case study notes - In the foreign markets Coke has been...

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In the foreign markets, Coke has been more successful than Pepsi. Coke background - In India coke was the leading soft drink until 1977 when govt. policies necessitated its departure. Coca- cola made its return to the country in 1993 and made significant investments to ensure that the beverage is available to more and more people even in the remote or inaccessible parts of the nation. After the return in 1993, over the past ten years coke has captured the imagination of the nation, building strong associations with cricket the thriving cinema industry, music etc… coca cola has been very strongly associated with cricket, sponsoring the world cup in 1996, and various other tournaments, including the coca-cola cup in Sharjah in the late nineties. - Cokes advertising campaigns jo chaho ho jaye and life ho to aisi were very popular and had entered the youths vocabulary. In 2002, coke launched the campaign, “Thanda Matlab coca-cola” which sky-rocketed the brand to make India’s favorite soft-drink brand. - In 2003, coke with improved distribution ensured that all brands in the portfolio grew leaps and bounds. - Coke has signed on various celebrities including movie stars such as Karishma Kapoor, cricketers such as Srinath, Sourav Ganguly, southern celebrities like vijay in the past and today; its brand ambassadors are Aamir Khan, Aishwarya Rai, Viuek Oberoi, and cricketer Virendra Sehwag Campaign to Hold Coca-Cola Accountable Coca-Cola Crisis in India Communities across India are under assault from Coca-Cola practices in the country. A pattern has emerged as a result of Coca-Cola's bottling operations in India. Communities across India living around Coca-Cola's bottling plants are experiencing severe water shortages, directly as a result of Coca-Cola's massive extraction of water from the common groundwater resource. The wells have run dry and the hand water pumps do not work any more. Studies, including one by the Central Ground Water Board in India , have confirmed the significant depletion of the water table. When the water is extracted from the common groundwater resource by digging deeper, the water smells and tastes strange. Coca-Cola has been indiscriminately discharging its waste water into the fields around its plant and sometimes into rivers, including the Ganges, in the area. The result has been that the groundwater has been polluted as well as the soil. Public health authorities have posted signs around wells and hand pumps advising the community that the water is unfit for human consumption. In two communities, Plachimada and Mehdiganj , Coca-Cola was distributing its solid waste to farmers in the area as "fertilizer". Tests conducted by the BBC found cadmium and lead in the waste, effectively making the waste toxic waste. Coca-Cola stopped the practice of distributing its toxic waste only when ordered to do so by the state government. Tests conducted by a variety of agencies, including the government of India, confirmed that Coca-Cola
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This note was uploaded on 04/28/2008 for the course INT MARK 01 taught by Professor Unsal during the Spring '08 term at Ithaca College.

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case study notes - In the foreign markets Coke has been...

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