DESIGN OF A MARKETING PLAN FOR THE LAUNCH OF A

NEW LINE OF CUSTOM-FIT JEANS WITH ABDOMINAL CONTROL BAND

FOR THE COMPANY CONFORT JEANS FOR THE YEAR 2017

WILLIAM YECID GONZALEZ GOMEZ

LUISA FERNANDA LEMUS SANCHEZ

FREE UNIVERSITY OF COLOMBIA

FACULTY OF ENGINEERING
SPECIALIZATION IN MARKETING MANAGEMENT AND STRATEGIES
SALES
BOGOTA D.C.
2016
DESIGN OF A MARKETING PLAN FOR THE LAUNCH OF A
NEW CUSTOM FIT JEANS LINE WITH CONTROL BELT
ABDOMINAL FOR THE COMPANY CONFORT JEANS FOR THE YEAR 2017

WILLIAM YECID GONZALEZ GOMEZ

LUISA FERNANDA LEMUS SANCHEZ

GRADUATION PROJECT

TUTOR
HUMBERTO ALEJANDRO ROSALES VALBUENA

FREE UNIVERSITY OF COLOMBIA

FACULTY OF ENGINEERING
SPECIALIZATION IN MARKETING MANAGEMENT AND STRATEGIES
SALES
BOGOTA D.C.
2016
 Acceptance note:

________________________________

________________________________

________________________________

________________________________

________________________________

________________________________

________________________________

Signature of the president of the jury

________________________________

Signature of the Jury

________________________________

Signature of the jury

________________________________

Company Methodological Advisor

City and date (day, month, year)

 DEDICATION

This work and efforts are dedicated to our parents, spouses, children and
friends who support us in each stage of our lives, in
especially during this year. And above all to God who illuminated, guided, and strengthened us.
during this journey to achieve our goal

Luisa and William

 THANKS

We want to giveour most sincere gratitude to all those

People who in one way or another collaborated or participated in the realization of
this project

Thanks to the managers, officials, and teachers of the University for their
teachings, contributions, and dedication throughout our career.

To our tutor HUMBERTO ALEJANDRO ROSALES VALBUENA, a

recognition for your observations and corrections in the preparation of this
project.

And to Confort Jeans for the time they dedicated to us and made it possible for the
realization of this project.
 TABLE OF CONTENTS

