Table of Contents

History of the Company .............................................................................. Error! Bookmark not defined.

Industry Analysis ......................................................................................... Error! Bookmark not defined.
External policies effect ................................................................................. Error! Bookmark not defined.
Thums up Competitors ................................................................................ Error! Bookmark not defined.
Markets targeted based segmentation parameters ...................................... Error! Bookmark not defined.
Positioning ..................................................................................................... Error! Bookmark not defined.
Slogans: Evolution of emphasis/positioning of the brand.......................... Error! Bookmark not defined.
Brand logo: Evolution ................................................................................ Error! Bookmark not defined.
Brand Ambassador:.................................................................................... Error! Bookmark not defined.
Perception mapping ................................................................................... Error! Bookmark not defined.
Marketing Mix: the four Ps of Thums up ...................................................................................................... 6
Consumer Perception (Primary Research) ..................................................... Error! Bookmark not defined.
Future Plans ................................................................................................... Error! Bookmark not defined.
Competitors Future Landscape ...................................................................... Error! Bookmark not defined.
Thums Up: Road Ahead ................................................................................. Error! Bookmark not defined.
EXHIBITS ................................................................................................................................................. 11
Bibliography ................................................................................................... Error! Bookmark not defined.
It was a cold winter morning in Gurgaon. As Mr. Amardeep Dutta, the Product Manager of
Thums Up at Coca-Cola India Inc., passed through the foggy streets prompting his office, he
thought about what could have turned out badly – so rapidly and in such a steady way. Thums
Up, which managed the Indian soda pops industry regarding piece of the overall industry for
more than three decades, had been toppled off its roost by Sprite, a non-cola drink around two
months back. It came as a shock to the business insiders just as the eyewitnesses, as among the
main three sodas which appreciated more noteworthy pieces of the overall industry than the rest
– Thums Up, Pepsi and Sprite (Exhibit 1), the Thums Up versus Pepsi contention was most
advanced and recognizable one, and nobody at any point felt that in hate this competition, a non-
cola drink could secure the top spot. Despite the fact that Mr. Dutta would have gotten a kick out
of the chance to accept that it was a deviation in a generally flawless example of overcoming
adversity of the brand and the item that Thums Up represented, tragically that was not the
situation. Ongoing piece of the overall industry information discharged by Nielsen, the nation's
greatest research firm, solidified on the way that Sprite has been surpassing Thums Up – in every
single real region for five back to back months now!

What could have turned out badly? Patterns far and wide have been proposing over recent years
that purchasers are dismissing cola beverages and grasping non-cola ones. Is it true that the ball
was in India's court to follow that pattern? As of late Thums Up changed their just about two
decades old slogan of 'Taste the Thunder' to a progressively contemporary one. Did they lose
their correspondence procedure before a developing Indian customer? Customarily the
administration has accepted that the kind of Thums Up fit Indian sense of taste. Is it safe to say
that it was presently time to explore different avenues regarding the item equation? In the event
that they changed their aggressive concentration from the significant challenger in the cola
portion to the current non-cola showcase pioneer, would this procedure be feasible after some
time? Imagine a scenario where the other cola beverages profit by this procedure and gobble up
Thums Up offer.

HISTORY
ThumsUp was presented by Chauhan siblings, Ramesh and Prakash, alongside BhanuVakil,
CEO of Parle Agro Pvt. Ltd. in 1977, adding to their current arrangement of soda brands like
Limca and GoldSpot (both non-cola ones). As Coca-Cola had left India as of late, leaving a void
in the cola section of the Indian soda pop industry, Thums Up was propelled with the aim to
money on this void. Be that as it may, it wasn't the main cola drink which endeavored to do as
such, there were numerous others. In spite of the fact that the market was loaded with national
players like Campa Cola (initially OEM and wholesalers of Coca-Cola before their leave),
Double Seven, McDowell's Crush, Duke's, Double Cola, and so forth., Thums Up prevailing
with regards to making an unmistakable brand and a national hunger for its contributions. Its
correspondence technique was supported by sponsorship of cricket matches, with underwriting
postcards including Sunil Gavaskar and Imran Khan. It was the main soda brand to have VIP
supports with territorial center – Chiranjeevi in South India during the 1980s.

With these inquiries drifting over his point of view, and a looming meeting booked with the
Country Head, Coca-Cola India Inc. later in the day, Mr, Dutta looked over the range of signs,
basis and rationale to touch base at a persuading design. An example which would clarify the
adjustment in market position, just as assistance him come up a persuading system for eventual
fate of the item. As the climate cleared and the hazes offered approach to daylight, Mr. Dutta was
taken back to reality by the sunrays deterring his vision. It was presently time to lock in!

