price of honest(ea)
DESCRIPTION
team presentation - icfaiTRANSCRIPT
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PRICE OF HONESTY
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CSR
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HISTORY
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MISSION STATEMENT
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WHY STAKE SALE TO COCA-COLA? Constant struggle in reaching out to New Markets Insignificant presence in Supermarkets and
convenience stores No presence in overseas markets Less than 20% of population were reached. Focus on core business and not to spend time on
establishing and setting up distribution infrastructure National presence To create impact in the society by taking the brand
forward more aggressively To democratize organics Promote sustainable farming / fair trade practices to
help organic farmers
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STAKE SALE OUTCOME – HONEST TEA’S EXPECTATION
No intervention in management / business operations
No Change in its mission Create larger reach using Coke’s widely
available distribution network Provide socially responsible products to more
consumers To change the landscape of agriculture in tea
fields (2.5 mt versus 25mt)
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CUSTOMER REACTIONS
Signed a deal with devil Honesty is sold to a company sells and
promotes unhealthy drinks / known for environmental and labor abuses
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CUSTOMER REACTIONS
Why no unique solution to distribution when there is for other areas such as bottling plants, ingredients, etc.
Concern on ability to remain on their sustainable practices
Concern on all the green initiatives
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OTHER SIMILAR TAKEOVERS
Ben & Jerrys (Unilever) Tom’s of Maine (Colgate)
Burt’s Bees (Clorox)
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Thank You