Corporate Social Responsibility Initiatives in India Essay

1. Company Background Coke A sweet carbonated drink containing caramel and other flavoring components Invented in 1886 by Dr. J.S. Pemberton Contained extracts of coca shew leaves and Kola nuts Business sold in 1888 to business men Candler acqui loss competitors and promoted coca plant- boob Rapid sales increase since 1895 In 1894 J.A. Biedenharn invented merchandising the prepa rose-cheeked drink in bottles 2. Company Background (continued) In 1919 a group of investors bought coca dope for around $25 million Robert sweet woodruff turned the friendly club into what it is now One of the worlds nigh recognized brands and a MNE with huge profits 1993, coca plant smoke entered India by dint of a strategical alliance with Parle Exports By now, it offers a portfolio of world class quality beverages, extending through e very(prenominal)place 400 brands 3. SWOT abbreviation Strenghts Strong brand-name global dispersal clay high-profile global cordial movement Low c ost of achievement Broad-based bottling system High foodstuff place con perspectiver 4. SWOT Analysis Strenghts Weaknesses Strong brand-name Carbonates market is in decline Global distribution system Existing distribution system is less high-octane for non-carbonates High-profile global presence Health billing issues Low cost of operation Broad-based bottling strategy High market share 5. SWOT Analysis Strenghts Weaknesses Strong brand-name Carbonates market is in decline Global distribution system Existing distribution system is less efficient for non-carbonates High-profile global presence Health care issues Low cost of operation Broad-based bottling strategy High market shareOpportunities Expansion persona distribution strengths extended domestic market (India) Increasing average income in India 6. SWOT Analysis Strenghts Weaknesses Strong brand-name Carbonates market is in decline Global distribution system Existing distribution system is less efficient for non- carbonates High-profile global presence Health care issues Low cost of operation Broad-based bottling strategy High market share ThreatsOpportunities Competition from health drinks Expansion Competition from Pepsi Use distribution strengths Boycott in the Middle-East Large domestic market (India) presidential term regulations on Increasing average income in India production (license) 7. coca- smoke India CSR Initiatives Focus on Environment Responsibility 8. peeMethods Watershed Protection Community Watershed compact (CWP) (2005) Rain pee Harvesting Projects Kaladera typeset in Rajasthan (2006) Educating Jal Tarang (a part of World Water Day) (2007) Think jet-propelled plane, Go Green pass (2007) Film (2007) 9. Water (continued)Achievements1. trim down water role by 35% between 1999 to 20061. Reached zero water balance (2009)1. Returned all water in manufacturing processes (2010)2. Improved the livelihoods of Bottom of the profit populations (BOP) (poor farmers) 10. Wa ter name and address Reduce the emission of GHGs (especially HFCs and CO2) Methods 1. eKOfreshment Cooler Program (2000) 1. Converted old equipment to HFC-free fridges (2006) 2. Installed over 8500 units of HFC-free equipment (2007) 3. esKO Project (2007) 4. Enhanced energy efficiency5. Developed slide fastener care System (EMS) (2006) 11. Energy newly Coke Isdell wants to slenderise coca- dummys carbon footprint. E. Neville Isdell, chief executive officer 12. Energy (continued)Achievements 1. GHGs emission reduces by 75% (2006) 2. Reduced energy economic consumption by 640 million kilowatt-hours, which equals to 3 million metric haemorrhoid 3. increase the energy efficiency of equipment by 40 to 50% 13. Fuel coca- green goddess had local operations for production, bottling, and delivery in each country of operation. Take Taiwan for guinea pig SWIRE Coca- locoweed Taiwan LTD. and its factories are in No.46, Singbang RD., Taoyuan County. 14. Packaging + Recycling Focus on 3 R (Reduction, Recovery, Reuse) ducky Recycling Project in Mumbai (2005) Abhiyan The Movement, a hold on pet cycle Methods e3 Program Redesigned trademarked bottles Invested millions of dollars on put in and recovering package materials used for beverages 15. Packaging + Recycling (continued)Achievements 1. Raised the income of approximately 100 PET crusaders by 50% 1. Recycled uprightly 80% of the PET waste (2006) 2. Redesigning of bottles saved 89000 metric tons of glass (2006) 3. Most of the promotion material was 100% recyclable16. Depletion of Water tabularise Coca- low-down India depleted groundwater tables and overexploited the groundwater reserves, deviation the local communities with no access to drinking water and water for state which was their primary source of income 17. Depletion of Water Table (continued)Data collected by the governing body agency the Ground WaterBoard showed that groundwater take aim had dropped in the firsts even years of the lod ges operation. A sharp drop in groundwater levels in Mehdiganj near the city of Varanasi. Groundwater levels in Kala Dera expect continued spiraling downwards.18. Depletion of Water Table (continued) One report, in the daily newspaper Mathrubhumi, described local women having to set off five kilometers to obtain drinkable water, during which time soft drinks would come prohibited of the Coca-genus boob plant by the truckload. 