COCA-COLA

Coca-cola Management Project

GC UNIVERSITY FAISALABAD

We dedicate this project to our Parents andRespectable Teachers

MBA BANKING AND FINANICE1st semester

GC University Faisalabad 1


Submitted To:Sir Salman Tahir

Submitted By:

Aisha Latif (41)

Samia Sattar (51)

Asif Rasool (55)

MBA BANKING AND FINANCE(1st SEMESTER)

GC UNIVERSITY FAISALABAD



ACKNOWLEDGEMENT

First of all, we would like to offer our eternal thanks to the Almighty Allah who blessed us with the perseverance and the sprit of hard work to complete this project. We are also grateful to our parents for their patience and belief in us. We offer our respectful gratitude to our Retail management course teacher Sir Salman Tahir for his guidance & encouragement. He inspired us to complete this project. We felt motivated and encouraged every time. We discussed this important topic in our classroom as well as doing surveys. This project gave us an opportunity to participate and learn about the management implementation. We would like to thank all of those people who helped us through our entire management project…

February 20, 2010

GC University Faisalabad



CEO Message

“We are beginning to see the benefit from the large-scale reshaping that we started several months ago. We are pleased with our progress as we strive to be the premier consumer relationship organization.”



Table of content

Executive summary ***************************Introduction to COCA-COLA *****************COCA-COLA in Pakistan *********************

Product planning ******************************COCA-COLA brand management ************COCA-COLA distribution (place) *************

Promotion strategy ****************************Sources of promotion *************************Quality Assurance******************************Conclusion**************************************



Executive summary

COCA-COLA is one of the most known soft drink in the world started in the 1886’s by JHON PEMBERTON.

Coca-cola has more then 400 brands in the world. Coca-cola start as a company in Pakistan in 1997. Coca-cola was launched here as an innovative product. Coca-cola has a head-on competition with Pepsi. The brand of coca-cola is so strong that it is the attribute

itself. Coca-cola introduced itself, has grown and now it is at

maturity stage for the last ten years in Pakistan.



Coca-cola-one of the most known soft drink in the world started in the 1886 in Atlanta (Georgia). The coca-cola company is global business leader with more than 400 brands which presence in over 220 countries around the world.

Coca-cola in Pakistan

Coca-cola first time came to Pakistan in and working as franchising system and in 1997 they start working as company. Head quarter of coca-cola in Pakistan is set in Lahore, while the other seven units working in Pakistan in other cities.



Mission

Coca-cola PAKISTAN exist to refresh the consumers, inspire moments of optimism through our brands and actions as well as benefit all stakeholders, which we will do with highest social responsibility and with uncompromising commitment towards quality of our products and integrity in our operations to create value for our share holders.

Vision

To become a market leader in ready to drink segment while adding best-in-class value to all stakeholders.

Values

We value and respect our people

Working together as a team, accepting differences among people and sharing the same values.

Recognizing and rewarding our people to raise performance and loyalty

Treating everyone fairly with trust and respect

Developing people to their maximum potential

Objective

The ultimate objectives of our business strategy are to increase volume, expand our share of worldwide nonalcoholic ready-to-drink beverage sales, maximize our long- term cash flows and create economic value added by improving economic profit. The coca-cola system has more than 16 million customers around the world that sell or serve our products directly to consumers. We keenly focus on enhancing value for these customers and helping them grow their beverage businesses. We strive to understand each customer’s business and needs, whether that customer is a sophisticated retailer in a developed market or a kiosk owner in an emerging market.


Coca-cola Management Project There are nearly six billion people in the world who are potential consumers of our Company’s products. Ultimately, our success in achieving our mission depends on our ability to satisfy more of their beverage consumption demands and our ability to add value for our customers. We achieve this when we place the right products in the right markets at the right time.

