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Thums Up Case Study

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He got it so right that even today Thums Up remains the largest selling cola brand in India with an estimated share of 15.5 per cent of the Rs 14,000-crore carbonated beverage market.In the early pre-Coke days, Thums Up positioned itself as a Refreshing Drink and refrained from using the word Cola. Some popular tag lines were ‘Thums Up Makes it Great’ and ‘Happy Days are here Again.’ It was important to position itself as a cool choice to catch the attention of the urban youth. There were others in the aerated markets like Campa Cola, Dukes, Double Cola but Thums enjoyed a near Monopoly. The grapevine in the market was that Coca Cola would kill brand Thums Up and the usual Coke Vs Pepsi battle would be played out in India as it does in the rest of the world. The Positioning of the brand was also altered radically. It moved towards a more individualistic, masculine positioning. This was in line with the relatively stronger taste that it had. This change in the mid 90’s was perfectly timed with the new found confidence in the Indian male. Males were in any case the primary consumers of Thums Up. An outdoor, adventurous, alpha male representation was the right …show more content…

Reaching out BIG to it 's people... Today, estimates give Thums Up 16 percent market share, with soft drinks Sprite at 15 and Pepsi at 13. Coca-Cola just re-invested in Thums Up’s 20-year-old “Taste the Thunder” campaign, naming actor Salmaan Khan as new brand ambassador. In today’s scenario, amongst all the carbonated drinks Coca-cola occupies about 58% market share in India in which Thums-up is the premier selling brand with a market share of about 15% of the total CSD market where as Pepsi is the second brand with 36%. The local guy, Thums Up, ultimately won the mythical fight for Indian cola supremacy against Pepsi and Coca-Cola. It’s an unusual case of David and Goliath having a pre-fight meeting, deciding everybody would be better off with David as the local hero, calling off the battle, and then teaming up to beat the other guys. 2.

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