Coca-Cola history began in 1886 when the curiosity of an Atlanta pharmacist, Dr. John S. Pemberton, led him to create a distinctive tasting soft drink that could be sold at soda fountains. He created a flavoured syrup, took it to his neighbourhood pharmacy, where it was mixed with carbonated water and deemed “excellent” by those who sampled it. Dr. Pemberton’s partner and bookkeeper, Frank M. Robinson, is credited with naming the beverage “Coca-Cola” as well as designing the trademarked, distinct script, still used today. Prior to his death in 1888, just two years after creating what was to become the world’s #1-selling sparkling beverage, Dr. Pemberton sold portions of his business to various parties, with the majority of the interest sold to Atlanta businessman, As a G. Candler. Under Mr. Candler’s leadership, distribution of Coca-Cola expanded to soda fountains beyond Atlanta. In 1894, impressed by the growing demand for Coca-Cola and the desire to make the beverage portable, Joseph Biedenharn installed bottling machinery in the rear of his Mississippi soda fountain, becoming the first to put Coca-Cola in bottles. Large scale bottling was made possible just five years later, when in 1899, three enterprising businessmen in Chattanooga, Tennessee secured exclusive rights to bottle and sell Coca-Cola. The three entrepreneurs purchased the bottling rights from As a Candler for just $1. Benjamin Thomas, Joseph Whitehead and John Lupton developed what became the Coca-Cola worldwide bottling system.

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CASE STUDY ON COCA – COLA’S LOSING CHARM AND GLORY IN
INTERNATIONAL MARKETS
Varun Kesavan, Research Scholar, Palakkad, Email Id –
varunkesavan@yahoo.com
INTRODUCTION
Coca-Cola history began in 1886 when the curiosity of an Atlanta pharmacist, Dr. John S.
Pemberton, led him to create a distinctive tasting soft drink that could be sold at soda
fountains. He created a flavoured syrup, took it to his neighbourhood pharmacy, where it
was mixed with carbonated water and deemed “excellent” by those who sampled it. Dr.
Pemberton’s partner and bookkeeper, Frank M. Robinson, is credited with naming the
beverage “Coca-Cola” as well as designing the trademarked, distinct script, still used today.
Prior to his death in 1888, just two years after creating what was to become the world’s #1-
selling sparkling beverage, Dr. Pemberton sold portions of his business to various parties,
with the majority of the interest sold to Atlanta businessman, As a G. Candler. Under Mr.
Candler’s leadership, distribution of Coca-Cola expanded to soda fountains beyond Atlanta.
In 1894, impressed by the growing demand for Coca-Cola and the desire to make the
beverage portable, Joseph Biedenharn installed bottling machinery in the rear of his
Mississippi soda fountain, becoming the first to put Coca-Cola in bottles. Large scale bottling
was made possible just five years later, when in 1899, three enterprising businessmen in
Chattanooga, Tennessee secured exclusive rights to bottle and sell Coca-Cola. The three
entrepreneurs purchased the bottling rights from As a Candler for just $1. Benjamin Thomas,
Joseph Whitehead and John Lupton developed what became the Coca-Cola worldwide
bottling system.

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Among the biggest challenges for early bottlers, were imitations of the beverage by
competitors coupled with a lack of packaging consistency among the 1,000 bottling plants at
the time. The bottlers agreed that a distinctive beverage needed a standard and distinctive
bottle, and in 1916, the bottlers approved the unique contour bottle. The new Coca-Cola
bottle was so distinctive it could be recognized in the dark and it effectively set the brand
apart from competition. The contoured Coca-Cola bottle was trademarked in 1977. Over the
years, the Coca-Cola bottle has been inspiration for artists across the globe — a sampling of
which can be viewed at the World of Coca-Cola in Atlanta.
The first marketing efforts in Coca-Cola history were executed through coupons promoting
free samples of the beverage. Considered an innovative tactic back in 1887, couponing was
followed by newspaper advertising and the distribution of promotional items bearing the
Coca-Cola script to participating pharmacies.
Fast forward to the 1970s when Coca-Cola’s advertising started to reflect a brand connected
with fun, friends and good times. Many fondly remember the 1971 Hilltop Singers performing
“I’d Like to Buy the World a Coke”, or the 1979 “Have a Coke and a Smile” commercial
featuring a young fan giving Pittsburgh Steeler, “Mean Joe Greene”, a refreshing bottle of
Coca-Cola. You can enjoy these and many more advertising campaigns from around the
world in the Perfect Pauses Theater at the World of Coca-Cola.
The 1980s featured such memorable slogans as “Coke is it!”, “Catch the Wave” and “Can’t
Beat the Feeling”. In 1993, Coca-Cola experimented with computer animation, and the
popular “Always Coca-Cola” campaign was launched in a series of ads featuring animated
polar bears. Each animated ad in the “Always Coca-Cola” series took 12 weeks to produce
from beginning to end. The bears were, and still are, a huge hit with consumers because of
their embodiment of characteristics like innocence, mischief and fun. A favourite feature at
the World of Coca-Cola is the ability to have your photo taken with the beloved 7′ tall Coca-
Cola Polar Bear.

