BYB.R AJ A

MBAS R EC

Thums Up

Type : colaManufacture : coca cola companyCountry of orign: indiaIntroduced : 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, happiness

Happy days are here 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, Adventurous

Taste the thunder

2006- present Masculine, Playful, Humorous, Confident

Taste the thunder

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 TGExperience 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, BangaloreYouth 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 networksLANs 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

pepsiLimca Fanta MaazaSprite 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.