Velosa, JorgeDieb, Teresa Inês Herculsano das Neves Costa2025-09-022025-01-152025-01-15http://hdl.handle.net/10362/187383This 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.engSumolUK marketMarket entryDifferentiationMarketing planPricing strategymaster thesis203990862