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Advisor(s)
Abstract(s)
Perante o imprevisto de uma crise originada por uma pandemia global que paralisou
a Economia, a marca portuguesa de snacks, Urban Foods, criada em 2018 como Urban
Nature, decide reinventar-se nesta altura tão incerta, passando por um processo de
rebranding. Para uma marca emergente e com projetos de expansão e internacionalização
interrompidos ou suspensos devido às consequências do vírus SARS-CoV-2, esta crise teve
efeitos extremamente negativos, obrigando a empresa a adaptar-se e reinventar-se.
Numa fase em que as empresas se retraíram, suspenderam investimentos e recuaram
nos projetos de inovação para se focarem nas operações estritamente necessárias, a Urban
Foods apostou no caminho oposto. A sua equipa, contrariando as adversidades, identificou
neste momento novas oportunidades para inovar e investir no seu crescimento e maior
engagement com o consumidor, ao mesmo tempo que se preparava para os futuros desafios.
Assumindo os riscos deste projeto, a Urban Foods vira-se para o Mercado, para os seus
concorrentes, inspira-se nas tendências atuais e ouve o seu maior aliado, o consumidor, para
assim definir uma estratégia de rebranding forte, moderna, e com maturidade para enfrentar
os desafios de um Mercado mais desafiante e exigente do que nunca.
O objetivo deste projeto de pesquisa é perceber como é que, perante uma situação de
pandemia mundial, a Urban Foods decide aproveitar este momento para investir e inovar,
passando por um processo de rebranding. Após uma revisão de literatura focada nos
principais autores nas áreas do Branding, Rebranding, Inovação, Desenvolvimento de
Produto e Crise, partiu-se para uma investigação empírica utilizando uma metodologia
qualitativa assente em quatro pilares: Observação Participante (estágio), um Estudo de Caso
e um Questionário a consumidores e Entrevistas em Profundidade às responsáveis da marca.
A análise dos dados obtidos permitiu concluir que, embora os riscos inerentes a
qualquer crise tenham de ser tomados em consideração, a inovação e o investimento
provaram, neste caso, ser um caminho que as empresas devem estar sempre predispostas a
seguir. No caso da Urban Foods, esta decisão baseou-se numa combinação de processos que
deram solidez e consistência à tomada de decisão de optar por rebranding.
Urban Foods, created in 2018 as Urban Nature, is a Portuguese healthy snack brand that faced a scenario of an unforeseen global pandemic crisis that paralyzed the economy. This very unique moment was seen as an opportunity to rebrand their strategy, product, and planning for a future expansion and even internationalization. Their previous plans were brought to an abrupt halt due to the consequences of the Pandemic, where its negative impact forced the company to readapt and reinvent itself rapidly in order to survive. At a time when most brands stagnated in their market positioning, cut costs, suspended innovation plans, and only dedicated their entire focus on strictly essential operations in order to survive, Urban Foods took an opposite approach. The start up team used this challenging moment to identify new opportunities, trends, to innovate and to invest in growth. This was the time to engage with the Portuguese consumers on a deeper level, while preparing a solid base for the future. Urban Foods assumed the risk involved in this project by carefully revaluating the Market, readjusting and placing itself against its competition, inspired by the latest market trends. The company forged a strong alliance with its closest ally, the consumer, and focused on a modern approach, mature enough to withstand any future adversities within a marketplace that is more competitive than ever. The aim of this research project is to understand how - during a world pandemic - Urban Foods decided to use this situation to invest in an innovation project and intense rebranding process. After reviewing the literature, focusing on the main authors of the concepts of branding, rebranding, innovation, product development and crisis, an empirical investigation took place using a qualitative methodology based on four pillars: Participative Observation (internship), a Case Study, a consumers Survey and In-Depth Interviews with the brand ́s managers. The analysis of the data allowed to concluded that, regardless the risks of any crisis, innovation and investment proved to be the path that companies should take. With Urban Foods this decision was based on a combination of processes that gave a solid ground to the decision of rebranding.
Urban Foods, created in 2018 as Urban Nature, is a Portuguese healthy snack brand that faced a scenario of an unforeseen global pandemic crisis that paralyzed the economy. This very unique moment was seen as an opportunity to rebrand their strategy, product, and planning for a future expansion and even internationalization. Their previous plans were brought to an abrupt halt due to the consequences of the Pandemic, where its negative impact forced the company to readapt and reinvent itself rapidly in order to survive. At a time when most brands stagnated in their market positioning, cut costs, suspended innovation plans, and only dedicated their entire focus on strictly essential operations in order to survive, Urban Foods took an opposite approach. The start up team used this challenging moment to identify new opportunities, trends, to innovate and to invest in growth. This was the time to engage with the Portuguese consumers on a deeper level, while preparing a solid base for the future. Urban Foods assumed the risk involved in this project by carefully revaluating the Market, readjusting and placing itself against its competition, inspired by the latest market trends. The company forged a strong alliance with its closest ally, the consumer, and focused on a modern approach, mature enough to withstand any future adversities within a marketplace that is more competitive than ever. The aim of this research project is to understand how - during a world pandemic - Urban Foods decided to use this situation to invest in an innovation project and intense rebranding process. After reviewing the literature, focusing on the main authors of the concepts of branding, rebranding, innovation, product development and crisis, an empirical investigation took place using a qualitative methodology based on four pillars: Participative Observation (internship), a Case Study, a consumers Survey and In-Depth Interviews with the brand ́s managers. The analysis of the data allowed to concluded that, regardless the risks of any crisis, innovation and investment proved to be the path that companies should take. With Urban Foods this decision was based on a combination of processes that gave a solid ground to the decision of rebranding.
Description
Keywords
Comunicação Crise Pandemia Inovação Marketing Communication Rebranding Branding Crisis Pandemic Innovation