1.

1 Introduction of the Brand Coca-Cola is the most popular and biggest-selling soft drink in history, as well as the best-known product in the world. The Coca-Cola Company claims that the beverage is sold in more than 200 countries. Created in Atlanta, Georgia, by Dr. John S. Pemberton, Coca-Cola was first intended as a patented drink which was offered as a fountain beverage by mixing Coca-Cola syrup with carbonated water. Coca-Cola was introduced in 1886, patented in 1887, registered as a trademark in 1893 and by 1895 it was being sold in every state and territory in the United States. In 1899, The Coca-Cola Company began franchised bottling operations in the United States. The company produces concentrate, which is then sold to licensed Coca-Cola bottlers throughout the world. The bottlers, who hold territorially exclusive contracts with the company, produce finished product in cans and bottles from the concentrate in combination with filtered water and sweeteners. The bottlers then sell, distribute and merchandise Coca-Cola to retail stores and vending machines. Such bottlers include Coca-Cola Enterprises, which is the largest single CocaCola bottler in North America and Western Europe. The Coca-Cola Company also sells concentrate for soda fountains to major restaurants and food service distributors. There are many factors, internal as well as external that impact the planning function of management within an organization, and Coca-Cola is no exception. More than a billion times every day, thirsty people around the world reach for Coca-Cola products for refreshment. CocaCola is the most popular and biggest-selling soft drink in history, as well as the best-known product in the world. The Coca-Cola franchise covers a population of approximately 398 million people. Coca-Cola Enterprises employs approximately 72,000 people who operate 463 facilities, 54,000 vehicles and approximately 2.4 million vending machines, beverage dispensers and coolers. It is present on all seven continents and is recognized by 94% of the world population. Coca-Cola might owe its origins to the United States, but its popularity has made it truly universal. Today, you can find Coca-Cola in virtually every part of the world.

Mission Vision The vision of Coca Cola is as follows: People: Be a great place to work where people are inspired to be the best they can be. Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs. Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value. Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities. Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities. Productivity: Be a highly effective, lean and fast-moving organization. To refresh the world. To inspire moments of optimism and happiness. To create value and make a difference.

1.2 Objectives of the study: To perform a brand audit of Coca Cola as a company. To identify the factors that help built Coca Cola as a brand. To identify the strategies followed by Coca Cola to sustain as a leading global brand. To understand the marketing plans of Coke.

1.3 THE COCA-COLA SYSTEM Coca Cola is a global business that operates on a local scale, in every community where they do business. Coke is able to create global reach with local focus because of the strength of the CocaCola system, which comprises more than 300 bottling partners worldwide.

While many view the company as simply "Coca-Cola," the system operates through multiple local channels. Coca Cola manufactures and sells concentrates, beverage bases and syrups to bottling operations, owns the brands and is responsible for consumer brand marketing initiatives. The bottling partners manufacture, package, merchandise and distribute the final branded beverages to customers and vending partners, who then sell products to consumers. All bottling partners work closely with customers -- grocery stores, restaurants, street vendors, convenience stores, movie theaters and amusement parks, among many others -- to execute localized strategies developed in partnership with the company. Customers then sell the products to consumers at a rate of 1.7 billion servings a day. The Coca-Cola system is not a single entity from a legal or managerial perspective, and the Company does not own or control most of the bottling partners.

1.4 Bottling Partners More than 300 bottling partners are responsible for manufacturing the beverages of Coca Cola. Below are some of list of the bottling partners: Africa Coca-Cola Hellenic Bottling Company Coca-Cola Sabco Peninsula Beverage Company Eurasia Central Bottling Company (CBC) Coca-Cola Hellenic Bottling Company Coca-Cola Iecek Coca-Cola Sabco European Union Casbega Cobega Coca-Cola Enterprises Coca-Cola Erfrischungsgetrnke (CCE) AG Coca-Cola Hellenic Bottling Company Latin America Coca-Cola FEMSA Coca-Cola Embonor

 North America Coca-Cola Enterprises Swire Beverages

Coca-Cola Polar Embotelladora Andina Embotelladoras ARCA, S.A.B. de Co. Grupo Continental, S.A.

1. COCA COLA IN NEPAL Coca-Cola was first introduced in Nepal in 1973, when it was imported from India, but local production began in 1979, with the establishment of Bottlers Nepal Limited (BNL). Coca-Cola Sabco acquired bottling rights from The Coca-Cola Company for Nepal in 2004. BNL, which has plants in the capital Kathmandu and Bharatpur, is the only bottler of Coca-Cola products in Nepal. The Marketing, Sales and Distribution strategy for BNL is titled Refresh the Marketplace and includes a robust Consumer Response System to address any consumer concerns, ideas and suggestions. BNL is also committed to strengthening the community through various programs, particularly in the health sector, as the country has the lowest per capita public health expenditure in the world. In association with the local community, BNL assists by supporting a Free Health Checkup Clinic at Bharatpur. The Nepalese enjoy Coca-Cola, Fanta and Sprite. It has been working under the strategy think globally act locally, which means that though the company is global like the way it maintains the international standard, rules, policies, quality etc., in some way the company also has to be able to localize itself in various countries in terms of pricing, way of their business, products protocol and products values. E.g. as per Mr. IP Sharma, International Affairs In charge at BNL Nepal, after the cost of production company add VAT of 13% while in India, after the cost of production, sales tax is added then only the VAT is

added to a final product. Its how company localizes the product as per the economic standard of the country. Its the way of balancing the economy with the price of the product. In Nepal, Coca cola work under the principle set by the headquarters. Sometimes it acts like hurdle in the operation. They basically face three kind of problem in Nepal which has often led them to lose their brand loyalty. Corruption Political Instability Strikes

One of the failures of Coca cola in Nepal was the Pineapple Fanta which was produced to test the market but it wasnt appealing to the customer which led to closure of the plant.