Case Study Zumo
Creating a global brand
Creating a global brand
ZUMO
ZUMO
CASE STUDY
CASE STUDY
RELIQUET Emilie
SCHERRER Laurie
Sir Tostain,
You will notice during your reading that some of your recommendations offered during the debriefing oh our oral presentation have not been met, including the change of our logo. This reflects in any way an act of negligence 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 rather than suppress.
Hope you like it, enjoy your reading.
Sincerely,
Laurie and Emilie.
Zumospa would like to make Zumo a global brand; the company needs to reposition Zumo for the international market. Zumospa would like to launch a global campaign focussing first on South America, Mexico, The Southern states of the US and Japan, where they have regional offices.
Zumospa is a food and drink company based in Valencia, in Spain. Zumo is the best-selling sports drink in Spain. In the last financial year, Zumo contributed €30 million to Zumospa’s annual sales revenue, accounting for 20% of the company’s total turnover, and 4,5 million in profits. It is Zumospa’s cash cow, generating more revenue than any other of its products. The drink contains vitamin and a secret ingredient: “herbora”, made from roots of rare African plants. Scientific studies results about its formula and proved that the body absorbs Zumo faster than water or other soft drink. Zumo offers four flavours: classic, light, kiwi and strawberry.
Zumo is now sold all over Europe. It has a large channel of distribution: the drink is distributed mainly through 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 endorsement contracts with famous European footballers and tennis stars. Which is a pity; it’s that this drink is
Creating a global brand
ZUMO
ZUMO
CASE STUDY
CASE STUDY
RELIQUET Emilie
SCHERRER Laurie
Sir Tostain,
You will notice during your reading that some of your recommendations offered during the debriefing oh our oral presentation have not been met, including the change of our logo. This reflects in any way an act of negligence 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 rather than suppress.
Hope you like it, enjoy your reading.
Sincerely,
Laurie and Emilie.
Zumospa would like to make Zumo a global brand; the company needs to reposition Zumo for the international market. Zumospa would like to launch a global campaign focussing first on South America, Mexico, The Southern states of the US and Japan, where they have regional offices.
Zumospa is a food and drink company based in Valencia, in Spain. Zumo is the best-selling sports drink in Spain. In the last financial year, Zumo contributed €30 million to Zumospa’s annual sales revenue, accounting for 20% of the company’s total turnover, and 4,5 million in profits. It is Zumospa’s cash cow, generating more revenue than any other of its products. The drink contains vitamin and a secret ingredient: “herbora”, made from roots of rare African plants. Scientific studies results about its formula and proved that the body absorbs Zumo faster than water or other soft drink. Zumo offers four flavours: classic, light, kiwi and strawberry.
Zumo is now sold all over Europe. It has a large channel of distribution: the drink is distributed mainly through 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 endorsement contracts with famous European footballers and tennis stars. Which is a pity; it’s that this drink is