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Анализ деятельности the Coca-Cola company

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IEIENOA?NOAI IA?ACIAAIEss OE?AEIU

IAOeEIIAEUeIUE YEIIIIE*ANEEE OIEAA?NEOAO

EAOAAe?A IAAEAeOIA?IAeIIAI IAIAAeAEIAIOA

EO?NIAIE I?IAEO

IA OAIO:

AIAEEC AeAssOAEUeIINOE THE COCA-COLA COMPANY IA

OE?AEIA.

Auiieieee nooaeaiou

o-oo IYeI, 0103,

4-ai eo?na, 1-ie a?oiiu

Caieye A.

Eeueieoeeee Ae.

Iaiae?u/aiei A.

Ia?ouithe I.

Ieaniaa I.

Naae/ A.

Ne?ei E.

?oeiaiaeeoaeue:

Aaeioaiea A.A.

EEAA 1997.

Coca-cola Amatil

iacaaiea eiiiaiee : Coca-cola Amatil limited

no?aia aace?iaaiey,ai?iae : Aano?aeey, Neaeiae

aae?an a no?aia aace?iaaiey :

Head office

Mr N.P.Cole

/managing director and chief executive officer/

71 Macquartie st.

Sydney NSW 2000

GPO box 145

Sydney NSW 2001

tel: 61 29 2596666

fax: 61 29 2596626

aae?an i?aaenoaaeoaeuenoaa a Eeaaa:

253094

Eeaa,Aea?ieoea,

oe. Aeneiciay 32

Coca-cola Amatil Ukraine ltd.

Oae:380 44 5590638

oaen:380 44 559 5144

Mr K. Flynn /General manager/

(aaia?aeueiue iaiaeaea?)

Aeaenaiae? *aoaa?eeia

(aaia?aeueiue iaiaaeaea? ii i?iaeaaeai)

Ei?a Oa?oiai

(oaoie/aneee aee?aeoi?)

Iauay eioi?iaoeey i oe?ia.

Ei?ii?aoeey “The Coca-Cola Company” n ia/aeueiui eaieoaeii $100000 auea
nicaeaia a ooaoa Aeaei?aeaeey (NOA) A.Eaiaeea?ii, Ae.N.Eaiaeea?ii,
O.?iaeiniiii e ae?. a 1892a.

Oi?aiaay ia?ea “Eiea-eiea”,eioi?ay eniieuecoaony n 1886 aiaea auea
ca?aaeno?e?iaaia a Iaoaioiii Ath?i NOA 31 yiaa?y 1893a.

Nianoaaiii ne?ii aeey “eiea-eiea” ii aeaiiui eiiiaiee aue nicaeai
oa?iaoeaaoii ec Aoeaiou (ooao Aeaei?aeaeey) aeieoi?ii Aeaeiiii Noeoii
Iaiaa?oiiii 8 iay 1886aiaea. A niane n niaeiaie aiaeie ne?ii i?aa?aoeeny
a iiaue iaieoie, iacaaiiue “Eiea-eieie”.

Aei 1894 a “eiea-eiea” i?iaeaaaeanue a iaoaniaaiiii aeaea eae niaeiaay
aiaea. A a 1894a a Aeenao?aa,ooao Ienneneie, Aeaeicao A.Aeaeaioa?e
onoaiiaee o naay a iaaaceia ?aceeaiia iai?oaeiaaiea e ia/ae iinoaaeyoue
yueee “eiea-eieu” ia ieaioaoeee e eaniieeueie aaeieue Ienneneie, noaa
oaeei ia?acii ia?aui aioea?ii “Eiea-eieu”. Ia?aue caaiae ii ?aceeao
iaieoea iiyaeeny a 1899a a a.*aooaioaa. *eneaiiinoue oaeeo caaiaeia
nionoy 20 eao i?aauoaea 1000.

A 1926a auei nicaeaii Iaaeaeoia?iaeiia ioaeaeaiea eiiiaiee, aeaaoaa
ia/aei ?aceeao “eiea-eieu” ai iiiaeo no?aiao ie?a.

N 1928a “Eiea-eiea eiiiaie” noaea ia?oia?ii Ieeiieeneeo ea?.A a1977a a
Iaoaioiii Ath?iNOA auea ca?aaeno?e?iaaia eae oi?aiaay ia?ea oi?ioi
ecaanoiay oe?iaiiay aooueea “eiea-eieu”.

Ia naaiaeiyoiee aeaiue “Eiea-eiea eiiiaie” iaeaaeaao o?aoueei ii
aaee/eia a ie?a o?iaiai ae?aeaaie eaieoaeecaoeee, eioi?ue ninoaaeyao ia
Iueth-Ei?eneie oiiaeiaie ae?aea $147ie?ae,/oi a 3.3 ?aca auoa /ai o
“Aeaeaia?ae iioi?n”.A oi aea a?aiy ii aaee/eia aiaeiaiai iai?ioa
“Eiea-eiea” caieiaao eeoue 190-a ianoi n?aaee ie?iauo ei?ii?aoeee ,/oi
iicaieyao iacuaaoue aa ia Oie-no?eo “yooaeoeaiie iaoeiie aeey ecaea/aiey
i?eaueae”.

Iaoiaeaie iaeneiecaoeee i?eauee eiiiaiee yaeythony iaai ieieiaeueiiai
/enea ?aaioieeia (ia?niiae eiiiaiee ninoaaeyao 33 oun /aeiaae) e
iaeneiaeueiia ia?aie/aiea eiaanoeoeee.

Eiaiii iiyoiio iniiaiie noa?ie aeayoaeueiinoe eiiiaiee yaeyaony
i?iecaiaenoai eiioeaio?aoa aeey ecaioiaeaiey iaieoea e ?ac?aaioea
ia?eaoeiaiaie iieeoeee. Ecaioiaeaiea iaieoea e aai i?iaeaaea
ia?aaeaiu,eae a NOA oae e a ae?oaeo no?aiao ie?a,ae?oaei eiiiaieyi
,eiaioaiui aioea?aie o.a.”aoouei/ieeaie”.

Aeey oi?aaeaiey anai aecianii eiiiaiey ?acaeaeaia ia 2 naeoi?a :Aecian
naeoi? Naaa?iie Aia?eee e Iaaeaeoia?iaeiue Aecian Naeoi?.Aecian Naeoi?
Naaa?iie Aia?eee ninoieo ec COCA-COLA USA(a NOA) , COCA-COLA Ltd.(a
Eaiaaea) e COCA-COLA FOODS,iaoiaeyuaeny a Ouethnoiia e i?iecaiaeyuae
niee e nieiaua iaieoee .Iaaeaeoia?iaeiue Aecian-Naeoi? ?acaeaeai ia 4
a?oiiu,eaaeaeay ec eioi?uo ioaaonoaaiia ca ii?aaeaeaiiue aaia?aoe/aneee
?aaeii ie?a.

THE GREATER EUROPE GROUP aeaenoaoao a no?aiao AN,Oeaio?aeueiie e
Ainoi/iie Aa?iia,Neaiaeeiaaee,no?aiao auaoaai NNN?.THE LATIN AMERIKA
GROUP ioaaonoaaiia ca Iaeneeo,Oeaio?aeueioth e THaeioth Aia?eeo.THE
MIDDLE AND FAR EAST GROUP ooieoeeiie?oao a no?aiao Oeoiai ieaaia e
Aeeaeiaai Ainoiea.THE AFRICA GROUP ioaa/aao ca ao?eeaineea no?aiu aie?oa
Naoa?u.

THE COCA-COLA COMPANY n aa aioea?neie naoueth yaeyaony aeiaaeueiui
eeaea?ii a i?iecaiaenoaa aacaeeiaieueiuo iaieoeia.A 1994 eaaeaeue aeaiue
iio?aaeyeinue a n?aaeiai aieaa /ai 773 iei.ii?oeee eiea-eieu(ecaanoiie
a NOA e Eaiaaea eae coca-cola classic),diet cola (coca-cola
light),Sprite,Fanta e ae?oaeo i?iaeoeoia eiiiaiee, eioi?ua i?iecaiaeyony
e i?iaeathony a aieaa /ai 195 no?aiao ie?a.

Ii eiio?aeoo n Coca-cola Company aioea?ai ?ac?aoaaony ?aceeaaoue e
i?iaeaaaoue aacaeeiaieueiua iaieoee eiiiaiee a i?aaeaeao ii?aaeeeaiiuo
oa?eoi?eaeueiuo a?aieoe e ii oneiaeyi, eioi?ua ioaa/atho o?aaoaiui
aaeeiui noaiaea?oai ea/anoaa.Aioea?neea i?aaei?eyoeyi?aaeinoaaeytho
iaiaoiaeeiue eaieoae aeey eiaanoe?iaaiey a aeaea caiee, no?iaiee,
iai?oaeiaaiey, iaoei, oa?u.Aieueoeinoai ?ano?nia i?eia?aoathony ia
ianoiuo ?uieao.Eiiiaiey aea ni naiae noi?iiu iinoaaeyao eiioeaio?aou e
iniiao aeey iaieoeia e i?aaeinoaaeyao oi?aaeai/aneoth iiaeaea?aeeo,
/oiau iiii/ue aioea?ai iaania/eoue i?uaueueiue ?ino eo
aeciana.I?iecaiaenoai oiaa?a, eiio?ieue ea/anoaa, ?ac?aaioea
iai?oaeiaaiey e caaiaea, ia?eaoeiaa, iiaeaioiaeaia?niiaea – eeoue
iaeioi?ua noa?u a eioi?uo eiiiaiey aeaeeony naiei iiuoii.

Aei eiioea 70-o aiaeia eiiiaiey i?iaiaeeea iieeoeeo iai?a?uaiiai
?anoe?aiey aioea?neie naoe.I?iaeaaay eiioeaio?ao ii aunieie oeaia
eiiiaiey iaania/eaaea naaa cia/eoaeueiua auaiaeu.Aioea?u oaeea ecaeaeaee
ii?aaeaeaiioth auaiaeo ec-ca iaee/ey onoie/eaiai ni?ina.Ii a ia/aea 80-o
i?ioeann ?anoe?aiey naoe canoiii?eeny – n iiyaeaieai aaiie aeey iaieoeia
e ieanoeeiauo ninoaeia iaeeoa aioea?u ieacaeenue ia a
ninoiyieei?eia?aoaoue iiaua iaoeiu.Oiaaea niaeanii iiaie ?ac?aaioaiiie
eiioeaioeee ?acaeoey “Eiea-eiea” nicaeaea 8 “yei?ae” – e?oiiuo aei/a?ieo
aioea?neeo eiiiaiee, aeayoaeueiinoue eioi?uo ioaaouaaao anth ieaiaoo.
O/anoea iaoa?eineie eiiiaiee a “yei?iuo” oe?iao, niaeanii no?aoaaee
yeiiiiee, ieaaea ia i?aauoaao 50%, ii aai aiieia aeioaoi/ii aeey iieiiai
eiio?iey ca aeayoaeueiinoueth eo iaiaaeaeiaioa.

Naiui e?oiiui aioea?ii “Eiea-eieu” yaeyaony eiiiaiey “Eiea-eiea
Yioa?i?aecen”, i?iecaiaeyuay 57% eiea-eieu, i?iaeaaaaiie a NOA e
ieeoie?othuay 20% ie?iaiai ?uiea yoiai iaieoea.Ianiio?y ia oi?iaeueioth
iacaaeneiinoue iaiaaeaeiaioa a aaeieieno?aoeaiii niaaoa oe?iu
i?aaenaaeaoaeuenoaoao Aeoaean Aeaanoa?, aaia?aeueiue aee?aeoi?
“Eiea-eiea”.

*oi aea eanaaony aeeiaieee ?acaeoey “Eiea-eieu”, oi niaeanii
i?iiaaeooi/iiio io/aoo Niaaoa aee?aeoi?ia eiiiaiee oeaia aeoeee ca
iineaaeiea 2 aiaea aieaa /ai oaeaieeanue.

Eae aeaeii ec i?iiaaeooi/iiai io/aoa iniiaiua oeiainiaua iieacaoaee The
Coca-Cola Co oa?aeoa?ecoaony cia/eoaeueiui i?e?inoii ii n?aaiaieth n
1996 a.N?aaee ieo iniai neaaeoao ioiaoeoue ?ino /enoie i?eauee e
niioaaonoaaiii ?ino i?eauee ia iaeio aeoeeth, ninoaaeaoea 31% i?e
iaeioi?ii oiaiueoaiee n?aaeiaai eiee/anoaa aeoeee.Iaeuecy ia ioiaoeoue
oaeaea oaaee/aiea, auiea/eaaaiuo aeeaeaeaioia e aunieie ioaea/e
eaieoaea.

