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Growing be-kind in the healthy Ssnacks category in Portugal: how to increase trial rate & brand preference via sales promotion
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As a consultancy project for Be-Kind, the main purpose of the first part of this report is to
provide the brand with a detailed study on ‘how to grow Be-Kind in the healthy snacks category
in Portugal’. Based on findings from secondary and primary research, this section presents
insights into four identified consumer segments (Convenience, Health-conscious, Sporty, and
Price-driven) and their respective customer decision journeys, aside from compiling category
and brand-related insights. To grow and increase brand awareness, trial rate, and eventually
market share, Be-Kind should extend its portfolio slowly, while implementing a multichannel
distribution strategy paired with pull promotions and multichannel communication.
Specifically, consumer sales promotions are increasingly building brand equity via information
or product experiences aside from raising trial rates. The aim of the second section of this report
is thus to furthermore provide Be-Kind with a detailed study of monetary and non-monetary
sales promotions within the Portuguese market. By conducting separate secondary and primary
research, this section provides insights into both competitor actions (the FMCG market) and
consumer preferences and associations. Consequently, and based on a detailed analysis, it is
recommended that Be-Kind initially implement a free sampling strategy followed by an
eventual transition to short-term irregular monetary promotions like additional free amounts.
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Be-kind Portugal Monetary vs. non-monetary promotions Trial rate Brand preference Sampling Activities