Thums Up

BY
B.RAJA
MBA
SREC
Type : cola
Manufacture : coca cola company
Country of orign: india
Introduced : 1977

thums up is a best selling brand in

India . it’s blood, red thums up is common logo. The
brand bought by coca cola company and relaunched
it in order compute against Pepsi.
 Company Background

In 1977’s Parle brothers, Ramesh chauhan & Prakesh

chauchan , along with than CEO Bhanu Vakil ,
launched thums up.
 Introduction

Popular carbonated soft drink (cola) and largest selling

brand in India
Launched in India by Parle Agro Pvt. Ltd, now owned by
Coca-Cola.
After purchase, half of Coca-Cola’s sales were on account
of Thums Up 
Thums Up accounts for 50 million of the 550 million
cases sold in the carbonated drinks segment in 200
Earlier positioned as a “Refreshing Cola”, with slogans
such as “Thums Up Makes it Great and Happy Days are
here Again”
 Contd…..

Post-1996 , it moved towards a more individualistic,

masculine positioning 
Strategy rooted in Consumer Insight :
Indian market where most of soft drink
consumption was outdoors and majority of
consumers were male
Using strong taste of Thums Up product ,
brand is able to provide value to defined target
group
 Mission & Vision

Our mission is to be the world’s premier consumer

product company focused on convenient foods and
beverages.

 Our vision Responsibility is to continually improve all aspects of

the world in which we operate - environment, social, economic -
creating a better tomorrow than today.“
 it’s put into action through programs and a focus on
environmental stewardship, activities to benefit society, and a
commitment to build shareholder value by making PepsiCo a
truly sustainable company
 Market Share

 In the carbonated drinks category Coca-cola occupies about

58% market share in India.

 Pepsi comes second with 36%

 Thums-up is the highest selling brand among carbonated

beverages in India with a market share of about 15% of the
total CSD market.
 Sponsorship

Thums Up was a major sponsor of “cricket matches

& motorsport”. In the early 1980s, it came out with
several postcards featuring Sunil gavasker and Imran
khan.
In addition to sponsoring several Indian track
drivers in Sholavaram races, they sponsored several
regional car and bike rallies.
 Brand tracking

Period Brand Positioning tag Line

1977-80 Refreshing drink, Happy days are here

happiness again
Mid 1980’s Masculine I am the thunder

1988-1993 Masculine Taste the thunder

1993-95 Coke ignored the brand

1995-2006 Masculine, Confident, Taste the thunder

Adventurous
2006- present Masculine, Playful, Taste the thunder
Humorous, Confident
 Packing & pricing

Thumbs up is packaged in various forms and sizes

such as
Initially started with glass bottles of the size of 200
ml and 300 ml only
Now, offered in Pet bottles in the size of 1.25 liter
and 2 liter for heavy consumption by families
Pet bottles of the size of 600ml for a consumer on
the move aptly named as “Mobile Pet”
Available in blue thumsup can with bright red logos
in 330 ml in suit with the image of youngsters
Available in fountain at fast food restaurants and
movie halls.
Prices of Thumsup have changed with growing years
Thumsup does not offer diet drinks like others.
Packaging type Price then Price Now

200 ml (glass) 5 9

300 ml (glass) 7 12

600 ml (Pet) 18 23

1.25 liter (Pet) 34 38

2 liter(Pet) 50 60

330 ml (Can) 18 26

Fountain 15 25
 Product strategy

Rural market are very sensitive about the quality of

the product and popularity of the product.
Rural people well known about the brand name.
It is very sensitive market compare to the urban
market.
It make a good image in rural market.
They provide quality product at a reasonable price.
 Place Strategy

Planning physical distribution, managing logistics

and controlling marketing communication are major
impediments for entering rural markets.
The distribution structure involves stock point in
feeder towns to service these retail outlets at the
village levels.
Smaller distributors undertook fixed journey plan on
a weekly basis.
 Market Segment

eating and drinking to Restaurants and Hotels on

outlets

fast food restaurants and movie halls

Male & female both are eating and drinking

 Positioning

Thums Up has been associated with adventure. It has

always hinged on dare devilry

The advertisements are bold and sporty

Brand ambassador is Akshay Kumar

Previously, Salman Khan endorsed the brand

Mahesh Babu endorses the brand in the South

 Target Market

The brand typically targets population in the age

group of 17-29 years.
The brand portrays a very sporty and adventurous
image to target this group.
 Distribution Channels

Thumsup comes with a strong distribution network in

rural as well as urban India.

