New challenges in the artisanal ice cream market : the marketing strategy to enhance Artisani’s Brand Awareness
Autor(a) principal: | |
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Data de Publicação: | 2017 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/22676 |
Resumo: | This study aims to find a suitable solution to Artisani’s real-life challenge regarding the lack of brand awareness, theoretically and practically addressing subjects like consumer behavior, brand knowledge, positioning and promotion. Artisani is a Portuguese company, operating in the artisanal ice cream industry for eight years. Recently, Artisani was able to improve its production capacity, so the firm is now focused on increasing brand awareness to raise new customers. Despite having conquered a relevant place in the market, the path to grow and to more closely compete with the market leader must include a strategy that boosts brand knowledge in consumers’ minds. Considering the opportunities brought by the digital environment, Artisani is ready to improve its online presence. Therefore, the problem statement this thesis strives to address is if a digital strategy is the most suitable way to enhance Artisani’s brand awareness. To accomplish this matter, primary and secondary data were collected. It was found that social media is very present in Portuguese consumers’ daily routine and that their purchasing decisions are increasingly influenced by digital factors: consumers are more connected and knowledgeable than ever. While Artisani has strived to be innovative and different, the aimed positioning was not achieved yet. Therefore, a digital strategy proves to be the best way to improve awareness and create unique associations to the brand: not only will it create exposure and engage the target audience, but it will also build trust and loyalty. |
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New challenges in the artisanal ice cream market : the marketing strategy to enhance Artisani’s Brand AwarenessDomínio/Área Científica::Ciências Sociais::Economia e GestãoThis study aims to find a suitable solution to Artisani’s real-life challenge regarding the lack of brand awareness, theoretically and practically addressing subjects like consumer behavior, brand knowledge, positioning and promotion. Artisani is a Portuguese company, operating in the artisanal ice cream industry for eight years. Recently, Artisani was able to improve its production capacity, so the firm is now focused on increasing brand awareness to raise new customers. Despite having conquered a relevant place in the market, the path to grow and to more closely compete with the market leader must include a strategy that boosts brand knowledge in consumers’ minds. Considering the opportunities brought by the digital environment, Artisani is ready to improve its online presence. Therefore, the problem statement this thesis strives to address is if a digital strategy is the most suitable way to enhance Artisani’s brand awareness. To accomplish this matter, primary and secondary data were collected. It was found that social media is very present in Portuguese consumers’ daily routine and that their purchasing decisions are increasingly influenced by digital factors: consumers are more connected and knowledgeable than ever. While Artisani has strived to be innovative and different, the aimed positioning was not achieved yet. Therefore, a digital strategy proves to be the best way to improve awareness and create unique associations to the brand: not only will it create exposure and engage the target audience, but it will also build trust and loyalty.O presente estudo pretende encontrar uma solução adequada para o desafio enfrentado pela Artisani relativamente à falta de notoriedade, abordando, numa vertente teórico-prática, temas relacionados com o comportamento do consumidor, conhecimento da marca, posicionamento e comunicação. A Artisani é uma empresa portuguesa que opera no mercado do gelado artesanal há oito anos. Tendo conseguido melhorar a sua capacidade produtiva, a Artisani está agora focada no aumento da notoriedade para atrair novos consumidores. Apesar de ter conquistado um lugar relevante no mercado, o caminho a percorrer para crescer e mais estreitamente competir com o líder de mercado terá de incluir uma estratégia que crie conhecimento sobre a marca na mente dos consumidores. Considerando as oportunidades presentes no ambiente digital, a empresa sente-se preparada para melhorar a sua presença online. Neste sentido, o problema que esta tese pretende abordar é se uma estratégia digital será a forma mais adequada para aumentar a notoriedade da Artisani. Para esse propósito, foram coleccionados dados primários e secundários. Concluiu-se que as redes sociais estão muito presentes na rotina diária dos portugueses e que as suas decisões de compra são, cada vez mais, influenciadas por factores digitais: os consumidores estão mais conectados e informados do que nunca. Apesar do esforço para ser uma marca inovadora e diferente, o posicionamento ambicionado não foi ainda conseguido. Uma estratégia digital será, então, a melhor forma de melhorar a notoriedade e criar associações únicas à marca: não só aumentará a sua exposição e envolverá o público-alvo, como criará confiança e lealdade.Celeste, Pedro Manuel Amador RodriguesVeritati - Repositório Institucional da Universidade Católica PortuguesaFerreira, Inês de Castro e Brito2017-07-31T09:15:44Z2017-07-1720172017-07-17T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/22676TID:201725541enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:28:54Zoai:repositorio.ucp.pt:10400.14/22676Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:18:48.649559Repositório 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 |
New challenges in the artisanal ice cream market : the marketing strategy to enhance Artisani’s Brand Awareness |
title |
New challenges in the artisanal ice cream market : the marketing strategy to enhance Artisani’s Brand Awareness |
spellingShingle |
New challenges in the artisanal ice cream market : the marketing strategy to enhance Artisani’s Brand Awareness Ferreira, Inês de Castro e Brito Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
New challenges in the artisanal ice cream market : the marketing strategy to enhance Artisani’s Brand Awareness |
title_full |
New challenges in the artisanal ice cream market : the marketing strategy to enhance Artisani’s Brand Awareness |
title_fullStr |
New challenges in the artisanal ice cream market : the marketing strategy to enhance Artisani’s Brand Awareness |
title_full_unstemmed |
New challenges in the artisanal ice cream market : the marketing strategy to enhance Artisani’s Brand Awareness |
title_sort |
New challenges in the artisanal ice cream market : the marketing strategy to enhance Artisani’s Brand Awareness |
author |
Ferreira, Inês de Castro e Brito |
author_facet |
Ferreira, Inês de Castro e Brito |
author_role |
author |
dc.contributor.none.fl_str_mv |
Celeste, Pedro Manuel Amador Rodrigues Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Ferreira, Inês de Castro e Brito |
dc.subject.por.fl_str_mv |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
This study aims to find a suitable solution to Artisani’s real-life challenge regarding the lack of brand awareness, theoretically and practically addressing subjects like consumer behavior, brand knowledge, positioning and promotion. Artisani is a Portuguese company, operating in the artisanal ice cream industry for eight years. Recently, Artisani was able to improve its production capacity, so the firm is now focused on increasing brand awareness to raise new customers. Despite having conquered a relevant place in the market, the path to grow and to more closely compete with the market leader must include a strategy that boosts brand knowledge in consumers’ minds. Considering the opportunities brought by the digital environment, Artisani is ready to improve its online presence. Therefore, the problem statement this thesis strives to address is if a digital strategy is the most suitable way to enhance Artisani’s brand awareness. To accomplish this matter, primary and secondary data were collected. It was found that social media is very present in Portuguese consumers’ daily routine and that their purchasing decisions are increasingly influenced by digital factors: consumers are more connected and knowledgeable than ever. While Artisani has strived to be innovative and different, the aimed positioning was not achieved yet. Therefore, a digital strategy proves to be the best way to improve awareness and create unique associations to the brand: not only will it create exposure and engage the target audience, but it will also build trust and loyalty. |
publishDate |
2017 |
dc.date.none.fl_str_mv |
2017-07-31T09:15:44Z 2017-07-17 2017 2017-07-17T00:00:00Z |
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/10400.14/22676 TID:201725541 |
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http://hdl.handle.net/10400.14/22676 |
identifier_str_mv |
TID:201725541 |
dc.language.iso.fl_str_mv |
eng |
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eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
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reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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