project on coca cola.docx

7/25/2019 project on coca cola.docx

1/78

A SUMMER TRAINING PROJECT REPORT ON

Survey on consumer buying preferences of Beverges perceive! byre"i#ers in !e#$i

SUBMITTE% IN T&E PARTIA' (U'(I''MENT (OR T&E A)AR% O(

%EGREE O( MASTER IN BUSINESS A%MINISTRATION *+,-.,/

UN%ER T&E GUI%ANCE O(0

Ms12 Mr12 %r12 Prof1 SURB&I GUPTA

Assis"n" Professor2 Associ"e Professor2 Professor3 R%IAS

SUBMITTE% B40

AKSHAY KUMAR

ROLLNO.30180303914 BATCHNO. 2014-16

RU5MINI %E6I INSTITUTE O( A%6ANCE% STU%IES

An ISO 9001:2008 Certified Institute

NAAC Accrediated :A ,Category A+ Institute

7Approve! by AICTE3 &R% Minis"ry3 Gov"1 of In!i8Affi#i"e! "o

GuruGobin!Sing$In!rprs"$Universi"y3 %e#$i

*A 9 *B3 M!$ubn C$o:;3 Ou"er Ring Ro!3 P$se.,3 %e#$i.,,++


2/78

STU%ENT %EC'ARATION

This to c!ti"# th$t % h$& co'()t* th (!o+ct tit)* ,A s! o cos'!/#i (!"!cs o" B&!$s (!ci&* /# !t$i)!s i *)hi, *! th i*$c

o" ,Ms BUSHRA, i th ($!ti$) ")"i))'t o" th !i!'t "o! th $$!* o" th

*! o" ,M$st! i Bsiss A*'iist!$tio "!o' ,R'ii 5&i %stitt o"

A*&$c* St*is N 5)hi. This is $ o!ii$) o! $* % h$& ot s/'itt* it

$!)i! )sh!.

N$' 7 AKSHAY KUMAR

!o))'t No 7 30180303914


3/78


4/78

CERTI(ICATE 7(rom Gui!e8

This is to c!ti"# th$t th (!o+ct tit)* ,------- -------- is $ $c$*'ic o! *o

/# ,------------- s/'itt* i th ($!ti$) ")"i))'t o" th !i!'t "o! th

$$!* o" th *! o" ,M$st!s i Bsiss A*'iist!$tio "!o' ,R'ii

5&i %stitt o" A*&$c* St*is N 5)hi. *! '# i*$c $*

*i!ctio. To th /st o" '# o)* $* /)i" th *$t$ $* i"o!'$tio

(!st* /# hi' i th (!o+ct h$s ot / s/'itt* $!)i! )sh!.

5!.Ms::::.Asstt. ;!o".Associ$t ;!o".;!o"sso!R5%AS


5/78

AC5NO)'E%GEMENT

% o""! '# sic! th$s $* h'/) !$!*s to R'ii 5&i %stitt O" A*&$c*

St*is


6/78

CONTENTSStudent Declarationi

Certificate from Company.:::::...:::::::::::::....:....ii

Certificate from Guide.::::::...:::::::::::::....:....iii

Acknowledgement.........................................................................................................iv

Executive Summary::::::::::::::::::::::::..::&

A s''$!# st$t't *si* to (!o&i* $ ic o&!&i o" th ")) )th!(o!t o hich it is /$s*.

List of a!les.vi

List of Grap"svii

List of C"artsviii

List of A!!reviations# if anyix

CHA;TR 1 %NTRO5UCT%ON

1.1 A/ot th %*st!#

1.2 A/ot O!$i>$tio co'($# (!o"i)

1.1.1 COCA-COLA COM;ANY

1.1.2


7/78

CHA;TR 2 L%TRATUR R%D

2.1 Lit!$t! !&i

CHA;TR 3 RSARCH MTHO5OLO


8/78

This !(o!t h$s / (!($!* ith $ s(ci"ic (!(os i 'i*. %t ot)is th

histo!# $* c!!t sc$!io o" th Coc$-Co)$ Co'($# )o/$))# $* )oc$))#.

Th "i!st ($!t o" th st*# t$s s th!oh th (!st st$t o" $""$i!s o" th

/&!$ i*st!# $* Coc$-Co)$ Co'($# )o/$))#.

Th !(o!t cot$is $ /!i" it!o*ctio o" Coc$ Co)$ Co'($# $* Coc$-Co)$

%*i$ $* $ *t$i)* &i o" th t$ss hich h$& / *!t$ to $$)#>

th '$!t o" Coc$-Co)$ i.. h$& (!"o!'* Co'(titi& ;STL $*

SDOT $$)#sis o" Coc$-Co)$ Co'($# $* ;STL $* SDOT $$)#sis o"

Coc$-Co)$ %*i$ i o!*! to i*ti"# $!$s o" (otti$) !oth "o! Coc$-Co)$.

D h$& $)so i& $ /!i" *sc!i(tio o" T!*s $* ?o!cs th$t $! $""cti

Coc$-Co)$ Co'($# )o/$))#.

Th '$i o/+cti& o" this (!o+ct !(o!t is to $$)#> $* st*# i ""icit $#

th c!!t (ositio o" Coc$- Co)$ Co'($#. Th st*# $)so $i's to (!"o!'

M$!t A$)#sis o" Coc$-Co)$ Co'($# F "i* ot *i""!t "$cto!s ""ctith !oth o" Coc$-Co)$. Aoth! o/+cti& o" th st*# $s to (!"o!'

Co'(titi& $$)#sis /t Coc$-Co)$ $* its co'(tito!s. A($!t "!o' ths

o/+cti&s this st*# is $)so co*ct* to *!st$* th Csto'! (!"!cs

to$!*s &$!ios Coc$-Co)$ (!o*cts.


9/78

C&APTER ? ,

INTRO%UCTION

INTRO%UCTION TO IN%USTR4


10/78

Coc$-Co)$ th (!o*ct th$t h$s i& th o!)* its /st-o t$st $s /o! i At)$t$


11/78

IN%USTR4 PRO(I'E

A BRIE( INSIG&T . T&E BE6ERAGES IN%USTR4 IN IN%IA

?$st Mo&i Cos'!


12/78

(!o*ci co'($is to "o!')$t csto'!-ct!ic st!$tis. Ths ch$s h$* $ (ositi&

i'($ct )$*i to th !$(i* !oth i th BRAos i

&$!ios ($!ts o" th cot!# th$t itss* "i!'s 'o&i $$# "!o' otso!ci to

'$"$ct!i /# i&sti i th >os.

Thoh th $/so)t (!o"it '$* o BRA


13/78

B

E

V

E

R

A

G

E

S

A

L

C

O

H

O

L

I

C

C

A

R

B

O

N

A

T

E

D

C

O

L

A

N

O

N

-

C

O

L

A

N

O

N

-

C

O

L

A

N

O

N

-

C

A

R

B

O

N

A

TE

C

O

L

A

N

O

N

-

C

O

L

A

N

O

N

-

C

O

L

A

N

O

N

-

A

L

C

O

H

O

L

IC

C

A

R

B

O

N

A

T

E

D

C

O

L

A

N

O

N

-

C

O

L

A

N

O

N

-

C

O

L

A

N

O

N

-

C

A

R

B

O

N

A

TE

C

O

L

A

N

O

N

-

C

O

L

A

N

O

N

-

C

O

L

A

(ig *1+ BE6ERAGES IN IN%IA

Th /&!$ i*st!# is &$st $* th! &$!ios $#s o" s'ti it so $s to c$t! th

!iht (!o*ct to th !iht (!so. Th *i""!t $#s o" s'ti it $! $s "o))os7

A)coho)ic o-$)coho)ic $* s(o!ts B&!$s.

N$t!$) $* S#thtic B&!$s.

%-ho' cos'(tio $* ot o" ho' o (!'iss cos'(tio.

A is s't$tio i.. B&!$s "o! i*s "o! $*)ts $* "o! sio! citi>s.

S't$tio /$s* o th $'ot o" cos'(tio i.. hih )&)s o" cos'(tio

$* )o )&)s o" cos'(tio.

%" th /h$&io!$) ($tt!s o" cos'!s i %*i$ $! c)os)# otic* it co)* / o/s!&*

th$t cos'!s (!ci& B&!$s i to *i""!t $#s i.. B&!$s $! $ )=!# $*

th$t B&!$s h$& to / cos'* occ$sio$))#. Ths to (!c(tios $! th /ist

ch$))s "$c* /# th /&!$ i*st!#. % o!*! to )&!$ th /&!$ i*st!# it is

i'(o!t$t to $**!ss this iss so $s to co!$ !)$! cos'(tio $s )) $s $* to

'$ th i*st!# 'o! $""o!*$/).


14/78

?o! st!o st!$tic )'ts to ic!$s cos'(tio o" th (!o*cts o" th /&!$

i*st!# i %*i$ $!7

Th $)it# $* th cosistc# o" B&!$s *s to / h$c* so th$t cos'!s

$! s$tis"i* $* th# +o# cos'i B&!$s. Th c!*i/i)it# $* t!st *s to / /i)t so th$t th! is $ &!# st!o $* s$" ")i

th$t th cos'!s h$& hi) cos'i th B&!$s. Cos'! *c$tio is $ 'st to /!i ot /"its o" /&!$ cos'(tio

hth! i t!'s o" h$)th t$st !)$=$tio sti')$tio !"!sh't ))-/i o!

(!sti !)&$t to th c$to!#. Co''ic$tio sho)* / !)&$t $* t!*# so th$t cos'!s $! $/) to "i* $

$(($) to o ot (!ch$s $* cos'. Th /&!$ '$!t h$s sti)) to $chi& !$t! (t!$tio $* $)so $ i*! s(!$*

o" *ist!i/tio. %t is i'(o!t$t to )oo $t th ti! /&!$ '$!t $s $ /i

o((o!tit# "o! /!$* $* s$)s !oth i t! to $** ( to th o&!$)) !oth o" th

"oo* $* /&!$ i*st!# i th coo'#.

&ISTOR4

Th(!otot#(Coc$-Co)$ !ci( $s "o!')$t* $t th $) 5! $* Ch'ic$) Co'($# $

*!sto! i Co)'/s ico!(o!$t* it $s th Coc$ Co)$ Co'($#i 1888. Th s$' #$! hi) s""!i "!o' $
http://en.wikipedia.org/wiki/Prototypehttp://en.wikipedia.org/wiki/Columbus,_Georgiahttp://en.wikipedia.org/wiki/Georgia_(U.S._state)http://en.wikipedia.org/wiki/John_Pembertonhttp://en.wikipedia.org/wiki/John_Pembertonhttp://en.wikipedia.org/wiki/Coca_winehttp://en.wikipedia.org/wiki/Pemberton's_French_Wine_Cocahttp://en.wikipedia.org/wiki/Vin_Marianihttp://en.wikipedia.org/wiki/Vin_Marianihttp://en.wikipedia.org/wiki/Atlanta,_Georgiahttp://en.wikipedia.org/wiki/Atlanta,_Georgiahttp://en.wikipedia.org/wiki/Fulton_County,_Georgiahttp://en.wikipedia.org/wiki/Prohibitionhttp://en.wikipedia.org/wiki/Atlanta,_Georgiahttp://en.wikipedia.org/wiki/Georgia_(U.S._state)http://en.wikipedia.org/wiki/Georgia_(U.S._state)http://en.wikipedia.org/wiki/Cent_(currency)http://en.wikipedia.org/wiki/Cent_(currency)http://en.wikipedia.org/wiki/Cent_(currency)http://en.wikipedia.org/wiki/Soda_fountainhttp://en.wikipedia.org/wiki/Carbonated_waterhttp://en.wikipedia.org/wiki/Carbonated_waterhttp://en.wikipedia.org/wiki/Coca-Cola#cite_note-8http://en.wikipedia.org/wiki/Morphinehttp://en.wikipedia.org/wiki/Morphinehttp://en.wikipedia.org/wiki/Dyspepsiahttp://en.wikipedia.org/wiki/Dyspepsiahttp://en.wikipedia.org/wiki/Neurastheniahttp://en.wikipedia.org/wiki/Headachehttp://en.wikipedia.org/wiki/Impotencehttp://en.wikipedia.org/wiki/Atlanta_Journalhttp://en.wikipedia.org/wiki/Asa_Griggs_Candlerhttp://en.wikipedia.org/wiki/Coca_Cola_Corporationhttp://en.wikipedia.org/wiki/Columbus,_Georgiahttp://en.wikipedia.org/wiki/Georgia_(U.S._state)http://en.wikipedia.org/wiki/John_Pembertonhttp://en.wikipedia.org/wiki/Coca_winehttp://en.wikipedia.org/wiki/Pemberton's_French_Wine_Cocahttp://en.wikipedia.org/wiki/Vin_Marianihttp://en.wikipedia.org/wiki/Vin_Marianihttp://en.wikipedia.org/wiki/Atlanta,_Georgiahttp://en.wikipedia.org/wiki/Fulton_County,_Georgiahttp://en.wikipedia.org/wiki/Prohibitionhttp://en.wikipedia.org/wiki/Atlanta,_Georgiahttp://en.wikipedia.org/wiki/Georgia_(U.S._state)http://en.wikipedia.org/wiki/Cent_(currency)http://en.wikipedia.org/wiki/Soda_fountainhttp://en.wikipedia.org/wiki/Carbonated_waterhttp://en.wikipedia.org/wiki/Coca-Cola#cite_note-8http://en.wikipedia.org/wiki/Morphinehttp://en.wikipedia.org/wiki/Dyspepsiahttp://en.wikipedia.org/wiki/Neurastheniahttp://en.wikipedia.org/wiki/Headachehttp://en.wikipedia.org/wiki/Impotencehttp://en.wikipedia.org/wiki/Atlanta_Journalhttp://en.wikipedia.org/wiki/Asa_Griggs_Candlerhttp://en.wikipedia.org/wiki/Coca_Cola_Corporationhttp://en.wikipedia.org/wiki/Prototype


15/78

ooi $**ictio to 'o!(hi;'/!to so)* th !ihts $ sco* ti' to "o! 'o!

/siss'7 .C. M$#"i)*A.O. M!(h# C.O. M))$h# $* .H. B)oo*o!th. M$hi)

;'/!toGs $)coho)ic soCh$!)# ;'/!to/$ s))i his o &!sio o" th (!o*ct.

oh ;'/!to *c)$!* th$t th $' Coc$-Co)$ /)o* to Ch$!)# /t th oth! to

'$"$ct!!s co)* coti to s th "o!')$. So i th s''! o" 1888 C$*)! so)* his

/&!$ *! th $'s Y' Y' $* Ko. A"t! /oth "$i)* to c$tch o C$*)! st ot

to st$/)ish $ )$) c)$i' to Coc$-Co)$ i )$t 1888 i o!*! to "o!c his to co'(tito!s ot

o" th /siss. C$*)! (!ch$s* =c)si& !ihtsto th "o!')$ "!o' oh ;'/!to

M$!$!t 5o>i! $* Doo)"o) D$)!. Ho&! i 1914 5o>i! c$' "o!$!* to c)$i' h!si$t! o th /i)) o" s$) h$* / "o!* $* s/st $$)#sis h$s i*ic$t* oh

;'/!toGs si$t! $s 'ost )i)# $ "o!!# $s )).

