Upline Stretch Marketing Strategy

In Peru, the cookie market is characterized by its high level of innovation and constant launches, the most common being the introduction of new flavors in the sweet cookie segment. Pastelería y Dulcería "Velazco S.A." has a good market acceptance in the city of Ica-Peru. However, in order for the company to improve its positioning in the market in the face of an advance of the competition, an investigation is carried out considering the current situation of the company and the Ica market. For this purpose, it is proposed to increase its market coverage by means of the marketing strategy "upline stretching" to its star product, the "Patience" cookie. By means of this strategy, a new and more eye-catching packaging of the cookie is born, which will be called "Paciencia tradición Iqueña", which aims to position the product, associating the customs and tradition with the exquisite taste and naturalness of the product. Through the use of this marketing strategy it is expected that the company can continue to lead the market of pastries and sweets in the city of Ica.