Turning Sumol into a worldwide brand for local consumers in the French market - product and price

Abstract

Product and price present important elements of the marketing mix and require careful management. This paper provides a theoretical deep dive into the two marketing mix elements, including the discussion of several theories relevant to the case at hand. Moreover, the literature will be applied to Sumol and will help to solve the overall management problem of “how to turn Sumol into a worldwide brand for the local consumer in the French market”.