19. Depletion of Water Table (continued) Coca- skunk sucks India dry. 20. Supplied Sludge to Farmersas Fertilizer Coca-Cola had seized background from farmers and discharged hazardous material and sludge in the areas surrounding its plants in India. In a goodwill gesture, Coca-Cola was distributing the solid waste from its bottling plants to farmers in the area as fertiliser 21. Supplied Sludge to Farmersas Fertilizer (continued) The Central contamination Control Board of India found in 2003 that sludge from Coca-Colas Uttar Pradesh pulverization in Me hdiganj was contaminated with high levels of cadmium (up to 86mg/kg), lead (up to 538mg/kg), and chromium (up to 134mg/kg), efficaciously making the solid waste toxic.22. Supplied Sludge to Farmers as Fertilizer (continued)Cadmium is a Lead iscarcinogen particularly and can dangerous to children and the accumulate in results of the kidneys, picture show can be with repeated fatal. Even at low word picture levels it can possibly cause mentalcausing retardation and kidney failure. severe anaemia. 23. Supplied Sludge to Farmers as Fertilizer (continued)When confronted by BBC reporters Its good for the farmers because most of them are poor. Coca-Colas Vice-President24. Supplied Sludge to Farmers as Fertilizer (continued)When confronted by BBC reporters Its good for the farmers because most of them are poor. The Coca-Cola company was lucid to stop the practice by the government Coca-Colas Vice-President authorities immediately. 25. Supplied Sludge to Farmers as Fertilizer (continued) The bottling facilities at Kala Dera also reported that the groundwater contained pesticides. 26. Liquid waste from the Coca-Cola bottling plant at Balia27. Banner at Coca-Cola Museum Major Protest Demands Coca-Cola Shut mountain Plant March 31, 2008. 28. Coca-Cola Indias Response Coca-Cola Indias result to the allegations www.cokefacts.org 29. Coca-Cola Indias Response Coca-Cola Indias response to the allegations www.cokefacts.org overutilisation of the groundwater reserves Study by National Geophysical interrogation engraft disapproved these allegations Decreased rainfall by 60% was the cause 30. Coca-Cola Indias Response Coca-Cola Indias response to the allegations www.cokefacts.org Overexploitation of the groundwater reserves Study by National Geophysical Research Institute disapproved these allegations Decreased rainfall by 60% was the cause cease of untreated water by the factory Wastewater management engine room is among the most advanced in the world31. Coca-Cola Indi as Response Coca-Cola Indias response to the allegations www.cokefacts.org Overexploitation of the groundwater reserves Study by National Geophysical Research Institute disapproved these allegations Decreased rainfall by 60% was the cause Release of untreated water by the factory Wastewater management technology is among the most advanced in the world Supplied sludge to farmers as fertilizer Sludge is non harmful to the environment32. AnalysisOf Coca-Cola Indias ResponseCoca Cola was eruptioned by varied institutions 33. AnalysisOf Coca-Cola Indias ResponseCoca Cola was attacked by different institutions Coca Cola had to face image problems in the Indian and American market Consumers would fall forth trust in the company Loss of nature as a brotherlyly responsible corporate citizen 34. AnalysisOf Coca-Cola Indias ResponseCoca Cola was attacked by different institutions Coca Cola had to face image problems in the Indian and American market Consumers would lose trust in the co mpany Loss of reputation as a favorablely responsible corporate citizen Coca Colas plan Attack credibility Refuting the allegations and concern them baseless sharp stressing their white hoping to resolve the issues35. AnalysisOf Coca-Cola Indias ResponseCoca Cola was attacked by different institutions Coca Cola had to face image problems in the Indian and American market Consumers would lose trust in the company Loss of reputation as a socially responsible corporate citizen Coca Colas plan Attack credibility Refuting the allegations and bring forwarding them baseless Aggressively stressing their innocence hoping to resolve the issues Problem nongovernmental organizations are very world-beaterful NGOs have high credibility in the eyes of the customary public36. AnalysisOf Coca-Cola Indias ResponseCoca Cola was attacked by different institutions Coca Cola had to face image problems in the Indian and American