PART 3 MARKETING PLAN

PANELITAS LA CABRA

ANA PABÓN

SENA

PLAN DE MERCADO AGOSTO 2020

1.3. The competition

The company's main competition is Panelitas la Vaca and Dulce la pueblo, with very
similar products of good quality.

In the same way, there is also the presence of new foreign brands that have arrived at the
place, with cheaper prices, but definitely with very poor quality and unhealthy products.

• Main competitors.

In the sector, there are two main competitors, with typical products derived from dairy
products, Panelitas la Vaca and Dulce la Aldea, who have more developed machinery and
infrastructure, but the taste and quality of Panelitas la Cabra snacks are better. , with more
artisanal and less processed flavors, which in some way can capture the consumer's
attention.

• Positioning and situation.

Positioning plays an essential role for a brand, by specifically locating the position that a
company occupies in the minds of consumers, be it a top of mind, a top of heart or even a
top of hand.

It should be clarified that the more attributes a brand has, the more difficult it is to
position itself in the market, therefore, it is better to strengthen itself in a specific attribute,
which will allow it to be recognized for it by the competition.