Case Study Zumo Essay

You bequeath nonice during your reading that approximately of your recommendations crackinged during the debriefing oh our oral presentation cast not been met, including the change of our logo. This reflects in any way an act of oersight or a lack of rigour. Indeed, we are convinced by some of our ideas, so we prefer to develop you them so that you join there or else than suppress.Hope you comparable it, enjoy your reading.Sincerely,Laurie and Emilie.Zumospa would like to make Zumo a spheric brand the company needs to reposition Zumo for the international market. Zumospa would like to constitute a global go focussing first on southeastward America, Mexico, The Southern states of the US and Japan, where they turn out regional offices.Zumospa is a food and present company based in Valencia, in Spain. Zumo is the best-selling sports suck up in Spain. In the last financial year, Zumo contributed 30 zillion to Zumospas annual sales revenue, accounting for 20% of the compa nys total turnover, and 4,5 million in profits. It is Zumospas cash cow, generating to a greater extent revenue than any early(a) of its crossings. The pledge conquers vitamin and a secret ingredient herbora, made from roots of archaic Afri tooshie plants. Scientific studies results about its formula and proved that the body absorbs Zumo windy than water or other soft drink. Zumo offers four flavours classic, slack, kiwi and strawberry.Zumo is today sold either over Europe. It has a large channel of scattering the drink is distributed mainly by means of grocery stores, convenience stores, and supermarkets, also through sports clubs. Sales generated through contracts with professional leagues, such as football, golf and tennis associations. Press, TV and radio advertising is backed up by warrant contracts with famous European footballers and tennis stars. Which is a pity its that this drink is sold solitary(prenominal) in Europe. Such a success deserves to be applied in ternationally.The sports drink market is the most rapidly growing constituent of the world bever era market. The market is very competitive, with major companies such as coca plant-Cola, Pepsi Cola another fighting for market share. We can await an opening Barriers from the existing market on each coun accentuate.Product strategy Zumos saucily faceEven though Zumospa has been going well in Spain, if we go and run a business with the same brand place Zumo and similar cooking stove to the USA, Mexico, South America, and Japan, it would be possible to make the countries raise up antipathy. The reserve for the outside ingatherings is increasing. Initial research suggests that Zumo is perceived, as a Spanish drink, and its close identification with Spain may not be adequate when evolution a global brand. We impart discard old perspectives towards the markets, specially when we hit the ceiling our services or products to international market, which clear different cultural foundations.An brace drink is a drink that gives a re hotal of energy to the consumer, not to conf hold with an energy drink dedicated to the hydration of the sportsmen. In most case, an energize drink contains a concentration rather lavishly of caffeine and borecole then, according to the special receipt of each product, of the extracts of plants like the guarana or the ginseng and various molecules like the bull-fighting one, of the vitamins B, the arginine, creatin, etc. As we know, Zumo just contain vitamin and African plants, and scientific have recognized the energy inputs of natural products utilise. We believe its important to emphasize this point, which act ass a competitive advantage of the products to its competitors. Thats why we propose several solutions to refresh Zumo, and highlight the brands values. In addition, for a brand to be global, its logo, name and slogan must be recognized and perceived like a familiar for all passel. We invented a tonic name, log o, slogan and packaging for the drink, in holy order to anchor a positive two-base hit of the brand in the headsprings of consumers.Talking about consumersZumo is positioned as an energy product for fitness conscious people, oddly sportsmen and women between the age of 20 and 35, and even the older athletes. We succeeded in Spain with this tar buzz off market and we get out continue to allege it in international market. The scope of the drink matches these consumers. Athletes jump out the values of the beverage, recognize its qualities. They represent our main target. But our customers can get going far beyond sportsmen. Indeed, people are touch oned more than and more about health, and pay attention to the ingredients contained in what they eat and what they drink. We can expect to receive more in addition to consumers through the properties of the drink.In order to stretch our consumer panel, the drink will be offered in different version, like in Spain, where the drink is proposed with kiwi and strawberry. A version of the drink sugar-depleted will be deployed in each country. With regard to the different fragrance (cherry, mint, etc.) depending on the country concerned by this development. But before that, its requisite to perform a complete redesign of the brand, to give an sign more correlated with the drinks values.A new name, for a new fameThe name Zumospa is focused as a Spain brand, to Spanish language. Its clearly a household name. Its incumbent to reinvent it, for a more international name. This name must be euphonic, flabby to pronounce and memorize. Zumospa is a Spanish product it means the fruit juice in Spanish. In Spain, this product is much known, but not in the other countries because it is only sold in Spain. We so had to find a new name, so that he must be significant for all that is why we chose the incline language, it is going to give a modern and young tone. And especially all the consumers and the future consumers will understand it NEDNatural free energy DringNEDNatural vigour DringThe new name has to express the benefits of the product, that it represents the drink, a powerful, energetic name and especially that it shows highly rated natural of this energy drink. We had found several names as for example Strong Jet, Big Torrent, NED or TORERO. Having hesitated a lot, we selected NED (the Natural Energy drink), it is very simple because it is the definition of the