Developing a global brand

Date: 2015-10-07; view: 529.

Case study

Discuss the options, or think of another one.

Role play

The management team at Wrigley meet to discuss a new product in chewing gum. Form two groups and decide on a new gum, its market and its advertising image.

Group 1:You want to create a gum that gives you energy. Think of the market (drivers, students, office workers etc.), think of a name and an advertising phrase.

Present it to the other group and take questions.

Group 2:You want to create a gum that helps you to relax. Think of the market (stressed, too much energy, over excited, etc.), think of a name and an advertising phrase. Present it to the other group and take questions.

Zumospa needs to reposition it 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 focusing 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 organized an informal departmental meeting to brainstorm ideas for their global marketing strategy.