PACKAGING PROPOSAL FOR THE AMBIDIESTRO BRAND

STUDENTS:
LUIS ALFREDO RUIZ VILLEGAS
CARLOS EDUARDO FUENTES

INSTRUCTOR
JOSE GREGORIO RAMIREZ

SERVICIO NACIONAL DE APRENDIZAJE SENA

MARKET MANAGEMENT TECHNOLOGY TAB 2104722
VIRTUAL MODALITY
TOLIMA REGIONAL TRADE AND SERVICES CENTER
AUGUST 2020
 CONTENT TABLE

1. PRODUCT IDENTIFICATION..................................................................................... 3
2. MARKET SEGMENT ................................................................................................... 3
3. MAIN PRODUCT TITLE FEATURES: ....................................................................... 5
3.1 Good consumption ........................................................................................................ 5
3.2 Design ........................................................................................................................... 5
4. PACKAGE DESIGN PROPOSAL ................................................................................ 5
5. Label: .............................................................................................................................. 6
6. Logo: ............................................................................................................................... 7
7. NORMATIVITY THAT APPLIES TO SUGGESTED PACKAGING ........................ 8
8. ARGUMENTS WHY YOU MAKE THE PROPOSAL ................................................ 9
9. STRATEGIC PLAN ....................................................................................................... 9
10. APPROACHING THE PROBLEM ........................................................................... 9
11. ESTIMATED DEMAND ......................................................................................... 10
12. MARKET SEGMENTATION ................................................................................. 10
13. DISTRIBUTION CHANNELS ................................................................................ 11
14. ADVERTISING TOOLS: ........................................................................................ 11
14.1 Web Advertising: ...................................................................................................... 11
14.2 Social networks: ....................................................................................................... 11
14.3 Email marketing ....................................................................................................... 11
15. PROMOTION ESTRATEGIES ............................................................................... 12
Conclusion ............................................................................................................................ 13
 1. PRODUCT IDENTIFICATION

Ambidiestro develops modern designs that make a difference, with a variety of colors, carries
on the market more than 5 years of experience and has launched for sale on average 15
different collections, some designed by its creative team and others in collaborations with
other ventures of the city and has been characterized by its exclusive prints, strong colors and
geometric cuts that have been the flag of its designs.

2. MARKET SEGMENT

Ambidextrous products are designed for men, it is a product that we can get in multi-brand
stores and digital spaces.
The criteria defined by the brand are faithfully marked by the databases of our buyers, we
have studied in detail the behavior of each of them which allowed us to know them more
thoroughly and define our ideal client who always wants to be well dressed on any occasion
or commitment to his social or family circle.

GEOGRAPHIC CRITERIA
SEGMENTATION
EXAMPLES OF MARKET SEGMENTS
VARIABLEÓN
City Valledupar
Thermal zone Warm
Region Caribbean

DEMOGRAPHIC CRITERIA
SEGMENTATION
EXAMPLES OF MARKET SEGMENTS
VARIABLEÓN
Age 18 to 35 years old
Gender Male
Social class Stratum 2 to 4
Occupation Students, employees, entrepreneurs
 PSYCHOGRAPHIC CRITERIA
SEGMENTATION
EXAMPLES OF MARKET SEGMENTS
VARIABLEÓN
Lifestyle Frequent, healthy travelers.
Motivations Look good in each of the facets of your daily living.
Attitudes Extroverts, creative, autonomous, altruistic.
Likes, preferences Fashion, music, exercise, party, travel, sunny days.

CONDUCTUAL CRITERIA
SEGMENTATION
EXAMPLES OF MARKET SEGMENTS
VARIABLEÓN
Purchase frequency The frequency of purchase of our product will always
depend on the lifestyle of each of our customers, it is
possible that their purchases may be weekly,
fortnightly or monthly depending on the number of
events presented in the social circle to which they
belong and the city in which they live.
Brand loyalty With the launch of monthly capsules we look for our
customers to always have a new product to purchase,
which will allow us to create the need to buy.
Rate of use of the product Our product can be used:
• Beach trips
• Pool parties
• Sunny days
• Family walks and friends
• To be well dressed and comfortable on weekend
afternoons
 Purchase amount It depends on the purchasing power of the customer
and the taste he has for the product.

3. MAIN PRODUCT TITLE FEATURES:

Trousers made of antifluid, printed with arts designed by our creative team, detailed with
high quality inputs such as laces, lace terminals and marquilla stamped with textile cutting
vinyl that guarantees durability and a clean print.

3.1 Good consumption

It is a product that for its high quality in manufacture and in the fabrics used has a lot of
durability.