A product is anything that can be offered to a market that might satisfy a want or need. The products of the coca-cola company touch lives everywhereour core brans have made an impact around the world; brands such as Fanta; Sprite; and of course, coca-cola, are available and recognized in many countries. Each of our other brands are distributd in one or more countries, and is tailored to the cultures and tastes of those consumers. So wherever you are, you’re sure to find a coca-cola product to enjoy.

Coca-cola product planing

Coca-cola’s product includes

Sprite

Fanta

Coke


http://en.wikipedia.org/wiki/Market

Coca-cola Management Project Kinley

Product strategy of Coca-cola

Coca-cola product line

Coca-cola product line includes soft drink products.

Sprite 3G

Sprite Zero

Fanta Citrus

Minute Maid

Dite Coke





Conclusion

Coca-cola has made a separate brand image in Pakistan. Product line is very vast. They study the behaviors of the Pakistani customers. Coca-cola has specific product feature. Product quality assurance.



World of Coca-Cola

The exterior of the new World of Coca-Cola at Pemberton Place.

The World of Coca-Cola is a permanent exhibition featuring the history of The Coca-

Cola Company and its well-known advertising as well as a host of entertainment areas

and attractions. It is located in Atlanta, Georgia at Pemberton Place (named in honor of

John Pemberton, the inventor of Coca-Cola), a 20-acre (81,000 m2) complex located

across Baker Street from Centennial Olympic Park that also includes the Georgia

Aquarium. It opened to the public on May 24, 2007, relocating from and replacing the

original exhibit.



Original Museum

Former World of Coca-Cola by Underground Atlanta

The original World of Coca-Cola was in the heart of downtown Atlanta, adjacent to the

Underground Atlanta shopping area at 55 Martin Luther King Jr Drive. It was opened in

1991, and remained open for 17 years until it was replaced by the New World of Coca-

Cola at Pemberton Place. The original World of Coca-Cola Atlanta welcomed around

nine million visitors during that time to become Atlanta's most visited indoor attraction

The museum was located in a three-story pavilion and at its entrance had a huge neon

Coca-Cola sign (30 feet high and 26 feet wide). The tour started on the top floor and

worked downwards, featuring approximately 1,000 Coca-Cola artifacts presented in

chronological order, interactive exhibits such as a replica 1930s soda fountain and video

presentations of Coca-Cola advertising over the years and a 10-minute film "Every Day

of Your Life" about Coke across the world.



Atlanta Beginnings (1886-1892)

Drink Coca-Cola

It was 1886, and in New York Harbor, workers were constructing the Statue of Liberty.

Eight hundred miles away, another great American symbol was about to be unveiled.

Like many people who change history, John Pemberton, an Atlanta pharmacist, was

inspired by simple curiosity. One afternoon, he stirred up a fragrant, caramel-colored

liquid and, when it was done, he carried it a few doors down to Jacobs' Pharmacy. Here,

the mixture was combined with carbonated water and sampled by customers who all

agreed -- this new drink was something special. So Jacobs' Pharmacy put it on sale for

five cents a glass.

Pemberton's bookkeeper, Frank Robinson, named the mixture Coca-Cola®, and wrote it

out in his distinct script. To this day, Coca-Cola is written the same way. In the first year,

Pemberton sold just 9 glasses of Coca-Cola a day.

A century later, The Coca-Cola Company has produced more than 10 billion gallons of

syrup. Unfortunately for Pemberton, he died in 1888 without realizing the success of the

beverage he had created.



Over the course of three years, 1888-1891, Atlanta businessman Asa Griggs Candler

secured rights to the business for a total of about $2,300. Candler would become the

Company's first president, and the first to bring real vision to the business and the brand.

Beyond Atlanta (1893-1904)

Delicious and Refreshing

Asa G. Candler, a natural born salesman, transformed Coca-Cola from an invention into a

business. He knew there were thirsty people out there, and Candler found brilliant and

innovative ways to introduce them to this exciting new refreshment. He gave away

coupons for complimentary first tastes of Coca-Cola, and outfitted distributing

pharmacists with clocks, urns, calendars and apothecary scales bearing the Coca-Cola

brand. People saw Coca-Cola everywhere, and the aggressive promotion worked. By

1895, Candler had built syrup plants in Chicago, Dallas and Los Angeles.

