Strengthening the positioning of scoop ´n dough - online content & communication strategy

• Autor(a) principal: Pardal, Marta Maria Pastor de Branco
• 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/10362/139140
• topic: Positioning; Brand management; Content strategy; Communication strategy; Brand awareness; Media channels; 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 strategy. Secondary and Primary Research was conducted to understand consumer perceptions 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. To convey its distinctive attributes, creating a consistent content and communication strategy is important and the brand’s vegan lifestyle and differentiated offerings are among the key messages to be communicated.