Business Environment

• José Cevallos
• Aslie Galaraga
• Andrea Herrera
• Jhon Lluay
• María José Vacacela

Business Description

The elaboration of feminine intimate clothing has been a debate both in medical and social habits since
for women it is not just another garment, it has to do with comfort, appearance and above all that when
wearing them it does not cause irritation or disease, which is very common in women of childbearing age.
The ongoing project is defined as the production and commercialization in the city of Quito, Pichincha
province, of women's underwear based on organic cotton, aiming to satisfy the needs of women to take
care of their health, but at the same time continue to look attractive. and desirable.

Panties made from organic cotton are characterized by the care on the skin where the intimate parts of
the woman are present, so they help prevent possible allergies due to the PH of each person, it also helps
the effective perspiration so that reduces the appearance of vaginal odor by 80%, since being a product
that does not contain chemicals, it is very healthy for those who use this type of product in their day-to-
day life.

Market Research

Our consumers will be the people who present at least once conventional problems due to health
problems for the use of conventional fabrics that are used in the manufacture of panties, almost 70% in
fact, with this, there is a growing preference for fabrics that take care of their health without neglecting
the aesthetic aspect.

The underwear market operates under economic activity C1410.03 and has 32 companies. The industry
billed $ 28.421.766,81, during the year 2017 showing a growth of 7.85% compared to 2016. The
companies with the highest participation in the industry are dedicated to the manufacture of stockings
for men and women. It is necessary to take advantage of all the attributes that consumers look for in an
intimate garment in order to attract and form a market for panties that are not harmful to health.

Target profile and demand analysis

Our product is focused on women from 20 to 59 years old who reside in the city of Quito, and who need
their intimate care accompanied by aesthetics and sensuality.

Target market size, market potential, market trends

Many consumers have health problems at least once due to the conventional fabrics that are used in the
manufacture of their panties, almost 70% in fact (Gwenn ha Yana, 2019) with this, there is a growing
preference for fabrics that take care of their health Without neglecting its aesthetics, this would result in
more than 100,000 potential customers who are willing to buy retail and take care of their intimate area.

The target market is defined by women between 20 and 59 years of age, who seek comfort at the same
time of sensuality and aesthetics and who are willing to pay between $ 20 and $ 15 for intimate clothing,
from upper to middle socioeconomic class. It was calculated based on the population of Quito, giving a
total of 179,923 people (INEC, 2010).

Pichincha 100% 2,576,287

Women 51.30% 1,321,635
Age 20-24 9.47% 125,149
25-29 9.25% 122,297
30-34 8.16% 107,798
35-39 7.17% 94,793
40-44 6.14% 81,186
45-49 5.72% 75,633
50-54 4.58% 60,481
55-59 3.76% 49,655
Total 716,992
Socioeconomic level A 1.90% 13,623

B 11.20% 80,303
C+ 22.80% 163,474
Total population 35.90% 257,400
Total Interested Persons (69.9%) 179,923
Buy 2 times a year: 359,845
TOTAL DEMAND 359,845

Target Demographic

Our leads are based on the following demographics. The product is aimed at women between 20 and 59
years old. The product is made to be consumed at a level of economic income that is in a range higher
than the base salary. The product is aimed at any ethnic group, level of education, religion, nationality
and status social without preference in the entire population.

Proposed Pricing

After doing the research, the determined price of the product in the market is influenced by some
variables. Clients or Customers have low bargaining power when they buy in limited quantities and
therefore must accept the price set in the store. Discounts and promotions will be based on the number
of quantities purchased. The price will work in a range that is affordable for our main consumers, the
range will be measured between 20 and 29 dollars. It will be sold to you as a premium product at a
competitive price.