Zumo – The Energy drink

Zumospa is a Spanish company, based in Valencia. It products food and drinks, and more precisely Zumo, a sport drink. Zumo represents 30 million euros, so 30% of Zumospa’s turnover. Zumo is a Spain product, and the company wants to promove it in Europe, to develop the market. Zumo is an energy drink, which contains caffeine, vitamins and glucose. The target of its product is fitness-conscious people, especially sportsmen and women between 20 and 45 years. We are marketing experts so we will try to do our best to realize a global expertise with advantages and disavantages of Zumo.
PRODUCT STRATEGY
1)As Zumo is a Spanish name, we need another name. This name must be euphonic, easy to pronounce and memorize. We chose the name “boost shark”. Indeed, many energy drinks already exist, such as Red Bull, Dark dog. As our drink is similar to the others, we used the same means of finding a name. Boost shark is composed of boost, which corresponds to the properties of drink, i.e. energizing and supposed to give again energy. The shark is an living animal, dynamics, energetic and aggressive. It also corresponds by its force to the image that we want to give about our drink. It will be necessary to record the name of our product to OMPI (Worldwide organization Intellectual property) in order to protect it.
TARGET
2) An energizing drink is a drink which gives a renewal of energy to the consumer, not to confuse with an energy drink dedicated to the the hydration of the sportsmen. In most case, an energizing drink contains a concentration rather high of cafeine and sugar then, according to the specific receipt of each product, of the extracts of plants like the guarana or the ginseng and various molecules like the bull-fighting one, of the vitamins B, the arginine, creatin, etc… On a world level, it’s the drink « Red Bull » the Austrian who dominates the market with more than 70% of market share .
The target in Spain is the people between 20