10. Targeting Of ThumsUp Youth Aged between 30 – 45 Rural Area Strong Taste for people who thing Coke and Pepsi are mild Brand.
11.
12. IS THERE A NEED TO CHANGE THE ‘TARGET CUSTOMER SEGMENT’ & ‘POSITIONING’ OF “THUMS UP”? “NO”
13. Reasons for not changing TG 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.
15. 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.
16. Brand Positioning 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.
19. Brand personality development Inside out approach. Thums up “has unusually high carbonation” it goes very well with the Indian taste buds. Not everybody can drink Thums up(due to its strong carbonation) but the people who like it don’t settle for anything less.
20. Reasons for continuing current positioning Brand “Thums Up” has done quite well over the years & changing Positioning might affect its sales Customers in the age group of 12 to 35 years associate themselves with the “macho” image portrayed by “Thums Up” Very difficult for the customers other than those in 12 to 35 years to associate themselves with the “macho” image of “Thums UP”; hence exclusivity for target segment
24. Marketing Objective Contemporizing the existing theme of campaigns Concentrate on increasing awareness and reach Target group would primarily be males in the age group of 12 – 35 Click a picture of self doing something adventurous/ daring Thums up in picture
25. Creative Strategy The campaign would be run with multiple themes Each theme would stress on a particular masculine trait Aggression (gaming) Adventure (cliff hanging) Sport (cycling, horse riding)
26. Media Planning The existing spread would be used between TV, Print, outdoor and Radio Social media blogs, twitter etc. Flickr, Picasa Facebook
30. Marketing Objective Association of brand Thums Up with Online gaming Spread brand awareness among online gamers and gaming lovers in India Thums Up brand’s association with confidence, adventure and masculinity is maintained
31.
32. Action & reward Action & Reward Screening rounds in 8 cities where gamers will compete against each other to progress to the next round Prizes will include gaming devices for finalists and opportunity for winners to participate in CPL Gaming Championship in the US Free sampling of Thums Up at the venues Spot contests for audiences and merchandise given away
33. Media Planning . Print Media Advertisements in National dailies announcing the campaign Advertisements in local dailies where the screening rounds are carried out Television An advertisement announcing the campaign Social Media Live updates about the progress of the tournament on social networking websites Contests for audience to be announced on social media to increase the traffic of target audience Online Videos uploaded of thrilling moments of the game on vide hosting websites Live streaming of finals will be available for viewing Campaign promotion advertisements on ibibo.com
34. Creative Strategy Models in various stages of battle with tech weaponry Male traits like aggression, strategy depicted Armory/weaponry depicted
36. Marketing Objective & TG Increase awareness and interest among TG Experience the ‘Thums Up’ promise Consumers will ‘live the brand’ TG would be pan India youth between 18 35 Promotion would be active in 4 metros, Pune, Chandigarh, Hyderabad, Bangalore
37.
38. Creative Strategy Models doing extremely exaggerated, difficult stunts to reach the Thums Up bottle
42. Think Free recommends #3 Improving the consumer interaction with brand, thus improving brand loyalty Promoting the Thums Up experience and giving the consumer a chance to live the experience A nationwide appeal
43. 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.”
44. Conclusion Brand understood his insecurities and his anxiety, his determination to survive, and his desire to succeed. This was probably the strongest concept in Indian advertising that connected to the young Indian male.
Editor's Notes
Source for data: Report on Gaming in India, IMRB, December 2009- Average age is closer to youth (22) cause elder players play when they have time (they mite be working)
Probable games will belong to action/adventure genre
This campaign would be promoted heavily on social media