In mid 1990's the point at which the two goliath organizations Pepsi and Coca-Cola were
wanting to reappear India, the greater part of the packaging plants either obtained or exchanged
its loyalties and got together with Pepsi and Coca-Cola leaving Parle Agro with no packaging
plant and that the brand claimed by Ramesh Chauhan needed to either murder his image or sell
it. In this way, in 1993 Ramesh Chauhan marked the arrangement and the five brands: Thums
Up, Limca, Gold Spot, Maaza and Citra were offered to Coca-Cola.

At the point when Coca-Cola and Pepsi came to India, Thums Up was getting a charge out of
30% piece of the overall industry which was a large portion of the offers of Coca-Cola. This
made Coca-Cola reexamine its arrangement for murdering Thums Up. The purpose for Thums
Up being market pioneer was that an entire age had grown up drinking Thums Up and that they
were not willing to part with the brand.

In this way in 1995, Coca-Cola started concentrating on Thums Up and changed its situating
from being joy and invigorating beverage to a manly brand. The technique established from the
basic knowledge as Indian market where the greater part of the soda pop utilization happens
outside and male being the significant purchasers. By utilizing Thums Up's solid taste they could
effectively reposition the brand by relating it to the objective gathering

Generally it has been accepted by the administration that Thums Up had an interesting, fiery and
solid flavor which went well with the Indian sense of taste, thus the situating received for the
brand has been founded on the foundation of manliness. These two convictions and position
supplement each other well, and have been predictable over years. Neither the item recipe been
altered, nor has the item situating changed for more than three decades. Brand Gurus frequently
sees Thums Up as the one with "solid, bubbly taste and demonstrating a sure, develop and
exceptionally manly frame of mind – a brand trying to reveal who the real men are".

In 1993, soda industry had a three-path fight between Parle, Pepsi and Coca-Cola. After much
battle for piece of the pie, Parle dropped out and sold Thums Up to Coca-Cola for a pitiful USD
60 million despite the fact that it delighted in a prevailing piece of the pie of 36%. Today the
Indian carbonated beverages market remains at USD 70 billion, of which Thums Up has a
generous 15.3% offer.

Item Information

Thums Up has developed from a reviving beverage for youthful to a macho beverage for men
over years. Thums Up has been the star item for Coca Cola Company for almost two
decades(Exhibit 2). Display 3 demonstrates the item includes which expresses the fixings,
nourishment and bundling accessible in market.
EXTERNAL POLICY

The Soft-drink industry is influenced by different full scale monetary elements and the
standpoint changes for a given year dependent on these elements. Worldwide research by
different research organization and consultancy gatherings has recommended a constructive
relationship between's discretionary cashflow of individuals and offers of soda pop. In India
because of deceleration in development and rising Inflation the discretionary cashflow accessible
with the populace has diminished which persuades that the offers of sodas will be brought down.

Rising costs of oil and diesel costs have cut into the edges of the soda pops makers since the vast
majority of them pursue a center and talked conveyance model to diminish stock holding cost
and despite the fact that the expense (because of rising costs) have not been passed to the end
client till date we expect that in future the costs of the items will expand prompting to some
degree staleness in deals development. In the event that Industry reports are to be accepted the
real players will concentrate on the retail markets to expand their deals.

THUMS UP COMPETITOR

The challenge for Thums Up originates from both cola and non-cola section (Aerated beverage's
fragment). In the cola section, Coca-Cola and Pepsi are the real contenders where as in general
Aerated beverage fragment Sprite, Dew, Mirinda, Maaza, Fanta and so forth.

In India, the cola section of the market is around Rs 5,000crore in size, while the lime and
lemony portion is a lot bigger at Rs 6,500 crore, as per industry gauges. The orange fragment
remains at Rs 2,700 crore. The general market for CSDs is around Rs 14,000 crore every year

Till mid 2013, Thums Up was administering the market with over 15% of the offer. As of late
sprite assumed control over the market head position by catching piece of the overall industry of
15% while Thums Up caught 14.8%. Pepsi in 3th spot with a piece of the pie of 9.8% and Coke
involves fourth place with a piece of the overall industry of 8.3 percent. A few different brands,
for example, Fanta and Mirinda with a comparable piece of the pie as Coke bump for the fourth
place in wording ofshare (Exhibit 4).
Marketing Mix: the four Ps of Thums up

Product:Thums up is one in the range of carbonated cola drinks. But it comes with a very strong
taste which is very stark and less sweet when compared to its competitors in the cola segment
like Pepsi and Coke. This is the reason why in one of its advertisements it gave an indirect
comparison with Pepsi as a less sweet drink, depicting masculinity. The product, though in the
cola segment is very different in the core benefit, the taste that is. No other cola drink in the
market tastes like that of Thums Up. Though the product doesn’t promote its composition but the
website indicates the product information as a 0% fat product and provides 40 kcal of energy.
The product is also available in different sizes: Cans, Bottles etc. ranging from 200 ml to 2250
ml. The product stands at a competitive position as against the other players in the market.

