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Turning Sumol into a worldwide brand for local consumers in the UK market - developing the pricing strategy for Sumol in the UK
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Resumo(s)
This thesis examines Sumol’s strategic entry into the UK carbonated soft drinks (CSD) market,
focusing on its Portuguese heritage, natural ingredients, and exotic flavors. It highlights pricing as
a pivotal element within the marketing mix, acting as a bridge between value creation and value
extraction. Through a combination of qualitative and quantitative research, the study evaluates
market trends, consumer behavior, and competitive dynamics, identifying opportunities for
differentiation through authentic brand positioning and unique taste-focused product offerings. The
analysis informs a phased market entry strategy that integrates value-based pricing and a neutral
pricing strategy to balance profitability and market share while fostering consumer trust. By
leveraging its unique value proposition—its sensory experience, cultural authenticity, and lower
sugar content—Sumol aims to resonate with key demographics, particularly adventurous
consumers seeking quality and distinct flavors. The proposed plan outlines actionable steps for
building brand awareness, driving product trials, and achieving sustainable growth in a competitive
market while positioning Sumol as a reliable and authentic choice for UK consumers.
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Palavras-chave
Sumol UK market Market entry Differentiation Marketing plan Pricing strategy