EVIDENCIA AP09-EV04- “FORMATO BRIEF - CAMPAÑA PUBLICITARIA EN

INGLÉS”.

PRESENTADO POR:
JESSICA FERNANDA LOPEZ GALEANO

PRESENTADO A:
SHELY MARIA DEL TORO

SENA SOFIA PLUS PLATAFORMA VIRTUAL

GESTION DE MERCADOS (1667987)
AÑO 2019

BRIEF SKECHERS
 1. Company information
Name of the Company
Trade’s name
Company’s Activity
2. Company History
History of the company in detail
Advertising has been traditionally
done?
What kind add advertising and
what issues were adressed?
What were the objetives of
previous campings?
What are the characteristics of
your product or service?
What is the current position of your
product in the market?
3. The product or service
Description of the product or
service with all its the features:
 Physical (if it has)
 Chemical caracterization (if
it has)
 Packaging (if it has)
 Benefits
 Trajectory (how long was it
released)
 Lifecycle
Legislation
Skechers, an award-winning, multi-million dollar global brand, designs
and develops Lifestyle and Performance products known for their style,
innovation, quality and comfort. Along with its diverse footwear offering,
the company has head-to-toe apparel collections for men, women and
children including a growing range of clothing and accessories.
With international business accounting for more than half of its total sales,
Skechers has products available in more than 170 countries and
significant opportunities for continued expansion around the world. The
company sells its collections through external wholesale partners and
directly to consumers through more than 3,000 Skechers retail stores and
e-commerce platforms.
Based in Manhattan Beach, California, Skechers is listed on the New York
Stock Exchange under the symbol SKX.
Skechers, although created 27 years ago, is one of the
youngest American brands in the industry. It was founded
by Robert Greenberg who already knew the sector. This
entrepreneur had worked for 30 years at L.A Gear (a very
popular brand for women in the eighties). In 1992, things
were not going well and he decided to create a new
company with the help of his son.
Skechers shoes, history of the brand and best models for
men and women
Initially the company was to be a distributor for Dr.
Martens. The mythical brand of military-style boots that
popularized punk music and that still continue to evolve
their designs today. But Greenberg's ambition was such
that in less than a year he had already designed his first
casual sneakers. This is how their first model was born:
Chrome Done. Bingo! First design, and first success.
Today Skechers is known worldwide for having shoe
collections for the whole family: women, men and children,
And for all occasions !: casual, fitness, running, etc. One of
the hallmarks of Skechers is the comfort that all their shoes
provide. If you wonder how they do it to achieve it, we have
the answer; They use different types of insoles according
to the usefulness of the shoes and also a 5th generation
technology to ensure that their customers can enjoy their
sneakers at every step.
Description A comfortable cushioned ride combined with sleek styling in
Skechers Gorun 400 V2 ™ - Omega. It features a sporty neutral design
and a platform with ULTRA GO® cushioning.
Details -Upper: The seamless knit mesh upper offers breathability and
comfort -Midsole: With ultralight and effective ULTRA GO cushioning
-Sole: Light, flexible and resistant parametric web sole that offers multi-
surface traction -Insole: Comfortable Goga Mat Air Cooled® design with
cushioning -The grooves on the front offer more flexibility and produce a
smooth transition-The impact zone in the midfoot offers performance in
every stride -Weight: 212.6 g per shoe in men’s size 42 – 3.2 cm heel
-Machine washable design; gentle cycle with cold water and air dry
Building
-Upper stylized seamless knit mesh, lightweight and breathable
-Synthetic overlays with thermofusion on the toecap and laces
-Lace-up front panel for a precise fit
Cleaning instructions:
Most Skechers GOwalk and GOrun shoes with a non-leather upper can
be safely washed in the washing machine. A pillowcase or garment bag
should be used to hold both shoes together, the wash cycle should be

