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Time Period Brand Positioning Tag Line
1977 - 1980 Joy, Refreshing Drink, Happiness Happy Days Are Here Again
Mid 1980’s Masculine I am the Thunder
1988 -1993 Masculine Taste the Thunder
1993 - 1995 Coke Ignored the Brand
1995-2006 Masculine, Confident, Adventurous Taste the Thunder
2006 - Present Masculine, Playful, Humorous, Confident Taste the Thunder
When the Brand was doing well, it was taken away from the market
because it was giving stiff competition to Coca-cola but Coke had to
bring out the brand again to attack all the promotional policy of Pepsi
and it was introduced once again.
The brand has been successful in capturing the minds of the
consumers. The objective of the communication policy of the brand is to
remind people about the strength and status of the brand
Thums-Up communication for 2010 takes the whole idea of I Will
Do Anything For My Thunder attitude of the Indian male to the next level
by adding a layer of fun and playfulness to it.
Target Segment :
Between 2010-2030, India will add 241
Millionpeople in working age population
(children currently in education system)
As of today, 72 % of India's populationis
below the age of 40, 47% of Indians are
under the age of 20 &10% of the world
population is an Indian under 25.
This predominance of youth in the
population isexpected to last until 2050.
• Brand Thums Up has done quite well over
theyears & changing Positioning might affect
• Customers in the age group of 12 to 35
yearsassociate themselves with the macho
image portrayed by Thums Up.
• Very difficult for the customers other than
those in12 to 35 years to associate
themselves with the macho image of Thums
UP;hence exclusivityfor target segment
Reasons for continuing current positioning
But Why ??
Their main motive is to reach out mass public by using mass media
tools of promotion. They have focussed more on TVCs and Print Media.
All the ads of the company are uploaded on YouTube.
They are using social media as in Facebook for awareness but the
extent is very low.
There is no separate website of the brand. It comes under Coca-Cola as
a sub brand.
Though thums Up is doing great in the market but in this situation of cut-throat competition, a lot can be
done on internet to create buzz and to get competitive advantage. As we all agree that this age has become
"word of mouse" instead of "word of mouth", Thums up as a big brand should utilise the power of internet in
Developing their own website: Thums Up should have its own website, where they can separately calculate
the hits by using web analytics. On their website, they can demonstrate their latest ads, new packaging,
history of the brand and all related information can be found on that website only.
Using Social Media: Thums Up being a youth product, must use social media as one of their promotional
tool. They can have application related to the brand; they can have games related to the brand. One idea
can be that they develop a quiz related to the latest updates of Thums Up and they offer prizes to the winner.
Search Engine Optimisation: Thums Up uses this technique as promotion tools but not in an effective way.
When I was looking for the Internet marketing plan of Thums Up, I was getting every data related to Thumbs
Up, which was very irritating. So, I think they should focus on this and try to get the keywords as perfectly as
Search Engine Ads: Thums Up doesn't go for any ads on Google. I think they
can have collaboration with any food place, restaurants etc and along with
their ad, Thums Up can promote itself.
Email Marketing: Thums Up can use email marketing for increase in its sales.
They can directly contact the people who are involved and have the authority
to make decisions. For example, they can target colleges and all. Where they
can interact with the higher authority through emails and can get the orders. If
they allow, Thums Up can have its stall or counter in the colleges and offices.
From a brand that was virtually unchallenged to a brand that
was suffocated, Thums Up stormed back after a near death
experience. The brand proves that its strength lies not just in its
taste but also in its performance. The grown up tag is an
enduring one and will probably counter Pepsi for a while to