Thums Up Soft Drink Brand Analysis

Thums Up Soft Drink Brand Analysis Launched in India by Parle Agro Pvt. Ltd. Now owned by Coca-Cola. Until leaving India in 1977, Coca Cola was the nations leading soft drink. It was around that time that the Chauhan brothers launched Thums Up, Parles flagship cola drink. The Tough Mans Cola quickly went on to become a nationwide success, dominating smaller players like Campa Cola, Double Seven and Double Cola for over a decade. But all that changed in 1993 for that was when Coca Cola re-entered the Indian market and Pepsi launched here too. Background: Thums Up is a carbonated soft drink (cola) admired and biggest selling brand in India, where its valiant, red thumbs up logo is widespread. Earlier the logo of Thums Up was a red thumbs up gesture of hand with one-sided white sans-serif typography. This would later be tailored and modified by Coca-Cola with giving some blue strokes and a more advance and modern-style. The main motive behind changing the logo was to lessen the dominance of red colour in the signage. Brand Identity of Thums Up: Iconic, victory, celebration, proactive Happiness, brave, excitements Thums Up, Red color, logo Macho, Masculine, adventurous, cool Masculine, risky, courageous Macho, refreshing, adventurous, joyfuluntitled Stage at Product Life Cycle: Thums Up has seen all the stages of product life cycle except decline stage, starting from introduction. When the Brand was doing well, it was taken away from the market because it was giving stiff competition to Coca-cola but Coke had to bring out the brand again to attack all the promotional policy of Pepsi and it was introduced once again. If we talk about current scenario, thums Up is at its Maturity stage. It has grown like anything, has been successful in attracting more and more number of customers and now it has a huge market share. The brand has been successful in capturing the minds of the consumers. Now, all the communication policies of the brand is all about informing consumers that the brand is in the market and doing well. The objective of the communication policy of the brand is to remind people about the strength and status of the brand SWOT Analysis: Weakness Negative Publicity Decline in cash for operating costs No autonomy Strength Strong brand image Good marketing tools Strong distribution channels Different taste Brand loyalty Reasonable price Threat Cut- throat competition New entrants Government regulations Economic instability Health Issues Market instability Opportunity Growing Market Acquisitions Innovation Overtake competitors Creative marketing tools Market Scenario: Thums Up has enjoyed a near monopoly with a much stronger market share often beating its other rivals like Camp cola, Double seven and Dukes, but there were many small regional players who had their own market. It was one of the major advertisers throughout the 1980s. In the mid-80s it had a brief threat from a newcomer Double Cola which suddenly disappeared within a few years. Pepsi was the first company to come to India In 1990, when the Indian government allowed the market to multinational companies Thums Up went up against the worldwide giant for a strong ambush with neither side giving any quarter. When Pepsi had starred with famous bollywood actress like Juhi Chawla, to frustrate the Indian brand, Thums Up focussed on cricket sponsorship. Things became even more complicated when Coca-cola re-entered India after its absence from 1977 to 1993. Now the fight became a three-way battle. But Things got changed post liberalization, when Thums Up was facing unbendable and stiff competition from coke and Pepsi both. But After all this happening, owners of Parle Agro, finally sold Thums Up to Coca-Cola. Relaunch of the product: When Thums UP was sold off to Coca-Cola, it in fact tried to kill Thums Up, but later on they sensed that Pepsi would be more benefitted than Coke if they withdrew Thums Up from the market and Coke decided to use Thums Up against Pepsi to thwart the brand. By this time, Coca-cola had about 60.5% share in the Indian soft-drink market but if they would have withdrawn Thums Up from the market the market share would have remained 28.72% only. Hence it once again launched Thums Up brand targeting the 30 to 45 year olds. In todays 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%. Communication strategy after Re-launch After entering again into the market the brand was re-positioned as a manly drink, stressing on its strong and bitter taste qualities. Thums Up kick-started an forceful and aggressive campaigns directly targeting Pepsis TV ads, showcasing the strength of the drink in the hope that the representation of an adult drink would attract more young consumers. Grow up to Thums Up was a triumphant and amazing campaign done by Thums Up and because of this campaign the market share of the brand soared. The brand became unbreakable and resilient Positioning: Earlier Thums up was positioned as a refreshing cold drink, with having slogans such as Great and Happy Days are here Again but after this it was around post-1996 that the brand decided to move towards a more idiosyncratic, manly positioning. Having all odds Thums Up has enjoyed a market share of around 30% at the time, but Coca-Cola has always focused all its money and resources on promoting the Coke brand. The latest thums up 2010 ad has an attitude that is I will do anything for Thunder which shows the enthusiasm and adventurous nature of males. The different types of positioning opted by the brand in several times are as follows: Time duration Brand positioning Tag line 1977-1980 Joy, Refreshment, Happiness Happy days are here again 1981-1987 Masculine I am the thunder. 