STYLE AND ELEGANCE

NANCY RED MUÑOZ

APPRENTICE

NATIONAL LEARNING SERVICE SENA

OCTOBER 2018
SAN GIL, SANTANDER
COMPANY: ELEGANCE AND STYLE
BRAND: TANNIA
MOTTO: ELEGANCE AND BEAUTY SHINE IN YOU
 COMPANY INFORMATION
Name of the company Trade’s name
Company’s activity
COMPANYHISTORY
History of the company in detail
Advertising has been traditionally
done? What kind of advertising and
what issues were addressed?
What were the objectives of
previous campaigns?
What are the characteristics of your
product or service?
What is the current position of your
product in the market?
THE PRODUCT OR SERVICE
Description of the product or service
with all its features:
Physical (if it has)
Chemical characterization (if it
has) Packaging (if it has)
Benefits
Trajectory (how long was it released)
Lifecycle
Legislation
PRESENT TENSE
Name of the company and commercial name:
elegance and style
Slogan: elegance shine in you
Activity of the company: We are dedicated to
the production and commercialization of
garments.
PAST TENSE
Elegance and style was created from an
inspiration based on women, creating a line
of clothing with a unique design and style
for each type of woman.
The inspiration arose in giving a turn to the
elegance and style of the woman, which la
gerent gives beginning to a business idea
and development to its own products.
After the development of the first designs,
the garments began to be known by
different cities of the country, this makes
the company elegance and style begins to
have identity and recognition, since then it
has begun to develop advertising materials
in different media that they give the
company an image
PRESENT TENSE
My products to offer to the market are
women's clothing. We will design
garments with hand embroidery inspired by
nature according to each season.
Its elaboration will be based on the
specifications of the client showing them at
the moment in which the client of provara
the garment and end up buying it.
The product will also be found in different
media available to the client, such as
evistas, catalogos, etc.
 SWOT MATRIX (STRENGTHS, PRESENT TENSE
WEAKNESSES,
OPPORTUNITIES AND Weaknesses: We do not have enough
THREATS) capital to have an optimal level of
production.
Weaknesses (they are internal to the Strengths: Variety and exclusivity of
company) designs, quality finishes and materials
Opportunities (they are external, what used, guarantee on all our articles
the sale opportunities are) Opportunities: Attendance at various craft
Strengths (they are internal) Threats (they fairs nationally and internationally, and
are external) business conferences that allow contact
with intermediaries.
Threats: lower sales period into the
market.
BUDGET PRESENT TENSE
Raw material: $ 6,000,000
machinery: $ 10,000,000
Accessories: $ 4,000,000
It’s the money assigned to the project. rental of premises: $ 2,000,000
stand: $ 1,500,000
Supplies: $ 3,000,000
total: $ 26,500,000

CONSUMER/TARGET AUDIENCE PRESENT TENSE

DESCRIBE THE
CONSUMER / TARGET AUDIENCE
Describe the three types of consumers: final consumer: women of all ages, lovers of
End consumer: The person who consumes good taste and exclusive designs.
the product, but doesn’t decide on the Real consumer or objective: people who buy
purchase. the garments for personal use or give it to
another person.
Real consumer or objective: The
Potential consumer: women of all ages who
person who makes the purchase
love original designs and always be in style.
decision.
Potential Consumer: The person who has CLIENT PROFILE
a provisional contact with the product or Demographer: women from zero to 100 years
who will be the consumer in the future. old
Describe the profiles Geographical profile: our public will be located
Demographic profile in the city of San Gil Santander petenecientes
Geographic profile to all kinds of strata.
Psychographic profile Psychographic profile: our market is women
who buy garments, with handmade
embroidery and garments with different styles
and exclusive designs.
 COMPETITION/POSITIONING PRESENT TENSE

Describe the type of competition your product POSITIONING CONTEST

or service has: Direct contest: TANNIA style claims a pledge
Direct Main competition: clothing
Hint
Main Competition

PROJECT OBJECTIVES PRESENT TENSE

PROJECT OBJECTIVES
Achieve a return of 30% annually be
measurable
Describe the goal to be achieved in your Increase annual sales by 50%
project. Being a brand that applicants acknowledge
for its variety and
quality of products
Achieve greater regional coverage, national

MARKET RESEARCH
Explain the market research you have
made in your project: which are the latest
changes of consumers and the target public
PRESENT TENSE
MARKET RESEARCH
We will research processes about women's
fashion trends
We generate ideas for new products that
respond to fashion
trends
Our objective public will be young people
who every day show attracted more items
with innovative and original designs, this
being a strong purchasing power for our
Product.
PLACE
Distribution is done directly at the point of
sale, which can add value to the product by
the profits obtained by distributing it in the
same place of production and
manufacturing, as well as being a channel
fully profitable. Distribution to delivery
product on the same site processing.
To publicize our product, we will make
advertising through print media such as
flyers and business cards delivered through
different distribution channels (stores and
university students) as well as the
advertising image at the point of sale.
 SCHEDULE PRESENT TENSE

SCHEDULE
ACTIVITY WEEK 1

Approach the idea

Include the distribution channels for the
products of your project:
Direct Indirect
Research Problem
Development of the conceptual
framework
Formulation of the overall objective
of the study
Formulation of the general
objectives of the study
Formulation of the specific
objectives of the study
Formulation of the hypothesis of
the study
Definition of research variables
Distribution channel: direct selling in the
point of sale the final consumer for it
demands the product at low cost.

Dilify each of the boxes according to the criteria and the verbal time that are
requested.