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Turning Sumol into a worldwide brand for local consumers in the UK market: developing the product strategy for Sumol in the UK
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This thesis investigates Sumol’s market entry strategy into the UK carbonated soft drinks (CSD)
market, highlighting its Portuguese heritage and focus on natural and exotic flavors. The group
research identifies opportunities for differentiation through authentic brand positioning, while the
individual analysis focuses on developing a targeted product strategy. Combining qualitative and
quantitative insights, the study outlines a phased marketing strategy. It launches with three flavors
- Orange from the Algarve, Pineapple, and Mango - packaged in 330ml sleek cans. The approach
targets key demographics through tailored distribution, pricing, and promotional efforts.
Additionally, the strategy focuses on a streamlined SKU selection to enhance operational efficiency
and market relevance, while setting a foundation for future product innovations. By leveraging
Sumol’s unique value proposition - its sensory appeal and cultural authenticity - the marketing plan
provides actionable steps to build brand awareness, encourage trial, and achieve sustainable growth
in a competitive market.
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Sumol UK market Market entry strategy Product strategy Marketing plan