Plan de marketing para una marca de serigrafía/textil en la ciudad de Guayaquil, Ecuador.

Abstract

The project consists in the impulse to the market of a brand of stamped garments in the serigraphic process with avant-garde designs that also gives an additional facility towards the customized capacity of merch by the final customer. The sources of income of the business are the retail customers and the final customer respectively. Both handle different volumes of purchase and have been covering the business unit of the clothing printing company for 4 years. The company requires US $ 75,000 as external funds for the Marketing plan that will allow maintaining and boosting production volumes. The payment of these funds will be made during the 2 years after the loan. Additionally, the company will contribute US $ 3,000 equivalent to 4% of the total amount. Starting at the 8th quarter of operations under the loan, a profitable threshold will be achieved based on a total of 10 + retail clients and 66 + final customers, therefore marking a monthly turnover of US $ 21,000. The development of the profiles and attributes of the garments that the market research identified will be implemented, in order to link them to the new positioning of the brand, which seeks to establish a link between the final consumer and the culture represented by each stamped design. what looks This according to the strategies for the promotion in the website of the brand added to ATL and OTL media in its majority. Activations and branching of the physical points of sale will also be added to increase the commitment with the retails regarding the marketing of Puravida brand garments to their stores. The entrepreneurs who promote the brand are Carlos Chica and Mario Rodríguez, both professionals in communication and marketing sciences who have been working with the business unit since 2014, responsible for creating a community of 3000 followers in summation of the active social media by 10% at its peak as an informal brand.