% 1892 C$*)! ico!(o!$t* $ sco* co'($#Th Coc$-Co)$ Co'($#Ith c!!t

co!(o!$tioJ $* i 1910 C$*)! h$* th $!)ist !co!*s o" th co'($# /!* "!th!

o/sc!i its )$) o!iis. B# th ti' o" its 0th $i&!s$!# th *!i h$* !$ch* th

st$ts o" $ $tio$) ico i th USA. % 193 it $s c!ti"i* osh!/# R$//i To/i$s


16/78

(h$!'$cis i s'$)) $titis $s $ o&!-th-cot! !'*# "o! $s$ o! 'i)*)# (st

sto'$ch.

O A(!i) 23 198 Coc$-Co)$ $'i* 'ch (/)icit# $tt'(t* to ch$ th "o!')$o" th

*!i ith N Co. ?o))o-( t$st tsts !&$)* th$t 'ost cos'!s (!"!!* th

t$st o" N Co to /oth Co $* ;(si /t Coc$-Co)$ '$$'t $s (!($!* "o!

th (/)icGsost$)i$"o! th o)* *!i )$*i to $/$c)$sh. Th co'($# $& i to (!otsts

$* !t!* to $ &$!i$tio o" th o)* "o!')$ *! th $' Coc$-Co)$ C)$ssic o )# 10

198.

O ?/!$!# 200 th Coc$-Co)$ Co'($# $oc* th$t i th sco* $!t! o" 200

th# ()$* to )$ch $ 5it Co(!o*ct st* ith th $!ti"ici$) st!sc!$)os

th s$' st! c!!t)# s* i ;(si O. O M$!ch 21 200 it $oc* $oth!

*it (!o*ct Coc$-Co)$ P!o st* ($!t)# ith $ /)* o" $s($!t$'$* $cs)"$'

(ot$ssi'. % 200 Coc$-Co)$ /$ to s)) $ h$)th# so*$7 5it Co ith &it$'is

B6 B12 '$si' i$ci $* >ic '$!t* $s 5it Co ;)s. O )# 200 it $s

!&$)* th$t Coc$-Co)$ o)* !s' o(!$tios i %!$"o! th "i!st ti' sic th A!$/

L$/o#cott* th co'($# i 1968.

% A(!i) 200 i C$$*$ th $' Coc$-Co)$ C)$ssic $s ch$* /$c to Coc$-Co)$.

Th o!* C)$ssic $s t!c$t* /c$s N Co $s o )o! i (!o*ctio

)i'i$ti th * to *i""!ti$t /t th to. Th "o!')$ !'$i* ch$*.

% $$!# 2009 Coc$-Co)$ sto((* (!iti th o!* C)$ssic o th )$/)s o" 16-oc

/ott)s so)* i ($!ts o" th soth$st! Uit* St$ts. Th ch$ is ($!t o" $ )$!! st!$t#

to !+&$t th (!o*ctGs i'$. % No&'/! 2009 * to $ *is(t o&! ho)s$) (!ics

o" Coc$-Co)$ (!o*cts Costcosto((* !stoci its sh)&s ith Co $* 5it Co.

COMPAN4 PRO(I'E
http://en.wikipedia.org/wiki/Coca-Cola_formulahttp://en.wikipedia.org/wiki/Nostalgiahttp://en.wikipedia.org/wiki/Nostalgiahttp://en.wikipedia.org/wiki/Backlash_(sociology)http://en.wikipedia.org/wiki/Coca-Cola_formulahttp://en.wikipedia.org/wiki/Diet_Cokehttp://en.wikipedia.org/wiki/Diet_Cokehttp://en.wikipedia.org/wiki/Sugar_substitutehttp://en.wikipedia.org/wiki/Sucralosehttp://en.wikipedia.org/wiki/Sucralosehttp://en.wikipedia.org/wiki/Pepsi_Onehttp://en.wikipedia.org/wiki/Coca-Cola_Zerohttp://en.wikipedia.org/wiki/Aspartamehttp://en.wikipedia.org/wiki/Acesulfame_potassiumhttp://en.wikipedia.org/wiki/Acesulfame_potassiumhttp://en.wikipedia.org/wiki/Iraqhttp://en.wikipedia.org/wiki/Iraqhttp://en.wikipedia.org/wiki/Arab_Leaguehttp://en.wikipedia.org/wiki/Arab_Leaguehttp://en.wikipedia.org/wiki/Arab_Leaguehttp://en.wikipedia.org/wiki/Southeastern_United_Stateshttp://en.wikipedia.org/wiki/Costcohttp://en.wikipedia.org/wiki/Coca-Cola_formulahttp://en.wikipedia.org/wiki/Nostalgiahttp://en.wikipedia.org/wiki/Backlash_(sociology)http://en.wikipedia.org/wiki/Coca-Cola_formulahttp://en.wikipedia.org/wiki/Diet_Cokehttp://en.wikipedia.org/wiki/Sugar_substitutehttp://en.wikipedia.org/wiki/Sucralosehttp://en.wikipedia.org/wiki/Pepsi_Onehttp://en.wikipedia.org/wiki/Coca-Cola_Zerohttp://en.wikipedia.org/wiki/Aspartamehttp://en.wikipedia.org/wiki/Acesulfame_potassiumhttp://en.wikipedia.org/wiki/Acesulfame_potassiumhttp://en.wikipedia.org/wiki/Iraqhttp://en.wikipedia.org/wiki/Arab_Leaguehttp://en.wikipedia.org/wiki/Arab_Leaguehttp://en.wikipedia.org/wiki/Southeastern_United_Stateshttp://en.wikipedia.org/wiki/Costco


17/78

MISSION0

O! Ro$*'$( st$!ts ith o! 'issio hich is *!i. %t *c)$!s o! (!(os $s $

co'($# $* s!&s $s th st$*$!* $$ist hich ih o! $ctios $* *cisios.

To !"!sh th o!)*...

To is(i! 'o'ts o" o(ti'is' $* h$((iss...

To c!$t &$) $* '$ $ *i""!c.

6ISION0

O! &isio s!&s $s th "!$'o! "o! o! Ro$*'$( $* i*s &!# $s(ct o" o! /siss

/# *sc!i/i h$t * to $cco'()ish i o!*! to coti $chi&i sst$i$/) $)it#

!oth.

Peop#e0B $ !$t ()$c to o! h! (o() $! is(i!* to / th /st th# c$ /.

Por"fo#io0B!i to th o!)* $ (o!t"o)io o" $)it# /&!$ /!$*s th$t $tici($t

$* s$tis"# (o()Gs *si!s $* *s. Pr"ners0N!t! $ ii to! o" csto'!s $* s(()i!s toth! c!$t

't$) *!i &$). P#ne"0 B $ !s(osi/) citi> th$t '$s $ *i""!c /# h)(i /i)* $* s((o!t

sst$i$/) co''itis.

Profi"0 M$=i'i> )o-t!' !t! to sh$!o!s hi) /i 'i*") o" o! o&!$))

!s(osi/i)itis. Pro!uc"ivi"y0 B $ hih)# ""cti& )$ $* "$st-'o&i o!$i>$tio.

)INNING CU'TURE0

O! Dii C)t! *"is th $ttit*s $* /h$&io!s th$t i)) / !i!* o" s to '$

o! 2020 isio $ !$)it#.

'I6E OUR 6A'UES 0


18/78

O! &$)s s!& $s $ co'($ss "o! o! $ctios $* *sc!i/ ho /h$& i th o!)*.

'e!ers$ip0Th co!$ to sh$( $ /tt! "t!.

Co##bor"ion0 L&!$ co))cti& is.

In"egri"y0B !$).

Accoun"bi#i"y0%" it is to / itGs ( to '. Pssion0Co''itt* i h$!t $* 'i*.

%iversi"y0 As ic)si& $s o! /!$*s.

@u#i"y0Dh$t *o *o )).

(OCUS ON T&E MAR5ET0

?ocs o *s o" o! cos'!s csto'!s $* "!$chis ($!t!s.


19/78

i /ott)s. ?!th!'o! s)oi cos'! s(*i i CoGs )$! No!th A'!ic$ '$!t

co'(o*s th ch$)) o" ic!$si costs $* $ $ coo'ic &i!o't. ?i$))#

Coc$-Co)$ $!s $((!o=i'$t)# o" !& "!o' it!$tio$) s$)s =(osi it to

c!!c# ")ct$tioshich $! ($!tic)$!)# $*&!s ith $ st!o!U.S. 5o))$! IUS5J.

5s(it ths ch$))s Coc$-Co)$ h$s !'$i* (!o"it$/). Thoh th o-CS5 '$!t is

!oi ic)# th t!$*itio$) CS5 '$!t is sti)) )$! i t!'s o" /oth !&s $*

&o)' $* hih)# )c!$ti&. Th si> $* &$!it# o" KO@s o""!is i th CS5 c$to!#

co()* ith th ($!$)))* /!$* it# o" th Coc$-Co)$ t!$*'$! h$s $))o* KO to

'$it$i its sh$! o" this i'(o!t$t '$!t. KO h$s $)so !s(o** to cos'!s@ ch$i

t$sts ith o-CS5 (!o*ct )$chs $* $cisitios sch $s th$t o" 'i))io "o! th coti* !iht to s)) thi! (!o*cts "o))oi th co'($#Gs $cisitio o"

Coc$-Co)$ t!(!iss ICCJ. Th *$) co&!s th =t 20 #$!s ith $ o(tio to ! "o!

$ $**itio$) 20 #$!s.
http://www.wikinvest.com/wiki/Exchange_Rateshttp://www.wikinvest.com/wiki/U.S._Dollar_(USD)http://www.wikinvest.com/wiki/U.S._Dollar_(USD)http://www.wikinvest.com/wiki/Coca-Cola_Enterprises_(CCE)http://www.wikinvest.com/wiki/Coca-Cola_Enterprises_(CCE)http://www.wikinvest.com/stock/Coca-Cola_Company_(KO)#_note-6http://www.wikinvest.com/wiki/Coca-Cola_Enterprises_(CCE)http://www.wikinvest.com/wiki/Coca-Cola_Enterprises_(CCE)http://www.wikinvest.com/wiki/Coca-Cola_Enterprises_(CCE)http://www.wikinvest.com/wiki/PepsiCo_(PEP)http://www.wikinvest.com/wiki/Dr_Pepper_Snapple_Group_(DPS)http://www.wikinvest.com/wiki/Dr_Pepper_Snapple_Group_(DPS)http://www.wikinvest.com/wiki/Coca-Cola_Enterprises_(CCE)http://www.wikinvest.com/wiki/Exchange_Rateshttp://www.wikinvest.com/wiki/U.S._Dollar_(USD)http://www.wikinvest.com/wiki/Coca-Cola_Enterprises_(CCE)http://www.wikinvest.com/wiki/Coca-Cola_Enterprises_(CCE)http://www.wikinvest.com/stock/Coca-Cola_Company_(KO)#_note-6http://www.wikinvest.com/wiki/Coca-Cola_Enterprises_(CCE)http://www.wikinvest.com/wiki/Coca-Cola_Enterprises_(CCE)http://www.wikinvest.com/wiki/Coca-Cola_Enterprises_(CCE)http://www.wikinvest.com/wiki/PepsiCo_(PEP)http://www.wikinvest.com/wiki/Dr_Pepper_Snapple_Group_(DPS)http://www.wikinvest.com/wiki/Coca-Cola_Enterprises_(CCE)


20/78

TREN%S AN% (ORCES

T$e G#ob# Economic Recession T$re"ens Over## %emn!0

% 2008 $* 2009 th )o/$) coo'# h$s "$)) ito $ !cssio. Not +st th Uit* St$ts/t cot!is "!o' $)) o&! th o!)* h$& ")t th i'($cts o" th 2008 ?i$ci$) C!isis. This

'$# / $ (!o/)' "o! Co hich *!i&s $((!o=i'$t)# o" its s$)s "!o' otsi* No!th

A'!ic$. Sti)) th co'($# h$s (ositio* its)" )) i it!$tio$) '$!ts /oth

o!$ic$))# $* th!oh $cisitios sch $s th$t o" Chis +ic '$! Hi#$ "o! Q2.4

/i))io. Ho&! th co'($# $s sccss") ith its (!ch$s o" Hi#$ $s it /!o

$tit!st )$s i Chi$. O M$!ch 2010 CoGs CO s$i* th$t '!i '$!ts $!

/oci /$c ic! th$ 'o! *&)o(* '$!ts.

Ne: Aversion "o So! T$re"ens Min Business0

4 o" th Coc$ Co)$ Co'($#Gs (!o*cts $! c)$ssi"i* $s c$!/o$t* so"t *!is '$i it

($!tic)$!)# ssiti& to ch$s i *'$* "o! CS5. Cos'! *'$* "o! CS5 h$s /

$ti&)# $""ct* /# coc!s $/ot h$)th $* ))ss. This is t! $c!oss 'ost o" KOGs

'$!ts. Th! h$s / $ ic!$s i th '/! o" !)$tios !$!*i CS5 i th

Uit* St$ts i !s(os to th hiht* *si! "o! h$)th# "oo* cos'(tio.

% 2006 '$# st$t (/)ic schoo) s#st's /$* th s$) o" so"t *!is o thi! c$'(ss.

Th Ct! "o! Scic $* ;/)ic %t!st (!o(os* th$t $ $!i )$/) / ()$c* o $))

B&!$s cot$ii 'o! th$ 13 o" s$! (! 12-o> s!&i. This (!o(os$) o)* $""ct

$)) o-*it ")) c$)o!i *!is (!o*c* /# KO. Ths "$cto!s h$& *!i& $ shi"t i

cos'(tio $$# "!o' CS5 to h$)thi! $)t!$ti&s sch $s t$ +ics $* $t!.

Dithi th CS5 s't cos'!s h$& / 'o&i $$# "!o' s$!* *!is o(ti

ist$* "o! *it B&!$s hich *o ot !$))# cot$i $# s$! o! c$)o!is.

Thoh KO h$s / so'h$t s)o to !s(o* to this shi"t i cos'! (!"!cs it h$s

!ct)# / to ic!$s its *&)o('t o" /oth *it CS5 $* o-CS5 B&!$s. KO is

"$c* ith th t$s o" /$)$ci th !is o" io&$tios ith th )o !oth !$ts o"

st$/)ish* /!$*s $ (!*ic$'t "o! '$"$ct!s th!ohot th /&!$ i*st!#.

