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Thums Up Marketing Strategies Unveiled by ANISH MENDAPARA is a document available to read on EtoBox.
What is Thums Up Marketing Strategies Unveiled about?
Thums Up was introduced in 1977 by Parle Agro to fill the gap left by Coca-Cola and Pepsi leaving India. It gained an 80% market share through aggressive campaigns targeting competitors. After Coca-Cola re-entered India in 1993, Thums Up was repositioned as a strong, masculine drink. It uses integrated marketing including sponsorships, positioning, awards, and campaigns using multiple technologies to promote sports and patriotism. Thums Up continues to be India
- Author
- ANISH MENDAPARA
- Language
- EN