1988-1992 Masculine Taste the thunder 19993-1995 Back out from the market 1995-2006 Confidence, masculine, Adventurous Taste the thunder 2006 onwards Confidence, Masculine, cheerful Taste the thunder Current Marketing plan Even after 13 years, Thums up is sold more than Pepsi and Coke. The brand has refused to die because of its strongness and attitude involved in it. The brand personifies victory, achievement and celebration. Thums Up is our very own Indian brand. The brand is very popular amongst Maharashtra, Andhra Pradesh, West Bengal, Gujarat, UP and Karnataka where Andhra contributes 30% of the total sales. Coke has always promoted Thums Up half heartedly but even after all mess up, the brand has stood strong and everlasting . May be it is on the part of consumers that they are not willing to let go the brand. This brand has got an iconic status. It is a classic case where the customers have the ownership of the brand. If Coke would have promoted the brand in most efficient manner, Pepsi did not have a chance to enter and compete in Indian cola market. Coke could have ruled and became the market leader in India only with Thums Up. Now, Coke is trying to have a separate market for Thums Up. Coke is trying to play the regional game through which in those areas where sales of coke is strong, Thums Up is withdrawn slowly. Thums Up Launches New Ad Campaign Yeh Toofan This summer, Thums Up, one of Indias most iconic and the largest soft drink brand, is all set to storm fans with a new Taste the Thunder communication initiative- Yeh Toofan. In the latest campaign, Bollywood Super Star and Thums Up brand Ambassador, Akshay Kumar reminiscences about the several thunder packed action stunts for his favorite bottle of Thums Up. The communication takes the I will do Anything for my thunder attitude to the next level, where Akshay is seen, back in thick of action, performing some adrenalin pumping action such as crashing through the window of an exploding high rise, snatching a Thums Up bottle from jaws of a vicious alligator, taking on a mob of angry gangsters to swimming through strong rapids. This campaign first got previewed to the Thums Up fans on Facebook and then releases on mass media channels. Internet Marketing done By Thums Up: Honestly, Thums Up is a brand does not use the power of internet marketing. Their main motive is to reach out mass public by using mass media tools of promotion. They have focussed more on TVCs and OOH media. In the field of internet marketing, I could find only following steps taken by the brand: All the ads of the company are uploaded on YouTube. They are using social media as in Facebook for awareness but the extent is very low. They are having Search Engine Optimisation to an extent because while searching for data related to Thums Up, I was getting the links related to Thums Up but still a lot can be done in this field. All the latest updates about the brand come on internet on regular basis There is no separate website of the brand. It comes under Coca-Cola as a sub brand. What can be done-? Now, as we can see that the company does not promote itself on internet and it feels also that there is no use of it. Frankly speaking thums Up is doing great in the market but in this situation of cut-throat competition, a lot can be done on internet to create buzz and to get competitive advantage. As we all agree that this age has become word of fingers instead of word of mouth, Thums up as a big brand should utilise the power of internet in current scenario. Developing their own website: Thums Up should have its own website, where they can separately calculate the hits by using web analytics. On their website, they can demonstrate their latest ads, new packaging, history of the brand and all related information can be found on that website only. Using Social Media: Thums Up being a youth product, must use social media as one of their promotional tool. They can have application related to the brand; they can have games related to the brand. One idea can be that they develop a quiz related to the latest updates of Thums Up and they offer prizes to the winner. Search Engine Optimisation: Thums Up uses this technique as promotion tools but not in an effective way. When I was looking for the Internet marketing plan of Thums Up, I was getting every data related to Thumbs Up, which was very irritating. So, I think they should focus on this and try to get the keywords as perfectly as possible. Search Engine Ads: Thums Up doesnt go for any ads on Google. I think they can have collaboration with any food place, restaurants etc and along with their ad, Thums Up can promote itself. Email Marketing: Thums Up can use email marketing for increase in its sales. They can directly contact the people who are involved and have the authority to make decisions. For example, they can target colleges and all. Where they can interact with the higher authority through emails and can get the orders. If they allow, Thums Up can have its stall or counter in the colleges and offices. From a brand that was virtually unchallenged to a brand that was stifled, Thums Up stormed back after a near death experience. The brand proves that its strength lies not just in its taste but also in its performance. The grown up tag is an enduring one and will probably counter Pepsi for a while to come.