In"egr"e! Bo""#er S"r"egy Increses (#eibi#i"y0
http://www.wikinvest.com/wiki/2008_Financial_Crisishttp://www.wikinvest.com/wiki/Health_%26_Wellnesshttp://www.wikinvest.com/wiki/Health_and_wellnesshttp://www.wikinvest.com/wiki/Regulations?action=edithttp://www.wikinvest.com/wiki/Regulations?action=edithttp://www.wikinvest.com/wiki/Healthy_food_consumption?action=edithttp://www.wikinvest.com/wiki/Healthy_food_consumption?action=edithttp://www.wikinvest.com/wiki/2008_Financial_Crisishttp://www.wikinvest.com/wiki/Health_%26_Wellnesshttp://www.wikinvest.com/wiki/Health_and_wellnesshttp://www.wikinvest.com/wiki/Regulations?action=edithttp://www.wikinvest.com/wiki/Healthy_food_consumption?action=edit


21/78

A"t! CO N&i)) %s*)) $s /!oht ot o" !ti!'t i 2004 to !&i& th th ")$i

/&!$ '$! o o" th "i!st $!$s th$t h t$!t* "o! i'(!o&'t $s KOGs "!$#*

!)$tios ith its =tsi& to! o" /ott)!s. Sic coso)i*$ti $)) co'($#-o*

/ott)!s ito th Bott)i %&st'ts *i&isio %s*)) h$s coti* to ic!$s KOGs it!sti its /ott)!s th!oh st$ (!ch$ss o! ot!iht /#ots. This st!$t# !(!sts $

$i o" th *i&isio /t KOGs (!o*ctio $* *ist!i/tio o(!$tios. %s*))

/)i&s th$t /# co'/ii (!o*ctio $* *ist!i/tio o(!$tios th co'($# i)) h$&

h$c* its $/i)it# to ic)# !s(o* to ch$i '$!t co*itios. % KOGs 200 3

A$)#st c$)) %s*)) c!*it* th ot!iht (!ch$s o" Coc$-Co)$ Bott)!s ;hi)i((is ICCB;%J

"o! *o/)-*iit &o)' !oth i th$t cot!#. A**itio$))# KO h$s si* $!'ts

ith '$# o" its /ott)!s hich $))o th' to *ist!i/t *!is (!o*c* /# oth! co'($is.?o! =$'() Coc$-Co)$ t!(!iss ICCJ o *ist!i/ts A!i>o$ $ !$*#-to-*!i t$

'$* /# ?!o)ito )t$io F Sos $ A'!ic$ ic*-t$ co'($#. %s*)) ss ths

$!'ts $s $oth! $# o" t$i $*&$t$ o" th !$(i*)# !oi o-CS5 '$!t.

Bo""#e! )"er (##ing Ou" of (vour0

% 3 2009 5$s$i /ott)* $t!Gs !&s ")) /# *o/) *iits this *c!$s is '/)'$tic

o" th /ott)* $t! i*st!# $s $ ho). % Ast 2009 th D$)) St!t o!$) !(o!t* th$t

s$)s o" /ott)* $t! h$* "$)) "o! th "i!st ti' i "i& #$!s. Th co'/i$tio o" th

!cssio$* ((! c)$ss cos'!sG ic!$s* &i!o't$) cosciosss h$s )$* '$#

csto'!s to ct /$c o /ott)* $t! i "$&o! o" t$( $t! $* !s$/) cot$i!s.

?o))o

i this t!* $t )$st o to i D$shito st$t $* o i Ast!$)i$ h$& ot)$* th

s))i o" /ott)* $t! ithi thi! cit# )i'its. % 2008 /ott)* $t! $s th thi!* 'ost

(o()$! /&!$ I/hi* so*$ $* 'i)J /t co'($!* to 200 A'!ic$s cos'(tio

*c)i* "o! th "i!st ti' *o to 8. /i))io $))os "!o' 8.8 /i))io $))os. A)thoh this

is $ s'i)# s'$)) *c!$s i*st!# =(!ts *oGt =(ct /ott)* $t! to /oc /$c

$#ti' soo.

%o##r Affec"s In"ern"ion# Performnce0

Aoth! t!* $""cti Coc$-Co)$ is th !)$ti& st!th o" th U.S. 5o))$! IUS5J. A)thoh

th co'($# is /$s* i th US KO *!i&s $/ot o" its o(!$ti ico' "!o' otsi*
http://www.wikinvest.com/wiki/Coca-Cola_Enterprises_(CCE)http://www.wikinvest.com/wiki/U.S._Economic_Cycleshttp://www.wikinvest.com/wiki/U.S._Dollar_(USD)http://www.wikinvest.com/wiki/Coca-Cola_Enterprises_(CCE)http://www.wikinvest.com/wiki/U.S._Economic_Cycleshttp://www.wikinvest.com/wiki/U.S._Dollar_(USD)


22/78

Uit* St$ts. Bc$s o" this th co'($# is &!# ssiti& to th st!th o" th *o))$!. As

"o!i c!!cis $ !)$ti& to th *o))$! oo*s so)* i "o!i '$!ts $! s**)#

o!th "! *o))$!s /$c i th US )o!i $!is. Ths i" th *o))$! st!ths I$s it

*i* i th sco* h$)" o" 2008 $* 2009J it h$s $ $ti& ""ct o KOGs $!is. Coc$-

Co)$ =cti&s =(ct c!!c# ")ct$tios to $*&!s)# $""ct 309 o(!$ti ico' /#

10-12 $* 409 o(!$ti ico' /# hih si) *iits.

KO h$s /!o$* =(os! to "o!i c!!cis $* $cti&)# h*s $ )$! (o!tio o" ths to

$&oi* i* sis i $!is "!o' c!!c# ")ct$tios. A)thoh this h*i is)$ts

"!o' th (otti$) *osi* o" $ st!thi *o))$! it $)so )i'its )$!! $is "!o' *!$stic

*osis i th *o))$!Gs &$).

Commo!i"y Cos" (#uc"u"ions Affec" Mrgins0

Th Coc$-Co)$ Co'($#@s (!o"it$/i)it# c$ / $""ct* /oth *i!ct)# $* i*i!ct)# /# th

costs o" &$!ios (!o*ctio i(ts. KO its)" is !s(osi/) "o! (!ch$si th !$ '$t!i$)s

s* to '$ its coct!$ts $* s#!(s. $!i$tios i th (!ics "o! ths oo*s c$ $""ct

th co'($#@s tot$) cost o" (!o*ctio $s )) $s its (!o"it '$!is. Ch$s i th

(!o*ctio costs o" /ott)!s c$ $)so i'($ct KO@s (!o"it$/i)it# thoh i $ 'o! i*i!ct $#.

%" th !$ '$t!i$)s css$!# "o! /ott)i /co' 'o! =(si& th /ott)! '$# / "o!c*

to *!$stic$))# !$is (!ics to co'(s$t.

S

ch $ (!ic ic!$s o)* )i)# h!t KO i& th co'(titi& $t! o" th o-$)coho)ic

/&!$ i*st!# $* (!o&i* $ (ossi/) icti& "o! cos'!s to sitch to oth!

co'($is@ B&!$s.

A)'ii' co! $* ;T !si $! th! =$'()s o" sch (!o*ctio oo*s s* /#

/ott)!s th$t co)* h$& sii"ic$t /$!i o th Coc$-Co)$ Co'($#@s (!o"it '$!is. %

200 th (!ics o" ths co''o*itis !os *!$stic$))# ith !$) co''o*itis ///) $*

*!$'$tic$))# (!ss!* '$!is. Th# !c** i 2008 /t th (ossi/i)it# o" $oth!

sii"ic$t !is i Co''o*itis!(!sts $ cost$t th!$t to (!o"its.
http://www.wikinvest.com/wiki/Commoditieshttp://www.wikinvest.com/wiki/Profit_marginshttp://www.wikinvest.com/wiki/Profit_marginshttp://www.wikinvest.com/wiki/Aluminumhttp://www.wikinvest.com/wiki/Cornhttp://www.wikinvest.com/wiki/PET_resinhttp://www.wikinvest.com/wiki/PET_resinhttp://www.wikinvest.com/wiki/Commoditieshttp://www.wikinvest.com/wiki/Commoditieshttp://www.wikinvest.com/wiki/Profit_marginshttp://www.wikinvest.com/wiki/Aluminumhttp://www.wikinvest.com/wiki/Cornhttp://www.wikinvest.com/wiki/PET_resinhttp://www.wikinvest.com/wiki/Commodities


23/78

POTERS (I6E (ORCES

RI6A'R4 AMONG E>ISTING (IRMS0

Th !$tst co'(titio th$t Coc$-co)$ "$cs is "!o' th !i&$) s))!s ithi th i*st!#.

Coc$-Co)$ ;(si Co $* C$*/!# Sch((s $! $'o th )$!st co'(tito!s i this

i*st!# $* th# $! $)) )o/$))# st$/)ish* hich c!$ts $ !$t $'ot o" co'(titio.

Asi* "!o' ths '$+o! ()$#!s s'$))! co'($is sch $s Cott Co!(o!$tio $* N$tio$)

B&!$ Co'($# '$ ( th !'$ii '$!t sh$!. A)) "i& o" ths co'($is '$ $


24/78

(o!tio o" thi! (!o"its otsi* o" th Uit* St$ts.

Thoh Coc$-Co)$ os "o! o" th to( "i& so"t *!i /!$*s ICoc$-Co)$ 5it Co ?$t$

$* S(!itJ it h$* )o! s$)s i 200 th$ *i* ;(siCo IM!!$# 2006cJ. Ho&! Coc$-

Co)$ h$s hih! s$)s i th )o/$) '$!t th$ ;(siCo ;(siCo is th '$i co'(tito! "o!

Coc$-Co)$ $* ths to /!$*s h$& / i $ (o! st!) "o! #$!s IM!!$# 2006cJ.

Co h$s / 'o! *o'i$t ith $ 3 o" '$!t sh$! $s i 1999 co'($!* to ;(si ith

$ '$!t sh$! o" 21.

Acco!*i to B&!$ 5istGs 2008 !(o!t o c$!/o$t* so"t *!is ;(siCoGs U.S. '$!t

sh$! h$s ic!$s* to 30.8 hi) th Coc$-Co)$ Co'($#Gs h$s *c!$s* to 42. * to

;(si '$!ti sch's sti)) th hih! )$! $( /t th '$!t sh$! c$ / $tt!i/t*

to th "$ct th$t Coc$-Co)$ too $*&$t$ o" ;(si t!i th '$!t )$t $* h$s st ( its

/ott)!Gs $* *ist!i/tio to! s(ci$))# i *&)o(* '$!ts.

Th Coc$-Co)$ Co'($# is th )$!st so"t *!i co'($# i th o!)*. &!# #$!

800000000 s!&is o" +st Coc$-Co)$ $! so)* i th Uit* St$ts $)o. Bott)i ()$ts

ith so' =c(tios $! )oc$))# o* $* o(!$t* /# i*(*t /siss (o() ho

$! $ti& to th $tios i hich th# $! )oc$t*. Coc$-Co)$ '$"$ct!s *ist!i/ts $*

'$!ts o-$)coho)ic /&!$ coct!$ts $* s#!(s ic)*i "ot$i s#!(s.

%t s(()is coct!$ts $* /&!$ /$ss s* to '$ th (!o*cts $* (!o&i*s

'$$'t $ssist$c to h)( itGs /ott)!Gs s! th (!o"it$/) !oth o" thi! /siss.

This h$s (t ;(si $t $ sii"ic$t *is$*&$t$ co'($!* to US '$!t. O&!$)) Coc$-Co)$

cotis to ots)) ;(si i $)'ost $)) $!$s o" th o!)*. Ho&! =c(tios ic)* %*i$S$*i A!$/i$ $* ;$ist$.


25/78

B# 'ost $ccots Coc$-Co)$ $s %*i$Gs )$*i so"t *!i ti) 19 h it )"t %*i$ $"t!

$ o&!'t o!*!* Th Coc$-Co)$ Co'($# to t! o&! its sc!t "o!')$ "o! Co

$* *i)t its st$ i its %*i$ it $s !i!* /# th ?o!i =ch$ R)$tio Act

I?RAJ.

% 1988 ;(siCo $i* t!# to %*i$ /# c!$ti $ +oit &t! ith th ;+$/

o&!'t-o* ;+$/ A!o %*st!i$) Co!(o!$tio I;A%CJ $* o)t$s %*i$ Li'it*.

This +oit &t! '$!t* $* so)* Lh$! ;(si ti) 1991 h th s o" "o!i /!$*s

$s $))o*. ;(siCo /oht ot its ($!t!s $* ** th +oit &t! i 1994. % 1993

Th Coc$-Co)$ Co'($# !t!* i (!s$c o" %*i$Gs Li/!$)i>$tio (o)ic#. % 200 Th

Coc$-Co)$ Co'($# $* ;(siCo toth! h)* 9 '$!t sh$! o" so"t-*!i s$)s i

%*i$. Coc$-Co)$ %*i$Gs '$!t sh$! $s 2..

% Rssi$ ;(si iiti$))# h$* $ )$!! '$!t sh$! th$ Co /t it $s *!ct oc th

Co)* D$! **. % 192 ;(si Co Co'($# st!c $ /$!t! $!'t ith th o&!'t

o" th So&it Uio i hich ;(si Co $s !$t* =(o!t$tio $* Dst! '$!ti !ihts

to Sto)ich$#$ &o*$ i =ch$ "o! i'(o!t$tio $* So&it '$!ti o" ;(si-Co)$.

This =ch$ )* to ;(si-Co)$ /i th "i!st "o!i (!o*ct s$ctio* "o! s$) i th

U.S.S.R. ;(si $s o o" th "i!st A'!ic$ (!o*cts i th So&it Uio /c$' $ s#'/o)

o" th$t !)$tioshi( $* th So&it (o)ic#.

B!$* $' )o#$)t# is $oth! co'(titi& (!ss!. Th B!$* K#s Csto'! Lo#$)t#

L$*!s S! I2004J shos th /!$*s ith th !$tst csto'! )o#$)t# i $)) i*st!is.

5it ;(si !$* 1th $* 5it Co !$* 36th $s h$&i th 'ost )o#$) csto'!s to thi!

/!$*s. Th co'(titio /t !i&$) s))!s is to c!$t &$!itis o" so"t *!is

sch $s &$i))$ $* ch!!# i o!*! to ic!$s s$)s $* tti csto'!s.

;(si is ho&! t!#i to cot! this /# co'(ti 'o! $!ssi&)# i th '!i

coo'is h! th *o'i$c o" Co is ot $s (!ooc* ith th !oth i '!i

'$!ts sii"ic$t)# =(ct* to =c* th *&)o(* '$!ts !i&$)!# i it!$tio$)

'$!t is oi to / 'o! (!ooc*.


26/78

;(si $*&!tis'ts o"t "ocs* o c)/!itis choosi ;(si o&! Co s((o!ti

;(siGs (ositioi $s Th Choic o" $ N s $* (!o*ct to cos'!s $"t! co))cti /ott) c$(s

$* 12 o! 24 ($c /o= to(s th s/'itti co*s o)i "o! $ c!t$i '/! o" (oits.

Ho&! ;(siGs o)i ($!t!shi( ith A'$>o $))o* cos'!s to /# &$!ios (!o*cts

ith thi! ;(si ;oits sch $s '(3 *o)o$*s. Both Coc$-Co)$ $* co (!&ios)# h$* $

($!t!shi( ith th iTs Sto!.

POTENTIA' ENTRANTS0

N t!$ts $! ot $ st!o co'(titi& (!ss! "o! th so"t *!i i*st!#. Coc$-Co)$ $*

;(si Co *o'i$t th i*st!# ith thi! st!o /!$* $' $* !$t *ist!i/tio ch$)s.

% $**itio th so"t-*!i i*st!# is "))# s$t!$t* $* !oth is s'$)). This '$s it &!#

*i""ic)t "o! o t!$ts to st$!t co'(ti $$ist th =isti "i!'s.


