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 plant leaves and cola nut nuts Business sold in 1888 to business men Candler acqui loss competitors and promoted coca- the skinny Rapid sales increase since 1895 In 1894 J.A. Biedenharn invented selling the prepared drink in bottles 2. Company Background ( proceed) In 1919 a group of investors bought coca plant boob for around $25 one thousand thousand Robert Woodruff turned the play along into what it is now One of the worlds c mislayly recognized brands and a MNE with huge profits 1993, coca plant booby entered India through a strategic confederacy with Parle Exports By now, it offers a portfolio of world class quality beverages, extending through over 400 brands 3. SWOT depth psychology Strenghts Strong brand-name ball-shaped distri entirelyion placement High-profile global presence commencement c ost of operation Broad-based bottling dodge High market share 4. SWOT epitome Strenghts Weaknesses Strong brand-name Carbonates market is in decline Global distribution agreement Existing distribution system is less efficient for non-carbonates High-profile global presence health care things Low cost of operation Broad-based bottling outline 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 come to the fores Low cost of operation Broad-based bottling strategy High market shareOpportunities Expansion Use distribution strengths Large domestic market (India) change magnitude total 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-prof ile global presence Health care issues Low cost of operation Broad-based bottling strategy High market share ThreatsOpportunities aspiration from health drinks Expansion Competition from Pepsi Use distribution strengths Boycott in the Middle-East Large domestic market (India) Government regulations on Increasing average income in India production (license) 7. coca- dope India CSR Initiatives Focus on Environment Responsibility 8. pissingMethods Watershed Protection society Watershed Partnership (CWP) (2005) Rain urine Harvesting ciphers Kaladera plant in Rajasthan (2006) Educating Jal Tarang (a part of being Water Day) (2007) approximate Green, Go Green Campaign (2007) Film (2007) 9. Water (continued)Achievements1. Reduced water consumption 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. Water polish Reduce the emi ssion 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 naught efficiency5. Developed expertness Management System (EMS) (2006) 11. Energy New Coke Isdell wants to reduce coca- weeds carbon footprint. E. Neville Isdell, CEO 12. Energy (continued)Achievements 1. GHGs emission reduces by 75% (2006) 2. Reduced energy consumption by 640 million kilowatt-hours, which equals to 3 million metric tons 3. Increased the energy efficiency of equipment by 40 to 50% 13. Fuelcoca plant- low-down had local operations for production, bottling, and delivery in each country of operation. Take mainland China for example SWIRE Coca-Cola Taiwan LTD. and its factories are in No.46, Singbang RD., Taoyuan County. 14. Packaging + Recycling Focus on 3R (Reduction, Recovery, Reuse) PET Recycling Project in Mumbai (2005) Abhiyan The Movement, a film on PET cycle Methods e3 Program Redesigned tag bottles Invested millions of dollars on solicitation and recovering furtherance materials utilise for beverages 15. Packaging + Recycling (continued)Achievements 1. Raised the income of about 100 PET crusaders by 50% 1. Recycled nearly 80% of the PET abscond (2006) 2. Redesigning of bottles saved 89000 metric tons of glass (2006) 3. about of the packaging material was 100% recyclable16. Depletion of Water Table Coca-Cola India depleted groundwater tables and overexploited the groundwater reserves, leaving the local communities with no access to drinking water and water for farming which was their primary source of income 17. Depletion of Water Table (continued)Data hive away by the government agency the Ground WaterBoard showed that groundwater level had dropped in the firsts even years of the partnerships operation. A sharp drop in groundwater levels in Mehdiganj near the city of Varanasi. Groundwater levels in Kala Dera nurture continued spiraling downwards.18. Depletion of Water Table (continued) One report, in the daily newspaper Mathrubhumi, described local women having to give-up the ghost five kilometers to obtain drinkable water, during which time soft drinks would come out of the Coca-Cola plant by the truckload. 19. Depletion of Water Table (continued) Coca-Cola sucks India dry. 20. Supplied Sludge to Farmersas Fertilizer Coca-Cola had seized land from farmers and discharged hazardous material and gunk in the areas surround its plants in India. In a heartfeltwill gesture, Coca-Cola was distributing the solid waste from its bottling plants to farmers in the area as fertilizer 21. Supplied Sludge to Farmersas Fertilizer (continued) The Central Pollution Control Board of India found in 2003 that sludge from Coca-Colas Uttar Pradesh factory in Mehdiganj was contaminated with high levels of cadmium (up to 86mg/kg), lead (up to 538mg/kg), and chromium (up to 134mg/kg), ef fectively forge the solid waste toxic.22. Supplied Sludge to Farmers as Fertilizer (continued)Cadmium is a Lead iscarcinogen particularly and can treacherous to children and the accumulate in results of the kidneys, delineation can be with repeated fatal. Even at low exposure 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 near 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 ordered 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-Col a bottling plant at Balia27. Banner at Coca-Cola Museum Major remonstrance Demands Coca-Cola Shut Down Plant March 31, 2008. 