INTRODUCTIONN ...................................................................................................12
1. STATEMENT AND FORMULATION OF THE PROBLEM .................................13
1.1 PLANNINGO .13
1.2 FORMULATION..........................................................................................14
1.3. JUSTIFICACIÓN.............................................................................................15
2. OBJECTIVES.......................................................................................................16
2.1 GENERAL OBJECTIVEL .16
2.2 SPECIFIC OBJECTIVES...............................................................16
3. FRAME OF REFERENCE................................................................................17
3.1 FRAMEWORK THEORETICAL .........................................................................................17
3.1.2 EL MARKETING: ................................................................................17
3.1.3 MARKETING PLAN .....................................................................18
3.1.4 MIXTURE DE MARKETING ESTRATEGICO .21
3.1.5. MARKET RESEARCH PROCESS .............................24
3.2 FRAMEWORK CONCEPTUAL .................................................................................25
4. METHODOLOGICAL DESIGN..............................................................29
4.1 TYPE OF STUDY...............................................................29
4.1.1 POPULATION..........................................................................................29
4.1.2 SAMPLE: ............................................................................................29
4.2 TARGET MARKET ANALYSIS AND SEGMENTATION .................................29
4.2.1 SOCIAL SEGMENTATION– DEMOGRAPHIC.......................................29
4.2.2 SEGMENTATION PSYCHOGRAPHIC.....................................................30
4.2.3 GEOGRAPHIC SEGMENTATIONA .30
4.2.4 ASPECTS GEOGRAPHICALS OF THE CITY OF BOGOTÁ ..............31
4.2.5 SEGMENTATION BY GENDER AND AGE .........................................33
4.2.5 SEGMENTATION SOCIO ECONOMIC LEVEL .................................34
4.2.6 CONSUMPTION SEGMENTATION .....................................................34
4.2.7 SEGMENTATION BY OCCUPATION ..................................................35
4.3 POPULATION SAMPLE.................................................................................36
4.3.1 TARGET MARKET.................................................................36
4.4 GENERAL OVERVIEW OF THE SUBA LOCALITY. ................................37
4.5 PANORAMA FROM THE MANUFACTURING IN COLOMBIA .....................................40
4.5.1 MANUFACTURING IN COLOMBIA.............................................................40
4.5.2 JEAN MARKET IN COLOMBIA ..........................................41
5. STRATEGIC MARKETINGO ...........................................................................43
5.1 CONSUMER: ...............................................................................................43
5.1.1 ANALYSIS FROM THE TARGET MARKET:...............................................43
5.1.2 FOCUS GROUPP .56
[Link] FOCUS GROUP ANALYSISP .57
6. MARKETING PLAN .....................................................................................65
6.1 METHODOLOGICAL DESIGN.............................................................................65
6.1.1 EXECUTIVE SUMMARY........................................................................65
6.1.2 SITUATIONAL ANALYSIS...........................................................66
[Link] ANALYSIS FROM THE INTERNAL ENVIRONMENT. ..........................................66
[Link] RESOURCES CURRENT AND ANTICIPATED ..............................67
[Link] INTERNAL STRUCTURAL ASPECTS .................................67
6.1.3 ANALISIS AMBIENTAL EXTERNO ..............................................................67
[Link] ANALYSIS OF COMPETENCIES: .67
6.1.4 MATRIX ANALYSIS.................................................................68
[Link] DOF MATRIXA ................................................................................68
[Link]. PEST ANALYSIS
[Link] ANALYSIS FORCE OF CONTROLR.................................................72
[Link] MATRIX BCG .....................................................................................92
6.5 STRATEGYS ...............................................................................................94
6.5.1TIPOS DE ESTRATEGIAS: ....................................................................94
[Link]. MARKETING MIX STRATEGIES ..............................................95
[Link].1 PRODUCT ....................................................................................95
[Link].2PLAZA..........................................................................................97
[Link].2.1 DISTRIBUTION STRATEGIES.........................................98
[Link].4 PRICE .......................................................................................99
[Link].5 PROMOTION:............................................................................100
7. EVALUATION AND CONTROL PHASE103
7.1 Evaluation.................................................................................................103
 7.1.1. Monitoring of the marketing plan...
8. FINANCIAL RESULTS........................................................................104
8.1 BUDGETO............................................................................................104
8.1.1 SALES BUDGETS: .104
8.1.2 COST BUDGET:...........................................................104
8.1.3 MARKETING BUDGET:.....................................................105
8.1.4 BREAK-EVEN POINT:....................................................................106
8.1.5 STATE OF RESULTS..............................................................107
9. CONCLUSIONES .........................................................................................108
10. RECOMMENDATIONS
11. BIBLIOGRAPHY.........................................................................................111
ANNEXS .114
12.1 FOCUS GROUP GUIDE ................................................................................114
12.2 SURVEY .................................................................................................116
 LIST OF TABLES

Table 1 Population Projections ............................................................................30

Table 2 Population by localities .........................................................................32
Table 3 segmentation by sex and age .............................................................33
Table 4 Socio-economic segmentation ...............................................................34
Table 5 Age Range .........................................................................................44
Table 6 Stratification Tabulation..............................................................45
Table 7 Employment Status Tabulation......................................................................46
Table 8 Educational Level..........................................................................................47
Table 9 Purchase Quantity..................................................................................48
Table 10 important attributes...............................................................................49
Tabla 11 importancia de atributos..........................................................................50
Table 12 Payment arrangement................................................................................50
Table 13 purchase intention................................................................................52
Table 14 Month of purchase .......................................................................................53
Table 15 Influencer channels.........................................................................54
Table 16 Payment method ........................................................................................55
Table 17 Purchase intention new jean .56
Table 18 Participation of the Number of Companies and Revenue by Sizeo ....72
Table 19 Product differentiation.....................................................................74
Table 20 Exclusivity of Suppliers.............................................................82
Table 21 Product Differentiatorso ...................................................................83
Table 22 Supplier Changess ........................................................................84
Table 23 Forward Integratione .85
Table 24 Product Differentiation.....................................................86
Table 25 Production Costso .................................................................................88
Table 26 Price....................................................................................................100
Table 27 Break-even point ................................................................................100
Table 28 Advertising Costs.............................................................................102
Table 29 Sales Forecast.............................................................................104
Table 30 Fixed Costs ...........................................................................................104
Table 31 Variable Costs ...................................................................................105
Table 32 Marketing Costs .............................................................................105
Table 33 Payroll..................................................................................................106
Table 34 Break-even point ................................................................................106
{"Tabla 35 Utilida":"Table 35 Utility"}d ..................................................................................................106
Table 36 Income statement .................................................................107
 LIST OF GRAPHS