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The Coca-Cola Company (TCCC) is the world’s largest beverage company, refreshing
consumers with more than 500 sparkling and still beverage brands. Globally, TCCC is the
No. 1 provider of sparkling beverages, ready-to-drink coffees, juices and juice drinks. While
we are simply viewed as ‘Coca-Cola’, globally, the Coca-Cola System operates through
multiple local channels; the ‘Coca-Cola System’ is not a single entity from a legal or
managerial perspective.
The Company has the strongest portfolio of brands in the non-alcoholic beverage industry –
now featuring 20 brands that generate more than $1 billion USD in annual retail sales.
About Coca-Cola India
Coca-Cola India is one of the country’s leading beverage companies, offering a range of
healthy, safe, high quality, refreshing beverage options to consumers. Over the last 22
years, ever since its re-entry in 1993, the company has gone on to establish an unmatched
portfolio of beverages; refreshing consumers with its leading beverage brands like Coca-
Cola, Coca-Cola Zero, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Minute Maid
range of juices, Georgia and Georgia Gold range of hot and cold tea and coffee options,
Kinley and Bonaqua packaged drinking water, Kinley Club Soda and BURN energy drink.
The Company along with its bottling partners, through a strong network of over 2.6 million
retail outlets, touches the lives of millions of consumers. Its brands are some of the most
preferred and most sold beverages in the country – Thums Up and Sprite – being the top
selling sparkling beverages. The Coca-Cola system in India has already invested USD 2
Billion till 2011, since its re-entry into India. The company will be investing another USD 5
Billion till the year 2020. The Coca-Cola system in India directly employs over 25,000 people
including those on contract. The system has created indirect employment for more than 1,
50,000 people in related industries through its vast procurement, supply and distribution
system. We strive to ensure that our work environment is safe and inclusive and that there
are plentiful opportunities for our people in India and across the world.

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With an enduring commitment to building sustainable communities, our Company is focused
on initiatives that reduce our environmental footprint, support active, healthy living, create a
safe, inclusive work environment for our associates, and contribute to the development of
the communities where we operate. Some its Company’s flagship community development
programs include the “Support My School” program, the “Parivartan” retailer training
program, women empowerment program as a part of the global 5BY20 campaign etc. To
know more about our sustainability initiatives click here.
TCCC re-entered the Indian markets post the economic liberalization of 1991 and
established Coca-Cola India Private Limited (CCIPL) as its wholly-owned subsidiary in 1992.
Entities comprising the Coca-Cola System in India are presented below.
In India, the Coca-Cola system comprises of a wholly owned subsidiary of The Coca-Cola
Company namely Coca-Cola India Pvt Ltd which manufactures and sells concentrate and
beverage bases and powdered beverage mixes, a Company-owned bottling entity, namely,
Hindustan Coca-Cola Beverages Pvt Ltd; thirteen licensed bottling partners of The Coca-
Cola Company, who are authorized to prepare, package, sell and distribute beverages under
certain specified trademarks of The Coca-Cola Company; and an extensive distribution

