PROJECT PRESENTATION IN ENGLISH LANGUAGE

JOHN RAMIRO LEMUS GALEANO

INSTRUCTOR:

GERSSON RAFAEL CELEDON PERTUZ

NATIONAL LEARNING SERVICE SENA

MAGDALENA REGIONAL

APRIL 2020
PROJECT PRESENTATION IN ENGLISH LANGUAGE

JOHN RAMIRO LEMUS GALEANO

INSTRUCTOR:

GERSSON RAFAEL CELEDON PERTUZ

NATIONAL LEARNING SERVICE SENA

MAGDALENA REGIONAL

MARKET MANAGEMENT TECHNOLOGIST

APRIL 2020
INTRODUCTION

The following report puts into practice all the knowledge so far understood to apply to a
project of creating a clothing brand and thus be able to carry out the entire process to bring
it to life, know how to make it remain in the market, strengthen it before the competition and
satisfy the market. Likewise, this study reveals the economic, demographic, and
technological conditions that lead us to be able to apply excellent marketing.

The data obtained through the survey, a tool used to collect information, gave excellent
results to be able to do all the work and identify problems in the current market. With the aim
of being able to do business and solve unemployment problems, I came to be able to
propose a possible solution shown in the conclusions.

JUSTIFICATION

The inhabitants of the city of Ibagué mainly, are not satisfied with the designs and the quality
of clothing for their children that is currently on the market, it is being emphasized in children
from 0 years old to 12 years old, for in start this market with the company PLAMUS Kids,
who is thinking about this market that is not satisfied and wanting to take advantage of the
new needs and demands of the current market, since people do not have much time to go
shopping, so they want to implement An App application so that the parents, who are the
ones who buy these clothes, can do it from the comfort of their home, taking into account
that they are looking for quality in the garments and the care they want to receive,in this
way, reaching everyone through the Internet and distributing children's clothing of excellent
quality and at prices that compete in the current market with recognized brands such as
Offcorss, EPK and Babyfresh.

All this will be done according to the analysis and interpretation of the surveys that were
carried out, since it takes into account what parents want in relation to their children's
clothes, their preferences, tastes and frequency of purchase.
PROBLEM STATEMENT

The present work tries to respond and contribute information to satisfy the market need.
What are the different brands that exist in the market failing? The question tells us to know
and know the failure of these brands and to be able to solve them to reach more customers.
Know and analyze the impact of the project and all the tools carried out.

OVERALL OBJECTIVE

 Determine and know the tastes, preferences, intention and frequency of

buying children's clothing in the city of Ibagué, in order to develop market
management for the marketing and distribution of children's clothing.

SPECIFIC OBJECTIVES

 Design and apply the survey as an information gathering technique to find out the
tastes and preferences regarding children's clothing.
 Analyze and interpret the data collected through the survey designed to know the
intention of buying PLAMUS shirts.
 Investigate how the current textile market is doing to identify the appropriate
marketing techniques for product distribution.
 Define the target market through the information collected through the survey, to
implement current technological tools such as applications and the Internet and
make good use of natural resources.
 Analyze and identify the internal and external variables that affect the project through
the analysis of Porter's five forces.
Macroenvironment

The macro-environmental factors affecting the clothing industry are those found outside of
small businesses and their competitors. Business owners have less control over these
external factors, and their impact when changing them is minimal. Instead, small businesses
must adapt to these macro-environmental factors, which are the characteristics of the
consumer, technology, government influence, and the economy. How small businesses
adapt to these factors determines both their ability to differentiate themselves from their key
competitors and their overall success.

Consumer factors

Consumer microenvironmental factors are cultures, norms, lifestyles, demographics, and

demographic changes. These factors affect the garment industry in different ways. For
example, a small-size clothing manufacturer needs to create styles that appeal to different
cultures, especially if those cultural groups represent large segments of their market. By
contrast, clothing manufacturers, wholesalers, and retailers avoid creating too many items
of clothing that fall outside of societal norms, such as styles worn 100 years ago. An aging
population may increase the demand for larger jeans and underpants, such as relaxed or
baggy styles. In general, many people become more sedentary when they enter their 40s
and 50s. Consumer waists expand so they need bigger sizes and more room for comfort.
Also, lowering birth rates in some areas will reduce the demand for baby clothes.

Technological factors
The technological micro-environmental factors that affect the clothing industry are the
availability of resources, demand and production. For example, a shortage of certain
materials, such as leather, may force retail and wholesale clothing companies to sell more
faux or substitute leather products. Retailers can increase cotton clothing prices if there is a
shortage of this raw material, as they must pay manufacturers more. The introduction of new
clothing styles by a competitor may displace the demand for old fashions. Therefore, a small
clothing manufacturer may have to suspend some clothing lines and produce new ones that
meet the needs of consumers. On the other hand,
Legal and political factors

Small businesses in the apparel industry are affected by a number of legal and political
macro-environmental factors. The industry has been repeatedly affected by issues such as
workers' rights and child labor laws. The Union of Garment Manufacturing Plant Workers
can organize pickets for their employers, especially if their wages or medical benefits are
less favorable than those of other workers in the same industry. Workers' pickets to their
employers impact production. This can cause delays for retailers to get spring or fall models
on time. Activists who are not employed by retail companies can also picket those who buy
clothes from countries known to violate child labor laws. This negative publicity could affect
the sales and profits of small clothing retailers. In addition, a trade embargo against imports
from another company would force clothing wholesalers to find different suppliers.

Economic factors

Economic factors can have both positive and negative effects on the clothing industry.
During periods of economic boom, people have more income. Thus, they can buy more
clothing, increasing sales for clothing manufacturers, wholesalers, and retailers. However,
recessions have the opposite effect. The sale of the various clothing items may be
significantly lower. Consequently, retailers may have been left with large amounts of
inventory. And they may have to sell clothes at substantially lower prices. Clothing
manufacturers and retailers may also have to sell branded clothing at low cost to compete
with more generic brands. Consumers often buy cheaper brands when they have less
disposable income.

Demography
According to the population projections published by DANE for 2018, a population of
564,076 inhabitants is estimated in the municipality of Ibagué, of which 533,351 people
reside in the municipal capital (95%) and 30,725 people reside in the rural sector. (5%).

Population projections indicate that for 2017, 51.44% of the inhabitants are women
(287,445) while 48.56% are men (271,360).
37.63% of the population of Ibagué is between 29 and 59 years old (adulthood), followed by
the population between 18 and 28 years old (young), with 19.05% Illustration 2. Population
structure

In other words, the fact that the base of the population pyramid for 2018 is smaller than in
previous periods reflects that births in Ibagué have decreased compared to 1985. This
phenomenon generates an aging population in Ibagué, as reflected in the top of the 2018
population pyramid.

Diagnosis of the problem under study

In the city of Ibagué, there is a problem in which people are a little fatigued due to their
inconspicuous designs, prices, quality, and they no longer like to leave the house to buy
clothing for their children, since they find the internet more comfortable.

This is due to the excessive clothing brands that seek to get money without even knowing
what people are looking for and therefore everything is full of boring clothes and people have
to buy something that they do not like 100% or prefer imported clothes.

Statement of the study problem

Entrepreneurs sometimes do not know how to reach the market and satisfy it completely, so
they can fall into problems of creativity, quality prices and this leads to the market getting
out of hand leading the competition to take advantage of this.

Customers need excellent quality products to stay with a brand and this leads the company
to growth and employees to desired satisfaction.

The present work tries to respond and contribute information to satisfy the market need.
What are the different brands that exist in the market failing? The question tells us to know
and know the failure of these brands and to be able to solve them to reach more customers.
Know and analyze the impact of the project and all the tools carried out.
Conceptual framework of the study

People are recharged with monotonous garments of low quality and high prices, so they
resort to foreign markets leaving all the local productive effort adrift. One of the
characteristics of the market is the need to be fashionable at a good price. These people
and these local businesses don't connect very well; A clear example is the mass
consumption of certain brands such as Offcorss that have a design group that works almost
24 hours a day.

The market begins the game to design actions to meet the needs of people. Since in the
investigation we see that the community does not have an active participation in the process
or in the results.

It is crucial that the community participate, since it is the community itself that decides
whether to buy the brand or not, it is they who can provide a lot of information about the
needs and how to solve them. For this, the survey was implemented to learn and know what
they need and want. Thus developing skills and opportunities to identify problems, needs,
define priorities, and formulate proposals from the perspective of clothing.

Therefore, it will allow knowing the market conditions and the responses of the community,
not only through the data collected with the tools used, but also through the community's
own perception. It should be emphasized that the most important thing is not for the
community to express correct statements or not about the causes and development of their
problems or needs, but to know their interpretation, in order to invest more in market
research and understand the context where they give these statements.

