Case study on Green marketing by Coca Cola

Green marketing:
Green, environmental and eco-marketing are part of the new marketing approaches which do not
just refocus, adjust or enhance existing marketing thinking and practice, but seek to challenge
those approaches and provide a substantially different perspective.
In current scenario green marketing is a new marketing strategy which
provides a new space of competition for global business players. many companys are taking the
responsibility of protecting the environment by making eco-friendly products and changing the
manufacturing procedures and turning themselves as eco friendly.
Coca Cola has also adopted the eco-friendliness by making changes in
the manufacturing as well as the bottling procedures. It has taken the projects like
water stewardship program:
Inside every bottle of Coca-Cola is the story of a company that understands the priceless value of
water, respects it as the most precious of shared global resources and works vigorously to
conserve water worldwide. This was the program that was undertaken by the co mpany inorder
to conserve the water usage in the process of manufacturing. It has undertaken this project in
various stages.
First stage(Mitigating riskfor communities and for our system)
Goal: Assess the vulnerabilities of the quality and quantity of water sources for each of our
bottling plants and implement a locally relevant water resource sustainability program by the end
of 2012.
Progress: In progress. By the end of 2011, 612 of the 863 bottling plants in our system had
completed source vulnerability assessments, 582 had completed source water protection plans,
and 251 plants were scheduled to begin source vulnerability assessments in 2012.






Implementation:
Communities and ecosystems need plenty of clean, accessible water to thrive. So does our
business. Our bottling plants depend on local water sources. As demand for water increases and
stress on water sources intensifies, the communities that host our facilitiesand the local
consumers who buy our productsmay face serious health and economic challenges, and we
may face challenges to our growth.To mitigate water-related risks to our system and to the
communities we serve, we have required every one of our bottling plants to conduct a local
source vulnerability assessment. These assessments inventory risks to the water sources
supplying our facilities and the surrounding communities. Once the assessments are complete,
we and our bottling partners develop a locally relevant water resource sustainability
program detailing specific risk-mitigation actions that we can take to help with preserving the
sustainability of local water sources, along with deadlines for completing those actions. These
programs address water challenges at the watershed level, from hydrological vulnerabilities to
local government management. Often, the plans include partnerships and mitigation initiatives
with local governments and communities, water agencies and nongovernmental organizations
(NGOs). All of our bottling partners are required to be implementing their source water
protection plans by the end of 2012, a target we are on track to meet
Second stage(Meeting our goal for water efficiency)
Goal: By 2012, improve water efficiency in manufacturing by 20 percent compared with a 2004
baseline.
Progress: Achieved. By the end of 2011, we had reduced our water use ratio by 20 percent,
compared to 2004.
Implementation:
Greater efficiency in our water use does not mean making less product. To the contrary, we
intend to reduce our water use ratiothe amount of water we use per liter of product produced
while growing our business. Our goal, set in 2008, was to improve water efficiency systemwide
by 20 percent by 2012, compared with a 2004 baseline. Despite an expanding product portfolio
and increased production levels, we have achieved that goal. In 2011, we used 293.3 billion liters
of water to make 135 billion liters of product, giving us a water use ratio of 2.16
liters per liter of product.We are not stopping there. We are developing a new goal for further
improving our water efficiency between now and 2020.

Stage 3(Recycling wastewater):
Goal: By the end of 2010, return to the environmentat a level that supports aquatic lifethe
water we use in our system operations through comprehensive wastewater treatment.
Progress: In progress. We aspire to treat all wastewater from our manufacturing processes. As of
the end of 2011, we had achieved 96 percent alignment with our wastewater standards.
Implementation:
All facilities in our system are required to meet locally applicable legal requirements for
wastewater discharge. But we wanted to set our standards higher even though in some cases we
can legally discharge to the environment without or with little treatment. So, in 2006, we set
the goal that, by the end of 2010, all water used in our system operations would be discharged at
a level not only compliant with locally applicable law, but also one that supports aquatic life
even when not required to do so. Our internal wastewater treatment standards call for all water
we discharge to be treated to that level.
Stage 4(Replenishing the water we use)
Goal: By 2020, safely return to communities and nature an amount of water equal to what we
use in our finished beverages and their production.
Progress: In progress. We estimate we have balanced 35 percent of the water used in our
finished beverages (based on 2011 unit case volume).
Implementation:
We are on the road to achieving water balance through diverse, locally relevant community
water projectsprojects that support community and ecosystem needs for safe and sustainable
sources of water while protecting our ability to do business responsibly, safely and more
sustainably. Since 2005, we have engaged in 382* projects with such partners as World Wildlife
Fund (WWF), the United States Agency for International Development (USAID), The Nature
Conservancy, CARE and the United Nations Development Programme (UNDP).
The water projects we engage in have at least one of four objectives:
improve access to water and sanitation
protect watersheds
provide water for productive use
educate and raise awareness about water issues, including engagement on water policy.
Conclusion:
Our system in India has achieved full balance between the groundwater used in beverage
production and the groundwater replenished to nature and communitiesahead of our global
target date. Bottlers throughout India have improved water use efficiency by 25 percent since
2005.