Marketing Mix Of Thums Up and 4Ps (Updated 2024)

The Marketing mix of Thums Up analyses the 4Ps of Thums Up, including the Product, Price, Place, and Promotions. Thums Up is a soft drink and is associated with the beverage industry. It was launched in 1977 as a flagship brand by Parle Agro in India. It is a subsidiary of its parent company, The Coca-Cola Company. It is India’s market leader in the cola category and occupies nearly 42% of the total cola market share and 15% share in the Indian market related to aerated water. It faces stiff competition in both non-cola and cola markets from

• Pepsi
• Sprite
• Maaza
• Mountain Dew

About Thums Up

• Type: Thums Up is a carbonated soft drink
• Industry: Food and beverage
• Founded: 1977, India
• Founder: Ramesh Chauhan
• Headquarters: Mumbai, Maharashtra, India
• Area served: India and other parts of the world
• Current CEO: Aloke Bajpai
• Number of employees: Over 25,000
• Major Products: Thums Up, Limca, Gold Spot, Maaza, Parle Agro

Thums Up Product Strategy

Thums Up brand has always enjoyed brand loyalty and a sense of monopoly in the cola segment in India. It is a carbonated soft drink with a robust and fizzy taste.  Thums Up’s brand is synonymous with power, enthusiasm, and energy. It introduced a 300ml bottle titled MahaCola in its early years, which became very popular.

The new Product Mix of Thums Up in 2024 is as follows (Source).

1. Thums Up Regular: The original and classic version of Thums Up, known for its robust and high-caffeine content, gives it a distinct taste compared to other cola brands.
2. Thums Up Charged: A version of Thums Up that contains more caffeine and a more pungent taste than the regular Thums Up. It’s marketed as having an extra “charge” of flavor and energy.
3. Thums Up Charged No Sugar: A sugar-free version of Thums Up Charged, catering to consumers looking for the same intense taste and extra caffeine without the sugar content.
4. Thums Up Soft Drink: This term generally refers to the regular Thums Up cola but can also encompass the entire range of Thums Up products, including the abovementioned variations.

These products are part of Thums Up’s marketing strategy to cater to a wide range of consumer preferences, from those who prefer the classic cola taste to those who seek a more robust flavor or are conscious about sugar intake. Thums Up, a brand under the Coca-Cola Company, occasionally introduces limited-edition flavors or special packaging to show consumer loyalty and align product offerings with significant companies’ marketing campaigns or special events.

Thums Up Pricing Strategy

Thums Up employs a dynamic pricing strategy that reflects a deep understanding of its customers, target market, customers and market’s preferences, competitive landscape, and the value proposition of the brand, product features the brand itself. This strategy is multifaceted, catering to different segments within the market while ensuring the brand remains competitive and appealing to its loyal consumer base.

1. Penetration Pricing: Initially, Thums Up might have adopted a penetration pricing strategy to enter and capture significant market share within the highly competitive soft drink market in India. By setting prices lower than competitors, Thums Up aimed to attract consumers looking for an affordable yet robust cola experience. This approach efficiently enticed price-sensitive consumers away from rival brands, establishing a solid foothold in the market.
2. Competitive Pricing: Thums Up closely monitors the pricing strategies of its competitors, especially within the cola segment, to ensure its offerings are competitively priced. This does not necessarily mean matching prices with competitors but positioning Thums Up as a premium product offering superior taste and experience at a slightly higher price point. This strategy leverages the brand’s strong market presence and loyal customer base, who perceive Thums Up as a unique and desirable cola brand.
3. Psychological Pricing: Thums Up often employs psychological pricing tactics to make its products more appealing to consumers. For example, pricing products just below a whole number (e.g., Rs. 39.99 instead of Rs. 40) can make the price seem significantly lower in the eyes of the consumer, encouraging purchase decisions based on perceived value.
4. Product Line Pricing: The brand strategically prices its product variants (Regular, Charged, Charged No Sugar) to cater to various consumer segments. This approach allows Thums Up to maximize its reach across different market segments, including those looking for a more robust taste or a healthier, sugar-free option. The pricing differences between these variants are carefully calibrated to reflect the value proposition of each, encouraging consumers to trade up for a premium experience.
5. Promotional Pricing: Thums Up frequently uses pricing strategies, including discounts, bundled offers, and limited-time promotions, to boost sales volume, clear inventory, and attract new customers. These promotions are strategically timed to coincide with festive seasons, major sporting events, or brand milestones, capitalizing on increased consumer spending during these periods.
6. Geographical Pricing: Understanding the diverse economic landscape of India, Thums Up adapts its pricing strategy based on geographical location. Prices may vary between urban and rural areas or between different states and regions, reflecting the varying levels of purchasing power and distribution costs. This ensures that Thums Up remains an accessible and appealing choice for consumers nationwide.

