Coca Cola India“Little drops of joy”

GROUP MEMEBERS:-

• Manali Gandhi• Rama Mishra• Shashank Chauhan

Introduction

• Coca Cola was founded in 1886 by pharmacist John Stith Pemberton.

• It is worlds leader in beverage retailer ,manufacturer and marketer of non-alcoholic beverage concentrates and syrups.

• Providing employment nearly about 92800

• It was reentered in India in 1993 with it brand name Coca Cola.

Products Offered in India

• Coca Cola • Thums Up • Sprite • Limca • Minute Maid Pulpy Orange • Mazza • Kinley • Georgia

Market Segmentation

What is Segmentation?

Segmentation Of ThumsUp

• Adults

• Strong Taste

• Rural

Targeting

• What is Targeting ?

Targeting Of ThumsUp

• Youth Aged between 30 – 45

• Rural Area

• Strong Taste for people who thing Coke and Pepsi are mild Brand.

IS THERE A NEED TO CHANGE THE ‘TARGET CUSTOMER SEGMENT’ & ‘POSITIONING’ OF “THUMS UP”?

“NO”

• 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.

Reasons for not changing TG

Products & Brands

Product Brands

Emphasis on product benefits

Emphasis on product benefits and emotional benefits

Easy to replicate Difficult to replicate

Provides short term gain Provides long term gain

• 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.

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.

Brand Positioning

Period Brand Positioning tag Line

1977-80 Refreshing drink, happiness

Happy days are here again

Mid 1980’s Masculine I am the thunder

1988-1993 Masculine Taste the thunder

1993-95 Coke ignored the brand

1995-2006 Masculine, Confident, Adventurous

Taste the thunder

2006- present Masculine, Playful, Humorous, Confident

Taste the thunder

Brand TrackingBrand Tracking

Masculine Feminine

Carbonation level High

Carbonation level Low

Thums-up

PepsiCoke Fanta

Mountain Dew

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.

• 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

Reasons for continuing current positioning

The Way forward withCurrent positioning

•Increase awareness through campaigns similar to past onesRoute 1

•Increase customer base, awareness and interest through association with online gamingRoute 2•Promote consumer brand experience, consumer loyaltyRoute 3

Routes

Emphasizing the current positioning

ROUTE 1

• 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

Marketing Objective

• 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)

Creative Strategy

• The existing spread would be used between TV, Print, outdoor and Radio

• Social media– blogs, twitter etc.– Flickr, Picasa– Facebook

Media Planning

Taste the thunder

Consumer Promotion – Online Gaming

ROUTE 2

• 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

Marketing Objective

• Youth interested in virtual reality games in action/adventure genre

• Typical profile:– A male from the top 8 metros & nearby tier 1,2 cities– Average age 22– Belongs to the affluent SEC A– 60+% of total gamers play games in Action/adventure

genre– Youth who follow virtual reality gaming contests

Target Group

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

Action & reward

• 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

.Media Planning

• Models in various stages of battle with tech weaponry–Male traits like aggression, strategy depicted–Armory/weaponry depicted

Creative Strategy

Consumer Promotion –Outdoor

ROUTE 3

• 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

Marketing Objective & TG

• Auditions would be conducted in the aforementioned 8 cities

• The final 5 get a chance to perform stunts judged by Akshay Kumar

• The winner gets a chance to act in a • ‘Thums Up’ commercial with Akshay Kumar

Action & Reward

• Higher proportion of media budget would be allocated to T.V. and Radio

• Print and Social Media marketing

Media Planning

• Models doing extremely exaggerated, difficult stunts to reach the Thums Up bottle

Creative Strategy

•Increase awareness through campaigns similar to past onesRoute 1

•Increase customer base, awareness and interest through association with online gamingRoute 2•Promote consumer brand experience, consumer loyaltyRoute 3

Which route do you prefer?

• 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

Think Free recommends #3

• 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.”

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.