Justification of the study

The inhabitants of the city of Ibagué mainly, are not satisfied with the designs and the quality
of clothing for their children that is currently on the market, it is being emphasized in children
from 0 years old to 12 years old, for in start this market with the company PLAMUS Kids,
who is thinking about this market that is not satisfied and wanting to take advantage of the
new needs and demands of the current market, since people do not have much time to go
shopping, so they want to implement An App application so that the parents, who are the
ones who buy these clothes, can do it from the comfort of their home, taking into account
that they are looking for quality in the garments and the care they want to receive,in this
way, reaching everyone through the Internet and distributing children's clothing of excellent
quality and at prices that compete in the current market with recognized brands such as
Offcorss, EPK and Babyfresh.

All this will be done according to the analysis and interpretation of the surveys that were
carried out, since it takes into account what parents want in relation to their children's
clothing, their preferences, tastes and frequency of purchase, in order to also develop the
corresponding marketing plan, with its respective tools and strategies to generate a positive
and required impact on society, carry out the project and apply it for its respective forecast
and sales budget

General objective of the study

 Determine and know the tastes, preferences, intention and frequency of buying
children's clothing in the city of Ibagué, in order to meet the unmet needs of
consumers and subsequently develop market management for the marketing and
distribution of clothing. dress for children.

Specific objectives of the study

 Know the tastes and preferences regarding children's clothing, observing the
frequency of purchase.
 Analyze and interpret the data collected through the survey designed to know the
intention of buying PLAMUS shirts.
 Investigate how the current textile market is doing to identify the appropriate
marketing techniques for the distribution, sale and marketing plan of the product.
 Define the target market through the information collected through the survey, to
prepare the marketing plan and implement current technological tools such as
applications and the Internet and make good use of natural resources.
  Know the acceptance of the product by the target market, for the realization of the
forecast and the sales budget.

Study hypothesis

Thanks to market research, my company PLAMUS will be able to compete with large
companies and clothing brands, meeting the needs of the most important customers.

Taking into account the needs and disagreements of people, we are able to reach and fully
cover the market.

We know that designs and research are very important, and with the help of a survey that
reaches many people, we can know what to do and how to carry out the research.

The shortcomings of other brands, their problems and conflicts in the market are
opportunities for PLAMUS so we can make the most of our tools and dominate the children's
fashion market, and compete with large national and international brands to reach the point
of exporting our products.

Variables of conceptual research

The people who were surveyed, revealed some key aspects to carry out the investigation.

A small number of people, but helped carry out the project, the main point was children's
clothing and people looking for and whether they are satisfied.

CONCEPTUAL

Conceptual Contextualization of the variables allows a more appropriate evaluation of the

research results.

OPERATIONAL Garment quality

Garment Quantity

DIMENSIONS
Garment quality: good fabric quality, designs and quality control.

Quantity of clothing: enough to meet demand

INDICATORS

Garment quality: Price of fabrics that are of excellent quality, designs that are booming and
market taste and quality control to make them optimal garments.

Clothing quantity: according to orders and sales and imports.

Information sources.

Information Sources: They are all those means from which the information comes, that
satisfy the needs of knowledge of a situation or problem presented, which will later be used
to achieve the expected objectives. According to their origin, they are classified into: Criteria
to consider when designing the information collection tool Primary sources. Secondary
sources.

Primary sources are those in which the data comes directly from the population or sample
of the population. Secondary sources are those that start from pre-prepared data, such as
data obtained from statistical yearbooks, the Internet, the media.

Primary source of information, the survey was used as the primary source since it had
contact with the people who are the ones who buy the product, it was possible to know what
the market needs and some failures of the companies that are in the market. They gave
some points to take into account, such as people looking for quality at a low price and others
who prefer certain brands regardless of price, as they have excellent designs and
impeccable quality.

Secondary sources, analyzing the first sources of information, in this case the survey whose
tabulation and graph were used to obtain measurements based on equations to detect an
important value from each question and thus be able to continue with the research project,
these graphs showed the levels preferred by customers in some brands of children's
clothing.
Information gathering techniques.

The information gathering technique for the present project is carried out by means of a
quantitative investigation based on the elaboration of an information gathering instrument
(survey), this being an information gathering technique that allows knowing different aspects
of the possible clients, who in this case are mothers and both fathers who choose clothes
for their children.

The survey is designed with the objective of determine and know the tastes, preferences,
intention and frequency of buying children's clothing in the city of Ibaguéand its application
is started through the Googgle Docs forms. The survey consists of 12 questions that are
addressed to the study population, in this case to the parents of the city of Ibagué. The
survey was conducted with a clear objective and had a short duration, the questions are
designed so that they are understood and respondents do not hesitate to answer. There
were a total of 25 surveys that were classified and coded for their respective analysis.

Information gathering instrument.

MARKETING SURVEY

CLOTHES FOR KIDS

The following survey aims to know the tastes, preferences and frequency of buying
children's clothing. *Required

1) How often do you buy clothes for your children? *

Weekly
Monthly
Biannual
Other:
2) The sizes that are in the market satisfy your need? Or are they not related to your
child's true size? *

If they satisfy
They have no relationship
3) When choosing the size, do you choose the right size or 1 larger? *

Fair size
Larger size
4) Who chooses children's clothes at home? *

Dad
Mother
Children
Mom and Dad
5) What clothes for your children do you buy most often? *

Tshirts
shirts
Pants
6) When you go to buy clothes for your children, which brand do you prefer? *

EPK
OFFCORSS
BABYFRESH
Other:
7) Would you buy clothes for your children online? *

Yes
Not
8) What is the most important thing for you when buying clothes for your children?

The price
The quality
The material
Other:
9) Would you travel long distances to buy clothes for your children for good care, having
other places closer?

Yes
 Not
10) Would you buy clothes in a store that has excellent quality clothing, even knowing
that it does not have any discount?

Yes
Not
11) If you had at your disposal an Application (app) to buy clothes fortheir children. Would
you use it? *
Yes
Not
I prefer to buy in a physical store
12) Do the clothing designs currently on the market satisfy yourneeds and expectations?
*
Yes
Not

Proposed packaging design and strategic plan

Identification of the product or service

T-shirts (Clothing) is found in comparison products or compared shopping goods, where we will
locate it in a virtual store where the client will be able to compare prices and quality easier than
going to a commercial premises or store. This tangible product belongs to a Durable Consumer
Good, which is an excellent product to market for its contribution to the customer. This product is
also found as a Seasonal Product in which we will make the most of the spaces to promote and
market our collections.

Elements to consider:

As for quality, we look for the best fabrics and we will strengthen the ability to create designs and
this together with a good clothing team to give the best quality to our product.

Regarding the brand, a study was made of a name that simplifies the two members of said brand in
order to create a company name.

As for product guarantee, we have the strength of the renowned textile brand and screen printing
processes to give, as well as our quality guarantee.

The elements to consider must exceed the benefits of the object to be presented, such as:
product quality,

structure of your design and brand;

Likewise, the aggregates that support its acquisition must be included, such as:

product installation and use,

warranty and

maintenance aspects in the required cases.

Market segmentation according to product or service

From the traditional point of view, the textile sector, clothing manufacturing, a fundamental part of
the Colombian fashion industry (IM), has had an impact on the country's economy. It is also
considered one of the macro-sectors of economic development in the country for its capacity to
generate employment.

The segments
Segments are the result of dividing a market into groups that share similar characteristics. In the
context of this study, and for a better understanding of the structure and divisions of the children's
fashion industry.

Although the target audience of the fashion industry is made up of heterogeneous individuals, each
brand has a place in the market thanks to the fact that it identifies with audiences that show their
personality and difference when it comes to dressing.

In a theoretical framework, it is necessary to propose a differentiated offer that satisfies each group
and differentiates it from the rest. It is a struggle for each fashion brand to achieve that differential
notoriety that makes it stand out both in front of its audiences and with the competition.

If Baby fresh, offcorss, EPK, Carter´s or Armani junior, were similar with a similar offer and identical
objectives, they would not have been able to differentiate each other, they would only be different
names and not concepts of luxury and fashion business.

The fashion buyer is different, governed by variables such as age, sex, lifestyle, purchasing power ...
and because of these variables, he identifies with the different styles and looks for brands and
products that best adapt to these characteristics.

At the time, Chlôe detected that the men's segment demanded more luxury fashion, had the
maximum purchasing power necessary to bet on them and diversify its product line.

Market segmentation fosters competition, competitiveness and allows many players to operate, but
the analysis of preferences given the same breadth of it is complex.
Each segmentation criterion serves to classify the consumer and help analyze consumer behaviors,
the benefits sought with the purchase to redirect the products of the fashion brand.

For me, it is fundamental in a good business strategy to know how to identify the loyal segments of
the brand, those who look for variety and those who are not loyal to any brand. A market study,
pure and simple, and of the brand itself and its product portfolio.

