"!*/ c$)#l!)e*!*/ C$caC$la bra*d2 The C$caC$la C$)#a*y de.el$#ed hree T c$))erc!al" +$(r e"!)$*!al

ad" 0!h he #layer ra* he) $* he *a!$*al *e 0$r1 d(r!*/ .ar!$(" cr!c1e )ache"2The"e b$ld "e#" a1e* by he C$caC$la )ar1e!*/ (*! accla!)ed he) )a*yac1*$0led/e)e*" acr$"" he b$ard2 Th!" ca)#a!/* hel#ed C$caC$la $ e"abl!"h !"a""$c!a!$* 0!h he /a)e he #layer2

C$caC$la C$*cer"

Abrar(lha," d!"!*c "yle lyr!c" "$*/" ha.e )ade h!) a* !*"a* h! a)$*/ he)a""e" !* 3a1!"a*2 H!" e*$r)$(" #$#(lar!y !* he c$(*ry abr$ad !" "(##$red byC$caC$la" c$))!)e* $0ard" #r$.!d!*/ healhy +(*+!lled e*era!*)e* +$r he y$(h

$+ 3a1!"a*2 C$caC$la br$(/h Abrar $ h!" +a*" hr$(/h h$ld!*/ c$*cer" +ea(r!*/ Abrar !* a )(cha##rec!aed TC MMT +ea(red hr$(/h$( he c$(*ry2

The TC ca)#a!/* +$c("ed $* he hec!c l!+e"yle $+ a #$# "ar 0h$ +$(*d re"#!e rel!e+hr$(/h C$caC$la !* "h$r )$)e*" ha he had $ h!)"el+ d(r!*/ a c$*cer2 C$caC$la"bra*d #$"!!$*!*/ $+ #r$.!d!*/ dee# d$0* re+re"h)e* +$r he b$dy "$(l )!*d 0ereca#(red acc(raely !* he TC de#!ced a#ly h$0 he dr!*1 c$)#lee" he )$)e* +$r

Abrar2

C$caC$la F$$d Mela

W!h a "#la"h $+ +$$d +(* #r!e" $ be 0$* he C$caC$la +$$d )ela reaed he #e$#le$+ Karach! $ a +e"!.e +$$d +e"!.al c$)#r!"!*/ $+ 65 re"a(ra*" "#read $( all $.er heb("l!*/ c!y" )a#2 The #r$)$!$* "a0 he a.!d +a)!l!e" +r!e*d" e*%$y!*/ he del!cac!e" ahe re"a(ra*" all re"!l!e*ly (#h$ld!*/ he C$caC$la !de*!y2

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8/14/2019 History 12.57



C$caC$la Ba"a* Fe"!.al

I* Febr(ary he )$*h $+ ba"a* he #ar1" h$r!c(l(re a(h$r!y !* Lah$re *$)!*aedC$caC$la he $++!c!al "#$*"$r $+ he ba"a* +e"!.al 2C$caC$la added $ he car*!.ala)$"#here by )a1!*/ he +e"!.al +ree $ e*er dec$ra!*/ all )a!* r$ad" !* Lah$re 0!h

!ll()!*aed 1!e"2 C$caC$la al"$ h$"ed a c$*cer $+ #$# !d$l Abrar(lha, had ch!ldre*"#arade held he C$caC$la 1!e +ly!*/ cha)#!$*"h!# d(r!*/ he ba"a* +e"!.al2 N$0&0here here !" ba"a* here !" C$caC$la' ! ha" bee* !)#$""!ble $ e*.!"a/e ba"a*0!h$( C$caC$la2 C$caC$la /!.e he )$re re+re"h!*/ +la.$r $ he c$l$r" $+ ba"a* byadd!*/ )$re l!+e $ he +e"!.al /!.!*/ he c$*"()er a (*!,(e e-#er!e*ce 0h!ch hey had*e.er a"ed be+$re2

C$caC$la GORED

Q(e*ch!*/ he h!r" $+ )$$r!" #ede"r!a*" #a""erby" d(r!*/ Lah$re" h$e" "())er"ea"$* C$caC$la" &GORED' ea)" 0e* $( !*$ he c!!e" )a!* ,(adra*" $ &"er.e

re+re"h' $* he "#$ 0!h !cec$ld C$caC$la" a d!"c$(*ed #r!ce" bac1ed by a hea.y FMa**$(*ce)e* ca)#a!/* he &GORED' "all "er.ed 0ell $ #r$)$e he C$caC$la!*d("ry2