4. SWOT matrix (Strengths,
Weaknesses, Opportunities
and Threats)
 Weaknesses (They are
internal to the company)
 Opportunities (They are
external, what the sale
opportunities are)
 Strengths (They are
internal)
 Threats (They are external)
5. Budget
It’s the money assigned to the
project
gentle, in cold water, and air drying. Do not put the shoes in the dryer.
Washing Nite Owl shoes is not recommended.
ORDINARY DECREE
The President of the Republic of Colombia, in use of the powers conferred
by numeral 25 of article 189 of the Political Constitution, subject to the
general norms provided in Laws 6 of 1971 and 7 of 1991, after hearing
the Customs Affairs Committee, Tariffs and Foreign Trade, and
CONSIDERING:
That Law 7 of 1991 empowers the National Government to issue norms
that regulate international trade, in accordance with the principle that
grants the possibility of temporarily adopting mechanisms that allow the
Colombian economy to overcome external and internal situations adverse
to the commercial interest of the country;
That the Committee on Customs, Tariff and Foreign Trade Affairs, in
session 189 of August 12, 2008, recommended temporarily establishing a
tariff tax of 35% and 40% for the importation of some products of the
footwear sector classified by Chapter 64 , except heading 64.06, with
prices declared in FOB terms lower than those established in this decree;
That in the same session the aforementioned Committee recommended
maintaining the 20% tariff for the importation of footwear products
classified by Chapter 64, with prices declared in FOB terms higher than
those established in this decree.
STRENGTHS
° Brand positioning
° Better comfort, comfort and durability of the product
° Brand and product recognized by a large population
° Trained and trained staff
° Diversity of designs for all categories
° Good relation with price and quality
° Latest fashion trends
° Products for the whole family
° Warranty support
WEAKNESSES
° It does not have online sales in Colombia
° Few points of sale in the national territory
° Does not have a customer loyalty program
° Shortage of small sizes in the men's line, causing a considerable
population to be lost
° It does not have a system for capturing data about customers
° We need to complement the footwear portfolio with the soccer category
OPPORTUNITIES
° We have a demanding fashion and design market segment
° Our prices are a little lower than the competition
° We can surprise the competition with variety and trend with our designs
° Create a platform where customer data can be segmented and used for
events and commercial campaigns
strengthen the footwear line by increasing the production of sizes in order
to meet the specific need for the product
° We will request the entry of new categories of footwear to complement
our sales portfolio
° New store openings
THREATS
Contraband, copies, replicas
° The rise in the dollar makes our products rise in price
° Multi-brand that sell our brand, divide the purchase intention in our
stores
° Vulnerability to large competitors
° Attracting customers and buyers through campaigns, promotions, etc.
° Aggressive advertisements by other companies
Entering the international market is one of the goals for our sports shoes
brand since new frontiers can be found in the international market and a
much more efficient growth can be achieved, in addition to having the
pride and privilege of representing our country in the world of international
fashion.
For our case Skechers S.A.S. You need to send an international quotation
for exporatthe sneakers of the new collection, the following are the
production costs expressed in dollars.

6. Consumer / Target Audience
Describe the three types of consumers:
 End Consumer: The person who
consumes the product, but doesn’t decide
on the purchase.
 Real Consumer or Objective: The person
who makes the purchase decision.
 Potential Consumer: The person who has
a provisional contact with the product or
who will be the consumer in the future.
Describe the Profiles
 Demographic Profile
 Geographic Profile
 Psychographic Profile
Direct labor $ 0.64 USD / unit
Raw material $ 1.28 USD / unit
Export packaging $ 0.80 USD / unit
Export label $ 0.05 USD / unit
Fixed costs $ 6,000 USD / unit
The factory produces a total of 1000 pairs of shoes per month in the
domestic market and is expected to export at least one 5-foot container
per month.
Freight from the factory from Bogotá to the sea port of Buenaventura
(includes all insurance) $ USD / container of 5
Customs and handling agent on the ship $ 250 USD / container of 5
Sea freight good adventure Colombia to USA $ 3,500 USD / container of
5
Colombian maritime insurance USA 0.9% of the EXW price
The company expects to earn at least $ 15 per pair of shoe.
GEOGRAPHIC
City-Climate-Locality-Inhabitants-Business sector. Bogotá D.C is the
capital republic of Colombia at present with a total of 8,081 million
inhabitants with a city size of approx. 1,775 KM ^ 2. its climate is cold on a
scale that oscillates between 6 ° and 22 ° with an annual average of 14 °.
Engativá represents 4.2% of the total area of the city. It has 797,000
inhabitants (11.6% of the total in the city) and 20,579 companies in
Bogotá are located, which is equivalent to 9%.
SOCIO-ECONOMIC
Social class -income-occupation-employment rate-unemployment rate. In
Colombia, the middle class predominates, 78% of the properties are
stratum 3. With an average income of one million pesos. Their
occupations, social, community and personal services (30%), commerce,
hotels and restaurants (24.6%), manufacturing industry (16.6%) and real
estate activities (10.8%). Employment rate (53.7%). Unemployment rate
(13.5%)
DEMOGRAPHICS
age-sex-family-religion From 18 to 70 years of age, male and female, with
or without children, single, married, divorced, all religions.
PSYCHOGRAPHICS
Autonomy, activities, values, opinions, personality, desires. Independent,
dependent, conservative, liberal, democratic, responsible, honest,
tolerant, understanding, equality, friendly, outgoing or introverted, good
service, product quality, affordable prices, variety of product according to
customer needs.
RELATED TO THE PRODUCT
Preferences, atmosphere, attention, quality. His preference is sports
shoes for activities such as running and / or comfortable shoes for sports
activities; a good environment to observe and choose the footwear that
meets the customer's requirements, receive a cordial, friendly and
efficient service, that the product is of excellent quality, that it is at the
forefront of fashion, that it is functional.
Our clients are located within the national territory (Colombia) with an age
range between approximately 18 to 75 years of age, single, married,
divorced with children or without children does not affect their marital
status, the socio-economic stratum is in 2, 3, 4, 5 and 6 with a salary
between $ 877,803 onwards according to their occupation, it does not
affect their belief, or political party, they like products of excellent quality,
comfortable, practical, innovative and at the forefront of fashion, with
affordable prices according to your purchasing power.
Consumer customers located within the national territory (Colombia);
They are very active, hard-working people who live in constant movement
and changes generated by the environment in which society moves, they
like to enjoy and share consumer experiences.
The inhabitants of the Colombian territory usually choose to buy sports
footwear in shopping centers, stores specialized in sports, social
networks, e-commerce and retail stores, in this way the needs of
customers are supplied.
Cover the need of the inhabitants of Bogotá, to buy sports shoes, on
special dates, birthdays, school season, Christmas season, which must
be functional and at the forefront of fashion, which generates satisfaction
and comfort to the person who is doing it. to use
 7. Competition / Positioning competitions adidas Nike puma new balance fila reebook among many
other brands that offer sports shoes
Descibe the type of competition your product or Two years ago, the brand stopped working with an independent distributor
service has: and decided to operate with a direct subsidiary in the United States. This
 Direct new work dynamic complements its brand positioning and recognition
 Hint actions.
 Main Competition To connect directly with its target audience, the brand operates under a
positioning plan whose axis is alliances with influencers who have a
strong presence on Instagram. In addition, the brand carries out important
digital campaigns focused on the market.
BREAKING THE GROUND
Now under construction: a major expansion of Skechers corporate
headquarters, scheduled to open in 2022. Designed to achieve LEED
Gold certification, the new buildings will double the Company's office
space and showrooms in Hermosa Beach and Manhattan Beach,
California.