In summary, Thums Up’s pricing and marketing strategy is a sophisticated blend of competitive and consumer-centric marketing approaches designed to help the brand maintain its strong market presence, cater to a broad spectrum of consumer preferences, and navigate the complex and competitive landscape of the Indian soft drink market. This strategy underlines the brand and company’s commitment to delivering value, product quality, and consumer satisfaction, ensuring Thums Up remains a beloved choice among cola drinkers in India.

Thums Up Place Strategy

Thums Up has a Pan-India presence as a company as it has spread its product presence in every part of India, including rural and urban India. It has established a strategic advantage through a robust and wide-ranging distribution and direct marketing network, which involves bottling plants, distributors, wholesalers, and retailers to attract customers through supermarkets, hypermarkets, grocery stores, specialty shops, shops, casinos, pubs, cocktail bars, etc. States like Andhra Pradesh, Karnataka, Utter Pradesh, Gujarat, West Bengal, Andhra Pradesh, and Maharashtra contribute 30% of the total sales.

Here’s the place strategy of Thums Up.

1. Extensive Distribution Network: Thums Up leverages a widespread distribution network that spans urban and rural areas in India, ensuring its products are available in various outlets, from supermarkets to small local shops. This omnipresence allows Thums Up to reach a diverse customer base, enhancing brand visibility and accessibility.
2. Strategic Location Placement: The brand prioritizes placement in high-traffic locations such as malls, cinemas, restaurants, and fast-food chains to capitalize on impulse purchase behavior. Thums Up increases its chances of being the preferred beverage choice by ensuring visibility in places where potential consumers gather.
3. Partnerships and Collaborations: Thums Up engages in strategic partnerships with event organizers, sports leagues, and entertainment venues to serve as the exclusive soft drink provider, thereby increasing its market reach and reinforcing its brand image as associated with high-energy and adventurous experiences.
4. Adaptation to Local Preferences: Recognizing the diverse preferences across different regions of India, Thums Up adapts its market approach to align with local tastes and cultural nuances. This might involve tailored marketing campaigns or particular product variations to cater to regional preferences, enhancing consumer connection with the brand.
5. Leveraging Online Sales Channels: In response to the growing trend of online shopping, Thums Up has expanded its presence on e-commerce platforms and food delivery apps, making it convenient for consumers to purchase their products with just a few clicks. This online availability complements its physical presence, ensuring that Thums Up is accessible to tech-savvy consumers and those preferring home delivery.

Thums Up Promotion Strategy

Thums Up has believed in its marketing mix and strategies and has adopted aggressive marketing mix promotion policies. It was one of the major companies to advertise full-time in the 1980s. Thums Up launched attacking ad campaigns directed at its rival brands in later years. It also focussed on its strengths and launched Grow Up to Thums Up. Its descriptive ads caught the imagination of Indians and became the number one cola drink in India in the early years. Ads are shown via print and electronic media in popular television channels, radio, newspapers, magazines, billboards, and sides and backs of vehicles like trams, buses, and lorries.

The beverage company has roped in several famous personalities to act as brand ambassadors, like Salman Khan, Akshay Kumar, Sunil Shetty, Mahesh Babu, Chiranjeevi, and Vishal. Thums up has entered in a tie-up with Being Human, Salman’s charitable organisation. It has sponsored cricket matches and Indian cricket matches since Motorsport in the 80s. Thums up was positioned at 66th position as Most Trusted Brand in India by Brand Trust Report 2014. Its famous taglines are Happy Days are Here Again, Aaj Kuch Toofani Karte Hein, Taste the Thunder, Toofany Thanda, and I am the Thunder.

Some Recent Video ads and Print ads for Thums Up are:

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