Criteria such as loyalty, the purchase process (reasoned or impulsive), place of purchase, type of
purchase, intensity of use, expense, situations of use, sensitivity to price, benefit sought and
perceptions must be the columns of this study, a professional and conscientious study.

The study of emerging fashion segments by itself requires an independent, individual and
complementary analysis to that carried out by the firm within the segmentation analysis.

Everything is too wide and complex to develop in a single post and I will talk about it later.

The use of technology for the analysis of the segmentation of the fashion market such as CRM
(Customer Relationship Management) allows optimal management of customer relationships in our
sector and in all others.

It is possible through these tools and market analysis to propose more accurate segmentation
strategies and any information system and innovative commercial research in fashion will provide
us with the useful knowledge to make any marketing decision for our fashion brand.

Offer definition

T-Shirts PLAMUS will carry out studies to offer an excellent offer in quality, service and
excellent prices, identifying the prices of the competition in order to have an excellent
demand.

Said offer will be made according to the study of the budget with which these products will
be made and not reach a point of indebtedness and that we lose product and investment.

Having already selected a niche, we have advantages over other companies and get rid of
the competition a bit, we can also take more advantage of our resources in production
without generating waste of capital and time. This way we will gain more market and we will
be able to reach our goal of the desired demand.
In the market niche we find so much useful information for our project that it helps us to
visualize beyond that some companies have not been able to see since they do not have a
study to reach the market and satisfy demand.

 Why do we think this? If we know the demand and what we want to do to fully
cover it, we can make an adequate or rather excellent offer in order to achieve a
price that is in equilibrium point for when demand is absent and when it is at its
maximum.

The equilibrium point will help us to see a standard of what we can sell and acquire in profits
without losing money or products in times of low demand and if there is abundant demand,
we can cover it more easily since we would have to double production.

Demand definition

Our customers who demand our products will be those who choose our brand, customers
who are parents or grandparents who buy our products that are aimed at boys and girls.

Our product will have a price that is very fair according to the quality and exclusivity of our
products. In this way they will be able to obtain something greater than the current market.

Fixing prices would be helpful in times of low demand so that the company remains and
does not lose profits, but at the same time take into account some months of the year where
discounts must be made if there is stock in order to exit these products, the The aim is to
create a pricing strategy to adjust it to the market and turn it into a tool to adjust price
movements according to the demanded quantities of the product.

Fixed prices: prices are maintained during all periods. Reduction prices: the price of the
good is reduced at certain times over a part of the existing stock in the company to give it
an exit.
 Promotional prices: they are applied in a short period of time to certain products.
 Dynamic prices: it is the personalization of the price by varying it for each product
and each transaction.

The price management strategy is considered an effective business tool to adjust the market
through the movement of prices, and in turn, the quantities demanded of the product and
service.

Preparation of the technical sheet of the product or service

Prepare the technical sheet of the product or service that contains the functional,
operational and technical aspects of the products or services, and the advertising layout
for presentation to the public.

Development of the prototype of the product or service

Design the prototype, taking into account the following steps:

a. Specify the tastes and needs of customers.

Customers looking for quality, price and exclusivity, PLAMUS Kids t-shirts wants to offer
everything that the customer needs and wants under study. Based on colors, textures, we
can offer an excellent product.
b. Fully define what will be designed (materials, techniques, among others).
Materials we will work with 100% cotton textiles, plastisol for prints, leather cardboard
labels.

b. Build your prototype from a sketch:

c. Conduct market tests. (Describe the aspects evaluated)
Surveys were previously carried out to know how much people buy and what people want,
likewise we identified shortcomings in other companies to use them and make them our
strengths, we can sell good quantities if we manage to enter large stores and take
advantage of the seasons to sell our product and make the brand known for its quality,
price and designs.
d. Make the final sketch of the prototype:

Brand Creation and Development

Review the study material "Brand building and development" and define the general and
key aspects to start the brand building process according to your training project. A report
must be presented that reflects the following aspects:
• Identify the name and brand characteristics that differentiate you from your competitors.
It is a fresh brand that represents childhood and is also attractive to parents who are the
ones who buy the product. Being an isologotype, we can graphically identify it to sign an
entity's communications, whether as a company, product or service, a Isologotype is
formed by the union of a symbol and a textual stimulus.
• Identify the potentialities and strengths of your company's product or service and,
accordingly, define the qualities and characteristics that your brand should have.
Potential strengths: Adaptation to change, quality control in the production process, special
machinery operated with software, quality in service.
Qualities:
1. Knowledge. Without this quality, no brand has a chance to prosper. No consumer will
consider buying a brand, but does not know it.
2. Relevance. A great brand should be perceived as important to the fulfillment of the
consumer's hopes, wishes and needs.
3. Difference. To differentiate itself from its competitors, a great brand must be unique in
the aspects that really matter to the consumer.
4. Consumer orientation. Only when the brand knows its customers and their needs well,
can it generate great sales and fully satisfy the consumer.
5. Trust. To earn consumer trust, a brand must be honest, authentic and always deliver on
its promises.
6. Innovation. Although innovation is not a condition for the success of a brand, in a market
as competitive as it is today, big brands are obliged to anticipate consumer needs and
surprise them with constant innovations.
7. Sympathy. A great brand must create emotional connections with the consumer. And to
achieve this, it is obliged to share values with its clients, have admirable qualities and build
a "friendly" image for the general public.
8. Accessibility. To generate sales, brands must be easy to find and acquire. The greater
the accessibility of the brand, the greater will be its sales volume.
9. Popularity. Although some brands succeed boasting of their exclusivity, in general the
big brands are also extremely popular. Everyone knows them and has heard of them.
10. Value. The price of a brand must be in line with the emotional and functional values
that it provides to the customer.

• Select names of products or services according to identity, image, warranty, market

segments, and research results.
Children's T-shirts
Related to the gender segment
Small clothing retailers make frequent use of the gender segments. For example, small
independent stores and departments may sell children's clothing lines. This clothing line
may include casual clothing for both sexes. The department store features clothing usually
depends on the season.

Age-related segments
Age is another distinctive or demographic factor that helps clothing retailers determine
their buying audiences. Many clothing manufacturers target teenage girls with their new
fashion lines, including janes, blouses, and other clothing. They often promote these
clothing lines in late July and August, before the school year begins. The children's sector
represents another viable buying group in clothing sales. Children's clothing stores can
also sell related items that appeal to children and their parents. Babies and young children
represent other age-related segments. Some small manufacturers and wholesalers may
focus exclusively on the baby and toddler markets, as this segment is important enough
for its size.

• Design the brand and name of your company's products or services, taking as a
reference the symbols, signs, texts and colors established in the communication's policies
and objectives.
When designing the brand, an acronym was chosen to merge two surnames that are the
owners of the PLAMUS brand, in surveys many people liked 88% of 79 random people.
Now as soon as the logo that is a kitten reflects the innocence of children, this logo is
accompanied by fresh and fun colors so that the boys feel relaxed and comfortable with
our logo.

• Establish the main technical, legal and market aspects that must be taken into account
when creating the brands of your products and services.
 Control of legal aspects: trademark registration, see availabilities, similar brands also
in other categories. Omitting this procedure may imply a blocking of your brand by a
company that wants (and can) protect its interests.
 Benchmarking the competition: Check the brands of companies and competing
products of yours. The last thing you want to do is choose a brand to launch it on the
market and then be informed that it is very similar to one of your competition or with a
possible relationship with subjective aspects that may escape you.
 Similarities, differences and possible errors: the best way to contrast this aspect is
to do a test with different people; if possible in groups to be able to delve into different
aspects and thus see how far you can go.
 Use on paper: how it looks written, what backgrounds can and cannot be used, how it
looks in a brochure, how it saturates the ink, what it looks like when viewed on paper.
For example: it is very typical brands that use blues whose printing totally changes its
appearance depending on the type of paper you use. At the beginning it is the best
time to choose a color that will not cause a problem with your printing press every time
you go to generate new material.
 Use in electronic media: how it looks on screen, how it works on the Internet, image
weight, loading time, URL, etc.

• Verify that the names and brands are adaptable to any advertising medium and that they
meet the essential requirements to be registered and disseminated
In the surveys that were carried out, we realized that there is good acceptance, meaning
that it adapts to any advertising medium to reach more people and manages to position
ourselves in the children's fashion market, the following was found for registration:

Step 1: know ...