Inevitably, the soda's popularity led to a demand for it to be enjoyed in new ways. In

1894, a Mississippi businessman named Joseph Biedenharn became the first to put Coca-

Cola in bottles. He sent 12 of them to Candler, who responded without enthusiasm.

Despitebeing a brilliant and innovative businessman, he didn't realize then that the future

of Coca-Cola would be with portable, bottled beverages customers could take anywhere.

He still didn't realize it five years later, when, in 1899, two Chattanooga lawyers,



Benjamin F. Thomas and Joseph B. Whitehead, secured exclusive rights from Candler to

bottle and sell the beverage -- for the sum of only one dollar.

Safeguarding the Brand (1905-1918)

Coca-Cola Revives and Sustains Good to the Last Drop

Imitation may be the sincerest form of flattery, but The Coca-Cola Company was none

too pleased about the proliferation of copycat beverages taking advantage of its success.

This was a great product, and a great brand. Both needed to be protected. Advertising

focused on the authenticity of Coca-Cola, urging consumers to "Demand the genuine"

and "Accept no substitute."

The Company also decided to create a distinctive bottle shape to assure people they were

actually getting a real Coca-Cola. The Root Glass Company of Terre Haute, Indiana, won

a contest to design a bottle that could be recognized in the dark. In 1916, they began

manufacturing the famous contour bottle. The contour bottle, which remains the signature

shape of Coca-Cola today, was chosen for its attractive appearance, original design and

the fact that, even in the dark, you could identify the genuine article.

As the country roared into the new century, The Coca-Cola Company grew rapidly,

moving into Canada, Panama, Cuba, Puerto Rico, France, and other countries and U.S.



territories. In 1900, there were two bottlers of Coca-Cola; by 1920, there would be about

1,000.

The Woodruff Legacy (1919-1940)

Perhaps no person had more impact on The Coca-Cola Company than Robert Woodruff.

In 1923, four years after his father Ernest purchased the Company from Asa Candler,

Woodruff became the Company president. While Candler had introduced the U.S. to

Coca-Cola, Woodruff would spend more than 60 years as Company leader introducing

the beverage to the world beyond.

Woodruff was a marketing genius who saw opportunities for expansion everywhere. He

led the expansion of Coca-Cola overseas and in 1928 introduced Coca-Cola to the

Olympic Games for the first time when Coca-Cola traveled with the U.S. team to the

1928 Amsterdam Olympics. Woodruff pushed development and distribution of the six-

pack, the open top cooler, and many other innovations that made it easier for people to

drink Coca-Cola at home or away. This new thinking made Coca-Cola not just a huge

success, but a big part of people's lives.

The War and its Legacy (1941-1959)

Where There's Coke There's Along the Highway to

Hospitality Anywhere



In 1941, America entered World War II. Thousands of men and women were sent

overseas. The country, and Coca-Cola, rallied behind them. Woodruff ordered that "every

man in uniform gets a bottle of Coca-Cola for 5 cents, wherever he is, and whatever it

costs the Company." In 1943, General Dwight D. Eisenhower sent an urgent cablegram

to Coca-Cola, requesting shipment of materials for 10 bottling plants. During the war,

many people enjoyed their first taste of the beverage, and when peace finally came, the

foundations were laid for Coca-Cola to do business overseas.

Woodruff’s vision that Coca-Cola be placed within "arm's reach of desire," was coming

true -- from the mid-1940s until 1960, the number of countries with bottling operations

nearly doubled. Post-war America was alive with optimism and prosperity. Coca-Cola

was part of a fun, carefree American lifestyle, and the imagery of its advertising -- happy

couples at the drive-in, carefree moms driving big yellow convertibles -- reflected the

spirit of the times.

