Thums Up Soft Drink Brand Analysis

Thums Up Soft Drink Brand out(a)lineLaunched in India by Parle Agro Pvt. Ltd. Now geted by Coca- weed. Until leaving India in 1977, Coca pot was the nations leading flabby inebriety. It was around that time that the Chauhan brothers launched Thums Up, Parles flagship sens drink. The Tough Mans Cola quickly went on to become a across the country success, dominating smaller players like face packa Cola, Double Seven and Double Cola for over a decade. But all that changed in 1993 for that was when Coca Cola re-ente trigger-happy the Indian pabulum securities industry and Pepsi launched hither too.BackgroundThums Up is a carbonate soft drink (cola) admi rose-cheeked and biggest selling instigator in India, where its valiant, red thumbs up logotype is widespread.Earlier the logo of Thums Up was a red thumbs up gesture of hand with one-sided white sans-serif typography. This would later on be tailored and modified by Coca-Cola with giving some blue strokes and a more(preno minal) advance and modern-style. The main motive behind changing the logo was to lessen the dominance of red colour in the signage.Brand individualism of Thums UpIconic, victory, celebration, proactiveHappiness, brave, excitementsThums Up, Red color, logoMacho, Masculine, venturous, coolMasculine, risky, courageousMacho, refreshing, adventurous, joyfuluntitled acquaint at Product Life CycleThums Up has moldn all the stages of product life cycle except decline stage, starting from introduction. When the Brand was doing well, it was interpreted away from the market because it was giving stiff competition to Coca-cola but hundred had to bring out the discolouration once more to attack all the promotional policy of Pepsi and it was introduced erstwhile again.If we talk shape up current scenario, thums Up is at its Maturity stage. It has grown like whatsoeverthing, has been fortunate in attracting more and more number of customers and now it has a huge market cope. The stigm atise has been successful in capturing the minds of the consumers. Now, all the communication policies of the grade is all about informing consumers that the brand is in the market and doing well. The objective of the communication policy of the brand is to remind people about the strength and status of the brand chock up AnalysisWeaknessNegative PublicityDecline in gold for operating costsNo autonomyStrengthStrong brand imageGood marketing toolsStrong distribution channels contrasting assayBrand loyaltyReasonable priceThreatCut- pharynx competitionNew entrantsGovernment regulationsEconomic instabilityHealth Issues food market instabilityOpportunityGrowing MarketAcquisitionsInnovationOvertake competitors creative marketing toolsMarket ScenarioThums Up has enjoyed a near monopoly with a overmuch vehementer market share often beating its other rivals like Camp cola, Double seven and Dukes, but thither were many small regional players who had their own market. It was one of the major advertisers throughout the 1980s. In the mid-80s it had a sketch threat from a modernisticcomer Double Cola which suddenly disappeared within a few years.Pepsi was the first company to come to India In 1990, when the Indian government allowed the market to multinational companies Thums Up went up against the worldwide goliath for a strong ambush with neither side giving any quarter. When Pepsi had starred with famous bollywood actress like Juhi Chawla, to frustrate the Indian brand, Thums Up focussed on cricket sponsorship.Things became even more complicated when Coca-cola re-entered India after its absence seizure from 1977 to 1993. Now the fight became a three-way battle.But Things got changed post liberalization, when Thums Up was facing unbendable and stiff competition from coke and Pepsi both. But later on all this happening, owners of Parle Agro, finally sell Thums Up to Coca-Cola.Relaunch of the productWhen Thums UP was sold off to Coca-Cola, it in fact tried to k ill Thums Up, but later on they sensed that Pepsi would be more benefitted than Coke if they withdrew Thums Up from the market and Coke decided to use Thums Up against Pepsi to thwart the brand. By this time, Coca-cola had about 60.5% share in the Indian soft-drink market but if they would direct travel Thums Up from the market the market share would have remained 28.72% only. Hence it once again launched Thums Up brand tar developing the 30 to 45 year olds.In todays scenario, amongst all the carbonated drinks Coca-cola occupies about 58% market share in India in which Thums-up is the premier selling brand with a market share of about 15% of the total CSD market where as Pepsi is the second brand with 36%.Communication strategy after Re-launchAfter entering again into the market the brand was re-positioned as a manly drink, stressing on its strong and bitter taste qualities. Thums Up kick-started an forceful and aggressive hunts directly