Reaching the lead with a potential brand but unknown by the Portuguese

: a case on communication strategies : Fruut, o snack saudável

Abstract

For many years, brands have communicated their products or services through mass media channels, using conventional ways to attract and manipulate consumers and take their desired actions. However, this has been rapidly changing with a more demanding and informed consumer, increasingly searching for reliable sources, as online forums, trusting others consumers’ opinions to form their own ideas and take their decisions. Fruut, a Portuguese brand of dried fruit, who was born from the idea of creating a smarter approach to the tonnes of wasted apples produced every year, has recognized the importance of this shifting in consumer behaviour and decision making process. Thus, the brand has focused its communication strategy on non-conventional media channels, as Social Media and Events Marketing. However, despite the initial success, selling more than 1 million packages in only one year, the brand is now facing serious challenges concerning consumers’ awareness and product’s sales. Most of snacks’ consumers do not recall the brand when making their purchasing decisions, and consequently the sales of Fruut are currently in a stagnant position. Hence, the present case study introduces Fruut through the CEO’s perspective, offering readers an outlook of the global and Portuguese market of snacks, its target consumers and main players. Further, it presents the main goals for the year, looking to what the brand had developed in the past. Finally, it addresses the current dilemma Fruut is facing: traditional and non-traditional sets of options for students to make the best decision regarding the future of communication.

Date of Award	27 Jul 2016
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Alexandre Gonçalves Marcos (Supervisor)