Zumo商务英语case study.ppt

1、Zumocreating a global brand,02号 陈雪虹 03号 邱玲 04号 王桂丽 05号 吕丹华,Does Zumo need a new name?,No, it doesnt.Because we need to depend on a firm fundation when we creat a global brand.,New slogan,The choice of new generation Follow your thirst,Redesign the Zumo Bottle,Limited in Span Redesign one can for all

2、 markets,Difficult to challenge traditional?,New market opportunities,growing emphasis on sports and fitness more attention to the health of the beverage,New Zumo varieties for different market segment?,Cater to local market Spicy sports drinks（Mexico) Non-alcoholic drink made from herbs( the Southe

3、rn states of the US) Diet drinks (aim at reducing obesity ) Drinks combined with tea component (Japan),Price,Affect the consumers purchase , inversely proportional Suggestion: a medium-range price different composition lead to different cost Unreasonable? Medium price may be consistent to the local

4、conditions,Ideas for advertisement,TV, Radio,Newspaper,Magazine. Choosingrepresentativesportstar endorsement. Employing the world-class stars for endorsement. Exploiting Internet and outdoor advertising. Reflecting the two themes of sports and health.,Sponsoring some kind of event?,The upcoming Lond

5、on Olympic Games is a good platform to marketing. Through OLY advertising, improve enterprise brand and promote brand image.,Competition Strategy Marketing Mix,Product : highly reliable quality , different versions Price : similar to price of the Coke, Pepsi, and Hemz , etc Promotion : traditional media, the flagship stores, and some sponsorship activities, etc Place : global market,Create a special division to market Zumo worldwide?,Of course yes For it will more focused an