Coca Cola India document discusses Coca Cola's products and brands in India, including Thums Up. It analyzes Thums Up's target customer segment and positioning. Three options are proposed for continuing Thums Up's current positioning: 1) emphasizing current positioning through daring social media campaigns, 2) associating the brand with online gaming through tournaments, and 3) outdoor promotions allowing consumers to experience stunts and brand. The document recommends the third option to improve consumer interaction and brand loyalty.

1. Coca Cola India“Little drops of joy”

2. GROUP MEMEBERS:-Manali GandhiRama MishraShashankChauhan

3. IntroductionCoca Cola was founded in 1886 by pharmacist John Stith Pemberton.

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

5. Providing employment nearly about 92800

6. It was reentered in India in 1993 with it brand name Coca Cola.Products Offered in IndiaCoca Cola Thums Up Sprite LimcaMinute Maid Pulpy Orange MazzaKinleyGeorgia

7. Market SegmentationWhat is Segmentation?

8. Segmentation Of ThumsUpAdultsStrong TasteRural

9. TargetingWhat is Targeting ?

10. Targeting Of ThumsUpYouth Aged between 30 – 45Rural AreaStrong Taste for people who thing Coke and Pepsi are mild Brand.

12. IS THERE A NEED TO CHANGE THE ‘TARGET CUSTOMER SEGMENT’ & ‘POSITIONING’ OF “THUMS UP”?“NO”

13. Reasons for not changing TGBetween 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.

14. Products & Brands

15. Brand PositioningInitially positioned as a refreshing drinkThe 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 PositioningThe 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.

17. Brand TrackingBrand Tracking

18. Carbonation level HighThums-upPepsiFeminineMountain DewMasculineCokeFantaCarbonation level Low

19. Brand personality developmentInside 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 positioningBrand “Thums Up” has done quite well over the years & changing Positioning might affect its salesCustomers 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

21. The Way forward withCurrent positioning

22. Routes

23. ROUTE 1Emphasizing the current positioning

24. Marketing ObjectiveContemporizing the existing theme of campaignsConcentrate on increasing awareness and reachTarget group would primarily be males in the age group of 12 – 35Click a picture of self doing something adventurous/ daringThums up in picture

25. Creative StrategyThe campaign would be run with multiple themesEach theme would stress on a particular masculine traitAggression (gaming)Adventure (cliff hanging)Sport (cycling, horse riding)

26. Media PlanningThe existing spread would be used between TV, Print, outdoor and RadioSocial mediablogs, twitter etc.Flickr, PicasaFacebook

28. Taste the thunder

29. ROUTE 2Consumer Promotion – Online Gaming

30. Marketing ObjectiveAssociation of brand Thums Up with Online gamingSpread brand awareness among online gamers and gaming lovers in IndiaThums Up brand’s association with confidence, adventure and masculinity is maintained

31. Target GroupYouth interested in virtual reality games in action/adventure genreTypical profile:A male from the top 8 metros & nearby tier 1,2 citiesAverage age 22Belongs to the affluent SEC A60+% of total gamers play games in Action/adventure genreYouth who follow virtual reality gaming contests

32. Action & rewardAction & RewardScreening rounds in 8 cities where gamers will compete against each other to progress to the next roundPrizes will include gaming devices for finalists and opportunity for winners to participate in CPL Gaming Championship in the USFree sampling of Thums Up at the venuesSpot contests for audiences and merchandise given away

33. Media Planning.Print MediaAdvertisements in National dailies announcing the campaignAdvertisements in local dailies where the screening rounds are carried outTelevisionAn advertisement announcing the campaignSocial MediaLive updates about the progress of the tournament on social networking websitesContests for audience to be announced on social media to increase the traffic of target audienceOnlineVideos uploaded of thrilling moments of the game on vide hosting websitesLive streaming of finals will be available for viewingCampaign promotion advertisements on ibibo.com

34. Creative StrategyModels in various stages of battle with tech weaponryMale traits like aggression, strategy depictedArmory/weaponry depicted

35. ROUTE 3Consumer Promotion –Outdoor

36. Marketing Objective & TGIncrease awareness and interest among TGExperience the ‘Thums Up’ promiseConsumers will ‘live the brand’TG would be pan India youth between 18 35Promotion would be active in 4 metros, Pune, Chandigarh, Hyderabad, Bangalore

37. Action & RewardAuditions would be conducted in the aforementioned 8 citiesThe final 5 get a chance to perform stunts judged by Akshay KumarThe winner gets a chance to act in a ‘Thums Up’ commercial with Akshay KumarMedia PlanningHigher proportion of media budget would be allocated to T.V. and Radio Print and Social Media marketing

38. Creative StrategyModels doing extremely exaggerated, difficult stunts to reach the Thums Up bottle

41. Which route do you prefer?

42. Think Free recommends #3Improving the consumer interaction with brand, thus improving brand loyaltyPromoting the Thums Up experience and giving the consumer a chance to live the experienceA 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. ConclusionBrand 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.