Growing be-kind in the healthy Ssnacks category in Portugal: how to increase trial rate & brand preference via sales promotion

Abstract

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.