Running head: COCA-COLA INDIA
Coca-Cola is one of the most renowned soft drink brand and one of the largest company
that manufactures beverages. The firm has its headquarters situated in the United States in
Atlanta, Georgia (Puri, Kacker & Gupta, 2019). Globally, the company has several leading
brands such as Coca-Cola, Dasani, Minute Maid, Zico, Gold Peak tea and coffee to mention a
few (Puri et al., 2019). Over the years, Coca-Cola company has changed its marketing
approaches, with the firm changing its slogan frequently until settling at “Taste the Feeling” in
2016 (Puri et al., 2019). The firm has established marketing of its brands in most of the countries
worldwide such as India (Puri et al., 2019).
Notably, in India, the company made its first entry in 1950, then exited in 1977, after
which they reentered the country in 1993 (Puri et al., 2019). In the country, the Coca-Cola
Company had three divided systems comprising of Coca-Cola India, Hindustan Coca-Cola
Beverages Private Limited, and Franchise Bottling Enterprise (Puri et al., 2019). The Coca-Cola
India was responsible for preparing the required concentrates and syrups for the beverages, while
the other two company-owned were involved in the preparation of the drinks, packaging, selling,
distribution of the Cola brands (Puri et al., 2019). Moreover, the latter was responsible for
marketing other brands such as Fuze, Schweppes, Georgia among others (Puri et al., 2019).
Although the firm has lost its market shares, it implemented various initiatives such as lowering
sugar in its brands; thus, regaining its customers (Puri et al., 2019). Noteworthy, India has a large
number of non-alcoholic consumers; therefore, the introduction of juices and fruit drinks has
foreseen the company becoming among the top five selling brands (Puri et al., 2019). This paper
analyses the Coca-Cola company on the factors that have impacted to its success in India, its
value creation among customers, use of the “Aaker’s brand equity model” to sustain it brands
loyalty in the state. Moreover, an o...