THE COMPANY
Coca-Cola in India is the country’s leading beverage company with an unmatched portfolio of beverages. The Coca-Cola India system will be investing US$ 5 billion in its Indian operations till 2020. It currently provides direct and indirect employment to more than 1, 50, 000 people.
THE OFFERINGS
The company manufactures and markets leading beverage brands like Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Minute Maid Pulpy Orange, Minute Maid Nimbu Fresh, Minute Maid Mixed Fruit, Minute Maid Mango, Minute Maid Apple, Minute Maid Guava, Minute Maid 100 % Juice (in three flavours: Apple, Orange Grape), Georgia, Georgia Gold, Kinley, Kinley Club Soda and Burn.
THE REACH
The brand retails its products through a network of over two million outlets in India.
FUTURE GROWTH
Venkatesh Kini, Deputy Business Unit President, Coca-Cola India & South West Asia, reveals the developmental plans in store for the brand and company: “Our strategy will continue to be that of offering a range of products in different packs at varying price points, in keeping with our OBPPC (occasion, brand, price, pack, and channel) architecture. We will continue to invest in cold drink equipment, horizontal expansion, deeper rural penetration, optimal route to market and on building brand love. Providing consumers with choice and value continues to be the cornerstone of our business strategy. We continue to be bullish about the long term growth potential of India and remain committed to US$ 5 billion investments in the country from 2012 to 2020.”
CSR ACTIVITIES
The company provides extensive support to community programmes across the country through a series of CSR activities focused on education, health and water conservation. The ‘Support My School’ campaign is the company’s flagship CSR programme, which has revitalized close to 200 model schools in India.
THE CAMPAIGNS
Thums Up Durga Puja campaign
Coke Studio
CREATIVE AGENCY: McCann Erickson
MEDIA PLANNING AGENCY: Lodestar UM
Venkatesh Kini, Deputy Business Unit President, Coca-Cola India & South West asia
The Coca-Cola Company (TCCC) is working towards achieving its 2020 Vision of doubling system revenues and servings this decade. India is a strategic growth market for TCCC and will play a significant role in attaining this target. With a per capita consumption of 14 per year for Coca-Cola products, as compared to the global average of 94, the Indian market offers huge opportunities. An increasingly evolving middle class, higher disposable income, changing lifestyles and habits are key factors that will fuel growth of the beverage industry.”
Debabrata Mukherjee, VP Marketing & Commercial, Coca-Cola India
Our ‘screen-to-shelf’ strategy focuses on ensuring delivery of our brand promise across all media including TV, Digital, Radio, On-ground, etc. We are leveraging our paid, earned and shared models, like Coke Studio, Small World Machines, Sprite Teen Till I Die, Thums Up Jalsa, etc. The seasonality curve for the beverage industry has been tapering off, but consumers are enjoying our beverages throughout the year. Our communication strategy is aligned to this business reality.”
THE PEOPLE
Venkatesh Kini, Deputy President, India and Southwest Asia business unit at The Coca-Cola Company
Atul Singh, Deputy President, Pacific Group, The Coca-Cola Company
Debabrata Mukherjee, VP Marketing & Commercial, Coca-Cola India
CORPORATE PROFILE
