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Frankful, the game changer in the taco shelf

Edlund, Beata LU ; Loimovuori, Venla Katri Elviira LU and Pärsson, Emma LU (2020) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20202
Department of Business Administration
Abstract
Purpose: The importance of satisfying each target groups’ needs and wants is increasingly becoming harder though the consumers are more aware and knowledgeable concerning the environment and healthier food choices. This paper examines how the newly launched Swedish tex-mex brand, Frankful, is satisfying the needs and wants of their target group, millennials, through their unique positioning and brand identity.
Methodology: An exploratory, single case study has been conducted where the brand Frankful was the main subject for research. Semi-constructed interviews with two key employees with positions as the Senior Brand Manager and the Digital Content Manager was the primary source of data collection.
Findings: The key findings of this... (More)
Purpose: The importance of satisfying each target groups’ needs and wants is increasingly becoming harder though the consumers are more aware and knowledgeable concerning the environment and healthier food choices. This paper examines how the newly launched Swedish tex-mex brand, Frankful, is satisfying the needs and wants of their target group, millennials, through their unique positioning and brand identity.
Methodology: An exploratory, single case study has been conducted where the brand Frankful was the main subject for research. Semi-constructed interviews with two key employees with positions as the Senior Brand Manager and the Digital Content Manager was the primary source of data collection.
Findings: The key findings of this paper establish the importance of align the brand’s value proposition, identity and positioning with that of the target group to confirm a unique place in an occupied market.
Research limitations/implications: Limitations of the paper concerns the limited number of interviews conducted as well as due to Covid-19 face to face interviews and observations could not be performed. Further, managerial implications discuss the importance of developing products which the target audience actually values and wants whereas the theoretical implications consider how a new launched brand can succeed in the marketplace through the usage of the brand identity prism and positioning diamond.
Original/value: The originality of the paper lays in connecting the characteristics of ‘tomorrow’s brands’ with a newly launched brand’s usage of the brand identity prism and positioning diamond to attract the target group, millennials.
Keywords: Brand Identity, Positioning, Millennials, Food Industry Paper type: Research paper (Less)
Please use this url to cite or link to this publication:
author
Edlund, Beata LU ; Loimovuori, Venla Katri Elviira LU and Pärsson, Emma LU
supervisor
organization
course
BUSN21 20202
year
type
H1 - Master's Degree (One Year)
subject
publication/series
LBMG Strategic Brand Management - Masters Paper Series
language
English
id
9031961
date added to LUP
2020-11-13 14:26:51
date last changed
2020-11-13 14:26:51
@misc{9031961,
  abstract     = {{Purpose: The importance of satisfying each target groups’ needs and wants is increasingly becoming harder though the consumers are more aware and knowledgeable concerning the environment and healthier food choices. This paper examines how the newly launched Swedish tex-mex brand, Frankful, is satisfying the needs and wants of their target group, millennials, through their unique positioning and brand identity.
Methodology: An exploratory, single case study has been conducted where the brand Frankful was the main subject for research. Semi-constructed interviews with two key employees with positions as the Senior Brand Manager and the Digital Content Manager was the primary source of data collection.
Findings: The key findings of this paper establish the importance of align the brand’s value proposition, identity and positioning with that of the target group to confirm a unique place in an occupied market.
Research limitations/implications: Limitations of the paper concerns the limited number of interviews conducted as well as due to Covid-19 face to face interviews and observations could not be performed. Further, managerial implications discuss the importance of developing products which the target audience actually values and wants whereas the theoretical implications consider how a new launched brand can succeed in the marketplace through the usage of the brand identity prism and positioning diamond.
Original/value: The originality of the paper lays in connecting the characteristics of ‘tomorrow’s brands’ with a newly launched brand’s usage of the brand identity prism and positioning diamond to attract the target group, millennials.
Keywords: Brand Identity, Positioning, Millennials, Food Industry Paper type: Research paper}},
  author       = {{Edlund, Beata and Loimovuori, Venla Katri Elviira and Pärsson, Emma}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{LBMG Strategic Brand Management - Masters Paper Series}},
  title        = {{Frankful, the game changer in the taco shelf}},
  year         = {{2020}},
}