A world of Customers (1960-1981)

After 70 years of success with one brand, Coca-Cola®, the Company decided to expand

with new flavors: Fanta®, originally developed in the 1940s and introduced in the 1950s;

Sprite® followed in 1961, with TAB® in 1963 and Fresca® in 1966. In 1960, The Coca-

Cola Company acquired The Minute Maid Company, adding an entirely new line of

business -- juices -- to the Company.

The Company's presence worldwide was growing rapidly, and year after year, Coca-Cola

found a home in more and more places: Cambodia, Montserrat, Paraguay, Macau, Turkey

and more.

Advertising for Coca-Cola, always an important and exciting part of its business, really

came into its own in the 1970s, and reflected a brand connected with fun, friends and



good times. The international appeal of Coca-Cola was embodied by a 1971 commercial,

where a group of young people from all over the world gathered on a hilltop in Italy to

sing "I'd Like to Buy the World a Coke."

In 1978, The Coca-Cola Company was selected as the only Company allowed to sell

packaged cold drinks in the People's Republic of China.

Diet coke and new coke (1982-1989)

Coke Is It You Can't Beat the Feeling

The 1980s -- the era of legwarmers, headbands and the fitness craze, and a time of much

change and innovation at The Coca-Cola Company. In 1981, Roberto C. Goizueta

became chairman of The Board of Directors and CEO of The Coca-Cola Company.

Goizueta, who fled Castro's Cuba in 1961, completely overhauled the Company with a

strategy he called "intelligent risk taking."

Among his bold moves was organizing the numerous U.S. bottling operations into a new

public company, Coca-Cola Enterprises Inc. He also led the introduction of diet Coke®,

the very first extension of the Coca-Cola trademark; within two years, it had become the

top low-calorie drink in the world, second in success only to Coca-Cola.

One of Goizueta's other initiatives, in 1985, was the release of a new taste for Coca-Cola,

the first change in formulation in 99 years. In taste tests, people loved the new formula,

commonly called “new Coke.” In the real world, they had a deep emotional attachment to



the original, and they begged and pleaded to get it back. Critics called it the biggest

marketing blunder ever. But the Company listened, and the original formula was returned

to the market as Coca-Cola classic®, and the product began to increase its lead over the

competition -- a lead that continues to this day.

New markets and Brands (1990-1999)

You Can't Beat the Real Thing Always Coca-Cola

The 1990s were a time of continued growth for The Coca-Cola Company. The

Company's long association with sports was strengthened during this decade, with

ongoing support of the Olympic Games, FIFA World Cup™ football (soccer), Rugby

World Cup and the National Basketball Association. Coca-Cola classic became the

Official Soft Drink of NASCAR racing, connecting the brand with one of the world's

fastest growing and most popular spectator sports.

And 1993 saw the introduction of the popular "Always Coca-Cola" advertising campaign,

and the world met the lovable Coca-Cola Polar Bear for the first time. New markets

opened up as Coca-Cola products were sold in East Germany in 1990 and returned to

India in 1993.

New beverages joined the Company's line-up, including Powerade® sports drink, Qoo®

children's including Power ade® sports drink, Qoo® children's fruit drink and Dasani®



bottled water. The Company's family of brands further expanded through acquisitions,

including Limca®, Maaza® and Thums Up® in India, Barq's® root beer in the U.S., Inca

Kola® in Peru, and Cadbury Schweppes'® beverage brands in more than 120 countries

around the world. By 1997, the Company already sold 1 billion servings of its products

every day, yet knew that opportunity for growth was still around every corner.

Coca-cola Now (2000-Now)

In 1886, Coca-Cola® brought refreshment to patrons of a small Atlanta pharmacy. Now

well into its second century, the Company's goal is to provide magic every time someone

drinks one of its more than 400 brands. Coca-Cola has fans from Boston to Budapest to

Bahrain, drinking brands such as Ambasa, Vegitabeta and Frescolita. In the remotest

comers of the globe, you can still find Coca-Cola.

