PowerPoint Presentation

THUMS UP BRAND MANAGEMENT PRESENTATION

Taste The Thunder

Brand HistoryPopular Carbonated soft drink & Largest Selling Brand in India.Launched in India by Parle Agro Pvt. Ltd, Later taken over by Coca Cola.After purchase, half of Coca-Colas sales were on account ofThums UpThums Up accounts for 150 million of the 550 millioncases sold in the carbonated drinks segment in 2014Earlier positioned as aRefreshing Cola, withslogans such as Thums Up Makes it Great and Happy Days are here Again.Post-1996 , it moved towards a more individualistic,masculine positioning

Strategy Rooted in Customer InsightIndian market, where most of soft drink consumption was outdoors and majorityofconsumers were male.Using strong taste ofThums Up product , brand is able to provide value to defined target group.Brand Identity :- Iconic, victory, Masculine, adventurous, brave, excitements, risky

Brand TrackerTime PeriodBrand PositioningTag Line1977 - 1980Joy, Refreshing Drink, HappinessHappy Days Are Here AgainMid 1980sMasculineI am the Thunder1988 -1993MasculineTaste the Thunder1993 - 1995Coke Ignored the Brand1995-2006Masculine, Confident, AdventurousTaste the Thunder2006 - PresentMasculine, Playful, Humorous, ConfidentTaste the Thunder

Interval BangWhen the Brand was doing well, it was taken away from the market because it was giving stiff competition to Coca-cola but Coke had to bring out the brand again to attack all the promotional policy of Pepsi and it was introduced once again.The brand has been successful in capturing the minds of the consumers. The objective of the communication policy of the brand is to remind people about the strength and status of the brand

Brand PositioningInitially positioned asa refreshing drinkThe brand was re-positioned as a manly drink, drawing on its strong taste qualities.Thums-Up kick-started an aggressive campaigndirectly attackingPepsis TVads, focusing on the strength of the drink hoping that the depiction of an adult drink would appeal to youngconsumers.Grow up to Thums-Up was a successful campaign.The brands market share and equity soared.The advertisements struck the minds of many Indians and caught the imagination ofyoungsters who want to be seen as men.

Thums-Up communication for 2010 takes the whole idea of I Will DoAnything For My Thunder attitude of the Indian male to the next level by adding a layer of fun and playfulness to it.

Brand Positioning -2

The Thums-Up drinker indulges inadrenalinpumping action to get a bottle ofhis favourite softdrink ThumsUp because he loves to do it and notbecause he has to.

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Brand Positioning -3

The Thums-Up drinker indulges inadrenalinpumping action to get a bottle ofhis favourite softdrink ThumsUp because he loves to do it and notbecause he has to.

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Who Am I ?Sharper edges are added to the Thumb in the Thums-Up sign to bring out the core masculine values of brand ThumsUpmoreprominently.

Is There a need to Change the Target Customer Segement & Positioning of thumsupNO

Target Segment : Between 2010-2030, India will add 241 Millionpeople in working age population (children currently in education system)As oftoday, 72 % ofIndia's populationis below the age of 40, 47% of Indians are under the age of 20 &10% of the world population is an Indian under 25.This predominance of youth in the population isexpected to last until 2050.

Positioning :Brand Thums Up has done quite wellover theyears & changing Positioning might affect its sales.Customers in the age group of 12to 35 yearsassociate themselves with the macho image portrayed by Thums Up.Very difficult for the customers other than those in12 to 35 years to associate themselves with the macho image of Thums UP;henceexclusivityfor target segment Reasons for continuing current positioning

But Why ??

Their main motive is to reach out mass public by using mass media tools of promotion. They have focussed more on TVCs and Print Media. All the ads of the company are uploaded on YouTube.They are using social media as in Facebook for awareness but the extent is very low.There is no separate website of the brand. It comes under Coca-Cola as a sub brand.Not an Online Brand

Down the lane Promote consumer brand experience,consumer loyalty : Improving the consumerinteraction with brand,thus improving brand loyaltyPromoting the Thums Up experience and giving the consumer a chance to live the experienceA nationwide/Internatioal appeal

Though thums Up is doing great in the market but in this situation of cut-throat competition, a lot can be done on internet to create buzz and to get competitive advantage. As we all agree that this age has become "word of mouse" instead of "word of mouth", Thums up as a big brand should utilise the power of internet in current scenario.Developing their own website: Thums Up should have its own website, where they can separately calculate the hits by using web analytics. On their website, they can demonstrate their latest ads, new packaging, history of the brand and all related information can be found on that website only.Using Social Media: Thums Up being a youth product, must use social media as one of their promotional tool. They can have application related to the brand; they can have games related to the brand. One idea can be that they develop a quiz related to the latest updates of Thums Up and they offer prizes to the winner.Search Engine Optimisation: Thums Up uses this technique as promotion tools but not in an effective way. When I was looking for the Internet marketing plan of Thums Up, I was getting every data related to Thumbs Up, which was very irritating. So, I think they should focus on this and try to get the keywords as perfectly as possible.

Search Engine Ads: Thums Up doesn't go for any ads on Google. I think they can have collaboration with any food place, restaurants etc and along with their ad, Thums Up can promote itself.Email Marketing: Thums Up can use email marketing for increase in its sales. They can directly contact the people who are involved and have the authority to make decisions. For example, they can target colleges and all. Where they can interact with the higher authority through emails and can get the orders. If they allow, Thums Up can have its stall or counter in the colleges and offices.

From a brand that was virtually unchallenged to a brand that was suffocated, Thums Up stormed back after a near death experience. The brand proves that its strength lies not just in its taste but also in its performance. The grown up tag is an enduring one and will probably counter Pepsi for a while to come.

Thank You Yoga Krishna