Growing be-kind in the healthy snacks category in Portugal - increase brand awareness using social media

Abstract

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. Specifically, this report seeks to provide the brand with a thorough analysis of how to increase awareness using social media. Additionally, this paper seeks to comprehend the social media industry and its current trends by conducting secondary and primary research. Consequently, important insights on how the brand should use this tool to further reach its goals by identifying and determining which platform the company should use to effectively communicate its message