I?iiaaeooi/iue io/ao Noca-cola^97.(a iei $)

6 ianyoeaa, caeai/eaay 30.06 1997 1996 Eciaiaiea a %

Niaieoiiue aeioiae 9,213 9,510 -3%

19Aaeiaay i?eaueue 2,585 2,415 7%

*enoay i?eaueue 2,301 1,763 31%

*enoay i?eaueue ia 1 aeoeeth 0,93 0,71 31%

Aeeaeaeaiou ia 1 aeoeeth 0,28 0,25 12%

C?aaeiaa eiee/anoai aeoeee 2,480 2,499 -1%

?acia? aeoeeiia?iiai eaieoaea 7,264 5,936 22%

?uii/iay noieiinoue 168,649 122,197 38%

Ioaea/a eaieoaea 62,6% 62,8%

Yoi aeaao aiciiaeiinoue aiai?eoue i i?ae?aniii ninoiyiee aeae eiiiaiee e
yooaeoeaiinoe aeaenoaee aa iaiaaeaeiaioa.

Oi aea iiaeii neacaoue e iaeayoaeueiinoe oe?i aioea?neie naoe eiiiaiee,
anee i?iaiaeece?iaaoue eiaoeoeeaio i?e?inoa iaueaiia i?iaeaae Eiea-eieu
ia ?acee/iuo eiioeiaioao e a oeaeii ii ie?o.

Ia eiiaoe ethiy (ia 30-a) 1997 aiaea ii ioiioaieth e 96 aiaeo Aooueee

( a % ) Aaeeiiu

( a % )

Ie?iaie 8 8

Ao?eea 9 21

Aa?iia 7 11

Eaoeineay Aia?eea 10 7

N?aaeiee e Aeaeueiee Ainoie 9 11

Naaa?iay Aia?eea 6 4

NENOAIA AECIANA EIIIAIEE EIEA-EIEA

Nenoaia aeciana eiea-eieu – yoi oieeaeueiia,ianneaiia
i?aaei?eyoea,eioi?ia aeaao eiiiaiee ia?iiiia eiiea?aioiia i?aeiouanoai.
Yoi /anoue oiai, /oi iacuaaaony “value chain” – iooue,eioi?ue i?ioiaeeo
i?iaeoeoio i?iecaiaeeoaey aei iio?aaeoaey.

IA?OIA?U – yoi ana oa ethaee, a?oiiu e i?aaei?eyoey, eioi?ua
niinianoaotho i?iaeaeaeaieth oiaa?a ia oeaie e ia?aueaaieth noieiinoe.

Ana oiaa?u ia/eiathony n nu?uey, yoi aa?ii aeey eiea-eieu.Iinoaaueee
i?iaeatho eiiiaiee ana: io ninoaaiuo eia?eaeeaioia aei oiaeiaee, a
oaeaea iai?oaeiaaiea aeey ioenia…

EIIIAIEss.Iieo/ea nu?ueth ia/eiao aeaei: i?iecaiaeeo eiioeaio?aou
iaieoeia, eioi?ua i?eaeatho i?iaeoeoai oieeaeueiua oa?aeoa?enoeee e
aeon, a caoai i?iecaiaeeo ia?aoeia yoeo i?iaeoeoia ii anaio
ie?o.Ae?oaeie neiaaie nicaeaao ni?in e i?eaueueii oaeiaeaoai?yao aai.

AIOEA?U i?aa?auatho eiioeaio?aou a caeii/aiiua iaieoee.Oae eae eiiiaiey
aeaaeaao /anoe/ii aieueoeinoaii aioea?ia, oi iia a i?aaa iacuaaoue eo
ia?oia?aie.Eiea-eiea ?aaioaao n aioea?aie aeey iaania/aiey ieceie
noieiinoe i?iecaiaenoaa iinoiyiii auieiea/anoaaiiuo oiaa?ia.Oae /oi
eiea-eiea a Aano?aeee ii aeono oa aea, /oi e a Eaiaaea.Eiea-eiea
?aaioaao aianoa n aioea?aie aeey i?iaeaeaeaiey ia ?uiie i?iaeoeoeee
eiiiaiee, nicaeaiea no?aoaaee i?iaeaae, onoaiiaeaiey naycae n
iio?aaeoaeyie.

AeINOAAEA.180 oen n?aaenoa ia?aaeaeaeaiey, 6,6 iei oieiaeeeueieeia
eniieuecoaony aeey oiai, /oiau ?ani?aaeaeeoue i?iaeoeoeeth Eiea-eieu –
ana yoi /anoue nenoaiu aioea?ia.Nenoaia ?ani?aaeaeaiey iicaieyao
oaeiaeaoai?eoue iio?aaiinoe ia?oia?ia e iio?aaeoaeae aiacaaeneiinoe io
oiai, aaea ?aaeecoaony i?iaeoeoeey.

IIEOIAOAEE – yoi cia/eoaeueiay /anoue oeaie, aia caaeneiinoe io oiai, oi
ee yoi iaeaieueoay a ie?a naoue ?anoi?aiia auno?iai ianeoaeeaaiey, eee
yoi iaaacei/ee a Oaeeaiaea – ana iie iaiin?aaenoaaiii ?aaeecotho
i?iaeoeoeeth iio?aaeoaeth.A Eiea-eiea i?aaeinoaaeyao naiei iieoiaoaeyi
iinoiyiii i?eaueueiua iaieoee, eioi?ua iiiiaatho ?anoe eo
aeciano.Iieoiaoaee – iineaaeiee ia?oia?.Ii anoue aua iaeei aaaeiue
yeaiaio.

IIO?AAEOAEE – eaaeaeue ?ac, eiaaea iio?aaeoaeue iieoiaao i?iaeoeoeeth a
aeecie eiiiaiee i?ienoiaeeo aaaeiia niauoea.Aooueea ca aooueeie, aaeii
ca aaeiiii i?iaeoeoeey i?ioiaeeo anth nenoaio.

Eiea-eiea Aiaoee yaeyaony aaaeouei iaaeaeoia?iaeiui aioea?ii a nenoaia
Eiea-eieu, ioaaouaathuae aanue ie?. Yoa eiiiaiey aaaeao naith
aeayoaeueiinoue a 17 no?aiao , iianthaeo – a Aano?aeee, THai- Ainoi/iie
Acee e Oeaio?aeueiie eAinoi/iie Aa?iia n iauae /eneaiiinoueth ia?niiaea
26900 /aeiaae. Eiiiaiey ianeoaeeaaao 380 iei. Iio?aaeoeeae ,
i?aaenoaaeyy ei ?acee/iua aacaeeiaieueiua iaieoee , ieia?aeueioth aiaeo
e i?inoi aiaeo a aooueeao , a oae aea ae?oaea aacaeeiaieueiua iaieoee .

?aaioo ii caoaaoo ?uiea no?aiu aace?iaaiey (Aano?aeee) NNA ia/aea a
1964a. , iieiinoueth ioaaoea aai eeoue a 1990-i. N 1982a. Eiiiaiey
aeoeaii i?iaiaeeo iieeoeeo ?anoe?aiey aaia?aoee naiae aeayoaeueiinoe n
oeaeueth caoaaoa a iieiii iaueaia ?uieia no?ai, a eioi?uo aaaeaony
aeayoaeueiinoue. Yoi aeaeii ec neaaeothuae oaaeeoeu “?uiee iaeioi?uo
no?ai , eioi?ua n/eoathony caoaa/aiuie iieiinoueth ” :

aiae no?aia e – ai caaiaeia e-ai caiyouo

1964-1990 Aano?aeey 6 3.674

1988-1990 Iiaay Caeaiaeey 2 1032

1988 Oeaeaee 1 233

1991 Iaioa-IiaayAaeiay 2 604

1992-1995 Eiaeiiacey 10 8342

1982-1996 Aano?ey 2 1540

1995-1996 Oaaeoea?ey 3 692

1991-1993 Aaia?ey 2 1653

1995-1996 Iieueoa 6 2549

1991 *aoey 1 1159

1992 Neiaaeey 1 499

1994 Neiaaiey 1 237

1995 Oi?aaoey 2 597

1994 Oe?aeia 1 2021

1994 Aaei?oney 0 419

1995 ?oiuiey 3 1601

1996 Ainiey-Aa?oeaaiaeia 0 57

anaai 17 43 26898

Oaeei ia?acii iiaeii naeaeaoue auaiae i no?aieoaeaiuo oaiiao e ianooaaao
?inoa aeayoaeueiinoe NNA ca iineaaeiea 15 eao : /enei no?ai i?enoonoaey
oaaee/eeinue n 1 aei 17 , eiee/anoai caaiaeia au?inei a 7 ?ac .

Eae aeaeii ec i?aaeuaeouaai aiaeeca, NNA ia/aea naith aeayoaeueiinouea
Ainoi/iie Aa?iia a 1991a. e ca 7 eao aeinoeaea ia?iii?o oniaoia,
?acianoea oai ca ?oi a?aiy 17 naieo caaiaeia. E?iia oiai a ?oii ?aaeiia
caiyoi 40% anaai ia?niiaea oe?iu. Aoi aea a?aiy NNA i?aaenoaaeeia eeoue
a 2 no?aiao NIA – Aaei?onee e Oe?aeia.

IIOEAU E OAEOI?U AUOIAeA IA ?UIIE OE?AEIU

A Oe?aeia aeayoaeueiinoue eiiiaiee i?aaenoaaeaia, n iaeiie noi?iiu,
?aaioie i?aaenoaaeoaeuenoaa aieiaiie eiiiaiee The Coca Cola Company, a n
ae?oaie – aeayoaeueiinoueth e?oiiaeoaai ca i?aaeaeaie NOA aiooea?ii
“Eiea-Eieu” – aano?aeeeneie eiiiaieae Coca-Cola Amatil ltd (NNA).

A caaea/e ia?aiai aoiaeeo auiieiaiea i?aaenoaaeoaeueneeo ooieoeee,
i?aaeeaaaaiuo aiooea?ii, “iaaeee ?aeaeoein”, eiio?ieue e eii?aeeiaoeey
aiooea?ia.

A oi aea a?aiy naia aiooea?neay eiiiaiey caieiaaony eiii?oii a Oe?aeio
naiae i?iaeoeoeee, i?iecaiaenoaii aa ia oa??aoi?ee Oe?aeiu, ?aeeaiie
iaieoeia, oi?ie?iaaiea eaiaeia nauoa e nianoaaiii nauoii i?iaeoeoeee
oi?aiaui i?aaei?eyoeyi.

Oaeei ia?acii aeayoaeueiinoue aiooea?neie eiiiaiee yaeaaony aieeaa
eioaineaiie e iiaeaa?aeaiiie aeeyieth ?uii/iuo oaeoi?ia, aeaenoaothueo a
Oe?aeia, /ai aeayoaeueiinoue i?aaenoaaeoaeuenoaa aieiaiie eiiiaiee.
Iiyoiio iaeaieaa i?aaeii/oeoaeueiui aeey aiaeeca aeaiiie OIE a Oe?aeia
i?aaenoaaeyaony aiaeeco aeayoaeueiinoe eiaiii NNA.E?iia Oe?aeiu NNA
?aaioaao aua a 11 aa?iiaeneeo no?aiao, aeeth/ay Aaei?onneth.

Ia ia?auo ii?ao ian/eouaaea iaaieueoie ooao nio?oaeieeia caieiaeanue
i?iaeaaeae iaieoeia aaiceiuo ec Aa?iiu. Oe?aeia e Aaei?onney yaeythony
aaeeinoaaiiuie ec no?ai NIA a eioi?uo ?aaioaao eiiiaiey.

A Oe?aeio NNA i?eoea 3 aiaea iacaae, ca?aaeno?e?iaia a Eeaaa a ethea
1994a. oe?io Nina-nila Amatil Ukraine ltd. Ia ia?auo ii?ao iia
ian/eoaaaea iaaieueoie ooao nio?oaeieeia e caieiaeanue i?iaeaaeae
iaieoeia eiea-eiea, aaiceiuo ec Aa?iiu.

A ianoiyuaa a?aiy a Oe?aeia NNA eiaao 15 oeaio?ia iiaeaae, a oii /enea a
Eeaaa, Eueaiaa, ?iaii, Iaeanna, Oa?niia, E?eaii ?iaa, Oa?ueeiaa,
Aeiiaoeea, Eoaainea, Aeiieoea, AEeoiie?a,*a?iiaoeao. A yoeo oeaio?ao
i?iaeaae aeeno?eaooeee ?aaioaao aieaa 1000 /aeiaae.

E?iia yoiai, a ianoiyuaa a?aiy a Oe?aeia iino?iai e ?aaioaao iaeei
caaiae ii i?iecaiaenoao iaieoeia ai Eueaiaa.I?iaeoiua iiuiinoe aai
iicaieytho i?iecaiaeeoue aaeaaiaeii ieiei 10 iei aeae iaieoeia. Anoue
iaia?aiey oaaee/eoue iaueai i?iecaiaenoaa ia aoii i?aaei?eyoee a 2
?aca, aeey /aai aaaeaoueny iiioaae aeaoo aeiiieieoaeueiuo eeiee.