Moral achievements during adolescents Essay

The adolescent period is marked by a number of physical and emotional changes for individuals. During this period, an individual strives to move from the identity that is dependent on parental and societal influence in to one that is determined by the individual. The purpose of this paper is to review the moral developments during this period of identity formation, and whether it is an entirely free process. To do this, the paper will rely on selected literature to study the various dimensions related to the issue. Introduction One of the hallmarks of adolescence is the search for identity. At this stage of human development, the individual attempts to cultivate a personal identity that will act as the basis for person’s future life. Consequently, this stage is mostly marked by defiance and general non conformity, which happens as one tries to explore practices that are not necessarily in line with both societal and familial norms and expectations. Although important, the search for identity may be a source of discord between an individual and the family or society. The discord may become a source of antagonism between the individual and the society, but more importantly, it may lead to a realization of moral consciousness for the adolescent. In the context of this paper, the word moral shall be taken to be what one perceives right or wrong based on personal conscience. In that regard, moral achievement refers to positive changes in conscience one undergoes during the adolescent period. The paper will be based on selected literature available on the subject. It is however worth noting that the subject under discussion is a multidimensional one, and for that reason, the paper will confine itself to those dimensions covered in the literature as a way of ensuring systematic coverage. The paper will study coping socialization agents, drug use, parental influence on school disposition and identity problems. These are some of the dimensions related to moral achievements. However, even though an individual is supposed to develop a personal identity during this period, the resulting identity is always influenced by external factors such as that from peers, societal and parental influence. Coping Coping refers to an individual’s ability to appropriately react to situations as they arise. Adolescents, like all the other human beings experience adjustments and extensive stressors. According to (Garcia, 2009), some of these stressors and adjustments include dealing with peer relationships, physical and emotional changes that an individual experiences during the period, family dynamics, poverty and crime. Proper coping means that the adolescents must be able to deal with these challenges with resilience and show positive health outcomes (Garcia, 2009). An adolescent achieves cognitive and moral development in a set of three stages. According to (Garcia, 2009), these stages are assimilation, accommodation and equilibration. In addition to these strategies, the adolescent develops critical thinking and information processing, which enables for gradual development of the mind in an adult like thinking one. Guided by the newly acquired traits of critical thinking and information processing, the individual moves away from what they conceive as parental influence and set out to develop their own way of approaching life. At this stage the individual is torn between peer influences and conformity with parental expectations. According to (Garcia, 2009), a well coping individual should be able to develop a healthy identity, which is one developed by the individual as opposed to one imposed by peers or parents. An important element related to coping developed during the adolescent period is the coping strategy. Most prominent of these strategies, according to (Garcia, 2009) is problem solving or help seeking. In other words, during this period, the adolescent will develop coping strategies. In the study, (Garcia, 2009) undertook a study of literature related to the general subject of coping. The study identified coping as coping as one of the key pillars in the health of adolescents. The study found that unhealthy coping strategies lead to unhealthy mental health states such as depression and exhaustion. It is therefore important that during adolescence one develops appropriate coping strategies towards various stressors and adjustments. Religion, peer pressure and drug use These issues are related to search for identity. At this stage, the individuals experiment with new religions, try different types of drugs, which may all be a result of succumbing to influences from peers. According to a survey reported by (Bahr & Hoffman, 2008), 22% of youths admitted having used cigarettes, while another 45% had used alcohol, with another 30% reporting being drunk and 18% acknowledged using marijuana. This was a survey done on high school seniors, most or all of who are in the adolescent stage. The finding is a pointer to how life is volatile for the adolescent. (Bahr & Hoffman, 2008) further notes that there is a negative correlation between religiosity and drug use. In a way, the report endorses religion as a way of reducing drug use because youths with religious affiliations showed less affinity to drug use. To justify this