This week I have to propose a creative metaphor for a Colombian company that wants to go international. In addition, I have to propose a new product and strategies for the company to relate with partners abroad.
In this case, the metaphor will help the company to be known abroad, because it expresses what the product, the brand and the company is. All the members of the company identify with it and the company expects partners and customers to be identified too; No matter what is the language they speak but they can understand the metaphor equal in any place around the world because the message itlsef transmits emotions and feelings, that help people to recall products associated with this emotions. That is one principle of Marketing.
I want to present you Energy Star, It is a new product of Colombian Beverage Company from Medellin. It is an energetic beverage.
This product is unique in the market because of its main component: Carambolo.
This tropical fruit grows in the southeast of Antioquia, department of Medellin.
It makes Energy Star the healthiest energetic beverage in the world, how its slogan states: “REACH THE STARS AND BEYOND”. This metaphor invites people from 18 to 25 years old, which are our target, to buy and consume the product. The reason is that when they drink Energy Star they will feel with all the energy to make everything they have to do in a day and more, it means their normal days can last as many hours as they want. They can do everything they want with all the energy they need, they will feel that everything is possible. Anything is impossible.
This tropical fruit grows in the southeast of Antioquia, department of Medellin.
It makes Energy Star the healthiest energetic beverage in the world, how its slogan states: “REACH THE STARS AND BEYOND”. This metaphor invites people from 18 to 25 years old, which are our target, to buy and consume the product. The reason is that when they drink Energy Star they will feel with all the energy to make everything they have to do in a day and more, it means their normal days can last as many hours as they want. They can do everything they want with all the energy they need, they will feel that everything is possible. Anything is impossible.
Our team of marketing and designers has chosen this metaphor because they know we want to show a free, fresh, young and relaxed brand but at the same time a strong, positive and powerful one. Everyone inside the 
company identifies with this slogan and these features of the brand. Employees are very young and relaxed people as well as the owners and we want to transmit this to the consumers and business partners.
company identifies with this slogan and these features of the brand. Employees are very young and relaxed people as well as the owners and we want to transmit this to the consumers and business partners.Carambolo fruit plays an important role in the name of the product and its slogan; because when you do a transversal cut of the fruit you can clearly see a shape of a star, and at the same time, it is a very energetic fruit, its flavor is unique and delicious. This fruit inspires freedom and youthful.
We want our business partners to know and perceive this from our brand and product, in the future they can get identify with this corporative and brand identity too, and working together will be easier. We will be talking in the same terms.
We want our business partners to know and perceive this from our brand and product, in the future they can get identify with this corporative and brand identity too, and working together will be easier. We will be talking in the same terms.
The strategies we will use to have business with our partners will be:
• Let them know the quality and exclusiveness of our product, thanks to good working environment inside the company.
• To be serious and concrete when we define the business and the contracts. To set well define objectives from the beginning.
• To be punctual with the deliveries of the orders in order to, they perceive us like a very serious company and they trust us.
• To present them true informs and carry out all what we promise them.
• To maintain good relations with them and accept suggestions.
• Let them know the quality and exclusiveness of our product, thanks to good working environment inside the company.
• To be serious and concrete when we define the business and the contracts. To set well define objectives from the beginning.
• To be punctual with the deliveries of the orders in order to, they perceive us like a very serious company and they trust us.
• To present them true informs and carry out all what we promise them.
• To maintain good relations with them and accept suggestions.
In this way, we will involve our partners in the business. We think the most important is that, they perceive us like a very committed company in which they can trust and not just work together but create long term relations.
REFERENCE:
Images were taken from:
"Comprar Carambolo, fruta de pulpa,carambolo, información al consumidor." Los mejores productos naturales y ecológicos, directamente del productor, sin intermediarios.. N.p., n.d. Web. 4 Sept. 2010. http://colombia.directodelcampo.com/desctags/carambolo
