Whether you like it or not, Coke is the number 1 brand in the world. This recognition came from Interbrand and Business. When you are at the top naturally many people will like you while others will hate you. Yes, hardly anyone will be indifferent about you. Until now, Coke is doing great all over the world. However, it seems that the company is coming under increasing threat for different matters. I just came across an excellent article titled “Coke's Newest Headache” by Kate Norton. In this article, she has talked about 3 threats to Coke: Nutritionists in US, Environmentalists in India and student unions in UK. I like to add one more group: common people.
Nutritionists in US are worried that Coke is not exactly a healthy drink. People in US are already worried about overweight and drinking Coke does not help at all in this regard. Especially, many children are becoming fond of soft drinks and that is a worrying factor. These days, American people and the media are becoming increasingly conscious about health. So, Coke may find it very difficult to expand its sale in US in the coming years.
It was the report of just one environmental NGO (CSE) that caused havoc for Coke and Pepsi in India. The worst is over and Coke got support from the trade bodies and Indian central government. However, Coke is still in a bad condition now as its sales figure suffered some setback because of the pesticide controversy. So, if 10-20 NGOs like CSE get united and start a campaign against Coke in India, it will be in a nightmare situation.
Well, perhaps the toughest challenge to Coke has come from students in UK. Coke products have their exit from student union bars at Sussex University. Some other schools and universities may follow this move. Again, if all the universities in UK ban sale of Coke in the campuses then it may bring disaster for the company. The allegation against Coke in UK is that of human rights violation. Students accused Coke of violating human rights and exploiting workers in Columbia. If Coke bosses fail to disperse this accusation then I am sure that Coke will find itself in even a worse position in Europe than what it just suffered in India.
The last threat may come from ordinary people. In India, there has been demonstration by ordinary villagers accusing Coke of destroying the ground water level. Secondly, many people in the developing countries may become health conscious just like the western people and can start a movement against Coke.
I know Coca-Cola has grown so huge that at this moment it hardly cares for these threats. However, I wish that Coke takes these 4 threats very seriously. We live in web 2.0. Now, ordinary people have a lot of influence more than ever before.
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