27/78

Aoth! /$!!i! to t!# is th hih "i=* costs "o! $!hoss t!cs $* )$/o! $*

coo'is o" sc$). N t!$ts c$ot co'(t i (!ic ithot coo'is o" sc$). Ths

hih c$(it$) !i!'ts $* '$!t s$t!$tio '$ it =t!')# *i""ic)t "o! co'($is to

t! th so"t *!i i*st!# th!"o! t!$ts $! ot $ st!o co'(titi& "o!c.

C$(it$) !i!'ts "o! (!o*ci (!o'oti $* st$/)ishi $ so"t *!i

t!$*itio$))# h$& / &i* $s =t!')# hih. Acco!*i to i*st!# =(!ts this '$s

th )i)ihoo* o" (otti$) t!# /# ()$#!s it )o =c(t (!h$(s i 'ch )oc$)i>*

sit$tios th$t '$tt! )itt) to Co o! ;(si. Yt hi) this &i '$# !")ct co&tio$)

is*o' so' i*st!# o/s!&!s stio hth! $ ti' is co'i ith G $G

B&!$s s))i to ))-i"o!'* $* h$)th-i"o!'* $* h$)th-coscios cos'!s.

This iss $s /ii to !$/ th $tttio o" /oth Co $* ;(si i th s''! o"

1992 h th# /oth ! ot $/) to =()$i $ *!o( i thi! 1992 s$)s.

SUBSTITUTES0

N'!os B&!$s $! $&$i)$/) $s s/stitts "o! so"t *!is. Cit!s B&!$s $* "!it

+ics $! th 'o! (o()$! s/stitts. A&$i)$/i)it# o" sh)" s($c i !t$i) sto!s $s )) $s

$*&!tisi $* (!o'otio t!$*itio$))# h$s h$* $ sii"ic$t ""ct o /&!$ (!ch$si

/h$&io!. O&!$)) tot$) )ii* cos'(tio i th Uit* St$ts i 1991 ic)** Coc$-

Co)$Gs 10 sh$! o" $)) )ii* cos'(tio.

,?o! #$!s th sto!# i th o-$)coho)ic scto! ct!* o th (o! st!) /t Co

$* ;(si. Bt $s th (o( "iht h$s to((* ot th i*st!#Gs i$ts h$& / !)#i o

(!o*ct ")$&o!s $* )ooi to oc$!/o$t* B&!$s "o! !oth.

S/stitt (!o*cts $! thos co'(tito!s th$t $! ot i th so"t *!i i*st!#. Sch

s/stitts "o! Coc$-Co)$ (!o*cts $! /ott)* $t! s(o!ts *!is co"" $* t$ +ics tc.

Bott)* $t! $* s(o!ts *!is $! ic!$si)# (o()$! ith th t!* to / $ 'o! h$)th

coscios cos'!. Th! $! (!o!ssi&)# 'o! &$!itis i th $t! $* s(o!ts *!is

th$t $(($) to *i""!t cos'!Gs t$sts /t $)so $(($! h$)thi! th$ so"t *!is.

% $**itio co"" $* t$ $! co'(titi& s/stitts /c$s th# (!o&i* c$""i. Th

cos'!s ho (!ch$s $ )ot o" so"t *!is '$# s/stitt co"" i" th# $t to ( thc$""i $* )os th s$! $* c$!/o$tio.


28/78

B)** co""s $! $)so /co'i (o()$! ith th ic!$si '/! o" St$!/cs B$!ist$

$* CC5 sto!s th$t o""! '$# *i""!t ")$&o!s to $(($) to $)) cos'! '$!ts. %t is $)so

ch$( "o! cos'!s to sitch to ths s/stitts '$i th th!$t o" s/stitt (!o*cts

&!# st!o I5$t$'oito! 200J.

Th !oth !$t h$s / !ct)# c!itici>* * to th '$!t s$t!$tio o" so"t *!is.

5$t$'oito! I200J st$t* ,Looi $h$* *s(it so)i* !oth i cos'(tio th )o/$)

so"t *!is '$!t is =(ct* to s)iht)# *c)!$t !")cti st$$tio o" '$!t (!ics.

Th ch$ $tt!i/t* to th oth! !oi scto!s o" th o-$)coho)ic i*st!# ic)*i t$

F co"" is 11.8 $* /ott)* $t! is 9.3. S(o!ts *!is $* !# *!is $! $)so

=(ct* to ic!$s i !oth $s co'(tito!s st$!t $*o(ti (!o*ct )is.

;!o"it$/i)it# i th so"t *!i i*st!# i)) !'$i !$th! so)i* /t '$!t s$t!$tio h$s

c$s* $$)#sts to ss(ct $ s)iht *c)!$tio o" !oth i th i*st!# I200J. Bc$s o"

this so"t *!i )$*!s $! st$/)ishi th's)&s i $)t!$ti& '$!ts sch $s th s$c

co"ctios /ott)* $t! $* s(o!ts *!is i*st!is.

% o!*! "o! so"t *!i co'($is to coti to !o $* ic!$s (!o"its th# i)) * to

*i&!si"# thi! (!o*ct o""!is. So i o!*! to co'(t ith th s/stitts i*st!# coc$-

co)$ h$s *i&!si"i* "!o' +st c$!/o$t* *!i i*st!# to oth! s/stitt $* so h$& oth!

/!$*s )i ;(si 5! (((!S$(().

BARGANING PO)ER O( BU4ERS0

%*i&i*$) cos'!s $! th )ti'$t /#!s o" so"t *!is. Ho&! Co $* ;(siGs !$)

G/#!sG h$& / )oc$) /ott)!s ho $! "!$chis* -o! $! o* s(ci$))# i th c$s o"

Co- to /ott) th co'($isG (!o*cts $* to ho' $ch co'($# s))s its ($tt* s#!(s

o! coct!$ts. Dhi) Co $* ;(si iss thi! "!$chis ths /ott)!s $! i ""ct th

Gco*itG th!oh hich ths it!$tio$) co)$ /!$*s t to )oc$) cos'!s

Th!oh th $!)# 1980Gs CoGs *o'stic /ott)!s ! t#(ic$))# i*(*t "$'i)#

/sisss *!i&i "!o' "!$chiss iss* $!)# i th ct!#. ;(si h$* $ co))ctio o"

si'i)$! "!$chiss ()s $ " )$! "!$chiss th$t o* '$# )oc$tios. Uti) 1980 Co

$* ;(si ! so'h$t !st!ict* i oi /ott)i "$ci)itis hich $s &i* $s $


29/78

!st!$it o" "! t!$*. i''# C$!t! $ Co "$ ch$* th$t /# sii )is)$tio to $))o

so"t-*!i co'($is to o /ott)i co'($is o! t!!ito!is ()s (ho)*i th t!!ito!i$)

it!it# o" so"t-*!i "!$chiss sho!t)# /"o! h )"t o""ic.

A)so th th! 'ost i'(o!t$t ch$)s "o! so"t *!is $! s(!'$!ts "ot$i s$)s $*

&*i. % 198 s(!'$!ts $ccot* "o! $/ot 40 o" tot$) U.S. so"t *!i i*st!#

s$)s "ot$i s$)s !(!st* $/ot 2 $* &*i $ccot* "o! $((!o=i'$t)# 13.

Oth! !t$i)!s !(!st th !'$ii (!ct$.

Dhi) /oth Coc$-Co)$ $* ;(si *ist!i/t thi! /ott)* so"t *!is th!oh $ to! o"

/ott)i co'($is Coc$-Co)$ ss its o to! o" ho)s$)!s "o! thi! "ot$i s#!(

*ist!i/tio $* ;(si *ist!i/ts its "ot$i s#!( th!oh its /ott)!s.

BARGANING PO)ER SUPP'IERS0

Th (!ici($) !$ '$t!i$) s* /# th so"t-*!i i*st!# i th Uit* St$ts is hih

"!ctos co! s#!( $ "o!' o" s$! hich is $&$i)$/) "!o' '!os *o'stic so!cs.

Th (!ici($) !$ '$t!i$) s* /# th so"t-*!i i*st!# otsi* th Uit* St$ts is

sc!os. %t )iis is $&$i)$/) "!o' '!os so!cs.

Aoth! !$ '$t!i$) ic!$si)# s* /# th so"t-*!i i*st!# is $s($!t$' $ sti

$t s* i )o-c$)o!i so"t-*!i (!o*cts. Uti) $$!# 1993 $s($!t$' $s $&$i)$/)

"!o' +st o so!c -th Nt!$St Co'($# $ s/si*i$!# o" th Mos$to Co'($#- i

th Uit* St$ts * to its ($tt hich =(i!* $t th * o" 1992.

Co '$$!s h$& )o h)* G(o!G o&! s$! s(()i!s. Th# &i th !ct)# =(i!*

$s($!t$' ($tts $s o)# h$ci thi! (o! !)$ti& to s(()i!s.

PESTE' ANA'4SIS O( COCA.CO'A IN%IA

;STL st$*s "o! Po)itic$) Ecoo'ic Soci$) Tcho)oic$) '$) $* E&i!o't$). %t

is $ too) th$t h)(s th o!$is$tios "o! '$i st!$tis $* to o th ETRNAL

&i!o't i hich th o!$is$tio is o!i $* is oi to o! i th "t!.

Po#i"ic# (c"ors0


30/78

&is"oric#

Coc$ Co)$ %*i$ $s th )$*i so"t *!i /!$* i %*i$ ti)) 19 h it )"t !$th! th$

!&$)i its "o!')$ to th o&!'t. Th# !-t!* th cot!# i 1993. Ho&! th

(!i'$!# /$!!i! "o! Coc$-Co)$@s t!# ito th %*i$ '$!t $s its (o)itic$) &i!o't.

5s(it th )i/!$)i>$tio o" th %*i$ coo'# i 1991 $* it!o*ctio o" th N

%*st!i$) ;o)ic# to )i'i$t /$!!i!s sch $s /!$c!$c# $* !)$tio th! $s sti)) $ )ot

o" (!otctiois'. %*i$@s ($st (!o'otio o" ,%*ios $&$i)$/i)it# o! ,S$*shi

'o&'t *(ict* its $""iit# "o! )oc$) (!o*cts. 5 to %*i$@s ss(icio o" "o!i

/siss t!i %*i$ '$!ts Coc$ Co)$ !ci&* $)i st$ts its !-t!#. This $* so'

o" th (o)icis i'(os* o "o!i t!(!iss (!o&* $s $ hi*!$c to th !oth o" th

co'($# i th cot!#. To '$ this o!s th (o)icis ! ith! c)$! o!

ch$i.

?o! =$'() "o!i /sisss ! ot $))o* to '$!t thi! (!o*cts *! th s$'

$' i" s))i ithi th %*i$ '$!t. Ths Coc$ Co)$ h$* to / ch$* to Coc$ Co)$

%*i$ I$* ;(si h$* to / !$'* to Lh$! ;(siJ. Ho&! th 'ost cot!o&!si$) $* /#

"$! th 'ost *$'$i $s h Coc$-Co)$ $s "o!c* to si $ $!'t to s)) 49 o"

its it# i o!*! to /# ot %*i$ /ott)!s. 5 to th )$c o" cosistc# i th )$)

$s(cts 'o! i'(o!t$c $s /i i& to )o//#i th (o)itici$s.

Recen" Scenrio

5!i !ct ti's Coc$ Co)$ %*i$ h$s "$c* its "$i! sh$! o" (!o/)'s. O Ast th

2003 Th Ct! "o! Scic $* &i!o't ICSJ $ $cti&ist !o( i %*i$ "ocs* o

&i!o't$) sst$i$/i)it# isss Is(ci"ic$))# th ""cts o" i*st!i$)i>$tio $* coo'ic

!othJ iss* $ (!ss !)$s st$ti7 12 '$+o! co)* *!i /!$*s so)* i $* $!o* 5)hi

cot$i $ *$*)# coct$i) o" (stici* !si*s. Acco!*i to tsts co*ct* /# th ;o))tio

Moito!i L$/o!$to!# I;MLJ o" th CS "!o' A(!i) to Ast th! s$'()s o" t)&

;(siCo $* Coc$-Co)$ /!$*s "!o' $c!oss th cit# ! "o* to cot$i (stici* !si*s

s!($ssi )o/$) st$*$!*s /# 30-36 ti's.

This h$* $ $*&!s i'($ct o th s$)s o" Coc$ Co)$ ith $ *!o( o" $)'ost 30-401 i o)#

to s o th h)s o" $ "i&-#$! !oth t!$+cto!#. M$# )$*i c)/s !t$i)!s

!st$!$ts $* co)) c$'(ss $c!oss th cot!# h$* sto((* s))i Coc$-Co)$. This


31/78

th!$t* th )# $chi&* )$*!shi( $tt$i* o&! ;(si * to $ sccss") '$!ti

c$'($i.

Bt this $s ot th * o" Coc$ Co)$@s t!o/)s. Th! $s i*s(!$* *iscott $!o*

'$# o" thi! ()$ts. ?o! =$'() i ;)$chi'$*$ K!$)$ th co''itis i $* $!o* th

Coc$ Co)$ ()$t /)$'* th "$cto!# "o! thi! $t! (!o/)'s. 5 to this th )oc$) ;$ch$#$t

*ci** ot to ! th )ics iss* to Coc$ Co)$ to ,(!otct (/)ic it!st. Th

co'($# h$s $)so / $ccs* o" i))$))# occ(#i $ (o!tio o" th &i))$ (!o(!t#

!so!cs i Mh*i$+ $! $!$$si. Ho&! th! $! c!t$i (ositi&s $s )) ith $ 22

(!ct ic!$s i its it c$s &o)' )$st $!t!.

Economic An#ysis0

Th %*i$ coo'# sst$i* th )o/$) coo'ic s)o*o i th (!&ios #$! $* h$s

sho $ t!'*os coo'ic !oth. %t sho* 8.6 o" !oth i th )$st $!t! o" 2009-

10 $s co'($!* to .8 s$' ti' i th (!&ios #$!. %t h$s '!* $s $ $tt!$cti&

coo'# to i&st i $s '$# o((o!titis h$s / !coi>*.

Economic gro:"$

%*i$ is !$* sco* i coo'ic !oth +st /hi* Chi$. A$)#sts h$& s$i* th$t %*i$i)) / th thi!* /ist coo'# o" th o!)* i th co'i #$! /hi* Chi$ $* USA.

Dith coo'ic !oth '$# o((o!titis h$& / s hich h$& $tt!$ct* '$#

"o!i i&sto! to th co'($#.

Coc$ co)$ %*i$ !t!* to th cot!# i 1993 *s(it " (!o/)'s i th st$!t th# h$&

'!* $s th i o" so"t *!i i*st!# i %*i$. Th st!o coo'ic !oth o" %*i$ h$s

!s)t* i coc$ co)$ to i&st h$&i)# i s$)s $* *ist!i/ti& ch$)s. %t h$s it!o*c* to

(!o*cts Ni'/ ?!sh $* $ !# *!i B!@.

Coc$ co)$ !ist!* 22 !oth i thi! it c$s &o)' i th sco* $!t! IA(!i)-J.