Aaaeaoueny oaeaea no?ieoaeuenoai aiaeiae/iiai caaiaea a A?iaa?ao,
eioi?ue ii cayaeaieth oaoie/aneiai aee?aeoi?a eiiiaiee noaiao e?oiiaeoei
caaiaeii a nenoaia NNA, ?aniieiaeaiiui a Aa?iia. ?acia? aai
i?iecaiaenoaaiiuo iiuiinoae – 58 oun i ea. – ii/oe a 2 ?aca aieueoa
nouanoaothuaai e?oiiaeoaai caaiaea a Aaia?ee (ai Eueaiaa – 15 i ea.).
A ioee/ea io Eueaiaa , aaea ?aceeaatho a 1-2 eeo?iaua aooueee, a
A?iaa?ao ieaie?oaony ?aceeaaoue e a aeanoyiua aaiee.Iniiaiuie
iai?aaeaieyie iinoaaie i?iaeoeoeee caaiaea yaeythony oeaio?aeueiua
?aaeiiu Oe?aeiu.

A ia?niaeoeaa, i?e aeinoaoi/iii ?acaeoee ni?ina, i?eaie?oaony
no?ieoaeuenoai caaiaea a Aeiai?iiao?ianea.

Ia naaiaeiy NNA aeiaeeea a Oe?aeio aieaa 100 iei aeiee, aieueoay /anoue
ec eioi?uo ooea ia no?ieoaeuenoai caaiea ai Eueaiaa. A aeeaeaeoea 2
aiaea.iaeiaei, ieaie?oaony aeiaeeoue a Oe?aeio 250 iei aeiee., e
oaaee/eoue eiee/anoai ?aaioathueo a eiiiaiee n 2050 aei 4000 /aeiaae.

A?aiaeeiciiai ?inoa NNA aeinoeaea a 1996a, eiaaea iaueai i?iaeaae aic?in
ia aieaa /ai 270% e ?acaeoea aeaiiiai ?uiea i?iaeieaeaaony aunieeie
oaiiaie. NNA eniieuecoy naie iiuiua ?ano?nu noa?aaony aeinoe/ue oaeiai
aea iiaouanoaa eae e a ae?oaeo aa?iiaeneeo no?aiao.

A ?aieao naiae i?ia?aiiu ii ?acaeoeth NNA oniaoii ?anoe?yao naoue
i?yiiai ?ani?aaeaeaiey ii anae no?aia, iaiya a 1996a aeiiieieoaeueii 600
?aaioieeia ii i?yiie i?iaeaaea. Ii ioeaieai iacaaeneiuo yneia?oia, ia
iiaeoaa?aeaeaiiuo, iaeiaei, eiiiaieae, iaueaiu ?aaeecaoeee NNA Ukraine
ltd. A 1996a . i?aauneee 150 iei aeae. Aaia?aeueiue iaiaaeaea? ii
i?iaeaaea Aeaenaiae? *aoaa?eeia ooaa?aeaeaao, a oi aea a?aiy, /oi
eiiiaiey oaeiaeaoai?aia iuiaoiei iaueaiii i?iaeaae, ii n/eoaao, /oi
oe?aeioeu iiea iaei iio?aaeytho iaieoeia oe?iu. Ii i?eaioe?iai/iui
aeaiiui a n?aaeiai oe?aeiaoe iio?aaeyao a aiae ieiei 4-o aooueie eo
iaieoeia, oiaaea eae a Eniaiee (eeaea? ii iio?aaeaieth ) – 60 aooueie a
aiae.

Eoae enoiaey ec iauaaeinooiiie eioi?iaoeee iiaeii naeaeaoue iaeioi?ua
auaiaeu i iioeaao e oaeoi?ao, iiaeeyaoeo ia ?aoaiea Eiiiaiee i auoiaea
ia oe?aeineee ?uiie.

I?aaeaea anaai iaiaoiaeeii ioiaoeoue oio oaeo, /oi Eiea-eiea e NNA
iiaee aueoe ia ?uiie oieueei a oaiaeaia ( oioy Eiea-eiea iiaea aueoe e n
ethaui ae?oaei aioea?ii eee nicaeaoue iiaiai iacaaeneiiai aioea?a ia
Oe?aeia).Oaeei ia?acii ?aoaieth i auoiaea i?aaeoanoaiaaei ianoiyoaeoiia
eco/aiea ninoiyiey e ia?niaeoea ?uiea. I?e yoii eiiiaiee iiaee
?an/eouaaoue ia ?aciua iooe ?acaeoey aeciana.

Iiaeaiaey eoia iu auaeaeeee neaaeothuea oaeoi?u e iioeau auoiaea
eiiiaiee ia ?uiie Oe?aeiu :

iaiaoiaeeiinoue ?acaeoey naiaai aeiaaeueiiai aeciana;

i?aaeoaeuenoaaiiua noeioeu ;

noaiaea?oece?iaaiiinoue i?iaeoeoia eiiiaiee ;

aunieee ?uii/iue iioaioeeae a Oe?aeia ;

noieiinoue oaeoi?ia i?iecaiaenoaa.

Iauee i?aaiecaoeeiiiue aiaeec.

NNAU i?aaieciaaia, eae e a ae?oaeo no?aiao, a oi?ia iauanoaa n
ia?aie/aiiie ioaaonoaaiiinoueth. I?e/ai NNAU yaeyaony aei/a?iae
eiiiaieae NNA ni 100-i?ioeaioiie eiiino?aiiie eiaanoeoeeae e ?aaioaao n
aieiaiie eiiiaieae (NNA) ia oneiaeyo o?ai/aeceiaa.

N?aaee iioeaia auai?a i?aaiecaoeeiiii-i?aaiaie oi?iu i?aaei?eyoey
iniiaiui, ia iao acaeyae, yaeyaony oio oaeo, /oi a neo/aa aaie?ionoaa
eee iaoaea/e i?e auoiaea ia aiaoiee ?uiie (iniaaiii ?eneiaue a Oe?aeia)
eiiiaiey aoaeao ianoe ioaaonoaaiiinoue a i?aaeaeao eiiouanoaa,
iaoiaeyuaainy ia aaeaina NNAU.

100-i?ioeaioiay eiaanoeoeey iicaieyao iieiinoueth eiio?iee?iaaoue
aei/a?ithth eiiiaieth. Iaeiaei neaaeoao ioiaoeoue, /oi i?e auoiaea ia
ae?oaea ?uiee, iniaaiii i?e iaee/ee onoie/eauo e aaoi?eoaoiuo eiiiaiee
ii i?iecaiaenoao e i?iaeaaea aacaeeiaieueiuo iaieoeia ia ieo, NNA
ia?acoao niaianoiua i?iaeou n ieie. Ia Oe?aeia a iiiaio auoiaea ia ?uiie
NNA (1994 aiae) oaeeo eiiiaiee ia auei.

Ai aeaaa NNAU noieo Aaia?aeueiue aee?aeoi? Eaaei Eaei. Aio iiae/eiyaony
ooaa-eaa?oe?a, eioi?ay eiaao iniaue noaoon ia Oe?aeia, a oaeaea,
Oeiainiaue aee?aeoi?, Iaiaaeaea? ii aiaoiei naycyi e aeaa ?aaeiiaeueiuo
iaiaaeaea?a. Iineaaeiea a naith i/a?aaeue eiatho ii aeaa Eniieiythueo
iaycaiiinoe, i?e/ai eaaeaeue E. I. ioaa/aao ca naie ?aaeii : caiaae,
ainoie, naaa? e tha. A eaaeaeii ?aaeiia iaoiaeyony oeeeaeu, eioi?ua
iiae/eiythony naiaio E.I.

Eiiiaiey i?aeoeeoao i?ia?aiiu iiauoaiea eaaeeoeeaoeee naieo ?aaioieeia.
A ?acoeueoaoa /aai oe?aeineea ?aaioieee ia naaiaeiyoiee aeaiue au?inee
aei aeieaeiinoae E.I. A oi a?aiy eae aunoee oi?aaeai/aneee ia?niiae
ninoaaeytho eiino?aioeu.

Iinea i?aaeaa?eoaeueiiai ?anniio?aiey ?acthia eaiaeeaeao i?eaeaoaaony ia
niaanaaeiaaiea, aaea aai i?aaeaa?eoaeueii ioeaieaatho e iauyniytho nooue
aai aoaeouae ?aaiou. Neaaeothuei yoaiii a i?ioeanna i?eiyoey ia ?aaioo
yaeyaony ineoieiae/aneee oano, ii i?ioiaeaeaieth eioi?iai eaiaeeaeao
ca/eneyaony a ooao.

AIAEEC EIIEO?AIOIA.

Ia ?uiea i?ioeaaeeoaeueiuo iaieoeia i?iaeoeoeey NNA ioiineony e
naaiaioo o?oeoiaie aiaeu, ii, aeaenoaoyia Oe?aeia, eae e aae?oaeo
no?aiao eiiiaiey anooiaao a eiieo?aioioth ai?ueao ia oieueei n
i?aaenoaaeoaeyie aeaiiiai naaiaioa ( naieie i?aaeiaoiuie eiieo?aioaie ),
ii e n i?iecaiaeeoaeyie ae?oaeo i?ioeaaeeoaeueiuo iaieoeia (
ooieoeeiiaeueiuie eiieo?aioaie), i?aeoeoeey eioi?uo neoaeeo
oaeiaeaoai?aieth oao aea iio?aaiinoae iio?aaeoaeae, /oi e i?iaeoeoeey
NNA.

Niioiioaiea i?aaeeiaeaiee ?aciuo aeaeia i?ioeaaeeoaeueiuo iaieoeia a
Oe?aeia ( ii ioeaieai iniiaiuo iia?aoi?ia ?uiea )
ethiue 1997.

Nooea iaieoee 6%

ieia?aeueiay aiaea 44%

o?oeoiaay aiaea 48%

ae?oaea 2%

Eae aeaeei ec i?aaaaeaiiiai niioiioaiey, iniiaiuie ooieoeeiiaeueiuie
eiieo?aioaie NNA yaeythony i?iecaiaeeoaee ieia?aeueiie aiaeu. Oaeiauie
yaeythony aieueoeinoai oe?aeineeo i?iecaiaeeoaeae aacaeeiaieueiuo
iaieoeia, a oaeaea eiino?aiiua oe?iu, caieiathuea,iaeiaei,iaaieueooth
aeieth ?uiea ieia?aeueiie aiaeu a Oe?aeia. N?aaee iniiaiuo
i?iecaiaeeoaeae ieia?aeueiie aiaeu iniai neaaeoao auaeaeeoue AI
“Iaieiiue” – “Iaieiineay”, “Nioey Eeaaneay”; eiiiaieth Krimsky wodi –
“E?uineay”.Iaeaieaa oiaeiaie eiii?oiie ieia?aeueiie aiaeie yaeyaony
a?a/aneay aiaea “Oaoen”.

A oeaeii aea ioia/aaony iauaa nieaeaiea iiioey?iinoe ieia?aeueiie aiaeu
– aa ooieoeeth oaa?aiii auiieiytho o?oeoiaua aiaeu.(Aecian ?26 (181)
1996a.)

*oi aea eanaaony ae?oaiai i?ioeaaeeoaeueiiai iaieoea – ieoueaaie aiaeu,
oi aua a 1995a. ieoueaaay aiaea i?iecaiaenoaa O?aioeee, Neiaaiee e
Aa?iaiee caieiaea ii?yaeea 4% ?uiea aacaeeiaieueiuo iaieoeia. E inaie
1995 iaueaiu i?aaeeiaeaiee aeaaea oaaee/aeenue ca n/ao auoiaea ia ?uiie
ioa/anoaaiiie “Oe?ethui?”. Ii oaea aia/aea 1996a. yoe iaueaiu oiaee aei
1%. Niin aea i?aeoe/anee ionoonoaoao. Ieoueaaoth aiaeo ia naaiaeiy
iiaeii i?eia?anoe oieueei a noia?ia?eaoao. I?aaeeiaeaiey “Oe?ethui?”
nie?aoeeenue ii/oe aei ioey.

Iaiin?aaenoaaiiui ( i?aaeiaoiui ) eiieo?aioii NNA ia ?uiea Oe?aeiu
yaeyaony eiiiaiey Pepsi Ci, yaeythuayny i?aaeaea aneai aa ie?iaui
eiieo?aioii The Coca-cola Company.Iaeanoi/aiiay ai?ueaa iaaeaeo aeaoiy
e?oiiaeoeie e noa?aeoaie i?iecaiaeeoaeyie i?ioeaaeeoaeueiuo iaieoeia
ca/anooth i?eieiaao aeiaieueii i?e/oaeeeaua oi?iu.Eiiaaea iiaeao
iieacaoueny , /oi Coca-cola e Pepsi Co. i?inoi ia ia?aiinyo ae?oa
ae?oaa.

