Documentos de Académico
Documentos de Profesional
Documentos de Cultura
GESTIÓN DE MERCADOS
2020
EVIDENCE LES’T LISTEN, LES’T WRITE, VOCABULARY
EVIDENCE CREATIVE BREIF
1. Company information
Tradename: Luz&Chelín
Business activity:
piel.
footwear.
1521 Manufacturing leather and skin footwear with and any type of sole.
2. Company history
El origen del nombre con el cual se registró la empresa, tiene sus cimientos en la
The origin of the company name which it was registrated, belongs to a combination
added the Che as the combination of the chelín english coin, which the queen
elizabeth II had her face on, although at the company registration it was written as
Lucyche.
sentido a través del nuevo diseño del logo, que se asemeja a una moneda, los
tonos van desde el ocre, dorado, y bronce, siendo este último el principal que
Its a short name, its not easy to remember, we tried to give a more meaningful
sense on the new logo design, looking alike to a quarter pound, shades goes from
ocher, golden and bronze, being this last ine the main connector of wealthy and it
Sabemos que es un nombre diferente y que al igual que otros nombres del
nostalgia.
We knew. It was an strange name, and just like others names of the market its not
directly related with footwear, secondary shades as ocher aimed to the artisan
Se promueve sencillez y recordación con un nombre corto, con una marca mixta
detiene el manejo de las rede social, dado que el uso estaba enfocado a la venta
I try to publish through social media, in 2016 we stop using social media, because
the use was focused to chat sales on messenger or land line and mobile pone.
The main issue is the non monetization of the, page, the lack of a web support, and
A previous objetive doesnt exist, imitate the rivals and to sell more.
The product counts with the aplication of layers and a resistent a highly though
heels on the surface which reduces the noise generating a silent walk.
El forro interno cuenta con una plantilla que absorbe los impactos al caminar e
The internal cover counts with a shoe plate that absorbs impact when youre
The main packaging its ecologycal , because its made with recicled fibers and it
Our company place its not principal because as a brand and with theirs products
3. Product
Product description
Para las amantes de los tacones, llegan los modelos R100 - confort, con espuma y
plantilla estructural y la plantilla interna de lujo, para proteger el talón del usuario y
For high heels lovers, r100 models arrives, with foam and expanded latexor
expanded pvc(2mm caliber) located between the structural plate and the luxury
internal plate to, protect the, users heel and. Provide comfort to the foot, anti-slip
sole made on pvc. Vibratingcolors, variety on heights, and 100% quality certified.
Packing:
4. Matriz Foda
Matriz FODA
FORTALEZAS DEBILIDADES OPORTUNIDADES AMENAZAS
1. Con el personal 1. No existen
we are achieving to
Positional
respond the There are not
Credits support and competency.
distribution enough
capacitations for
for ecomerce proffessionals for the
microentrepeneur.
platforms. areas.
potencial es estratégicos
considerablemente detallados y
principales e
medium established
ones .
ventas la economía
dado que se harán anuncios radiales, anuncios pagos en redes sociales y prensa.
For the. Advertising campaing, the resources are 6millions pesos because we are
6. Consumer
Potential: people that wishes the product and works on administrative sectors,
Meta: el mercado potencial, son todas las mujeres de diversos sectores que
Goal: potential market, are all the womens of differents sectors that have high-
medium incomes.
Real: nowadays in the captured market, womens of medium incomes and womens
searching sales
Demographic profil:
Sexo: femenino.
Edades: 17-60 años.
Psychographic Profile:
Los zapatos son una prenda de vestir, que se ha convertido en un aspecto muy
feminidad, enmarca además los valores de cada mujer, además de su estilo. Las
quienes compran los artículos con la intención de un uso final, es decir son
usuarias finales.
Footwaer its a clothing article, which has become in an important aspect ofque
values, besides its style. Working class womens, which performs company
activities that buys articles with a final intention use, meaning loyal users.
7. Competition
Competencia directa: empresas locales de la ciudad que producen las mismas
Indirecta: empresas locales, nacionales y extranjeras que producen otras línea que
8. Objectives
bases de datos, con el fin de conocerle, sondear el nivel de satisfacciòn con los
productos o los servicios, para con ello incrementar el valor de los productos o
servicios ofertados.
and to perform the same proccessing of the same product beyond data base, with
the intention of getting to know, probe the level of satisfaction with products or
services, for that to increase the value of the products or offered services.
service to add,a shopping car and payment passarels, with spaces on forms to
collect data and support on client support; also it can be implemented the creation
addiccional to join webs with its page to improve the search on google adwords.
Branding consolidation: to mantain the interest of clients, at the same time to make
9. Market search
Un consumidor más informado, compara precios y que está ejerciendo dos roles,
an influencer to other customers, and buyers that are contributing with ecology
Se opta por un sistema de distribución selectivo con un canal indirecto corto, para
creación de perspectiva una mayor calidad del producto ante los ojos de los
clientes.
high number with a lot of middlemans, also to research the reductions of cost on
the distribution and easiness on the handling of merchandise, allowing that the
products are on many sales locations, it benefits the brand with the creation of a
perspective with a higher quality on the product through the customers eyes.
2. CREATIVE BREAF
(correo,bolso y zapatos) o en nuestra tienda Av.1 10-50 con calle Quinta, centro.
located avenue. 1 10-50 with Street downtown. Our motivation, it’s to watch you
Sí señora, es verle con una sonrisa de oreja a oreja, luego de hacer su compra.
Acompañamos tus momentos en cada paso que das. Variedad en diseños, tonos y
estilos, por la talla no se preocupe porque los tenemos todos para que se sienta
Yes ma’am it’s to see you with a big smile after your purchase. We want to be with
you in all your steps you do. Desing variety, shades and styles, you don’t have to
care about your size we have to care about your feet with confortable and elegant
mujer,todos los días del año. Camine con seguridad y confianza: suelas
asesores.
Always with you, Mother’s day, secretary day,and womens day,everyday of the
New collection reléase enjoy it and let us guide you by our consultants.
Aquí en nuestra virtina Calzado Luz&Chelín Av.1 10-50 con calle Quinta, centro.
Here in our showcase footwear luz and chelín 1st Avenue 10-50 with fifth Street
downtown.