C$caC$la 3ary !* a 3ar1

I* =(*e 9555 C$caC$la creaed a* e-#er!e*!al )("!cal e.e*!*/ !* Lah$re 0here =(*$$*#er+$r)ed2 Th!" #r$/ra) 0a" rec$rded a*d $*eh$(r #r$/ra) "h$0* !* he *a!$*al T +$r+ree285 )!ll!$* h$("eh$ld" "a0 C$caC$la V3ary !* a 3ar1 0h!le 85 h$("a*d #e$#leae*ded he e.e*2

C$caC$la Sh$##!*/ Fe"!.al

C$caC$la h$"ed &The C$caC$la Sh$##!*/ Fe"!.al' Lah$re" +!r" "h$##!*/ +e"!.al are"$(*d!*/ "(cce"" 0!h e)#!*/ d!"c$(*" l!.e )("!c /rea #r!e" +!re 0$r1"2 L!bery)ar1e!*/ G(lber/ 0a" a h!.e $+ ac!.!y d(r!*/ he 0ee1l$*/ "h$##!*/ e-ra.a/a*a2 The!* a(/(ral e.e* #r$.ed "$ #$#(lar ha ! !" *$0 "e $ bec$)e a* a**(al +!-(re2

C$caC$la 3e 3r$)$!$*

I* 8??> C$caC$la la(*ched 826 l!er 3e c$*$(r b$le +$r he +!r" !)e !* 3a1!"a*2Tar/e!*/ h$("e 0!.e" +a)!ly h$)e C$caC$la" 826 l!er 3e b$le $$1 he l!)el!/h /a!*ed )$)e*() 0!h a ca)#a!/* #r$)$!*/ he (*!,(e #ac1a/!*/ a*d !" *()er$("c$*"()er be*e+!" 2A rea +$r he +a)!ly C$caC$la" 3ET 0a" $++ered hr$(/h a &#r!ce$++'#r$)$!$* ha "a!d2Go o6! 9 *e! so#e

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8/14/2019 History 12.57



C$caC$la Ra)a* Ca)#a!/*

A .ery "#ec!al $cca"!$* +$r he #e$#le $+ 3a1!"a* Ra)a* "a0 a*$her .ery "#ec!al C$caC$la" #r$)$!$* )ar1e!*/ he #$#(lar 826 l!er 3ET b$le he 8 l!er b$le 0!h a "(#er#r!ce$++ #r$)$!$*2 The e)#ha"!" $* e*%$y!*/ C$caC$la a &I+ar' 0!h +r!e*d" +a)!ly2

C$caC$la W$*der $+ he W$rld 3r$)$!$*

I* =(ly 9555 C$caC$la "e he "a/e $+ he /ra*d UTC #r$)$!$*2 C$caC$la 0e* ahead0!h he !dea $+ /!.!*/ c$*"()er cha*ce" $ 0!* +ab(l$(" )a/!cal &drea) .aca!$*' $*()er$(" &0$*der de"!*a!$*' hr$(/h$( he 0$rld $* e.ery #(rcha"e $+ a 965 )l RGBb$le $+ C$caC$la S#r!e Fa*a2The #r$)$!$* /a.e c$*"()er" a cha*ce $ 0!* +reedr!*1 a r!# $ 3ARIS HOLLYWOOD NEWYORK SINGA3ORE CAIRO al$*/ 0!ha!r+are +$(r *!/h" +ree "ay !* he"e drea) la*d"2 The #r$)$!$* "a0 a.!d c$*"()erc$llec!*/ C$caC$la VCr$0* ca#" "#ar1ed a 1ee* re"#$*"e +r$) he #(bl!c re*der!*/

a* $("a*d!*/ e"!)$*!al ca)#a!/* !* he "ec$*d #ha"e h!/hl!/h!*/ he 0!**er" $.er0hel)ed !* he )a/!cal del!/h $+ he!r +a.$r!e be.era/e C$caC$la2

