Vanilla Coke in India - A


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Case Details:

Case Code : MKTA001
Case Length : 8 Pages
Period : 2003 - 2004
Pub Date : 2005
Teaching Note :Not Available
Organization : Coca Cola
Industry : Food and Beverage
Countries : India

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Background Contd...

Coca-Cola Ltd. Contd...

In 2003, international operations accounted for $12.43 billion of sales and $3.8 billion of profits. The flagship brand, Coca-Cola was arguably the world's most valuable brand contributing to nearly 70% of Coke's total sales.

Coca Cola's other famous brands included Coca-Cola Classic, Diet Coke (in various versions), Cherry Coke, Sprite, POWERaDE sports drinks and DASANI bottled water.

Coca Cola India

Coca-Cola had reentered India in 1993, after having withdrawn from the country in the late 1970s in the wake of the Foreign Exchange Regulation Act (FERA) of 1973.

After reentering India, Coca-Cola encountered several problems, causing a dent in the parent company's bottom line. In the early 2000s, the company launched a series of marketing initiatives that increased both its total sales volume and its market share.

Consequently, it received the prestigious Woodruff award for outperforming the dozen-odd emerging markets of Coca-Cola worldwide in growth and profitability during 2002. Coca Cola's repertoire of brands in India included Coke, Maaza, Thums Up, Limca, Fanta and powdered soft drink brand Sunfill...

Excerpts >>

2] Named after Robert W Woodruff, one of Coca-Cola's most influential chairmen who led the company for over 50 years.

  

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