Brainstorming Session

Task

Developing a global brand

Marketing

Key features of Zumo

- Contains caffeine, vitamins and glucose.

- Has a secret ingredient, “herbora”, made from roots of rare African plants.

- Scientific studies show that the body absorbs Zumo faster than water or other soft drinks.

- The unique formula contributes to Zumo’s taste thirst-quenching properties.

- Launched in the mid-1980s. Positioned as an energy product for fitness-conscious people, especially sportsmen and women, between ages of 20 and 45.

- Distributed mainly through grocery stores, convenience stores and supermarkets. Also through sports clubs. Additionally, sales are generated through contracts with professional leagues, such as football, golf and tennis associations.

- Press, TV and radio advertising is backed up by endorsement contracts with famous European footballers and tennis stars.

- Zumo is offered in four flavors and its price is in the medium range.

Zumospa needs to reposition it 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 this markets, although the 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 brainstorm ideas for their global marketing strategy.

You are members of the Marketing Department of Zumospa. Work in groups and brainstorm the points listed in the rough notes. One person in the group should take notes. Then meet as one group and select some of the best suggestions for further study.

1.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 or radio advertisement? Also, newspapers and 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

Дата добавления: 2015-03-29