BMM 403

Individual assignment

Due Date 14^th August 2020

Company X has a dominant share in the Kenyan sauce market and also owns a successful brand in the category. Research showed the company that there was a need for a sauce with a unique taste which could be taken with Kenyans as well as western snack foods. The company introduced 'Kenya Sauce', a tomato sauce with tamarind and tangy spices. The product is targeted bat children in the age group of 8-14 years.

a.In this situation, what are the products which you think would compete with this new product?(5marks)

b.Suggest a suitable positioning basis for this new product. (10 marks)

c.Give your comment on the name 'Kenya Sauce'. If you were asked to suggest an alternate brand name, what would you suggest and why? (5 marks)