Initially, the kiranas or the grocery stores were the only

distribution.
Now, it is supplemented by the supermarkets, retail
outlets in urban areas.
Wholesale distribution is also one of the methods but
with a rare usage
Also available in petrol stations, railway stations and fast
food restaurants.
 Advertisements
 Initial advertisements included personalities like Sunil
gavaskar and kapil dev in 1980’s playing cricket
 Now, used to be advertised by salman khan and bipasha
basu
 akshay shown doing bungy jumping and two akshay
kumar’s fighting with each other for thumsup
  Latest Advertisement is with akshay kumar where a girl
tries to snatch thumsup so that she can draw his attention
 It recently had a “win a motor bike” contest for people who
get a lucky code in thumsup caps.
 Marketing Objective

Contemporizing the existing theme of campaigns

Concentrate on increasing awareness and reach

Target group would primarily be males in the age

group of 12 – 35
 Creative Strategy

The campaign would be run with multiple themes

Each theme would stress on a particular masculine

trait

 Aggression (gaming)
 Adventure (cliff hanging)
 Sport (cycling, horse riding)
 Media planning

The existing spread would be used between TV,

Print, outdoor and Radio

Social media

 blogs, twitter & Flickr, Picasa & Facebook.

Online
Videos uploaded of thrilling moments of the game on
vide hosting websites
Association of brand Thums Up with Online gaming
Spread brand awareness among online gamers and
gaming lovers in India
Thums Up brand’s association with confidence,
adventure and masculinity is maintained
 Consumer promotion & TG

Increase awareness and interest among TG

Experience the ‘Thums Up’ promise
Consumers will ‘live the brand’
TG would be pan India youth between 18 35
Promotion would be active in 4 metros, Pune,
Chandigarh, Hyderabad, Bangalore
Youth interested in virtual reality games in
action/adventure genre
 Swot Analysis

STRENTH

Knowledge:- 

Their competitors are retailers, pushing boxes. We know

systems, networks, connectivity, programming, all the VARs,
and data management.

History:-
 
The company have loyalty of customers and vendors.
 WEAKNESSES

Costs:- 
The chain stores have better economics. Their per-unit costs of selling are
quite low. They aren't offering what we offer in terms of knowledgeable
selling, but their cost per square foot and per dollar of sales are much
lower. 

Price and volume:-

 The major stores pushing boxes can afford to sell for less. Their
component costs are less and they have volume buying with the main
vendors.

Brand power:- 
 Take one look at their full page advertising, in color, in the paper. We
don't have the national name that flows into national advertising.
 OPPORTUNITIES

Local area networks

LANs are becoming commonplace in small business, and even in home offices.
Businesses today assume LANs as part of normal office work. This is an
opportunity for us because LANs are much more knowledge and service
intensive than the standard off-the-shelf PC.
 
The Internet 
 The increasing opportunities of the Internet offer us another area of strength in
comparison to the box-on-the-shelf major chain stores. Our customers want
more help with the Internet, and we are in a better position to give it to them.

Service
   As our target market needs more service, our competitors are less likely than
ever to provide it. Their business model doesn't include service, just selling the
boxes.
 THREATS

The computer as appliance:- 

 Volume buying and selling of computers as products in
boxes, supposedly not needing support, training,
connectivity services, etc. As people think of the
computer in those terms, they think they need our service
orientation less.
 
The larger price-oriented store:- 
When we have huge advertisements of low prices in the
newspaper, our customers think we are not giving them good
value.
 Competitors

pepsi
Limca
Fanta
Maaza
Sprite
7up
 New Product Development

 Thums Up 200ml and 300ml bottle will either have a Unique 9 digit
code under the crown or will have an offer to get a Thums Up 200 ml
free.
 In case the consumer gets an offer of 200ml Thums Up bottle free
(liquid only) at any Thums Up outlet.

 SMS MB followed by the Unique 9 digit code ( MB 212345678 ) to 8558

or Call 1860 233 1233 and punch in the Unique 9 digit code 

 A lucky draw will be taken out every hour of the day (10 AM to 6 PM).
One lucky winner will be given a given a chance to meet Mahesh Babu
and will get a gold coin.