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system comprising of our customers, distributors and retailers. Coca-Cola India Private
Limited sells concentrate and beverage bases to authorized bottlers who are authorized to
use these to produce our portfolio of beverages. These authorized bottlers independently
develop local markets and distribute beverages to grocers, small retailers, supermarkets,
restaurants and numerous other businesses. In turn, these customers make our beverages
available to consumers across India.
PRODUCTS LISTS AND DESCRIPTIONS
1. Coca-Cola
In India, Coca-Cola was the leading soft-drink till 1977 when the government 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 and inaccessible parts of the nation.
2. Diet Coke
Diet Coke, also known as Coca-Cola light in some markets, is a sugar free soft drink.
It was first introduced in the United States on August 9, 1982, as the first new brand
since 1886 to use the Coca-Cola Trademark. Today, Diet Coke/Coca-Cola light is
one of the largest and most successful brands of The Coca-Cola Company, available
in more than 150 markets around the world.

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3. Coca-Cola Zero
Coca-Cola Zero is one of The Coca-Cola Company's most successful and significant
innovations. It offers the same ‘Great Coke Taste, with Zero Sugar’. Launched in
2005 in America, Coca-Cola Zero is now available in 150 countries including India.
Coca-Cola Zero is one of the 20 billion dollar brands of The Coca-Cola Company in
revenue terms and is one of the fastest to this milestone.
4. Thums Up
TODAY IT IS ONE OF THE LARGEST SELLING SOFT DRINK BRAND IN INDIA.
Originally introduced in 1977, Thums Up was acquired by The Coca-Cola Company
in 1993
5. Sprite
SPRITE A 'CLEAR LIME' DRINK
Since its launch is 1999, Sprite has not only established itself as a brand which
successfully boasts it's 'cut-thru' perspective with an authentic, edgy, irreverent,
urban and straight forward style, but has also achieved status of an undisputed youth
'badge' brand. Today Sprite is one of the top two sparkling soft drinks in the country.

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6. FANTA
FANTA THE 'ORANGE' DRINK
Fanta entered the Indian market in the year 1993. Perceived as a fun youth brand,
Fanta stands for its vibrant colour, tempting taste and tingling bubbles that not just
uplifts feelings but also helps free spirit thus encouraging one to indulge in the
moment.
7. Limca
LIMCA'S FRESHNESS IS LIKE NO OTHER- 'LIME N LEMONI'
Born in 1971, Limca has remained unchallenged as the No.1 Sparkling Drink in the
Cloudy lemon Segment. The success formula is the sharp fizz and lemoni bite
combined with the single minded proposition of the brand as the provider of
"Freshness".
8. Maaza
MAAZA THE WHOLESOME FAMILY FUN
Introduced in 1970s, Maaza has today come to symbolize the very spirit of mangoes.
Universally loved for its taste, colour, thickness and wholesome properties, Maaza is
the mango lover's first choice.

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9. Maaza Milky Delite
Maaza Milky Delite is the latest innovation by Coca-Cola India developed specifically
for the Indian palette at the company’s R&D center in Gurgaon. It adds to Coca-Cola
India’s existing product portfolio which has a suite of “Made in India, Made for
India” offerings. Maaza Milky Delite is made of juicy mangoes combined with
delicious richness of milk solids. The product seeks to expand Maaza’s range of
mango offerings and provide more choice to the mango lover with new and unique
ways of enjoying their favourite fruit.
10. Minute Maid Pulpy Orange
Minute Maid – one of the world's largest juice and juice drink brands. The history of
the Minute Maid brand goes as far back as 1945 when the Florida Food Cooperation
developed orange juice powder. They branded it Minute Maid, a name connoting the
convenience and the ease of preparation (in a minute).
11. Minute Maid Guava
The launch happened in April 2013 in Delhi, Punjab, and UP & Kolkata.

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12. Minute Maid Mango
Launched in 2012 across India.
13. Minute Maid Mixed Fruit
Launched in the East in 2010 and scaled up in 2011 across the country.
14. Kinley Water
Kinley water comes with the assurance of safety from The Coca-Cola Company.
That is why we introduced Kinley with reverse –osmosis along with the latest
technology to ensure purity of our product. Because we believe that right to pure,
safe drinking water is fundamental.
15. Kinley Soda
Launched in 2002 Kinley soda today is no.1 national Soda brand.
16. Georgia Gold
Introduced in 2004, the GEORGIA range of tea and coffee beverages is the perfect
solution for your office and restaurant needs.
We provide you with an entire range of hot fresh brew coffee, hot premixed flavoured
tea, coffee, iced tea and cold coffee.

