Understanding Different Ways of Persuasion and create a

persuasive appeal for a product or service

Product Used: - Thums Up

Product Logo: -

Q. 1) Video Link
A.1) https://www.youtube.com/watch?v=vm8JBEs66-g

Q.2) Brief about the product along with: key differentiators and target segment.
A.2) Thums up is a brand of cola in India, with a logo of a red thumbs up. It was introduced in 1977
to offset the withdrawal of The Coca-Cola Company of India. The brand was later bought by Coca-
Cola who relaunched it in order to compete against Pepsi. As in Feb 2018, Thums Up remains India’s
largest cola brand by far.
As per company, Thums Up brand is growing 5-6% y-o-y. Let’s see some reasons and key
differentiators of the product -
Key Differentiators –
Some Key Differentiators that set’s the product apart from the competitors -

 Advertising consistency – Over the years, Thums Up’s advertising consistency helped it to
stay relevant.
 As per Coco-cola, Thums Up has a “masala” stinct to it. It tingles, adds to the spicy food and
not subtract from it.
 With Thums Up charged, company wants to focus it as a high caffeinated drink and as an
energy drink.
Target Segment –

 It targets all age group people.

 Targets lower, upper and middle-class section of the society.
 Product is liked by both male and female as well as by kids.

Q.3) Reason explaining why the advertisement does not appeal you.
A.3) The ad looked non -appealing and impractical in certain aspects, due to following reasons –

 Although the product is widely enjoyed by all segments of the society and used in day-to-day
life, still the ad does not showcase the same
 Its ads showcase unrealistic stunts and actions and involve highly professional people
 Although fascinating, the audience that they target does not do these things in their daily life.
They will not do such stunts to grab a bottle of Thums Up, thus loosing on practicality.
 As in today’s time brands try to be more personal with their audience and display things to
give a sense as how it is used in a person’s daily life, where this ad fails.
 Not only this, all the ads of Thums Up displays the product as manly drink. Although the
product is enjoyed by both men and women, it failed to display the diversity in their ad.

Q.4) Position of the product/service in Rossiter Percy Grid, along with reasons.
A.4) As per my view point, product Thums Up will come in Low Involvement-Motivation
Transformational section. Reasons for the same are listed below –

Low Involvement –

 Low involvement brands are low- risk purchase items. They generally relate to every day
consumer goods.
 Thums Up is a product which comes with a low risk and is used on very frequent basis. If
people want to buy it, they will not give it a second thought.

Motivation - Transformational (Positive) -

 Transformational relates to positive motivations, i.e., about changing perceptions or feelings

 Coke drink is a product where consumer does not really need it and merely showing up the
same can indulge the consumer to buy the product.
 Customer do not require much details about the product. Hence, Thums Up will fall in the
same
Q.5) Poster advertisement of the same.

Q.6) Explanation of the Rhetoric used to create the poster

A.6) The Rhetorics used are Pathos. The poster tries to connect the product with the emotions of the
customer. Once this is established, a customer will be associated with the product life-long.
Two small phrases are used on the poster, which are, any mood, any occasion. A person goes with
different moods in the complete day, happy, sad, angry, anxious etc. ‘Any mood’ is used to convey
that whichever way you are feeling, a chilled Thums Up can be your perfect partner.
Also, there are various occasions and celebrations that keep on happening with friends and family
whether in house, school, college, office etc. Any celebration is incomplete without some snacks and
a Thums Up. Hence, ‘Any Occasion’ is used to depict the same.
Grab a Thums Up and add a thunder in your life, and make your day more exciting.
These are specifically used to connect with the consumer with his daily life and places where this
product can be used. Thus, tried to connect emotionally.
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