 What is a brand
 What can be registered as a brand

Step 2: check ASO trademark background

Before submitting an application, you should consulttrademark backgroundIn order to
know if there are similar or identical trademarks registered or in process, they may
hinder the registration of your trademark, since during the registration process the
trademark requested may be denied by another that has been previously registered by
a third party.
The trademark records may be consulted free of charge or with payment at the SIPI
Virtual Industrial Property Office

Step 3: classify the products and / or services

You must choose the products or services that will distinguish the brand and classify
them according to theNice International Classification.
The Nice International Classification is a classification of products and services that is
applied for the registration of trademarks. It is necessary to make an appropriate choice
of the classification of the products or services that you want to identify with the brand.
Tools that facilitate classification:

 MSG Product and Service Manager

 TM CLASS

Step 4: submit the application

You can submit your request electronically or physically:
Electronic filing:SIPI Virtual Industrial Property Office
Physical presentation:Attention Points

 Information and documents that the registration request must contain

 Fees
 Formats for procedures of distinctive signs in physical
monitoring the process
The processing of a trademark application must comply with a series of formal filing
requirements, deadlines for the different procedures, publication in the official gazette,
payment of fees, etc. For this reason, the applicant needs to know the current legal
regulations (Decision 486 of 2000andSole Circular of the Superintendency of Industry
and Commerce. Title X) and carefully monitor the process, so as not to miss the
deadlines.
Check the status of your request
Stages of the trademark registration process
If you are not clear about the general aspects to take into account when applying for a
patent, you may receive personalized guidance in thesupport centerswith which the SIC
has.

SUPERINTENDENCY OF INDUSTRY AND COMMERCE ARTICLE

• Build your company's promotion, advertising and sales strategies.

Promotion strategies are one of the most important marketing resources. With them you
can publicize your products, create a need for them in the market, even get a good
positioning of your brand.
Therefore, if you want to sell your product or service, it is very important that you are clear
about what promotion strategies exist and which one is best for your business, since it is a
key action for you to achieve success.
This is so because the objective of promoting a product, as we mentioned previously, is to
increase its sales, attract the attention of customers and improve its brand image.
Social networks
These tools are the most established today due mainly to their low cost and ease of use.
But be careful, it's not just publishing the promotion and waiting for customers to arrive.
You will have to promote and work strategies that help your business reach the right
people.
Some advice that our marketing agency can provide are the following:
An image or a link does not sell
You will have to work on the accompanying texts to capture the reader's attention and
encourage them to go where you want them to go, be it your website or your physical
store.
information
All the information you post must be interesting for whoever is going to read you. Not
everything is quantity, quality is paramount.
Be nice
It is not enough to publish and ignore everything. If any reader writes to you consulting a
question, you must attend to each and every one of them, otherwise your promotion will
lead to failure.
Quality channels
Just as the information you publish has to be of quality, it will always be better to promote
fewer channels that are properly served and where you reach potentially interesting
audiences for your business, than on the contrary, having several open channels that do
not contribute anything or your brand or your promotional strategy.
If you feel confused and lost, you can always consult people with experience in the sector
to help you with the planning and use of your social networks in the promotions of your
business.
Contests
This strategy could be encompassed in the previous section of social networks, because
where they are best received and easiest to use is in them.
Contests or raffles are a great possibility of promoting a product or service.
Is there something that human beings like more than the word "Free"? This hook can be
key to promoting a new line of business, as well as growing your community on social
networks and achieving greater interaction with your followers.
Mail campaigns
To carry out a good promotional strategy through email, we must be clear about the
concept ofemail marketing.
There are different means by which we can attract the attention of our clients or potential
clients and we must choose the one that best suits our needs.
Mailbox
In line with the above, but somewhat more traditional, sending postal mail to addresses.
Except for certain physical stores, such as supermarkets or department stores, which can
promote offers for their products, this strategy is somewhat obsolete as it cannot obtain
reliable information on who you are directing your letters to and therefore cannot segment
properly.
Gifts and gifts
Moving away from online strategies, whenever you are going to promote a new product,
the option of giving the potential customer a small sample of it or a gift that makes them
feel special can be a great option.
In this same line, but approaching online strategies, it is possible to give your products to
bloggers or influencers so that they themselves are in charge of promoting them.
If this option is within your reach, it can be a success.
The three main promotional strategies
All promotional strategies can be grouped into the following groups:
Boost strategies
It is about encouraging the people in charge of selling the product so that they do it in the
best possible way.
Attraction strategy
Contrary to the impulse strategy where the reference is the seller, in this case, the target
will be the consumer of the product or service.
In this group we can include the strategies of discounts, gifts, gifts, etc.
Hybrid or combined strategy
This strategy combines elements of impulse and attraction strategies. That is, it will be
given to both sellers and end consumers.

• Evaluate the compliance and effectiveness of promotion, advertising and sales

strategies through surveys and customer interviews and identify actions that generate trust
and credibility in the same.
SALE PROMOTION
As already explained, sales promotion is a term that has been used improperly and this
has resulted in it being confused with the concept of advertising. However, sales
promotion has its own and defined characteristics, but due to the great variety of
interpretations that exist about its meaning, there is no general agreement on the specific
activities that this area covers, so it is necessary to describe a series of definition in this
regard.

In conclusion, the definition of sales promotion is: the marketing activity that aims to
stimulate the sale of a product personally and directly through a regular and planned
process with mediate results and allows for prizes, demonstrations, exhibitions that the
consumer and the seller obtain the immediate benefit of the product.

TYPES OF SALES PROMOTION STRATEGIES

When the characteristics of the product with respect to those of the competition are almost
identical, the sales promotion strategies are used to gain market within the consuming
public and also obtain a sales volume.

SALES PROMOTION GOALS

 Stimulate sales of established products.
 Attract new markets.
 Assist in the product launch stage.
 Publicize changes in existing products.
 Increase sales in critical times.
 Help retailers by attracting more consumers.
  Obtain faster sales of products in their declining stage and for which there is still a
lot of existence.
There are two groups of promotional strategies depending on the type of audience they
are aimed at:

 Consumer strategies:it is about motivating customers' desire to buy so they can

buy a product or service.
 Awards
 Coupons
 Reduction of prices and offers
 Samples
 Sweepstakes contests
 Strategies for consumers and distributors:They are used to encourage resellers
to aggressively work and market a specific product.
 Exhibitors
 Showcases
 Demonstrators

According to the previous information, we can work on a type of survey that helps us to
know how to make our strategies more efficient to enter the market without having falls
and being able to position ourselves without so many economic losses.

Characterization of the phases of the life cycle of your product or

service
My product is in the next phase which is the first and most important for me the
introduction to the market since if we enter in an excellent way we can make the views of
the clients turn towards our brand.
Introducing a new product to the market can be a difficult task for a business. No matter
how confident you are in the value of the product or how unique it is, there are still things
to consider before releasing it to the public. Develop a complete strategy for introducing
your new product before putting it on the market.
Know the demographic objective. Define the target audience. A good product is good if
someone wants it.
Determine distribution methods. Determine how to better distribute the product to make
it more profitable.
Immediate sales incentives
Offer sales incentives to staff if you are a retail distributor by launching a new exclusive
product that is sold only in your stores.
A vendor incentive program will keep the new product on their minds and give the launch
of a new item the much-needed push to get off to a good start quickly.
First internal release
Launch the new product to your own people first. An internal release builds excitement
among staff about the new product and will help you understand its importance.
Advertising
Build the anticipation and desire for the product to be available and after the introduction
takes place. This requires advertising. Depending on the product and anticipated public
demand, carefully selected destination advertising may be appropriate.

Definition of applied sales or distribution system.

In the distribution system we will define how I want my product to reach the customer. It is
a complex task due to the different variables that go into the definition of the different
processes and the different sales channels that we want to reach.
Many times it turns out to start with the traditional model (Producer - Retailer - Consumer),
but one of the big problems that we would face, will be dealing with the interests of each
one of them. One solution would be to eliminate the costs of intermediaries and to directly
sell and deliver the products. It doesn't have to be more expensive because it depends on
what kind of strategies we use.
Now as an economic sector, commercial distribution is the link between production centers
and consumption centers, through which the differences between the origins and
destination of products are overcome.
The commercial distribution approximates the supply of the company with its demand,
being the answer of this approach to the commercial intermediaries. The distributors
integrate the merchants, who get to acquire the property of the merchandise that they
resell (wholesalers and retailers); while in the latter it is not so, since they limit themselves
to representing the manufacturer in the sale of their merchandise in exchange for a
variable commission or counterpart on the assembly of the operation.

Definition analysis of the applied strategic platform.

 Mission: to be able to offer better quality products and distribute them in a

short time. The client will be able to acquire excellent quality products at an
excellent price. Benefit customers with our products that reach them through
our effective distribution channels. To dominate the market with a direct
channel that will be linked to an excellent offer.
  Mink: to become a company that dominates the market, bringing our
products in a short time to all our clients, being a company that dominates
the distribution system, dominating a specific channel.

 Corporate values and principles: They are the set of the main values, beliefs
and ethical norms that govern and regulate the life of the company and
constitute the basis of the organizational culture. It is advisable to promote a
limited number of principles to facilitate their assimilation and applicability by
part of all the members of the company. It must be established what is the
set of values around which the organizational life will be constituted. For
example:
SOLIDARITY: The Association will promote the practice of mutual aid between people,
under the principle of the strongest towards the weakest and giving priority to the most
vulnerable population for the application of resources.
EFFICIENCY: The organization seeks that the action of the administration reaches the
best use of the available resources to achieve the established objectives and goals and so
that the benefits to which Social Security entitles are provided in an adequate, timely and
sufficient manner.
PARTICIPATION: The association will always have spaces for community intervention in
the organization, control, management and supervision of its exercise.

