Week 4: "Zumo - creating a global brand"
Frances
existing products, currently sold only in Europe, for the global
market. You, as a Marketing Manager of this company, are brainstorming
for the companies future marketing moves. Please give brief
descriptions about your ideas for the following questions.
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. Re-design Zumo bottle/can? If so, how?
4. The team has decided to create a new slogan. What would it be?
5. Ideas for advertisements?
6. Price - Medium range?
7. How to compete against similar products from Coke, Pepsi, Hemz, Red
Bull, 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?
jeongp...@gmail.com
in Europe and this popularity can give benefits to promote other
countries. The name of Zumo can draw customer's attraction
because it sounds interesting.
2. Introduce new Zumo varieties for different market segments, e.g.
Diet Zumo? Other versions?
Different flavors like lemon, cherry, and others
Zumo Light, Zumo Double Strength, and Zumo Triple Strength
according to the ingredient changes
3. Re-design Zumo bottle/can? If so, how?
To attract customer's concern, the name, Zumo, needs to be
highlighted by something like a bold character or a different font
style.
And the image of a bull needs to be simplified by thick lines to show
more powerful image.
4. The team has decided to create a new slogan. What would it be?
Some suggestions are "Over the Limit" and "The Power of Victory"
5. Ideas for advertisements?
TV advertisement using well-known sports star like Allen Iverson,
Ronaldinho, Michelle Wie and etc.
It is a very common way to advertise sports drinks but it is the most
effective and verified method.
6. Price - Medium range?
Medium range price is reasonable.
Low price isn't always good because something cheap may be
considered that its quality is not good andhigh price may make
consumers hesitate to purchase it.
At the initial launching time, some promotions are needed to catch
consumer's concern, like buy one get one free or discount for limited
period.
7. How to compete against similar products from Coke, Pepsi, Hemz,
Red
Bull, etc.?
It is necessary to emphasize scientific studies showing that the body
absorbs Zumo faster than other similar products and the efficacy and
benefit of our secret ingredient "herbora"
8. New market opportunities for Zumo?
Sports drink market is so huge that it is necessary to develop and
expand
to such new markets as US and Asia.
Our product, Zumo, has its own special features which are better than
those
of competitors and these merits will give us the opportunity to
success in
world-wide market like doing already in Europe
9. Create a special division to market Zumo worldwide?
Absolutely, new division to deal with new market is required because
it is
necessary to survey and satisfy the localized customer's requirements
10. Apply to be official sponsor at next Olympic Games?
It costs much money to be an official sponsor at Olympic Games
However, it is worth doing and It gives more benefits to enhance
the brand value of Zumo
Rich
reason, the name is very special, and easy for clients to remember.
2. Introduce new Zumo varieties for different market segments, e.g.
Diet Zumo? Other versions?
I think they can make diverse flavors Zumo for oversea countries.
For example, they can make a cream strawberry flavor Zumo for the
Americans.
3. Re-design Zumo bottle/can? If so, how?
If I have the chance to redesign Zumo bottle/can, I think I will
put the prolocutor on the bottle/can in order to emphasize the
products.
4. The team has decided to create a new slogan. What would it be?
Zumo, Zumo, Zumo, way to go!
You need wherever you go!
5. Ideas for advertisements?
I think they can invite and invest a famous athlete for being
their own prolocutor.
6. Price - Medium range?
I believed that their price should be lower as possible. In other
words, they can compete to other sodas.
7. How to compete against similar products from Coke, Pepsi, Hemz, Red
Bull, etc.?
(1) I suggest that Zumo can develop a foundation in other to
support the society such as helping the orphans for having chances to
educate.
(2) Besides, donate a mount of money to poor or undeveloped
regions in order to build their reputation.
(3) Adopt a professional team.
(4) Build up a good customer service.
8. New market opportunities for Zumo?
Yes. In my suggestion, I think Zumo should understand what kind of
flavor in different counties, or regions which can be accepted.
9. Create a special division to market Zumo worldwide?
I think this is necessary. The special division is named for
Global Sales Market Department in oversea divisions.
10. Apply to be official sponsor at next Olympic Games?
I think it is necessary for Zumo for being an official sponsor
at the next Olympic Games. That will help them to build their
reputation.
Venus
Spanish name. If the company is to reach the global market, it must
"internationalize" the name to better draw's customer's attention.
I.e. "Zoom". This name reminds the old one but it is a simple word
that everybody knows.
2-"Baby Zumo" for children who do sports, redesigning the bottle in
light pink/blue and introduce ingredients right for children.
"Zumo Light" in which there is no caffeine.
3-The basic bottle/can should be standard for every country (shape,
material, color of cork).
The size must be 20 fl oz.
The label wrapping the bottle should have different colors depending
on the flag colors of each country.
The material must be plastic because is lighter and easy to carry.
The cork must be linked to the bottle and removable by lifting it with
a thumb. This way people don't need to use two hands to uncork the
bottle.
It must be transparent to allow people to see colors of different
flavors. (except for the Baby Zumo bottle that is light pink/blue, but
the flavor doesn't correspond to the pink color or blue).
