Objectives
Current Strategies
The main purpose of Nannarella is to
value the Portuguese culinary heritage in ice
cream’s recipes while respecting the tradition
of Romanic ice creams. For this reason, it is
trying to increase its market share, directly
competing with the other ice cream chains,
such as Artisani and Santini. At this moment,
Nannarella only has one store, but it is already
well known among consumers. So for now,
Nannarella is focused on increasing its brand
awareness without withdrawing from the concept of a traditional handmade ice cream parlor.
Product
Nannarella’s flavor line of products
consists of 21 different flavors, 8 in the category of ice creams, 6 in the sorbet category,
and 7 in the specialty category. Nannarella
focuses on ensuring the best ice cream quality. As a result, the shop produces ice cream
every day to guarantee freshness. In order to
maintain competitive and to differentiate itself, Nannarella produces a new ice cream flavor each day. This way, the company benefits
for two different reasons. Firstly, since it has a
daily changing menu, customers are attracted
to visit the store more often in order to keep
up with new inventions, providing a higher
level of customer loyalty. Secondly, the company is always investigating new recipes,
which, if extremely successful, can become