PROPOSAL FOR A PRODUCT OR SERVICE

PAOLA ANDREA MARTINEZ ARRIETA

Id 1667973

INSTRUCTOR
GERMÁN DE JESÙS BAENA RIAÑOS

CENTER OF SERVICE AND REGIONAL BUSINESS MANAGEMENT

ANTIOQUIA
MARKING MANAGEMENT PROGRAM
CARTAGENA
2018
introduction

The fashion market is made up of buyers, but it differs in many aspects: in

your lifestyle, your desires, your buying power, your geographical residence, their
attitudes and practices of purchase, etc. Each of these variables can be used to
identify a market segment; by Therefore, segmentation consists of grouping clients
(consumers, buyers, users) with needs, interests and the like in order to establish
each group a differentiated commercial strategy in a given period of time.

However, it is important to distinguish between an involuntary involuntar y person

who adds spontaneously and that the company can adopt passively, and the
segmentation based on a perfectly oriented strategy, which aims to penetrate or
consolidate in a certain market. This type of segmentation, defined through fashion
marketing, is what allows identify the needs, interests and demands of customers
according to criteria of demographic, economic, psychological, etc

Obviously, the sectors of haute couture and tailoring / dressmaking allow to offer
products
perfectly adapted to each consumer, but this situation is not yet feasible and THE
JEAN one of the most comfortable clothes feasible for all ocation in a great way for
all the population that is looking for comfort now to dress
objective
Despite the increase in costs involved, with the segmentation
You can achieve fundamental goals such as:
facilitate the identification of new opportunities and market niches; it
allows the development and launch of new brands, new product lines
or the extension of existing ones,
differentiate commercial performance through marketing strategies of the
fashion adapted to the needs of each segment,
establish priorities for action among the segments that best respond
to a fashion offer, which allows a better allocation of resources,
qualify the target audience regarding lifestyle, purchasing power, level
cultural, buying behavior, etc.,

 identify and qualify current consumers and

 potential of each segment in order to guide the best way
 possible the offer,

 eliminate unrepresentative segments,

 identify the potential demand of a segment,

 adapt the product to the specific requirements of each segment,

 define a specific marketing plan for each segment.

product presentation

The present work is about the introduction of a new product. LADDYJEANS.

Among the most important characteristics is that it will be oriented to men; because
we observe that unlike the women's market, they are not satisfied with the current
brands and models, that is, there is no adequate offer. These jeans will be aimed
at the middle-high income segment where they will have a price that will range
between 100 and 200 We will also have models, designs and colors that are in
accordance with fashion and satisfying the desires of consumers. To obtain a
differentiation in the product, this will be focused on the client, for which there will
be a constant interaction with the market, In addition, you can choose to design the
client's size and taste, who will be able to come to the store to choose a model and
take the corresponding measures.

Vocabulary Commented [U1]:

It is the process of dividing a market into different geographical units such as

nations, states, regions, countries, cities, or neighborhoods
Our market will be women who are in an age range between 15 and 29
years, where we identify three groups, from 15 to 21; from 22 to 29 and from 30 to
39 years old, who seek
following characteristics
Segment:
1 (15 to 21 years old): They look for comfort, fashion, they are not faithful to
a brand, but they consider this factor as important when choosing a jeans and they
are willing to turn off and consume more units.

2 (22 to 29 years): They look for comfort, quality (referring to a good cut and
quality of the fabric, durability, model, good sewing) another factor would be the
fashion where it is important but it is not decisive.
 This segment is not willing to pay as much as the previous segment,
because they are more rational when choosing un jeans; in this segment they are
already more loyal to the brand because they have already acquired some
experience

Segment
3 (30 to 39 years). This segment is basically characterized by acquiring
products that have higher quality, that are comfortable and above all a greater
durability. This segment is characterized by having higher purchasing power but
nevertheless it purchases in smaller quantities since the Jean is not constituted as
a priority for his wardrobe

It is the process of dividing a market into different groups based on

personality characteristics, lifestyle, or social class.

laddy JEANS has the following characteristics: Comfort, a good cut and quality of
the fabric, durability, model, good sewing, diversity in colors. The satisfactory can
be designed on request by the client, this way you can add value and thus increase
satisfaction. According to the characteristics of our target market, we consider that
the segments that we can satisfy at higher levels are segments 1 and 2 of the
which can reach a potential