C$caC$la N$1!a

I* A(/(" 9558 he *e0 (*derhecr$0* #r$)$!$* &Ni/&" Ki("'Wha ha.e ( 0$*J 0a"la(*ched !* c$llab$ra!$* 0!h Ch!)era N$1!a2The #r$)$!$* /a.e c$*"()er a cha*ce $0!* h$("a*d" $+ C$caC$la bra*ded N$1!a ::85 cell(lar #h$*e" $* e.ery #(rcha"e $+@65)l RGB b$le $+ C$caC$la S#r!e Fa*a2The $her h!/hl!/h $+ #r$)$!$* 0a" heC"6*h! Re. H".e. ca)#a!/*2 Bra*ded C$caC$la 0!h Vca(/h red ha*ded ea) !*he) 0e* $ Lah$re Karach! +$r hree day" 0!h ar/e ha a*y$*e be!*/ ca(/hdr!*1!*/ C$caC$la 0!ll be a0arded a *$1!a ::85 )$b!le #h$*e !+ "$)e$*e !" ca(/hal1!*/ $* a *$1!a )$b!le 0!ll 0!* +ree "(##ly $+ C$caC$la2 Ca(/h red ha*ded bec$)e ah(/e "(cce"" a)$*/ he )a""e" a" ! 0a" $*e $ $*e !*erac!$* be0ee* he C$caC$labra*d he c$*"()er"2 Th!" ac!.!y hel#ed b!lled c$*+!de*ce a*d bra*d l$yaly a)$*/c$re c$*"()er"2

C$ca C$la T Maa

The c$ca c$la *e0 ca)#a!/* !" c$ca c$la . )aa ! !" a (c "che)e !* 0h!ch #e$#le are/e!*/ ele.!"!$* "e" $+ d!++ere* "!e"2 The"e day" h!" "che)e !" .ery #$#(lar a)$*/ he

#e$#le2

C$caC$la Mc D$*ald"

C$caC$la 1ey acc$(* $+ MC D$*ald" la(*ched he & ,e *o !o*e!he+ ' %$!* #r$)$!$* $re!*"ae a)$*/" c$*"()er" a real "e*"e $+ he a++!*!y ha b$h "hare" /l$bally2 The#r$)$!$* 1!c1ed $++ 0!h #$" )aer!al Da*/ler" B(*!*/ ecJ d!"#layed a all MC D$*ald"re"a(ra*" al$*/ 0!h a "#ec!al $++er +$r c$1e +r!e"2

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8/14/2019 History 12.57



Fa*a S#r!e La(*ched

I* N$.e)ber 9555)$.!*/ $* $ he S#r!e Fa*a bra*d" he c$*"()er" !* 3a1!"a*0!*e""ed a "$+ la(*ch !* e""e*ce2 The C$caC$la C$)#a*y declared he *e0 &N$*Re(r*able' b$le" $+ S#r!e Fa*a a" he &Ne0 O* he G$ 3ac1"' +la(*!*/ he

!**$.a!.e #ac1a/!*/ c$*.e*!e*ce2 Fa*a S#r!e are "(re $ e*%$y c$*"!derable "(cce""!* 3a1!"a*2

D!e C$1e

A+er he ac,(!"!!$* $+ he !*d!.!d(al l$cal +ra*ch!"e b$l!*/ +ac!l!!e" !* 8??> he c$)#a*yha" "(cce""+(lly la(*ched !" +!r" *e0 #r$d(c d!e c$1e +$r he +!r" !)e !* al)$" :year"2 The 0a" l!*1ed 0!h hree +a"h!$* "h$0" a" D!e C$1e !" relaed $ +a"h!$* +!*e""b( he )a%$r h! 0a" he)a!c +a"h!$* "h$0" !* re"a(ra*" 0h!ch are he 1ey acc$(*" $+he c$)#a*y a" h!" ha" bee* *e.er d$*e be+$re !* 3a1!"a*2

4

8/14/2019 History 12.57



CONCLUSION

A+er h$r$(/h re"earch 0e c$)e $ he c$*cl("!$* ha he )ar1e!*/ "rae/y $+C$ca C$la !" 0$r1!*/ +$r he) a*d he #r$d(c !" /a!*!*/ #$#(lar!y a)$*/ y$(h

day by day2

RECOMMENDATIONS

A+er c$)#le!*/ $(r #r$%ec 0e ha.e c$*cl(ded "$)e rec$))e*da!$* +$r he c$ca

c$la c$)#a*y 0h!ch are +$ll$0!*/2

• C$ca C$la C$)#a*y "h$(ld ry $ e)#ha"!" )$re $* #r$.!d!*/ he!r

!*+ra"r(c(re !* he )ar1e $ +ac!l!ae he!r c("$)er"2

• Acc$rd!*/ $ he "(r.ey c$*d(ced by he !*er*a!$*al +!r) 3a1!"a*! #e$#le

l!1e l!le b! "0eeer c$la dr!*12 S$ +$r h!" c$ca c$la c$)#a*y "h$(ld #r$d(ce

he!r #r$d(c acc$rd!*/ $ he l$cal de)a*d2• Mar1e!*/ ea) "h$(ld ry $ !*crea"e he a.a!lab!l!y $+ C$1e !* r(ral area"2

