Sbm and Thumsup

8/3/2019 Sbm and Thumsup

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Assignment on

LEARNINGS FROM THUMS UP

SUBMIITED TO: Prof. Jayshree Sunder

FORE School of Management

SUBMITTED BY : Group 1 , FMG19C

Dhiren Patel (191137)

Ishan Jain (191141)

Manan Kohli (191145)

Payal Samnta (191156)

Rahul Jain (191159)

Rohit Baliyan (191165)


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BRAND MANAGEMENT CONCEPTS

For branding strategies to be successful, consumers must be convinced that there are meaningful differences

among brands in the product or service category. Consumer must not think that all brands in the category are

the same. PERCEPTION = VALUE

1. Brand PositioningBrand mantra-FromI want my Thunder toTaste the thunder

A brand mantra is at its most powerful when it becomes a deeply resonant piece of the DNA of thecompany and is used as a touchstone to return to when making difficult decisions.

When used in its proper context, a good brand mantra is not simple sloganeering. Brand mantra can be simply used as a building block for advertising campaigns. Brand Mantra used to capture Brands Point of difference .i.e. what is unique about the brand.2. Brand personality Brand personality contributes to differentiate the identity. For eg it differentiates Thums up with

Cola and Pepsi.

Brand personality of Thums up can be associated aso Masculine , Machoo Adventurous and Confidento Victory and Achievement - oriented

From an angry, rebellious tough man of 1990s to a combo of bold,cool and smart man of 2000s, the brand always came out being masculine. Thus it helps in guiding the communication

efforts. It helps creates Brand Equity.

3. Brand Marketing Market Segments define competitors : The segment of Thums Up being cola defines the main

competitor as Pepsi, and all the black non alcoholic drinks

Avoid being too narrow in your definition of competitors: It has competition for the share ofthroat thus all the cola, non-cola, juice ,milk shakes and milk related products, road side juice

shop etc are its competitors

Innovative Ways to Market a Brand-New ad campaign each year to make the image a refreshingone. Presenting The Brand in a refreshing way each time is important to overcome advertising

wear-out


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Knowing The Target Audience and marketing it accordingly: Thums Up re-launched in 1993targeted adults of age group 30-45 years of male and thus all their marketing efforts focussed

that.

Through Grow Up To Thums Up , they tried to bring the age group of 15-29 years to drinkingThums Up if they considered themselves grown-up

Thums Up brought many daredevil sports in India e.g. bungee jumping, parasailing, through itsads which Indian consumers were mostly unaware of.

4. Brand StrategyBrand reinforcement and revitalization

Revitalization proceeds through creative regeneration of the brand identity. Revitalizing a once-popular dormant brand can be a highly profitable strategy under right circumstances.

People connect emotionally with a brand that reminds them of a specific time, place or experience,and old brands often have a reputation of reliability that new brands cannot match.

It makes use of pre-existing awareness to increase a brands life cycle.

Issues in brand revitalization

A company must position its brand in the minds of consumers. A company would like to gain a tinyamount of brain space so that he thinks of the brand while consuming a product in that category.

Repositioning a brand requires changing either the target market or value proposition of the brand. If only some excitement and reminders about the presence of the brand is required, while the basic

positioning is still relevant and sound, then "rejuvenation" is the right word. Updating the packaging,

perhaps a change in the logo, advertising, etc. could be the solutions.

Need for brand revitalization

A new competitor may have taken over the category and the company is struggling to generaterevenues from the current product.

The whole product or service category may be declining. It makes sense to build the brand whileothers are lying low because this is the time when the ambience is clutter free and your message gets

across to the prospect much more clearly.

The brand image may be becoming less relevant to people. Customer mindshare definitely translatesinto market share. It may be time to rejuvenate, whichi may be a spike in promotion activity. e.g.

continuting with the Grow Up to Thums Up for about 2 years really lost its impact.

Controversial issues: Lack of consumer trust which happened with Thums Up during pesticide issue.Thums Up came p with two different solutions for WB (Paraar Chelle) and AP ( Testimonials)

choosing the celebrity in the ad very carefully to go well with the concept.


