THUMS UP MULTI-TECH MARKETING

APPROACH

INTEGRATED MARKETING COMMUNICATION

PREPARED BY: RAJ SOJITRA (20FOMBH11027)
GUIDANCE BY: PRO. RASHMI GOTECHA
BBA HONORS SEM 5TH RK UNIVERSITY
  INTRODUCTION
 COMMUNICATION STRATEGY
 SPONSERSHIP
 POSITIONING
CONTENTS  AWARD AND RECOGNITION
 THUMS UP MARKETING STRATEGY AND INTERESTING BEHIND
ITS SUCCESS!
 MARKETING CAMPAIGN
 MULTI TECH MARKETING
 CONCLUSION
INTRODUCTION
 Thums Up was introduced as a flagship brand in 1977 by a
company called Parle Agro to offset the gap in the Indian
cola market when Coca-Cola and Pepsi were expelled by
the Indian government. Over the the next 16 years, the
brand enjoyed great success, ratcheting up to over an
80% market share.
 Coca-Cola reportedly considered killing the Thums Up
brand to try and push regular Coke Classic, but decided
instead that keeping the brand would better their chances
in the battle against Pepsi. Thums Up is still the cola
leader in India, with a 42% market share as of 2012.
  After entering again into the market the brand was re-
COMMUNICATION positioned as a “manly” drink, stressing on its strong and
STRATEGY bitter taste qualities. Thums Up kick-started an forceful and
aggressive campaigns directly targeting Pepsi’s TV ads,
showcasing the strength 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
  Cricket
 Thums Up was a major sponsor of cricket matches and also had a notable
SPONSORSHIP presence at the Sharjah cricket matches. In the early 1980s, it came out
with several postcards featuring Sunil Gavaskar and Imran Khan.
 2020 Olympics
 Thums Up announced a worldwide partnership with the 2020 Summer
Olympics in July 2021 to commemorate the 100th year of India's
participation in the Olympic Games. The brand rolled out a special
athlete packaging, featuring Indian Olympians Bajrang Punia, Manu
Bhaker, Vikas Krishan Yadav, Deepika Kumari, and Atanu Das.
 Tokyo 2020 Paralympics
 The company announced a worldwide partnership with the Tokyo 2020
Paralympics in August 2021.The brand rolled out a special athlete
packaging, featuring six athletes including Mariyappan Thangavelu (high
jump), Sakina Khatun (powerlifting), Suyash Yadav (swimming), Navdeep
Singh (javelin throw), Sumit Antil (javelin throw), and Avani Lekhara
(shooting).
  Who is the first brand ambassador of thumbs up?
BRAND
 Popular Bollywood actor Shah Rukh Khan became brand
AMBASSADOR ambassador. A new ad campaign was launched as
#ThumsUpStrong spirit. The strong unique taste of the brand is
naturally weaved into strength as an emotion, that urges the
drinkers to stay strong and believe in their dreams.
  Earlier Thums up was positioned as a refreshing cold drink, with having
slogans such as Great and Happy Days are here Again” but after this it
was around post-1996 that the brand decided to move towards a more
POSITIONING idiosyncratic, manly positioning.
 Having all odds Thums Up has enjoyed a market share of around 30% at
the time, but Coca-Cola has always focused all its money and resources
on promoting the Coke brand.
 The latest thums up 2010 ad has an attitude 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 times
are as follows:
 Time duration
 Brand positioning
 Tag line
 1977-1980
AWARD AND
RECOGNITION  According to the Brand Trust Report 2012 published by Trust
Research Advisory, a brand analytics company, Thums Up was
positioned 140th among India's most trusted brands.
 The Economic Times ranked Thums Up at 21st place in its Most
Trusted Brands report.
 In Brand Trust Report 2013, Thums Up was ranked 170th among
the most trusted brands in India.
 According to the Brand Trust Report 2014, Thums Up was at 66th
position among India's most trusted brands.
BEST VIDEO
ON TV
COMMERCIAL
  Early Disruptor: Ramesh had built up the equation without any
preparation, exploring different avenues regarding fixings, for
THUMS UP example, cinnamon, cardamom, and nutmeg. The organization
additionally needed the beverage to be bubbly, notwithstanding
MARKETING when it was not super cold, so it could be sold by merchants.
STRATEGY
AND  Success: Thums Up transformed into a moment achievement, the
NCR district was an extreme market to split, particularly because
INTERESTING of the escalated challenge from Campa Cola which had not just
firmly settled itself in the NCR locale, yet had even started to try
BEHIND ITS different things with value slices to dodge its clients from
SUCCESS! influencing towards Thums Up. Subsequently, he solicited his
showcasing group to think from a methodology which could be
practically unthinkable for Campa Cola to imitate. Accordingly, his
group thought of presenting a bigger container at a similar cost
and called it “Maha Cola”.
  The first-ever Indian origin beverage brand to partner with
Olympics at a global level -- interestingly in the 100th year of
India’s participation at the sporting extravaganza -- Thumbs Up
MARKETING recently launched a beautiful campaign to celebrate and salute
Indian athletes who overcame tremendous odds to win medals for
CAMPAIGN India. Titled ‘Toofan wahi jo sab palat de’, the campaign is
created by Ogilvy India and is drawing widespread praises from its
industry counterparts for being thoughtful, creative and the usage
of an earthy narrative.
  Coca-Cola India-owned Thums Up has launched a new campaign
commemorating 75 years of India’s independence. The campaign
‘Har Haath Toofan’ will be an ode to inspirational people of India.

