Publicação
Strengthening the positioning of scoop ´n dough - online content & communication strategy
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Kousi, Sofia | |
| dc.contributor.author | Pardal, Marta Maria Pastor de Branco | |
| dc.date.accessioned | 2022-06-01T08:05:43Z | |
| dc.date.available | 2022-06-01T08:05:43Z | |
| dc.date.issued | 2022-01-17 | |
| dc.date.submitted | 2021-12-17 | |
| dc.description.abstract | Scoop ‘n Dough, a Portuguese brand of handmade vegan doughnuts and ice cream, is currently experiencing exceptional growth, despite an unclear target market and strategy. Secondary and Primary Research was conducted to understand consumer perceptions and the competitive set to establish an ideal brand positioning and identity. Results show that the brand ought to position as a vegan brand focusing on high-quality handmade offerings, promoting itself as friendly and inclusive. To convey its distinctive attributes, creating a consistent content and communication strategy is important and the brand’s vegan lifestyle and differentiated offerings are among the key messages to be communicated. | pt_PT |
| dc.identifier.tid | 202998720 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/139140 | |
| dc.language.iso | eng | pt_PT |
| dc.relation | Nova School of Business and Economics | |
| dc.subject | Positioning | pt_PT |
| dc.subject | Brand management | pt_PT |
| dc.subject | Content strategy | pt_PT |
| dc.subject | Communication strategy | pt_PT |
| dc.subject | Brand awareness | pt_PT |
| dc.subject | Media channels | pt_PT |
| dc.title | Strengthening the positioning of scoop ´n dough - online content & communication strategy | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| oaire.awardNumber | UID/ECO/00124/2013 | |
| oaire.awardTitle | Nova School of Business and Economics | |
| oaire.awardURI | info:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UID%2FECO%2F00124%2F2013/PT | |
| oaire.fundingStream | 6817 - DCRRNI ID | |
| project.funder.identifier | http://doi.org/10.13039/501100001871 | |
| project.funder.name | Fundação para a Ciência e a Tecnologia | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| relation.isProjectOfPublication | 644a3f4f-817b-4d0d-aba6-f98cdca28bc7 | |
| relation.isProjectOfPublication.latestForDiscovery | 644a3f4f-817b-4d0d-aba6-f98cdca28bc7 | |
| thesis.degree.name | A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics | pt_PT |
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