小組作業(yè)zumo

1、Zumocreating a global brandBackground: ZumospaCompanyZumospaActivityFood and drinkBased inValencia（瓦倫西亞） , SpainhistoryDeveloped nationally, then globally, with acqusitions worldwideMethodsInnovative advertising and marketing; careful selection of products; marketing round the world through regional

2、 officesProductsMany food and drink products, household namesBackground: ZumoSales$30 million, 20% of Zumospas total salesProfit$4.5 millionPosition in zumospas product portfolioCash cow（搖錢樹）AmbitionsTo make zumo a global brandGlobal companiesCoca-Cola, Pepsi-Cola and Heinz（亨氏） Zumos key featuresIng

3、redients Caffeine, Vitamins, Glucose（葡萄（葡萄糖糖 ）, plus secret infredient herbora（草堂）（草堂） (rare African plant root)Properties（屬性（屬性 ）Body absorbs zumo faster than water or other soft drinks; unique formula taste and thirst-quenching（好喝又解渴）（好喝又解渴）Zumo as a global brand: initial strategyPositioningGlobal

4、; play down spanish associationsMarkets for initial launchSouth America, Mexico, Southern US, Japan, where Zumospa already has regional officesAdvertising campaignStandard throughout all markets, with local language and content adaptationAdvertising mediaTV and radio; some adaptation of media (diffe

5、rent media in different places)BRAINSTORMING SESSION1. Does Zumo need a new name? If so, what?2. Introduce new Zumo varieties for different market segments e.g. Diet Zumo? Other versions? 3. Redesign Zumo bottle/can? If so, how? 4. Create a new slogan? Suggestions?5. Ideas for TV/radio advertisement

6、s? Also, newspapers & magazines?6. Price Medium range? 7. How to compete against similar products from Coke, Pepsi, Heinz, etc.? 8. New market opportunities for Zumo? 9. Create a special division to market Zumo worldwide? 10. Apply to be official sponsor at next Olympic Games? MEMOTo :The direct

7、ors of ZumospaFrom : Marketing managerDate : 4 MarchSubject: Zumo-creating a global brandl Zumo is a good name , its special for young people .l We should re-design Zumo bottle in order to carry conveniently in different occassions . l The slogan can helps to give it an identity and positive image .

8、 For example : Give you new impetus or drink it you will have the word .l As for the price , some think it should be higher because in peoples opinion higher means good quality . Some think it should be in the medium range so that can attractive wide market . The rest agree with that the price shoul

9、d be lower because we can using the local resources reduce costs . I think the second idea is suitable as a new product .l As for how to compete with similar products , we agree with putting ads on kinds of ways . Such as TV , internet ,newspaper . To fit with our products , we suggest invite famous sport star LinShuhao as our spokesman .l There is a sound w