GEOGRAPHIC SEGMENTATION Initially we will focus on the city of Bogota

DEMOGRAPHIC women between the ages of 15 and 29 (Segment 1: 15-21

andSeg. 2: 22-29 years), approximately 10 thousand women

SOCIOECONOMIC We will focus on the middle-high income segment; these are

the family or people who earn $ 200. or more By occupation:
Segment 1: University Students Segment 2: University Students - Independent
Professionals and Dependents.
PSYCHOGRAPHICSegment 1: They are characterized by the tendency to be
jovial, athletic, emotional, informal and indulgent. Personal and social interests
prevail.

Segment 2: Tend to be jovial, formal, less emotional. Social and family interests
prevail. They want to note and prevail their opinion

Benefits sought: Comfort, look casual and casual, look jovial and modern.
Perceived Attributes: Comfort, Quality (good cut and quality of fabric, durability,
model, good finish), Design, Durability, Color, Brand, Fashion and Price. Perceived
Functions: Clothing: casual and informal.

It is the process of dividing the market into groups according to the different
benefits that consumers seek from the product.
A very prestigious company introduces a new perfume in the market. This new
fragrance is specially designed for seductive and passionate women.
A bank offers credit cards to a large number of its customers, and defines their
credit limit based on their income.

A bank offers credit cards to a large number of its customers, and defines their
credit limit based on their income.

ATTITUDES The jeans is a product widely accepted by the components of our

business market.
BELIEFS Jeans are part of the clothing culture in our region and the belief is that
everyone who feels young and wants to be comfortable will wear jeans.
SENSATIONS - EMOTIONS The consumer feels jovial and modern.
IMAGES The members of segment 1 are influenced by the image of the brand and
fashion, since they want to excel and differentiate themselves through it, that is
why they are willing to pay high prices.

Those in segment 2 seek to project a cheerful and updated image through the
satisfactory.
REASONS The vast majority of the members of these segments are adolescents
and young singles or newlyweds. VALUES AND STYLES OF LIFE "VALS"
Segment 1: They are emulators. Segment 2: Emulations made.
VINCULAR SEGMENTATION
The development of this segmentation basically covers three levels in which it is
linked to the Subject (person who lacks satisfactory) and the object (satisfactory).
Therefore, we are forced to develop the three levels in the application of the
JEANS. Empirical Level. The person recognizes the lack of satisfaction, which is
why he seeks to satisfy a basic need for clothing. The subject faces a wide range
of similar satisfactions since there are different brands of JEANS trousers and
other types of pants, where the individual characteristics act as guides for the
purchase decision

Positioning in the demand

Segment 1
What to position? LADDY JEAN The most comfortable and fashionable
jeanSegmento

Adolescents / Youth (15 to 21 years old) Components:

Valued Attributes Quality Competitive Relationship Vincualary symbolic Impulses

Perceived Commodity, Fashion, Brand, Design. Customized Design "Want to

distinguish and be accepted, look for status" Good cut and quality of fabric, model,
good finish, Color, Price, Good Labels, buttons and closures
Let listen
 product presntation

Good afternoon to all it's a pleasure to share with you, thanks for being here
I introduce myself
My Paola Martinez I am the one in charge in this occasion to communicate
them the following ones:
I want to comment before presenting the new product in which we have
worked, we conducted a previous study in this town as we all know we are in the
city of Cartagena in the city of Barcelona in India, it is located is inhabited by 2000
thousand inhabitants, it is made up of following way 55% are ladies 45% are
gentlemen with a range of ages of the following way 800 of her oscillates between
30 and 50 years, 500 young people between 18 and 29 years, 300 older adult
between 60 and 80 years and 400 children between 8 and 16 years old and a
floating population that dresses us daily
The study showed us that this town has hotels, restaurants, recreational
centers, shopping centers and supermarkets which are in great demand
This area is perfect for our new product and the zuss drink. We were able to
contact previous surveys that will be easily accepted by all people for their
nutritional content, refreshing flavor and cost. We will be very soon making its
launch. We are all very grateful to you.
audio evidence