Graphic 1 Marketing plan phases ...................................................................20

Graph 2 segmentation by consumption ...................................................................34
Graph 3 occupancy rate ..................................................................................36
Graph 4 Target market ....................................................................................36
Graph 5 Age ranged.44
Graph 6 socioeconomic level .............................................................................45
Graph 7 Labor situationl .....................................................................................46
Graph 8 Educational Level .......................................................................................47
Graph 9 Quantity of purchase ...............................................................................48
Graphic 10 Important Attributes............................................................................49
Chart 11 Payment arrangement .............................................................................50
Graphic 12 purchase intention ............................................................................51
Chart 13 Purchase Month.....................................................................................52
Graph 14 Influencer channels .......................................................................54
Chart 15 Payment method......................................................................................55
Graph 16 Purchase intention for new jeans ..........................................................56
Chart 17 SWOT Analysis ..................................................................................68
Graph 18 Participation of the Number of Companies and income by Size .73
Graph 19 Major capitals.................................................................................75
Chart 20 Income, costs, and expenses of the income statements ..................................76
Graph 21 Competitor Comparison..........................................................77
Graph 22 Major Capitals.................................................................................78
Graph 23 Access to distribution............................................................................79
Graph 24 Government Policies ...................................................................80
Graph 25 Main Suppliers.................................................................80
Chart 26 Low profitability...................................................................................87
Graphic 27 product strategy..........................................................................95
Graph 28 Variable costss ...................................................................................96
Graph 29 Cost Tables ....................................................................................98
Graph 30 Distribution Strategies .................................................................98
Graph 31 Advertising Elements ....................................................................102
 LIST OF ILLUSTRATIONS

Illustration 1 Locality data Suba.........................................................................37

Illustration 2 Industrys ...........................................................................................77
Illustration 3 manufacturing of threads and fabrics.................................................................81
Illustration 4 Substitutes...........................................................................................89
Illustration 5 substitutes ...........................................................................................90
Illustration of 6 internal factorss ................................................................................91
Illustration 7 External factors................................................................................92
Illustration 8 DOF MatrixA ......................................................................................92
Illustration 9 BC MatrixG ........................................................................................93
 INTRODUCTION

The entities engaged in manufacturing and clothing products

For many years now, they have been performing an important function.
in society. Previously, this industry met the needs of a
nothing more, which has been changing for various reasons generating
new trends and niches. With the development of society today
clothing has become essential to be able to
satisfy the needs of men and women, especially the latter
genre.

Nowadays, in addition to seeking the satisfaction of needs

consumer the clothing companies are playing a very important role
important because they are related to lifestyle and fashion of a
population that inhabits urban areas.

The business of the manufacturing and garment sector is very different from the
the rest of the sectors because this must consider not only the production of
garments but must consider the requirements and specifications of all
potential consumers in this sector.

All this along with the characteristics of the production process and
consumption, as well as the variability of the service make marketing of the
the clothing sector and current women's trends have a series
of attributes specific to the sector.

Companies today face decisions every day.

due to the continuous changes in the environment, this in order for companies to
adapt to the new challenges

The purpose of this thesis is to contribute our knowledge to the

reality of a Colombian company through a marketing plan
to serve as a tool for making the best decision in production
a new garment in the market. This work will develop a
detailed analysis of the situation of the company Confort Jeans, both internal
as an external factor, applying the analysis of the PEST and SWOT matrices, it
they will name the goals, objectives, and strategies of the marketing plan for
carry out an analysis and draw the respective conclusions.

12
 1. STATEMENT AND FORMULATION OF THE PROBLEM

1.1 PLANTEAMIENTO

The constant variability of current business conditions and the

the increasingly strong demand from the market has led entrepreneurs to
increase its markets with a high level of quality and continuous development.

The idea of establishing a marketing plan is to bring benefits in a way

permanent, both to the manager and to future consumers. Similarly
way has been identified that for a future the market will
will be characterized by the need for modern clothing, with designs
exclusive quality and perfect fit that stylize the woman's body
Colombian. It is in this niche that Confort jeans will have the opportunity to
generate new niches by taking advantage of competitive advantages.

