Developing a global brand

Zumospa needs to reposition Zumo for the global market. Initial research suggests that Zumo is perceived as a Spanish drink, and its close identification with Spain may not be suitable when developing a global brand.

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. A decision has been taken to use a standardized advertising theme in these markets, although the copy of the advertisements and language of the TV and radio commercials will be adapted to local needs.

Before setting up focus groups in these areas and commissioning market surveys, the Marketing Department of Zumospa have organised an informal departmental meeting to brainstorm ideas for their global marketing strategy.

Brainstorming Session

1. Does Zumo need a new name? If so, what?

2. Introduce new Zumo varieties for different market segments e.g. Diet Zumo? Other versions?

3. Redesign Zumo bottle/can? If so, how?

4. Create a new slogan? Suggestions?

5. Ideas for TV or radio advertisements? Also, newspapers and magazines?

6. Price-medium range?

7. How to compete against similar products from Coke, Pepsi, Heinz, etc?

8. New market opportunities for Zumo?

9. Create a special division to market Zumo worldwide?

10. Apply to be official sponsor at next Olympic Games?

Task

You are members of the Marketing Department of Zumospa. Work in groups and brainstorm the points listed in the rough notes. Then meet as one group and select some of the best suggestions for further study.

UNIT 6 FOREIGN TRADE

Active word-list. Read the words and word combinations and learn them.

apply v касаться, относиться

afford v быть в состоянии, позволить себе

balance of paymentплатежный баланс

concentrate v сосредотачивать (ся), концентрировать (ся)

create v творить, создавать

currency n валюта, деньги

exchange n обмен денег

exchange v обменивать, разменивать

exportn экспорт, вывоз

export v вывозить, экспортировать