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. 

• In this situation, what are the products which you think would compete with this new product?                                                                                                  (5marks)
• Suggest a suitable positioning basis for this new product.                 (10 marks)
• 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)