This marketing plan will cover research, study and

knowledge of the new product, For this reason the line has been selected
tailored jeans with abdominal control. It influences this potential group of
I consume the socioeconomic aspects of the country, especially in the city of
Bogotá. According to statistics in Bogotá, strata 3 and 4 account for 59%
from the income for clothing purchases causing an emphasis
important in this garment.

It is important to highlight that there are recognized brands such as Kenzo.

Zara and Studio F have a privileged position in the market with
a reminder in consumers, thanks to the time and investment in
advertising and marketing that will be very difficult to counter.

But despite this, the design department of Confort Jeans sees a

business opportunity offering clothing such as jeans with quality,
customization and low prices that will make them competitive against the
different brands.

This is why Confort Jeans requires the design of a marketing plan.

that allows him to identify new, more efficient strategies that have as
to provide satisfaction to Colombian women with the design of this new
jeans line.

It is important for management, production, and distribution to participate and

involve to a high degree in everything related to marketing. Thus

13
may concentrate all their efforts and actions on the success of the launch
this new product has generated growth for the company.

1.2 FORMULATION

The design of a marketing plan for the company Confort Jeans will allow
make the decision in the successful marketing of a new product, such as
Are they fitted jeans with abdominal control band? That guarantees their
optimal brand and product positioning, achieving recognition in
the market?

14
 1.3. JUSTIFICATION

In an era of globalization and high competitiveness of products or

services, it is necessary to be alert to the demands and expectations of the
market, for this, it becomes vitally important to ensure or predict success
of companies through the use of techniques and useful tools to achieve
its purposes.1

Under this scenario, the study of markets and a plan is important.

marketing as a fundamental tool for decision making in the
initiation, growth, and permanence of a new product in the market.

The reason why, at the theoretical level, the present project uses the application.
of the concepts and tools of marketing, necessary to achieve making
decisions that allow for the launch of a new product in the company
Comfort Jeans in the city of Bogotá for the year 2017.

As students of marketing management and sales strategies, one must

to consult and apply the definitions of various authors to establish
the appropriate concepts for the development of the work.

Regarding the use of methods and tools, the market study

necessarily requires the design of an instrument, which must be used
to throw the necessary results to draw conclusions about the
success possibilities of the new product in the market it aims for
arrive.

Por último, mediante la observación y análisis, debe ser posible establecer

other sector criteria that support the design of strategies to achieve the
company objectives. On a practical level, this work can be a
contribution to the commercial growth of Confort Jeans, also generating
growth of employment and the economy in Bogotá D.C.

1Available in Internet: [Link]

13/market/[Link]

15
 2. OBJECTIVES

2.1 GENERAL OBJECTIVE

Formulate a marketing plan for the commercialization of custom jeans

with abdominal belt for the company Confort Jeans, in order to identify
marketing strategies with quality and price that meet the needs and
the expectations raised that allow positioning and maintaining in the
clothing market for this new product in the city of Bogotá.

2.2 SPECIFIC OBJECTIVES

Conduct a competitive analysis in the jeans market.

measurement with an abdominal control band in the city of Bogotá for the
Confort Jeans company for the year 2017.

Identify the general characteristics of the jeans market.

history, consumer behavior, motivators, influencers
and determiners when buying jeans.

Develop an analysis of the current state of the company Confort Jeans.

internal and external level, using the different matrices. (SWOT,
PESTAL, 5 FORCES OF PORTER, BCG

Develop the relevant points on tactical marketing, defining the

tactics for the product, distribution, promotion, and price in order to
to concretize with this the way to achieve the marketing objectives.

Determine the investment in financial resources that are needed

Comfort Jeans for the development of the marketing plan

16
 3. REFERENCE FRAMEWORK

3.1 THEORETICAL FRAMEWORK

3.1.2 MARKETING:

The development of this project is of great importance therefore it

must know, address, and understand the general basis of marketing, for this
The reason will mention some authors who work on the concepts of
marketing

Marketing is 'activities in the field of business that direct the flow'

of goods and services from the product to the consumer, planning, and leading to
cable the design, the pricing, the promotion, the distribution of ideas,
goods and services creating exchange to meet the needs for
achieve the objectives of the individual and the organization.2

Marketing is a social and administrative process by which...

people and groups obtain what they need and want, creating
products and values and exchanging them with third parties.3

Marketing is the process of planning and executing the concept,

pricing, promotion, and distribution of ideas, goods and
services to create exchanges that satisfy individual goals and
from the company.4
Marketing is the process of creating, distributing, promoting, and pricing goods.
services and ideas to facilitate the satisfaction of exchange relationships in
a dynamic environment5