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17. Schweppes Ginger Ale
Schweppes was launched in India in 1999 after the international takeover of the
brand from Cadbury Schweppes. Ginger Ale is a bubbly and refreshing drink. Its
distinctive taste compliments and adds great flavour to all mock tails. It can also be
enjoyed on the rocks, as a standalone drink.
18. Schweppes Soda Water
Schweppes was launched in India in 1999 after the international takeover of the
brand from Cadbury Schweppes. Schweppes Soda Water is a crisp and refreshing
mixer.
19. Schweppes Tonic Water
Schweppes was launched in India in 1999 after the international takeover of the
brand from Cadbury Schweppes. Schweppes Tonic is an Iconic drink that dates back
to the 1870's.

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The harmful effects of coca – cola
First brewed by Dr. John Stith Pemberton in 1886, Coca-Cola has grown into the
world's best-selling soda brand. According to trade publication "Beverage Digest,"
Coca-Cola held a 17 percent share of the U.S. soda market in 2009, selling nearly
1.6 billion cases. For all its successes, Coca-Cola has been singled out on numerous
occasions for its negative health effects.
1. Sperm Count
The possibility of spermicidal effects of Coca-Cola was first reported in 1985 in the
New England Journal of Medicine. Two years later, researchers at Veterans General
Hospital in the Republic of China found that while Coca-Cola did reduce sperm
motility, it did not have a marked effect. In March 2010, Reuters reported the results
of a Danish study showing that men who drank 32 ounces or more of Coca-Cola
daily could reduce their sperm count by nearly 30 percent. The researchers believed
that overall nutrition played a role as non-cola drinkers tend to eat more fresh fruits
and vegetables, consume less caffeine and have an overall healthier lifestyle.
2. Stomach Acid
Coca-Cola is one of the most acidic beverages on the market. An interview with Dr.
James McKay, formerly of the Naval Medical Research Institute, found that colas are
closest in pH level to vinegar--between 2.0 and 3.4, according to the Food and Drug
Administration. A 2006 study published in the journal Inflammopharmacology

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showed that rats fed Coca-Cola exhibited an increased secretion of stomach
enzymes used to balance pH.
3. Caffeine
A 12-ounce service of Coca-Cola contains 64 mg of caffeine, according to
"Neuroscience for Kids," the website of a University of Washington professor, Dr.
Erik Chudler's. Dr. Chudler writes that caffeine takes effect when absorbed into the
bloodstream by the stomach and small intestine, which can happen between 15 and
60 minutes after consumption. While many people rely on caffeine to keep them
alert, caffeine can be dangerous as it constricts arteries and veins and boosts heart
rates.
4. Sugar
Doctors and nutritional experts caution against consuming large amounts of soft
drinks because of their high sugar levels. A 12-ounce serving of Coca-Cola contains
39 grams of sugar, or 13 percent of the Food and Drug Administration's
recommended daily allowance. Writer Wade Meredith traced the path of a Coca-
Cola after it is consumed. Within the first 20 minutes, the body synthesizes the
equivalent of 10 teaspoons of sugar, causing a blood sugar spike and massive
insulin secretion by the pancreas. Within 60 minutes of drinking the soda, the sugar
and insulin have passed through the digestive system. This generally leads to a
"crash," or decline in stamina, as the sugar has been quickly absorbed and burned
by the body for energy.