 Corporate goals and objectives

Position the business in the market as a leading company in the sale and distribution of
clothing nationwide.
Stand out as a clothing company that offers products of excellent quality and distributed in
the shortest time.
Achieve a good percentage increase in annual sales thanks to effective distribution.
Analyze customer requests
Maintain competitive prices in the market
Develop and maintain an excellent level of distribution.

 Corporate policies:
PURPOSE: To regulate the activities of the operations area, within the guidelines
established in the Strategic Plan, to fulfill the mission and seek to achieve the vision.

 Technical activities should be scheduled in accordance with the

provisions of the area's operating plan and its annual budget.
  The Management and Administration of the telecommunications systems
that are in operation must be 7x24, 365 days a year.
 All the preventive and corrective maintenance work that is planned to be
carried out in the operating systems must be carried out at times of least
impact on the service to our clients.
 A system for checking the status of all the services provided by the
company must be implemented, which allows the real existence of
damage, the nature of the damage and its routing to the respective area
in the shortest possible time, guaranteeing its registration, control and
follow-up to the final solution, on all systems and / or applications that
are operational.
 The necessary mechanisms and the use of the appropriate tools must be
established to allow continuous control and evaluation of the degree of
service and quality levels achieved by telecommunications systems;
which must comply with the indices established in the concession
contract, international standards and service agreements that are agreed
with customers.
 The Administration and Inspection of Contracts must follow the rules
established by the company, ensuring that all contracts are fulfilled within
the defined terms and under the contracted technical specifications.
 The maintenance and improvement plans for telecommunications
systems must be defined and valued at the end of the third quarter of
each year, so that they are included in the budget for the following year.
 The engineering and development of projects in the area must be carried
out based on market and demand studies, which will be provided by the
company's business area. Projects must be submitted at the end of the
third quarter of each year for inclusion in the following year's budget.
 The technical reports on which the acquisition processes and / or
improvement or investment projects are based, must clearly identify the
justifications for the generation of these processes. The omission of this
requirement will make their continuation impossible.

Definition of communication in strategic distribution in sales.

Push strategy: we will use our clients' wishes in our favor, pressuring them to buy our
products guided by offers that will be our products in the warehouse to sell them at a lower
price for the purchase of a new collection product, we will use marketing to make our
clients buy and increase demand and improve distribution to fulfill your orders.
We will carry sales promotions: for example, wear one garment and the second one at half
price. Or coupons to redeem in low season also at half price.
PULL STRATEGY: We already know who to buy our products that are the parents, but the
children are the ones who will feel the need to have the clothes for their designs.
Pull strategies involve the creation of advertising and marketing campaigns aimed at the
consumer and are normally carried out without a predefined period of time. Therefore, it is
common in large companies to use this type of shares.
We can manage the combination with the vos a vos tool that would be developed thanks
to the quality and effectiveness of the distribution of our products.
Advertising would be handled by social networks since they are the places where people
stay for the longest and are constantly looking for products or offers, we would take them
with excellent quality in striking designs that are more visual and not with as much text.

Exhibition strategy description:

The strategy that will be used will be through events, fairs in which customers can approach
and interact with the people in charge to provide them with enough information and to
purchase the products and services of the company Plamus Kids.

Exhibition tactics:
The tactics to use in this job is to promote the product T-shirts for boys through advertising.
Using the different means of communication, also participating in fairs and events. Giving
away discounts (40% and 50%) making customers participate in raffles and prizes with
advertising material.

Preparation of the layout and design of the stand:

In the commercial world, exhibition activities play an important role for companies, because
they are the basis on which their corporate identity, image and positioning will be built.
Through the commercial exhibition, the values, mission, vision of the company can be
successfully established in the potential market, in the internal public. In the external public,
it is used to achieve image, brand, customer loyalty, product promotion or promotion
objectives, to promote certain processes or practices, or even as a business unit in itself.

Consumers will be shown the products in an effective, innovative, interesting, clear way, so
that they feel the need to acquire the products with an excellent presentation of the Stand
and the Layout that reflects the good presentation of the product.

Atmosphere:
For the setting of a stand there will be advertising, promotions. It will focus on commercial
animation as a merchandising technique and as a dynamization formula for the commercial
establishment.

The setting of the stand would be defined as the set of actions aimed at giving dynamism to
the point of sale, in order to favor the increase in sales and the number of customers.

illumination:

Lighting is very important for a good atmosphere in the stand, a white light will be used,
although it is not as bright, but it is perfect for the presentation of the products, having a
suitable contrast for the consumer to see the proposal presented to him.

Diagnosis of the problem under study

In the city of Ibagué, there is a problem in which people are a little fatigued due to
their inconspicuous designs, prices, quality, and they no longer like to leave the
house to buy clothing for their children, since they find the internet more comfortable.
This is due to the excessive clothing brands that seek to get money without even knowing
what people are looking for and therefore everything is full of boring clothes and people have
to buy something that they do not like 100% or prefer imported clothes.

Statement of the study problem

Entrepreneurs sometimes do not know how to reach the market and satisfy it completely, so
they can fall into problems of creativity, quality prices and this leads to the market getting
out of hand leading the competition to take advantage of this.

Customers need excellent quality products to stay with a brand and this leads the company
to growth and employees to desired satisfaction.

The exhibition plan project aims to respond and contribute to the increase in sales in order
to satisfy the brand's need. What are the different brands that exist in the market failing?
The question tells us to know and know the failure of these brands and to be able to solve
them to reach more customers. Know and analyze the impact of the project and all the tools
carried out.

MARKET EVALUATION

The Colombian textile and clothing industry has been a determining factor in the country's
industrial development. She has built a very complex and diversified production chain,
generating an important contribution to economic growth, exports and entrepreneurship for
more than 80 years.

Colombia has large urban concentrations within which the textile industry is located.
Historically, Medellin is the Colombian textile center, but today it only concentrates 50% of
the industry and 33% of the production of garments. Bogota today originates 36% of the
textile supply and 33% of the clothing. Ibagué has developed a prosperous industry and
tends to become the third textile center in the country. the other cities maintain a very
important textile and clothing manufacturing facility, with various levels of specialization,
mainly in the cities of Medellin, Bogota, Cali, Pereira, Barranquilla, Ibagué and
Bucaramanga. 90% of these companies are medium and small, while the remaining 10% is
represented by large industries, mostly maquiladoras dedicated to assembling clothes for
third parties abroad.

DEMAND CALCULATION
According to the calculations, it is determined that the sales volume of the company for the
years in the project horizon are those summarized below in the following table.

Table 2 Units to produce per year.

YEAR Tshirts shirts

2017 34,576 17,144
2018 35,318 20,668
2019 35,671 20,978
 2021 36,206 21,398
2022 36,749 21,826

Clothing is a consumer good for men, women and children, who demand different styles,
shapes, colors and classes that have played with the personality of the people, so it
becomes a product consumed by all of the different market segments at the national level,
concentrated in all the socioeconomic strata of the country.

In relation to the market, the goal of Plamus Kids is to use a virtual and direct marketing
channel nationwide, through the virtual platform specialized in children's clothing lines for
this type of characteristics, the company does not assume product management until the
consumer final, however it can be established by the presentations of the company's
products.

ANALYSIS OF COMPETITION

The children's market in Colombia is constantly growing. According to the Inexmoda -

Raddar Fashion Observatory, it went from $ 1.4 billion in sales in 2016 to $ 1.5 billion in
2017, being the third largest in the fashion sector, behind women's clothing and underwear.

Of this figure, about $ 300,000 million correspond to the 0 to 4 year segment. The daily birth
of children, as well as the permanent rotation in the wardrobe, due to its rapid growth, make
the baby clothing segment one of the most dynamic, registering average annual growth of
9%.

According to Euromonitor International figures, this segment is led by Offcorss with a 12.4%
market share; followed by Baby Fresh with 9.9%. EPK is third with 8.2%. They are followed
by Coqui (children's brand of Almacenes Éxito), Adidas Kids and Zara Kids.

The leaders

The leading brand in the category is Offcorss, owned by CI Hermeco, whose sales in 2017
reached $ 235.49 billion with a growth of 6.5%. The brand will close the year with a
distribution network of 112 stores in Colombia and 480 corners in chain stores and
supermarkets. Internationally, it has a presence in Mexico and Central America. It also
reaches Ecuador and the United States through an online sales platform and Amazon.
The second place is occupied by EPK owned by the Tcherassi-Janna group, whose income
the previous year reached $ 157,170 million with a growth of 1.7% in its 70 stores, managing
to market approximately 7 million garments throughout the country.