Marketing is a social and administrative process through which

individuals and organizations obtain what they need and want by creating and
exchanging value with others6

2American Marketing Association 1960–1985. [Link]

3LAMB, C., BROWN, C. Conceptual and Theoretical Developments in Marketing. American Marketing
Association. Chicago, 1998. p. 120
4PRIDE, William M. Marketing: conceptos y estrategias. Colombia: McGraw-Hill Interamericana, 1997.

p. 97. 17
5KOTLER P., AMSTRONG G. Mercadotecnia. Prentice Hall. Sexta Edición. México 1996. p. 5 2.
6 KOTLER P., AMSTRONG G. Marketing. 2012. Mexico. p. 5.

17
After understanding some concepts about marketing, it is also
It is necessary to know about marketing management in order to conduct a
order and control of it.

Marketing management is 'the analysis, planning, execution and

the control of the programs designed to create, build and maintain
beneficial exchanges with target buyers in order to achieve
the objectives of the organization7

Every business requires that marketing activities be

completely coordinated and well managed; and that the manager of
responsible marketing should have participation in each of the stages of the
company planning. Thus, it can be determined that all
organization that performs marketing must coordinate the direction and carry out a
control to be able to identify in time if it is necessary to make modifications
relevant to the established strategies that lead to fulfilling the
objectives.

3.1.3 MARKETING PLAN

Every company designs a strategic plan in order to achieve its objectives.

proposed goals, this plan can be short, medium, or long term,
depending on the scope or magnitude of the company. Likewise, it
must propose a mission and vision

For the development of this project, the plan will be taken into account.
marketing proposed by Philip Kotler, who states "The marketing plan serves
to document the way in which the objectives will be achieved
organization through specific marketing strategies and tactics,
starting from the client8The marketing plan aims at the options
chosen by the company to ensure its development over a period
determined, this is one of the main actions for obtaining
results, provides the company with a current and future vision, Stimulates reflection

7 KOTLER AND ARMSTRONG. Op. Cit. p.12. 5 CRAVENS, W. David, Management of

Marketing, Ed. CECSA, 2nd ed., Mexico, 1993, p. 17. 18
8 KOTLER P., AMSTRONG G. Marketing. 2012. Mexico.

Adapted from Martinez, 2001 "To develop a Marketing Plan

basically it is necessary to follow some phases that ensure its coherence and
objectivity

18
and the best use of resources, Results can be controlled and evaluated
and activities based on the set objectives.

The following are some benefits of a marketing plan:

Facilitates the progressive advancement towards the achievement of the objectives.

Detail all the specific marketing variables.
It is aimed at achieving the objectives.
It is practical and realistic regarding the goals and ways to achieve them.
It is flexible and allows for adaptation to changes.
It allows the analysis of the different strategies The budget
economic must be real.
It allows the setting of dates and deadlines.
It facilitates the assignment of responsibilities.
Facilitates the setting of profitability objectives.
Increase business growth.
Provide a working document.
Facilitates the evaluation processes

For the proper development of a marketing plan, certain phases must be followed.
that allow its application, these phases are:

19
 Graph 1 Stages of the marketing plan

SOURCE:[Link]

1. Executive summary:

It consists of a brief summary of the main strategic objectives.

and commercial, in addition to the recommendations for the plan of
marketing.

2. Current situation of marketing:

Know the market and its main segments, the needs

of the consumer or client, review prices and margins of the products
from the line, know the strong competitors, sales indicators with
its trends, channels, and distribution.

3. Analysis of threats and opportunities:

Evaluate the main threats and opportunities that the product and/or
service will face it that will help anticipate positive events and

20
 negatives that have an impact on the company and its strategy
posed.

4. Objectives and key aspects:

Clear and executable marketing objectives are established that the company
I want to achieve it in a short cycle or time, which will also allow you to
analyze the key aspects that may affect its achievement.

5. Marketing strategies:

It refers to the specific strategies for each element of the

marketing and must indicate how each of them will react to
the threats and opportunities.

6. Action programs:

This refers to asking questions such as what will be done, who is the
responsible, how much will it cost, etc.

7. Budget and controls:

A projection account must be made where the specifications are indicated.

losses and gains. And the control that is to be recorded must be left
will carry out to monitor progress and thus determine compliance or
of the objectives.

