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Thums up brand management in India strategic brand managem"

Thums up brand management , Strategic brand management

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Thums up brand management in India strategic brand managem"

  1. 1. Made By- Abhinav Arya [email_address] Products Vs Brands
  2. 2. Origin <ul><li>Founded by Parle brothers, Ramesh Chauhan and Prakash Chauhan </li></ul><ul><li>Introduced in 1977 after expulsion of coca-cola and pepsi from India </li></ul><ul><li>Other brands also launched </li></ul><ul><ul><li>Limca </li></ul></ul><ul><ul><li>Gold spot </li></ul></ul>
  3. 3. History of Thums up <ul><li>Initially focused on </li></ul><ul><ul><li>Refreshment </li></ul></ul><ul><ul><li>Happiness </li></ul></ul><ul><ul><li>Tag line: “Happy days are here again” </li></ul></ul><ul><ul><li>Period: 1977 to early 1980s </li></ul></ul><ul><li>Then due to its strong taste it became </li></ul><ul><ul><li>Tag line: “I want my Thunder” </li></ul></ul><ul><li>Changed to </li></ul><ul><ul><li>Tag line: “Taste the Thunder” </li></ul></ul>
  4. 4. Brand Tracking Period Brand emphasis Tag line 1977 to early 1980s Refreshment, Happiness Happy days are here again Middle 1980s Masculine I am the thunder Middle 1980s till 1993 Masculine, Brawn image Taste the Thunder 1993 to 1995 Coke ignored the brand 1995 - Masculine, Confident, Adventurous Remarks: Used Thums up as a flank brand Taste the Thunder … Masculine, Playful, Humorous, Confident Taste the Thunder
  5. 5. Brand Vs Products Product Brands Emphasis on Product benefits Emphasis on product benefits and emotional benefits Easy to replicate Difficult to replicate Provides short term gain Provides long term gain
  6. 6. Target Market <ul><li>Thums Up has been positioned as the &quot;strong tasting cola for today's young adult males, from SEC A, B and C households, between 20-29 years of age''. </li></ul>
  7. 7. Brand Platform <ul><li>Two components </li></ul><ul><ul><li>Brand personality and brand values </li></ul></ul><ul><ul><ul><li>Masculine </li></ul></ul></ul><ul><ul><ul><li>Macho </li></ul></ul></ul><ul><ul><ul><li>Adventurous </li></ul></ul></ul><ul><ul><ul><li>Confident </li></ul></ul></ul><ul><ul><ul><li>Achievement </li></ul></ul></ul><ul><ul><li>Brand positioning </li></ul></ul>
  8. 8. Brand Personality development <ul><li>Inside out approach </li></ul><ul><li>Thums up “ has unusually high carbonation ” and it has goes down very well to Indian taste buds. </li></ul><ul><li>Not everybody can drink Thums up (due to its strong carbonation) but the people who like it don’t settle for anything less </li></ul>
  9. 9. Brand Positioning <ul><li>Positioning needs to be distinct </li></ul><ul><li>Positioning is a long term strategy </li></ul><ul><li>Positioning is for </li></ul><ul><ul><li>Product features/ benefits </li></ul></ul><ul><ul><li>Emotional benefits </li></ul></ul><ul><li>Perceptual mapping as a tool </li></ul><ul><ul><li>to develop brand positioning strategy </li></ul></ul><ul><ul><li>Brand positioning success </li></ul></ul><ul><li>Various ads to reinforce such a strategy </li></ul>
  10. 10. Brand Message <ul><li>Brand understood his insecurities and his anxiety, his determination to survive , and his desire to succeed. This was probably the strongest concept in Indian advertising that connected to the young Indian male. </li></ul><ul><li>- Economic Times </li></ul>
  11. 11. Thank You