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Growing be-kind in the healthy snacks category in Portugal - how can distribution increase brand awareness and sales
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As a consultancy project for Be-Kind, the main purpose 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 paper 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.
The individual part of this report explains how a larger distribution of the brand in the market
can help to increase brand awareness and sales. Additionally, based on secondary and primary
research, consumer insights as well as the competitive set in terms of distribution are analyzed.
Results from interviews and a survey show that e-commerce and vending machines are
attractive new distribution channels for the brand in Portugal. Consequently, this paper goes
into detail about the particularities of e-commerce and vending machines, followed by
recommendations on how the entrance into both channels could look like
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Brand management Be-kind Distribution strategy Multichannel strategy E-commerce Online shops Vending machines