A auaoai NNN? niaoeeoeea eo ai?ueau aaea naycaia n ?aciuie n?ieaie
iiyaeaiey ia ?uiea eo oe?iaiiuo iaieoeia. “Iaine-eiea” noaea
i?iaeaaaoueny a NNN? aua a 1974a. : ii iaaei?aaeoaeuenoaaiiiio
niaeaoaieth eiiiaiey iinoaaeyea naie eiioeaio?ao iiai?inneeneiio caaiaeo
a iaiai ia aiaeeo “Noiee/iay”.A 80-o “Iaine” oaea aini?eieiaeanue eae
i?eau/iue niaaoneee iaieoie, oiaaea eae “Eiea” i?iaeaaaeanue
eneeth/eoaeueii a “Aa?aceao” e ”Aeueaao?inao” e eacaeanue ao?eaooii
caiaaeiiai ia?aca aeecie.

Ieiia?neei iaieoeii eiiiaiee Eiea-eiea a NNN? noaea “Oaioa” – aa ia/aee
i?iecaiaeeoue a 1879a. Aa aiaeia iiae iacaaieai “Ia?eiaea” eiiiaiea
Iaine Ei ia/aea i?iaeaaaoue a nithca oieueei a 1995a.

A Oe?aeia iaa yoe aeaaioa eiatho naie caaiaeu ii i?iecaiaenoao aioiauo
iaieoeia, ec eiii?oe?oaiuo eie a Oe?aeio eiioeaio?aoia. Iaeiaei a
ioee/ea io NNA , eiathuae iiea eeoue caaiae ii ?aceeao ai Eueaiaa ,
Iaine Ei eniieuecoao eae iiuiinoe naiaai niaoeeaeece?iaaiiiai caaiaea a
*a?iiaoeao (“?inu Aoeiaeiu”), oae e iiuiinoe ae?oaeo oe?aeineeo
i?aaei?eyoee, auioneathueo iaieoee eiiiaiee (Pepsi, Mirinda,7-Up).Yoi
i?aaeaea anaai AI Iaieiiue e Eeaaneee caaiae aacaeeiaieueiuo iaieoeia
“?ineiea”.

Ianiio?y ia yoi , aieaa /ai ne?iiiua iaueaiu i?iecaiaenoaa i?iaeoeoeee
Pepsi Co ia iicaieytho ae auoue na?ueaciui eiieo?aioii NNA ia oe?aeineii
?uiea, eioi?ue ia naaiaeiy ia 70% caiyo eiaiii i?iaeoeoeeae NNA .(Aecian
?25-26 (232-233) 1997a.).

E?iia Pepsi Co eiieo?aioeeth NNA ninoaaeytho e oe?aeineea i?aaei?eyoey,
eioi?ua i?iecaiaeyo nianoaaiioth o?oeoiaoth aiaeo, eeai ecaioaaeeaatho
aa ec eiioeeio?aoia ae?oaeo eiiiaiee. Yoi iniaiiii aaaeii aeey
aeieain?i/iiai ieaie?iaaiey aaeaeo aieueoeo iioaioeeaeueiuo
i?iecaiaenoaai- iuo iiuiinoae oe?aeineeo i?aaei?eyoee – aei 150iei. aeae
a aiae.

Anaai ia oa??eoi?ee Oe?aeiu ii aeaiiui Ieinoaoa aeaenoaoao 297
i?aaei?eyoee ii i?iecaiaenoao aacaeeiaieueiuo iaieoeia , e yaeythueony
i?yii eee einaaiii eiieo?aioaie NNA. A ia/aea 1996a. eie auei
i?iecaaaeaii 14 iei. Aeae aacaeeiaieueiuo iaieoeia, /oi ia o?aoue
aieueoa ii n?aaiaieth n oai aea ia?eiaeii 1995a. Ieia?aeueiie aiaeu
aueii?iecaaaeaii 5.3 iei. aeae , eee ia 17% iaiueoa, /ai a 1995a.

Aeeiaieea i?iecaiaenoaa aacaeeiaieueiuo iaieoeia a Oe?aeia ca iineaaeiaa
aeanyoeeaoea, i?aaeinoaaeaiiay ieaea, naeaeaoaeuenoaoao i ?aceii niaaea
i?iecaiaenoaa a aeaiiie io?anee a ia?eiae n 1990 ii 1995aa.Yoio niaae
aue iaoneiaeai i?aaeaea anaai yeiiiie/aneei iieiaeaieai i?aaei?eyoee.

Oae o?iaaiue eciina iaoei e iai?oaeiaaiey a io?anee ninoaaeye a 1996a.
36%, a o?iaaiue caa?ocee i?iecaiaenoaaiiuo iiuiinoae ninoaaeye 15-20%.
Yoi aaconeiaii neacuaaaony ia oeiainiaii ninoiyiee i?aaei?eyoee e eo
ia?niaeoeaao ?acaeoey e naycaiii i?aaeaea anaai n iiauoaieai o?iaiy
eiieo?aioeee a io?anee, aucaaiiui iiyaeaieai ia ?uiea i?iaeoeoeee NNA.

Niioiioaiea iaueaiia i?iecaiaenoaa ioaeaeueiuo i?iecaiaeeoaeae
i?aaeinoaaeaiiia Aineiinoaoii eeoiee ?ac iiaeoaa?aeaeaao eeaee?othuaa
iieiaeaiea NNA n?aaee iniiaiuo i?iecaiaeeoaeae aacaeeiaieueiuo iaieoeia
ia Oe?aeia.

Ec i?eaaaeaiiie oaaeeoeu aeaeii, /oi eueaianeei caaiaeii “Aiaoee”
auioneaaony aacaeeiaieueiuo iaieoeia aieueoa, /ai anaie inoaeueiuie
e?oiiaeoeie ( ! ) i?iecaiaeeoaeyie, aianoa acyouie.

I?iecaiaenoai aacaeeiaieueiuo iaieoeia, iei aeae.

I?iecaiaeeoaeue aaaono 1997 yiaa?ue- aaaono 1997 aaaono 1996
yiaa?ue-aaaono

1996

anaai 3,018 29,905 3,550 27,268

NNA (Eueaia) 1,425 14,185 1,066 8,815

“Iaieiiue” 0,174 2,977 0,348 3,212

“?ineiea” 0,226 1,545 0,125 1,319

Oe?-aia?ee NI “Pepsico-?inu Aoeiaeiu. 0,085 1,244 0,036 0,329

Aeiiaoneee ieacaaiae 0,047 0,427 0,095 0,778

Anee eiiiaiee oaeanony-oaee caionoeoue i?iecaiaenoai ia iiaii caaiaea a
A?iaa?ao, oi n ?uiea aoaeao auaeo e aaeeinoaaiiue ioa/anoaaiiue
i?iecaiaeeoaeue aiaeiae/iie i?iaeoeoeee a ieoaeee/aneeo aaieao – IA
“Aai Io? Oe?aeia” (caaiae “I?eai”).

Aieaa oiai, aeayoaeueiinoue NNA noaea i?e/eiie eiii?oa a Oe?aeio
o?oeoiaie aiaeu. A ia?aii iieoaiaeee 1997a. , ii ioeoeeaeueiui aeaiiui
auei aaacaii 16.9 iei. aeae, ec eioi?uo 15.5 iei.aeae (ec ?oiuiee)
i?eoiaeeony ia aeieth NNA.

No?aoaaee NNA e aa oe?aeineeo eiieo?aioia ii caaiaaaieth iaeneiaeueii
aiciiaeiie aeiee ?uiea a oeaeii noiaee e ?acee/athony i?aaeaea anaai
ianooaaaie aeayoaeueiinoe ii i?iaeaeaeaieth oiaa?a, ?aeeaia, a oaeaea
iaoneiaeaiu ca/anooth iaaeinoaoeii iiuoa ?aaiou ii ia?eaoeiaiaiio
iaania/aieth oiaa?a.

Ioa/anoaaiiua oe?iu eae e NNA eniieuecotho oaeoeeo ociaaaaiinoe
iio?aaeoaeai eo i?iaeoeoeee. N yoie oeaeueth auae?athony oeaaoa eiiiaiee
(?ineiea – neiee, i?aiaeaaue, aaeue; Iaieiiue – caeaiue ), eioi?ua
ioia?a- aeathony a eiaioeiao e oiaa?iuo ciaeao oe?i. Oe?iei
eniieuecothony oaeaea ?aeeaiiua iaaeiene, oe?iaiiua ?o/ee, ioe?uaaeee,
naiieeaeee.

A oiaea a?aiy aieaa aunieay eaaeeoeeaoeey iaiaaeaea?ia NNA iicaieeea ei
aua?aoue aieaa oaea/ioth ii iiaieth yenia?oia no?aoaaeth a i?aaiecaoeee
?aaiou n ieoiaoaeyie. Oae anee AI Iaieiiue, noi?ie?iaaa aeeeea?neoth
naoue , ?aoeei inoaiiaeoueny ia aeinoeaiooii , oi NNA aani?a?uaii
i?iaeieaeaao ?aaioo ii aa ?anoe?aieth. E?iia oiai, naiei oi?aiaui
ia?oia?ai eiiiaiey iaania/eaaao aeinoaaeo i?iaeoeoeee, i?aaeeaaaao
oaeiaiua aeey ieo oi?iu nio?oaeie/anoaa. Aea e iaaieueoay ?acieoea a
ioioneiuo oeaiao ia a iieueco iaieiiueneie i?iaeoeoeee.

Oai ia iaiaa , aeeaaiaea?y ?aeeaiiie iiaeaea?aeea e ouaoaeueiiio
eco/aieth aeeiaieee ?uiea, iaa oiiiyioouo i?iecaiaeeoaey aieaa /ai
oaa?aiii /oanoaotho naay ia oe?aeineii ?uiea. Ia yoii naeaeaoaeuenoaoao
oaea oio oaeo, /oi eo i?iaeoeoeey iieueciaaeanue cia/eoaeueiui ni?inii
aeaaea a ceiiee ia?eiae.

E?iia oiai, eae e NNA, ie iaeii ec e?oiiuo i?aaei?eyoee ia
ia?aie/aaaaony ?aaeecaoeeae i?iaeoeoeee a iaeiii eiie?aoiii ?aaeiia.
Iiyaeeenue e i?iecaiaeeoaee i?yii i?eaioe?iaaiiua ia yenii?o i?iaeoeoeee
a ae?oaea ?aaeiiu Oe?aeiu, ?inneth, Iieueoo. A /anoiinoe “?ineiea”
iaeaaeeea ?aaoey?iua iinoaaee a no?aiu NIA. Iaeaieaa ia?niaeoeaiui
n/eoaaony ?uiie Ainoi/iie Oe?aeiu (ionoonoaea ianiuo i?iecaiaeeoaeae,
ioiineoaeueii aunieay iieoiaoaeueiay niiniaiinoue ianaeaiey ).

Oi?iu ?aaiou ia ioee/athony ?aciiia?aceai: i?aeoe/anee ana e?oiiua
i?iecaiaeeoaee i?aaeii/eoatho ?aaioaoue ii noaia – caaiae – iioiaee –
iaeeee iio – i?iaeaaaoe. A oiaea a?aiy NNA ana aieoa oaeaeyao aieiaiea
onoaiiaeaieth nio?oaeie/anoaa iaiin?aaenoaaiii n ?icie/iuie oi?aiaoeaie,
noia?ia?eaoaie, i?iaeoeoiauie iaaaceiaie. Oaeei ia?acii eiiiaiey
no?aieony e nei?aeoaio e iaeaieaa i?eaueueiiio iai?ioo ia?oee oiaa?a,a ,
cia/eo, aeaiaaei?o n?aaenoa. Cia/eoaeueiia aieiaiea oaeaeyaony
iaania/aieth i?iaeaaee oieiaei?o iaieoeia a iaaaceiao, aeey /aai
eiiiaiey i?aaeinoaaeyao ?icie/i?i ia?oia?ai ae?iaii?a oieiaeeeueieee.

I?eaeiaeueioth no?aoaaeth eiaao “?ineiea”, n/eoathuay oe?iaiioth
oi?aiaeth aaniiui oaeoi?ii i?iaeaeaeaiey naiaai oiaa?a e iieoiaoaeth.
Ianiio?y ia oeiainiaua o?oaeiinoe ?acaeoey nianoaaiiie oe?iaiiie
oi?aiaie naoe “?ineieie” oaea ioe?uou oe?iaiiua iaaeeueaiu a ioaeaeueiuo
?aeiiao Eeaaa, ai iiiaeo iaeanoyo Oe?aeiu nicaeathony ?aaeiiaeueiua
i?aaenoaaeoaeuenoaa eiiiaiee, ia eioi?ua aiceiaeaiu iaycaoaeuenoaa ii
nicaeaieth ia ianoao oe?iaiiuao iaaaceiia. Io oe?iaiiie oi?aiaee iaeiaei
ia iaeeaeaaony aunieeo i?eaueae, iia ?anniao?eaaaony ia i?aaei?eyoee eae
iaeii ec i?iyaeaiee aunoeo oi?i ?aeeaiiu, iicaieythuaa aua aieueoa
i?eaeeceoue i?iaeaaoea e iieoiaoaeth.A oi aea a?aiy oe?iaiiua oi/ee
aeieaeiu auoue iinea ia?ae/iiai aeeaaiey n?aaenoa naiiieoiaaiuie, /oiau
ia noaoue neeoeii ia?aiaieoaeueiuie aeey eiiiaiee.

