TECNÓLOGO GESTIÓN DE MERCADOS

EVIDENCIA

“FORMATO BRIEF - CAMPAÑA PUBLICITARIA EN INGLÉS”

DIEGO FERNANDO POTOSI

INSTRUCTOR: RENE AUGUSTO CASTAÑO VIDAL

SERVICIO NACIONAL DE APRENDIZAJE

SENA

2018

BOGOTA
1. Company information

D.F MODA & ESTILO

This company is dedicated to the manufacture and marketing of clothing, focused

on a line that will be masculine.
Which will offer exclusive styles and designs that will highlight the brand in the
consumer market.

These garments are intended to satisfy the need of men and break with the
scheme that the typical man is that will become the first and most basic garment
that sees, the idea is to make the consumer see the most comfortable and with the
clothes that are more in line with his style.

2. The product or service

COMPOSITION:
JEAN: 73% cotton - 25% polyester - 2% elastane
SHIRT: 80% cotton - 20% polyester

APPEARANCE: varies according to the design and style of the garment.

PACKAGING: the final packaging of the garment is striking bags that contain
the logo and company name, as we know the garments are on display in the
stores therefore these bags will be used when delivering the garments to the
customer.

LABEL:

DIMENSIONS: varies according to the size and design of the garment

PRESENTATION:

USEFUL LIFE: the life cycle of garments depends on the use and care of
these.
3. SWOT matrix (Strengths, Weaknesses, Opportunities and Threats)

STRENGTHS (Internal Factor) WEAKNESSES (Internal Factor)

1. Excellent advice from highly professional

designers
2. High quality standards
3.Exclusivity of the brand
4. Comfortable prices.
5. Qualified personnel for production.
6. Large number of branches to
Local, national and international.
1. Control by the internal bodies of the
company in case there is any business
competition.
2. Control of the human quality of the staff
3. Effective maintenance of machinery.
4. Efficient control of production quality.
5. Lead to perfection of inventories and
warehouse

OPPORTUNITIES (External Factor) THREATS (External Factor)

1. We are in the digital world we have a
page with excellent catalogs and easy
online shopping.
2. The company has commercial Advisors
that increase the level of sales.
3. We have very well located outlets.
4. Our plant is one of the best in Colombia
with the most advanced technology.
5. Our staff is very well trained and receive
well-being and comprehensive training
classes so that each day they grow as well
as people and employees
1. Increase of the dollar since certain part of
the fabrics will be imported.
2. Change of Fashion trends
3. The creation of an equal line by another
textile company
4. import of imitation garments at low cost.
5. Copy of our models and designs by the
competition

4. Budget

Currently we have a budget of 30 million pesos which will be used for the purchase
of supplies, machinery, leasing of premises and payroll for employees, among
others.
5. Consumer/Target Audience

MARKET SEGMENTATION

GENDER SEGMENT: in the case of our company, the segment by gender focuses
on the production and marketing of clothing exclusively for the male gender.

SEGMENT BY AGE: The age range for which the company focuses is from 16 to
35 years.

GEOGRAPHIC SEGMENT: Because our company is destined to expand in

shopping centers throughout the country, we will market different types of
garments depending on the location of our stores. Initially we will locate with stores
and factories in the city of Bogota; therefore, we will carry out a study of the most
used garments in the city.

6. Competition/Positioning

In the case of Colombia, competition is limited since very few companies focus on
a single line for the economy or perhaps the fear of not evolving with only one
option. Companies such as Carlos Nieto and Arturo Calle are the strongest trends
in men's clothing, but our company, as mentioned before, aims to revolutionize the
way men dress and make a difference in terms of existing companies.

7. Project objectives

OVERALL OBJECTIVE

Define the strategic plan of the marketing plan that guides towards the definition of
effective monitoring indicators in the organization.

Break with the common denominator that the woman is the most vain and
complicated at the time of dressing, with this initiative we will show that the man so
well can be very vain and very striking at the time of dressing.

Generate confidence for the improvement of the image of our consumers, so that
they feel with a high level of self-esteem, because the appearance is of great
importance and more in the day to day where society is full of prototypes.
SPECIFIC OBJECTIVES

1. Provide an exclusive line that is marked by innovation and recognition to what

has been seen before and manufactured massively.

2. Generate a level of confidence, because these garments will be sold only in

shopping centers which will give the brand more advantages.

3. Eliminate that prototype that men should dress so basically, men can also be as
or just as vain in the way they dress as a woman.

4. Define the concept of supply and the factors that influence to determine it.

5. Define the concept of demand and identify the factors that intervene at the time
of analyzing and determining it.

6. Analyze and interpret the graphs corresponding to supply, demand and

equilibrium point with its respective curve

8. Schedule

DISTRIBUTION SYSTEM

Intensive distribution

We use this type of strategy because our company seeks the highest possible
number of sales points, with multiple storage centers to ensure the maximum
coverage of the territory in sales and a high sales figure to make our project real
and feasible. This strategy is appropriate for our products. The ideal of this
distribution is to maximize the availability of the product and provide great
participation in the purchase of the product due to the high exposure of the brand
DF MODA & ESTILO as a manufacturer and marketer of men's clothing, which will
cover the local market and Later we will reach the national and international market
with highly designed garments with innovative styles, quality, competitive prices
and timely delivery.
DISTRIBUTION CHANNEL

The utility creation model for the consumer

Utility of place: physical stores will be located initially in the city of Bogotá in
shopping centers; the garments will be displayed in showcases so that the
promotion of these is more effective and greater access to customers

Utility of time and form: the garments will be delivered at the time required by
customers, to achieve this we will have each store fully stocked with each design
offered.

Our company D.F MODA & ESTILO for its distribution will use:

In the PULL strategy we will raise

• Trade marketinng: the sales consultant will be given good treatment as the
customer, where volume purchases will handle discounts as well as payment
terms. Guarantees of the garments: change by hand according to the policies of
our company of good use.

• Communication: training in customer service for personnel responsible for sales

of our stores.

• Advertising: POP material with the name and logo of our brand, creative and eye-
catching exhibitions in each of the points of sale.

In the PUSH strategy we will raise

• Public relations at the points of sale: we will have commercial advisers who offer
the garments, making known and verifying the designs and the quality standards
with which they will be manufactured.

• Promotion in sales: coupons for discounts for new products, raffles for purchases
dependent on the value acquired, accessibility to credits among others.

• Merchandising: we will look for a visible and creative location to display our
garments taking into account the flow of customers in order to guarantee more
effective sales.