Thums up Thunder race

Executive Summary

It was introducedin 1977 to offset the withdrawal of The Coca-Cola Company from India.

The brand was later bought by Coca-Cola who re-launched it in order to compete against Pepsi.

Company Overview

During the 1970s, American cola giant Coca-Cola abandoned operationsFollowing this, the Parle brothers, along with then CEO Bhanu Vakil, launched Thums Up as their flagship drink.Coca-cola brought the brand in 1983

Situation Analysis

Competition scenarioTHE major competitor in the market is Pepsi however drinks like redbull also have affects on the drink’s sale. Redbull is quite active in terms of social and marketing via apps to keep up thumbs also needs to advertise through these means.

Thums Up

Pepsico

Others

Market Position

Products Overview

200 ml

1500 ml

250 ml

2250 ml

The product comes in different volumes

500 ml

Financial Overview

Financial Overview

Financial Overview

Financial Overview

Financial Overview

Second largest

• Thums up comes under Coca Cola that is the strongest brand in terms of value

• It enjoys the second largest market sales next to sprite

• Strong marketing • Customer Loyalty

• Significant focus on carbonated drinks.

• Undiversified product portfolio

• Negative publicity • High debt level due

to many acquisitions

• Health hazards

• Growth through acquisitions

• Bottle water consumption growth

• Growing beverage consumption in emerging markets

• Increase in demand of healthy food and beverages.

• Water scarcity• Strong dollar• Changes in

consumer preferences

• Competition from pepsico

• Saturated carbonated drinks market

• Decreasing gross profits

Target Market

Thums up has been positioned as the “strong tasting cola for todays young adult males from Sec a,b,c households between 20-29 yrs of age”

What’s to be done?

The best way to tackle the situation is to improve the online marketing and especially the mobile marketing through the proposed android app

--Thums up Thunder race App

Income targets

Income targets

• Revenue in 2015 :44.29 billion USD• Coca-Cola had become the first brand to top £1 billion in annual UK grocery• The company plans to focus particularly on product innovation and

marketing.• It now aims to jump into Online Marketing, especially Mobile Marketing.

Income targets

Target Market for the appyoungstersdaily Travelers

Racing fans

collaboratorsThe Company is a leading member of AIM-PROGRESS, a forum of 30 FMCGs assembled to enable and promote responsible sourcing practices through collaboration

Large retailers

Company and competitors

• The company will need to advertise the app through labels on the bottles of its beverages.Also it would have to build up a new unit for app development and maintenance.

• It may also ask large retailers who are its collaborators to advertise app on their oulets.• It may also market the product through its social media pages.

competitors

Company

• The major competitor in the market to coca cola and so to thums up in Pepsico• However if it enters the market of advertising through apps the major competitor is

RedBull racing app.

Thums up thunder race

Red bull air race

V/s

1.Racing game that allows to compete in single player mode.

2.Controls both by touch and motion sensing

1.The air race game has only air racing(though red bull has different games for different types of racing they all would take up large memory and a consumer won't download all) my app would have it on all platforms cars air bike etc.2.Allows to share progress on social media3.Allows to compete in multiplayer. Local area gaming allowing people to compete when they are on the same network.4.Upgrades on planes and cars via credit card purchases5.provide details and facts of various worldwide racing events going on.

Parity

difference

• This is an entertainment app that lets people race among different circuits in different vehicles • Children of the age group 8-

13 are a major target as they do a lot of gaming on mobile • People who travel on a

daily basis can be seen playing mobile games to pass their time• Also the app is for racing

enthusiasts who follow worldwide events as it provide updates relating to racing events.

Company Customer• The company will get

the very needed source of mobile marketing and a new platform for promotion of its products as well as a source of challenge for the competitors like PepsiCo and RedBull.

collaborators• The collaborators would get the

chance to promote their stores by the renowned personalities who are involved in the marketing programs of the company.

Tactics

productFREE VERSION• Race in different vehicles. • Share progress• Multiplayer. • Local area gaming • Upgrades via credit card purchases• Details and facts of various worldwide

racing events

AttributesADDITIONAL FEATURES paid version• Fact library• All racing circuits accessible in the premium

version

COSTS• The cost of manufacturing the app its maintenance if we get it developed by

largest app companies, the “big boys” will be appoximately 500,000 $.

Services

brand

logo SloganTaste the Thunder

NAmeThums up Thunderracing

PriceFree version

This version will be free but upgrades and new circuits for racing can be brought by credit card purchases upto 50$

Paid versionThis version of the game will cost 39$ will provide additional features.In game purchases will be cheaper when compared to free version.

incentives• Each bottle of Thums

up will have a code entering it will help you earn XP which helps unlock new cars and tracks. • Also downloading the

app entitles you to one free 250 ml drink at some stores

• Special discounts on the outlets of collaborators to lure peope to them• Also they will get a

chance to advertise their stores by brand ambassadors of the company.

consumers collaborator

Communications & distributions

Online downloads

thums up bottles

QR codes on drink bottles to install the app

Social media

Links to install the app on social media pages

Downloads will be available on play and Ios platfoms

IMplementation

ProjectManager

Production ManagerTeam Leaders

and Staff

Marketing ManagerTeam Leaders

and Staff

Operations ManagerTeam Leaders

and Staff

IT Manager Team Leaders and Staff

Sales Manager

Team Leaders and Staff

Organisation

• A 3-tier team structure is required for this app.• High quality R&D is required to deliver the best to the user.• The Manager, HR and Manager, Public Relations must work closely to

identify potential collaborators like some prominent stores• An effective feedback mechanism is also required

Infrastructure

PROCESSES

Research and development to improve the app.

Extensive marketing to promote the app.

Social media to promote

the app through Facebook pages and

communities.

Proper Feedback

Mechanism to identify the

flaws and try and repair

them.

The bottles of Thums up can be used to market the

app to customers by printing QR codes.

Making schemes like

coupons provided on app

to avail discounts on some

stores.

Timeline

• The plan should be to release the app on some important day like 27th November because this is the day F1 final results are out and all grand prix end.

• The marketing for the app should start at the start of the grand prix season i.e in March

• The premium version to be given free to the first 100 down loaders. This work to commence at least 1 week before the release.

• The launch of the app must be backed by publicity using posters on social media, cold drink bottles, television, etc.

DisclaimerThis presentation was made by Pranjal Dixit IIT Kanpur during a marketing intern under

Prof. Sameer Mathur IIM Lucknow.(See www.IIMInternship.com)