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5. Kidney Failures: The sweet sugar is definitely not the reason for a failing kidney
but the artificial sweeteners are. Hence consuming Diet versions of Coca Cola or
Pepsi have proved to produce more impairment than the sweet versions.
6. Metabolism Level Decreases: A glass of warm water can speed up you
metabolic rate but may taste awful after a workout session. A can of Coke can
surely be tasty but it really decreases the metabolism and helps in destroying the
fat burning enzymes in no time. Thus a can of either Diet Coke or simple Coca
Cola after a rigorous workout or busy day is strictly not advisable.
7. Obesity and Diabetes: Obesity was never a major problem when Coca Cola or
similar products were not introduced. But with an advent of these products, a
major portion of the population is turning obese which includes children and
teenagers.
Obesity is the root of diseases that affect heart, lungs, and kidney. Researchers
have also been proving that obesity may be a cause to trigger cancer cells.
Similarly, patients with diabetes must never touch beverages like Coke or Pepsi
since it increases level of sugar in blood by twofold. Non-diabetic persons should
avoid these drinks in order to keep diabetes away.

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8. Teeth and Bone Damage: The pH level of Coke or Pepsi is 3.2 which are quite
high. This pH level decides the acidic nature of a liquid. Hence these beverages are
acidic in nature and can dissolve bones and enamels very quickly.
9. Reproduction problems: A research has shown that the cans of Coke or Pepsi
are coated with such chemicals that may lead to reproduction problems with regular
consumption.
1. 10 minutes after drinking Coca-Cola (0.25)
You have just consumed 10 tsp of sugar. But you will not throw up because of the
phosphoric acid which lowers the sweet taste.
2. 20 minutes after drinking Coca-Cola (0.25)
The amount of sugar in the blood increases suddenly and causes insulin explosion.
Our liver reacts by turning blood sugar in fat (in this moment the liver is too busy).

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3. 40 minutes after drinking Coca-Cola (0.25)
Caffeine consumed through Coca-Cola is completely absorbed. Eye pupils grow,
blood pressure increases, and as a result the liver pumps even more sugar in the
blood stream. Adenosine receptors (found in the brain) are blocked and we do not
feel dizzy.
4. 45 minutes after drinking Coca-Cola (0.25)
Body increases dopamine production, which stimulates joy center in brain. Heroin
has the same effect.
5. 1 hour after drinking Coca-Cola (0.25)
Phosphoric acid reacts with calcium, magnesium and zinc in colon, causing
additional explosion in metabolism. Large amounts of sugar and artificial sweeteners
complicate this condition even more and also increase the release of calcium in
urine.

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6. More than an hour after drinking Coca-Cola (0.25)
Diuretic effects of caffeine affect our body (increased need of urinating). In this
phase all calcium, magnesium and zinc amounts, meant for our bones and body, as
well as natrium electrolytes, are released from the body.
7. 2 hours after drinking Coca-Cola (0.25)
The chaos in our body calms and we start feeling the lack of sugar. In these
moments you are easily irritated and upset. By now you have released all the water
from the Coca-Cola. But this water has previously connected to the most important
substances in our body necessary for our teeth, bones and nerves. This is the main
reason why in this moment your body does not have the minerals necessary for
normal function.
8. Few hours after drinking Coca-Cola (0.25)
The new habit you have created makes the organism feel the lack of caffeine and
need for another dose of Coca-Cola.

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Aftermath effects of coca cola beverages
1. Dipping of sales figures
2. Losing of brand value, brand loyalty.
3. Sluggish growth.
4. Loss of values like healthfulness, vitality, spirit, ingenuity, youthfulness.
5. Losing of bottling operations, and valuable assets.
6. Cutting of costs.
Questions
1. What are the various challenges present for Coca Cola?
2. Which kind of technology can be adopted for Coca Cola in near future?

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REFRENCES
1. https://www.worldofcoca-cola.com/about-us/coca-cola-history/
2. http://www.coca-colaindia.com/our-company/coca-cola-worldwide-and-in-
india/
3. http://www.coca-colaindia.com/our-products/product-list-descriptions/
4. http://well.blogs.nytimes.com/2015/08/09/coca-cola-funds-scientists-who-
shift-blame-for-obesity-away-from-bad-diets/
5. http://www.livestrong.com/article/131088-bad-effects-cocacola/
6. http://www.healthy-drinks.net/6-harmful-effects-of-drinking-coca-cola-coke-
or-pepsi/
7. http://www.healthyfoodhouse.com/what-happens-with-our-body-after-we-
drink-coca-cola/
8. http://www.forbes.com/sites/adamhartung/2014/10/28/coca-colas-problems-
show-us-a-giant-losing-relevance/