PLANTILLA DE

BRIEFING
MARCA TOTTO

DURLEY ENAMORADO
LUISA ARCE
Company name Nalsani S.A.S
Durley Enamorado – Luisa Arce
Responsible name
8393244 -3146857668
Telephone

Email Somostotto@hotmail.com

Direction

GENERAL INFORMATION

Brand / Brands TOTTO

Products or Services We are a leading fashion multinational in Latin America that

offers the most sophisticated variety and technology in
briefcases, backpacks, backpacks and handbags.

Totto is present in Latin America in countries such as Colombia,

Geographic Scope Mexico, Venezuela, Chile, Perú, Puerto Rico, Guatemala, Panamá,
El Salvador, Paraguay and Ecuador, among other countries.
Recently, the company raised the blind on a new establishment
in the Mall Plaza Oeste shopping center in Los Cerillos.
More than 3,000 people directly and about 7,000 in all its
Nº workers distribution channels.
30 years of experience
Years of experience in the
market
To be the leading organization in the development, production
Mission (work in the and commercialization of excellent quality products, within a
market) global market, strengthening our Totto brand and promoting the
integral development of our personnel, clients, suppliers,
collaborators and shareholders, achieving growth, profitability
and solidity. , with social responsibility.
To be the global brand most desired by urban travelers.
Vision (goals to achieve)

Innovation: we apply recursiveness to the fulfillment of our

Values (ethical principles) objectives, looking for new and better ways of doing things.

Loyalty: we are committed to our clients, collaborators, investors

and the country.

Honesty: we are upright, consistent and fair between what we

think, do, say and feel, framed by the laws of our society.

Responsibility: we fulfill our obligations with excellence from the

beginning and make correct use of resources.

Humility: we are respectful, kind, cordial and cooperative.

Constancy: we are firm, persevering and resourceful in our

actions.
 Consolidate our position in the world market. Our products are
Business objectives highly valued by Urban Travelers, who find in them:
A unique and durable design, Constant innovation that is based
on research and development, Use of new materials in the
manufacture of our products; The original union of aesthetics
with functionality and comfort, making us the unconditional
friend of the urban world traveler.
We are a brand with style and dynamism backed by an
Other aspects to organization with high standards of quality and innovation. The
highlight about the growth rates obtained to date are the result of an effective
company relationship with our clients and consumers, always seeking to
offer them the best.
 CURRENT MARKETING STRATEGIES
Develop an experiential marketing project, through market
Objectives that are studies that facilitate the creation of strategies for the
pursued with
generation of experiences in TOTTO users, which change
marketing
the brand positioning and increase the volume of sales.

The products comprise a line for tweens in terms of fashion

Current Target Audience and design inspired by urban trends that are imposed
internationally.

There is a variety of prices, according to the product that

Prices of Products /
the customer chooses. Most of the time users look for
Services
quality regardless of the value of the product.

Current promotion / The promotion plan called TOTTO LOCO is managed, which
communication plan is carried out twice a year. This is advertised by radio spots
and social networks.

 Manufacturer-final consumer
 Manufacturer-retailer-final consumer
Current Distribution Plan

The advantages of the brand is that it is present in each of

Competitive advantage of
the stages of its customers.
the company
 PROBLEMS AND OPPORTUNITIES

What problem do you  Brand image in front of the customer

have in your current
 Little interaction with the customer
marketing strategies?
 Losses on production lines
Totto is currently going through a great problem that lies
in the little investment of time in creating positive
experiences for its customers.

Streamline market research based on constant innovation

Have you tried to solve and in creating customer experiences.
this problem? How?

Have the results of

your marketing With the implementation of this work methodology, it was
strategies been possible to change the image of TOTTO little by little, for a
positive? specialized, quality and aspirational brand image, that is to
say that all our clients were attracted by the brand,
identified with it and also confident in knowing that they
are products of the highest quality.
What market
opportunities do This has directly affected sales and the way the target user
you think you sees the brand, that is, the brand has always been seen by
should take its users as a school or university accessory.
advantage of
today?

 Finding discontented customers in a sector.

What market
opportunities do you
 Listen to our own customers and potential customers.
think you should
take advantage of
today?  Demographic changes are also important.

 Attention to changes in the tastes of consumers.

 Analyze our competition and trends in the sector.

 Detect improvement aspects of the product or service

 MARKET AND COMPETITION

Our direct competition is the sports brands Adidas and

Who are your Nike.
main
competitors?

What marketing ADIDAS is the TOM brand and is associated with alto
actions is your Performance and passion for sports. That its consumers
competition
prefer this brand because they are price buyers and at the
doing?
same time they pay attention to and care about both design
and quality. On the other hand, NIKE consumers buy status,
prestige, quality and innovation and it is associated with
high performance and strength. Both are perceived as quite
competitive brands and of excellent quality. Even so, for
economic reasons they enabled the possibility of replacing
both brands with others.