• They "h$(ld al"$ +$c(" he $ld #e$#le2

• N$0 y$(*/ /e*era!$* ha" a re*d $ dr!*1 a c$1e 9 re/(lar b$le" a "a)e

!)e "$ #r$.!d!*/ )$re "a!"+ac!$* $ he) c$)#a*y "h$(ld !*r$d(ce l!er

d!"#$"able b$le2

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8/14/2019 History 12.57



3EST ANALYSIS OF COCACOLA

There are +$(r .ar!able" 0h!ch 0e 0!ll d!"c("" !* $(r re#$r hey are4

8OLITICAL ARIABLES8OLITICAL ARIABLES

8o&i!i%"& "+i"7&es S!+o*&(E$$e%!e.

So#e ,h"!E$$e%!e.

NoE$$e%!

So#e ,h"!E$$e%!e.

S!+o*&(E$$e%!e.

E++ec" $+ /$.er*)e*

re/(la!$*" dere/(la!$*"

NE

E++ec $+ e*.!r$*)e*al#r$ec!$* la0" !+ a*y

YES

I)#$r a*d e-#$rre/(la!$*"

NE

E++ec $+ #$l!!calc$*d!!$*" !* cera!*c$(*r!e" $+ C$1e

NE

A*y e++ec $+ elec!$*)!l!ary a1e $.er

Re.$l(!$* a C$1e

YES

C$*cl("!$* O+ 3$l!!cal A*aly"!"4

A" +ar a" he ab$.e able !" c$*cer*ed ! c$(ld be "ee* ha here are .ery l!lecha*ce" $+ &#$l!!cal .ar!able"' $ e++ec he c$1e" #r$d(c!$* a*d "ell!*/ beha.!$r2I* he &#$l!!cal .ar!able"' )$" $+ he h!*/" are relaed $ G$.er*)e*al ac!.!!e"2S$ hey d$* lea.e a*y /$$d $r bad !)#ac !* he I*d("ry $+ c$1e2

A*d here are "$)e e-ce#!$*al h!*/" l!1e4 “e!"#$e&' #$&e*&"$ '+” hey"$)e 0ha e++ec he !*d("ry $+ C$1e2 Fr$) la" 0$ year" G$.er*)e* !" /$!*/ $be really .ery )(ch c$*"c!$(" ab$( he e*.!r$*)e*2 B( a+er )a1!*/ head%(")e*" !* #la*" a*d a##ly!*/ he #r$#er 0ay $+ 0a"a/e he cha*ce" $+ be!*/

a++eced by he &#r$ec!$* la0"' are /$!*/ $ be d!)!*!"hed2 S$ ! !)#ac /$$d +$rhe C$1e" re#(a!$*2 A*d he "ec$*d h!*/ !* #$l!!cal .ar!able" 0h!ch e++ec" C$1e!" “ee*&"$ ""&'# &'/e $!e#” Beca("e !* he day" $+ elec!$*" a*d )ar"halla0" c$*d!!$* he c$(*r!e" #r$d(c!$* !* a*y +!eld !" decl!*ed2 S$ ! a++ec" "l!/hlyhe re.$l(!$* $+ C$1e2

S$ “$"&"*' *$"&"$” are $.er all lea.e *e(ral e++ec" $* c$1e" !*d("ry2

42

8/14/2019 History 12.57



ECONOMICAL ARIABLES

E%oo#i%"& "+i"7&es S!+o*&(E$$e%!e.

So#e ,h"!E$$e%!e.

NoE$$e%!

So#e ,h"!E$$e%!e.

S!+o*&(E$$e%!e.

D$ "$ar!*/ !*ere" rae")a1e b("!*e"" a"1 a*y

harder

YES

A*y e++ec d(e $!*+la!$*

YES

A*yh!*/ d$*e $ red(ce(*e)#l$y)e*

YES

A*y e++ec $+ 88h

Se#e)ber 9558!*c!de* a C$1e !*

3a1!"a*

NE

C$*cl("!$* O+ Ec$*$)!cal A*aly"!"

