Snapy : a grispy bite on grocery retail

• Autor(a) principal: Catarino, Francisca Montenegro Chaves Antunes
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/25545
• topic: Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Under the guidance of its founder, Artur Catarino, Progelcone started its activity in 1983 as a pioneer producer of ice cream cones in Portugal. Limited by the high seasonality that characterized the ice cream industry, Progelcone broaden its scope and became the leader supplier of ice cream related products and plastic items for the food-service industry. In 2013, the company was already recovering from the European debt crisis, which had decreased its clients financial capacity and contributed to the excess capacity of the company. Despite having reached sales of €12,6 million in the HORECA channel in 2013, Progelcone was confronted with a major challenge in 2014. Adding to the strong impact of seasonality, Progelcone had just lost its biggest client, Olá, a local brand of Unilever’s ice cream business. The company believed that launching Snapy, a wafer cookie, in Jumbo supermarket, had the potential to increase revenues and contribute to the firm’s growth. However, a category dominated by private labels and competitors such as Mondelez, and the lack of knowledge of branding nuances may impose significant challanges. The strategies followed by Progelcone are an interesting subject of discussion. The Case Study can be used within strategic management and marketing courses, and includes topics of diversification, brand positioning, the empowerment of private labels and retailers’ bargaining power. This thesis includes a literature review, plus a teaching note that focused on the improvement of the company’s strategy.