3.1.4 STRATEGIC MARKETING MIX

Product:

The product is a good or service offered in order to satisfy the

consumer needs. Being the most important aspect of tactical marketing.

Ketler and Keller refer to the levels that the product has.
son beneficio básico, producto básico, producto esperado, producto
increased and potential product, which adds value to the
consumer.

The first level called basic benefit is what you are interested in acquiring.
consumer, then at the second level that basic benefit becomes a

21
basic product; then in the third level is the expected product
that is to say all those characteristics, conditions or attributes that the
consumers generally expect when acquiring a product, in the
fourth level we find the increased product which is basically one that
that exceeds consumers' expectations and at the fifth level it
find the potential product that includes all modifications or improvements
that the product could have in the future, and it is here where the
companies can increase customer satisfaction and differentiate their
competitor products.

Precio:

It is the value that the customer is willing to give in exchange for the benefits of
to have or use a product or service. Pricing is key to creating
and capture customer value. McDaniel et al. (2002) propose that the price is
everything that is given in exchange with the aim of acquiring a good or a
service, prices are vital for generating income and these in turn are the
key to generating profits.

There are six different ways to determine the indicated price for the
productos:

1. Price skimming: a price is set higher than that of the

competition in order to skim the profits at the highest levels
Market heights are generally used in the early stages of
product life cycle in order to recover research costs
and marketing development, although it can also be used for the purpose
to segment the market based on price.

2. Penetration pricing: The goal is to maximize sales, generate

reliability in the market and increase its share to a
initially low price, it is ideal when customers are price sensitive
price of the product or when new competitors enter quickly
to the market.

3. Prestige pricing: prices are set at the highest level of all.

the competing products in a certain category, is viable in the

22
 situations in which it is difficult to objectively determine the true
value of the product.

4. Value-based pricing: low prices are set by offering

superior quality and excellent customer service, is used
generally in retail sales.

5. Match the competition: it is based on matching prices and changes.

of competitors' prices, this approach is used extensively
measured by the oligopolies.

6. Non-price strategies: they are viable in cases where the

the product successfully differentiates and competitors cannot imitate
the characteristics of the product and the market.

Square:

It is the channel or channels of distribution designed for the product to arrive

to the consumed that represent papers of great importance in the process
of marketing a product, some of its functions are that of
provide time, location, property utility for customers,
increase the efficiency of the flow of goods throughout the process. The
direct distribution channels are the shortest route and in some cases
the most efficient since producers interact directly with
buyers; indirect distribution channels include the service
of intermediation, which makes it a longer route and therefore in
sometimes more expensive.

Promotion:

They are the strategies designed to communicate the information of a product.

and manage to influence the feelings of consumers by making it one
purchase option. Cravens and Piercy (2007) suggest that the strategy of
promotion consists of the planning, implementation, and control of the
organization communications with consumers, strategies
how positioning and the definition of target markets are
responsible for guiding the decisions made regarding promotion.
The promotion strategy is a fundamental part of the marketing mix.
since they allow interaction between the organization and its target market.

23
3.1.5. MARKET RESEARCH PROCESS

Market research is the most relevant when it comes to

marketing, since through this tool the organization can
identify and analyze a specific set of data in order to
find opportunities and solutions to potential problems of
marketing. 'Market research includes a series of steps between
which we can include the collection, analysis, and dissemination of the
information9

First, the market research problem must be defined, and thus

determine the type of information required in the solution of it
problem, the information is analyzed and with the findings a decision is made
the decisions.

The key in a marketing plan lies in the information that

Researchers should be precise, this must be taken into account.
some types of prior information such as the current performance of
product, the pricing policies that the company manages, the efficiency of
the distribution and the promotion and sales strategies, therefore
It is also necessary to conduct a rigorous situational analysis of both the
company as its environment and a complete analysis of the new product.

To carry out a research process it is essential to anticipate all

the steps:

Step 1: Need for Information: One must understand why and for
what is required is the information in order to facilitate the process in decision making
of decisions.

Step 2: Research Objectives: Once the

information needs have been identified and the marketing problem has been identified.
the objectives of the research must be outlined, that is, they must be
set the goals.

Step 3: Determine the sources of information: It must be determined if

There is information available from internal sources that are the
that include studies or research conducted previously or if the
available information comes from external sources, if the data is not
available through none of these sources the next step is
collect new data.

9(Malhotra, 1997, p. 9).

