The punch line “Thanda matlab Coca Cola” truly defines the reach and penetration of the cola drink in India. A cold drink in the sizzling summer invariably means a Coke! The Coca-Cola Company introduced a carbonated soft drink which is now widely available in stores, restaurants and through vending machines throughout the world. The company has made significant investments to ensure that the beverage is available to more and more people, even in the remote and inaccessible parts of the nation.
BLAZE TO BRILLIANCE
Coke revolutionised the cold drink market in India ever since it entered the fray in the early 1990s. In India, the Coca-Cola system is a wholly owned subsidiary of the Coca-Cola Company which manufactures and sells concentrate and beverage bases and powdered beverage mixes. It also operates through various licensed bottling partners who are authorised to prepare, package, sell and distribute beverages under certain specified trademarks of the Coca-Cola Company.
At the core of business in India, as in the rest of the world is their production and distribution network, which they call the “Coca-Cola System”. Globally, the Coca-Cola system includes the Company and bottling partners. The Coca-Cola Company manufactures and sells concentrate and beverage bases. Their authorised bottlers combine concentrate or beverage bases with sweetener (depending on the product), water or carbonated water to produce the final beverages.
ENGAGEMENT THAT ENTHRALS
The Coca-Cola Company has always placed high value on good citizenship. Their basic proposition entails that the company’s business should refresh the market, enrich the workplace, protect and preserve the environment and strengthen the community.
They leverage the unique strengths to actively support and respond to local needs – be it the need for education, health, water or nutrition.
The company competes in global markets with many substitutes for its products. It imports coca leaves as a flavor ingredient. They have used their distribution network for disaster relief, marketing prowess to raise awareness on issues such as PET recycling and their presence in communities to improve access to education and potable water.
What truly defines the Coca-Cola System, and indeed what makes it unique among businesses, is their ability to create value for customers and consumers.
1. The Coca-Cola system comprises of a wholly owned subsidiary of The Coca-Cola India Pvt. Ltd
2. Coke has worldwide recognition