Vimto Arabia Navigating Cultural Marketing Landscapes
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“Vimto Arabia: Navigating Cultural Marketing Landscapes” is the 3rd article in our series “Marketing the Global Brand” published last month. It’s inspired by “Five Trends that Will Shape the Brand Experience 2022”, a recent report from Branding Institute and Nielsen. It’s also part of our “Marketing at the Edge” series, as it touches on the new global landscape of brand experience and marketing in which we are currently witnessing disruptive forces. I’m
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I was the branding and marketing manager for Vimto Arabia at Vimto’s headquarters in Northampton. Vimto is a famous British soft drink company that has a global reach in 21 countries. At first, I was asked to create a strategic marketing plan for Vimto, and it was quite challenging to define a marketing goal that would fit the global business plan. At first, we were looking for a clear goal, but it turned out that it was not necessary. So, after defining the goal,
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In the last decade or so, the UK soft drink market has seen an exponential growth. here are the findings Vimto Arabia, in the mid-2000s, was a relatively new brand in this market. The company wanted to establish its brand presence in the United Arab Emirates. The target market here was 35-45 years-old. In addition, the company also wanted to increase its brand awareness, particularly for its new product, Vimto Scully’s. The key challenge was the cultural marketing landscapes
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As a marketer, navigating cultural markets was always an eye-opener for me. It’s an exciting challenge that required me to adapt to multiple worldviews, traditions, and norms, that made the marketing strategies, messages, and tactics more diverse. “Cultural Marketing” refers to how products, services, and ideas are perceived and understood by consumers from different cultures. official website It’s a multidisciplinary field that includes sociology, psychology, anthropology, linguistics, media, and
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– My expertise in marketing has always been focused on the cross-cultural aspect of it, as I’ve lived in Europe and Africa for several years. I can easily adapt to different cultures, and it allows me to approach a project with an open mind. I also have experience in creating international marketing strategies for several brands in the drinks industry, with a particular focus on African markets. For example, I led a team to develop a marketing campaign for Fever-Tree’s products in Egypt, where I was born.
Problem Statement of the Case Study
I’ve been working for Vimto for over a year, serving as the Digital & Marketing Manager. The Vimto brand has been a fixture in the UK for nearly 200 years. It has remained one of the most popular soft drink brands in the world, and is now also the global number one soft drink. Vimto is an excellent brand in a great category. However, with the growth of mobile, social media and the development of digital channels, traditional marketing channels like print, television and cinema have been losing their dominance.