4-Zumo, vital energy, just when you need it!
5-A worldwide-known athlete is the best promotion for this product. At
the beginning, we need a key athlete appearing on TV, magazines, and
any visual outlet for commercial in all markets, and introduce later
on athletes who will endorse Zumo in their native countries. This way,
at the beginning the company can invest a reasonable amount of money,
sell and cover all costs, and then afford to choose more than 1
athlete for commercials.
Ads must appear on TV commercials, magazines, newspapers, radio,
Internet, boards, boards on mobile aid like on special car or trucks,
label stuck on buses, trains and subways, boards on highways and
freeways sides,...
Jingles on TV and radio must have an international song.
The time must be 30 seconds long.
6-Price must be around 2.50$, not too high, because it won't be
affordable;
not too low, because
sells won't cover the costs.
7-The company can introduce new key themes printed on bottles labels
for any branch of sport. The company must release Zumo to the market
every quarter for the first months of the launch to draw athlete's
attention.
I.e. From January to March:" Zumo salutes basketball players";
From April to June:"Zumo salutes baseball players".
And so on...
This way, athletes feel better involved and think that can do better
in their
disciplines; they will choose Zumo better than Coca-Cola
or others.
8-Zumospa needs definitely new market opportunities like introducing
flavors that make do with consumers likes.
9-A special division will be introduced and will be R&D Dept in each
of new markets regions (i.e. Japan,-Latin America-North America).
10- The Olympic games are a great opportunity to gain high recognition
and consolidate the name of the product.
chaom...@yahoo.com
- Zumo introduce new products like Zumo without caffeine or re-fesh
Zumo ,or a flavor will be belong the seasons like in the summer will
have the tropical flavor .
-Redesign Zumo bottle /can , it is good ideas . So we will desigs the
bottles which is convinient to carry or put in a baghand or for
childrent can drink by the easy way , or the bottle is good for
enviroment .
- My idea is '' DRINK ZUMO , BRING YOUR HEALTH ''.
- Because my slogan is connect with health , so i will invite a famous
player to be sponnsor for this product .
- And price have to correcpond with people 's pockets and belong a
location . and the price should be lower or same other brands.
-We will make a interesting advertisement , and a good product , and
use a lot of multimedia .
- A new market for Zumo can be Asia where have a trade is developing
very fast and population in there is the biggist in the world.
- A special division is America where can make Zumo worldwide.
- Apply to be official sponsor at next olympic game is good , because
the global will know about that person so Zumo will be well-known .
On Feb 10, 3:37 pm, "Frances" <francesli...@gmail.com> wrote:
lovemorn...@hotmail.com
alredy knew it.If Zumo chang its name,people may think that is a new
drink and cost of products must be increase.
2. Introduce new Zumo varieties for different market segments, e.g.
Diet Zumo? Other versions?
New products are fat-free,and they can provide for plump people.
3. Re-design Zumo bottle/can? If so, how?
The company can re-design a new one for special days or different
places,like just for England or just for specific season.
4. The team has decided to create a new slogan. What would it be?
Just try it!
5. Ideas for advertisements?
I will invite sportstar to join the advertisemest. He would drink
ZUMO after doing execrise.
6. Price - Medium range?
It must be the same price as Coke Cola,but sometimes it could be on
sale.
7. How to compete against similar products from Coke, Pepsi, Hemz, Red
Bull, etc.?
I suggest that Zumo can creat a special slogan.That doesn't need
too complex and must be easy to remember.When people is thirsty,they
will think about Zumo first.
8. New market opportunities for Zumo?
Yes.In my opinion,they don't need to share the market,they could
make the market bigger.They could provide suitable falvor for
different countries and let people that never drink softdrink try it.
9. Create a special division to market Zumo worldwide?
Zumo must to do that.A special division makes Zumo's opration
fluently and successfully.
10. Apply to be official sponsor at next Olympic Games?
To be official sponsor at next Olympic Games is good chance for
everyone to know what is Zumo.When the sportsmen drink Zumo on
TV,audiences must want to drink the same one because they want to
become as health as sportsmen.
meryl...@hotmail.com
1.Does Zumo need a new name? If so, what?
No. I don't think it needs a new name. Zumo is easy for pronunciation
and simple so it is suitable for name for global company.
2.Introduce new Zumo varieties for different market segments, e.g.
Diet Zumo? Other versions?\
By its flavor-Cherry flavored Zumo, Apple flavored Zumo, strawberry
flavored Zumo
By its ingredient- non sugar Zumo, Light sugar Zumo
3.Re-design Zumo bottle/can? If so, how?
Yes, it needs to be redesigned for different international references.
>From my opinion, in Asia market, different color and symbol will be
required. For example, to emphasize Asian style, calligraphy can be
chosen for a font,
4.The team has decided to create a new slogan. What would it be?
New slogan has to express image of global company but also global
strength and energy.
"Unlimited", " you won't stop"
5. Ideas for advertisements?
TV commercial is one of the fastest ways to attract people's
attention. To do that, hiring Well-known star can be a resolution.
