Final Thumbs Up

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PRODUCTS

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Different Packaging

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Trade Promotion

Coca cola company gives incentives to middle men or retailers inway a that they offer them free samples and free empty bottles, bythis these retailers and middle man push their product in themarket. And thats why THUMS UP seen more in the market. Andthey have a good sale in the market because according to the

expert which product seen more in the market that sells more.Seen as sold

They do agreements with a shop keepers and stores to exclusivesale in that stores. These stores are called as KEY accounts in theirlocal language.

And coke also invest heavy budget on these stores and offers themfree samples and free bottles and some time cash incentives.

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PROMOTION STRATEGY

Above the line promotions refers to

mainstream media : Advertising through

common media such as television, radio,

transport, and billboards and in newspapersand magazines.

Below the line promotions such as contests,coupons, and free samples.

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Getting shelves

They gets or purchase shelves in big departmental stores and

display their products in that shelves in that style which show their

product more clear and more attractive for the consumers.

Eye Catching Position

Salesman of the coca cola company positions their freezers and

their products in eye-catching positions. Normally they keep their

freezers near the entrance of the stores. Sale Promotion

Company also do sponsorships with different college and schools

cafes and sponsors their sports events and other extra curriculum

activities for getting market share.

UTC Scheme

UTC mean under the crown scheme, coca cola often do this type of 

scheme and they offer very handy prizes in it. Like once they offer

bicycles, caps, tv sets, cash prizes etc. This scheme is very much

popular among children.

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SPONSORSHIP

Thumbs Up was a major sponsor of cricket matches.

In the early 1980s, it came out with several postcards

featuring Sunil Gavaskar and Imran Khan. Besides

cricketers, Thums Up's celebrity endorsers includeAkshay Kumar and Salman Khan popular south Indian

actors Megastar Chiranjeevi and Mahesh Babu.

Besides this, Parles southern bottler was a major

sponsor of Indian motorsport in the 80s. In additionto sponsoring several Indian track drivers in

Sholavaram races, they sponsored several regional

car and bike rallies.

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Q UESTIONNAIRE

Please indicate your level of agreement or disagreement with each of thefollowing statements:

STRONGLY STRONGLY

DISAGREE 1 2 3 4 5 6 7 AGREE

STATEMENT FOR THUMBS UP CUSTOMER

1. I understand the features of THUMBS UP well enough.

2. I have a preference for one or more brands in the soft drink class.

3. Soft drinks are a product for which I have no need whatsoever.

4. I usually purchase the same brand within the soft drink class.

5. If I received information that was contrary to my preferred soft drink, Iwould still keep my preferred brand.

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ANALYSIS

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