1) What is the value offer of Chocolatina JET from a functional point of view:

quality, variety, characteristics and benefits of the product?

 Quality: Regarding quality, we can say its flavor because when Colombians eat
chocolate they immediately think of Chocolatina Jet because it has the flavor
they have always tasted when eating chocolate.
 Variety: It has something for everyone, regardless of price or taste.
 Innovation: Always creating and developing new products, flavors and
presentations. This helps you to be present in the market since it advances as
the market advances.

Experiences, how JET generates memorable experiences

It is infinitely connected to Colombian traditions giving them a unique experience. A

clear example is its slogan "I've changed my girlfriend, hairstyle or mascot several
times, but I've never changed my chocolate bar. This shows that Chocolatina Jet has
been in the growth of each person being part of their daily life, because the product has
not changed giving the consumer the opportunity to choose it every day despite the
multiple chocolatinas that exist in the market.

Emotional; what emotions it generates

With its multiple advertising campaigns, it has ensured that the consumer has the
brand present for them, since it has accompanied them in their important moments.
When they see or eat the chocolate bar, it transports them to that special memory,
generating brand loyalty.

2) What is the meaning of JET for Colombians from an emotional point of view?

For Colombians, this product is part of their history, which created an emotional
relationship between the consumer and the product.

3) How throughout history Jet has generated deep bonds with Colombians.

It has generated links thanks to its strategy of constant communication between

product-consumer. The Jet album with stickers has managed to stay on the market for
decades.

4) How environmental forces may affect the future of the brand economically,
demographically, politically, socially, environmentally and technologically.
Economic: The price of the product makes it accessible to the entire public, which
generates an increase in sales.

Demographic: Colombians embraced the product from the first moment of its launch,
leading to a phenomenal increase in sales, making it part of their history.

Political:

The functionality of Colombian companies in production and commercialization chains

leads brands such as JET to position themselves in the market and expand to the point
of growing from generation to generation.

Social:

In chocolatina jet must establish the needs, desires and interests of the markets in
order to promote superior value to its customers in such a way as to maintain or
improve the well-being of the consumer and society.

Environmental:

chocolatina jet is concerned about the environment, especially when launching its
albums, which have always revolved around the idea that environmental awareness
should be generated.

Technological:

has evolved to improve the relationship between the brand and the customer,
especially in the use of technological tools to achieve the goals proposed by the
marketing area of chocolatina jet.

5) What is JET's segmentation strategy. What is the target?

Aimed at children, but over the years its target has been broadened to include

young people, adults and seniors who have consumed the Jet Chocolate Bar as part of
the

of a tradition.

6) What is JET's marketing mix like, what are the elements that characterize its
pricing, distribution, product and communication strategy?
The brand's strategy is based on four fundamental pillars: Innovation, effective
communication close to consumers, a broad portfolio for all targets, present in all
segments, and a strong distribution network.

The price generates a great difference in relation to other articles of the category in the
market, which turns it into a differentiator; which is represented in the recall of the
product and in the increase of the sales of the same one, being this accessible to the
majority of economic strata.

Distribution: Most of its sales of chocolate products such as Chocolatina Jet are
through neighborhood stores and grocery stores. This is due to the purchasing habits
of the population, especially the low-income population, which has a preference for
buying in small volumes.

This product is designed to reach multiple chocolate-loving audiences (adults, youth

and children), giving more options to its regular consumers and to those who want to
find a different flavor in white chocolate.

In the 70's, Chocolatinas Jet launched its first two commercials under the third slogan
created by the company, "SHARE YOUR LIFE, SHARE YOUR JET" so that Colombian
consumers, in addition to filling the album, would have the opportunity to feel the
product closer and witness the changes it was having.

7) How Jet has been able to keep the brand's life cycle in place

Jet has been able to maintain a long life cycle thanks to its innovation strategies,
effective and close communication with consumers, its broad portfolio for all targets
and its strong distribution network.

the 12-gram jet chocolate bar represents 45% of the brand's revenues with more than
200 million units sold per year, but it also has an important support in products such as
balls, bubbles and the Waffer Jet. During these years, the brand has also introduced
some product extensions such as the white chocolate version and Jet Lyne for the
public that chooses to consume low-sugar products.

8) How JET's innovation strategy has been

Grupo Nutresa managed to transcend the chocolate candy category to enter the ice
cream segment. It managed to transcend the chocolate candy category and enter the
ice cream segment with the Jet Popsicle.

It has also decided to join the competition against Nutella, Nucita and Chocoramo, and
has therefore opted for Jet spreadable cream.

9) What is JET's communication strategy, how is the brand positioning?

jet's television advertising strategy allows the brand to reach consumers in such a way
that the music, characters and colors evoke feelings, desires and emotions through
visual contact.

10) What do you think Jet's strategy for the future should be to maintain the
growth of the business and the tradition among Colombians?

Innovate in the product line for low sales seasons.

11) How do you analyze the competitive environment, taking into account
Porter's competitive forces?

Consumer bargaining power

- the company has been dedicated to establish itself in a specific market niche, so it
has loyal customers and therefore has a great reception in the market, its products are
aimed at people with low incomes at affordable prices.

-Chocolates, having a good acceptance in these sectors, is positioned as a company of

differentiation, so that consuming this type of product gives an experience of tradition,
history, good times and in the case of Colombia, even nationalism.

Threat of entry of new Competitors

-The company has been in the market for more than 50 years, with a loyal public, the
competition does not have a brand tradition. In addition, a degree of specialization,
capital and distribution is required to compete.
Supplier bargaining power

- The company is already established with many years in the market, has proven
suppliers that will provide quality raw materials and other inputs of good quality and at
low costs.

-As far as costs are concerned, it can be said that cocoa is managed by international
prices, so they do not have much bargaining power on that side, so the loyalty of
suppliers plays a very important role in this point.

Rivalry among Competitors

- It is true that the company has a great acceptance in the market, it has to compete
with large, medium and small companies.

Threat of entry of substitute products

- Although there is a wide variety of substitute products in Colombia, such as candies,

cookies and there are many national and international companies. Chocolate allows
the Nutresa group to compete mainly with the same product for years.