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Strengthening the positioning of scoop N dough- evaluating the product portfolio and product extension opportunities
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| 5.53 MB | Adobe PDF |
Orientador(es)
Resumo(s)
Scoop ‘n Dough, a Portuguese brand of handmade vegan doughnuts and ice cream, is currently experiencing exceptional growth, despite an unclear target market and brand strategy. Secondary and Primary Research was conducted to understand consumer insights 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. Consequently, the product portfolio was revised. A survey was conducted to identify opportunities for new products consistent with the proposed brand strategy. Several product extensions were recommended.
Descrição
Palavras-chave
Positioning Brand management Product portfolio management Product extension Variety