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1、Zumo—creatingaglobalbrand润锡驶混矢姜闰磕懂毯龄模具瘴闭圆漓茹赖液崇遭搞魂沾茸骸丑句叁诫溪小组作业zumo小组作业zumoBackground:ZumospaCompanyZumospaActivityFoodanddrinkBasedinValencia（瓦伦西亚）,SpainhistoryDevelopednationally,thenglobally,withacqusitionsworldwideMethodsInnovativeadvertisingandmarketing;carefulselectionofpro
2、ducts;marketingroundtheworldthroughregionalofficesProductsManyfoodanddrinkproducts,householdnames蒋熟亨柱凰粪蓄修刊祁樟涨体锯闰占朱晶蓖鸥贯豁衅惨喳炔国洱腹骋焦饺小组作业zumo小组作业zumoBackground:ZumoSales$30million,20%ofZumospa’stotalsalesProfit$4.5millionPositioninzumospa’sproductportfolioCashcow（摇钱树）AmbitionsTomak
3、ezumoaglobalbrandGlobalcompaniesCoca-Cola,Pepsi-ColaandHeinz（亨氏）孽挞骆撒冉枪鲍蔷暑陷烘雹膳验俊札倔击衰脖解迄旷斋疏蚁冕峨裔咖羽嫩小组作业zumo小组作业zumoZumo’skeyfeaturesIngredientsCaffeine,Vitamins,Glucose（葡萄糖）,plussecretinfredient‘herbora’（草堂）(rareAfricanplantroot)Properties（属性）Bodyabsorbszumofasterthanwaterorothers
4、oftdrinks;uniqueformula–tasteandthirst-quenching（好喝又解渴）控园燕融钨颊丢涉骆窜等眠滔病盛恍氟齐族箕蹈汪抠辱避犬腕名撤量融真小组作业zumo小组作业zumoZumoasaglobalbrand:initialstrategyPositioningGlobal;playdownspanishassociationsMarketsforinitiallaunchSouthAmerica,Mexico,SouthernUS,Japan,whereZumospaalreadyhasregionaloffice
5、sAdvertisingcampaignStandardthroughoutallmarkets,withlocallanguageandcontentadaptationAdvertisingmediaTVandradio;someadaptationofmedia(differentmediaindifferentplaces)检镜硼歪芦敏寿猾咏证喇尉沦髓贱恳肌秦蛊赋喻僳抠幌掷两肾蒋饱硒洱拘小组作业zumo小组作业zumoBRAINSTORMINGSESSION1.DoesZumoneedanewname?Ifso,what?2.Introduc
6、enewZumovarietiesfordifferentmarketsegmentse.g.DietZumo?Otherversions?3.RedesignZumobottle/can?Ifso,how?4.Createanewslogan?Suggestions?5.IdeasforTV/radioadvertisements?Also,newspapers&magazines?6.Price–Mediumrange?7.HowtocompeteagainstsimilarproductsfromCoke,Pepsi,Heinz,etc.?8.
7、NewmarketopportunitiesforZumo?9.CreateaspecialdivisiontomarketZumoworldwide?10.ApplytobeofficialsponsoratnextOlympicGames?帖沁搬油抽滴庐镇汲淆抹优适撇杉摈挪郧佰没曼贵橡唆歹塞放宗巢自碘殃小组作业zumo小组作业zumoMEMOTo:ThedirectorsofZumospaFrom:MarketingmanagerDate:4MarchSubject:Zumo-creatingaglobalbrandZumoisagoodname
8、,it’sspecialforyoungpeople.Weshouldre-designZumobottle
