Marketing

Marketing

Team No. 07: Nguy? n H? u Hoan Tr? n Th? H? ng Nguy? n Th? Thanh Xuan Nguy? n Y? n Chi Task: Study the background of the case unit 2. Study the questions listed in pages 20 then make a list of suggestions Zumospa’s global marketing strategy. Present the reason for such suggestions. Maketing strategy for Zumospa Case study: Zumo – creating a global brand Company | Zumospa | Activity | Food and drink | Based in | Valencia, Spain | History | Developed nationally, then globally, with acquisitions worldwide | Methods | Inovative advertising and marketing; careful selection of products; marketing round the world |

Products | Many food and drink products, household names | | | | Sales | : | € 30 millions, 20% of Zumospa’s total sales | Profit | : | € 4. 5 million | Position Zumospa’s product portfolio | : | Cash cow | Ambitions | : | 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 strategy e will proceed on. After

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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 customer’s 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. * Apply to be official sponsor at next Olimpic Games. It’s 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…