II. Competitor’s Analysis
SELECTA

| | | Ratings (Scale = 1 to 5: 1, Poor 5, Excellent | Brand Attributes | Weight | The Company | SELECTA | Competitor 2 | Competitor 3 | Customer awareness | 20% | | 5.0 | | | Product quality | 30% | | 4.5 | | | Product availability | 20% | | 5.0 | | | Technical assistance | 10% | | 4.0 | | | Selling Staff | 20% | | 4.5 | | | Total: | 100% | | | | | | Average Score: | | | 4.6 | | |

Selecta ice cream has strong customer awareness. All of the respondents surveyed knows Selecta whether it is an aided or unaided one. 59% of them answered Selecta as their top-of-mind brand of ice cream. This is the reason why the brand got a perfect score in customer awareness. Summarizing all the verdicts that the respondents gave for Selecta, the brand is on the pretty good side when it comes to quality. Considering the quality and price, customers consider it as great in value. Nonetheless, some negative comments such as it is so sweet and the chocolate and cookie bits are few, are the reason why Selecta only got 4.5 ratings for quality. Selecta is the ice cream brand that is widely distributed in the Philippines. Aside from being available in major supermarkets, its distribution channels include convenience store, sari-sari stores, restaurants, drugstores, and grocery stores. Selecta got 4.0 ratings for technical assistance because it has website where customers can contact them. Although, they do not have contact details on their packaging where customers can call for comments and suggestions just like what other brands have. Lastly, Selecta is mostly sold through its own table-top freezer. Nevertheless, unlike other ice cream brands, Selecta has its own direct selling. They give opportunities for Filipinos to franchise their ice cream brand and become a distributor. Aside from that, in some malls,