Made By- Amit Agarawal(08EM-009) Abhishek Verma(08EM-004) Abhinav Arya(08EM-002) Amandeep Singh (08EM-007) Pankaj Gautam(08EM-025) Products Vs Brands.

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Presentation transcript:

Made By- Amit Agarawal(08EM-009) Abhishek Verma(08EM-004) Abhinav Arya(08EM-002) Amandeep Singh (08EM-007) Pankaj Gautam(08EM-025) Products Vs Brands

Origin Founded by Parle brothers, Ramesh Chauhan and Prakash Chauhan Introduced in 1977 after expulsion of coca-cola and pepsi from India Other brands also launched – Limca – Gold spot

History of Thums up Initially focused on – Refreshment – Happiness – Tag line: Happy days are here again – Period: 1977 to early 1980s Then due to its strong taste it became – Tag line: I want my Thunder Changed to – Tag line: Taste the Thunder

Brand Tracking PeriodBrand emphasisTag line 1977 to early 1980sRefreshment, Happiness Happy days are here again Middle 1980sMasculineI am the thunder Middle 1980s till 1993Masculine, Brawn imageTaste the Thunder 1993 to 1995Coke ignored the brand Masculine, Confident, Adventurous Remarks: Used Thums up as a flank brand Taste the Thunder …Masculine, Playful, Humorous, Confident Taste the Thunder

Brand Vs Products ProductBrands Emphasis on Product benefits Emphasis on product benefits and emotional benefits Easy to replicateDifficult to replicate Provides short term gainProvides long term gain

Target Market Thums Up has been positioned as the "strong tasting cola for today's young adult males, from SEC A, B and C households, between years of age''.

Brand Platform Two components – Brand personality and brand values Masculine Macho Adventurous Confident Achievement – Brand positioning

Product feature/ attribute Brand personality Brand Personality development Inside out approach Thums up has unusually high carbonation and it has goes down very well to Indian taste buds. Not everybody can drink Thums up (due to its strong carbonation) but the people who like it dont settle for anything less

Brand Positioning Positioning needs to be distinct Positioning is a long term strategy Positioning is for Product features/ benefits Emotional benefits Perceptual mapping as a tool to develop brand positioning strategy Brand positioning success Various ads to reinforce such a strategy

Brand Message Brand 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. - Economic Times

Thank You