The third place is occupied by the MIC brand, represented by CI Maquila Internacional de
Confecciones y Estrategia Comercial de Colombia, whose accumulated sales reached $
116,555 million with a growth of 10.1% in its 81 points of sale.

Another of the major competitors for Baby Fresh children's clothing, owned by the Crystal
Group, which has 40 sales points, with operations in other Latin American countries such as
Guatemala, the Dominican Republic and Costa Rica.

Colombia has other local companies that also seek to consolidate their presence in the
country and thus gain positions in the market. Polito reached $ 19,225 million in sales at its
33 sales points, followed by Nauty Blue and Travesuras.

The menswear giant Arturo Calle opted for the children's market in 2014, when it launched
its AC Kids brand, specialized in clothing for children from three to ten years old. In its three
years of operation, the brand already operates with a dozen stores located in the cities of
Bogotá, Cali and Neiva, among others.

At the international brand level, companies such as the Spanish Pilli Carrera and the French
ZKids and Du Pareil Au Meme are currently in the country, which are competing for the
market for national brands.

Carter's the world leader

It is the largest company in the world and an obligatory reference in this sector. At the end
of last year, this US company billed more than 3,000 million dollars, 6.2 percent more than
in 2015. And if the business in the north of the continent is very profitable, in Colombia for
more than ten years, with the With the arrival of more than four companies dedicated to
children's fashion, this category registers an annual growth of 9 percent.

Analysis of the prices, costs and offers of the competition.

While market demand could set a ceiling and the firm's costs a ceiling for pricing,
competitors' costs, prices, and possible reactions help the firm identify where its costs could
be set. The company can send comparison buyers to reset the price and evaluate competitor
offers. You can buy price lists from competitors and buy their product and dismantle it. You
can ask buyers how they perceive the price and quality of each competitor's offer.

Since the company is aware of competitors' prices and offers, it can use them as a point of
guidance for its own pricing. However, the company must be aware that competitors may
change their prices in response to the company's price. Basically, the company will use the
price to place its offer inch by inch with that of its competitors.

Selection of the method to set the price.

(the consumer demand schedule, cost function, and competitor prices), the company is now
ready to set a price. The price will fall somewhere between one that is too low to generate
a profit and one that is too high to not produce any demand.

Companies resolve the pricing aspect by selecting a method that includes one or more of
these three considerations:

higher pricing

The most basic method is to add a stardar premium to the cost of the product. Any method
that ignores current demand, perceived value, and competition is unlikely to arrive at the
optimal price. Setting higher prices works only if the optimal price is reached. Setting the
highest price works only if that price actually provides the expected level of sales.

Companies introducing a new product often rate it very high in hopes of recouping their costs
as soon as possible. But a high overpricing strategy could be fatal if a competitor offers a
very low price.

Higher pricing is still popular for a number of reasons. First, sellers are more certain about
costs than about demand. Second, where all companies in an industry use this method,
prices tend to be similar. Third, many people think that cost pricing is fairer for both buyers
and sellers.
Pricing based on perceived value
An increasing number of companies see buyers' perceptions of value, not cost to the seller,
as the key factor in pricing. They use non-price variables in the business combination to
create the perceived value.

Pricing based on perceived value is well suited to product placement thinking. Even a
company develops a product concept for a particular target market with planned quality and
price. Management then estimates the volume they expect to sell at that price. The estimate
indicates the plant's capacity, investment, and required unit costs. Management then
considers whether the product will generate a satisfactory profit at the planned price and
cost.

Sometimes this operation is called pricing based on the value of the components. The
customer may end up finding out some, but not all of the added values. The key to pricing
based on perceived value is to accurately determine market and supply perception. Sellers
with an inflated outlook on their offer value will overvalue their product. Sellers with an
underrated prospect will charge less than they could. Market research is required to
determine market perception of value as a guide to effective pricing.

PRICE SETTING FOR THE INTERNATIONAL MARKET

For our company Plamus Kids to be able to set international prices for our products we have
to take into account many factors; economic conditions of the country, competitive
situations, laws and regulations, etc.

Society and therefore the perceptions and preferences on some products vary from country
to country, which requires different prices. In addition, an extra question is the different
marketing objectives that the company may have in these countries. However, the main
question that suggests changing these prices is based on costs; for additional transportation
costs, import taxes, costs associated with fluctuations in currency exchange rates, product
distribution, etc.
INTERNATIONAL PRICE STRATEGY

Objectives of international pricing

The price objectives that a company sets in foreign markets are conditioned by:

 Company orientation.
 Stage of the internationalization process.
 Product life cycle stage.
 Financial goals.
 Government regulations.
 Competitive market situation.
 Customer expectations.

In pricing there are four possible approaches:

1. Trial of the market.

2. Penetration prices.
3. Market maintenance.
4. Valuation at full cost.

PLAMUS KIDS carried out a general survey to find out international export prices to the
United States and importers in Latin America and the Caribbean. 36 according to Traedme
data, the export prices of the country with the highest participation are shown below:

2018 2019 2020

USES 17,218 18,179 18,255

On average, the USA exports 16,806 USD / Ton.

As for the countries of Latin America and according to data on import prices with the highest
participation in Latin America and the Caribbean of tariff heading 640350 which corresponds
to "the other clothing brands" are Panama. The annual average prices per ton from 2016 to
2019 are shown below.
What are the functions of strategic marketing?

In this sense, the main function of strategic marketing is to achieve the marketing objectives
in the most optimal way, that is, with the best relationship between investment made and
results obtained. And for this, strategic marketing fulfills other important functions, such as:

Analyze the company itself, its product, design, life cycle, distribution, promotion,
communication, manufacturing process, people involved, etc.

 Analyze the current and potential target audience, potentially plausible

market segments and children, consumer habits and trends ...
 Analyze the competition, its products, its advantages ...
 Observe the evolution of demand and the birth of new needs.
 Create a competitive advantage for the company.
 Define the weaknesses, threats, strengths and opportunities of the
company.
 Determine the strategy to follow to achieve the objectives.

Other marketing strategies

Product portfolio strategy:The profitability and potential of each product is analyzed,

decisions can be made regarding the products / services that we are going to offer. This will
help us find the ideal catalog to achieve the growth that our business requires.

Brand positioning strategy:It consists of focusing on the branding of our business, trying
to occupy the best position in the consumer's mind with respect to our competition. The most
important thing, in this sense, is to identify the values that our typical client appreciates and
try to maximize it in our business.

Market segmentation strategy: Divide your market into small segments of consumers with
specific needs in order to offer them something specially adapted to them that will
differentiate you from the competition.
DEFINITION OF TECHNIQUES.

AIDDA sales techniques

It is an acronym made up of the concepts and the five phases that its creator, Elías St Elmo
Lewis, considered fundamental for sales in the year 1898:

Attention: It must be the best for our clients

Interest: interestingly offer the service and make you feel

Demonstration: Show them some satisfied customers and the service we offer, the legality
of Plamus kids

Offer added value

The competition is so wide, that's why offering something extra can be the guarantee.
Having the best price on the market may be an option.

The sale site

The site where you will develop the site where we offer the product, the facilities and the
attention Plamus kids must be kept up to date.

It is essential that you keep your website updated, with new photographs or new offers. That
builds trust among the clientele.

Give out

It will be key that you look for the way to have the best position in Internet search engines
such as Google or Bing.

Market study

As in traditional commerce, in e-commerce you will also need to carry out an investigation
of your internet market to ensure that your target audience is connected to the network.
DEFINITION OF MANAGEMENT INDICATORS (PRODUCT, PRICE,
DISTRIBUTION AND ADVERTISING)

There are four decisions that are significant in marketing: product, price, distribution, and
advertising. These four elements make a substantial part of the marketing strategy.

Product:
A product is a set of tangible and intangible attributes that include elements such as
packaging, brand, design, guarantee, support, functionality, quality, accessories, service,
and that satisfy the wishes and needs of the customer. Being this satisfaction the factor most
evaluated by consumers, as Lina Echeverri37 points out "people do not buy products, but
rather buy the benefits they generate". By knowing better the product strategy, better market
programs can be understood and designed.

Price:
The price is considered an amount of money, good and / or service that equals it, fixed for
the acquisition of a product or service and its benefits. The price has great relevance in
different social components such as the economy, companies and the minds of consumers.

Distribution:
Distribution, better known in the marketing mix as the plaza is the strategy that seeks to
connect the producer (supply) with the market (demand), this distribution is given by different
figures such as agents, intermediaries, marketers and resellers among others. These
distribution channels as they are also known have benefits according to the strategy and the
type of product or service offered, some of them are: - Streamlined product delivery - Support
in marketing and physical distribution - Better management of information and
communication between company and customer - Support in inventory and storage
management.