correlation, the study uses social control theory. According to the theory, deviance is more of a natural act while conformity is not. It then follows that religiosity brings in prosocial controls that encourage individuals to conform. Without it, the individuals would follow their natural instincts, which would mean becoming defiant. The other theory used by the report is social learning theory. From the perspective of social learning theory, the religious groups take precedence over friends and family on matters concerning drug use so that instead of individuals picking this habit from them, they are taught by the church (Bahr & Hoffman, 2008). After establishing theories to explain correlations, the study of (Bahr & Hoffman, 2008) notes some control variables such as gender and race and then goes ahead to carry out a survey to validate the hypothesis. The result found a negative correlation on religion measured against cigarettes, heavy drinking and marijuana. The results on other illicit drugs were inconsistent and therefore inconclusive. From the study however, it clear that adolescents can, to an extent, be protected from drug use by being encouraged to take up religiosity. Socialization for adolescents Within an adolescent’s life, there are several agents of socialization. Among these are school, family, peer groups (friends) and community. (Arnon, Shamai, & Ilatov, 2008) did a research in which peer pressure was examined and its effects compared with those of the other agents such as family, school and community. The researchers’ decision to focus on peer influence is premised on the fact that as people approach adolescence, they tend to move away from parents, religious institutions and other official socialization institutions within the community. That therefore leaves peers as the most significant influences at this point because the youths will tend to spend more time with them at the exclusion of the other socialization agents. The study also relies on social theory to explain the influences of peer groupings. Although the study notes the negative influence of peers, it nevertheless notes that it is important for peers to move away from parents for them to develop an independent identity. What the study finds negative is the tendency of the peers to move from parental influence in to conformity towards peer expectations. The identity so obtained will not be a healthy one according to the earlier noted definition. From the study, it emerged that peer groups were the most influential followed closely by family. Other agents, notably school and community only provided secondary influence. It is therefore clear that adolescents submit themselves to be influenced by peers and other socialization agents. Taking in to account the context of this paper, one can conclude that an adolescent’s moral achievement will largely be dictated by the kind of socialization agents in play during the period. Identity problem symptoms in adolescents (Berman, Weems, & Petkus, 2009) defines identity disorder as the inability of an individual to accept aspect oneself. A person is deemed to an identity disorder if for one reason or another, the individual cannot accept certain or all aspects related to his persona. Consequently, the individual becomes predisposed to self denial leading to a form of distress, which may manifest itself in a number of ways. Some of the areas of concern related to this problem, as listed by (Berman, Weems, & Petkus, 2009), include career choice, sexual orientation, friendship and religious identification. The research underscores the importance of identity disorder by citing the fact that the problem is listed Diagnostic and Statistical Manual of Mental Disorders (DSM IV) criteria for mental disorders. The importance of identity formation is identified by Erik Erikson as crucial process in young adults because it does provide one with a future direction while at the same time giving a sense of continuity from the past (Berman, Weems, & Petkus, 2009). Adolescent’s search for identity is characterized by two dimensions; exploration and commitment. The two dimensions can be combined by the individual differently so as to come up with differing identity statuses. For instance, one of the statuses is known as achievement. An individual with this kind of status has a high exploration and commitment tendencies. Such kinds of individuals tend to be less predisposed to identity disorders. The aim of the study was to show that trouble with identity fit the definition necessary for them to be termed as disorder. Currently, issues related to identity crisis are classified as problems and not disorder, and have consequently been downgraded within the DSM hierarchy. The downgrade is symbolic because the hierarchy is used by various medical stakeholders such as insurance companies and medical practitioners to determine priority in terms of coverage and treatment. The study found that 14. 