A oi aea a?aiy CCA aeinooiiu no?aoaaee iiaaaeaiey ia ?uie, eioi?ua ia
iiaoo auoue i?eiaiaiu oe?aeineeiee i?iecaiaeeoaeyie. Yoi iaoneiaeaii a
ia?aoth i/a?aaeue oeiainiaie iiuueth NNA, o?ainiaoeeiiaeueiui oa?aeoa?ii
aeayoeueiinoe e aiciiaeiinoueth eiiiaiee aeeyoue ia i?aaeoaeuenoaaiiua
no?oeoo?u, ?aaoee?othuea aeaiue ?uiie e io?aneue a oeaeii.Oae NNA
oaeaaeinue aaiceoue a Oe?aeio iaieoee ii eueaioiui eaiaeaii, aeoeaii
eeniieuecoy aeaaaeue/aneea noaiu ?aaiou n i?aaei?eyoeyie NNA a ?oiuiee e
Aaia?ee, /oi oaeanoi/aei oeaiiaoth eiieo?aioeeth ia ?uiea, aeaaay
aiciiaeiinoue eiiiaiee eaaei ni?aaeyony n aieaa ieceeiee oeaiaie
oe?aeeineeo i?iecaiaeeoaeae ia aiaeiae/ioth i?iaeoeoeeth.Oaeei ia?acii
NNA ?acoiiaaeeeaaea aaiceiue eiioeaio?ao ii eueaioiuii oa?eoai – 5-10%,
oiaaea eae ioa/anoaaiiua i?iecaiaeeoaee ieaoeee 30% eiii?oiie iioeeiu
i?e aaica eiioeaio?aoia aeey naiaai i?iecaiaenoaa.Aneaenoaea ianiaiai
eiii?oa ii oaeei eaiaeai aiciiaeiinoe oe?aeineeo i?iecaiaeeoaeae
eeniieuecothony eeoue ia 10%, i?e iioaioeeaeueiie aiciiaeiinoe auionea
160 iei aeae aacaeeiaieueiuo iaieoeia a aiae.

A ioaao ia yoi i?aaenoaaeoaee 7 e?oiiaeoeo ieai-aacaeeiaieueiuo
i?iecaiaeeoaeae no?aiu i?eiyee ia?auaiea e i?aaeoaeuenoao, noaaie
eiii?oiuo iioeei ia ieia?aeueioth aiaeo, aacaeeiaieueiuo iaieoeia,
eiioaou. Yoei auee eeeaeaee?iaaiu eueaiou ia aaic aeey NNA, a
ainoaea?noai nio?aiyei eiieo?aioininiaiinoue naieo i?iecaiaeeoaeae e
iinoiyiiue enoi/iee iinooieaiee a athaeaeao.

Iaeiaei iaaeaaii nooaei ecaanoii i oii, /oi a EIO auei iiaeieenaii
?anii?yaeaiea i niyoeee n iinoaaeyaiiai eiioeaio?aoa eiiiaiee NNA
aaiciie iioeeiu e IAeN. Aeiaiaeaie NNA noaei oi, /oi a nayce n aieueoeie
cao?aoaie ia ?aeeaio, eiiiaiey aoaeao aei?iaoth e iaaeinooiioth
oe?aeineiio iio?aaeoaeth i?iaeoeoeeth (Aeaeiaua aaaeiiinoe 09.10.97.).

A Ainieuai?iia iieaaatho, /oi anee a aeeaeaeoaa a?aiy i?aaeeoaeuenoai ia
i?aaei?eiao caueuathueo ioa/anoaaiiiai i?iecaiaeeoaey ia?, en/acioo
ooaooiieiaee, iniiaaiu ia eniieueciaaiee iaoo?aeueiuo aauanoa, caiyoua
ia yoeo i?iecaiaenoaao inoaioony aac ?aaiou e ?uiie aoaeao iieiinoueth
caiyo oiaa?aie NNA.

Iiceoeey aioeiiiiiieueiiai eiieoaoa ii aeaiiio aii?ino ia ynia (Aecian
?24 1997).

Oaeei ia?acii NNA aeoeaii i?iaiaeeo no?aoaaeth eniieueciaaiey ia?uii/iuo
iaoiaeia iiiiiieecaoeeee ?uiea aacaeeiaieueiuo iaieoeia a neooaoeee,
eiaaea ioa/anoaaiiua i?iecaiaeeoaee eiatho cia/eoaeueii iaiueoaa
aeeyieea ia i?aaeoaeuenoaaiiua no?oeoo?u e caieiatho ne?iiioth aeieth
aeaiiiai ?uiea.

OEIAINIAUE AIAEEC

Oeiainiaua iieacaoaee aeayoaeueiinoe oe?iu ca 1995-96aa, enoiaey ec
eioi?iaoeee i?aaeinoaaeaiiie NNA naeaeaoaeuenoaotho i cia/eoaeueiuo
oniaoao eiiiaiee ai anao noa?ao aeciana :

oeiainiaua iieacaoaee 1996 1995 ioeeiiaiea

aeioiae io i?iaeaae iei aeie 3704 2968 24%

iia?aoeeiiiay i?eaueue iei aeie. 501 454 10%

oi?aiaay i?eaueue iei aeie. 316 324 2.4%

/enoay i?eaueue iei aeie. 142 138 2.5%

eiaoeoeeaio caaeieaeaiiinoe (caaeieaeaiiinoue/eaieoae) 54.6% 65% –

aeioiae ia aeoeeth 27n 31n 12.5%

aeeaeaeaiaeu ia aeoeeth 19n 19n –

noiia aeeaeaeaiaeia iei aeie . 99 83 18%

anaai aeoeaia iei aeie. 6091 4651 31%

NNA aeoeeiia?iue eaieoae iei 2609 1970 32.5%

Nieaeaiea aeioiaea ia aeoeeth i?e ?inoa naiiai aeioiaea e oaaee/aiea
iauae iauae noiiu aeeaeaeaiaeia aia?eo ia oaaee/aiee /enea aeoeee
eiiiaiee, /oi yaeyaony iieiaeeoaeueiui oaeoi?ii , aiai?yuai i ?inoa
oe?iu.

E?iia oiai, a 1996 a. Ii aeaiiui eiiiaiee iaueai i?iaeaae aa i?iaeoeoeee
au?in ia 29% e aeinoea 430 iei aeae. A oii aea aiaeo aue caaa?oai ioaao
?uieia a Iieueoa , Aano?ee e Oaaeoea?ee. Aianoa noai auei aeinoeaiooi:

-?anoe?aiea i?iecaiaenoaaiiuo iiuiinoae a Eiaeiiacee, Aaia?ee e Oe?aeia;

-ii/oe 220 iei $ eiaanoe?iaaii a iai?oaeiaaiea aeey i?iecaiaenoaa
i?ioeaaeeoaeueiuo iaieoeia;

-oe?aieaiea i?yiiai ?ani?aaeaeaiey;

-cia/eoaeueiia ?acaeoea anao aecian – nenoai;

-?aei?aeiay aeiey ?uiea Aano?aeee.

I?e yoii oeaeueth NNA yaeyaony aeinoeaeaiea aaniethoiiai eeaea?noaa ai

anao no?aiao, aaea iia aeaenoaoao.

A oeaeii eiiiaiey i?iaiaeeo iieeoeeo, enoiaey ec eioi?ie iiaeii
naeaeaoue auaiae, /oi iia ia aeaeaao /oiau i iae ciaei eae iiaeii
aieueoaa /enei caeioa?aniaaiiuo eeoe. Aaaeue NNA yaeyaony eiiiaieae ni
100% eiino?aiiui eaieoaeii, a ia Oe?aeia aa eioa?anoao eeoue ecaea/aiea
iaeneiaeueiie i?eauee.

AIAEEC I?IAeOEOIA

Ec aeiaieueii oe?ieiai anni?oeiaioa aacaeeiaieueiuo iaieoeia,
i?aaeeaaaaiu eiiiaieae NNA ai anai ie?a (coca-cola, diet cjct, fanta,
sprite, lift, fruitopia, POWERaDE, deep spring, mount Franklin,
schweppes, L&P, fanta light, sprite light, Kinley, Nestea, Capply, cjce
light, Mezzo mix, Bonaqa ) NNA i?aaeeaaaao a Oe?aeia ia naaiaeiy eeoue 3
eo aeaea : coca-cola, fanta, sprite.

A oeaeii i?iaeoeoeey eiiiaiee i?aaenoaaeyao niaie aacaeeiaieueiua
iaieoee, eae i?aaeei a aeaea neaaeeie o?oeoiaie aace?iaaiiie aiaeu, oioy
a iauai anni?oeiaioa eiaaony e ieia?aeueiay aiaea. I?iaeoeoeey NNA
auioneaaony a ?acee/iuo aeaeao oa?u, iaeioi?ay aa /anoue i?iaeaaony e ia
?aceea a eaoa, aa?ao, noieiauo. Iniiaiuie aeaeaie oa?u eniieuecoaiie
eiiiaieae yaeythony : noaeeyiiay oe?iaiiay aooueea Eiea-eiea aieinoueth
0.33 e., IAO aooueea aieinoueth 1.25, 1.5, 2 e., i?e/ai iaeaieueoae
iiioey?iinoueth iieuecoaony,ii aeaiiui eiiiaiee, i?iaeoeoeey,
oiaeiaaiiay a 2-o eeo?iaua aooueee, a oae aea aeanoyiua aaiee 0.33 e 0.5
e. I?iaeoeoeey a noaeeyiiie oa?a aeinoaaeyaony iio?aaeoaeyi a yueeao, a
a ieanoeeiaie e aeanoyiie oa?a – oiaeiauaaaony a iieeyoeeaiiaua aeiee ii
6 e aieaa aooueie.

Aeaaiaea?y aeoeaiie ?aeeaiiie aeayoaeueiinoe OIE, y oae aea yooaeoeaiie
ia?eaoeiaiaie ia?aaioea oiaa?a i?iaeoeoeey NNA ioiineony yenia?oaie e
oaeei aeaeai aacaeeiaieueiuo iaieoeia, ni?in ia eioi?ua ia caaeneo io
oaiia?aoo?u ie?oaeathuae n?aaeu./oi eanaaony noaiaie iiaeciu i?iaeoeoeee
NNA, oi iia ?acee/ia aeey ?aciuo aeaeia iaieoeia, i?iecaiaeeiuo
eiiiaieae , /oi naycaii, ai-ia?auo, n ?acee/iuie n?ieaie nicaeaiey
eauoiaea ia ?uiie eaaeaeiai eiie?aoiiai iaieoea, n niioaaonoaothuae aio
oi?aiaie ia?eie,ai-aoi?uo, ni n?ieaie auoiaeae aeeeoaeueiinoueth
ia?auaiey eaaeaeie o?aiaie ia?ee ia ?uiea eiie?aoiie no?aiu, a eioi?ie
i?aaenoaaeaia eiiiaiey. Yoi icia/aao, /oi iaeia e oaaea ia?ea iiaeao
iaoiaeeony ia noaaeee ianuuaiey eee aeaaea niaaea a iaeiie no?aia (aaea
iia aeaaii ooieoeeiie?oao ) e iaoiaeeony a oaca ?inoa ia
aiiaueioe?uaaaiuo oe?iie ?uieao ae?oaeo no?ai.

Enoi?e/enee iaeaieaa noa?uie yaeythony coca-cola, fanta, sprite. Iiyoiio
ia oao ?uieao, aaea yoe oi?aiaua ia?ee onoa?aaatho e ia?aoaaeyo a oaco
ianuuaiey eiiiaiey auioneaao iiaua ?aciiaeaeiinoe iaieoeia, i?iaiaey,
oaeei ia?acii ai?eciioaeueioth oiaa?ioth iieeoeeo. A oiaea a?aiy n
oeaeueth nio?aiaiey ca niaie aeinoeaiooie ?uii/iie aeiee a oneiaeyo
eiieo?aioeee n ae?oaeie eiiiaieyie-eiieo?aioaie NNA auioneaao ia ?uiie
iiaua , ia naycaiiua n oaea nouanoaothueie, iaieoee a aeaea eae
o?oeoiaie, oae e ieia?aeueiie aiaeu, aeeaa?neoeoee?oy oaeei ia?acii naia
i?iecaiaenoai e caaiaauaay ana iiaua naaiaiou ?uiea .

