Launched in India by Parle Agro Pvt. Ltd. Now owned by Coca-Cola. Thums Up was launched by Parle Agro Pvt. Ltd to fill the void left by the government ban on American soft drinks giant Coca-Cola in the 1970s. The thumbs-up logo was adopted early on, but the brand was positioned differ . The picture of the hill shows the Manmad Hills, popularly known as the "Thums Up Mountain" or the "Thums Up Pahaar" (in Hindi), because it has a natural top like the "Thums Up" logo and is a popular sight from trains. Thums Up enjoyed a near monopoly with a much stronger market share often overshadowing its other rivals like Campa cola, Double Seven and Dukes, but there were many small regional players who had their own market. It even withstood liquor giant United Breweries Group (It was one of the major advertisers throughout the 1980s. In the mid-80’s it had a brief threat from a newcomer Double Cola which suddenly disappeared within a few years. makers of Kingfisher Beer) McDowell's Crush, which was another Cola drink, and Double Cola. In 1990, when the Indian government opened the market to multinationals, Pepsi was the first to come in. Thums Up went up against the international giant for an intense onslaught with neither side giving any quarter. In 1993 Coca-Cola re-entered India after a prolonged absence from 1977 to 1993, spurring a three-way Cola War between Thums Up and Pepsi. That same year, Parle sold out to Coke for US$60 million. Some assumed Parle had lost the appetite for a fight against the two largest cola brands; others surmised that the international brands seemingly endless cash reserves overwhelmed Parle. Thums Up had a 85% market share when sold. Brand positioning :
Brand Positioning :
Initially positioned as a refreshing drink
The brand was re-positioned as a “manly” drink, drawing on its strong taste qualities. Thums-Up kick-started an aggressive campaign directly attacking Pepsi’s TV ads, 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. The brand’s market share and equity soared. The advertisements struck the minds of many Indians and caught the imagination of youngsters who want to be seen as men. The latest ‘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. The Thums-Up drinker indulges in adrenalin pumping action to get a bottle of his favourite soft drink Thums Up because he loves to do it and not because he has to. The latest advertisements reflect this with Akshay Kumar performing stunts on bikes and cars to get a bottle of his favorite Soft Drink – Thums Up.
Between 2010-2030, India will add 241 Million people in working age population (children currently in education system) As of today, 72 % of India's population is below the age of 40, 47% of Indians is under the age of 20 & 10% of the world population is an Indian under 25. This predominance of youth in the population is expected to last until 2050. Market share:
In the carbonated drinks category Coca-cola occupies about 58% market share in India. Pepsi comes second with 36%
Thums-up is the highest selling brand among carbonated beverages in India with a market share of about 15% of the total CSD market. Bcg matrix :
What Is BCG Matrix?
BOSTON CONSULTING GROUP (BCG) MATRIX...