However, balancing between the star and product is decisive matter
because using a star for a commercial would be dangerous. People would
be focused on star, not a product. In brief, the commercial must have
compelling and absorbing aspect as well as well known star. Humorous
and tactful commercial would be good.
6. Price - Medium range?
Price should not so high or low. Cheap price automatically makes
people think it doe not have enough quality. Medium price is good.
7. How to compete against similar products from Coke, Pepsi, Hemz,
Red
Bull, etc.?
Zumo has to concentrate and emphasize the fact that it is a
specialized sport drink. Other companies are not related with sports.
Zumo, the specialized sports drink company, also should promote the
scientific fact that it is efficient for recovering body balance
quickly.
8. New market opportunities for Zumo?
Yes, definitely. Zumo can create new market as long as it has a stable
competitive strategy.
9. Create a special division to market Zumo worldwide?
Yes. Special division will give efficiency to Zumo and also provide
suitable environment for global market.
10. Apply to be official sponsor at next Olympic Games?
It is requisite to promote Zumo as a world wide company. Zumo must to
apply for that.
Alice'_' *
- They don't need to change their brand name. For customer, Brand
Image is
Really important. However, if Zumo change it, they have to try a
Brand Marketing again. and I think it is a worthless.
2. Introduce new Zumo varieties for different market segments, e.g.
Diet Zumo? Other versions?
-Zumo Limited Drink ( e.g. World Region Zumo ) Zumo for Lady.
3. Re-design Zumo bottle/can? If so, how?
- Zumo has a phases of Spain national flag. However If Zumo want to
marketing to global, they need to change it, more various style.
4. The team has decided to create a new slogan. What would it be?
- wanna be a hunk? go get some ZUMO
5. Ideas for advertisements?
- Somebody running day and night, but he never tireless. Finally, Zumo
is close-up on his left hand
6. Price - Medium range?
- It's great. Not a expensive Not a cheap it is a reasonable price.
7. How to compete against similar products from Coke, Pepsi, Hemz,
Red
Bull, etc.?
-Soft Drinks such as Coke or Pepsi has too many aspartame and it makes
bad for health.
So Zumo need to emphasize of Energy Drink, and It could be helpful
our body.
8. New market opportunities for Zumo?
- As I said before, Zumo limited edition is really good for the New
market opportinities.
9. Create a special division to market Zumo worldwide?
- I think so.
10. Apply to be official sponsor at next Olympic Games?
-To be a sponsor, company have ti oay through the nose.
nevertheless most of company want to be a
Sponsor at such as Olympic or WorldCup. Becuase It brings an
excessive profit. Zumo should apply to be a sponsor.
Victoria
1. Does Zumo need a new name? If so, what?
Ans: No, Zumo doesn't need a new name when the company develops
global. Zumo is already a well known brand in Europe, it's the
competitive advantage.
2. Introduce new Zumo varieties for different market segments, e.g.
Diet Zumo? Other versions?
Ans: I think Diet Zumo would be a good idea, especially in the
Southern US. A lot of Americans have diabetes, so it's necessary to
develop the Diet version. The second, we can target different age
groups by adding different nutritional value for people of different
ages, such as teenagers, adults, and the elderly.
3. Re-design Zumo bottle/can? If so, how?
Ans: I think Zuno should keep the original style. They can use the
same advertisement in different regions.
4. The team has decided to create a new slogan. What would it be?
Ans: Trust Yourself!
5. Ideas for advertisements?
Ans: Internet and signboards will be needed. Nowadays, a lot of people
use the internet everyday, so internet advertisement is very
important. And signboards in popular areas can catch a crowd's
attention.
6. Price - Medium range?
Ans: Yes, we should keep the price in medium range. Customers won't
buy the product if the price is excessive or too cheap.
7. How to compete against similar products from Coke, Pepsi, Hemz,
Red
Bull, etc.?
Ans: We can emphasize Zumo is the sports drink, to separate Zumo from
the soft drinks which are not good for our body. Sports are good for
our health, and Zumo gives us energy.
8. New market opportunities for Zumo?
Ans: We can lower the age range between 16 to 20, the young customers
are still developing their body, and Zumo will give them energy to do
more.
9. Create a special division to market Zumo worldwide?
Ans: No, I think we should keep our original, from the famous Europe
brand to worldwide.
10. Apply to be official sponsor at next Olympic Games?
Ans: Yes, especially sponsor the famous athletes as a good advertising
strategy.
Brook
the world yes. More easier to understand what what is the product
exp. ENERGIZER, POWER DRINK or ENER-G
2. Varieties will be needed for different market segments but keep
selling the original teast also, to keep the look of our brand.
Extream ENER-G (for extream sport) Working ENER-G (for worker, "We
will wake you up all day")
3. The old design was as simple as other brand. Make it Unique,
stylish and functional.
4. "Power of the leader ", " Kill the Enervate and Energize your
Power" or "Energize your dream"
5. Target on sport program sport channal, bill board, sport megazine.
6. lower than the customer in every segment.
7. Lower price, higher class looked and better teast.
8. If we have good Marketing plan because we have long term experience
to make best quality products.
9. "Best Quality Everywhere"
10. If the budget is avirable it will be great.