Oaeay iieeoeea, eae aeaeii ec i?aaeinoaaeaiiiai eiiiaieae ?ani?aaeaeaiey
oi?aiauo ia?ie ii no?aiai, aaea ?aaioaao NNA, i?iaiaeeony a eaaeaeie
no?aia eoaea i?eoiaeeo NNA : nia/aea auioneathony ia ?uiie noa?ua e
iaeaieaa i?iaa?aiiua ia?ee – coca-cola, fanta sprite, a iicaea , ii ia?a
ianuuaiey ?uiea yoeie iaieoeaie, eiiiaiey aaiaeeo iiaua oi?aiaua ia?ee,
oiaei ni/aoay ?aeeaiioth aeayoaeueiinoue e aeayoaeueiinoue ii
i?iaeaeaeaieth iiaiai oiaa?a n ia?aueaaieai iaueaiia i?iecaiaenoaa e
eiii?oa-yenii?oa.

Iiaeoaa?aeaeaieai auoaneacaiiiai neoaeeo e oi, /oi aiaae?aiea iiaiai
iaieoea aeey nii?oniaiia POWERaDE CCAia/aea eiaiii ni naieo iaeaieaa
noa?uo, cia/eo iaeaieaa ianuuaiiuo, ?uieia a Aano?aeee e Iiaie
Caeaiaeee.

I?iaeoeoeey NNA ioee/aaony aunieie noaiaiueth noaiaea?oeciaaiiinoe a
i?aaeaeao eaaeaeiai aeaea iaieoeia, /oi iaoneiaeaiii noaoonii NNA eae
aioea?a aieiaiie eiiiaiee The Coca-cola Co, iinoaaeythuae ae
eiioeaio?aou aeey i?iecaiaenoaa iaieoeia. Oaeei ia?acii i?iaeoeoeey ia
oieueei noaiaea?oeciaaia ii aeono, ii e ii oaoiieiaee ?iiecaiaenoaa,
caeeth/athuany a niaaeeiaiee eiioeaio?aoa n aiaeie a ii?aaeaeaiiuo
i?iii?oeeyo e oneiaeyo. I?e yoii iao iaiaoiaeeienoe a aaeiioaoeeee
?uieai ioaeaeueiuo uo?aia caaeneiinoeio eaeeo-eeai iniaaiiuo
o?aaiaaieeeee aeonia iio?aaeoaeae, aeon eaaeaeiai ec iaieoeia iaeeiaeia
ai anao no?aiao ,aaea ?aaioaao eiiiaiey. Aeaaea iaiai?io ?uieo
(iieoiaoaeyi) i?eoiaeeony i?eniinaaeeaaoueny iiae aeon eo iaieoeia.
Aaeiioe?othony eeoue ycue iaiineiuo iaaeienae ia oiaeiaea ( a neo/aa
niioaaonoaothueo o?aaiaaiee ni noi?iiu iaoeeiiaeueiuo caeiiia no?aiu
i?enoonoaey ) e a caaeneiinoe io ni?ina eee i?iecaiaenoaaiiuo
aiciiaeiinoae – iaueaiu e aeae oa?u aeey iaieoeia.

I?ae?aniui i?eia?ii i?iaeoeoeee eiiiaiee yaeyaony Oaioa.

Oaioa yaeyaony iaeaieaa ?ani?ino?aiaiiui aiaeueneiiaui aacaeei- aieue
iui iaieoeii a ie?a e caieiaao 5-a ianoi ii i?iaeaaeai a ie?a n?aaee
anao aacaeeiaieueiuo iaieoeia, a ca i?aaeaeaie NOA 3-i. Oaioa – yoi 2-y
ii aaee/eia ia?ea eiiiaiee ca i?aaeaeaie NOA. Oaioa iiaeao eiaoue 125
?acee/iuo aeonia, ii aa iniiaie yaeyaony ieieioi 72% aiaeueneiiaiai
niea.

Oeaeaaie ?uiie – a iniiaiii iieiaeaaeue, 12-19 eao, ca i?aaeaeaie NOA.
Oaioa ia?aaiaeeo naith ia?eo io aeaoneiai iaieoea a iaieoie aeey
iiaeaaee – iieiaeaaeue ninoaaeyao 1/3 iio?aaeoaeae.

Oaioa i?iaeaaony a 189 no?aiao, iaeaieueoeie ec eioi?uo yaeythony
Aa?iaiey, A?aceeey, Oaeeaiae e ssiiiey.

Nae/an ?aeeaiiui eicoiiai yaeyaony “Welcome to the World”, eioi?ue
i?eaeaeaao iieiaeaaeue anaai ie?a.

AIAEEC IIEOIAOAEAE.

Aiaeec iieoiaoaeae i?iaeoeoeee NNA i?aaeaea anaai o?aaoao ?aca?aie/aiea
iaaeaeo ieie a no?aia aace?iaaiey e a Oe?aeia.Aaconeiaii, /oi ia
o?aaeeoeeiiiuo ?uieao no?aiu aace?iaaiey NNA yaeyaony iaieoeii
iauaeaiiui e aeinooiiui aaniethoii anai neiyi ianaeaiey.Ia iiauo
?uieao, iniaaiii ia ?uieao NIA, o?iaaiue aeecie ianaeaiey ia iicaieyao
n/eoaoue i?iaeoeoeeth NNA aaniethoii aeinooiiie.Iaeiaei aa iieoiaao
aieueoeinoai.Yoi ia?aaoey?iua iieoiee a e?oiiuo ianooaaao aeey iau/iiai
oaeaeaiey aeaaeaeu, a a iniiaiii aeey eniieueciaaiey ai a?aiy
oi?aeanoaaiiuo niauoee (aeie ?iaeaeaiey, naaaeueau..), a oi a?aiy eae a
Aano?aeee, iai?eia?, eiea-eieo iio?aaeytho eae aaeaaeiaaiue iaieoie.

Iieeoeea NNA a oi?ie?iaaiee naieo iieoiaoaeae aeaieueii na?ueaciiaa.
Oae, ecaanoiia oe?ieiianooaaiay aeoeey NNA ai anao no?aiao “FORGET THE
COFFEE OR TEA BREAK, WHERE IS THE COKE”.Iin?aaenoaii ?aeeaiiie eaiiaiee,
a oaeaea onoaiiaeaieai oieiaeeeeueieeia e eiioaeia?ia n i?iaeoeoeeae NNA
ai anao caeoni/iuo e eaoa, oe?ia iuoaaony caaea/ue a /enei naieo
iio?aaeoaeae anao ?aai/eo e neoaeaueo ai a?aiy eo ia?a?uaa ia iaaae.

ssaeyynue iaoa?aeoa?iui aeey Oe?aeu, oe?ieia ?aniino?aiaiea iieo/eea
neenoaia ?acaicee iaieoeia eiea-eiea ia niaoeeaeueiuo iaoeiao e eioeao.
Iau/iui yaeyaony iiaeaic i?iaeoeoeee ai a?aiy iaaaeaiiiai ia?a?uaa i?yii
e ?aai/ei ianoai: e aeaa?yi o/?aaeaeaiey, ?aai/ei ia no?ieea… Aaaeiia
cia/aiea a iaeanoe oi?ie?iaaiey iieoiaoaeae NNA i?eaeaao oi?ie?iaaieth
i?eau/ee e eiea-eiea, oaioa, ni?aeoo a iieiaeaaee, /aoei iniciaaay, /oi
aieueoeinoai ec ieo noaiao aoaeoueie iio?aaeoaeyie, e n/eoaao naiae
caaea/ae noi?ie?iaaoue a ieo i?eaa?aeaiinoue e i?iaeoeoeee eiaiii NNA.

A oeaeii NNA auaeaeyao 3 iai?aaeaiey aicaeaenoaeey ia naieo
iio?aaeeoaeae:

?aaioa – oianoue iaania/aiea ethaiai /aeiaaea ai a?aiy /ania aai ?aaiou
iaiaoiaeeiui eiee/anoaii iaieoeia aeey ooieaieey aeaaeaeu – ?aciauaiea
oieiaeeeueieeia e eioeia i?yiii a o/?aaeaeaieyo, ia i?aaei?eyoeeyo.

Aeii, naiuey – o.a. ?aaoey?iia naiaeiia iio?aaeaiea iaieoeia NNA aeey
aaeaaeiaiiai iio?aaeaiey.?aniino?aiaiea eiea-eieu /a?ac naoue
noia?ia?eaoia, aano?iiiiia.

Ioaeuo – NNA iieaaaao, /oi auaeaeaiea yoie niaoeeae/aneie eaoaai?ee
e?aeia iaiaoiaeeii, iineieueeo yoi iio?aaeaiea nouanoaaiii ioee/aaony io
iio?aaeaiey naiaeiiai.I?eaea/aiea iio?aaeoaeae inouanoaeyaony /a?ac
naoue aei?iaeiuo eioeia, iaaieueoeeo i?iaeoeoiauo iaaaceiia, ?icie/iuo
oi?aiauo oi/ae a ianoao ianiaiai ioaeuoa.

Iiiaea ec yoeo no?aoaaee i?eiaiyaony e aeey oe?aeineeo iieoiaoaeae,
iaeiaei ec-ca ?acieoeu a n?aaeiai o?iaia aeioiaeia NNA i?eoiaeeoueny
aa?ue?iaaoue iiauie iaoiaeaiie aicaeaenoaey, /oi iii n oniaoii ee
aeaeaao. Iai?eia?, oiiaei eniieuecoy iiiyoea eiea-eieu eae
ieeoeaoai?aiea ea/anoaaiiiai, ionoue e aei?iaiai, ii i?anoeaeiiai
iaieoea.Oaeei ia?acii, oiio?aaeaiea eiea-eieu o i?inoiai iauaaoaey
noaiiaeony yeaiiaioii noeey.

OeAIIAAss IIEEOEEA E NENOAIA NOEIOEE?IAAIEss NAUOA.

Aeinooiiinoue iaieoeia NNA ioithaeue ia yaeyaony oaeoi?ii, noi?ie?iaaiui
ca n/ao oeaiu.Iai?ioea, caaiaauaay ?uiee, NNA ia no?aieony
aaeaioe?iaaoue naie oeaiu e ?uii/iie neeooaoeee a iiauo no?aiao.Oiaei
eniieuecoy aa?aneaioth nenoaio ?aeeaiu (?ieeeee, ueou, iaaeiene..) e
iaania/eaay aeecinoue e iieoiaoaeyi, NNA iiaeao iicaieeoue naaa
onoaiaaeeaaoue oeaio, eioi?ua aoaeoo auoa, /ai o iau/iuo iaoeeeiiaeueiuo
i?iecaiaeeoaeae.Aeaeay oii? ia ea/anoai, iiioeyiinoue e oaeianoai yoiai
iaieoea, NNA i?iaiaeeo aaeeioth oeaiiaoth iieeoeeo, i?eainyuoth ae
noaaeeueiua i?eauee.Ia oe?aeineii ?uiea NNA caaiaaaea eeaee?oauaa
iieiaeaiea ia oieueei aeaaiaea?y naiei aeoniaui ea/anoaai, ii e
na?ueaciie ee aei?iaie ?aeeaiiie eiiiaiee.I?e yoii oeaia aa oiaa?a
ca/anooth auoa, /ai o aiaeiae/iuo i?ieecaiaeeoaeae o?oeoiaie aiaeu a
Oe?aeia.Oae, a oaaeeoea i?aaenoaaeaiu iniiaiua oeaiu i?iecaiaeeoaeae
aacaeeiaieueiuo iaieoeia ia ?uiea Oe?aeiu.

Iioiaua e ?iciee/iua oeaiu o?oeoiaie aiaeu iaeioi?uo

ioa/anoaiiuo i?iecaiaeeoaeae.

I?iecaiaeeoaeue Aieinoue, e Iioiaay oeaia, a?i ?icie/iay oeaia, a?i

NNA 1

2 1,41

2,33 1,7

2,8

“Iaieiiue” 2 1,76 2,8

“?ineiea” 2 1,18 1,8

“A?oeeei-Eeaa” 1,5 1,1 1,6

“A?ei-noa?” 1,5 1,0 1,3

Aa?ieiio?aeo 1,5 0,69 1,2

“Aeaee Ne I Eiaeano?en Eie” 2,0 1,48 –

“Oaaa” 1,5 0,85 1,2

Aeaiiua oaaeeoeu aannii?ii naeaeaoaeuenoaotho i oeaiiaii eeaea?noaa NNA
ia ?uiea Oe?aeiu.Iaeaieaa iiioey?iie yaeyaony o?oeoiaay aiaea a 2-o
eeo?iauo aooueeao.Ii oeaiiaiio i?eciaeo i?aaeeiaeaiea ia ?uiea aeaeeony
aeiaieueii /aoei ia aeaa iniiaiua a?oiiu:

Aei?iaea iaieoee ( aei 2,3 a?i a iioa e 2,8 a?i a ?icieoeo; e iei e
ioiineony any i?iaeoeoeey ia?ee Coca-cola.Iniiaiuii eiieo?aioii naeanue
aeey oee?iu yaeyaony Pepsi Co, eioi?ay aea?aeeo naie oeaiu ia oii aea
o?iaia.

