Title

Analyzing the marketing communications strategy of Zagori natural mineral water In the Greek market.

Creator

Naoum, Ifigeneia

Abstract

This paper analyses the marketing communication strategy of Zagori Natural Mineral Water within the highly competitive Greek bottled water market. The study examines the brand’s marketing communication mix from 2020 onwards, focusing on advertising, digital media, sponsorships, and sustainability initiatives. Particular attention is given to the “Water Respects Us” campaign as an example of integrated marketing communications and values-driven branding. The analysis evaluates how Zagori aligns its communication strategy with its brand positioning, competitive environment, and consumer trends. Finally, recommendations are proposed to enhance segmentation and consumer engagement. The study demonstrates how consistent, value-focused communication can strengthen brand differentiation and long-term brand equity.

Keywords

integrated marketing communications

brand positioning

sustainability marketing

Type

May 28, 2026

Course

MK 3135 L5 Marketing Communications

Session

Oral presentation

Location

Art Center Auditorium

Event

Year 2026 | 10th Annual Student Research and Creative Arts Symposium