ANALYSIS OF MARKETING MIX

OF

BY,
D.DINESH KUMAR REDDY (15A3HP623)
ROHIT GUNDLA
(15A2HP425)
ANALDAS SAIKRISHNA
(15A1HP094)
MAHESH BUMANDALA
(15A3HP639)
PRAVEEN KUMAR.V
(15A2HP405)

INTRODUCTION
Introduced in the Indian market in 1977, to
offset the withdrawal of the Coca Cola
Later bought by Coca Cola who relaunched it
to compete against Pepsi
Brand positioned as a manly drink, drawing
on its strong taste qualities
Favourite in rum-based cocktails, as in Rum
and Thums Up

 Thums Up kick-started an aggressive campaign

directly attacking Pepsis television commercials,
focusing on the strength of the drink hoping that
the depiction of an adult drink would appeal to
young consumers. Grow up to Thums Up was a
successful campaign

According to the Brand Trust Report 2014, Thums

Up was the 66th position among India's most
trusted brands

Target Market

Confident, mature and uniquely masculine

attitude people
Age 15-45
Gender: Men(70%) and women(30%)
Income: Caters varying income groups with
variation in packaging
Brand is made in India and targeted the
whole India

Positioning
Thums Up has positioned in the market
through advertisement so well that none of the
other competitors did, even though
competitors tried to replicate it they were not
successful which is quite evident from the
market share.
In advertisements they always focused on
adventure , sporty, risk taking to position the
drink.
The Actors who endorsed are action heroes of
respective industry.

Product Mix

Product Strategy
Thumbs up has the highest market share in coca cola
India segment
The main target audience for Thumbs Up was youth
mainly between the age limit of 15-45 years
Thums up is being identified, marketed and associated
with words like macho, masculine, adventurous,
risky, achievement drink.
Thums up has strong fizzy taste which goes very well
with Indian taste buds
Thumbs up has seen all the stages of the life cycle
except decline stage right from the inception
Now it stands as the product with highest market share
in the soft drink industry in India
Current scenario: It is at its Maturity stage

Packaging
It comes in 3 packages: tin cans, glass bottle and
plastic bottle
Thumbs up mainly uses dark blue as the
background colour where as its logo is written in
red colour since these colours have higher
frequency and stand attractive and are eye catch

Pricing strategy
Most prices of Coca Cola are decided on the basis
of the competition in the market (Competitive
Pricing)
Coca Cola has intense competition with Pepsi so its
pricing cant exceed too much nor decrease too
much as compared to the price of Pepsi Cola
Price Discrimination
Promotional pricing

Pricing
Strategy
Comparison between the prices of Thums-up and Pepsi:
Quantity

Thums-up(INR)

Pepsi(INR)

200 ml

10

10

1.25 L

55

53

2.25 l

85

89

Promotion

The various promotion strategies for Thums Up are

Advertising and Direct Marketing
Includes: Print media, advertising through television, internet, radio, outdoor
promotions and sponsorships
Initially they were major sponsor for Sharjah cricket matches with Sunil
Gavaskar and Imran Khan as promoters

Also sponsored Indian motorsports (regional car and bike rallies)

Sales PromotionIncludes shelf space, positioning, discounts, merchandising,

free goods and services, etc.
The promotion: Buy two 2.25L bottle and get 1.25L free
Thums Up was available at various sizes (200ml, 300ml,
500ml, 1L, 2L) at reasonable prices (Rs.10, Rs.20, Rs.30, Rs.55,
Rs.80) respectively
Coca-Cola, to promote the brand of Thums Up, also positioned
freezers kept at eye catching positions in the stores

Public Relations:
They have two twitter accounts, one particularly
assigned to the customer engagement, where customers
can engage with the company and give valuable
feedback regarding any concerns
Interactive Marketing:
This includes the use of internet and social networking
sites such as Facebook, Twitter, etc. to promote the
brand.
Personal Selling:
This mode of promotion, is where the company tries to
communicate, services and builds a relationship with the
consumers and the suppliers.
Thumbs Up does personal selling, where they have tie
ups with retailers and outlets in a particular region and
they help them advertise the product and promote the
brand.

 Initially positioned as a drink for the daring ones but

now consumers encourage to unleash their true
potential
This ad showcases that I will not settle for anything
less and the no compromise belief of consumer
https://youtu.be/7HFD_oLtJ9M

Distribution Strategy
The company owns 27 COBOs (company owned
bottling operations) across India and the
FOBOs(Franchisee owned bottling operations) are
spread across parts of North and Eastern India.
Direc
t
route

Plant

mark
et

warehou
se
Indirec
t route

Distribut
or

marke
t

Distribution Strategy
Importance of Distribution Strategy
From syrup to drink.
Ways of Distribution
a. Direct Outlet
b. Through dealer
RED Strategy
a. Owners of the outlets are ensured that the brand
has visibility.
b. Helped in achieving a sales increment by 10%-15%
in 2008

Three-Tire Hub & Spoke

 Hub and spoke model

Bottlin
g plan

Hub

spoke

Retaile
rs

Retaile
rs

Retailer
s

References
en.wikipedia.org/wiki/Thums_Up
www.coca-colaindia.com
http://marketingbloggers.in/2013/01/26/thums-upa-thundering-success/
http
://marketingpractice.blogspot.in/2006/02/thums-up
-taste-thunder.html
http://www.drypen.in/case-studies/case-study-bra
nd-thums-up.html

THANK YOU