Oiaa? ii oeaia 1,5-1,8 a?i a iioa e 2,0-2,5 a?i a ?icieoeo.(2,0 e.)Yoi a
iniiaiii i?iaeoeoeey “?ineiee”.

Iaeiaei, iaoiaeynue a iaeaieaa aei?iaie a?oiia iaieoeia, i?iaeoeoeey
NNA, oai iaiaiea, yaeyaony naiie iiioey?iie ia Oe?aeia.I?e yoii
ecaanoii, /oi NNA caeoiaao ii aunieei oeaiai ii?ioie aeey i?iecaiaenoaa
aiaeu o iniiaiie eiiiaiee, iaania/eeaay oie i?e?ino i?eeauee.Iaeiaei,
anee i?iaeoeou NNA a IYO-aooueeao aua auaea?aeeaatho o?iaaiue oeaiiaie
eiieo?aioeee n ioa/anoaaiiuie i?iecaiaeeoaeyie, oi eiea-eiea a
noaeeyiiuo aooueeao yaii aeaiiino?e?oao oaiiiai naiae aei?iaiaeciu ii
n?aaiaiee n i?iaeoeoeeae oie aea “?ineiee” eee “Iaieiiue”.Ii a yoii
neo/aa eiiiaiey iiae/a?eeaaao oaeie oeaiie naio i?anoeaeiinoue iaieoea,
a oaeaea aai eneeth/eoaeueiia oaeiinoai e aunieee aeecaei.

*oi aea iaoneaaeeaaao oaeoth aunieoth oeaio iaieoeia NNA?I?aaeaea anaai,
yoi noieiinoue naiiai nooiai eeia?eaeeaioa aeey i?iecaiaenoaa o?oeoiaie
aiaeu.E?iia oiai, ua?iiiua ianooaau cao?ao ia ?aeeaiiua eiiiaiee,
niiini?noai, iaaeeee ?eeaeoeic.Aaaeiia cia/aiea a no?oeoo?a oeaiu
iaieoeia NNA ea?aao oiaeiaea.Yoi iniaaiii ioiineony e noaeeyiiui
aooueeai NNA. Noieeiinoue 0,33 e PEPSI a ?icieoea a iau/iie noaee/iiie
aooueea (10 e.) ninoaaeyao 65-70 e., a oi a?aiy eae 0,25 e eiea-eieu a
aooueea i?eaeiaeueiiai aeecaeia (22 e.) noieo 75-80 e.

Eniieueciaaiea iiaie ieanoeeiaie oiaeiaee ( n 1996 a) iicaieeei nieceoue
oaeaeueioth oeaio oiaa?a, a oi a?aiiy eae niaoeeoe/aneay noaeeyiay oa?a
cia/eeoaeueii oaaee/eaaao noieiinoue iaieoea.

Anoaonoaaiii, /oi eiaaony nouanoaaiiua ioee/ey a oeaiiaie no?aoaaee ia
?uiea Oe?aeiu e a no?aia aace?iaaieey.Oae, noieiinoue eiea-eieu a
Aano?aeeee ee Oe?aeiu ioiineoaeueii aeioiaea ia /aeiaaea eiaao
cia/eoaeueioth ?acieoeo.E anee a Aano?aeee eiea-eiea yaeyaony
iianaaeiaaiui iaieoeii aeey ethaiai neiy ianaeaiey, oi a Oe?aeia naii
cao/aiea iacaaiee ia?ie i?iaeoeoeee NNA yaeyaony ieeoeaoai?aieai
i?anoeaea e ea/anoaa iaieoea. Aiaeaie ainieouaaaiua a aeeoaeyo NIA
iaiaaenoue e cai?ao ia oiio?aaeaiea yoiai iaieoea canoaaeyao nae/an
aieueoeinoai oiio?aaeyoue ionoue aieaa aei?iaie, ii “caiaaeiue”iaieoie,
ioeacuaaynue io i?iaeoeoeee iaoeeiiaeueiiai i?ieecaiaeeoaey.

Aieaa auneea, iaeiaei eiieo?aioiiniiniaiua oeaiu NNA, ia noieue auniee,
a iinaio aeaayo ia aioo?aiiee ?uiie Oe?aeiu aua ii iaeiie aaaeiie
i?e/eia – niaoeeoeea iaeiaiaiai caeiiiaeaoaeuenoaa Oe?aeiu.Oae, ianiio?y
ia aaaenoaaiiia iieiaeaiea oe?aeineeo i?iecaiaeeoaeae aacaeeiaieueiuo
iaieoeia e eo aeaeiau a i?aaeoaeuenoai Oe?aeiu, NNA auea inaiaiaeaeaia
io aaiciie iioeeiu e IAeN ia aaiceiua oiaa?u.

Oaeei ia?acii, aeaaiaea?y oaea/a yoie oe?iu, oiaeie oaeoeea iauaiey n
i?aaeoaeuenoaaiiuie e?oaaie eee ianoa?noai caeoeeniie ea?u NNA, oeaiiaay
iieeoeea oe?iu iaania/eaaao ae oniao ia ?uiea Oe?aeiu.

Iaeiaei, NNA aaconeiaii oiaao i?aaeeueii aanoe aecian.Aua iaeiei
iiaeoaa?aeaeaieai yoiai yaeyaony oaeoeea a eaoiaa a?aiy – nacii iaeaieaa
ianiaiai iio?aaaiey iaieoeia.Eiaiii a eaoiee ia?eiae, eiaaea iniaaiii
aunie ni?in ia aacaeeiaieueiua iaieoee, NNA i?aeoeeoao iieeoeeo
auoi?aiauaaey oeaiu iin?aaeieeia – anee iineaaeieea onoaiaaeeaatho
iaoeaieo ia aieaa 15%, oi iie iieo/atho i?iaeoeoeeth ii eueaioiui oeaiai
e yoi a naith i/a?aaeue aeeyaoia eiia/ioth oeaio i?iaeoeoeeth NNA.

Oaeei ia?acii, oeaiiaay no?aoaaey oe?iu iaania/eaaao ae aannii?iia
eeaea?noai ia ?uiea aacaeeiaieueiuo iaieoeia e iicaieyao inouanoaieyoue
na?ueaciue i?aneia ia ioa/anoaaiiuo i?ieciaeeoaeae.

IAOIAeU NOEIOEE?IAAIEss NAUOA.

Aeaaiaea?y naiae oiaeie iieeoeee a iaeanoe noeioee?iaaiey nauoa NNA
aeinoeaea eieinaeueiuo oniaoia ia anao ?uieao, eioi?ua iia ioaaoeea
naiae aeayoaeueiinoueth.Ii iiaieth iiiaeo niaoeeaeenoia, iia yaeyaony
aaconeiaiui iiino?ii a yoie iaeanoe, cayaea i naaa naieei iieoiaoaeyi,
i?aaeaea anaai n ye?aiia oaeaaeci?ia, ?aeeaiiuo ueoia…

Oa?aeoa?iui aeey oe?iu yaeyaony aaeeinoai iieeoeee a yoie iaeanoe.A
ethaie no?aia, aaea au ie aeaenoaiaaea NNA, iia eniieuecoao iaeie e
oaaea iaoiaeu, aeaaiaea?y eioi?ui NNA aeinoeaaao oniaoa ia ethaii ?uiea.

Iniiaiay iieeoeea NNA – canoaaeoue iieoiaoaey iinoiyiii iiiieoue i aa
nouanoaiaaiee.Iaaiciiaeii naaa i?aaenoaaeoue, eaeia eiee/anoai
oa?aeoa?iuo iaaeiienae Coca-cola iiaeii ian/eoaoue a iaeiii oieueei
Eeaaa.Oe?ia ieeiaaea ia caauaaao iaiiieiaoue i naaa ?aeeaiiiuie
iaaeienyie ia oee?iaiiuo ?o/eao, “ioe?uaaeeao”, “naiieeaeeao”, a oaeaea
oieiaeeeueieeao, naaoeeueieeao, onoaiaaeeaaaiuo a eaoa, aeno?i,
?anoi?aiao, aa?ao.Eiaiii aeaaiaea?y anaio yoiio a?naiaeo NNA niiaea
i?eo/eoue iieoiaoaeae e naiei iaieoeai.

Ae?oaei yooaeoeaiui, ii oaeei aea noaiaea?oiui iaoiaeii noeioee?iaaiey
nauoa yaeyaony iaania/aiea iieoiaoaey iaeneiaeueii aiciiaeiie
aeecinoueth, a cia/eoue aeinooiiinoueth.I?aeoe/anee ana iaaaceiu, eeinee
caiieiaiu i?iaeoeoeeae NNA.A aeiiieiaiee ei anaio oe?ia eiaao iano
nianoaaiiuo ?icie/iuo oi/ae, niaaaeathueo iieoiaoaey iaieoeaie a ethaie
iiiaio aeiy a ethaii ianoa.

Iniaia cia/aiea oe?ia i?eaeaao iieeoeea ii iaaeee ?eeaeoeic. A?iieia eiy
ia oieueei ioaeaeaaony, ii ee iaycuaaao NNA i?eieiiaoue o/anoea ai anao
iaoeeiiaeueiuo i?ia?aiao, iianiauo aeoeeyo, iauanoaaiiuo
ia?ii?eyoeyo.I?aeoe/anee ia iaeii niauoea eee i?acaeianoai oe?ieiai
ianooaaa a no?aia ia i?ioiaeeo aac niiini?noaa NNA.

Iieacaoaeueiui niauoeai yaeyaony aeoeey eaoii 1996 a, naycaiiay n
iiaeaioiaeie Oe?aeiu e o/anoeth a Ieeiieeeneeo ea?ao.I?ia?aiia iiae
iacaaieai “GO FOR GOLD” yaeeanue naiaia?aciie eiiaeiaoeeae 2-o oiaeuo
iaoiaeia i?iaeaeaeaiey: iaaeee ?eeaeoeic naycaiiuo n iaiin?aaenoaaiiie
i?iiaaaiaeie iiaeaea?aeee oe?aeineeo nii?oniaiia eiiiaieae, e
noeioee?iaaiea nauoa i?e iiiiue eioi?ae “Niaa?e 5 cieiouo e?uoa/ae”.
NNA, aeaaiaea?y yoie aeoeee, oaaee/eea nauo iaieoeia a aei?iaie
noaeeyiie oa?a a ianeieueei ?ac. Oaeaea auee i?iaaaeaiu ecaanoiua
eiooi?ae iiae Iiaue Aiae e ?iaeaeanoai.

NNA oaeaea oiiaei eniieuecoao aieio iiioey?iinoe oe?aeineeo
eniieieoaeae.

I?ia?aiiia “Aicueie a aei?iao Noca-cola” iicaieeea NNA aiiue ?anoe?eeoue
e?oa naieo io?aaeoaeae.

Oaeeii ia?acii, oiaeay oeaiiaay iieeoeea e /ooeay iieeoeea NNA ii
noeioee?iaaieth nauoa iicaieyao ae inoaaaoueny iaiin?aaenoaaiiui
eeaea?ii ia ?uiea Oe?aeiu, aeaaea i?e oneiaee, /oi yoi o?aaoao
e?oiiiianooaaiuo cao?ao.

?ACTHIA.

Ioeaiea eiieo?aioiuo i?aeiouanoa NNA Oe?aeia n iiceoeee iieiie
“aeaeiiiae” nenoaiu Ii?oa?a e ?aeiiaiaeaoeee ii iiauoaieth yooaeoeaiinoe
aeayoaeueiinoe.

I?e iiaeaaaeaiee eoiaia i?iaaaeaiiiai eneaaeiaaiey aeayoaeueiinoe
aeaiiie OIE a Oe?aeia ?aai/ae a?oiiie auee naeaeaiu neaaeothuea auaiaeu
ioiineoaeueii eiieo?aioiuo i?aeiouanoa eiiiaiee ii n?aaiaieth n ae?oaeie
oe?iaie, aeaenoaothueie ia oe?aeineiie ?uiea i?ioeaaeeoaeueiuo iaieoeia.

Oaeoi?u i?iecaiaenoaa.