Price:Cola segment has seen frequent price wars. It has always priced its products at par with the
competitors. In the Indian market, there aren’t a lot of brands that offer carbonated cola drinks
when pan India level is talked about. The only major competitors that come in the picture are
Pepsi and Coke. Thus, none of them can have a price higher than the others. Thums Up has come
up with various sizes, now and then and competitors have done the same, simultaneously (and
vice versa). The various sizes are priced also at par with the competitors.

Place:Thums Up is a product that lies in the frequent consumption curve of its consumers. The
placement of the product is extremely wide spread ranging from large super markets to the
smallest of kirana shops. It is available at all utility stores, even at places where people go for
entertainment or are passing time or even waiting, like movie theatres, airports etc. The
distribution channel of Thums Up is still improving & making it possible for the product to reach
the masses both in urban and rural areas. In normal area they targeted with a tagline “Taste the
Thunder” and in rural area they did a tagline “ToofanyThanda” which means cool drink in Hindi.

Promotion:Promotion is one tool that the company has used very efficiently; one of the major
reasons for Thums Up to rule the masses. It has used strong campaigns with advertisements
starring celebrities. Thums Up has always been promoted on Masculinity (segregating men from
boys), Strength and Confidence. The major portion of promotion has been done on Television
and remaining via magazines, radio and banners. Other than these, the website of the product
offers information on the product and it also pervasive on social media platforms like Facebook
and Twitter. They have also carved out contests across markets to enhance interactivity, like the
Thunder Wheels.

The promotion campaigns of Thums Up included ones like “Taste the Thunder”,
“Aajkuchtoofanikartehain”, “Grow up to Thums Up” and others. The brand endorsements
include actors like Akshay Kumar, Salman Khan, Mahesh Babuetc.

The promotions have also taken place in Cricket sponsorships and Indian motorsports including
various regional car and bike rallies, one of the major examples being sponsorship in all India
Grand Prix in 1980s.

Feasible arrangements

Coca-Cola framework is presently intending to put $5 billion in India from 2012 to 2020. It has
added $3 billion to introductory speculation of $2 billion. It is vision to twofold the framework
incomes by 2020. Coca-Cola Company and its packaging accomplices have powerful plans to
catch development in India with interests in advancement, extension of dissemination arrange,
cold beverage hardware situation and increase of assembling limit (Coca Cola India). India is
positioning among top 7 markets in worldwide volume and holds a key development showcase
for the Coca-Cola Company. It means to be among top 5 by 2020. The immense drivers of
development for organization lie in socioeconomics, financial and social parameters.

There is an enormous open door lying ahead. On an average,Indians expend just 12 (200 ml) jugs
of refreshments consistently contrasted and 675 jugs by Mexicans, the biggest purchasers of
Coca-Cola all around (Business Standard).

The US$5 billion speculation, as indicated by the organization, will be utilized to overhaul
packaging lines, dissemination, showcasing and coordinations and will truly support its
opposition with the second biggest player, PepsiCo. (Sodas in India)
Going later on, it is critical to choose the objective fragment. Up until this point, the objective
section is the essentially working populace (with about 70% guys). Starting today, almost 70% of
the populace is underneath age 40. The power of youth is very clear and is relied upon to remain.
The Thums Up demonstrated money in its image value. Display 9 demonstrates the purchaser
based brand value for Thums Up. So the objective fragment is very much set and it is up to
organization whether to proceed with the current situating or the change the situating.

Changing the situating can hamper the deals. It has done very well throughout the previous 3
decades and changing the position can influence the deals. The macho picture anticipated by
Thums up can be imperiled. So giving the present situating at the top of the priority list, the best
approach forward for thums up is :

• Increase mindfulness through crusades and advance brand involvement (battles including
manly and undertakings). It might likewise include individuals to be in advertisements alongside
stars to complete the experiences and tricks.

• Association with online media (like gaming, Facebook) to draw in youth alongside told
methods for correspondence

Contenders Future Landscape

Thums Up advertisements were about the man among the young men, who consistently stayed
one stage in front of adolescent male packs. The beverage is more carbonated than the others and
subsequently predictable with this 'grown-up' situating. Be that as it may, one of the rising
contenders is the Mountain Dew. The picture of the mountain Dew is depicted as the Fearless
youths and it has been a fundamental part since its dispatch in 2003. Its well known slogan "Dar
keAageJeetHai'" is about self – conviction and pares the feeling of dread down. The brand has
constantly portrayed it as audacious soul of the contemporary youth and has been spinning about
open air undertakings and high-adrenaline surge. As of late, to contend with Thums up, it is
intending to Mountain Dew Xtreme Tours to India which will have universal experts partaking in
skateboarding and other experience sports.