24
 Step 4: Formats for data collection: A format must be designed
where it is possible to determine the possible answers to the questions that
are part of the research and provide the necessary information
to facilitate decision-making.

Step 5: Sample Design The units must be selected

population to be included in the study.

Step 6: Data Collection Includes a field workforce, its

selection, training, supervision and appropriate evaluation allows
reduce errors in data collection.

Step 7: Data Processing Involves reviewing the formats of

data in terms of readability, consistency, and completeness
they are, coding involves the establishment of categories for the
answers in such a way that can be represented with numbers each
category.

Step 8: data analysis: The purpose of this step is to produce the

information that will help solve the problem, at this point they must
take into account some statistical techniques that help us analyze
the differences between variables, the relationship between them or to carry out
projections.

Step 9: presentation of the results It is the tangible part of the effort of

research, management decisions are based on this report that
it is generally presented in written form, in this document there
They present the conclusions that resolve the research problem.

3.2 CONCEPTUAL FRAMEWORK

Marketing: 'Marketing is everything that is done to promote an activity,

from the moment the idea is conceived, to the moment the customers
they begin to acquire the product or service on a regular basis. The
key words in this definition are all and regular basis.10

10 Jay C. Levinson in a book he published in 1985, titled Guerrilla Marketing

25
Marketing mix: 'controllable variables that the company can use to
influence the buyer's response11

Potential market: "it is the group of people where the product is targeted"
or specific service. Customize: do something to the taste and measure of a
GDP: Gross Domestic Product, it is the sum of everything that is produced
a country. Business plan: It is a way to structure and organize some ideas
business for its future development.

Marketing: Introduction of a new product to the market.

Market: "Group of customers who can purchase a particular product and

they have the resources, the willingness, and the ability to acquire it.12

Marketing plan: "Document that summarizes the knowledge about the

market, the marketing strategies and the concrete plans to use for
achieve marketing goals and financial objectives.

Product: "a set of tangible and intangible attributes that encompass

packaging, color, price, quality, and brand, plus the services and the reputation of
seller; the product can be a good, a service, a place, a person or
an idea13

Price: "(in the strictest sense) the amount of money charged for a
product or service. In broader terms, the price is the sum of the
values that consumers give in exchange for the benefits of having or using
the product or service14

11 Phillip Kotler, “ Marketing Management” , Prentice-Hall, USA, 1975

12 (Williams, Zikmund & D'Amico, 2002, p.368).
13 Stanton, Etzel, and Walker, authors of the book 'Fundamentals of Marketing',
14 Philip Kotler and Gary Armstrong, 'Fundamentals of Marketing'

26
Manufacturing satellite: it is a production factory that receives cuts of
Fabrics of a specific brand to finish the garment's production.

Outsourcing: it is bringing a production process to a company that

specializes in this process to reduce costs.

Market segmentation: "It consists of dividing a heterogeneous market

in segments that share certain characteristics.15

Marketing: "Phase of developing new products in which it is necessary to

improve and establish large-scale marketing and manufacturing plans
and budgets must be prepared for the product16

Distribution channel: "A series of firms or individuals that participate in the flow
from the products from the consumer to the final consumer user.
(Perreault.2000).

Competition: competition exists when buyers and sellers interact

to obtain better conditions in the market
Product positioning: 'Decisions and activities that are directed'
towards the fact of trying to create and maintain in the minds of customers a
determined concept of the company's product.17

Added value: It is the value that products or services acquire in the

productive process by the company that develops them.

Market research: the design, obtaining, analysis and

15 (Williams, Zikmund & D'Amico, 2002, p.374).

16 (Ferrel & Hartline, 2007, p.826).
17 (Ferrel & Hartline, 2007, p.840).

27
systematic presentation of data and relevant findings for a
specific marketing situation facing the company

Target market: "the specific segment of a total population in which the

retailer focuses its marketing expertise to meet that
submarket, with the aim of achieving a certain profit18

Brand: "is a name, term, sign, symbol, design or combination of the

the same, which identifies products and services and helps to differentiate them
as belonging to the same supplier; The brands can be local,
national, regional or global scope19

Offer: "Combination of products, services, information or experiences that

is offered in a market to satisfy a need or desire.20

competitive advantagevaluethat onecompanyis capable of creating for its

clientsin the form ofpricesyounger than those from thecompetitors for
benefitsequivalents or by theforecastofproductsdifferentiated whose
incomeexceed [Link] advantage21

18 American Marketing Association (A.M.A.)

19 Richard L. Sandhusen
20 Kotler, Armstrong, Cámara and Cruz, 'Marketing'

21 Creation and maintenance of superior performance published in 1985, Michael

E. . Porter

28
 4. METHODOLOGICAL DESIGN

4.1 TYPE OF STUDY

According to the objectives set out earlier, it was considered that the type
the study that must be conducted is descriptive, as it allows for the identification of the
wishes, habits, and needs of consumers when acquiring a
garment and from this establish specific behaviors that
can be associated through different research variables.