product but it is particularly easy to pronounce for the most part of country, it is short and precise. It is also necessary to note the administrative formalities we shall thus have to register the name of our product to protect it from any copy, to WIPO (the World Intellectual Property OrganizationA little makeoverIt exists on the market of the drink big competitors as Pepsi, Coca Cola but especially on the market of energy drinks as Red Bull. In order to compete against big competitors like Pepsi and Coke, especially Red Bull, a nd reshape the image of the drink, we think we should redesign the logo. The current image is too simple, too Spanish and cannot bring in strong impressions in foreign customers.Pepsi and Coke have been known as calorie products while present more and more people are paying attention to robust product. So we will focus on marketing that Zumo is energy drink with low gas, glucose and with natural ingredients. Thats why, in the logo, we have combined the rears spike with a small daisy. We wanted to show it in the logo so that the customers substantialize of highly rated natural of the productTo represent the energy values of the drink that brings strength and force, we used the Hulk arm that represents, in our opinion, an icon of physical force. To show that this strength comes from the earth, we combined with this image of a small daisy, reminding the natural aspect of the drink. The particularity of this logo is the line of descent between the powerful arm and the delicate f lower, held in his hand. In addition, the colour are sparkling and strongly recall the ecological context (green, yellow, white). The specificity of the image will allow that its permanently implanted in the mind of the consumer.After the logo, we have decided to occupy us of the slogan. We thus infallible a small sentence, which represents the logo but especially the product. As we used Hulk as image of Zumo, we decided to stay in this genius of great powerful, but natural strength. Having thought a lot we have chooses Great Get the Natural Strength . Obtain the strength by drinking our drink, a strength nature but very powerful. We thus used play on words to insist well on the natural fact of the supernatural product and the strength of Hulk.And a suitable outfitOur main target being athletes, as well as all active people, we decided to adapt the new packaging for their needs. In addition, it breaks the image of the current energy drink, full of chemicals. Indeed, all competin g drinks, except one, offer their beverage in cans.Thats why we will propose a new contain plastic bottles. Available in different format, from 25cl to 50cl, these contain enables easier transport of the drink. Whether in a gym bag or a handbag, an open can can no longer store while the bottle is reformed indefinitely. The bottles will have a stopper teat, do usage more convenient and less risky for active people moving constantly.The bottles will be made with a green plastic. It can be recycled and reused to reduce the impact of waste on the environment. Indeed, its impractical for a company promoting ecologic values to neglect the growing concern of consumers for ecology.PositionWe should reshape specific identity and directional characteristics of Zumo as a sports beverage. Choose gorgeous designs and intense colours to lay an emphasis on the image of the silver generation who care about their style and designate to the luxurious life style.The price will be about 2 because we have made decision that our targeted customers is ready to pay for a high quality product. They could be willing to pay for the product, even it could be expensive. except we made a decision to the price, which is higher than other competitors products to posit high quality to consumers.What else?We can expect a real success for the introduction of the drink worldwide. We will have to monitor the results of the campaign and the strategies put un place. Subsequently, other operations will need to be considered to maintain the reputation and the dynamism of the brand. E already thought of some actions.For example, it would be interesting to create versions derived from NED a line of bottle for girls, a light version, as well as other flavours (strawberry, peach, etc.). Proposed perfumes will vary depending on the country in witch the drink is sold. Each of them may have different preferences in terms of taste, so it will be necessary to adapt to their habits.Communication strategyWe can lead international marketing campaign as a successful case by selecting specific target layers and using effective promotion routes.MediaFirstly, advertising is known as the first step to introduce our product to foreign market We use one method Innovative advertising, marketing around the world. We are be after to do promotion by teaser ad, outdoor billboards, and sample party. Our yeasty team knew create us some very interesting sketches. We could do teaser ad, which are easy to see around us as a promotion method to attract customers interests and attention. The localization of function to publicize will be a rush place.Our views will be present in many places Using outdoor billboards, especially at bus stops, buildings, fitness centres, and on the newspaper, magazines and so on.Hors mediaThe world is waiting for capital of the United Kingdom 2012 exceeding and I think this will be a intelligent opportunity to advertise our products by sponsoring. Olympic always attrac ts everybody all over the world. If we sponsor Olympic, our product will appear frequently and it will create strong impression in foreign customers. When athletes use our products, our prestige will be consolidated and many people will want to try our products.We going to take advantage the Olympics games for doing the global launched of the new brand, new product line and new image (logo), supports of advertising in media. We are mantic to hold a sampling party. For example, we are scheduled to a sampling party at the fitness centre, 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.Apply to be official sponsor at next Olympic Games. Its a great chance for us to publicize our new brand. Olympic Games are the biggest sports event that sportsmen and women all around the world account forward to. We could contract an ad with famous footballers, tennis players, and athletes.