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Thums UP Thunder Race app ppt
- 1. Thums up Thunder race
- 2. Executive Summary It was introduced in 1977 to offset the withdrawal of The Coca-Cola Company from India. The brand was later bought by Coca-Cola who re-launched it in order to compete against Pepsi.
- 3. Company Overview During the 1970s, American cola giant Coca-Cola abandoned operations Following this, the Parle brothers, along with then CEO Bhanu Vakil, launched Thums Up as their flagship drink. Coca-cola brought the brand in 1983
- 5. Situation Analysis Competition scenario THE major competitor in the market is Pepsi however drinks like redbull also have affects on the drink’s sale. Redbull is quite active in terms of social and marketing via apps to keep up
- 7. Products Overview The product comes in different volumes 500 ml
- 14. • Thums up comes under Coca Cola that is the strongest brand in terms of value • It enjoys the second largest market sales next to sprite • Strong marketing • Customer Loyalty • Significant focus on carbonated drinks. • Undiversified product portfolio • Negative publicity • High debt level due to many acquisitions • Health hazards • Growth through acquisitions • Bottle water consumption growth • Growing beverage consumption in emerging markets • Increase in demand of healthy food and beverages. • Water scarcity • Strong dollar • Changes in consumer preferences • Competition from pepsico • Saturated carbonated drinks market • Decreasing gross profits
- 16. Target Market Thums up has been positioned as the “strong tasting cola for todays young adult males from Sec a,b,c households between
- 17. What’s to be done? The best way to tackle the situation is to improve the online marketing and especially the mobile marketing through the proposed android app --Thums up Thunder race App
- 21. Income targets • Revenue in 2015 :44.29 billion USD • Coca-Cola had become the first brand to top £1 billion in annual UK grocery • The company plans to focus particularly on product innovation and marketing. • It now aims to jump into Online Marketing, especially Mobile Marketing.
- 22. Income targets
- 26. Target Market for the app youngstersdaily Travelers Racing fans
- 27. collaborators The Company is a leading member of AIM- PROGRESS, a forum of 30 FMCGs assembled to enable and promote responsible sourcing practices through collaboration
- 29. • The company will need to advertise the app through labels on the bottles of its beverages.Also it would have to build up a new unit for app development and maintenance. • It may also ask large retailers who are its collaborators to advertise app on their oulets. • It may also market the product through its social media pages. competitors Company • The major competitor in the market to coca cola and so to thums up in Pepsico • However if it enters the market of advertising through apps the major competitor is RedBull racing app.
- 30. Thums up thunder race Red bull air race V/s
- 31. 1.Racing game that allows to compete in single player mode. 2.Controls both by touch and motion sensing 1.The air race game has only air racing(though red bull has different games for different types of racing they all would take up large memory and a consumer won't download all) my app would have it on all platforms cars air bike etc. 2.Allows to share progress on social media 3.Allows to compete in multiplayer. Local area gaming allowing people to compete when they are on the same network. 4.Upgrades on planes and cars via credit card purchases 5.provide details and facts of various worldwide racing events going on. Parity difference
- 33. • This is an entertainment app that lets people race among different circuits in different vehicles • Children of the age group 8- 13 are a major target as they do a lot of gaming on mobile • People who travel on a daily basis can be seen playing mobile games to pass their time • Also the app is for racing enthusiasts who follow worldwide events as it provide updates relating to racing events. CompanyCustomer • The company will get the very needed source of mobile marketing and a new platform for promotion of its products as well as a source of challenge for the competitors like PepsiCo and RedBull. collaborators • The collaborators would get the chance to promote their stores by the renowned personalities who are involved in the marketing programs of the company.
- 35. product FREE VERSION • Race in different vehicles. • Share progress • Multiplayer. • Local area gaming • Upgrades via credit card purchases • Details and facts of various worldwide racing events Attributes ADDITIONAL FEATURES paid version • Fact library • All racing circuits accessible in the premium version COSTS • The cost of manufacturing the app its maintenance if we get it developed by largest app companies, the “big boys” will be appoximately 500,000 $. Services
- 37. Price Free version This version will be free but upgrades and new circuits for racing can be brought by credit card purchases upto 50$ Paid version This version of the game will cost 39$ will provide additional features. In game purchases will be cheaper when compared to free version.
- 38. incentives • Each bottle of Thums up will have a code entering it will help you earn XP which helps unlock new cars and tracks. • Also downloading the app entitles you to one free 250 ml drink at some stores • Special discounts on the outlets of collaborators to lure peope to them • Also they will get a chance to advertise their stores by brand ambassadors of the company. consumers collaborator
- 39. Communications & distributions Online downloads thums up bottles QR codes on drink bottles to install the app Social media Links to install the app on social media pages Downloads will be available on play and Ios platfoms
- 41. Project Manager Production Manager Team Leaders and Staff Marketing Manager Team Leaders and Staff Operations Manager Team Leaders and Staff IT Manager Team Leaders and Staff Sales Manager Team Leaders and Staff Organisation
- 42. • A 3-tier team structure is required for this app. • High quality R&D is required to deliver the best to the user. • The Manager, HR and Manager, Public Relations must work closely to identify potential collaborators like some prominent stores • An effective feedback mechanism is also required Infrastructure
- 43. PROCESSE S Research and development to improve the app. Extensive marketing to promote the app.
- 44. Timeline • The plan should be to release the app on some important day like 27th November because this is the day F1 final results are out and all grand prix end. • The marketing for the app should start at the start of the grand prix season i.e in March • The premium version to be given free to the first 100 down loaders. This work to commence at least 1 week before the release. • The launch of the app must be backed by publicity using posters on social media, cold drink bottles, television, etc.
- 46. Disclaimer This presentation was made by Pranjal Dixit IIT Kanpur during a marketing intern under Prof. Sameer Mathur IIM Lucknow. (See www.IIMInternship.com)