Coca-Cola is committed to local markets, paying attention to what people from different

cultures and backgrounds like to drink, and where and how they want to drink it. With its

bottling partners, the Company reaches out to the local communities it serves, believing

that Coca-Cola exists to benefit and refresh everyone it touches.

From the early beginnings when just nine drinks a day were served, Coca-Cola has grown

to the world’s most ubiquitous brand, with more than 1.4 billion beverage servings sold

each day. When people choose to reach for one of The Coca-Cola Company brands, the

Company wants that choice to be exciting and satisfying, every single time.



Contour bottle design

The equally famous Coca-Cola bottle, called the "contour bottle" within the company, but

known to some as the "hobble skirt" bottle, was created in 1915 by bottle designer Earl R.

Dean. In 1915, the Coca-Cola Company launched a competition among its bottle

suppliers to create a new bottle for the beverage that would distinguish it from other

beverage bottles, "a bottle which a person could recognize even if they felt it in the dark,

and so shaped that, even if broken, a person could tell at a glance what it was."

Earl R. Dean's original 1915 concept drawing of the contour Coca-Cola bottle

Chapman J. Root, president of the Root Glass Company, turned the project over to

members of his supervisory staff, including company auditor T. Clyde Edwards, plant

superintendent Alexander Samuelsson, and Earl R. Dean, bottle designer and supervisor

of the bottle molding room. Root and his subordinates decided to base the bottle's design

on one of the soda's two ingredients, the coca leaf or the kola nut, but were unaware of

what either ingredient looked like. Dean and Edwards went to the Emeline Fairbanks

Memorial Library and were unable to find any information about coca or kola. Instead,

Dean was inspired by a picture of the gourd-shaped cocoa pod in the Encyclopedia

Britannica. Dean made a rough sketch of the pod and returned back to the plant to show

Mr. Root. He explained to Root how he could transform the shape of the pod into a

bottle. Chapman Root gave Dean his approval.

The prototype never made it to production since its middle diameter was larger than its

base, making it unstable on conveyor belts.

Faced with the upcoming scheduled maintenance of the mold-making machinery, over

the next 24 hours Dean sketched out a concept drawing which was approved by Root the

next morning. Dean then proceeded to create a bottle mold and produced a small number

of bottles before the glass-molding machinery was turned off.



Chapman Root approved the prototype bottle and a design patent was issued on the bottle

in November, 1915. The prototype never made it to production since its middle diameter

was larger than its base, making it unstable on conveyor belts. Dean resolved this issue

by decreasing the bottle's middle diameter. During the 1916 bottler's convention, Dean's

contour bottle was chosen over other entries and was on the market the same year. By

1920, the contour bottle became the standard for the Coca-Cola Company. Today, the

contour Coca-Cola bottle is one of the most recognized packages on the planet..."even in

the dark!"

As a reward for his efforts, Dean was offered a choice between a $500 bonus or a lifetime

job at the Root Glass Company. He chose the lifetime job and kept it until the Owens-

Illinois Glass Company bought out the Root Glass Company in the mid-1930s. Dean

went on to work in other Midwestern glass factories.

Although endorsed by some[who?], this version of events is not considered authoritative

by many[who?] who consider it implausible. One alternative depiction has Raymond

Loewy as the inventor of the unique design, but, while Loewy did serve as a designer of

Coke cans and bottles in later years, he was in the French Army the year the bottle was

invented and did not emigrate to the United States until 1919. Others have attributed

inspiration for the design not to the cocoa pod, but to a Victorian hooped dress.[49]

In 1944, Associate Justice Roger J. Traynor of the Supreme Court of California took

advantage of a case involving a waitress injured by an exploding Coca-Cola bottle to

articulate the doctrine of strict liability for defective products. Traynor's concurring

opinion in Escola v. Coca-Cola Bottling Co. is widely recognized as a landmark case in

U.S. law today.

In 1997, Coca-Cola also introduced a "contour can," similar in shape to its famous bottle,

on a few test markets, including Terre Haute, Indiana. The new can has never been

widely released.