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5. Brand Positioning StrategiesA product can be positioned based on 2 main platforms: The Consumer and The Competitor.

When the positioning is on the basis of CONSUMER, the campaigns and messages are alwaystargeted to the consumer himself (the user of the product). For e.g Thums up directed their marketing

efforts to user of the product.The brand was positioned as a manly drink, drawing on its strong taste

qualities. Known to be a strong drink with more power packed into it than other colas.

The other kind of positioning is on basis of COMPETITION. These campaigns are targeted towardscompeting with other players in the market. E.g : Grow up to Thums Up challenge by openly

challenging Pepsi to blind taste test

Thums Up Positioning

By Product Attributes Thums Up was earlier positioned as a refreshing cola, with slogans suchas Thums Up Makes it Great and Happy Days are here Again. It was post-1996 that the brand moved

towards a more individualistic, masculine positioning.

Positioning By Product ClassCold beverage Positioning By Product UserMajority of target consumers are adult male . Using the strong taste

of Thums Up, they repositioned the brand by marrying the taste to their target group.

Positioning by logo - The new Thums Up logo unit has been contemporized in line with the latestglobal design trend of simplicity & clean look. The sharper edges are added to the Thumb in the

Thums Up sign to bring out the core masculine values of brand Thums Up more prominently, to

enhance the visibility and dynamism of the brand Thums Up

6. Advertisements Effective ads should connect to its consumers .For eg Thums Up ads always had a feature of

masculanity which the target consumer was able to connect.

The objectives of advertisements are:o To inform customer about the product i.e. create awarenesso To persuade the customer i.e. building appetite for the brando To remind the customer about the product. i.e. build loyalty

Characteristics of effective ads:o Should contain a story line no matter how small are the ads.o Creativityo

Execution (360 degree approach):Print ads, Motion Ads, Multimedia Ads-

Man cant resist

a challengeto Hai Dum

o Goal directed
http://drypen.in/branding/brand-positioning-strategies.htmlhttp://drypen.in/branding/brand-positioning-strategies.html


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7. Celebrity And Brands Brands recognition & positive association through involvement with celebs & events It creates an aspirational need Thums Up has always chosen its brand ambassadors as film stars who connected well with the theme

i.e. who are really tough men and have got huge public appeal. Like association of masculine, action

star celebrity in case of Thums Up helping the brands with positive association.

It change its brand ambassador from Salman Khan to Akshay Kumar when Salman got involved invarious legal and controversial issues, since a brand ambassadors image may affect the brand image.

8. Creativity in Brands The Thums Up by being male icon brand substituted personality of Indian men It created consumers mindspace through exaggeration of big Thums Up at Rs 6 by Khatam hi nahi

hota i.e. emphasised that more quantity at same price was available

9. Brand Evolution Logo: Initially Thums Up had the red thums up hand gesture. It later added blue strips in the background Slogans: Happy Days are here again

I want my Thunder

Taste the Thunder

Size: Initially only in bottles of 250 ml and 200 ml. Later introduces Chota Thums Up (200ml) andbottles of size 1.25 litres and 2 litres for family consumption.

10.Brand Trust When a brand is trusted by customers:

It increases purchase frequency It increases customer base through positive word of mouth It increases customers preference over other products

However if the product breaks the promise, its difficult to get back their trust . Thums Up used Trust Campaign to rebuild trust and again gain their customers back


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WHAT SHOULD BE DONE IN FUTURE

Route 1: Strengthening the Positioning- "Me and My Thums Up" Campaign

Click a pic of yourself doing something adventurous for thums up. The best 10 pics would be selected for

packaging Thums up bottles with their won story of " Me and My Thums Up"

Route 2: Consumer Promotion- "Thums Up Stunt Man"

Participate in a challenge across the country with 20 best stunt man and get a chance to win Rs 25 lakh and

be in the next commercial with Akshay Kumar, or associate with some action paked reality shoes with TV

channels like MTV that focuses on youth

Route 3: Increase Usage

Sponsor college fests and use this opportunity to sharpen the brand image which is being challenged by

Mountain dew in the Thunder segment.

And continuing the same trend that they are being following since their inception and focusing on the Strong

Cola aspect.

Sbm and Thumsup

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