PHUNK

Overview

Area of Business

🥤 FMCG

Project

💻 Marketing

Semester

📅 SS23

Project

Come up with creative and innovative ideas on how to raise brand awareness for PHUNK among students.

Startup Introduction

PHUNK believes it´s time for a change. A change, which guarantees you that having fun and drinking alcohol does not mean you have to compromise the calories and sugar you intake. Meet PHUNK - where functionality meets fun.
Phunk is Portugal's first hard seltzer brand, offering sugar-free, low calorie ready-to-drink alcoholic beverages.

Website: https://phunk.pt

Project

The project team met on a weekly basis to gradually approach the given challenge. First, a statistically valid questionnaire was created and then used to capture NOVA students' preferences and awareness for PHUNK. In the end, the team managed to reach 144 students from 21 different nationalities. These results served as the foundation for formulating a conclusive marketing strategy for future marketing purposes.

Phases

Design valid Questionnaire

In the first four weeks, the team worked on creating a valid questionnaire by conducting research, benchmarking items from existing studies and aligning the structure with the founder's expectations.

Assess Product Preferences & Brand Awareness
In order to capture the current preferences and brand awareness of NOVA SBE students regarding PHUNK, an intercept study was conducted on campus, where students were interviewed interactively.
Derive Strategic Recommendations
Based on the study's findings, the team developed marketing personas and devised distinct strategies to enhance brand recognition among university students in Lisbon.