Showing posts with label Thums Up. Show all posts
Showing posts with label Thums Up. Show all posts

Sunday, February 3, 2013

Losing the thunder

Chauhan sold off Thums Up rather desperately

In the 1970s, the Coca Cola Company decided to abandon operations in India. To capitalise on the growing market, the then Parle brothers, Ramesh Chauhan and Prakash Chauhan, rolled out Thums Up, Limca and Gold Spot. Thums Up enjoyed a monopoly, overshadowing other players. Pepsi and Coke reentered in the 1990s but found it tough to compete with Thums Up (40% market share). Both offered to take over Thums Up. Fund constraint was a major hindrance for the Chauhans and then there was the challenge of creating a wide network to compete with the MNCs. Affirms Ramesh Chauhan to B&E, “It was difficult to create the franchise model required in the carbonated drinks business. And I had no other option.” Finally in 1993, Thums Up was sold to Coke for a mere $60 million. Coca Cola later acquired Limca too, and used these brands quite effectively to corner Pepsi.


Source : IIPM Editorial, 2012.
An Initiative of IIPM, Malay Chaudhuri
and Arindam Chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
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Tuesday, January 8, 2013

5ES OF ADV“A great idea means a lot. But without proper execution, it’s worthless”ERTISING

What according to you are the critical factors that make a great advertising campaign?
Consistency:

The campaign must be consistent with the value of the brand. It’s very much like we will take a recommendation for a night club from a youngster, but we’ll suspect it if it’s coming from somebody who is over 60. Similarly, brands have distinctive values and represent something unique.

Meaningfulness of the proposition:
The most unsuccessful campaigns are just telling one-sided product stories. That is something, which consumers don’t take in very good spirit.

Creativity:
Has the purpose and proposition been expressed through an interesting creative idea? Because in today’s cluttered world, very often, propositions are similar and not the same. And what sets them apart and makes them stand out is the creative idea, which helps in putting the proposition across.

Execution:
A great idea does mean a lot. But without proper execution, it remains nothing but an idea. All the supporting, copy-writing, visuals, editing et al have to be seamlessly weaved in, in order to ensure that the advertising campaign fulfils its potential.

Content:
All these four factors have to do with the creation of content. The content has to be expressed through the right contact points with enough frequency. It’s never about huge marketing budgets. Thums Up – a brand, which we’ve been handling for almost 17 years now, has always had a fraction of the budget allocated to rival cola brands. It succeeded because all of their campaigns were backed by these five factors.

All these five factors are extremely critical. A lot of beautiful campaigns fail because they don’t understand the brand DNA. We know plenty of cases where advertising doesn’t have a clear purpose and as a result, the consumer ignores it. If you look at the detergents category, almost every brand is claiming whiteness. There is just too much of clutter. So, you need to have a clear idea to get through your purpose to the consumers at large.


Source : IIPM Editorial, 2012.
An Initiative of IIPM, Malay Chaudhuri
For More IIPM Info, Visit below mentioned IIPM articles.

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