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Rebozo

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Aida Galindo

The document discusses a marketing plan for a company called Angustias Rebozo that aims to preserve Mexican rebozo culture and provide sustainable employment for artisans. The company's mission is to integrate Mexican rebozo culture into international fashion through fair trade. The plan involves segmenting women ages 25-40 interested in unique, classic styles. Products will be cotton, silk, or loom rebozos sold at boutiques in Paris and online. Promotion will include magazines, social media, events, and a webpage. The goal is to empower artisans while giving consumers quality products that support fair trade values.

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Rebozo
Internationally Mexican handicrafts have great recognition and measurement , being products that show the cultural diversity of society , allowing to become an attractive market with growth potential sector. (UNESCO, 2004) Unfortunately, the production of the Rebozo in Mexico has gone through a severe crisis caused of various factors such as weak demand and high production costs. INTRODUCTION
Company Mission Our mission is to preserve the culture of the Mexican Rebozo, with the best quality and design, helping to provide sustainable employment for the artisans we work with Vision Integrate the Mexican culture of the Rebozo as a fashionable pledge in the international culture. Impacting in a fair trade Values Respect Loyalty Honesty Responsibility Transparency
Segmentation Women between 25 and 40 years who enjoy having a unique style, with classic pieces, but with a modern twist, who are in search of products with quality and that can be certificates with a long life.
Marketing Plan
Product The material will depend on the model of each Rebozo, as we have said the main are: Cotton, loom, silk. Also the design will depend on each one.
Price The strategy will be two different prices , the first being for distributors or clothing stores sold the product.
Place According to our kind of costumers, our products will be distributed to boutiques at Paris, France and some small fancy clothes stores. Also on the website will appear a specific place where you can buy any of our products just by clicking on it and paying for the shipping
Promotion Above the line (ATL): Magazines haute couture; outdoors: bus stops in places near to stores of haute couture. Through the line (TTL): Social media; events: launch party to introduce the product; web page: where you can find it, where you can bough it and information about the product.
Competitors Shawl Scarf Cashmere Shawl
Social Media Marketing
Product Empower the Mexican artisan producer of rebozos.
Price All the costs that are going to be need to create and develop this plan.
Promotion It will be advertising at magazines and bus stops. Social media; events; web page.
People Mexican artisans who are involved to this project, the company staff, and the people of stores.
Process It will be contact the Mexican embassy in France, to promote the product and create a project, considering that this could serve as link to get more customers.
Physical evidence The goal is to be part of fair trade.
Conclusions Angustias Rebozo is a viable option, because for producers who are supporting, and stores which sell to consumers because of it has discovered that the French market has potential purchasing power to consume these products. Similarly, at the same time, the French market likes this kind of accessories. In addition to this, France is an excellent market to promote, because it is evident that it is a great icon in the fashion world, it is expensive, important and exclusive couture. When someone buy our product, everyone wins: consumers support producers who are struggling to improve their lives, also shopper could buy products in line with their principles and values. Consumers will contribute to conserve the traditional rebozo, by time they get a Mexican product made with high quality.
Recomendations Market research After sales service Ask for help to the government at France and Mexico Search a new target: Men New aliances Diversify the product
Proposals Approach with Mexican artisans Market research Created an agreement with stores items campaign of introducing the product to the market Evaluation of the sustainability Open new stores in France Open new stores in other countries Open one store per year.
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Rebozo

  • 2. Internationally Mexican handicrafts have great recognition and measurement , being products that show the cultural diversity of society , allowing to become an attractive market with growth potential sector. (UNESCO, 2004) Unfortunately, the production of the Rebozo in Mexico has gone through a severe crisis caused of various factors such as weak demand and high production costs. INTRODUCTION
  • 3. Company Mission Our mission is to preserve the culture of the Mexican Rebozo, with the best quality and design, helping to provide sustainable employment for the artisans we work with Vision Integrate the Mexican culture of the Rebozo as a fashionable pledge in the international culture. Impacting in a fair trade Values Respect Loyalty Honesty Responsibility Transparency
  • 4. Segmentation Women between 25 and 40 years who enjoy having a unique style, with classic pieces, but with a modern twist, who are in search of products with quality and that can be certificates with a long life.
  • 6. Product The material will depend on the model of each Rebozo, as we have said the main are: Cotton, loom, silk. Also the design will depend on each one.
  • 7. Price The strategy will be two different prices , the first being for distributors or clothing stores sold the product.
  • 8. Place According to our kind of costumers, our products will be distributed to boutiques at Paris, France and some small fancy clothes stores. Also on the website will appear a specific place where you can buy any of our products just by clicking on it and paying for the shipping
  • 9. Promotion Above the line (ATL): Magazines haute couture; outdoors: bus stops in places near to stores of haute couture. Through the line (TTL): Social media; events: launch party to introduce the product; web page: where you can find it, where you can bough it and information about the product.
  • 12. Product Empower the Mexican artisan producer of rebozos.
  • 13. Price All the costs that are going to be need to create and develop this plan.
  • 14. Promotion It will be advertising at magazines and bus stops. Social media; events; web page.
  • 15. People Mexican artisans who are involved to this project, the company staff, and the people of stores.
  • 16. Process It will be contact the Mexican embassy in France, to promote the product and create a project, considering that this could serve as link to get more customers.
  • 17. Physical evidence The goal is to be part of fair trade.
  • 18. Conclusions Angustias Rebozo is a viable option, because for producers who are supporting, and stores which sell to consumers because of it has discovered that the French market has potential purchasing power to consume these products. Similarly, at the same time, the French market likes this kind of accessories. In addition to this, France is an excellent market to promote, because it is evident that it is a great icon in the fashion world, it is expensive, important and exclusive couture. When someone buy our product, everyone wins: consumers support producers who are struggling to improve their lives, also shopper could buy products in line with their principles and values. Consumers will contribute to conserve the traditional rebozo, by time they get a Mexican product made with high quality.
  • 19. Recomendations Market research After sales service Ask for help to the government at France and Mexico Search a new target: Men New aliances Diversify the product
  • 20. Proposals Approach with Mexican artisans Market research Created an agreement with stores items campaign of introducing the product to the market Evaluation of the sustainability Open new stores in France Open new stores in other countries Open one store per year.