The Never Ending Cycle: A Study on the Evolution of Thums Up

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FS

Let me give you a story i enter a new market with 2 strong brands iam un sure about them i stop advertsing them and try to kill them and doesnt advertse it…

What will happen to the brand ???

I think the sales will dwindle.. what say ?? but despite all these things by me if it still has strong equity that means it has connect with the TARGET MARKET and IS FAMOUS Enough as despite being much more richer iam unable to kill that brand …

Now i decide that lets not kill the brand and relaunch it so ofcouse because of my foolishness the strong Brand which LOST its small market Will again become responsive ( part of target became temporarily dormant because i didnt put effort on that brand , but with advertising , i prevent them from getting permannetly dormant) .. isnt it ????
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Abvove those two strong brands in india were thums up and limca

and iam coca cola

despite all thsi if you dont want to understand i cant help

ITS CLEARLY TOLD AT MANY PLACES EVEN IN UR LINKS THAT COCA COLA WANTED TO KILL THUSM AND DUE TO LACK OF ADVERTISING AND THERE PLAN TO KILL IT , THE SALE CAME DOWN BUT IT STILL REMAINED BRAND LEADER ….

A BRAND DESPITE EVERYTHING BEING DONE TO KILL IT REMAINS TOP BRAND – ISNT THAT CLEAR ENOUGH TO KNOW ITS FAMOUS ???

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Here Read this
Coca-Cola acquired the immensely popular Indian soft-drink called Thumbs-Up and despite its huge national following, decided to kill the brand. So much was the public remorse for such a move that Coca-Cola was eventually forced to launch it back. And, Thumbs-Up has proven to be one of the star brands in Coke’s brand portfolio in India.

http://chinabusinessphilippine.....;Itemid=73

DONT ONLY READ SUPERFICIALLY READ IN DEPTH – THAT THERE WERE ALL ATTEMPTS TO KILL IT PUBLIC DEMAND FORCED COCA COLA TO BRING BACK THUMS UP ….

I odnt know what else u want to agree that it was famous always even before salman endorsed

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FS

“@Manish – The sale came down not due to lack of marketing but lack of Coca Cola’s interest to promote Thumps Up as they were more interested to promote their own brand”

Coca cola Wanted to kill Thums up so they didnt give marketing support to it .. no where i mentioned due to lack of expenditure .. read above comments again i said they didnt get marketing support , where even in main city like delhi Thums up wasnt available ….

So what doe slack of marketing means
- lack of advertising
- Lack of distribution network ONLY for thums up

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“the campaign of salman with thumps up to put down pepsi was successful, yes or no? the market share of thumps up soared while it was falling prior to it, yes or no?”

Yes But you again completely ignored the factors during fall(no advertsising and distrbution support) and during rise(both advertising and distribution support) ….

ITS AS SIMPLE AS THAT WHEN THEY WITHDREW MARKETING SUPPORT – SALES FELL but still it was preferred choice and leader (showing the strong hold and the trust it has from people)

THEN AS THEY STARTED PROMOTING IT AGAIN MOVED UP …..

So You actually CANT say it that SALLU MADE IT FAMOUS , the support withdrwl led to a bit of weakening and again giving the support strengthened it again

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” For that prove what you said about Akshay right… Your answer lies within your statement…”

Again if u see my comment i started with campaign thing and akshay , i never said it regarding sales… camapign worked because of image of akshay as daredevil – doing his own stunst adventourous and there tag line taste the thunder ….

THE SUCCESS OF CAMPAIGN IS THEREBY IN THE FACT THAT AKSHAY WAS SPOOFED IN PEPSI COMMERCIALS

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“Just prove me if akshay has taken it to high level how come its market share has decreased but when salman increased its market share how come he making it famous is wrong?”

When sallu was endorsing it before 2003 there was no report regarding pesticieds in soft drink in india plus juices havent taken over as an alternative to carbonated drinks .. so apart from interanl industry competiotion another competition came up

When akshay started it after 2003 , we had juices coming into the market as Competition to it in market as both are beverages and serve similar purpose BUT THE MAJOR THING WAS THE PESTICIDES REPORT

http://www.worldwatch.org/node/4493

Read it

and now read

Unfortunately the whole matter has come to a point where it is beginning to damage our business in India,” David Cox, Coca-Cola’s Asia spokesman, said in an interview. 2003

http://www.organicconsumers.or.....icides.cfm

PLUS

ENTERED JUICES IN TETRA PACK

so i hope this tells you the whole thing

, infact let alone thums up , the whole carbonated drink market has been declining off late

Infact when a product’s performance is reviewed its on two factors – internal environment and external environment .. internal is indfustry related and external is outside industry like that CSE report and damage plus juices taking precedence ..

I have given u in short the whole stuff
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“and so did you waste my more than 2 hours of office work in defense of your trap to put me down”

Trap tp put yopu down :’( why should i :-O

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“how come he making it famous is wrong?”

You can make a thing famous when its not famous while Thums Up was always famous and preferred brand in india ….

What you said is like like saying salman was made popular by dabangg or dabangg director before that he wasnt famous
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A brand can never work howsoever bigg a celebrity endorse it unless its targetted at right market with good promotional strategy and thums up was always targetted pretty u well(except period when coca cola stopped advertising and that was brief period even during that thums up maintained its numero uno position in indian market)…