I c$(ld be "ee* ha #economical $aiables& h!/hly a++ec" he C$1e" re"$l(!$*2 Ec$*$)!c+ac$r" are h$"e ac$r" 0h$ e++ec he #r$d(c!$* $+ a*y !*d("ry2 S$ C$1e !" *$ he $( $+,(e"!$*2 I+ he ec$*$)!c c$*d!!$*" $+ he c$(*ry !" *$ ha "r$*/ a*d C$1e !*crea"e" !"3r!ce !* h!" "!(a!$*2 The* ! 0$(ld !)#ac h!/hly *e/a!.e2 A*d !*+la!$* !" al"$ *$ a /$$d#$"!!$* +$r a*y c$(*ry" #r$d(c!$* #$!* $+ .!e02 I al"$ !)#ac" h!/hly *e/a!.e !* heC$1e" #r$d(c!$*2

A*d a" a c$(*ry c$*cer*ed l!1e &3a1!"a*' 0here he (*e)#l$y)e* rae !" .ery )(chh!/h2 The C$caC$la "y"e) !* 3a1!"a* e)#l$y" 8;55 #e$#le2 D(r!*/ he la" 9 year" heC$caC$la "y"e) !* 3a1!"a* ha" !*.$l.ed $.er 8:5 )!ll!$* U2SJ2Whe* 0e dra0 he c$*cl("!$* $+ #economic $aiables&. The* 0e c$)e $ 1*$0 ha !+ec$*$)!c .ar!able" are !* he +a.$rable #$"!!$* $+ c$(*ry he* hey !)#ac /$$d $her0!"e he !)#ac h!/hly bad2

43

8/14/2019 History 12.57



SOCIAL ARIABLES

So%i"& "+i"7&es S!+o*&(E$$e%!e.

So#e ,h"!E$$e%!e.

NoE$$e%!

So#e ,h"!E$$e%!e.

S!+o*&(E$$e%!e.

E++ec" $+ ad.er!"e)e* $+C$1e $* 3(bl!c #$#(lar!y

YES

H$0 0!ll d$ C$1e"c$*r!b(!$* a++ec char!y$r/a*!a!$*" $+ 3a1!"a*

YES

Ha" r!"!*/ c$*"c!$("*e""$+ *a(ral re"$(rce" !*

#e$#le e++eced y$(r &"a.ee*.!r$*)e* ac!.!!e"2

YES

CONCLUSION OF SOCIAL ANALYSIS

EDUCATION

The C$caC$la C$)#a*y ha" al0ay" bel!e.ed ha ed(ca!$* !" a #$0er+(l +$rce !*!)#r$.!*/ he ,(al!y $+ l!+e a*d crea!*/ $##$r(*!y +$r #e$#le a*d he!r +a)!l!e" ar$(*d he0$rld2The C$caC$la C$)#a*y !" c$))!ed $ hel#!*/ #e$#le )a1e he!r drea)" c$)e r(e2 All$.er he 0$rld 0e are !*.$l.ed !* !**$.a!.e #r$/ra)" ha /!.e hard0$r1!*/ K*$0led/eh(*/ry "(de*" b$$1" "(##l!e" #lace" $ "(dy a*d "ch$lar"h!#"2 Fr$) y$(h !* Bra!l $+!r" /e*era!$* "ch$lar" ed(ca!$*al #r$/ra)" !* l$cal c$))(*!!e" are $(r #r!$r!y2

ENIRONMENT

A lar/e #ar $r $(r rela!$*"h!# 0!h he 0$rld ar$(*d (" !" $(r rela!$*"h!# 0!h he #hy"!cal0$rld2 Wh!le 0e ha.e al0ay" "$(/h $ be "e*"!!.e $ he e*.!r$*)e* 0e )(" ("e $(r"!/*!+!ca* re"$(rce" a*d ca#ab!l!!e" $ #r$.!de ac!.e leader"h!# $* e*.!r$*)e*al !""(e"#ar!c(larly h$"e rele.a* $ $(r b("!*e""2 We 0a* he 0$rld 0e "hare $ be clea* a*dbea(!+(l2 We are al0ay" !**$.a!*/ $ br!*/ y$( d!++ere* del!c!$(" be.era/e"2 Th!" "a)e"#!r! $+ !**$.a!$* c$)e" al!.e !* $(r e*.!r$*)e* #r$/ra)"2 Were c$))!ed $

#re"er.!*/ $(r e*.!r$*)e* +r$) ("e $+ )$re ha* 9 b!ll!$* U2SJ a year !* recycl!*/c$*e* a*d "(##l!er" a*d e*.!r$*)e*