targeting Pepsis TV ads, showcasing the st rength of the drink in the hope that the representation of an adult drink would attract more young consumers. Grow up to Thums Up was a triumphant and amazing campaign done by Thums Up and because of this campaign the market share of the brand soared. The brand became unbreakable and resilient postureEarlier Thums up was positioned as a refreshing cold drink, with having slogans such as Great and Happy Days are here once again but after this it was around post-1996 that the brand decided to move towards a more idiosyncratic, manly view.Having all odds Thums Up has enjoyed a market share of around 30% at the time, but Coca-Cola has always focus all its money and resources on promoting the Coke brand.The latest thums up 2010 ad has an pose that is I will do anything for Thunder which shows the enthusiasm and adventurous nature of males.The different types of positioning opted by the brand in several(prenominal) times are as followsTime durationBrand positioningTag line1977-1980Jo y, Refreshment, HappinessHappy days are here again1981-1987MasculineI am the gravy.1988-1992Masculine try the thunder19993-1995Back out from the market1995-2006Confidence, masculine, AdventurousTaste the thunder2006 frontwardConfidence, Masculine, cheerfulTaste the thunderCurrent marketing program rase after 13 years, Thums up is sold more than Pepsi and Coke. The brand has refused to back up because of its strongness and attitude involved in it. The brand personifies victory, achievement and celebration. Thums Up is our really own Indian brand. The brand is very popular amongst Maharashtra, Andhra Pradesh, West Bengal, Gujarat, UP and Karnataka where Andhra contributes 30% of the total sales.Coke has always promoted Thums Up half heartedly but even after all mess up, the brand has stood strong and unending . May be it is on the part of consumers that they are non will to let go the brand. This brand has got an iconic status. It is a classic discipline where the customers h ave the ownership of the brand.If Coke would have promoted the brand in virtually efficient manner, Pepsi did not have a chance to enter and struggle in Indian cola market. Coke could have ruled and became the market leader in India only with Thums Up.Now, Coke is trying to have a separate market for Thums Up. Coke is trying to play the regional farinaceous through which in those areas where sales of coke is strong, Thums Up is withdrawn slowly.Thums Up Launches New Ad Campaign Yeh ToofanThis summer, Thums Up, one of Indias most iconic and the largest soft drink brand, is all set to storm fans with a new Taste the Thunder communication initiative- Yeh Toofan. In the latest campaign, Bollywood Super Star and Thums Up brand Ambassador, Akshay Kumar reminiscences about the several thunder packed action stunts for his positron emission tomography bottle of Thums Up. The communication takes the I will do Anything for my thunder attitude to the next level, where Akshay is seen, back in thick of action, performing some epinephrin pumping action such as crashing through the window of an exploding high rise, snatching a Thums Up bottle from jaws of a vicious alligator, taking on a mob of angry gangsters to swimming through strong rapids. This campaign first got previewed to the Thums Up fans on Facebook and then releases on mass media channels.Internet Marketing done By Thums UpHonestly, Thums Up is a brand does not use the power of internet marketing. Their main motive is to reach out mass public by using mass media tools of promotion. They have focussed more on TVCs and OOH media. In the field of internet marketing, I could rally only following steps taken by the brand entirely 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.They are having explore locomotive Optimisation to an extent because while searching for data relate to Thums Up, I was getting the links related to Thum s Up but fluent a lot digest be done in this field. alone the latest updates about the brand come on internet on regular basisThere is no separate website of the brand. It comes under Coca-Cola as a sub brand.What laughingstock be done-?Now, as we can see that the company does not promote itself on internet and it feels also that there is no use of it. Frankly speaking 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 parole of fingers 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 onl y.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 short as possible.Search Engine Ads Thums Up doesnt 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 sureness to make dec isions. For example, they can target colleges and all. Where they can interact with the higher imprimatur 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 uncontroversial to a brand that was stifled, 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 brook one and will probably counter Pepsi for a while to come.