%t is th 16thcoscti& $!t! o" sch !oth ot o" hich 13 $! *o/) *iit. Coc$ co)$

%*i$@s !oth is i cot!$st to its o&!$)) (!"o!'$c th /&!$ i !(o!t* $ !oth

o" +st Io!)*i*J i th s$' $!t!.


32/78

Inf#"ionry effec"s

%")$tio is o o" th '$i (!o/)'s th$t %*i$ coo'# h$s / "$ci "o! $ #$! o.

Risi (!ics i th "oo* $* oth! (!o*cts *os@t o)# ""ct th cos'!s it $)so h$s $

$*&!s ""ct o $ co'($#. Th i")$tio !$t "o! th #$! 2009 $s !co!** to / 11.49.

As (!ics h$& o ( i %*i$ "o! &$!ios (!o*cts s(ci$))# oi) th! h$s /

c!t$it# i *cisio '$i o" $)'ost &!# co'($#. Coc$ co)$ %*i$ h$s $)so /

$""ct* /# th s$' it h$s / "o!c* to thi $/ot thi! i(t costs $s th# h$& /

!isi * to i")$tio. Thi! =(*it! h$s / !isi ith 'o! costs i s$)$!is

*ist!i/tio ch$)s $* oth! o(!$ti costs. B&!$ i*st!# /i (!ic co'(titi&

'$!t th# h$& ot !&is* thi! (!o*ct (!ics.

Ec$nge r"e

Th =ch$ !$t o" !( to US 5o))$! h$s / st$/) /t i th (!&ios 'oths th !$t

h$s h$* $ t')tos (!io*. =ch$ !$t *t!'is $t h$t (!ic i)) th co'($# =(o!t

its (!o*cts $* i'(o!t h$t&! is !i!* /# it. Th (!&ios #$! th !$t o" !( to

US5 toch* 44 o $ $&!$ it h$s / $!o* 4 so th =(o!ts $!* )ss $* th

i'(o!ts cost 'o!. Th!"o! coc$ co)$ %*i$ h$* to /$! so' )o (!o"it$/) ti's.

Ho&! i th (!st sc$!io !$ts h$& !$ch* $ st$/) )&) $* =(o!ts $! o $

ic!$si t!*.

Soci# An#ysis0

Coc$- Co)$ !t!* to %*i$ i 1993 $"t! $ 16 #$! hi$ts $'i*st co'(titio "!o' Lh!

;(si hich h$* th $*&$t$ o" t!i th cot!# #$!s $!)i!. %iti$))# it st!)* to

"i* $cc(t$c $s th! ! $)!$*# oth! /!$*s sch $s ;$!)@s Th's U( hich =ist* i

th '$!t. Coc$-Co)$ h$* $!)i! "ocss* 'o! o th A'!ic$ $# o" )i" i thi!

$*&!tisi c$'($is hich th %*i$ cos'!s co)* ot i*ti"# ith. A)so th# *i*

ot "ocs o co'(titio "!o' oth! $)t!$ti&s sch $s )'o$* L$ssi tc.

Ths (!o*cts h$* / $!o* "o! ct!is $* ! $)so ch$(! $)t!$ti&s to Coc$-

Co)$. Ho&! this ! /!oht *! cot!o) h Th's U( $s /oht o&! /# Coc$

Co)$ $* 'o! $tttio $s ($i* /# th co'($# o thi! '$!ti 'i=.

Dith th )o!i o" thi! (!ics /# $)'ost 1-20 it!o*ctio o" ! (!o*cts hich

$(($)* to th %*i$ t$sts 'o! i&st't i '$!t !s$!ch $* "ocssi o th t$!t

!o( o" 18-24 #$! o)*s th# ! $/) to ic!$s thi! '$!t sh$! $* /i)* /!$*


33/78

)o#$)t#.

Coc$ Co)$ to*$# h$s '$* sii"ic$t i&st'ts to /i)* its /siss i %*i$. %t h$s $)so

!$t* '()o#'t "o! $)'ost 12000 (o() i !)$t* i*st!# th!oh its

(!oc!'t s(()# $* *ist!i/tio c#c)s.

Th so"t *!i i*st!# to*$# is !oi st$*i)# * to th /oo'i coo'# st!th*

'i**) c)$ss $* )o (! c$(it$ cos'(tio. Dith th ic!$s i h$)th cosciosss

$'o th !/$ cos'!s th co'($# h$s it!o*c* ! (!o*cts sch $s 5it Co

hich cot$i )ss! c$)o!is th$ o!*i$!# Coc$ Co)$. This is $)so !s(osi/) "o! th

co'($# shi"ti "ocs "!o' c$!/o$t* *!is to ?!it 5!is ics $* /ott)* $t!.

Th !!$) '$!t h$* $)so / i*ti"i* /# Coc$-Co)$ %*i$ $s $ $tt!$cti& t$!t ith

$)'ost 0 o" th cot!#@s (o()$tio. Th co'($# h$s !co!** sii"ic$t !oth i

!ct #$!s

Coc$ Co)$ %*i$ h$s $)so t$ '$# iiti$ti&s $s $ !s(osi/) co!(o!$t citi> /# t#i (

ith '$# N$ $$' ($$ $* $)so $

M$$>$ '$o 'i) *!i $* is =()o!i o(tios to t! c$to!is i %*i$ sch $s

+ics i )oc$)is* ")$&o!s !# *!is s(o!ts *!is $* ")$&o!* $t!. Ths iiti$ti&s

$! /i t$ /# th co'($# to "!th! =($* thi! (!o*ct (o!t"o)io.

Dith th ic!$si i'(o!t$c o" 360 *! '*i$ too)s $* o&!$)) $* s(* o soci$)

'*i$ sts )i)# to !o /# $)'ost 44 Coc$-Co)$ h$s ic!$s* $* s(* o th it!t.

C$s i (oit is th !ct 2009 S(!it c$'($i hich $s "i!st )$ch* o th it!t.

Environmen"# An#ysis0

Coc$ Co)$ h$s $!* $ tit) o" &i!o't "!i*)# co'($# $* Coc$ Co)$ %*i$ too h$s"o))o* i th "ootst(s. Coc$ Co)$ %*i$@s Co!(o!$t Soci$) Rs(osi/i)it# ICSRJ is $


34/78

iiti$ti& th$t (!io!iti>s '$# soci$) $* &i!o't$) isss o o" th' /i $t!

cos!&$tio@. Th# s((o!t '$# co''it# /$s* !$i$t! h$!&sti (!o+cts $* h)(

)*i cos!&$tio *c$tio.

Th co'($# h$s '$* s! th$t th "o))oi i*$s $! cosi*!* *!i thi! o(!$tios7

1. &i!o't$) * *i)ic /"o! $ci!i )$*

2. &i!o't$) i'($ct $ssss't /"o! co''ci (!o+ct

3.

6. Co'()i$c ith $)) !)$to!# &i!o't$) !i!'ts

. !# cos!&$tio (!o!$'s

B# "o))oi ths i*)is Coc$-Co)$ %*i$ h$s h)(* th &i!o't ith cosistt

(!o"its $* sccss. Th# s to (!o&i* )$*!shi( i th! *i""!t $!$s ths $! $s

"o))os7

1. D$t! ""icic# $* $t! $)it#

2. !# ""icic#

3. )i'i$ti o! 'ii'i>i so)i* $st.

Thoh

/i $ &i!o't$) "!i*)# co'($# Coc$ Co)$ %*i$ h$* to "$c its sh$! o"

cot!o&!sis. O 4th?/!$!# 2003 Ct! o" Scic $* &i!o't i %*i$ !)$s* $

!(o!t /$s* o =(!i't *o /# ;o))tio Moito!i L$/o!$to!#. % th =(!i't th#

tst* 1 ($c$* *!ii $t! /!$*s $* "o* th$t Coc$ Co)$@s Ki)# h$s 1 ti's

'o! (stici* !si*$) )&)s th$ th sti()$t* o!'s Bis)!i h$* 9 ti's $* A$()s

h$* 109 ti's.

Th '$i )$ o&!i th "oo* s$"t# is th 194 ;!&tio o" "oo* $)t!$tio $ct hich

st$t* th$t (stici*s sho)* ot / (!st i $# "oo* it' /t *i* ot h$& )$ $$ist(stici*s /i (!st i so"t *!is. Ho&! th ?oo* ;!ocssi O!*! 19 st$t* th$t


35/78

th '$i i!*it s* i so"t *!is 'st / (ot$/) $t!@ /t th B!$ o" %*i$

St$*$!*s h$* o (!sc!i/* st$*$!*s "o! (stici*s i $t!.

Bt )$t! it $s "o* th$t B%S h$* st$t* th$t (stici*s sho)* ot / (!st o! it sho)* ot

=c* 0.001 ($!t (! 'i))io. ?!th! th h$)th 'iist!# o" %*i$ $*'itt* th$t th! !

)$(ss i ;?A !$!*i c$!/o$t* *!is@.

(ig *1* GRAP& O( PESTICI%ES IN SO(T %RIN5S IN IN%IA

'eg# An#ysis0

As th %*i$ cos'! is tti 'o! *c$t* th o&!'t is $)so ($#i s(ci$)

$tttio to cos'! )$s. % th ($st th! ! ot so '$# )$s (!otcti th /"its to

th cos'! /t o &!# /siss h$s to o /# th )$ $* "i= thi! o(!$tios st!$tis

so $s to s$tis"# thi! cos'!s $* '()o#s. K(i i 'i* th cos'! )$s

'()o#'t )$s $tit!st )$ *isc!i'i$tio )$s tc. $ /siss sho)* ()$ ot

&!#thi.

Consumer ':s

% th (!st sc$!io cos'! is th i i" $ (!o*ct is *"cti& ot 'ti th st$t*

st$*$!*s $ cos'! c$ co'()$i $$ist th '$"$ct!!. Co'()$ii $* tti th

&!*ict th co!t h$s '$* &!# "$st $* ""icit $s o&!'t o" %*i$ h$s ist$))*

cos'!s co!ts. Thi! '$i +o/ is to s th$t th cos'! /"its $! /i 't o! ot.

Dh (!o*ci thi! B&!$s Coc$ Co)$ %*i$ h$s to '$ s! th$t th# h$& !itt


36/78

(!ic '$"$ct!i *$t =(i!# *$t /$tch o t!itio$) "$cts $! !itt o th ($c*

(!o*ct.

Emp#oymen" ':s

Miist!# o" L$/o! '$s th )$s "o! (!o(! '()o#'t i th cot!#. Th# h$&

sti()$t* o!'s o '()o#i (o() "!o' th cot!# $* tti =($t!i$ts i th

co'($# $s )). %*i$ h$s st!ict )$s $$ist '()o#i chi)* )$/o!. Bi $ '$)

*o'i$t* socit# th 'iist!# h$s '$* s! th$t "'$) '()o#s $! t!$t* ith !s(ct

$* i& $) i'(o!t$c $t th o! ()$c. &!# "i)* o" o! h$s ot its o $

ths $! to 't th o!'s $* )$s st /# th )$/o! 'iist!#. Dh '()o#i $#o

coc$ co)$ %*i$ c$ot *isc!i'i$t o soci$) !io$) o! $# !$cists@ /$sis. %" it is "o* th$t

th co'($# h$s / &io)$ti th )$ it h$s to "$c st!ict $ctio $* "is.

&e#"$ n! sfe"y #:s

As coc$ co)$ (!o*cs $ (!o*ct th$t is cos'* /# th cos'! $s $ "oo* it' th! $!

)$s th$t th co'($# 'st $/i* /# h (!o*ci it. Miist!# o" ?oo* ;!ocssi

%*st!is '$s $* o&!ss th )$s $* o!'s "o! th "oo* (!ocssi i*st!is.

Th %*i$ ;$!)i$'t h$s !ct)# ($ss* th ?oo* S$"t# $* St$*$!*s Act 2006 th$t

o&!!i*s $)) oth! "oo* !)$t* )$s.

%t i)) s(ci"ic$))# !($) iht )$s7

Th ;!&tio o" ?oo* A*)t!$tio Act 194.

Th ?!it ;!o*cts O!*! 19.

Th M$t ?oo* ;!o*cts O!*! 193.

Th t$/) Oi) ;!o*cts ICot!o)J O!*! 194.

Th *i/) Oi)s ;$c$i IR)$tioJ O!*! 1998.

Th So)&t =t!$ct* Oi) 5 oi)* M$) $* *i/) ?)o! ICot!o)J O!*! 196.

Th Mi) $* Mi) ;!o*cts O!*! 1992.

ssti$) Co''o*itis Act 19 !)$ti to "oo*.

?!o' o o th $ct st$/)ishs $ !)$to!# /o*# th ?oo* S$"t# $* St$*$!*s Atho!it#

o" %*i$. A#thi th$t coc$ co)$ '$s h$& to '$ $cco!*i)# to th )$s. Th# h$& to

chc th iht &o)' $* i!*its o" th (!o*ct. Th =(o!t o! th i'(o!t o" th


37/78

(!o*cts /# th co'($# h$s to 't th $)it# st$*$!*s sti()$t* /# th )$.

An"i."rus" #:

Th Co'(titio Co''issio o" %*i$ $s '$* *! th %*i$ Co'(titio Act 2002

Moo(o)is Rst!icti& $* T!$* ;!$ctics Act 1969 $s !()$c* /# it. This co''itt

)oos $"t! $)) th isss !$!*i thic$) '$s o" *oi /siss co'(titio isss $*

$# *is(t /t to *i""!t /siss titis. CL< co'(titio $* $ti t!st (!$ctics

$! $s "o))os7

R(!sti c)its /"o! th MRT; Co''issio i 'oo(o)istic $* !st!icti&

t!$* (!$ctics@ $* "$i! t!$* (!$ctics@ '$tt!s.

L$) A*&ic $* so(histic$t* isiht ito th it!$tio$) /st (!$ctics o

co'(titio )$.

Cos)t$c# s!&ics o s(ci"ic isss - s(()# $* *ist!i/tio (!ici $*

'$!ti (!o'otio$) '$t!i$)s@ '!!s $cisitios $'$)$'$tio )icsi

+oit o(!$tio $* !s$!ch +oit /#i *o'i$t-"i!'@ st$ts tc. Co'(titio A*it $* 5 5i)ic "o! *&)o(i $((!o(!i$t i*)is "o!

'()o#s *ist!i/to!s $ts "!$chiss tc.

L$) 5 5i)ic o $ti-co'(titio "$i! $* !st!icti& '$!t (!$ctics.

5!$"ti c)$i's cot!-c)$i's !()is !+oi*!s !(!st$tios tc. o

Co'(titio L$ $* !)$t* )$) isss.

St!$tic (o)ici o $ti-co'(titio '$!t (!$ctics $* t!*s.

;o)ic# * *i)ic "o! '!!s $cisitios +oit &t!s ith $((!o(!i$t $ti-

t!st s$"$!* '$s!s $* (o)ic#.

A)) ths )$s h)( Coc$ Co)$ %*i$ to '$it$i its o /!$* $* &$)s. A# oth! /siss

t!#i to co(# th /!$* o" coc$ co)$ i)) "$c th st!ict $ctio $$ist its)". Ths )$s h)(

&!# /siss to co'(t i $ "$i! &i!o't. As it is o th$t th coc$ co)$ $* ;(si

$! th "i!cst !i&$)s i th /&!$ i*st!# th CC% '$s s! th$t ith! o" th' *os

ot i*) i "$i! '$s to '$ (!o"its $* h!t $ch oth!@s /siss.


