Turning Sumol into a worldwide brand for local consumers in the UK market: developing the communications plan for Sumol in the UK

Abstract

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, revealing opportunities for differentiation through authentic brand positioning and taste-focused product offerings. The analysis informs a phased marketing strategy, targeting key demographics through tailored distribution, pricing, and promotional efforts. The communications plan reinforces this strategy by focusing on key UK cities, leveraging Tesco and Sainsbury’s distribution channels to introduce Sumol to consumers. In the initial phases, digital and in-store activations play a central role in driving brand trial, complemented by targeted social media campaigns. The plan provides a structured approach to building brand awareness, positive attitude, engagement, and long-term customer loyalty in a highly competitive market.