Principles of Marketing Assignment September 2026: Zumo Energy Drink Marketing Plan

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Individual Marketing Report

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Marketing

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Date

10/09/2026

Principles of Marketing Assignment: Zumo Energy Drink Marketing Report (September 2026)

Course	Principles of Marketing
Semester	September 2026, Semester 1
Assessment Type	Individual marketing report
Length	About 1,250 words
Format	12pt Times New Roman or Arial, 1.15 line spacing, justified text, submitted as a PDF

This Principles of Marketing assignment uses a short case on Zumo, a Spanish energy drink that wants to go global, starting with Malaysia and South East Asia. Students act as marketing advisers and write a report that recommends a strategic plan: which markets to serve, how to build the marketing mix for the chosen market, and how to promote the brand in Malaysia.

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:

Identify the best markets to serve using the STP (Segmentation, Targeting and Positioning) framework, and justify your recommendation.
Develop an appropriate marketing mix (4Ps) for the business targeting the identified market.
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.

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The Zumo case looks simple, but marks in this Principles of Marketing report depend on how well you justify your choices. Many students list segmentation variables without picking a clear target segment in Malaysia, or build a 4Ps mix that ignores Zumo's premium-but-not-top price and its Spanish image. If you need someone to check your STP logic, positioning statement or integrated promotional mix, you can ask us to do my marketing assignment with you step by step. For structure and depth, browse our marketing assignment samples, compare the BUS4333 principles of marketing assignment brief, and see a similar STP strategy question for Gardens by the Bay.

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