Publicação
Turning Sumol into a worldwide brand for local consumers in the UK market: developing the product strategy for Sumol in the UK
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Velosa, Jorge | |
| dc.contributor.author | Bilotti, Benedetta | |
| dc.date.accessioned | 2025-08-18T08:30:18Z | |
| dc.date.embargo | 2030-01 | |
| dc.date.issued | 2025-01-15 | |
| dc.date.submitted | 2025-01 | |
| dc.description.abstract | This thesis investigates Sumol’s market entry strategy into the UK carbonated soft drinks (CSD) market, highlighting its Portuguese heritage and focus on natural and exotic flavors. The group research identifies opportunities for differentiation through authentic brand positioning, while the individual analysis focuses on developing a targeted product strategy. Combining qualitative and quantitative insights, the study outlines a phased marketing strategy. It launches with three flavors - Orange from the Algarve, Pineapple, and Mango - packaged in 330ml sleek cans. The approach targets key demographics through tailored distribution, pricing, and promotional efforts. Additionally, the strategy focuses on a streamlined SKU selection to enhance operational efficiency and market relevance, while setting a foundation for future product innovations. By leveraging Sumol’s unique value proposition - its sensory appeal and cultural authenticity - the marketing plan provides actionable steps to build brand awareness, encourage trial, and achieve sustainable growth in a competitive market. | pt_PT |
| dc.identifier.tid | 203960459 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/186539 | |
| dc.language.iso | eng | pt_PT |
| dc.relation | UID/ECO/00124/2013, | pt_PT |
| dc.subject | Sumol | pt_PT |
| dc.subject | UK market | pt_PT |
| dc.subject | Market entry strategy | pt_PT |
| dc.subject | Product strategy | pt_PT |
| dc.subject | Marketing plan | pt_PT |
| dc.title | Turning Sumol into a worldwide brand for local consumers in the UK market: developing the product strategy for Sumol in the UK | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | embargoedAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | A Work Project, presented as part of the requirements for the Award of a Master’s degree in Management from the Nova School of Business and Economics | pt_PT |