 Thums Up aims to evoke patriotism among citizens through the

campaign's animated storytelling.
MARKETING
CAMPAIGN
THUMS UP
 With the ICC T20 Men’s World Cup just around the corner, Thums
MULTI-TECH Up, Coca-Cola India’s first billion-dollar homegrown brand, has
MARKETING unveiled a new ‘StumpCam’ campaign to provide audiences with
exclusive access to match footage and content. Thums Up will be
adopting a digital-first, multi-tech marketing approach to drive
consumer engagement for the content-led campaign.
 The campaign, which features renowned cricketers and superstar
bowlers Jasprit Bumrah, Umran Malik, and Brett Lee, aims to
amplify Thums Up’s new “Stump Cam” offering, which will offer a
thrilling view into exclusive ’Toofani’ match moments, straight
from the pitch.
  Propelled in India by Parle Agro Pvt. Ltd., it is presently claimed by
Coca-Cola. Until leaving India in 1977, Coca Cola was the country’s
driving soda. It was around that time that the Chauhan siblings
propelled Thums Up, Parle’s leader cola drink. The “Extreme Man’s
Cola” rapidly proceeded to wind up an across the country
achievement, ruling littler players like Campa Cola, Double Seven,
and Double Cola for over 10 years. Yet, such changed in 1993 – for
that was when Coca Cola re-appeared the Indian market and Pepsi
CONCLUSION propelled here as well.

 Prior to the logo of Thums Up was a red ‘thumbs up’ motion of

hand with uneven white sans-serif typography. This would later be
custom-made and adjusted by Coca-Cola with giving some blue
strokes and a progressively advance and current style. The primary
thought process behind changing the logo was to diminish the
predominance of red shading in the signage.
  https://www.livemint.com/industry/advertising/thums-up-launche
s-new-campaign-around-india-s-75th-independence-year-1165881
4681132.html
 https://en.wikipedia.org/wiki/Thums_Up
REFERENCES  https://www.coca-colaindia.com/brands/thums-up
 https://www.exchange4media.com/advertising-news/thums-ups-
olympics-spot-palatde-has-the-power-to-move-the-bharat-audie
nce-114223.html
 https://www.livemint.com/industry/advertising/thums-up-launche
s-new-campaign-around-india-s-75th-independence-year-1165881
4681132.html