Strengthening the positioning of scoop ´n dough - creating and retaining loyal customers to foster a scoop ´n dough community

• Autor(a) principal: Bargado, Mariana Naves Fidalgo
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/145514
• topic: Positioning; Brand management; Brand loyalty; Brand community; Brand resonance; Behavioral loyalty; Attitudinal attachment; Sense of community; Active engagement; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Scoop ‘n Dough, a Portuguese brand of handmade vegan doughnuts and ice cream, is currently experiencing exceptional growth, despite an unclear target market and brand strategy. Secondary and Primary Research was conducted to understand consumer insights and the competitive set to establish an ideal brand positioning and identity. Results show that the brand ought to position as a vegan brand focusing on high-quality handmade offerings, promoting itself as friendly and inclusive. Given its growth, it has become important for Scoop ‘n Dough to strengthen its brand loyalty, more specifically, its brand community. Following Keller’s Brand Resonance brand-building block, primary and secondary research were conducted with the purpose of providing six recommendations.