PART 2 MARKETING PLAN

PANELITAS LA CABRA

ANA PABÓN

SENA

PLAN DE MERCADO AGOSTO 2020

1.2- The market.

Panelitas la Cabra, is aimed at consumers who like sweet snacks with traditional flavors,
these are particularly found in middle and upper middle class adults, who can afford good
quality products at an affordable price but a little higher than that of other foreign
companies, with cheap but low-quality products.

• Market characteristics.

- Age: 35 - 60 years

- Sex: Men and Women

- Geography: Colombia

- Socioeconomic stratum: Medium, medium high.

• Business necessities.

- Ease of purchase, by different means of payment, whether in person or virtual.

- Ease of delivery, through addresses and national and international shipments.

- Healthy, organic and tasty products.

- Good and diverse presentation of the packgaging, which accommodates different

purchasing needs, whether for special reasons, gifts, suppliers, etc.

• Market trends.

The competitive advantage of Panelitas La Cabra prevails in the quality of its products,
which can be a plus, for a growing trend in the market from which the company should
adapt, which focuses on the consumption of healthy, organic products, low in fat and
sugars; from young ages to adult ages. However, this is a weakness of the brand,
therefore, it needs to adapt its products to these standards that cause an impact on a global
level today, in that fitness world, thus covering a larger segment.