Creació d'una nova línia de productes per a la marca Borges
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Garcia, S, Marco, L, Peraza, A. Creació d'una nova línia de productes per a la marca Borges. 2025. handle: http://hdl.handle.net/10230/71230
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Abstract
Borges, una marca nascuda a Reus, Espanya, i que ara compta amb una presència sòlida i internacional, ha detectat que no arriba al target jove. Fidel al seu propòsit d’innovació, necessita fer un rebranding creant una nova línia de productes per assolir aquest objectiu, ha realitzat una investigació de mercat i ha detectat un auge en el perfi l de consumidor de snacks, amb preferència per l'esport. Per això, ens ha encarregat que ideem una línia de productes basats en fruits secs enfocats als esportistes joves. Així neix la línia +ENERGÍA, que consta de tres nous articles: barretes, pols i galetes. El seu valor diferencial és que està feta amb ingredients 100% naturals i sense additius, contrastant amb la resta de snacks esportius que trobem avui dia al mercat. Així, els consumidors podran comptar amb una línia de productes feta a base d’ingredients que entenen, ideada a partir d’un l’anàlisi de la competència que inclou un benchmark i un mapping de posicionament, així com una anàlisi del públic amb una mostra real de 60 persones. D’aquesta mostra, obtenim l’insight de la necessitat d’energia en els snacks que consumeix el nostre target com a eix central del producte. Aportem una proposta de producte detallada que compleix les 4 P’s del màrqueting i futures línies de treball, packaging diferenciat de la competència i que transmet energia, comunicacions enfocades a joves amb l’univers càlid i proper de la marca mare i accions que s’enfoquen en l’awareness del nou producte i s’introdueix de manera amigable i propera en els territoris més actius del país per aconseguir més que una submarca, una comunitat.
Borges, a brand born in Reus, Spain, and now with a strong and international presence, has identifi ed that it is not reaching the younger target audience. Staying true to its purpose of innovation, it needs to undergo a rebranding by creating a new product line to achieve this goal. In line with its value-driven strategy, market research was conducted, revealing a rise in snack consumers with a preference for sports. As a result, Borges has tasked us with developing a line of nut-based products aimed at young athletes. This is how the +ENERGÍA line was born, consisting of three new items: bars, powders, and cookies. Our key diff erentiator is that these products are made with 100% natural ingredients and contain no additives, standing in contrast to most sports snacks currently available on the market. This new line is created with ingredients that consumers can understand, supported by a competitive analysis including benchmarking and mapping, and audience analysis with a real sample of 60 people. From this sample, we uncovered the insight that the central need of our target audience is energy in the snacks they consume. We present a detailed product proposal that meets the 4 P’s of marketing and outlines future development lines. The packaging stands out from competitors and conveys energy, with communication aimed at young people while maintaining the warm and approachable tone of the parent brand. Additionally, we propose awareness-focused actions to introduce the new product in a friendly and engaging way within the most active regions of the country, with the goal of building not just a sub-brand, but a community.
Borges, a brand born in Reus, Spain, and now with a strong and international presence, has identifi ed that it is not reaching the younger target audience. Staying true to its purpose of innovation, it needs to undergo a rebranding by creating a new product line to achieve this goal. In line with its value-driven strategy, market research was conducted, revealing a rise in snack consumers with a preference for sports. As a result, Borges has tasked us with developing a line of nut-based products aimed at young athletes. This is how the +ENERGÍA line was born, consisting of three new items: bars, powders, and cookies. Our key diff erentiator is that these products are made with 100% natural ingredients and contain no additives, standing in contrast to most sports snacks currently available on the market. This new line is created with ingredients that consumers can understand, supported by a competitive analysis including benchmarking and mapping, and audience analysis with a real sample of 60 people. From this sample, we uncovered the insight that the central need of our target audience is energy in the snacks they consume. We present a detailed product proposal that meets the 4 P’s of marketing and outlines future development lines. The packaging stands out from competitors and conveys energy, with communication aimed at young people while maintaining the warm and approachable tone of the parent brand. Additionally, we propose awareness-focused actions to introduce the new product in a friendly and engaging way within the most active regions of the country, with the goal of building not just a sub-brand, but a community.
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Tutora: Abigail Parra
Treball de fi de grau en Publicitat i Relacions Públiques
