Zumo – creating a global brand

Team No.07: Nguyễn Hữu Hoàn

Trần Thị Hồng
Nguyễn Thị Thanh Xuân
Nguyễn Yến 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 : Cash cow
product portfolio
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 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

Page 01
 Zumo – creating a global brand

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…
Page 02