Unit 2: Case studyZumo – creating a global brand

Brainstorming, pg. 19 Stating objectivesThe purpose of the meeting is...What we need to achieve today is...Our objective here is to...

Making suggestionsI think we could...I suggest we...One thing we could do is...I think we’d reach a wide audience.What about...?Would it be worth –ing...?It would be great to...

Encourging contributionDon’t hold back...Fire away!Say whatever comes to your mind.Any other ideas?Would it be worth –ing...?What about...?

Expressing enthusiasmThat’s great!That’s the best idea I’ve heard for a long time.That’s an excellent suggestion.Excellent!We should definitely do some of that.Absolutely!

Zumospa Background

Company name Zumospa

Activity Food and drinks

Based in Valencia, Spain

History Developed nationally and globally

Zumo Background

Producty name Zumo

Position in Zumospa’s product portfolio

Cash cow

Ingredients Caffein, vitamins, glucose, “herbora“

Properties Body absorbs it faster than water or other soft drinks, unique formula – tasty (four flavours) and thirst-quenching

Task Members of marketing Department of Zumospa

Read: Marketing + Developing a global brand, pg. 21

Brainstorming session, pg. 21

Take notes

Type of problem Positioning Zumo as a global brand

Markets for initial launch South America, Mexico, southern USA, Japan

Advertising campaign Standard through all markets, local language and content adaptation

Advertising media TV, radio

Writing task: e-mail Style (semi-formal/formal):

• Efficient provision and exchange of information

Contents:

• Inform the directors of the company of the key ideas which came out of the brainstorming session

• Indicate which ideas you favour and why

Opening phrases:

• Dear Mr/Mrs/Miss/Ms + surname

• Dear Sir(s)/Madam(s)

• Dear + name

Closing phrases:

• Yours sincerely (BrE)/Sincerely (AmE)

• Yours faithfully (BrE)/Sincerely yours (AmE)

• Best wishes/regards

Your name and position

Thank you for cooperation!