Iniiaiuie oaeoi?aie i?iecaiaenoaa aeey NNA yaeythony:

a) aunieieaaeeoeoee?iaaiiue ia?niiae ?oeiaiaeyuaai caaia eiiiaiee,
i?aaenoaaeaiiue eiino?aioeaie a /anoe aunoaai iaiaaeaeiaioa e
oe?aeioeaie a n?aaeiai caaia oi?aaeaieyy.

a) oeiainiaue eaieoae OIE ai aeaaa n aieiaiie eiiiaieae Eiea-eiea Ei.,
iicaieythuee aioea?neie eiiiaiee iieo/aoue: iaaoiaeeiua e?aaeeoiua
?ano?nu aeey nicaeaiey naieo i?iecaiaenoaaiiuo iiuiinoae a no?aia;
i?iaiaeeoue: aeoeaioth iieeoeeo ii caaiaaaieth ?uiea, i?iecaiaey
eiieo?aioiniiniaioth i?iaeoeoeeth ; iie?uaaoue : oauoee, naycaiiua n
aeayoaeueiinoueth ia ia/aeueiuo yoaiao aecianaa no?aia.

a) i?aaa ia eniieueciaaiea oi?aiauo ia?ie eiiiaiee Eiea-eiea, eioi?ua
eiatho aeinoaoi/ioth ecaanoiinoue e iieiaeeoaeueiue eieaeae a n?aaea
eiia/iuo iio?aaeoaeae iaieoeia, aeaaiaea?y oe?ieie ?aeeaiiie,
niiini?neie PR e ae?oaei aeaeai aeayoaeueiinoe, iai?aaeaiuo ia
oi?ie?iaaiea i?eaa?aeaiiinoe e aa iaieoeai. Oaeay aeayoaeueiinoue
i?iaiaeeony eae a ie?iaii ianooaaa (niiini?noai Ieeiieeneeo ea?), oae e
a ianooaaao Oe?aeiu (aaia?aeueiue niiini? OE “Aeeiaii”, iaoeeiiaeueiie
nai?iie Oe?aeiu ia Ieeiieeneeo ea?ao). A eiia/iii eoiaa yoi i?eaiaeeo e
oi?ie?iaaieth onoie/eai ?anoe?ythuaainy ni?ina ia i?iaeoeoeeth eiiiaiee.

Ii iiaieth ?aai/ae a?oiiu eiaiii yoe oaeoi?u i?iecaiaenoaa iaania/eaatho
i?aaenoaaeoaeyi Eiea-eieu ia Oe?aeia aiciiaeiinoue eeaee?iaaoue ia ?uiea
i?ioeaaeeoaeueiuo iaieoeia, oaniy n ?uiea ioa/anoaaiiuo i?iecaiaeeoaeae,
oae eae ni?in ia iaieoee NNA Oe?aeia oaea noi?ie?iaai e eiiiaiey caiyoa
eeoue ia?aueaaieai iaueaiia i?iecaiaenoaa aeey oaeiaeaoai?aiey yoiai
n?iina.

Oneiaey ni?ina.

Oe?aeia n 52-ieeeeiiiui ianaeaieai yaeyaony iaeiie ec naiuo e?oiiuo
no?ai, aaea ?aaioaao NNA, /oi aiai?eo ia ia?iiiuo ?acia?ao oaea
nouanoaothuaai e iioaioeeaeueiiai ni?ina ia ?i?iaeoeoeeth eiiiaiee a
iaoae no?aia. Aeaaiaea?y aeoeaiie e oaea/ii aua?aiiie iaiaaeaea?aie
oe?iu iieeoeea i?iaeaeaeaiey oiaa?ia ia ?uiea ni?in ia ieo noaaeeai e
eiaao oaiaeaioeeth e iinoiyiiiio ?inoo. Ia?niaeoeau ?inoa ni?ina oai
aieaa ?aaeueiu, /oi ,eae oiiieiaeinue,iieo/ea eueaiou ii IAeN e
eiii?oiie iioeeia eiiiaiey iiaeao iiieaeaoue oeaiu eoaeei ia?acii
caoaaouaaoue iiaua ieoe ia aeaiiii ?uiea, o.e. aeinooiiinoue iaieoeia
NNA aeey iaiaa iaania/aiiuo neiaa iio?aaeoaeae auea aei yoiai ia?aie/aia
?acieoeae a oeaiao iaieoeia ioa/anoaaiiuo i?iecaiaeeoaeae.

A ea/anoaa ?aeiiaiaeaoeee ii aeaeueiaeoaio cae?aieaieth oe?iu ia ?uiea
iaie i?aaeeaaaaony ?anoe?youe anni?oeiao i?iaeoeoeee ia ?uiea
Oe?aeiu,i?aaeaea anaai oaie aeaeaie iaieoeia, eioi?ua oaea
i?aaeeaaathony ia ?uieao ae?oaeo no?ai. Yoi aoaeao niinianoaiaaoue
oaaee/aieth iaueaiia i?iaeaae e ?anoe?aieth ?uii/iie aeanoe eiiiaiee a
oeaeii.

Naycaiiua iiaeaea?aeeaathuea io?anee .

Oaeeie aeey eiiiaiee yaeythony i?aaeaea anaai iinoaauee eiioeaio?aoia
aeey iaieoeia, i?iecaiaeeoaee eeiee ii ?aceeao, a oaeaea i?iecaiaeeoaee
oa?u.

Iaeiaei eiiiaiey ie a eiae ia?a ia eniuouaaao iniaiai aeaaeaiey ni
noi?iiu iiaeaea?aeeaathueo io?aneae a neeo neaaeothueo ianoiyoaeuenoa.

Ai-ia?auo, aoaeo/e aioea?ii a nenoaia Eiea-eiea, eiiiaiey iaania/eaaao
i?iaeaeaeaiea oiaa?a e eiia/iiio iio?aaeoaeth, ?aceeaay iaieoee a
no?aiao, aaea i?aaenoaaeaia aeayoaeueiinoue eiiiaiee. Iiyoiio aoaeo/e
iieiinoueth caaeneiie io iinoaaie nu?uey aeaaea io iaeiiai iinoaaueea
eiiiaiey ia ?eneoao iioa?youe aai,o.e. yaeyaony aaeeinoaaiiui
eiioeaio?aoa Eiea-eiea a no?aia, /oi iaoneiaeaii i?aaiecaoeeiiiuie
iniaaiiinoyie OIE.

Ai-aoi?uo, noi eanaaony eeiee ii ?aceeao iaieoeia, oioneaaeoao ioiaoeoue
noaiaea?oiinoue aeaiiiai iai?oaeiaaiey, eniieuecoaiiai ai Eueaiaa. Yoi
aiai?eo i oii, /oi NNA anaaaea iiaeao auae?aoue iaaeaeo ?acee/iuie
iinoaaueeaie aiaeiae/iiai ii naiei ooieoeeyi iai?oaeiaaiey, ia i?eaaaay
e ?ac?aaioea nianoaaiiuo oeiia i?iecaiaenoaaiiuo eeiee aeey naieo
caaiaeia, yeiiiiy ia yoii.

A-o?aoueeo, i?iecaiaenoai oa?u oaeaea ia ieacuaaao aeeyiey ia
eiieo?aioiua i?aeiouanoaa eiiiaiee a aeaeo iaee/ey nianoaaiiuo oi?aiauo
ia?ieaeey oa?u e i?iecaiaenoaa oa?u ia aniiiaaaoaeueiuo i?aaei?eyoeyo
ei?ii?aoeee. Oaeei ia?acii oa?a iinooiaao a NNAO ii aioo?eei?ii?aoeaiui
eaiaeai. I?i/ea aeaea oa?u eaaei iiaoo auoue caeacaiu a ethaie no?aia.

Oe?iaiiay no?aoaaey no?oeoo?a, e eiieo?aioeey.

Eneaaeiaaiiay a i?iaeoa OIE eniieuecoao i?aaiecaoeeiiiuo no?oeoo?o, i?e
i?iecaiaenoai iniiaiiai eiiiiiaioa i?iaeoeoeee (eiioeaio?aoa) ioaeaeaii
ai a?aiaie e i?ino?ainoaa io i?iecaiaenoaa iaoa?eaeiaieie eiia/iie
i?iaeoeoeee, eioi?ia i?eaioe?oaony i?aaeaea anaai a naiai ?aciauaiee ia
?aeiiu iio?aaeaiey i?iaeoeoeee – aioiauo ?anoaniaaiiuo iaieoeia, e
iiaeao aioue eaaei i?eniiniaeaiii e iaueaiai e iniaiiinoyi ni?ina
eiie?aoiiai ?aaeiia.

Ca n/ao oaeie i?aaiecaoeee ooieoeeiie?iaaiey ei?ii?aoeee oaeaaony n
iaeiie noi?iiu – oaea/ii ia?aiineoue ?ene e aieueooth /anoue cao?ao ia
aioea?neea aei/a?iea eiiiaiee, a n ae?oaie noi?iiu – iaeneiece?iaaoue
i?eaueue a ?aieao anae nenoaiu, eniieuecoy e i?eia?o iaoaieci
o?ainoa?oiuo oeai i?e iinoaaeao a ?aciua no?aiu eiioeaio?aoia iaieoeia
aioea?ai. E?iia oiai, eiay a oiaea a?aiy aeeyiea ia aeayoaeueiinoue
naieo aioea?ia aieiaiay eiiiaiey eii?aeeie?oao eo aeayoaeueiinoue,
?ani?aaeaeyy eo ii ?aaeiiai e no?aiai ie?a e ecaaaay oaeei ia?acii
eiieo?aioeee iaaeaeo ieie.

No?aiynue iieiinoueth ioaaoeoue ?uiee no?ai, aaea i?aaenoaaeaia
aeayoaeueiinoue eiiiaiee aeaiiay ei?ii?aoeey i?iaiaeeo ieieiecaoeee anao
nouanoaothueo ia ?uiea ?eneia e auoiaeeo ia iiaue ?uiie eeoue
iieiinoueth cano?aoiaaa naie ?enee, eeai caieiaao auaeeaeaoaeueioth
iiceoeeth. Yoi iiaeoaa?aeaeaao e oaeo aieaa iicaeiaiai auoiaea ia ?uiie
NNN?ii n?aaiaieth n IaineEi.

I?aaeoaeuenoai.

Ia naaiaeiy, eae iaiaeiie?aoii ioia/aeinue a i?iaeoa, aeeyiea
i?aaeoaeuenoaaiiuo no?oeoo? ia aeayoaeueiinoue eiiiaiee yaeyaony
iieiaeeoaeueiui e caeeth/aaony a iieo/aiee eiiiaieae eueaio.

I?aaeoaeuenoaii i?iaiaeeony iaiainiiaaiiay iieeoeea aeene?eieiaoeee
i?i/eo ooieoeeiie?othuao ia yoii ?uiea noaueaeoia. Aieaa oiai, iu
n/eoaai iaiaoiaeeiui ioiaoeoue aiciiaeiinoue aicieeiiaaiey oa?icu
iaoeeiiaeueiie aaciianiinoe no?aiu a neo/aa aiciiaeiie iieiie
iiiiiieecaoeee ?uiea Oe?aeiu yoie OIE. Iaaeiionoeiui aeaeeony oaeaea
ionoonoaea eaeie-eeai /aoeie ?aaeoeee ia nouanoaothuaa iieiaeaiea aeae
ia ?uiea (70 % ?uiea ca NNA ) ni noi?iiu Aioeiiiiiieueiiai eiieoaoa
Oe?aeiu.

A niaieoiiinoe yoi aeaao eieinnaeeiua i?aeiouanoaa eiiiaiee NNA aeey
aeaeueiaeoaai ?acaeoey ia oe?aeineii ?uiea ii n?aaiaieth n ae?oaeie aai
i?aaenoaaeoaeyie e a neo/aa nio?aiaiey o eiiiaiee nouanoaothueo ?u/aaia
aeaaeaiey ia i?aaeoaeuenoaaiiua i?aaiu ii iiaieth yenia?oia
iaoeeiiaeueiia i?iecaiaenoai, iaoiaeyuaany a aaaenoaaiiii iieiaeaiee,
iiaeao iieiinoueth en/aciooue.

Aiciiaeiinoue iaaaoeaiiai aicaeaenoaey ia eiiiaieth ni noi?iiu
aa?iyoiinoiuo oaeoi?ia, a aeaea eaeeo-eeai naciiiuo eieaaaiee ni?ina eee
i?e?iaeiuo eaoaeeeciia aeaeeony iaie iaeiaa?iyoiui a aeaeo aeinoaoi/iie
aaee/eiu aeiee ?uiea , eiio?iee?oaiie eiiiaieae. Yoi iiaeoaa?aeaeaaony e
oai. /oi aiaiiua aeaenoaey 2-e Ie?iaie aieiu i?eaaee eeoue e ?inoo
iaueaiia i?iecaiaenoaa iaieoeia eiiiaiee ec-ca ?inoa aiaiiuo caeacia.

??????? 60 ???, ??????? ???? ????????? ?? ?????? ???????? 1997 ? ??
????????? ????????????? ???????????? ? ???????? ???????.???????? ???
???????,?????? ??????? ????????? ?? 2,645 ??? ????.

?????? ?24(231) 1997?.

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