Kukuxumusu

Abstract

Kukuxumusu, S.L. is an organization that commercializes draws in different quality supports to be bought, used and enjoyed by people of any age, sex and condition, who expect amusing, original and different messages of a T-shirt, a cup, a key-ring. Kukuxumusu develops its activity in the souvenir and gift’s markets. The article analizes the global market strategy adopted by Kukuxumusu related to its portfolio, distribution channels and communication instruments. Since 1989, the year they sold their first T-shirt in San Fermin feasts, Kukuxumusu has become a firm with a strong corporate culture, which has grown making use of the new technologies. Both the brand management and the differentiation based on intangible attributes, are key factors in Kukuxumusu’s marketing strategy.

Keywords

• Strategic marketing
• Tactical marketing