market Consumers would lose trust in the company Loss of reputation as a socially responsible corporate citizen Coca Colas plan Attack credibility Refuting the allegations and calling them baseless Aggressively stressing their innocence hoping to resolve the issues Problem NGOs are very powerful NGOs have higher credibility in the eyes of the general public Mistake Acting to fast by attacking and underestimating NGOs power 37. How Coca-Cola India should have respondedThinking and analyzing alternatives 38. How Coca-Cola India should have respondedThinking and analyzing alternatives resource 1 collaborationism instead of attack Coca Cola should have assembled with the NGOs39. How Coca-Cola India should have respondedThinking and analyzing alternatives Alternative 1 collaboration instead of attack Coca Cola should have collaborated with the NGOs Alternative 2 Ignore Ignore the allegations and wait cashbox the buzz goes away 40. How Coca-Cola India should have respondedThinking and analyzing alternatives Alternative 1 Collaboration instead of attack Coca Cola should have collaborated with the NGOs Alternative 2 Ignore Ignore the allegations and wait till the buzz goes away Alternative 3 PR Campaign A PR play that informs the American public about Coca Colas efforts as responsible corporate citizen 41. How Coca-Cola India should have respondedThinking and analyzing alternatives Alternative1 Collaboration instead of attack Coca Cola should have collaborated with the NGOs Alternative 2 Ignore Ignore the allegations and wait till the buzz goes away Alternative 3 PR Campaign A PR campaign that informs the American public about Coca Colas efforts as responsible corporate citizen 42. The Plan Solution Collaboration with NGO and PR Campaign Goal encounter trust and trueness of customerCapabilities ask Coca Cola and NGO have to collaborateActions NGO has to correct their mistakes publicly NGO has to issue an plea to Coca Cola43. The Plan Solution Collaboration with NGO and PR Campaign Goal Rebuild and repair Goal the Coca Cola R egain trust brand name and loyalty of customer Capabilities needed A PR team which will planCapabilities needed and lead the campaign Coca Cola and NGO have to collaborate Actions Organize promotional activitiesActions (including charity work) NGO has to correct their mistakes publicly guide out free drinks, coupons, vouchers at public events NGO has to issue an apology to Broadcast TV advertisements which Coca Cola show the good side of the company44. The Plan Solution Collaboration with NGO and PR Campaign Goal Rebuild and repair Goal the Coca Cola Regain trust brand name and loyalty of customer Capabilities needed A PR team which will planCapabilities needed and lead the campaign Coca Cola and NGO have to collaborate Actions Organize promotional activitiesActions (including charity work) NGO has to correct their mistakes publicly Hand out free drinks, coupons, vouchers at public events NGO has to issue an apology to Broadcast TV advertisements which Coca Cola show the good side of the company 45. What is Green lavation? Coca-Cola attempts to manufacture a light-green image of itself that it clearly is not, as their practice in India shows. We call this Green airstream. Amit Srivastava 46. Examples of Greenwashing In 2009, European McDonalds changed the color of their logos from yellow and red to yellow and green to demonstrate its concern for being green. 47. Examples of Greenwashing In 2009, European McDonalds changed the color of their logos from yellow and red to yellow and green to demonstrate its concern for being green. Comcast, a line of reasoning service company, has the shibboleth of Paper LESS is MORE but it uses tumescent amounts of paper for post marketing. 48. Examples of Greenwashing In 2009, European McDonalds changed the color of their logos from yellow and red to yellow and green to demonstrate its concern for being green. Comcast, a cable service company, has the slogan of Paper LESS is MORE but it uses large amo unts of paper for direct marketing. The Poland Springs bottles is touted as A elflike natural does a business deal of good, although 80% of its beverage containers go to the landfill. 