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Coca-Cola in India

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SUNY...

About the document

Jaime G.
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documents in English
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term papers
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9 pages
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Advanced
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  1. Introduction
  2. The origin of the Indian idea
  3. Indian culture
  4. The collectivism of India
  5. Hofstede's analysis
  6. Coca-Cola company
  7. System of business relations and regulations
  8. The image of the company
  9. Pesticide levels in Coca-Cola beverages
  10. Localized branding
  11. The attacks made by the rebels
  12. Conclusion
  13. Works cited

One of the impacts of globalization has been the merging between industrial-developed nations and traditional-centered countries. While this merger is based around business, the lines of communication in terms of brand identity, advertising, and corporate policies introduces the need for a cross-cultural alignment. Businesses trying to establish themselves in countries where social values and power allegiance differ from the company's ideological center of operations need to find a common ground by reinventing their image to suit the country. Such is the case with Coca-Cola, a U.S. based company that went international as early as the first two decades of the twentieth century (Coca-Cola Company-Heritage 2006). In 1993, when the company was set on dominating the soft drink market in India, their public image had to appeal to Indian consumers. An analysis of the Coca-Cola brand identity, compared to modern Indian culture will reveal what changes were made and why.

[...] The main slogan of Coca-Cola India is ?little drops of joy.? The mission statement on the American website reads, refresh the world in body, mind and spirit, to inspire moments of optimism through our brands and our actions and to create value and make a difference everywhere we engage (Coca-Cola Mission Statement 2009). However, the India corporate website is more focused on environment. As found on the Coca-Cola India website: Our commitment to protecting and preserving the environment extends throughout our organization. [...]


[...] Retrieved on 21 March from http://ibef.org/artdisplay.aspx?cat_id=447&art_id=6807 Jones, Eleanor & Ritzmann, Florian. (2009). "Coca-Cola at Home. Virginia.edu. Retrieved on 19 March from http://xroads.virginia.edu/~class/coke/coke.html Kaye, Jennifer. (2004). "Coca-Cola India." Tuck School of Business at Dartmouth. Retrieved on 21 March from http://mba.tuck.dartmouth.edu/pdf/2004-1-0085.pdf KnowIndia. (2009). "Culture and Lifestyle." KnowIndia.org. Retrieved on 22 March from http://www.knowindia.net/ KnowIndia. (2009). "National Song." KnowIndia.org. Retrieved on 22 March from http://www.knowindia.net/ Lal, Vinay. (2008). "Landscapes." UCLA. Retrieved on 20 March from http://www.sscnet.ucla.edu/southasia/Landscapes/mainlscape.html Mann, Clarence J. & Gotz, Klaus edited by. [...]


[...] In childhood a female must be subject to her father, in youth to her husband, when her lord is dead to her sons; a woman must never be independent (Zhang & Thakur 2009).? Due to the rapid economic growth in India within the past few decades, traditional gender roles have been changing. Women in the workplace are commonplace, as is female breadwinners. Likewise, the respect for women as business associates is awarded accordingly to the amount of power the woman has. [...]

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