Turning Sumol into a worldwide brand for local consumers in the French market - marketing strategy

Abstract

In an internationalisation strategy, the demarcation of segments, target(s)and positioning is critical to the success of any given project. This paper employs the fitting theoretical frameworks to the challenge of turning Sumol into a worldwide brand to the French consumer, drawing out of it a feasible, relevant, and differentiated marketing strategy, that aims to captivate and prompt the consumer to action, ensuring, nonetheless, that the essence of the brand is respected and preserved.