Coca-Cola: A journey over 120 years old
04 Feb 2009
By Sarimul Islam Choudhury
‘Little drops of joy’ as they call it, soft drink and beverages brand Coca-Cola came into existence in 1886 in Atlanta, New York, USA. From selling only nine glasses of drinks a day initially, after a successful stint of operation for over 120 years, the company currently produces more than 10 billion gallons of drink a day and sells its products across 200 countries worldwide. With more than 450 brands, the company is one of the largest beverage companies in the world keeping the language of refreshment universal across the globe.
The product comes into existence:
It was1886 in New York Harbor when ...view middle of the document...
In the same year, the company took over ownership of the nation’s top soft-drink brand and bottling network of Ramesh Chauhan's Parle.
The brand earns loyality:
More often than not, the company has enthralled consumers in India by connecting itself with their passions including cricket, movies, music and food. Sponsoring the World Cup in 1996 and various other tournaments including the Coca-Cola Cup in Sharjah in the late nineties, the brand became popular and famous among urban Indian population. Further, the company, through its advertising campaigns like Jo Chaho Ho Jaye and Life ho to Aisi entered youth vocabulary. In 2002, Coca-Cola launched it's iconic campaign ‘Thanda Matlab Coca-Cola’ which helped the brand to make it India's favourite soft-drink brand ever. Celebrities including Karishma Kapoor, Srinath and Sourav Ganguly also helped the brand to reach the masses. The trend further continued with the associations of brand ambassadors like Aamir Khan and Hrithik Roshan.
Brands in its portfolio:
Coca-Cola is the most popular and biggest-selling soft drink brand with over 700 beverage products in its kitty. The products are categorised largely under seven heads including energy drinks, juices, soft drinks, sports drinks, tea and coffee and water. But the brand Coca-Cola is popular in and around for its soft drink ranges that include Coca-Cola, Thumbs Up, Sprite, Fanta, Limca and Maaza. While Kinley is the bottled water range of Coca-Cola, Georgia serves as a ready-to-drink canned coffee in over seven variants.
Growth trajectory in India:
Coca-Cola India is among the country’s top international investors. Since its inception, the company has been making significant investments to build and continually consolidate its business in the country, including new production facilities, waste water treatment plants, distribution systems and marketing channels. During the first decade of operation, the company invested over USD 1 billion in India and further pledged another USD100 million in 2003 for its operations. Not only that, Coca-Cola has entered the rural untapped market giving an impression to the industry that if an MNC does its homework well and gets its distribution mix right, it need not restrict itself to India's urban middle class. Coke now claims that 80 per cent of its new drinkers come from rural India, where per capita consumption has nearly doubled during the last few years. Currently, the company is operational with over 65 manufacturing locations across 18 states in India.
Products launched in 2008:
In the last year, the company has added eight new variants in its portfolio. Starting with espresso-based coffee Ilko in March 2008, the new products launched in the year include an antioxidant brand Nestea with green tea flavours, juice range Simply Orange, energy drink Full Throttle, chilled tea variety Gold Peak, NESTEA with red tea pomegranate passion fruit flavour, Sprite green and thirst quencher Odwalla.