Principles of Marketing Assignment September 2026: Zumo Energy Drink Malaysia Marketing Report

Principles of Marketing Assignment: Zumo Energy Drink Entry into Malaysia (September 2026)

In this September 2026 Principles of Marketing report, students advise Zumposa, the Spanish maker of the Zumo energy drink, on taking the brand beyond Europe, starting with Malaysia and South East Asia. In about 1,250 words they recommend which customers to target and how to position Zumo, build a marketing mix for the Malaysian market and plan the promotional mix that will launch the brand.

Case: Zumo the Energy Drink

Launched in the mid-1980s, Zumo is an energy product sold in four flavours. It is currently sold only in Europe, where average incomes are high. It is priced above an equivalent non-energy soft drink such as Coca-Cola, but is not as expensive as some energy drinks.

Zumposa, the food and drinks company based in Valencia, Spain, produces Zumo. Its managers want to make Zumo a global brand. They know that Zumo is seen as a Spanish drink and that this might not be suitable when developing a global image. The board of directors has decided to focus first on Malaysia and South East Asia, launching a global campaign with the aim of a 5% market share in the first year. Decisions are now needed on target markets and the marketing mix strategy.

Task

Write a marketing report recommending a strategic plan for Zumo energy drink. The report shall include the following:

1. Identify the best markets to serve using the STP (Segmentation, Targeting and Positioning) framework, and justify your recommendation.
2. Develop an appropriate marketing mix (4Ps) for the business targeting the identified market.
3. Propose an integrated promotional mix to create awareness and promote the brand in Malaysia.

General Report Formatting Guidelines

• The report must be formatted with a font size of 12pt Times New Roman or Arial and 1.15 line spacing.
• Paragraphs must be properly aligned (justified).
• All information provided must be straight to the point and precise.
• All figures and tables (if any) must be mentioned and explained in the text.
• Upload in PDF file only.

Academic Integrity

• Avoid all forms of plagiarism. Indicate the source of all materials and information taken from elsewhere, and list the full reference in the references section at the end of the report.
• Avoid collusion, meaning inappropriate collaboration between students where they work together or share work in a way that undermines the requirement for independent effort.
• Avoid using AI tools such as ChatGPT to create text and presenting it as your own; this is considered cheating.