A CASE STUDY ON THUMS UP

 ABOUT THE COMPANY:-

Born:-1977
History: Launched in India by Parle Agro Pvt. Ltd. Now owned by Coca-Cola.

Thums Up was launched by Parle Agro Pvt. Ltd to fill the void left by the government ban on
American soft drinks giant Coca-Cola in the 1970s. The thumbs-up logo was adopted early on, but
the brand was positioned differently then.

“Thums Up was earlier positioned as a refreshing cola, with slogans such as Thums Up Makes it
Great and Happy Days are here Again. It was post-1996 that the brand moved towards a more
individualistic, masculine positioning,” says Kashmira Chadha, director of marketing at Coca-Cola.

 PRODUCT DETAILS:-
 The original Thums Up logo was a red thumbs up hand gesture with a slanted, white, sans-serif
typeface. This would later be modified by Coca-Cola with blue strokes and a more modern-
looking typeface.
 The famous slogan until the early 1980s was "Happy days are here again", coined
by copywriter, Vasant Kumar. The slogan later became "I want My Thunder", and subsequently
"Taste the thunder!".

Thums Up contains:- carbonated water, sugar, acidity regulator, caffeine, natural colour and added flavours
("natural, nature identical and artificial flavouring substances").

 FUTURE PLANS OF THE COMPANY ABOUT THUMS UP:-

Coca-Cola plans to take its Indian softdrink brand Thums Up to neighbouring markets,
including Pakistan, Sri Lanka, Nepal, besides ASEAN countries,
 Coca-Cola India also expects Thums Up, which was acquired by it from Parle Bisleri
in 1993, to become a USD 1 billion brand by the end of this year or probably by next
year.
 Asia Thums up’s president T Krishnakumar already told that,” "We have launched
Thums Up Charged already in Bangladesh. It is being scaled up across Bangladesh
now. He further added: "Next we are planning to move to Nepal in the next couple of
months with Thums up Charge. We are going to launch as big as in Bangladesh.
Once we see success, we would take it to other markets."

 Operational Management of the company:-

The role of an operation management is to deal with the productivity system of Coca-Cola
Company. Here we need to identify its resources and system of productivity to deal and design
with manufacturing products. While considering this we need to have clear idea of development.
 Utilization, production, design and deliverance of objective into task of Operations management.
Supply of Operations management ranges from strategic to strategic and operational levels.
Typical strategic matters include shaping of location of industrial plants and deciding the
construction of networks, designing expertise supply chains. The role of operational management
is depend on these following management:-

 TOTAL QUALITY MANAGEMENT:-

Highest standards and processes for ensuring consistent product safety by Coca Cola management
system. The quality index rating of Coca Cola company was 94.5 and it’s try to identify the problem
and refers or address the problems to the top executives of the organization.
 INVENTORY MANAGEMENT:-
It is a specialized software that pulls information from Coke’s mainframe database and transfers it
to handheld terminals with built-in laser scanners.

 CONCLUSION:-
Coca Cola is one of the most popular brands on the world,so to get that success; Coca Cola attach
special importance to both the quality and quantity of their products. And Operation Management helps
them to maintain that in the easier way.

 SUGGESTIONS FOR THE PRODUCT:-

Thums up and Coca Cola contains large amount of sugar which is not good for health and it also
contains colors. Coca Cola Company should need to work on these problems.