38/78

O P P O R T U N I T I E SO P P O R T U N I T I E S

T H R E A T ST H R E A T S

S

W

O

T

A

N

A

L

Y

S

I

S

S)OT ANA'4SIS O( COCA.CO'A IN%IA

(ig *1 S)OT ANA'4SIS O( COCA.CO'A IN%IA

STRENGT&ES0

%ISTRIBUTION NET)OR5

Th Co'($# h$s $ st!o $* !)i$/) *ist!i/tio to!. Th to! is "o!'* o th

/$sis o" th ti' o" cos'(tio $* th $'ot o" s$) #i)** /# $ ($!tic)$! csto'! i

o t!$s$ctio. %t h$s $ *ist!i/tio to! cosisti o" $ '/! o" ""icit s$)s'

00000 !t$i) ot)ts $* 8000 *ist!i/to!s. Th *ist!i/tio ")t ic)*s *i""!t 'o*s o"

*ist!i/tio "!o' 10 to to o( /$# th! h)!s th$t c$ $&i$t th $!!o $))#$#s

o" %*i$ citis cost$t)# ( Coc$-Co)$ /!$*s $&$i)$/) i &!# oo $* co!! o" th

Cot!#@s !'otst $!$s.


39/78

STRONG BRAN% IMAGE

Co h$s its histo!# o" $/ot 'o! th$ $ ct!# $* this (!o)o* sst$c h$s

*"iit)# $*** to th /!$* i'$ i th 'i*s o" th cos'!s $* to its $))t. Th

(!o*cts (!o*c* $* '$!t* /# Coc$-Co)$ %*i$ h$& $ st!o /!$* i'$.

St!o /!$* $'s )i Coc$-Co)$ ?$t$ Th's ( Li'c$ $* M$$>$ $** ( to th /!$*

$' o" Coc$-Co)$ Co'($# $s $ ho). Coc$ Co)$ %*i$ "o! th "i!st ti' h$s co' ot

ith co!(o!$t c$'($i i %*i$ t$!ti its st$ho)*!s. Th ')ti'*i$ c$'($i ,Litt)

5!o(s o" o# is $i'* $t !$isi th co!(o!$t /!$* i'$ o" th co'($# hich too $

h$ /$ti ith $ '/! o" cot!o&!sis it "$c* i *i""!t *o'$is.

Th c$'($i is $ ($!t o" $ co'()t !st!ct!i =!cis i th %*i$ $!' o" this)o/$) ch$. Coc$ Co)$ !ct)# $oc* its co!(o!$t st!$t# c$))* th , ;i))$!

st!$t#. Th co'($# h$s i*ti"i* th (i))$!s $s

;o().

;)$t.

;o!t"o)io.

;$!t!s.

;!"o!'$c.

'O) COST O( OPERATIONS

% )iht o" th co'($#@s A""o!*$/i)it# St!$t# Coc$-Co)$ t $/ot /!ii $ cost-"ocs

c)t! i th co'($#. This ic)** (!oc!'t ""icicis th!oh "ocs o # i(t

'$t!i$)s t!$* *isci()i $* cot!o) $* (!o$cti& t$= '$$'t th!oh t$= icti&s

=cis *t# !*ctio $* c!$ti '$!ti co'($is. Ths '$s!s h$& !*c* th

costs o" o(!$tios $* ic!$s* (!o"it '$!is.

)EA5NESSES0

&EA'T& CARE ISSUES

% %*i$ th! =ists $ '$+o! cot!o&!s# coc!i (stici*s $* oth! h$!'") ch'ic$)s

i /ott)* (!o*cts ic)*i Coc$-Co)$. % 2003 th Ct! "o! Scic $* &i!o't

ICSJ $ o- o&!'t$) o!$i>$tio i N 5)hi s$i* $!$t* $t!s (!o*c* /# so"t*!is '$"$ct!!s i %*i$ ic)*i ')ti$tio$) i$ts ;(siCo $* Coc$-Co)$


40/78

cot$i* to=is ic)*i )i*$ 55T '$)$thio $* ch)o!(#!i"os - (stici*s th$t c$

cot!i/t to c$c! $* $ /!$*o o" th i'' s#st'.

SMA'' SCA'E SECTOR RESER6ATIONSTh Co'($#@s o(!$tios $! c$!!i* ot o $ s'$)) sc$) $* * to $ tc $* =(o!t th' to "o!i $tios. %t c$ co' ( ith st!$tis to )i'i$t

$((!hsio "!o' th 'i*s o" th (o() to$!*s th Co (!o*cts (!o*c* i %*i$ so

th$t th! i)) / $ cosi*!$/) $'ot o" =(o!ts $* it is #t $oth! o((o!tit# to

/!o$* "t! (!os(cts $* c$t! to th )o/$) '$!ts !$th! th$ +st *o'stic '$!t.

&IG&ER INCOME AMONG PEOP'E

5&)o('t o" %*i$ $s $ ho) h$s )$* to $ ic!$s i th (! c$(it$ ico' th!/#

c$si $ ic!$s i *is(os$/) ico'. U)i o)* ti's (o() o h$& th (o! o"

/#i oo*s o" thi! choic ithot h$&i to o!!# 'ch $/ot th ")o o" thi! ico'.


41/78

Coc$-Co)$ Co'($# c$ t$ $*&$t$ o" sch $ sit$tio $* h$c thi! s$)s.

T&REATS0

IMPORTS

As %*i$ is *&)o(i $t $ "$st ($c th (! c$(it$ ico' h$s ic!$s* o&! th #$!s $* $

'$+o!it# o" th (o() $! *c$t* th =(o!t )&)s h$& o hih. ;o() *!st$*

t!$* to $ )$! =tt $* th *'$* "o! "o!i oo*s h$s ic!$s* o&! th #$!s.

%" cos'!s shi"t oto i'(o!t* B&!$s !$th! th$ h$& B&!$s '$"$ct!* ithi

th cot!# it co)* (os $ th!$t to th %*i$ /&!$ i*st!# $s $ ho) i t! $""cti

th s$)s o" th Co'($#.

TA> 9 REGU'ATOR4 SECTOR

Th t$= s#st' i %*i$ is $cco'($i* /# $ &$!it# o" !)$tios $t $ch st$ o th

cosc "!o' (!o*ctio to cos'(tio. Dh $ )ics is iss* th (!o*ctio

c$($cit# is 'tio* o th )ics $* &!# ti' th (!o*ctio c$($cit# *s to /

ic!$s* th )ics (oss $ (!o/)'. Ri o! (*$ti $ )ics &!# o $* th is

*i""ic)t. Th!"o! this c$ )i'it th !oth o" th Co'($# $* (os (!o/)'s.

S'O)%O)N IN RURA' %EMAN%

Th !!$) '$!t '$# / $))!i /t it is ot ithot its (!o/)'s7 Lo (! c$(it$ *is(os$/)

ico's th$t is h$)" th !/$ *is(os$/) ico' )$! '/! o" *$i)# $ $!!s $ct

*(*c o th &$$!is o" th 'osoo s$so$) cos'(tio )i* to h$!&sts $*

"sti&$)s $* s(ci$) occ$sios (oo! !o$*s (o! (!o/)'s $* i$ccssi/i)it# to

co&tio$) $*&!tisi '*i$. A)) ths (!o/)'s 'iht )$* to $ s)o*o i th *'$*

"o! th co'($#@s (!o*cts.


42/78

Coc$-Co)$ %*i$ $s th )$*i so"t *!i /!$* i %*i$ ti)) 19 h it $s "o!c* to

c)os *o its o(!$tio /# $ soci$)ist o&!'t i th *!i& "o! s)" s""icic#. A"t! 16

#$!s o" $/sc coc$ co)$ !t!* to %*i$ $* itss* $ *i""!t c)t! $* coo'ic

()$t"o!'. 5!i thi! $/sc ;$!) /!oth!s it!o*c* $ t#( o" co)$ c$))* THUMS

U;. A)o ith th# $)so "o!')$t* $ )'o ")$&o!* *!i L%MCA $* '$o

")$&o!* MAAPA. % 1993 coc$ co)$ /oht th ho) ;$!) B!oth! o(!$tio i $ ho(

to /$t th '$i co'(tito! I;(siJ. Th# (!s'* th$t ith th t!i* $* tst* (!o*cts o"

;$!) th# i)) / $/) to !$i thi! th!o i th %*i$ so"t *!i '$!t. ;(si h$&i $ 6

#$! h$* st$!t h)(* !&i& th *'$* "o! )o/$) co)$ /t it $s ot $s# "o! th so"t *!i

i$t Icoc$ co)$J to !t! to %*i$. ;(si (t 'o! "ocs o th #oth o" th cot!# i thi!

$*&!tis'ts /t coc$ co)$ t!i* i")ci %*i$s ith th A'!ic$@ $# o" )i" hich

t!* ot to / $ 'ist$.

Coc$-Co)$ i&st* h$&i)# i %*i$ "o! th "i!st "i& #$!s hich ot th' c!*it o" /i

o o" th /ist i&sto! i th cot!# ho&! thi! s$)s "i!s ! ot so i'(!ssi&.

Hc th# h$* to !-thi thi! '$!t st!$tis. Coc$-Co)$ )$!* "!o' Hi*st$ L&!

th$t !*ci thi! i)) !s)t i 'o! t!o&! hc )$*i to (!o"it. Th# )$ch* $

=tsi& '$!t !s$!ch i %*i$. Th# $sc!t$i* th$t i %*i$ 3 As 'st / $(()i*

A""o!*$/i)it# A&$i)$/i)it# $* Acc(t$/i)it#. Coc$-Co)$ )$!t th$t th# ! co'(ti ith

)oc$) *!is sch $s ,Ni'/ ;$i ,N$!i$) ;$i ,L$ssi tc. $* !$ch* to $ coc)sio

th$t co'(titi& (!ici $s $&oi*$/). Sic th th# it!o*c* $ 200 ') )$ss /ott)

"o! Rs..


43/78

?!th! th# h$* *i""!t $*&!tisi c$'($is "o! *i""!t !ios o" th cot!#. % th

soth! ($!t thi! st!$t# $s to '$ Bo))#oo* o! T$'i) st$!s to *o!s thi! (!o*cts.

% &$!ios !ios th# t!i* (o!t!$#i coc$ co)$ (!o*cts ith *i""!t !io$) "oo*

(!o*cts. O o" th 'ost "$'os $* c$'($is i %*i$ $s Th$*$ M$t)$/ Coc$-Co)$@

th# "$t!* th s$' ot ith *i""!t !io$) titis.

;!st)# Coc$-Co)$ is th /ist /!$* i so"t *!is $* is $# $h$* i '$!t sh$! i..

60 i C$!/o$t* So"t *!is S't 36 i ?!it *!is S't 33 i ;$c$*

$t! S't co'($!* to its $!ch !i&$) ;(si. 5i&!si"#i thi! (!o*ct !$ $* h$&i

$ co'(titi& (!ici (o)ic# th# h$& !$i* thi! th!o. Dith &i!t$))# $)) th oo*s $*

s!&ics !i!* to (!o*c $* '$!t Coc$-Co)$ /i '$* i %*i$ th /siss s#st'

o" th Co'($# *i!ct)# '()o#s $((!o=i'$t)# 6000 (o() $* i*i!ct)# c!$ts

'()o#'t "o! 'o! th$ 12000 (o() i !)$t* i*st!is th!oh its &$st (!oc!'t

s(()# $* *ist!i/tio S#st'.

Th %*i$ o(!$tios co'(!iss o" 0 /ott)i o(!$tios 2 o* /# th Co'($# ith

$oth! 2 /i o* /# "!$chiss. Th$t $($!t $ to! o" 21 cot!$ct ($c!s

'$"$ct!s $ !$ o" (!o*cts "o! th Co'($#.

O th *ist!i/tio "!ot 10-to t!cs o( /$# th!-h)!s th$t c$ $&i$t th$!!o $))#$#s o" %*i$ citis cost$t)# ( o! /!$*s $&$i)$/) i &!# oo $*

co!! o" th Cot!#@s !'otst $!$s.PRO%UCT PORT(O'IO

COCA.CO'A0.

% %*i$ Coc$-Co)$ $s )$*i so"t *!i ti)) 19 h


44/78

> $*

)'oi /it co'/i* ith th si) 'i** (!o(ositio o" th /!$* $s th (!o&i*! o"

,?!shss.

Li'c$ c$ c$st $ t$# !"!shi s()) o $#o $#h!. 5!i&* "!o' ,Ni'/ V

,$is hc Li' S$ Li'c$ h$s )i&* ( to its (!o'iss o" !"!sh't $* h$s / th

o!ii$) thi!st choic o" 'i))ios o" csto'!s "o! o&! 3 *c$*s.


45/78

Th's ( is $ )$*i s($!)i so"t *!i $* 'ost t!st* /!$* i %*i$. O!ii$))#

it!o*c* i 19 Th's ( $s $ci!s /# Th Coc$-Co)$ Co'($# i 1993. Th's (

is o "o! its st!o "i>># t$st $* it co"i*t '$t! $* i)# '$sc)i $ttit*.

This /!$* c)$!)# ss to s($!$t th ' "!o' th /o#s.


46/78

?$t$ t!* th %*i$ '$!t i th #$! 1993. O&! th #$!s ?$t$ h$s occ(i* $ st!o

'$!t ()$c $* is i*ti"is $s ,Th ? C$t$)#st. ;!ci&* $s $ " #oth /!$* ?$t$

st$*s "o! its &i/!$t co)o! t'(ti t$st $* ti)i ///)s th$t ot +st ()i"ts ")is

/t $)so h)(s "! s(i!it ths co!$i o to i*) i th 'o't. This (ositi&

i'$!# is $ssoci$t* ith h$((# ch!") $* s(ci$) ti's ith "!i*s.

s i.. 400') 1 )it! 1.2 )it!s.

MAAFA0.


47/78

M$$>$ $s it!o*c* i )$t 190@s. M$$>$ h$s to*$# co' to s#'/o)is th &!# s(i!it o"

'$os. Ui&!s$))# )o&* "o! its t$st co)o! thicss $* ho)so' (!o(!tis M$$>$

is th '$o )o&!@s "i!st choic.

R


48/78

C&APTER *

'ITERATURE RE6EI)


49/78

?o** i 1886 i At)$t$ Coc$-Co)$ Co'($# is th o!)*@s )$*i '$"$ct!!'$!t! $* *ist!i/to! o" o-$)coho)ic /&!$ coct!$ts $* s#!(s s* to (!o*c'o! th$ 230/&!$ /!$*s. %t is $)so th o!)*@s 'ost ic)si& /!$* $* o'($#.%t h$s$)!$*# &t!* !io$))# ot o" At)$t$ to oth! st$ts o" Uit* St$ts sic th )$t 19th

ct!# $* its si$t! coto! /ott) $s "i!st '$"$ct!* i th $!)# 20th ct!# to*istiish th's)&s $* $ss!i th i Coc$-Co)$. Thoh th co'($# !!$(i*)# $* !o$!* ito so' !o($ cot!is *!i th 1900s its (!sc o!)*i*! si"t)# o)# $"t! Do!)* D$! %%.

Y$! $"t! #$! th co'($# h$s / *isco&!i "o!i '$!ts to /!i hih!(!o"its $sto ")"i)) its )ti'$t o/)i$tio to (!o&i* cosistt)# $tt!$cti& !t!s to tho!s o" th co'($# $* to )$! its csto'! /$s i o!*! to $chi& coo'ics o"sc$). 5 to st!o co'(titio ith ;(si-Co)$ Coc$-Co)$ $ts to !*c its *(*co Uit* St$ts '$!t hich is thi! si'i)$! *o'stic '$!t $s to !*c its !is $*ic!$s its )o/$) '$!t sh$! /# oi it!$tio$). ;!st)# th co'($# h$s $)!$*#

!$ch* si= /i))io cos'!s i $!)# to h*!* cot!is.

Coc$-Co)$ Co'($# h$s / &!# sccss") i it!$tio$) '$!ti ""o!t. A!ssi&$*&!tisi /!$*i $* '$!t s't$tio h$& ()$#* $ i'(o!t$t ($!t i th sccss.%t h$s (o!t!$#* its)" $s " ()$#")ss "!*o' )i"st#) $* th it!$tio$) $(($) o"Coc$-Co)$ $s '/o*i* /# $ 191 co''!ci$) h! $ !o( o" #o (o() "!o' $))o&! th o!)* to $ hi))to( i %t$)# to si ,%@)) )i to /# th o!)* $ Co.

Th co'($# h$s / s(oso!i /i &ts )i O)#'(ics S$


50/78

Thoh th co'($# '$s th o!)* its t$!t '$!t s'ti /# *i&!s cos'!(!"!cs o)* sti)) !i!* to h)( Coc$-Co)$ to s!& th cos'!s /tt!. As *i""!ts'ts o" *i""!t cot!is h$& &$!ios (!"!cs o! c)t!s Coc$-Co)$ t!i* to=($* ith ")$&o!s /!$*s $* & !*c* th s$! cotts i its Co to sit $))th *i""!t s'ts. This o"t ic!$ss th $cc(t$c o" *!is th$t $! s(ci$))#

*si* "o! th'.

Coc$-Co)$ t!* "o!i '$!ts i &$!ios $#s. Th 'ost co''o 'o*s o" t!# $!*i!ct=(o!ti )icsi $* "!$chisi. Bsi*s B&!$s $* thi! s(ci$) s#!(s Coc$-Co)$ $)so *i!ct)# =(o!ts its '!ch$*is to o&!s$s *ist!i/to!s $* co'($is. Oth! th$=(o!ti th co'($# '$!ts it!$tio$))# /# )icsi /ott)!s $!o* th o!)* $*s(()#i th' ith th s#!( ** to (!o*c th (!o*ct.

Th! $! *i""!t t#(s o" "!$chisi. Th t#( th$t is s* /# Coc$-Co)$ Co'($# is'$"$ct!!-s(oso!* ho)s$)! "!$chis s#st'. %t is &!# co'($!$/) to )icsi /tth o)# *i""!c is th$t th "iish* (!o*cts $! so)* to th !t$i)!s i )oc$) '$!t.

?o!i &i!o't "$cto!s h$& i")c* th Coc$-Co)$@s st!$tis i it!$tio$)'$!ti. C)t! h$s $ t!'*os ""ct o (o()@s (!"!cs $* (!c(tio. o o" th$s(cts o" c)t! th$t '$!t!s 'st t$ c$! o" i t!' o" t!$s)$ti (!o*ct $'s)o$s $* (!o'otio$) 'ss$s so $s ot to co th !o '$i. Coc$-Co)$ *i* ot)oo 'ch ito this $s(ct h t!i ito th '$!ts o" cot!is )i Chi$ $*T$i$$s th )it!$) t!$s)$tio o" Coc$-Co)$ i Chis ch$!$ct!s '$ ,/it th $=t$*(o) .;o)itic$) st!ct! $* )$) cosi*!$tios $)so h$& i'(i* o Coco-Co)$Co'($#@s st!$tis.


51/78

No th sti'$t* /!$* it# o" Coc$-Co)$ is Q84/i))io '$!t sh$! o" 'o! th$ 0

(!ct i /&!$ i*st!# )o/$))# $* $/ot 0 (!ct o" its ico' co's "!o'

cot!is otsi* Uit* St$ts. &!# 10 sco*s 126000 (o() i th ho) o!)*

choos to !$ch ot "o! o o" Th Coc$-Co)$ Co'($# /!$*s $* it is th co'($#@s

'issio to '$ th$t choic =citi $* s$tis"#i &!# si) ti' .ot o)# to '$ !$t*!is Coc$-Co)$ is $)so *t!'i* to cot!i/t to co''itis $!o* th o!)* th!oh

its co''it'ts to *c$tio h$)th ))ss $* *i&!sit# $* cosistt)# sh$(i its

/siss *cisios to i'(!o& th $)it# o" )i" i th co''itis i hich th co'($# *o

/siss.

A Cos;$tt! o" Co)* 5!i $*?!it ic

'i"er"ure Revie:

?!it *!is $! (o()$!)# s* i 'ost !/$ hosho)*s.%" o i histo!# th s th

s o" "!it +ics /$ ith cos'(tio o" o!$ +ic $s $ so!c o" &it$'i C to

(!&t sc! *is$s. Ho&! to*$# '$!ts $! ")oo** ith $ )$! &$!it# o" +ics

.. '$o $(() $&$ )itchi !$( (i$(() tc. Th '$i !$so "o! ic!$s*

cos'(tio o" "!it +ics is ch$i )i"st#)s $* !isi )&) o" h$)th cosciosss

$'o cos'!s $* ($!ts. Th# /)i& th$t ths *!is (!o&i* s(!io! t!itio

/c$s o" thi! "o!ti"i* st$ts $* hih /&!$ cost .chi)* (!"!c $s# $&$i)$/i)it#

co&ic $t!$)ss $* '$!ti st!$tis h$& i& "!it *!i i*st!# $ /oo'i

!oth. ? 'oths /"o! it $s i s th$t co)* *!is (osssss (stici*s hich"!th! $'t* s$)s o" "!it *!is.

%*i$ ;*i$t!ics 2008 47 21-21.

?!it *!is i" cos'* i $((!o(!i$t $tit# c$ / $ ($!t o" /$)$c* *it "o! chi)*!

$* $! ot $)$#s h$!'"). St*is h$& sho th$t &it$'i C $* ")$&ioi*si +ics h$&

/"ici$) )o t!' h$)th ""cts )i *c!$si th !is o" c$c! $* h$!t

*is$s.it$'i C /# ic!$si i!o $/so!(tio to $)'ost *o/) c$ !*c th ici*t o"

$ 'it i (o()stio cos'i *it

Dith )o i!o cotts $* /io$&$i)$/i)it#. Ho&! th $$!ss $**c$tio o" ths*t$i)s is )$ci $'o!$) (o()$tio.B!$* (!so$ is 'ost""cti& "$cto! th$t $""cts

/!$* (!"!c.B!$* (!so$ *$)s ith (!so$)it#$s(cts o! th =t!$) $tt!i/ts o"/!$*. M$# (o() thi o)# co)* *!ichs thi!st "!it +ic is +st "o! h$)th.Dh t$) $/ot t$st $*(!"!cs (o() o!'$))# (!"! co)* *!i to "!it +ic.Cos'!s (!"! $#/&!$ /# )ooi $t =t!$) $tt!i/ts o" $ (!o*ct

.Io!$) o" %MSo) No.1$- 2008J

Th itsit# o" co)o! I43J $* th ")$&o! I32J $! th #*!i&!s /hi* cos'!$cc(t$c o" B&!$s


52/78

,1Brn! preference in Beverges sec"or0Di))i$' R. $tio is 'oti&$ti '$# co'($is to /$s thi!st!$tis $)'ost ti!)# o /i)*i /!$*s. B!$* (!"!c '$s to co'($! th

*i""!t /!$*s $* o(t "o! th 'ost (!"!!* /!$*. This /!$* (!"!c isi")c* /# &$!ios "$cto!s.% th i*ti"ic$tio o" "$cto!s $""cti th /!$*

(!"!c it $s coc)** th$t B!$* (!so$ is th 'ost ""cti& "$cto! th$t$""cts th /!$* (!"!c. This B!$* (!so$ *$)s ith th (!so$)it# $s(cts o!th =t!$) $tt!i/ts o" /!$* ths it c$ / s$i* th$t cos'! (!"! $# /!$* /#)ooi $t th =t!$) $tt!i/ts o" $ /!$*. Co)o! $* ")$&o! !) cos'!

(!"!cs7 5o))# I199J s$i* itsit# o" co)o! $* th ")$&o!s $! th #*!i&!s /hi* cos'! $cc(t$c o" so"t *!is. Bt ($c$i $* )$/))i $!ot $s i'(o!t$t "o! ii o&! cos'!s $cco!*i to "i*is (/)ish* i th

+o!$) ?oo* $)it# $* ;!"!c Th st*# i&o)&* cos'!s $t *i""!tst$s o" *&)o('t $* hih)ihts th i'(o!t$c o" $*o(ti $ ,sso!#

'$!ti $((!o$ch s$i* th !s$!ch!s "!o' ?!ch !s$!ch o!$is$tio A*!i$tth Ui&!sit# o" Rs. ,Co'($is * to cotios)# io&$t to '$it$i'$!t )$*!shi( !ot th !s$!ch!s. ,Dh th '$!t is o&!)o$** thch$)) cosists i c!$ti io&$ti& (!o*cts $/) to $tt!$ct $* s$tis"#cos'!s.,This =(!i't sho* th "$si/i)it# o" th (!o(os* ')ti-sso!#*si 'tho* /$s* o 'i=* $)it$ti& $* $tit$ti& $((!o$chs. Th st*#$)so *'ost!$ts th i'(o!t$c o" ")$&o! $* co)o! s)ctio "o! (!o*cts.Th )o/$) ")$&o!s '$!t $s / &$)* $t so' USQ18/ i 2006 IBsiss%sihtsJ. M$hi) th &$) o" th it!$tio$) co)o!is '$!t $s sti'$t*$t $!o* Q1.1/ i 2010 ( 2. "!o' Q1.0/ i 200 $cco!*i to L$th!h$*?oo* %t!$tio$) IL?%J. N$t!$) co)o!s o '$ ( 31 (! ct o" th co)o!is'$!t co'($!* ith 40 (! ct "o! s#thtics $cco!*i to L?%.

1. Sense of consumers0St(h 5$i))s I2008J s$i* ths "o! "$cto!s ! i*ti"i*"o! th "o!')$tio7 "o! co)o! itsitisJ th! ")$&o!is to )$/) t#(s Iso"t&!ss h$!*J $* to ($c si>s Ist$*$!* &!ss o&!si>J. B# si /oth$tit$ti& Ih*oic tstiJ $* $)it$ti& I"ocs !o(sJ $((!o$chs th!s$!ch!s "o* th$t ,th '$i "$cto!s hich *!i& cos'! (!"!c "o! thiscoc(t $! co)o! itsit# $* ")$&o!i. %** co)o! itsit# $ccot* "o!43 $* ")$&o! 32 o" th cos'!s@ o&!$)) )ii. ,;$c si> $* )$/) t#( $!t$ ito $ccot /# th cos'! to $ )ss! =tt th# $***. ,This

'tho*o)o# o" $ $)it$ti& sc!i $ssoci$t* to $ co+oit $$)#sis o !)&$tsso!# $tt!i/ts h$s sho oo* (!"o!'$cs to "it cos'!s@ =(ct$tio7 it h$so to / !(!o*c* $s &!# /!$* coc(t $* (!o*ct is $ i co'/i$tio*si* "o! $ s(ci"ic cos'! !o( coc)** th !s$!ch!s. T$st o! h$)th7B&!)# . T((! I1998J =$'i* th !)$ti& cot!i/tios o" t$st $* h$)thcosi*!$tios o cos'! )ii $* (!ch$s itt o" co)$ *!is. iht t#(s o"co''!ci$) co)$ *!is ! &$)$t* /# 30 $*)t cos'!s ho $)so co'()t* $

/!i" stio$i! o so"t *!i cos'(tio h$/its. 5$t$ ! $$)#>* si "$cto!$$)#sis. Rs)ts !&$)* th$t (!ch$s itt o" co)$ *!is $s st!o)# !)$t* to*! o" )ii $* to s&!$) # sso!# $tt!i/ts ic)*i s$)tiss *!is ")$&o!$* !$siss. Ths &$!i$/)s '!* $s th "i!st "$cto! i th $$)#sis ssti

th$t cos'!s (!ci& ths ch$!$ct!istics $s /i 'ost i'(o!t$t i thi! choico" co)$ *!is. Sco* *sc!i/* $ h$)th *i'sio $* $s !)$t* to !s(o*tsG
http://image.slidesharecdn.com/projectfullreport-131016110601-phpapp02/95/a-study-on-consumers-preference-towards-soft-drinks-product-41-638.jpg?cb=1381921703http://image.slidesharecdn.com/projectfullreport-131016110601-phpapp02/95/a-study-on-consumers-preference-towards-soft-drinks-product-41-638.jpg?cb=1381921703


53/78

$ttit*s to$!* "$t i th *it. Thi!* "$cto! co'(!is* to !'$ii sso!#$tt!i/ts Ico)o! $* c!chissJ hich $(($!t)# ! o" 'io! i'(o!t$c to th!s(o*ts. Ths *$t$ sst th$t i s(it o" c!!t coc! $/ot !*ci *it$!#"$t h$)th !'$is sco*$!# to t$st i th s)ctio o" co)$ *!is "o! cos'!s ithis (o()$tio.

2. Consumer :reness n! consump"ion p""ern of sof" !rin; pro!uc"7 Mit$S+$

I1990J $i'* to i&sti$t th *! o" /!$* $$!ss o" &$!ios so"t *!i(!o*cts i !)$tio to /$c!o* $* *c$tio o" th hosho)* th cos'(tio($tt! o" &$!ios so"t *!i (!o*cts cos'* /# !s(o*ts i th )iht o" thi!$!$s ico' )&)s $* *c$tio. $ s$'() o"200 !s(o*ts co'(!isi 100 "o!'!!$) $!$ $* 100 "!o' !/$ $!$ ! t$. 5$t$ $! $$)#>* ith th h)( o"'$. Th "i*i o" this st*# !&$)s th$t th! is )o *! o" /!$* $$!ss i!!$) $!$s h!$s th! is $ 'o*!$t *! o" /!$* $$!ss i !/$ $!$. Thhih)# *c$t* !!$) $* !/$ !s(o*ts h$& hih *! o" /!$* $$!ss "o!so"t *!i (!o*cts $* th )ss *c$t* !!$) $* !/$ !s(o*ts h$& )o

*! o" /!$* $$!ss "o! so"t *!i (!o*cts.

.

C&APTER ?

RESEARC& MET&O%O'OG4


54/78

OBCT% O? TH STU5Y

Th '$i o/+cti& o" th (!o+ct is to $$)#> $* st*# i ""icit $# th c!!t

(ositio o" Coc$- Co)$ Co'($#.

