zumo-creating a global brandWord文档下载推荐.docx

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basedinValencia,Spain.Inthefinancialyear,Zumocontributed€30milliontoZumospa’s

annualsalesrevenue,accountingfor20%ofthecompany’

stotalturnover,and€4.5million

inprofits.Itis,infact,Zumospa’scashcow,generatingmorerevenuethananyother

ofit’sproducts.

Atpresent,ZumoissoldonlyinEurope.However,thesportsdrinkmarketisthemost

rapidlygrowingsegmentoftheworldbeveragemarket.ZumospawouldliketomakeZumoa

globalbrand,eventhoughthemarketisverycompetitive,withmajorcompaniessuchas

Coco-Cola,PepsiColaandHeinzfightingformarketshare.

Marketing

Launchedinthemid1980s.Positionedasanenergyproductforfitness-consciouspeople,

especiallysportsmenandwomenbetweentheageof20and45.

Distributedmainlythroughgrocerystores,conveniencestoresandsupermarkets.Also

throughsportsclubs.Also,salesgeneratedthroughcontractswithprofessionalleagues,

suchasfootball,golfandtennisassociations.

Press,TVandradioadvertisingisbackedupbyendorsementcontractswithfamous

Europeanfootballersandtennisstars.

Zumoisofferedinfourflavoursanditspriceisinthemediumrange.

Developingaglobalbrand

ZumospaneedstorepositionZumofortheglobalmarket.Initialresearchsuggeststhat

ZumoisperceivedasaSpanishdrink,anditscloseidentificationwithSpainmaynotbe

suitablewhendevelopingaglobalbrand.ZumospawouldliketolaunchaglobalcampaignfocusingfirstonSouthAmerica,Mexico,

theSouthernstatesoftheUSandJapan,wheretheyhaveregionaloffices.Adecisionhas

beentakentouseastandardizedadvertisingthemeinthesemarkets,althoughthecopyof

theadvertisementsandthelanguageoftheTVandradiocommercialswillbeadaptedtothe

localneeds.

Beforesettingupfocusgroupsintheseareasandcommissioningmarketsurveys,the

MarketingDepartmentofZumospahaveorganizedaninformaldepartmentalmeetingto

brainstormideasfortheirglobalmarketingstrategy.