Strengthening the positioning of scoop N dough- evaluating the product portfolio and product extension opportunities
Autor(a) principal: | |
---|---|
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. |
id |
RCAP_74cce5abdbd15dfc3b436367d7bed0da |
---|---|
oai_identifier_str |
oai:run.unl.pt:10362/145411 |
network_acronym_str |
RCAP |
network_name_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository_id_str |
7160 |
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 |
instacron_str |
RCAAP |
institution |
RCAAP |
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 |
repository.mail.fl_str_mv |
|
_version_ |
1799138112859799552 |