2. Executive Summary
It was introduced
in 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.
3. Company Overview
During the 1970s, American cola giant Coca-Cola abandoned
operations
Following this, the Parle brothers, along with then CEO Bhanu
Vakil, launched Thums Up as their flagship drink.
Coca-cola brought the brand in 1983
4.
5. Situation Analysis
Competition scenario
THE 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
14. • 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
15.
16. Target Market
Thums up has been positioned as the “strong tasting cola for
todays young adult males from Sec a,b,c households between
17. 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
18.
19.
20.
21. 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.
27. collaborators
The Company is a leading
member of AIM-
PROGRESS, a forum of 30
FMCGs assembled to
enable and promote
responsible sourcing
practices through
collaboration
28.
29. • 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.
31. 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 media
3.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 purchases
5.provide details and facts of various worldwide racing events going on.
Parity
difference
32.
33. • 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.
CompanyCustomer
• 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.
34.
35. product
FREE VERSION
• Race in different vehicles.
• Share progress
• Multiplayer.
• Local area gaming
• Upgrades via credit card purchases
• Details and facts of various worldwide
racing events
Attributes
ADDITIONAL 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 $.
Services
37. Price
Free version
This version will be free but upgrades and new circuits for racing
can be brought by credit card purchases upto 50$
Paid version
This version of the game will cost 39$ will provide additional
features.
In game purchases will be cheaper when compared to free version.
38. 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
39. 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
40.
41. Project
Manager
Production Manager
Team Leaders
and Staff
Marketing Manager
Team Leaders
and Staff
Operations Manager
Team Leaders
and Staff
IT Manager
Team Leaders
and Staff
Sales
Manager
Team Leaders
and Staff
Organisation
42. • 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
44. 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.
45.
46. Disclaimer
This presentation was made by Pranjal Dixit IIT Kanpur
during a marketing intern under Prof. Sameer Mathur
IIM Lucknow.
(See www.IIMInternship.com)