3.2 Design
We have launched a single type of pantalanonetas with a wide range of prints, if ben one of
our pillars is the durability we try to design prints that are increasingly attractive so that our
customers can more frequently acquire the product.

4. PACKAGE DESIGN PROPOSAL

MARK: Ambidestro
PACKAGE: Thinking of CSR (Corporate Social Responsibility) strategies, our brand
proposes to develop its packaging from tarped ties, these tardes or banners are very little
reused materials by society, they are composed of 100% plastic, since it has a fabric
composition covered between 60 to 70% PVC and polyester fibers which makes it a non-
biodegradable material being thus a great pollutant for the environment, additionally in its
decomposition process originates a strong production of methane, this gas is more harmful
than carbon dioxide.
Our purpose is to reduce the impact of this type of waste on the environment by a
considerable amount.

5. Label:
The printed label 300gr fopalcote paper, 4x0 inks and reserve with uv gloss on sheets and
logo on the front.
• Logo
• Washing instructions
• Company that manufactures it
• Barcode
• Price

6. Logo:
7. NORMATIVITY THAT APPLIES TO SUGGESTED

PACKAGING
 8. ARGUMENTS WHY YOU MAKE THE PROPOSAL

Ambidestro in its effort to develop CSR strategies that allow the brand to be visible by
concrete actions for the environment proposes the production of reusable bags with tarp or
advertising banners discarded. These bags will be very useful to our customers since the
national government in 2016 issued Law 668 of April 28, which regulates the rational use
of plastic bags. The measure began to be implemented from 2017 and since then there have
been progress in reducing consumption in supermarkets and common system
establishments.

9. STRATEGIC PLAN

Our brand needs to be revived in the market with its regular customers and gain space with
our customers, this bet will allow to reach new prospects all young people concerned with
the care of the environment, a trend that takes on more and more strength in the midst of a
crisis that teaches us to self-cover and respect nature.
Our product will remain the same but the philosophy of the brand will change to be more
environmentalist, our studies have defined that this path will allow us to fulfill the onbetives
of positioning of the brand.

10. APPROACHING THE PROBLEM

In Colombia there are a large number of clothing stores and large franchises that produce
and market high quality pantalonets customers feel good about wearing branded clothing
either for quality, comfort or to identify themselves in a social status, but in terms of
functionality it is not so easy to get the right dress for different occasions, it is difficult to get
affordable pantalones with a variety of styles and colors in one place.
In the different warehouses are obtained in their vast majority sports pants of many brands
or in a range of colors not very variable; but people who need them for different activities
do not identify with them, look for different alternatives since the amount of comfortable
men's clothing is limited.

Given the above situation customers are looking for different alternatives such as online
shopping or specific stores where they find a small number of options to buy, and with the
growing demand for clothing it is necessary to give variety in pantalontas both for basic
physical activities, as well as for more complex activities in the required activities, in this
way we seek to reduce the extensive search of the consumer when looking for clothes
comfortably in a comfortable way and with various colors, designs or prints.

11. ESTIMATED DEMAND

Customers or consumers who use this product are men of an average age between the ages
of 15 and 35, but women are a potential mercdo for ambidextrous as they usually buy to give
away. On the Atlantic coast as in places with high temperatures it is a garment widely used
throughout the year. Acquisition capacity is high because they are affordable prices and their
frequency will depend on demand.

12. MARKET SEGMENTATION

Our product is designed for men between 15 and 35 years old, but can be purchased by the
community at large, women looking for a lot of gifts for their partners, children and friends
and ambidextrous is a good choice for it.
 13. DISTRIBUTION CHANNELS

14. ADVERTISING TOOLS:

14.1 Web Advertising:
MarketPlace
LandingPage
Web positioning tools
Webinars

14.2 Social networks:

Facebook
Instagram
Pinterest
YouTube

14.3 Email marketing

 15. PROMOTION ESTRATEGIES

As the first stage of our promotion we will develop a complete communications plan in which
we will use the most important media in the city of valledupar therei we will publicize our
CSR program to the public, generate positive news for news and ensigned press. For our
relaunch we will make use of public randomizing tools that allow people and influencers to
start our brand conversations on social networks and generate a positive reputation, we will
send each of the chosen characters one of our bags with the product for them to replicate the
information is their platforms. After this we will launch our loyalty program #ambfriends
that will allow our customers to access staggered discounts depending on the frequency of
their purchases registered at the points of sale.
 Conclusion

The strategies to be developed to define the packaging for a brand goes much beyond just
choosing it for its beauty or not, it is important to propose ways that allow the packaging to
tell a story and connect with the philosophy of the brand, to the momemnto of knowing a
brand customers fall in love with what is behind and that is the way in which we will achieve
a successful relaunch of ambidextrous.