Top Story

e4m_logo.png

Home >> International >> Article

Thums Up ranks higher than Pepsi on the taste platform is inaccurate

28-February-2001
Font Size   16
Share
Thums Up ranks higher than Pepsi on the taste platform is inaccurate

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.

Tags

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions

Perfumes are invisible and these new ads from Skinn create a story out of this

New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking