Zumo creating a global brand

Content
Introduction.................................................................................3
1. ZUMO CREATING A GLOBAL BRAND...........................4
1.1. Maketing strategy for Zumospa....................................4
Conclusion...................................................................................6
Referances...................................................................................6

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Zumo creating a global brand

Introduction

Case study Zumo creating a global brand Background The best-selling sports drink,

Zumo, is produced by Zumospa, a food and drinks company based in Valencia,

Spain. In the last financial year, Zumo contributed 30 million to Zumospas annual sales
revenue, accounting for 20% of the company s total turnover, and 4.5 million in profits.

It is, in fact, Zumospas cash cow, generating more revenue than any other of its
products. At present, Zumo is sold only in Europe. However, the sports drink market is the
most rapidly growing segment of the world beverage market.

Zumospa would like to make Zumo a global brand, even though the market is very
competitive, with major companies such as Coca-Cola, Pepsi Cola and Heinz fighting for
market share. Marketing Launched in the mid 1980s. Positioned as an energy product for
fitness-conscious people, especially sportsmen and women between the ages of 20 and 45.
Distributed mainly through grocery stores, convenience stores and supermarkets. Also
through sports clubs. Also, sales generated through contracts with professional leagues,
such as football, golf and tennis associations.

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1. ZUMO CREATING A GLOBAL BRAND

Task: Study the background of the case unit 2. Study the questions listed in pages 20
then make a list of suggestions Zumospas global marketing strategy. Present the
reason for such suggestions.

1.1. Maketing strategy for Zumospa

Case study: Zumo creating a global brand
Company
Activity
Based in
History
Methods
Products

Zumospa
Food and drink
Valencia, Spain
Developed nationally, then globally, with
acquisitions worldwide
Inovative advertising and marketing; careful
selection of products; marketing round the
world
Many food and drink products, household
names

Sales

Profit
Position Zumospas product
portfolio
Ambitions

:
:

30 millions, 20% of Zumospas

total sales
4.5 million
Cash cow

To make Zumo a global brand

We can expect some issues such as an antipathy based on culture against our product
for the fact that the original area of production is Spain. Additionally, we can expect an
Entry Barriers from the existing market on each country. Hiding our Spain-making original
images thoroughly and putting entirely new value into actual product are most important

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Zumo creating a global brand

strategy we will proceed on. After that we will firmly focus on preparing the foundation
and making the target layers, senior people, to get loyalty to our product.
We will discard old perspectives towards the markets, especially when we expand our
services or products to international market which have different cultural foundations.
Secondly, we can accumulate strong relationships between products and customers by
localizing product to the culture. In this regard we can lead international marketing
campaign as a successful case by selecting specific target layers and using effective
promotion routes.
Even though Zumospa has been going well in Spain, if we go and run a
business with the same brand name "Zumo" and similar image to the USA, Mexico,
South America, and Japan, It would be possible to make the countries rouse
antipathy.
-

Target our main customers are sportsmen and women over the age of 40.

We should reshape specific identity and directional characteristics of zumo as a

sports beverage. Choose gorgeous designs and intense colors to lay an emphasis on the
image of the silver generation who care about their style and intend to the luxurious life
style.
-

Create new slogan: Find your youngfulness!!!

We are planned to do promotion by teaser ad, outdoor billboards, and sampling

party.
+
We could do teaser ad which are easy to see around us as a promotion method to
attract customers interests and attention. The location to publicize will be a rush place.
+
Using outdoor billboards, especially at bus stops, buildings, fitness centers, and on
the newspaper, magazines and so on
+
We are supposed to hold a sampling party. For example, we are scheduled to a
sampling party at the fitness center which is a lot of members, since we could expect to get
people to attract. Also, it could be a good way to inform the new brand.
The price will be about 2USD because we have made decision that our targeted
customers over the age of 40.They could be willing to pay for the product, even it could be
expensive. Moreover we made a decision to the price which is higher than other
competitor's products to posit high quality to consumers.
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Apply to be official sponsor at next Olimpic Games. Its a great chance for us to
publicize our new brand. Olimpic Games is the biggest sports event that sportsmen and
women all around the world look forward to. We could contract an ad with famous
footballers, tennis players, athletes
-

Conclusion

Developing a global brand Zumospa needs to reposition Zumo for the global
market. Initial research suggests that Zumo is perceived as a Spanish drink, and its close
identification with Spain may not be suitable when developing a global brand.

Zumospa would like to launch a global campaign focusing first on South America,
Mexico, the Southern states of the US and Japan, where they have regional offices. A
decision has been taken to use a standardized advertising theme in these markets, although
they copy of the advertisements and language of the TV and radio commercials will be
adapted to local needs.

Before setting up focus groups in these areas and commissioning market surveys, the
Marketing Department of Zumospa have organized an informal departmental meeting to
brainstorming ideas for their global marketing strategy.

References
Cotton, D., Falvey, D., & Kent, S.(2006). New Edition Market Leader. Harlow:
Pearson Education Limited

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