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Turning Sumol into a worldwide brand for local consumers in the UK market: developing the marketing strategy for Sumol in the UK
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| 10.7 MB | Adobe PDF |
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This thesis explores Sumol’s market entry strategy into the UK carbonated soft drinks (CSD)
market, leveraging its Portuguese heritage and focus on natural and exotic flavors. A
combination of qualitative and quantitative research examines market trends, consumer behavior,
and competitive dynamics to identify opportunities for differentiation. Sumol’s marketing
strategy in the UK CSD market is defined through segmentation, targeting, and positioning.
Through segmentation, four consumer groups were identified, with taste-focused consumers
emerging as the primary target and social drinkers as a secondary target. The proposed
positioning emphasizes Sumol’s authentic Portuguese flavors and natural aromas, setting it apart
from competitors. The analysis informs a phased marketing strategy, targeting key demographics
through tailored distribution, pricing, and promotional efforts. By emphasizing Sumol’s unique
value proposition, the plan outlines actionable steps for building brand awareness, driving trial,
and achieving sustainable growth in a competitive market.
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Sumol UK market Market entry strategy Differentiation Marketing strategy Segmentation Targeting Positioning