Word: indias
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Coke returned in 1993, after India's liberalization, buying a competitor's bottling network and local soft-drink brands like Thums Up cola and Limca lemon drink. Over the next decade, Coke invested more than $1 billion, turning a profit in India for the first time...
...fast, it was because they were able to demonstrate a certain amount of sincerity and transparency," says Santosh Desai, CEO of New Delhi--based marketing consultants Future Brands. "Sales were affected in the short term, [but] they did a good job of reassuring consumers." Atul Singh, CEO of Coke India since 2005, who once said the company was "continuously challenged" because of its foreign roots, now welcomes that scrutiny. "There's nothing like raising the bar for yourself when you are actually doing well," he says...
...prices 40% to 60% and later introduced new packaging, like 1.25-liter bottles, which boosted in-home consumption. After a drop in sales in 2006, the Indian market began to grow again in 2007. "I can't complain," says S.B.P. Rammohan, owner of Sri Sarvaraya Sugars Ltd., a southern-India Coke bottler. "It's no longer volume at all costs...
Another key--and another classic from the Coke playbook--has been keeping things cold. In India and China, tradition and a shortage of refrigeration mean that Coca-Cola is often drunk warm. In parts of China where cold drinks are traditionally considered unhealthy, it is even boiled and served with lemon or ginger. So coaxing consumers to drink cold Cokes--the company says 3°C is ideal--was part of the estimated $400 million that was spent on sponsoring last year's Beijing Olympics and related advertising. As sales rebounded in India, bottlers added new technology, including superinsulated retail refrigerators...
...such circumstances, the army is scarcely likely to cede what it has traditionally seen as its prerogatives, namely, directing foreign and defense policy. Already moves by Zardari to draw closer to Kabul and New Delhi have encountered resistance. For the Pakistan Army, India remains the principal enemy. That view is likely to remain unshaken as long as it perceives threats from the eastern border and Indian influence in Afghanistan...