Ma*a/e)e* !*!!a!.e" d$0* $ .ery l$cal *e!/hb$rh$$d c$llec!$* a*d bea(!+!ca!$*e++$r"2 Here" a "a)#le $+ 0ha 0ere d$!*/ !* d!++ere* c$))(*!!e" ar$(*d he 0$rldre/ard!*/ he c$*"er.a!$* $+ 0aer a*d *a(ral re"$(rce" cl!)ae cha*/e" 0a"ee*.!r$*)e* ed(ca!$*2The C$caC$la "y"e) !* 3a1!"a* $#erae" hr$(/h e!/h b$ler"2 F$(r $+ 0h!ch are)a%$r!y$0*ed by C$caC$la Be.era/e" 3a1!"a* L!)!ed CCB3LJ2

44

8/14/2019 History 12.57



COMMUNITY INOLEMENT4

I* 9555 0he* ea"er* 3a1!"a* "(++ered !" 0$r" dr$(/h" The C$caC$la "y"e) !*!!aeda +a)!*erel!e+ #r$/ra) $ hel# .!c!)" a*d 0a" he +!r" #r!.ae"ec$r c$)#a*y $ a""!"2The C$caC$la "y"e) !* 3a1!"a* !*!!aed a .$l(*ary Ha%% #r$/ra) ha all$0" $*ee)#l$yee +r$) each #la* "eleced hr$(/h a dra0 $ be "e* $* he H$ly 3!l/r!)a/e $Mecca a he C$)#a*y" e-#e*"e2

TECHNOLOGICAL ARIABLES

Te%ho&o*i%"&"+i"7&es

S!+o*&(E$$e%!e.

So#e ,h"!E$$e%!e.

NoE$$e%!

So#e ,h"!E$$e%!e.

S!+o*&(E$$e%!e.

Ha.e b("!*e""

!**$.a!$*" e++ec!.ely

#r$)$ed y$(rb("!*e""

YES

Ha" he /$.er*)e*"re/(la!$*" e.er

h!*dered !* !)#$r!*/ech*!cal e,(!#)e*

YES

D$e" C$1e hel# !*#r$)$!*/ #a#erle""

e*.!r$*)e*

YES

C$*cl("!$* O+ Tech*$l$/!cal A*aly"!"

O+ c$(r"e business inno$ation lea.e" h!/hly /$$d !)#ac" !* he b("!*e"" $+ C$1e2 A" c$1e("e )$re ad.a*ce ech*$l$/y !* !" #r$d(c!$* #r$ce""2 I 0!ll re"(led !* !*cre)e* $+ he!r#r$d(c!$* hr$(/h $( he c$(*ry2

A" +ar a" he #'o$enmental indances& are c$*cer*ed he !)#ac" h!/hly bad $* c$1e"#r$d(c!$*2 E.er year 0he* b(d/e !* a**$(*ced /$.er*)e* a-e" rae" al0ay" "h$$ (#2Th!" a##r$ach $+ /$.er*)e* decrea"e" he #r$+! )ar/!* $+ C$1e2

A" he c$1e hel#!*/ !* #r$)$!*/ #aeless en$ionment& 2! !)#ac" /$$d beca("ec$)#(er" are he ba"!c *eed $+ a*y #er"$* *$0 a day"2 A*d h$(/h !" a b!/ !*d("ry "$ !!" #r$)$!*/ he re*d $+ #a#erle"" e*.!r$*)e*2 A*d ! !" /!.!*/ he 0ay $+ $her !*d("r!e"$ c$)e $ *e0 ech*$l$/!e" a*d !*$ a *e0 0$rld $+ b("!*e""2 Thr$(/h c$)#(er" c$1eca* !*crea"e he e++!c!e*cy $+ !" b("!*e"" a*d ca* ha.e (# $dae daa ab$( he!r#r$d(c!$*"2

45

8/14/2019 History 12.57



CONCLUSION4

C$caC$la *$ d$(b c$)e he hear bea $+ I*d!a2 C$caC$la !" $*e $+ he leader" !*"#$*"$r!*/ he )$" !)#$ra* hr!ll!*/ e.e*"2 E2/2 Cr!c1e )ache" c$*cer" a*d )a*y$her "$c!al $cca"!$*"2 E.e* a he #re"e* hey are $r/a*!!*/ a !asant +e"!.al +$r 0h!chhey b("!ly $r/a*!!*/ "(++

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“ Jo chaho ho jaye coca-

cola enjoy ”

Date post:	04-Jun-2018
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