8. Project Objectives “Our goal in these first two years is to make the attributes of our brand
known. We care that people quickly recognize Skechers and associate it
with comfort and style. That is why we focus our efforts on general and
Describe the goal to be achieved in not so specific campaigns. Once everyone knows who we are, it will be a
good time to develop more specific topics”,
your product

9. Market research Our clients seek as a major benefit in our products, comfort, according to
the type of activity they carry out with the shoes, of course, they will also
benefit from the guarantee of having a safe and durable product that they
Explain the market research you provide the material with which they are made. our shoes.

have made in your project: wich Product use rate.

are the latest change of consumers • By having several lines of sneakers, our clients use our shoes to:
and the target public?
• Running, where they use our RUNNING line thanks to Midfoot Strike
technology.

• Training, with the high impact TRAINING & FITNESS line.

• Walking, highlighting the ultralight TECHNICAL WALKING line.

• And the SPORT line for all kinds of activities.

Brand loyalty.

According to the surveys, our client really has a defined loyalty with our
brand, which is marked by a combination of characteristics, among which
stand out, brand recognition, quality, comfort, convenience, technology,
fashion and market trends. ; which makes the customer who buys our
footwear loyalty quickly and safely.

Use of the final product.

We have a wide variety of shoes, however, the shoes that are sold the
most are for activities that stimulate physical strengthening and there they
carry out various activities and that is why they choose the SPORT line
that is functional for all types of activities.

Ready-to-eat level

Our footwear is ready to deliver at the point of sale, packed or for the
customer to use immediately if they prefer.

Decision-making unit.

According to the line of footwear, the decision to purchase our products

can come from anyone in the household who has purchasing power,
 however, for the line of children this decision is made mostly by the head
of the household.

10. Schedule .
Distribution Channels
Our product reaches consumers through
Include the distribution channels our strong domestic wholesale footprint,
from department to athletic and specialty stores.
for the products in your project: 3,989 company- and third-party-owned
 Direct retail stores worldwide.
And the international market, our highest growth
 Indirect category and over half of our total business
Logistics
We efficiently distribute from multiple facilities.
In North America through our LEED Gold-certified
center in California, and Europe via our
automated Belgium and regional U.K. facilities.
Strategic centers in Central America,
South America and East Asia.
Direct to distribution partners from
our factories.