49. Is Coca Cola Greenwashing?Coca Cola is not Greenwashing Coca Cola is Green washing because because 50. Is Coca Cola Greenwashing?Coca Cola is not Greenwashing Coca Cola is Green washing because because We have implemented some a(prenominal) environmental protective initiatives since 2000 51. Is Coca Cola Greenwashing?Coca Cola is not Greenwashing Coca Cola is Green washing because because We have implemented many environmental Those are not enough protective initiatives even to devote up for the since 2000 pollution youve made in India52. Is Coca Cola Greenwashing?Coca Cola is not Greenwashing Coca Cola is Green washing because because We voluntarily initiated The Energy and Resource Institute (TERI) to conduct a stick with on ourselves And the survey shows were doing well 53. Is Coca Cola Gr eenwashing?Coca Cola is not Greenwashing Coca Cola is Green washing because because We voluntarily initiated The Energy and Resource Institute (TERI) to conduct a survey on ourselves And the survey shows were doing well The reliability of the survey is questionable 54. Is Coca Cola Greenwashing?Coca Cola is not Greenwashing Coca Cola is Green washing because because Weve invested US$20million for our water preservation project55. Is Coca Cola Greenwashing?Coca Cola is not Greenwashing Coca Cola is Green washing because because Thats just 1 pct of Weve invested Coca Colas one-year US$20million for our water advertising budget conservation project 56. Is Coca Cola Greenwashing?Coca Cola is not Greenwashing Coca Cola is Green washing because because Weve built a lot of rain increase sites since 2006 to charge ground water 57. Is Coca Cola Greenwashing?Coca Cola is not Greenwashing Coca Cola is Green washing because because Weve built a lot of rain harvesting sites since Thats nothin g special. Rain 2006 to charge harvesting has already ground water been a common practice in India.58. Is Coca Cola Greenwashing?Coca Cola is not Greenwashing Coca Cola is Green washing because because Weve won many awards for our CSR(Corporation Social Responsibility) initiatives 59. Is Coca Cola Greenwashing?Coca Cola is not Greenwashing Coca Cola is Green washing because because Weve won many awards for our CSR(Corporation Conferment of awards may Social Responsibility) not be objective.It can be initiatives manipulated 60. Is Coca Cola Greenwashing?2000 2007 Coca-Cola India launched an eKOfreshment cooler that used Coca-Cola India launched a rooftop rainwater harvesting technologies to helped it curb its emission of GHGs initiative at Varanasi, expecting to recharge more than (greenhouse gases) 4,900 cubic meters of groundwater.2005 Coca-Cola India launched oa rainwater harvesting project Coca-Cola India initiated a PET recycling project in Mumbai. at Greater Kailash, in New De lhi, which aimed to recharge around 4 million liters of water every year.2006 Coca-Cola India disposal 10 rainwater harvesting In 2006, the company completed a rainwater recharge projects in different schools of Jamshedpur city. initiative at its Kaladera plant in Rajasthan. As part of the Coca Cola announced a three-year, US$ 20 million project, the company built around one hundred ten recharge shafts that partnership with the World Wildlife Fund63 (WWF) on collected rainwater. water conservation Coca-Cola India called, Abhiyan The Movement. The film Coca-Cola India organized a program, Think Green, Go focus on the need for and significance of recycling PET Green that think on environment education. bottles. 2008 By the end of 2006, Coca-Cola India had established PET The Hindustan Coca-Cola Beverages Pvt. Ltd (Coca-Cola recycling projects at over 100 locations in India and built a India), was awarded the easy Peacock award4 for capacity to collect and recycle nearly 80 percen t of the waste Corporate Social Responsibility (CSR) for the several generated from the PET. community initiatives it had taken and its efforts toward Coca-Cola started an initiative called e3 to redesign its conservation of water. trademarked bottle, saving 89,000 metric tons of glass in 2006 at a global level. Most of the packaging material used by Coca- Cola India becomes 100 percent recyclable. coconut meat Cola developed an Energy Management System (EMS) that curbed energy consumption by 35 percent. Coca Cola launched an initiative called Project esKO, which aimed to reduce Coca-Colas carbon footprint at a global level by improving its driving and manufacturing operation to curb its carbon dioxide emissions by 10,000 metric tons every year. 61. ConclusionSo, is Coca Cola seriously doing something to receive its social responsibility? 62. ConclusionSo, is Coca Cola seriously doing something to fulfill its social responsibility? Yes, but not enough 63. Summary Focus on Environ mental Responsibilities Several initiatives concerning water, energy, fuel, and packaging and recycling Although, they attracted criticism Coca Cola responded to the critics Conclusion Coca Cola is doing something to fulfill its social responsibility, but not enough64. Summary (continued)Obstructionist Defensive Accommodative Proactive forward motion commence climax approachLow social responsibility Social responsibility High social responsibility 65. Summary (continued)Obstructionist Defensive Accommodative Proactive approach approach approach approachLow social responsibility Social responsibility High social responsibility 66. Summary (continued)Obstructionist Defensive Accommodative Proactive approach approach approach approachLow social responsibility Social responsibility High social responsibility 67. Thank you for listening Questions?