Strengthening the positioning of scoop N dough- evaluating the product portfolio and product extension opportunities

Detalhes bibliográficos
Autor(a) principal: Diniz, José Gonçalo Lopes de Brito
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/10362/145411
Resumo: 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. Consequently, the product portfolio was revised. A survey was conducted to identify opportunities for new products consistent with the proposed brand strategy. Several product extensions were recommended.
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spelling Strengthening the positioning of scoop N dough- evaluating the product portfolio and product extension opportunitiesPositioningBrand managementProduct portfolio managementProduct extensionVarietyDomínio/Área Científica::Ciências Sociais::Economia e GestãoScoop ‘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. Consequently, the product portfolio was revised. A survey was conducted to identify opportunities for new products consistent with the proposed brand strategy. Several product extensions were recommended.Kousi, SofiaRUNDiniz, José Gonçalo Lopes de Brito2022-01-172021-12-172024-12-17T00:00:00Z2022-01-17T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/145411TID:203083504enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:25:47Zoai:run.unl.pt:10362/145411Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:52:04.192877Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Strengthening the positioning of scoop N dough- evaluating the product portfolio and product extension opportunities
title Strengthening the positioning of scoop N dough- evaluating the product portfolio and product extension opportunities
spellingShingle Strengthening the positioning of scoop N dough- evaluating the product portfolio and product extension opportunities
Diniz, José Gonçalo Lopes de Brito
Positioning
Brand management
Product portfolio management
Product extension
Variety
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Strengthening the positioning of scoop N dough- evaluating the product portfolio and product extension opportunities
title_full Strengthening the positioning of scoop N dough- evaluating the product portfolio and product extension opportunities
title_fullStr Strengthening the positioning of scoop N dough- evaluating the product portfolio and product extension opportunities
title_full_unstemmed Strengthening the positioning of scoop N dough- evaluating the product portfolio and product extension opportunities
title_sort Strengthening the positioning of scoop N dough- evaluating the product portfolio and product extension opportunities
author Diniz, José Gonçalo Lopes de Brito
author_facet Diniz, José Gonçalo Lopes de Brito
author_role author
dc.contributor.none.fl_str_mv Kousi, Sofia
RUN
dc.contributor.author.fl_str_mv Diniz, José Gonçalo Lopes de Brito
dc.subject.por.fl_str_mv Positioning
Brand management
Product portfolio management
Product extension
Variety
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Positioning
Brand management
Product portfolio management
Product extension
Variety
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description 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. Consequently, the product portfolio was revised. A survey was conducted to identify opportunities for new products consistent with the proposed brand strategy. Several product extensions were recommended.
publishDate 2021
dc.date.none.fl_str_mv 2021-12-17
2022-01-17
2022-01-17T00:00:00Z
2024-12-17T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/145411
TID:203083504
url http://hdl.handle.net/10362/145411
identifier_str_mv TID:203083504
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/embargoedAccess
eu_rights_str_mv embargoedAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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