Even as the two soft drink majors continue to slug it out in the legal corridors, Pepsi is of the opinion that Coca Cola India's claim that Thums Up ranks higher than Pepsi on the taste platform is inaccurate, false and misleading.
A recent study undertaken by the IMRB, Pepsi claims a much higher consumer preference score than both Coke and Thums Up. According to the survey conducted among more than 5,000 consumers in top metros during July to December 2000, Pepsi is overwhelmingly preferred by consumers over both Coke and Thumps Up with the preference for Pepsi being even stronger over the latter.
Interestingly, Pepsi does not intend to use this data to counter Coke's claim about Thums Up either through its advertising or any other communication. According to this particular piece of market research, overall consumer preference for Pepsi versus Thums Up is 70:28. More specifically, between the age groups of 12 and 15 years (with an approximate sample size of 1000 respondents in each age group) 76 per cent preferred Pepsi while only 23 per cent preferred Thums Up. And in the age group of 16-19 years, the ratio for Pepsi vs Thums Up is 76:22. However, it's in the older group-25-29 years and 30-39 years-though the preferences narrow to 67: 31 and 64:34 respectively.
As for Pepsi vs Coke, the overall preference score is 63:32 and in the brand relevant age group such as 12-15 years and 16-19 years, the preference score is 59:40 and 59:39.
Coke's Thums Up ad, claims the company is based on research conducted by a third party for the company which revealed that Thums Up as a brand stood out for its unique strong taste.