Turning Sumol into a worldwide brand for local consumers in the French market - place and distribution

Abstract

Sumol’s current challenge is to strengthen its position in the French market. The brand is distributedvia ethnical retailers, serving mostly the Portuguese community in France. Yet to reach the goal of becoming a world-wide brand for the local consumer in the French market, Sumol needs to adapt its positioning, business model, marketing mix and communications plan according to the specific needs and preferences of the French target. Hence, the paper presents a solution and its financial impact, based on findings from secondary and primary research.