Advertising:
Advertising is a mode of persuasion that aims to attract the attention of potential and real
customers to the benefits offered by a good or service.

In this order of ideas when an advertising campaign for a product or service is carried out, it
must transmit its superiority over its competitors, it must impact and create references that
make them always be in the first place of the top of mind of consumers. To develop an
advertising plan, the following must be taken into account:

a) Define the objectives and determine the target audience;

b) Establish a media plan;
c) Structure the message
d) Design the advertising campaign;
e) Estimate the budget.

STEPS FOR THE GENERATION OF NEW PRODUCTS

Generation of ideas
In the idea generation phase it is about getting ideas through various sources. Depending
on the new product we want to create, always to cover an observed need; This process can
be more or less complex. However, there are many products that once devised, thought or
created, generally individually or in small work teams.

Selection of ideas
This phase is more about evaluating which ideas are interesting and which are not. Not
always the first impressions, or subjective impressions, are what the market is going to see
motivated; reason why it is necessary to discard ideas.

Product concept development

For the development of the new product, the detailed description of the chosen idea will be
applied. The new product begins to have attributes and you should keep thinking about them
before launching it on the market, who will feel confused if the details have not been polished
and, above all, their needs are met. In addition, it will be possible to give way to the
competition to quickly improve errors, losing the first its position as market leader, with a
difficult top of mind and positioning in the market.

Marketing strategies
In this phase, aspects related to the product such as the market, positioning, market share
and expected sales will be considered. Also the prices, the distribution channels and the
promotion that we are going to apply to the product. Although the market was already taken
into account in the previous phases, now it will go deeper into the different audiences and
will begin to determine what the target buyer or user will be.
Economic analysis
For this phase we are going to deal with the issue of money. The investment, costs, income,
etc. For this we must carry out a quantitative study to determine future income and costs of
the new product as well. It will be necessary to have extreme attention since the new product
concepts that overcome this phase will become products.

Product development
For the development of our new product the prototype is made and iterations of possible
designs are created that will lead to the final product.

Product test
To carry out the test development, the product will be given to consumers for testing using
free samples. The purpose of this phase is to receive impressions, obtain suggestions, know
what they think about the new product and see if they meet the needs we want to cover;
since otherwise we would never have sales since the needs are covered; are not created.
With this we will finally develop the product.

Market test
In this penultimate stage the product is marketed on a reduced scale. It is a test or evaluation
phase, in which it will be observed whether price, presentation and product should undergo
any modification.

Production capacity
Here you see and measure the ability to achieve projected sales volumes and unit costs,
conformance to specifications, and other quality measures. However, recently, and from the
perspective of design driven innovation, contributions have been made to the management
of innovation and the process of developing new products, from the first stage of idea
generation to its implementation in the market. These contributions to innovation have been
divided into the categories of design, research design, design management, and design
leadership. All these categories offer a series of activities, tools, methods and processes
that complement the innovation management process:

 Design Management:
It is considered reactive, because it mainly manages the resources, time, people and money
necessary for design activities in the company.

 Leadership in Design:
He is considered proactive in setting the agenda of a company using design to have a
competitive advantage and foreseeing the future.
  Design Thought:
It acts as a bridge between the reactive and proactive notions, establishing a culture of
design in the company.

 Design of the investigation:

It provides a detailed view of the (latent) needs of the customer through the use of
ethnographic research or investigation of the context in which the products or services are
used.

PRODUCT MIXING STRATEGIES

The strategies to be addressed will be based on the differentiation of our product through
the price, innovative size and brand in relation to the characteristics of competing
products. The Marketing campaign will last 3 months (from October to December 2019).
The Strategies will be divided into 3 stages:

 The company's strategy in the first month (October) will consist of the
introduction of the new product on social networks and the new product will
be made known to our target audience through different advertising means.

 The company's strategy in the following months will consist of achieving

continuous growth in sales and positioning of this, through the
implementation of tastings at the point of sale, reinforcing in advertising
actions.

 To conclude, the company's strategy in the remaining 2 months will consist of

establishing the new product in the Plamus Kids product line, as the leading
brand in the ready-to-eat pizza market, achieving a share in total sales 25%.
In order to capture 25% of market sales, different promotional actions will be
carried out at the Point of Sale and in association with leading brands in the
market, related to our products.

Tactical Planning
The design will guide us throughout the campaign in order to achieve the stated objectives
and carry out the controls and corrections that are deemed necessary. Next, we proceed
to detail the tactical procedures that will be implemented in relation to: Brand, Product,
Distribution, Price and Communication and Promotion Policies.

 Brand. The brand design known as Plamus Kids will be used based on a logo
designed for children, the brand will be recognized on social networks and will
be able to enter the market competition.

 Product. The product will consist of making children's clothing, from sizes 2
years to 12 years.

 Distribution. Distribution will be one of the strengths of the plan, since Plamus
Kids has its own distribution system, considered to be the most traditional,
such as HOME SERVICE, allowing orders to be distributed more effectively
and in the shortest possible time.

 Price Strategy. As a main strategy, 2x1 promotions apply on special dates

and events, and regarding the Competition, our client will obtain added values
to the product and service, such as fast delivery and personalized attention.
Having previously considered the final consumer prices of competing
companies, we conclude that the best price that meets our objectives will be
$ 25,000 including VAT.

 The determination of the price arises from the following analysis

Cost of raw material per unit of fabric: $ 5,000

Clothing cost: $ 1,200.00
Stamped cost $ 1,000.00
Various cost $ 1,100.00
TOTAL, PRODUCTION COSTS $ 8,300.00
Representing a profit of $ 16,700 per product, which meets our expectations.
The price of the product was set in such a way as to attract the largest number of
consumers.
In this way a successful inclusion in the market is achieved.
It is worth remembering that consumers have a higher average price than that planned by
our company and their products are of a lower quality. Through this pricing strategy, it is
hoped to attract as many consumers as possible and attract them to be seduced by the
low price, product characteristics and unbeatable quality.

MARKETING TESTS

For our product we could use various market tests such as:

1. A small sales stand could be established strategically located according to

our target audience, where we sell the new product, and observe the
reception it has from the public; at the same time, that we measure the
 purchases made in the day to, based on this, forecast the sales that we could
obtain by having several points of sale helping us from social networks.

2. Establish a promotions stand where we try the new product, and observe
the public's acceptance and reaction to it; at the same time that we consult
you for your impressions or opinions.

3. Convene a group of people and give them a try or make them experiment with
the new product, observe their reactions and behaviors towards it, and then
ask for their impressions or opinions, and ask for their suggestions.

4. If we want to determine what price to put on a new product, we can introduce

the product in two similar sales points but located in distant places, and with
two different prices, so that, in this way, we can evaluate the effect on sales
of each one of the prices and thus know which is the most convenient. When
doing a market test to evaluate the acceptance of a new product, we must
bear in mind that, if the new product can be easily copied, competitors could
quickly copy our idea, and introduce the new product to the market before us.
The main advantage of using the market test technique is that it allows us to
obtain accurate information about people's reactions or behavior towards a
certain product, service, idea or advertisement;
EXHIBITION PLAN EVALUATION TECHNIQUES
Organization of the assortment according to market trendsToday the exhibition seeks to be
a complete visual, functional and emotional communication program for a product at the
point of sale. The most important thing: to turn the purchase into a true experience, that
generates an unforgettable moment for the client and that this results in sales and

profitability for the company.

The exhibition of our products is the conversion of the characteristics and benefits for the
client. A good exhibition must consolidate the brands that are in the same category as the
others. Exhibition techniques seek to present the product in locations, forms and
arrangements that generate attraction. Therefore, the area of the point of sale in which it is
exhibited, the place that the product has in the gondola, the height in which it was located,
the forms of opilation in which it is presented and the graphic and physical accessories
(display, displays, etc.) that are assembled, determine the greater or lesser sale that the
product will have. A good exhibition must avoid the disadvantageous comparison with the
competition, placing in the center of our block the own brands that must be protected. A
good display must be accompanied by the corresponding POP material, without reloading
the gondola. Particularly recommended are the straps, and price cards.

Objective of the exhibition

 Bring customer attention to the product.
 Promote customer loyalty to the business.
 Offer the product.
 Provoke the act of purchase.
The exhibition of products is simply to give the viewer a visual sample of the brand without
it entailing a buying and selling process, although merchandising is almost always after the
exhibition.
Consequence of the above, is the appearance of replenishers or repostares, who are people
in charge of always maintaining the exhibition shelves with products in impeccable condition.
In fact, each point of sale is divided into known and proven “new collection and promotions”
areas, according to the levels of public circulation and the level of attention they have. If we
add to this the promotional techniques, suggestions and personal explanations, offers of
larger quantities or associated products, advertising gifts, the presence of beautiful
promoters, prize draws, etc., it will be very difficult for the consumer to escape the
temptation.
For these reasons, it is important to know and master these techniques, since otherwise a
wide space is given to the competition. The facade is the external image of the
establishment. The store front should be designed with the clear intention of positioning the
brand. It is the great showcase that should strengthen the identity of the business and
motivate visitors to visit the interior space.

