By-

Ashutosh Chandra Srivastava (08)

Sonu Kumar (51)

IMC FOR THUMSUP

MARKETING OBJECTIVES
Relating brand with adventure.
Brand liking with customer interaction.
View product as an alternate to healthy refreshment.
Quench adventure thirst with the thunder.
LEVELS OF COMPETITION
Product Form: Coca-Cola, Pepsi,
Mountain Dew

Product Category: Juice, Diet

Cola, Flavoured Drinks

Generic: Tea, Coffee, Beer

Budget: Ice-cream, Samosa,

Chips
MULTI-DIMENSIONAL SCALING
Configuration (Kruskal's stress (2) = 0.001)
0.5

Mountain Dew

0.4

0.3

0.2

0.1
Colour

ThumsUp 0
-0.4 -0.3 -0.2 -0.1 0 0.1 0.2 0.3 0.4 0.5 0.6 0.7

Coca-Cola -0.1

-0.2

-0.3

Pepsi

-0.4
MULTI-DIMENSIONAL SCALING
Configuration (Kruskal's stress (2) = 3.560E-4)
0.8
Mountain Dew

0.6

0.4

0.2
Colour

ThumsUp
0
-1 -0.8 -0.6 -0.4 -0.2 0 0.2 0.4 0.6 0.8 1
Coca-Cola

-0.2

-0.4

-0.6

Pepsi
-0.8
Taste
MULTI-DIMENSIONAL SCALING
Configuration (Kruskal's stress (2) = 2.395E-4)
0.4

Pepsi

0.2

Coca-Cola

ThumsUp

0
-0.6 -0.4 -0.2 0 0.2 0.4 0.6
Fizz

-0.2

-0.4

Mountain Dew

-0.6
Taste
PESTEL ANALYSIS
Political
oAt the mercy of FSSAI.
oAffect due to government policies.
Economical
oCost raw material of packaging.
oCost of transportation.
Social
oPeople are becoming health conscious.
oInclination towards ayurvedic/organic products.
PESTEL ANALYSIS
Technological
 Fast production machinery.
 Utilization of media for advertisements.
Ecological
 Availability of water.
 Change of climate.
Legal
 Retaining all rights related to business.
COMMUNICATION OBJECTIVE
There is a relationship between ThumsUp and adventure.
Targeting wider market for the new product (ThumsUp Charger +).
Make public aware of and taste the new product.
Mutual association with the brand rather associating with a celebrity.
Not only tasting the Thunder but also feeling it.
MARKET TARGET
Using logistic regression on a sample of 202 candidates, the adventurous mind state
was measured:
 Males of age between 23 and 35 are most active.
 Females of age between 23 and 35 are relatively less active.
 Males and females of later age show lesser activity.
 Males and females of age 18 to 22 are indecisive.
 STRATEGY
Tool selected: Public Relation
Reason:
 Make consumers more involved with the brand.
 To target society at large.
 Talks about the brand.
 Easy advertisement (low costing).

PR Exercise: Sports Event

Location: Thumbs Up hill, Manamad, Maharashtra
Time: During 1st week of January (Cold Climate)
Duration: 3 days
STRATEGY
Events Participation Registration Fee Total

Bike Rally 50 5000 2,50,000

Hill Climbing 200 2500 5,00,000

Cyclist 200 2000 4,00,000

Marathon (15Km) 500 500 2,50,000

Sprint Racing 200 500 1,00,000

Treasure Hunt (member 2 team) 500 500 2,50,000

Total 1,650 17,50,000

SPONSORSHIPS
Events Companies Amount
Bike Rally and Cycling Hero 5,00,000
(Event Sponsor)
Hill Climbing,Sprint Decathalon 1,00,000
Racing
Telivision Partner TV 18 2,00,000
Media Partner Hindustan Times 1,50,000
Hospitality Partner Make my Trip 4,00,000
Fooding Partner Swiggy 1,50,000
Radio Partner Big 92.7 FM 50,000
Treasure Hunt Wildcraft 3,00,000
Total 18,50,000
STRATEGY
First Touch Points:
 Online- YouTube, Facebook
 Offline- Hoardings/Billboards, Posters

Registration through QR code and installing ThumsUp Application (MAC address will
be registered).
First time App installation- 1 sample of ThumsUp Charged+ is free.
Registration in the event through app.
Discount offer on registration fee (registration form filled under a time limit).
Fee will include- food, lodging, and training exercise.
MEASUREMENT
Online activities can be tracked:
 Count of views on YouTube channel videos (payable after certain views).
 Count of views, likes, and shares of posts on Facebook.
 Number of QR codes scanned.

Offline activities can be tracked:

 Number of QR codes scanned.
 Each QR code scanning can provide exact locational views.

Sale of the product without offer.

INCENTIVES TO CONSUMER
More participation with the brand.
Easy to link with the brand.
Would be able to relate the brand as a healthy refreshment drink.
Would be able to relate the brand with adventure.
 BUDGET ALLOCATION
Costs Amount
Handouts, Signage,Flex,Tickets(Printing) 40,000
Rent Of the Location (1,00,000 Per day) 3,00,000(3 Days)

Electricity & Sound 75,000

Fooding 2,50,000
Application Development &Website 30,000
Staffing Costs 5,00,000
Emergency Costs 2,00,000
Equipment Costs 3,00,000
Insurance Costs 5,00,000
Miscellaneous 4,00,000
Total 25,95,000
Total Profit (17,50,000+18,50,000-25,95,000) 1,005,000