To (!"o!' ;STL $* SDOT $$)#sis o" Coc$-co)$ )o/$))# $s )) $s )oc$))#.

This o)* h)( s i*ti"# $!$s o" (otti$) !oth.

Th st*# $s $i'* to (!"o!' M$!t A$)#sis o" Coc$-Co)$ Co'($# F "i* ot

*i""!t "$cto!s ""cti th !oth o" Coc$-Co)$.

Aoth! o/+cti& o" th st*# $s to (!"o!' Co'(titi& $$)#sis /t Coc$-

Co)$ $* its co'(tito!s.

To *!st$* th !$sos /hi* th (!ch$s o" Coc$-Co)$ (!o*cts.

SCOPE O( T&E STU%40.

This st*# /$sic$))# t!is to *isco&! th c!!t (ositio o" Coc$-co)$ i th '$!t. %t

$)so t!is to *isco&! th (!"!cs o" th csto'!s h (os* ith $ choic /t

Coc$-Co)$ $* ;(si. %t is (!i'$!i)# *i!ct* to th !$) (/)ic /t $s *o o)# i

N 5)hi Noi*$ $*

RESEARC& %ESIGN


55/78

A !s$!ch *si is th s(ci"ic$tio o" 'tho*s $* (!oc*!s "o! $ci!i th **

i"o!'$tio1%t is o&!$)) o(!$tio$) ($tt! o! "!$'o! o" th (!o+ct th$t sti()$ts h$t

i"o!'$tio is to / co))ct* "!o' hich so!c /# h$t (!oc*!.

Th! $! th! t#(s o" o/+cti&s i $ '$!ti !s$!ch (!o+ct7-

Ep#or"ory Reserc$1

%escrip"ive Reserc$1

Csu# Reserc$1

,1 Ep#or"ory Reserc$0.

Th o/+cti& o" =()o!$to!# !s$!ch is to $th! (!)i'i$!# i"o!'$tio th$t i)) h)(

*"i (!o/)'s $* sst h#(othsis.

*1 %escrip"ive Reserc$0.

Th o/+cti& o" *sc!i(ti& !s$!ch is to *sc!i/ this sch $s th '$!t (otti$) "o!

$ (!o*ct o! th *'o!$(hics $* $ttit*s o" cos'!s ho /# th (!o*ct.

1 Csu# Reserc$0.

Th o/+cti& o" c$s$) !s$!ch is to tst h#(othsis $/ot c$s$) $* ""ct !)$tioshi(s.

B$s* o th $/o& *"iitios it c$ / st$/)ish* th$t this st*# is $ 5sc!i(ti& Rs$!ch

$s th $ttit*s o" th csto'!s ho /# th (!o*cts h$& / st$t*. Th!oh this st*#

$! t!#i to $$)#> th &$!ios "$cto!s th$t '$# / !s(osi/) "o! th (!"!c o"

Coc$-Co)$ (!o*cts.

SOURCES O( %ATA

Th *$t$ h$s / co))ct* "!o' /oth (!i'$!# $s )) $s sco*$!# so!cs.

SECON%AR4 %ATA0.

%t is *"i* $s th *$t$ co))ct* $!)i! "o! $ (!(os oth! th$ o c!!t)# /i (!s*.

As $ !s$!ch! % h$& sc$* )ot o" so!cs to t $ $ccss to sco*$!# *$t$ hich h$&

"o!'* $ !"!c /$s to co'($! th !s$!ch "i*is. Sco*$!# *$t$ i this st*# h$s(!o&i** $ isiht $* "o!'s $ ot)i "o! th co! o/+cti&s st$/)ish*.


56/78

Th &$!ios so!cs o" sco*$!# *$t$ s* "o! this st*# $!7-

Ns ($(!s.

M$$>is.

T=t /oos.

M$!ti !(o!ts o" th co'($#.

%t!t.

PRIMAR4 %ATA0.

Th (!i'$!# *$t$ h$s / co))ct* si')t$os)# $)o ith sco*$!# *$t$ "o!

'ti th st$/)ish* o/+cti&s to (!o&i* th so)tio "o! th (!o/)' i*ti"i* i

this st*#.

Th 'tho*s th$t h$& / s* to co))ct th (!i'$!# *$t$ $!7-

stio$i!.

;!so$) %t!&i.

RESEARC& MEASURING TOO'S 9 TEC&NI@UES

Th (!i'$!# too) "o! th *$t$ co))ctio s* i this st*# is th !s(o*t@s !s(os to th

stio$i! i& to th'. Th &$!ios !s$!ch '$s!i too)s s* $!7-

stio$i!.

;!so$) it!&i.

T$/)s.

;!ct$s.

;i-ch$!ts.

B$!-ch$!ts.

Co)' ch$!ts.

SAMP'ING %ESIGN

A it!$) co'(ot o" $ !s$!ch *si is th s$'()i ()$. s(ci$))# it $**!sss th!

stios7 Dho' to s! Is$'() UitJ ho '$# to s! IS$'() Si>J $* ho to

s)ct th' Is$'()i ;!oc*!J. M$i th css st*# o" th ti! i&!s i)) /

i'(ossi/) o th $ccot o" )i'it$tios o" ti' $* 'o#. Hc s$'()i /co's


57/78

i&it$/). A s$'() is o)# his (o!tio o" (o()$tio. ;!o(!)# *o s$'()i (!o*cs

!(!st$ti& *$t$ o" th ti! (o()$tio.

SAMP'E SIFE0.

i1 Th!oh stio$i! 10 !s(o*ts.ii1 Th!oh (!so$) it!&i 2 !s(o*ts.

SAMP'ING TOO'0.

stio$i! $s s* $s $ '$i too) "o! th co))ctio o" *$t$ '$i)# /c$s it i&s th

ch$c "o! ti')# "*/$c "!o' !s(o*ts. Mo!o&! !s(o*ts ") "! to *isc)os $))

css$!# *t$i) hi) "i))i ( $ stio$i!. Rs(o*ts si $# c)$!i"ic$tio c$

$si)# / so!t* ot th!oh too).

Smp#ing Too#s Respon!en"s Number

stio$i! Csto'!s 10

;!so$) %t!&i Csto'!s 2

To"# ,

Tb#e ? ,1

(IE'% )OR50.

Th st*# $s co*ct* i N 5)hi Noi*$ $*

Th stio$i!s ! i& to th !s(o*ts to "i)) i o!*! to t thi! "*/$c.

stios ! !$* ot to th !s(o*ts $* th $s!s ! ot*.

'IMITATIONS O( T&E STU%40.

Th '$i (!(os o" this st*# is t i*$ $/ot th (!"!c o" th csto'!s to$!*s

&$!ios Coc$-Co)$ (!o*cts. Bt th! $! c!t$i "$cto!s hich $""cts this st*# th# $! $s

"o))o7

Sic th s$'()i (!oc*! $s +*'t$) th s$'() s)ct* '$# ot / t!

!(!st$ti& o" th (o()$tio.

coo'ic $* '$!t co*itios $! &!# (!*ict$/) I;!st $* "t!J.


58/78

Th (!o+ct *!$tio is )i'it* to 4 s so it )i'its th $!$ o" st*#.

Th st*# $s co"i* to N 5)hi * to hich th !s)t c$ot / $(()i*

i&!s$))#.


59/78

C&APTER.-

%ATA ANA'4SIS


60/78

0

20

40

60

80

100

120140

160

180

Respondents based on age group

Number of respondents

(ig *1-

63%

37%

Respondents based on gender

Male

Female

(ig *1=

AGE GROUP 9 GEN%ER0

?!o' ?i 2.4 c$ co'(!h* th$t 90 o" tot$) !s(o*ts /)o to th $ !o( o"

20-30. This is /c$s 'ost o" th cos'!s th$t (!"! o! cos' Coc$-Co)$ (!o*cts

/)o to this $ !o(. A/ot 6 /)o to $ !o( /)o 20 $* 3 /)o to $

!o( o" 30-40.?o!' ?i 2. co' to o th$t th *! !$tio o" th tot$) !s(o*ts

is $)'ost 271 I'$)7 "'$)J.


61/78

0

1012023034040

Frequen! of soft dr"n# onsumpt"on

(ig *1/

81%

12%4%3%

Wee#$! e%pend"ture of oa&o$a produts 'INR(

0-100

100-10

10-200

A"#$e 200

(ig *1

SO(T %RIN5 CONSUMPTION 9 E>PEN%ITURE0

?!o' ?i 2.6 it!(!t th$t $/ot 48 o" th tot$) !s(o*ts cos' so"t *!is !$!)#

o! oc $ . A/ot 3 !s(o*ts cos' so"t *!is tic o! th!ic $ $* o)#

18 cos's so"t *!is &!# *$#.

?!o' ?i 2. it!(!t th$t $/ot 81 o" th !s(o*ts s(* o)# Rs. 0-100 $

o Coc$-Co)$ (!o*cts hich is &!# )o $s co'($!* to th )o/$) sc$!io. This c!$ts $

(otti$) !oth '$!t "o! Coc$-Co)$ %*i$. A/ot 12 s(*s "!o' 100-10 $ F

s(* $/o& 10.


62/78

0

20

40

60

80

100

120

Pur)as"ng Porta$ Preferene

(ig *1$ $*&!tis't

i th "!it *!is c$to!#.. Th '$+o!it# o" th !s(o*ts $! $tt!$ct* "o! Coc$ co)$

$*&!tis't i th Co)$ *!is c$to!#8. Th# st$t* th$t Coc$ Co)$ $*&!tis't ! oo*.9. Th '$+o!it# o" th !s(o*ts $! s$tis"i* ith th (!ic o" $)) Coc$

co)$ (!o*cts

10. Th '$+o!it# o" th !s(o*ts (!"! Coc$ co)$ (!o*cts "o! $)it#11. Th '$+o!it# o" th !s(o*ts $! /#i so"t *!is "!o'

S(!'$!ts.12. Th '$+o!it# o" th !s(o*ts $! (!ch$s* /)o )it!s "o! thi!

($!tic)$! occ$sio.13. Th '$+o!it# o" th !s(o*ts /#i ($tt! $! $t th ti' o"

O""!s.14. Th# st$t* th$t t$st o" $)) Coc$ Co)$ (!o*cts ! oo*1. Th '$+o!it# o" th !s(o*ts $! /#i so"t *!is i th &i o"

t$st.

16. Th '$+o!it# o" th !s(o*ts (!"! S)ic i M$o *!isc$to!#.

1. Th '$+o!it# o" th !s(o*ts (!"! Coc$ co)$ i Co)$ *!is

c$to!#.18. Th '$+o!it# o" th !s(o*ts $! )ooi t$st hi) /#i so"t

*!is.19. Th '$+o!it# o" th !s(o*ts $! cos'i Co)$ *!is $*

M$o *!is20. . Th '$+o!it# o" th !s(o*ts $! /#i so"t *!is "o! "$'i)#

s.

21. Th '$+o!it# o" th !s(o*ts $! *oi ()$* (!ch$s.

22. Th '$+o!it# o" th !s(o*ts $! *oi thi! sho((i /# )#

(!ch$s.

SUGGESTIONS


72/78

Th sstios '$* i this sctio $! /$s* o th '$!t st*# co*ct*

$s ($!t o" ,Coc$-Co)$ %*i$. Th sstios $! $!!$* i o!*! o" (!io!it#

hihst "i!st.

;!"o!' $ *t$i) *'$* s! $t !)$! it!&$) to o $/ot th

i *s $* !i!'ts o" th csto'!.

Th co'($# sho)* '$ hi*!$c "! $!!$'t "o! its

csto'!s!t$i)!s to '$ $# "*/$c o! sstios $s $* h

th# ").

Th co'($# sho)* "ocs to /!i so' 'o! ")$&o!s )i h$)th *!is

$* oth! )o-c$)o!i o""!is. Coc$-Co)$ %*i$ c$ $)so it!o*c

so' "!it /$s* *!is $s it h$s $)!$*# t!* th !# *!i $!$

ith ,B!.

Coc$-Co)$@s *ist!i/tio ch$) is 'ost)# th!oh !t$i). Dh!$s th

co'(tito!s $)so coct!$ts 'o! o th ')ti()=s (/s $*

!st$!$ts. Coc$-Co)$ sho)* t!# to ic!$s thi! *ist!i/tio i ths

$!$s.

Th co'($# 'st ( $ $tch o its (!i'$!# co'(tito!s i '$!t i

o!*! to / $/) to co'(t ith th'.

Th co'($# sho)* s $tt!$cti& s#st' o" o!* o" 'oth

$*&!tis't to ( $)i& th !$) $$!ss i th ho) '$!t

$s $ ho).

Th co'($# sho)* / $)$#s i $ (ositio to !ci& cotios

"*/$c $* sstios "!o' its csto'!s cos'!s $s )) $s "!o'

th '$!t $* t!# to so)& it ithot $# *)$# to st$/)ish its o oo*

c!*i/i)it#.


73/78

A st!o $tch sho)* / (t o *ist!i/to!s so th$t th oo*i)) o" th

BRAN5 *os@t t $""ct*.


74/78

CONC'USION

CONCLUSION

Thoh th! ! crt$i )i'it$tios i th st*# th$t $s co*ct*. Th

s$'() $))o* "o! so' coc)sios to / *!$ o th /$sis o" $$)#sis th$t

$s *o o th *$t$ co))ct*.

Th *$t$ h$s c)$!)# i*ic$t* th$t Coc$-Co)$ (!o*cts $! 'o! (o()$! th$

th (!o*cts o" ;(si '$i)# /c$s o" its TASTE BRAN% NAME


75/78


76/78

:::1"$ecoc.co#compny1com

:::1ne:s1bbc1co1u;

:::1in!i.server1com

:::1mgin!i1com:::1coc.co#in!i1com

:::1:i;iinves"1com

:::1open*1ne"

OT&ERS

A$) !(o!t o" Coc$-Co)$ 2008.

A$) !(o!t o" Coc$-Co)$ 2009.

ANNE>URE

@UESTIONNAIRE

NAM7

..............................................................................


77/78

/J Tic $ cJ Th!ic $ *J &!#*$#J R$!)#

Dh$t *!i co's to #o! 'i* h #o thi o" so"t *!isW

$J Coc$-Co)$/J ;(sicJ Oth! (!o*cts o" Coc$-Co)$*J Oth! (!o*cts o" ;(siJ Oth! *!is

Dh$t $tit# *o #o s$))# (!"! to /#W

$J 200-20 ')


78/78

J M)ti()=s

Ho 'ch *o #o s(* o Coc$-Co)$ (!o*cts (! W

$J 0-100

/J 100-10cJ 10-200*J A/o& 200

;t IEJ '$! i hich &! #o ") is $((!o(!i$tW

Prme"ers 2 Pro!uc" Coc.Co#

Pro!uc"s

Pepsi Pro!uc"s

1J B!$*i

2J $)it#3J ;!ic

4J T$st

J A&$i)$/i)it#

6J S$tis"$ctio

Dh$t i* o" (!o*cts *o #o $t Coc$-Co)$ to it!o*c i th "t!W

$J ?i>># 5!is

/J ?!it 5!iscJ !# 5!is*J A)coho)ic 5!is

111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111

Th$ #oX

project on coca cola.docx

Documents