They 'can do' frame of mind and insubordination are properties that interface well with the
contemporary youth, which clarifies the expanding appropriation of these by various contender
brands. Both the brands are speaking to the contemporary youth, it could either prompt a fail out,
with Thums Up changing gears or finding a more honed message to separate itself from
Mountain Dew.

Pepsi has propelled another item in March 2013, just before the IPL named Pepsi Atom to fill the
hole of not having concentrated item. Pepsi Atom was situated as a new and one of a kind and
furthermore contemptuous and simultaneously as impactful and thought as Thums up. Rather
than giving it with thums up, Coca Cola Company utilized coca cola with scaled down costs to
kill the Pepsi crusade. It sold the Coca Cola 400 ml bottles outside the arenas of IPL at simply
disposable costs of Rs 10 whose genuine cost is Rs 25. Before that in feb 2012, Pepsi has utilized
the line augmentation and utilized two variations of Mirinda named Mirinda Orange and Mirinda
Masala.

Parle Argo is reappearing into the carbonated soda pops following two decades. Parle argo is
going to take off Café Cuba by January or February 2014 and is planning to catch a piece of the
pie of about 7% inside the primary year. It is totally new classification in the carbonated soda
pop space and will attempt to take advantage of a separated item. It is focused at youth and is
evaluated Rs 20 for 250m

Thums Up: Road Ahead

The Thums Up is now a current item in the current market. The one of the best approach to
expand the piece of the pie is by market infiltration or more utilization (Ansoff's Matrix in
Exhibit 8). The soda pops showcase in urban regions is gradually getting immersed. Expanded
reach in the country market is route for Thums Up to build advertise entrance. To build the
utilization, Thums Up should attempt to connect with schools and colleges like Red Bull. One of
the approaches to enter country market is by offering low value point. One of the models is
Coca-Cola brand went into country India with the Rs5 (celebrated advertisement of aamir khan
"paanch"). So the organization should attempt to utilize such limited time systems. One of
different approaches to increment is by keeping the chillness of the item. Coca-colaCompany is
attempting to prepare the retail outlets in provincial India with sun oriented coolers.

Up until this point, Thums up has not utilized item or line augmentation. It can likewise attempt
to present some line augmentation like "Thums Up Lite" for children and ladies which isn't so
thought like Thums Up. Most likely it can build the piece of the pie by drawing in children and
ladies, and yet, there is a danger of brand weakening.l.
 EXHIBITS

Exhibit 1: Sales of various brands by volume in million litres ((Euromonitor, 2013))

in million volume litres

Brand Company name 2008 2009 2010 2011 2012
(GBO)
Bisleri (Parle Bisleri Ltd) Parle Bisleri Ltd 24.4 24.7 24.7 23.6 22.7
Aquafina (PepsiCo Inc.) PepsiCo Inc. 8.4 8.1 8.3 9.8 10.5
Kinley (Coca-Cola Co, The) Coca-Cola Co, The 6.4 6.6 6.7 8.0 9.4
Oxyrich (Manikchand Manikchand Group 5.6 5.3 5.0 4.3 3.8
Group)
Sprite (Coca-Cola Co, The) Coca-Cola Co, The 3.4 3.9 4.0 4.0 3.8
Thums Up (Coca-Cola Co, Coca-Cola Co, The 4.2 4.6 4.5 4.1 3.8
The)
Pepsi (PepsiCo Inc.) PepsiCo Inc. 4.1 4.2 4.0 3.7 3.3
Kingfisher (United United Breweries Ltd 0.6 0.9 1.4 2.1 3.1
Breweries Ltd)
Maaza (Coca-Cola Co, The) Coca-Cola Co, The 2.2 2.4 2.5 2.4 2.3
Coca-Cola (Coca-Cola Co, Coca-Cola Co, The 2.4 2.5 2.4 2.2 1.9
The)
Limca (Coca-Cola Co, The) Coca-Cola Co, The 2.4 2.3 2.2 2.0 1.8
Frooti (Parle Agro Pvt Ltd) Parle Agro Pvt Ltd 2.4 2.3 2.2 2.0 1.8
Mirinda (PepsiCo Inc.) PepsiCo Inc. 2.7 2.4 2.1 1.8 1.5
Slice (PepsiCo Inc.) PepsiCo Inc. 1.1 1.2 1.3 1.4 1.5
Fanta (Coca-Cola Co, The) Coca-Cola Co, The 2.5 2.3 2.0 1.7 1.4
7-Up (PepsiCo Inc.) PepsiCo Inc. 1.4 1.6 1.7 1.5 1.3
Mountain Dew (PepsiCo PepsiCo Inc. 1.1 1.2 1.3 1.3 1.2
Inc.)