A new slim and tall can began to appear in Australia as of December 20, 2006, it cost

AU$1.95. The cans have a distinct resemblance to energy drinks that are popular with

teenagers. The cans were commissioned by Domino's Pizza and are available exclusively

at their restaurants.

In January 2007, Coca-Cola Canada changed "Coca-Cola Classic" labeling, removing the

"Classic" designation, leaving only "Coca-Cola." Coca-Cola stated this is merely a name

change and the product remains the same. The cans still bear the "Classic" logo in the

United States.

The original Coca-Cola logo, trademarked at the USPTO, and used by Coca-Cola

Enterprises

Coca-Cola is a registered trademark in most countries. The U.S. trademark for "Coca-

Cola" was first filed on May 14, 1892 with the description "nutrient or tonic beverages".

This filing became a registered United States trademark on January 31, 1893 and

continues to be renewed through the end of December 2009. In the UK, Coca-Cola was

registered with the UK Patent Office on July 11, 1922, under registration number 427817.

In 2007, Coca-Cola introduced an aluminum can designed to look like the original glass

Coca-Cola bottles.

In 2007, the company's logo on cans and bottles changed. The cans and bottles retained

the red color and familiar typeface, but the design was simplified, leaving only the logo

and a plain white swirl (the "dynamic ribbon").

In 2008, in some parts of the world, the plastic bottles for all Coke varieties (including

the larger 1.25- and 2-liter bottles) was changed to include a new plastic screw cap and a

contoured bottle shape designed to evoke the old glass bottles



Chapter # 1

Manager:

Someone who coordinates and oversees the work of other people so that organizational

goals can be accomplished.

First Line Manager:

Managers at the lowest level of the organization that manage the work of non managerial

employees.

Top Managers:

Managers at or near the upper levels of the organization structure who are responsible for

making organization-wide decisions and establishing the goals and plans that affect the

entire organization.

Management:

Coordinating and overseeing the work activities of other so that their activities are

completed efficiently and effectively.

Middle Managers:

Managers between the first level and the top level of the organization who manage the

work of first-line managers.

Efficiency:

Doing things right, or getting the most output from the least among of inputs.

Planning:

Management functions that involves defining goals, establishing strategies for achieving

those goals, and developing plans to integrate and coordinate activities.



Leading:

Management factions that involve working with and through people to accomplish

organizational goals.

Controlling:

Management function that involves monitoring, comparing and correcting work

performance.

Organizing:

Management function that involves arranging and structuring work to accomplish the

organization’s goals.

Management Roles:

Specific categories of management behavior.

Interpersonal Roles:

Managerial roles that involve people and other duties those are ceremonial and symbolic

in nature.

Informational Roles:

Managerial roles that involves collecting, receiving, and disseminating information.

Decisional Roles:

Managerial roles that revolve around making choices.

Technical Skills:

Job-Specific knowledge and techniques needed to proficiently perform specific tasks.

Human Skills:



The ability to work well with other people individually and in a group.

Conceptual Skills:

The ability to think and to conceptualize about abstract and complex situations.

Organization:

A deliberate arrangement of people to accomplish some specific purpose.

Universality of Management:

The reality that management is all types and sizes of organizations, at all organizational

levels, in all organizational areas, and in organizations in all countries around the globe.

Main article: New Coke

On April 23, 1985, Coca-Cola, amid much publicity, attempted to change the formula of

the drink with "New Coke". Follow-up taste tests revealed that most consumers preferred

the taste of New Coke to both Coke and Pepsi, but Coca-Cola management was

unprepared for the public's nostalgia for the old drink, leading to a backlash. The

company gave in to protests and returned to a variation of the old formula, with high-

fructose replacing cane sugar, under the name Coca-Cola Classic on July 10, 1985.