28. Coca-Cola Indias answer Coca-Cola Indias response to the allegations www.cokefacts.org 29. Coca-Cola Indias Response Coca-Cola Indias response to the allegations www.cokefacts.org overexploitation of the groundwater reserves Study by National Geophysical Research base 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 Release of untreated water by the factory Wastewater management engineering is among the most advanced in the world31. Coca-Cola Indias Response Coca-Cola Indias response to the allegations www.cokefacts.org Overexploitation of the groundwater reserves Study by Nation al 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 milieu32. AnalysisOf Coca-Cola Indias ResponseCoca Cola was chargeed by antithetical institutions 33. AnalysisOf Coca-Cola Indias ResponseCoca Cola was attacked by diametric institutions Coca Cola had to face image problems in the Indian and American market Consumers would lose pull in the company Loss of reputation as a socially responsible corporal 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 curse in the company Loss of reputation as a socially responsible corporate citizen Coca Colas plan Attack believability Refuting the allegations and callin g them baseless Aggressively stressing their naturalness hoping to break up 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 calling them baseless Aggressively stressing their innocence hoping to resolve the issues Problem nongovernmental organizations are very powerful NGOs have higher credibility in the eyes of the world(a) humans36. 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 stres sing 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 substitute 1 Collaboration instead of attack Coca Cola should have collaborated 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 fail tailor the allegations and wait till the roll 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 Campai gn A PR campaign 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 Regain trust and subjection of customerCapabilities needed Coca Cola and NGO have to collaborateActions NGO has to correct their mistakes in public NGO has to issue an apology to Coca Cola43. The Plan Solution Collaboration with NGO and PR Campaign Goal Rebuild and repair Goal the Coca Cola Regain trust brand name and faithfulness 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 bounty 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 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 airstream? Coca-Cola attempts to manufacturing a green image of itself that it clearly is not, as their practice in India shows. We call this Greenwashing. 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 contend its concern for creation 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 cable service company, has the slogan of wallpaper LESS is MORE but it uses large amounts of paper for direct 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 amounts of paper for direct marketing. The Poland Springs bottles is touted as A little natural does a lot of good, although 80% of its beverage containers go to t he 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 many 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 make 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 glance on ourselves And the pursue shows were doing well 53. 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 survey on ourselves And the surv ey 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 conservation mold55. Is Coca Cola Greenwashing?Coca Cola is not Greenwashing Coca Cola is Green washing because because Thats just 1 percent of Weve invested Coca Colas annual US$20million for our water advertizing budget conservation project 56. Is Coca Cola Greenwashing?Coca Cola is not Greenwashing Coca Cola is Green washing because because Weve construct a lot of rain harvesting sites since 2006 to recharge ground water 57. Is Coca Cola Greenwashing?Coca Cola is not Greenwashing Coca Cola is Green washing because because Weve make a lot of rain harvesting sites since Thats nothing special. Rain 2006 to recharge harvesting has already ground water been a common practice in India.58. Is Coca Cola Greenwashing?Coca Cola is not Greenwashing Coca Cola is Green washing b ecause because Weve won many awards for our CSR(Corporation Social Responsibility) initiatives 59. Is Coca Cola Greenwashing?Coca Cola is not Greenwashing Coca Cola is Green washing because because Weve won many awards for our CSR(Corporation bestowal of awards may Social Responsibility) not be objective.It can be initiatives manipulated 60. Is Coca Cola Greenwashing?2000 2007 Coca-Cola India launched an eKOfreshment cooler that used Coca-Cola India launched a rooftop rainwater harvesting technologies to helped it curb its emission of GHGs initiative at Varanasi, expecting to recharge more than (greenhouse gases) 4,900 cube-shaped meters of groundwater.2005 Coca-Cola India launched oa rainwater harvesting project Coca-Cola India initiated a PET recycling project in Mumbai. at great Kailash, in New Delhi, which aimed to recharge around 4 million liters of water every year.2006 Coca-Cola India establishment 10 rainwater harvesting In 2006, the company completed a rainwater recharge projects in different schools of Jamshedpur city. initiative at its Kaladera plant in Rajasthan. As part of the Coca Cola announced a three-year, US$ 20 million project, the company built around 110 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 focused on the need for and significance of recycling PET Green that focused 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 Golden Peacock award4 for capacity to collect and recycle nearly 80 percent 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 calle d 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. Coco 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 fulfill its social state? 62. ConclusionSo, is Coca Cola seriously doing something to fulfill its social indebtedness? Yes, but not enough 63. abbreviation Focus on Environmental 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 state, but not enough64. Summary (continued)Obstructionist Defensive Accommodative Proactive onrush approach approach 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?