3% of the sample met DSM IV criteria for identity problem (Berman, Weems, & Petkus, 2009). It goes to show that the current classification of the problem is unfair because it underestimates its effects. The study then attributes the rise in the identity problem to increased globalization and immigration, which has subsequently led to more clashes between different cultures and more confusion. Moral achievement in as far as identity formation is therefore dependent on how the youth is able to cope with the increase cultural diversity (or clashes) and globalization. Parental influence and its role in on student’s attitude towards school Parents have a role to play in influencing the attitudes children adopt towards schooling. (Annear & Yates, 2010) did a study on how parents influence the children’s disposition towards school. The study drew from a number of aspects of parenting related to schooling such as perceptions of a child’s potential, monitoring and control, level of affect and focus on a child’s ability. The study takes the view that authoritarian kind of parenting was likely to result in lower grades as opposed to parents who allowed their children to undergo the normal process of socialization. It refers to the authoritarian type of parenting as restrictive parenting while for the more liberal parenting, the term used in autonomy support. The study used a sample made up of both parents and students to come up with its findings. The only variable within the study was whether the parent in question was a mother or father. Generally, the study found that autonomy support to have favorable results both in terms of grades and disposition. Further to that, the study found additional side effects of restrictive parenting as sadness, depression and loneliness. Conclusion From the foregoing, it clear that extraneous factors are more responsible at determining an individual’s moral achievement during adolescents. Ultimately, an individual will be responsible for shaping the direction life will take after breaking free of childhood dependencies and parental influence. It however emerges from the paper that even as one breaks free of these influences in search of individual identity external influence is not extinguished, rather, it is just transferred from one entity to another. Implied here is the fact that freedom from childhood dependencies does not mean complete freedom. In an ideal situation, approaching adulthood would mean that one gets to chart the future devoid of external influences so that the individual can claim full credit for the personality developed thereafter. However, that postulation is invalidated by the paper. Theories such as social learning and social control theory would have no place in an adolescent’s world or an adult’s world was that assumption to hold water. This paper limited itself to the adolescent ages between 12 and 18 years, and may not have sufficient grounds to make any inferences concerning post adolescent life. However, this matter can also be extrapolated, to some extent. Given that individuals at adolescence have partially entered adulthood, it also follows that adolescent behavior is not far from adult behavior. For that reason, it is safe to assume that adult behavior will also be subject to influences from external sources, and especially, socialization agents. Bibliography Annear, K. D. , & Yates, G. C. (2010). Restricitve and supportive parenting: Effects in children’s school affect and emotional responses. The Australian Educational Researcher , 63-82. Arnon, S. , Shamai, S. , & Ilatov, Z. (2008). Socialization agents and activities of young adolescents. San diego: Libra publishers. Bahr, S. J. , & Hoffman, J. P. (2008). Religiosity, peers, and adolescent drug use. Journal of Drug Issues , 743-770. Berman, S. L. , Weems, C. M. , & Petkus, V. F. (2009). The Prevalence and Increamental Validity of Identity Problem Symptoms in a High School Sample. Child psychiatry and human development , 183-195. Garcia, C. (2009). Conceptualization and measurement of coping during adolescence: A review of the literature. Journal of Nursing scholarship , 166-185.

Bernie Sanders For President The Presidential Election

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Hamlet Essay - 1107 Words

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Critics have analyzed it word for word for nearly four hundred years, with each generation appreciating Hamlet in its own way. While Hamlet conforms, without a doubt, to Aristotles definition of a tragedy, one question still lingers. Did Shakespeare intend for the reader or viewerRead More Hamlet Essay599 Words   |  3 PagesThe Revenge of Prince Hamlet nbsp;nbsp;nbsp;nbsp;nbsp; nbsp;nbsp;nbsp;nbsp;nbsp;Shakespeare’s, Hamlet, is a wonderfully written play that has many tangled webs of lies, betrayal, and revenge. The play starts off with the death of Hamlets father, the king. One night Hamlet sees the ghost of his dead father. The ghost speaks to Hamlet and tells him that he was killed by Claudius. Claudius, who is Hamlets uncle, has recently become the new king and as well married Hamlets fathers wife, GertrudeRead MoreHamlet Allusions1079 Words   |  5 PagesResearch paper hamlet INTRO Hamlet is a tragedy by William Shakespeare where the main character, Hamlet, Thesis: In William Shakespeare’s Hamlet mythological and biblical allusions informs us of Hamlet’s inevitable fall. Throughout the play, Hamlet uses many mythological allusions to show his feelings towards other characters such as Claudius, Gertrude and the old king as well as inform us of his â€Å"fall†. After Queen Gertrude is re-married to Claudius, Hamlet shows his