21st Century



On February 7, 2005, the Coca-Cola Company announced that in the second quarter of

2005 they planned to launch a Diet Coke product sweetened with the artificial sweetener

sucralose ("Splenda"), the same sweetener currently used in Pepsi One. On March 21,

2005, it announced another diet product, Coca-Cola Zero, sweetened partly with a blend

of aspartame and acesulfame potassium. In 2007, Coca-Cola began to sell a new "healthy

soda": Diet Coke with vitamins B6, B12, magnesium, niacin, and zinc, marketed as "Diet

Coke Plus."

On July 5, 2005, it was revealed that Coca-Cola would resume operations in Iraq for the

first time since the Arab League boycotted the company in 1968.

In April 2007, in Canada, the name "Coca-Cola Classic" was changed back to "Coca-

Cola." The word "Classic" was truncated because "New Coke" was no longer in

production, eliminating the need to differentiate between the two. The formula remained

unchanged.

In January 2009, Coca-Cola stopped printing the word "Classic" on the labels of 16-

ounce bottles sold in parts of the southeastern United States. The change is part of a

larger strategy to rejuvenate the product's image.

In November 2009, due to a dispute over wholesale prices of Coca-Cola products, Costco

stopped restocking its shelves with Coke and Diet Coke.

Use of stimulants in formula

When launched Coca-Cola's two key ingredients were cocaine (benzoylmethyl ecgonine)

and caffeine. The cocaine was derived from the coca leaf and the caffeine from kola nut,

leading to the name Coca-Cola (the "K" in Kola was replaced with a "C" for marketing

purposes).

Coca — cocaine



Pemberton called for five ounces of coca leaf per gallon of syrup, a significant dose; in

1891, Candler claimed his formula (altered extensively from Pemberton's original)

contained only a tenth of this amount. Coca-Cola did once contain an estimated nine

milligrams of cocaine per glass, but in 1903 it was removed. Coca-Cola still contains

coca flavoring.

After 1904, instead of using fresh leaves, Coca-Cola started using "spent" leaves — the

leftovers of the cocaine-extraction process with cocaine trace levels left over at a

molecular level. To this day, Coca-Cola uses as an ingredient a cocaine-free coca leaf

extract prepared at a Stepan Company plant in Maywood, New Jersey.

In the United States, Stepan Company is the only manufacturing plant authorized by the

Federal Government to import and process the coca plant, which it obtains mainly from

Peru and, to a lesser extent, Bolivia. Besides producing the coca flavoring agent for

Coca-Cola, Stepan Company extracts cocaine from the coca leaves, which it sells to

Mallinckrodt, a St. Louis, Missouri pharmaceutical manufacturer that is the only

company in the United States licensed to purify cocaine for medicinal use. Stepan

Company buys about 100 metric tons of dried Peruvian coca leaves each year, according

to Marco Castillo, spokesman for Peru's state-owned National Coca Co.

Kola nuts — caffeine

Kola nuts act as a flavoring and the source of caffeine in Coca-Cola. In Britain, for

example, the ingredient label states "Flavourings (Including Caffeine). Kola nuts contain

about 2 percent to 3.5 percent caffeine, are of bitter flavor and are commonly used in cola

soft drinks. In 1911, the U.S. government initiated United States v. Forty Barrels and

Twenty Kegs of Coca-Cola, hoping to force Coca-Cola to remove caffeine from its

formula. The case was decided in favor of Coca-Cola. Subsequently, in 1912 the U.S.

Pure Food and Drug Act was amended, adding caffeine to the list of "habit-forming" and

"deleterious" substances which must be listed on a product's label.



Coca-Cola contains 46 mg of caffeine per 12 fluid ounces, while Caffeine-Free Coca-

Cola and Diet Coke Caffeine-Free contains 0 mg

Conclusion

After our research of coca-cola, we come to conclusion that coca-cola has a good product as far as soft drinks are concerned. But they have to increase other varieties to attract the customers.

Reference:




COCA-COLA

Documents

cocacola system

cocacola brand management

cocacola distribution

brand of coca

entire management project

head quarter of coca

management implementation

economic value