Zumo商务英语case study

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1、Zumo—creatingaglobalbrand02号陈雪虹03号邱玲04号王桂丽05号吕丹华DoesZumoneedanewname?No,itdoesn’t.Becauseweneedtodependonafirmfundationwhenwecreataglobalbrand.NewsloganThechoiceofnewgenerationFollowyourthirstRedesigntheZumoBottleLimitedinSpanRedesignonecanforallmark

2、etsDifficulttochallengetraditional?NewmarketopportunitiesgrowingemphasisonsportsandfitnessmoreattentiontothehealthofthebeverageNewZumovarietiesfordifferentmarketsegment?CatertolocalmarketSpicysportsdrinks（Mexico)Non-alcoholicdrinkmadefromherbs(theSou

3、thernstatesoftheUS)Dietdrinks(aimatreducingobesity)Drinkscombinedwithteacomponent(Japan)PriceAffecttheconsumer'spurchase,inverselyproportionalSuggestion:amedium-rangepricedifferentcompositionleadtodifferentcostUnreasonable?Mediumpricemaybeconsistent

4、tothelocalconditionsIdeasforadvertisementTV,Radio,Newspaper,Magazine.Choosing representative sport star endorsement.Employingtheworld-classstarsforendorsement.ExploitingInternetandoutdooradvertising.Reflectingthetwothemesofsportsandhealth.Sponsorings

5、omekindofevent?TheupcomingLondonOlympicGamesisagoodplatformtomarketing.ThroughOLYadvertising,improveenterprisebrandandpromotebrandimage.CompetitionStrategyMarketingMixProduct:highlyreliablequality,differentversionsPrice:similartopriceoftheCoke,Pepsi,

6、andHemz,etcPromotion:traditionalmedia,theflagshipstores,andsomesponsorshipactivities,etcPlace:globalmarketCreateaspecialdivisiontomarketZumoworldwide?OfcourseyesForitwillmorefocusedandmoreprofessionalandcanensurethesuccessfulimplementationofthisplanT

7、hankyou