RECOMMENDATIONS

Promote the variety of new products in Ibagué in the medium term in order to analyze the
possibility of creating a competitive advantage, taking into account socio-economic
variables as well as external and internal factors to make beneficial decisions for the
company and that focus on improving the quality of life of their owners and workers.
Based on the projection of the income to be obtained according to the sales of T-shirts and
following this strategic plan design, the decision must be made to further expand the
product line to better serve its current customers.

Commercial campaign diffusion

Name of the event

FASHION COLOMBIA

REQUIREMENTS
 Specify the event coordinators, the type and size of the stand,
 the location we need, in measurements and capacities.
 Corporate image (brand, images, message, logos, banners,
 theme or objectives)
 The products to display
 decorative elements and furniture.
 make pre-sale promotions such as. (personal invitations,
  direct mail, magazine, newspaper and radio ads.
 promotion during the event: flyers, brochures, gifts, samples
 free etc.
 direct sale with offers
 music and / or videos

Event Protocol
Protocols before the event

 Establish the place and time when the event will take place
 Know the audience that will attend since your invitation or notification will
have been sent one month in advance.
 Design an event presentation program to keep order.
 Know the place where the product will be presented, such as what services
there are, the security personnel there are, general information sites, etc.

Protocol During the Event

 Check that everything is in order according to the agenda of the event.
 Distribute the work among those in charge of the event.
 Have an adequate personal presentation.
 Have a good availability and attention with the guests.
 Express yourself clearly and concretely.
 Position yourself at the entrance of the stand to cordially receive people
 invited.
 Have ready the products to offer and the tastings.

Protocol at the End of the Event

 Make a public record with the conclusions of the event, since these are
 They will send all participants.
 Send thank you notes for participating in the event.
 Carry out surveys to know if the proposed objectives have been achieved.
Design the Outreach Campaign
 It will be promoted through social networks such as Facebook, Twitter,
 Instagram.
 Invitations via email, to established clients.
 Voice to voice.
 MUSG
 Folding

CELEBRATION OF A COMMERCIAL CONTRACT

For Plamus kids, the code of ethics solves the ethical dilemmas that arise during the course
of its commercial activity and provides the necessary criteria for correct decision-making, as
well as the principles and standards that our collaborators and employees must observe.
At Plamus kids there are certain ethics that refer to the honesty and transparency that must
prevail in the acts and relationships of the company with its potential customers and society
in general, as well as the quality of the items that our company markets, in addition to
Corporate responsibility is the primary instrument for your contribution to caring for the
environment.
Ethics is for Plamus kids, a responsibility for the common and social good of our country, as
well as a commitment to respect with all the people who intervene in its business
development, such as its owners, clients, collaborators and employees.

CORPORATE VALUES IN NEGOTIATIONS

In all our operations we pursue the protection of the environment and seek to contribute to
the formation of social awareness and commitment to caring for the planet.
Profits and Growth: We seek to meet the expectations of customers, employees and owners.
Owners: We continually strive to increase our corporate value.
International Focus: We operate nationally, but from an international perspective.
Employees: We support the individual growth of our employees based on respect and
diversity.
customers: We seek to be valued and appreciated by our clients based on their trust in our
company.
In Business: We seek to build lasting and beneficial business relationships for both parties.
Technology: Our business is fundamentally technological considering that we market T-
shirts online and physically, so we seek to create added value through innovation in our
products and on our portal.
Quality: We aim to earn a reputation with our clients as a reliable company, thanks to the
commercialization of products with high quality standards, at Plamus kids we take quality
seriously and as a fundamental pillar of our business activities, by "quality" we understand
that products meet our own specifications and the plus that our potential customers seek.

CORPORATE VALUES IN NEGOTIATIONS

In all our operations we pursue the protection of the environment and seek to contribute to
the formation of social awareness and commitment to caring for the planet.
Profits and Growth: We seek to meet the expectations of customers, employees and owners.
Owners: We continually strive to increase our corporate value.
International Focus: We operate nationally, but from an international perspective.
Employees: We support the individual growth of our employees based on respect and
diversity.
customers: We seek to be valued and appreciated by our clients based on their trust in our
company.
In Business: We seek to build lasting and beneficial business relationships for both parties.
Technology: Our business is fundamentally technological considering that we market T-
shirts online and physically, so we seek to create added value through innovation in our
products and on our portal.
Quality: We aim to earn a reputation with our clients as a reliable company, thanks to the
commercialization of products with high quality standards, at Plamus kids we take quality
seriously and as a fundamental pillar of our business activities, by "quality" we understand
that products meet our own specifications and the plus that our potential customers seek.
 COMMERCIAL CONTRACT

matricula ____25645475__ located in the city of __IBAGUE_ address ________CRA 5 NO 30 - 25

_________________________ activity____ CLOTHING SALE________. SECOND. - The price of the
commercial establishment that is transferred as a sale is the sum of $ __ $ 20,000,000 _____, which
the seller declares to have received from the buyer's satisfaction. THIRD.- The seller declares that
the sale of the commercial establishment is made as an economic unit and that it is free of
embargoes, leases, non-tenancy items and any other limitation on the seller's right to control.
FOURTH.- The obligations that derived from this contract will become enforceable, in case of default
by any of the contracting parties, in the city of ____IBAGUE____________,

SELLER BUYER

Signature: __________________________ Name: ________________________

DC

Signature: __________________________ Name: _________________________

DC

THE DOCUMENT MUST BE RECOGNIZED AND WITH AUTHENTICATED SIGNATURE BEFORE A

NOTARY OR MAKE A PERSONAL PRESENTATION BEFORE THE CHAMBER OF COMMERCE, WITH
ORIGINAL DOCUMENT OF IDENTIFICATION.

Inform marketing plan

OVERALL OBJECTIVE
Design a marketing plan to increase sales, based on the company's strategic plan,
establishing the customer's profile, price, quality, delivery time, level of satisfaction, so that
the customer benefits from the purchase advantages of with the company.

SPECIFIC OBJECTIVES
 Carry out a study of the client, in aspects such as personality, purchasing
behaviors and conduct to know what to face in the negotiation process.
 Identify the characteristics of the product to determine the potential customer,
the form of negotiation and the distribution channel.
 Develop a good communication strategy that allows you to interact and
respond appropriately to customer needs.
 Having established sales techniques, either AIDA or SPIN techniques.
 Organize sales teams by geographic areas, by products, by customers or it
can be mixed to meet the needs of customers.
 Know and use the sales methods and the different tools that allow you to
communicate, and offer the product or customer service.
 Quantify the volume of sales made to the current or potential customer, and
verify the characteristics of the purchase and compliance with the Sales Plan.
 Be constantly monitoring the purchasing behavior according to internal and
external factors.
 Monitor the behavior of product sales, to determine what has been the
reaction of consumers to the attributes and characteristics of the product or
service offered.
 Carry out an evaluation of the attributes of the products or services offered by
the company and also those of the competition in order to devise marketing
strategies.
 Carry out an internal control of the quality management system of the offered
product.
 Assess the competence of sales staff.
 Give knowledge of the product to as many consumers as possible, taking into
account the limits established in the image strategy and the target audience.
 Determine what logistical, financial, human and administrative capacity our
company possesses and, accordingly, determine what we can and cannot
offer.
 Establish what our distribution policies will be taking into account the factors
such as the buyer, the particularities of the product, the recurrence of
purchase, the means of distribution and the business objectives.
 Determine what type of distribution will benefit the company the most when it
comes to selling our product or service in the market.
 Establish what will be the fastest and easiest way to offer the product or
service according to Distribution and E-Commerce.
PRODUCT SALES PLAN
This Marketing Plan is a report that compiles the analysis of the current situation of the
company Plamus kids to identify where it should go; The goals of the company are
determined and the marketing strategies to be used to fulfill the objectives identified in the
sales plan are exposed, where some aspects must be taken into account, which are
disclosed below:

SALES MONITORING PLAN

Purchase behavior monitoring
The sales objectives of the company must be reflected in writing in a document, as well as
the sales quotas of each seller, thus achieving that sellers focus their efforts on meeting the
objectives and thus it is easier to obtain the desired sales . (number of sellers, sales areas,
hierarchy, incentives, etc.), for which it must be evaluated taking into account the following:

 Nº of sales by periods: monitoring of the transactions that have been carried

out in different periods (months, quarters, semesters ...).

 Effectiveness of each seller: control over the amount of sales each seller has
made, as well as the number of clients or potential clients that he has
achieved.
 Sales forecast: statistics or data on the number of transactions that each
commercial plans to close.
 Visits planned by the sellers: calendar with the visits that each of the
commercial sellers has to make.