“According to the latest data compiled by A C Neilsen. Thums Up, an Indian brand that was sold to Coca-Cola (in 1993), retains the top slot of the most selling carbonated drink in India: AC Nilesen study, April, 2009.”
When it comes to being faced with an overdose of cultural conundrums, Coca Cola India would certainly qualify. From Plachimada in Kerala to Sunita Narain (CSE) to Swami Ramdev; the company has been through quite a bit. Being perceived as the ‘big MNC making mountains of moolah’, a company like Coca Cola became a relatively easy target for publicity seekers. Any other entity would have crumbled to the tee. Especially with as ruthless a competitor as Pepsi. But many Indians forgot that perhaps Coca Cola wrote the rulebook on retail marketing (If you’ve not heard about the IGA Coca-Cola Institute, you’re out of business), and that Coca Cola was never about promoting the so-called ‘yankee’ culture, but about their understanding of what glocalisation really mean. If their Thums Up purchase was a huge evidence of it, then their continuing to sell Vanilla Coke in Gujarat, Jamshedpur, Kolkata, Mumbai, Delhi and Hyderabad (and double thoughts to sell Thums Up in Delhi!!!) a further shot from the hip. The company in fact went by the rote and launched their 5-Ps model in 2007 – People, Product, Planet, Portfolio & Performance. And to ease the spring beaver in overeager Citizen Kanes, Coca Cola has also launched a series of ‘good corporate citizen’ programs; for instance, the company launched a fleet of 85 CNG trucks in Delhi for the green cause. As per Atul Singh, President & CEO, Coca-Cola India, “It is prudent that all stakeholders join hands to tackle complex issues like climate change and availability of freshwater. At Coca-Cola India, we have joined hands with the government, NGOs and local community...”
When it comes to being faced with an overdose of cultural conundrums, Coca Cola India would certainly qualify. From Plachimada in Kerala to Sunita Narain (CSE) to Swami Ramdev; the company has been through quite a bit. Being perceived as the ‘big MNC making mountains of moolah’, a company like Coca Cola became a relatively easy target for publicity seekers. Any other entity would have crumbled to the tee. Especially with as ruthless a competitor as Pepsi. But many Indians forgot that perhaps Coca Cola wrote the rulebook on retail marketing (If you’ve not heard about the IGA Coca-Cola Institute, you’re out of business), and that Coca Cola was never about promoting the so-called ‘yankee’ culture, but about their understanding of what glocalisation really mean. If their Thums Up purchase was a huge evidence of it, then their continuing to sell Vanilla Coke in Gujarat, Jamshedpur, Kolkata, Mumbai, Delhi and Hyderabad (and double thoughts to sell Thums Up in Delhi!!!) a further shot from the hip. The company in fact went by the rote and launched their 5-Ps model in 2007 – People, Product, Planet, Portfolio & Performance. And to ease the spring beaver in overeager Citizen Kanes, Coca Cola has also launched a series of ‘good corporate citizen’ programs; for instance, the company launched a fleet of 85 CNG trucks in Delhi for the green cause. As per Atul Singh, President & CEO, Coca-Cola India, “It is prudent that all stakeholders join hands to tackle complex issues like climate change and availability of freshwater. At Coca-Cola India, we have joined hands with the government, NGOs and local community...”
Source : IIPM Editorial, 2012.
An Initiative of IIPM, Malay Chaudhuri
and Arindam Chaudhuri (Renowned Management Guru and Economist).
and Arindam Chaudhuri (Renowned Management Guru and Economist).
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