4.1.1 POPULATION

Women aged 25 to 45 years. From social strata 3 and 4 of the city of Bogotá.
specifically in the locality of Suba.

4.1.2 SAMPLE:

The sampling method is simple random probability.

this formula will be applied to the total population.

4.2 TARGET MARKET ANALYSIS AND SEGMENTATION

4.2.1 SOCIO-DEMOGRAPHIC SEGMENTATION

The custom-fit jeans with abdominal control waistband are aimed at

Women between the ages of 25 and 45 in the city of Bogotá from strata
3 and 4 that are characterized by being independent, modern and caring
to look and feel good, knowledgeable about current fashion and looking for a pair of jeans
of quality and design that shapes it by correcting some imperfections,
enhancing her beauty and giving her freedom and comfort at any time

29
4.2.2 PSYCHOGRAPHIC SEGMENTATION

Through this type of segmentation, we find that our market niche

It is made up of people from middle social strata, where there are
moderate economic restrictions, families located in that stratum
socioeconomic groups are generally made up of two or three people, in
where we find at least one woman in the age range, our
target; they are young, modern women who are very emotional, emotional with
great expectations always looking towards the future, due to the pace of life
They are currently practicing, they do not miss opportunities, they are always improving.
with high standards of demand, they love themselves, they have big
dreams are taken care of, are respected, take time for her and are maintained
updated, they are independent, responsible and very active, always
they want to look and feel good, that the clothes fit them exactly as
they want the colors to delight them just like the design, to stand out
their best attributes, to be comfortable, to feel beautiful and well put together
anywhere.

4.2.3 GEOGRAPHIC SEGMENTATION

According to the results of the General Census 2005, the population

colombian corresponded 41,468,384 inhabitants according to the census
population-based, as shown in the following table: the projection of the
Colombian population from 2006 to 2020, taking into account some
demographic variables such as: levels and trends of fertility, levels
and trends in mortality, infant mortality, life expectancy at birth,
levels and trends of migration, trends of international migration,
fertility trends, mortality scenario, etc.

It is observed that the estimated population for the year 2016 corresponds to
49,291,925 inhabitants for the Colombian territory

Table 1 Population Projections

Projections 2006-2020

30
Year Population

2006 43,405,387

2007 43,926,034

2008 44,450,260

2009 44,977,758

2010 45,508,205

2011 46,043,696

2012 46,581,372

2013 47,120,770

2014 47,661,368

2015 48,202,617

2016 48,747,632

2017 49,291,925

2018 49,834,727

2019 50,375,194

2020 50,912,429
Source: National Administrative Department of Statistics (DANE)

4.2.4 GEOGRAPHICAL ASPECTS OF THE CITY OF BOGOTÁ

In Bogotá, the population projections made by DANE estimate a

population of 8,051,666 people for 2011, a figure that corresponds to 17%
approximately of the total national population. The growth rate
The average annual population recorded during the period 1990-2005 was
of 2.5%, if the population is maintained it will increase each year by about
154,000 inhabitants until reaching 7.9 million people in 2010.

The following table shows the projected population calculation for the city.
from Bogotá, by localities and by genders, where it shows that for 2016

31
el número de hombres total corresponde a 3’861.64 y de mujeres 4’188.377
for a total of 7,980,001 inhabitants from all the localities of the city of
Bogotá
Table 2 Population by localities

Source: District Planning Secretary Table No 3

32
4.2.5 SEGMENTATION BY GENDER AND AGE
Table 3 segmentation by sex and age

LIST OF PAINTINGS
2015
GROUPSOF
NOMB_LOC BOTH
AGE MEN WOMEN
GENDERS
Bogotá Total 3,810,013 4.068.770 7.878.783
Bogotá 0-4 309.432 293.798 603.230
Bogotá 5-9 306.434 291.748 598.182
Bogotá 10-14 309.819 295.249 605.068
Bogotá 15-19 325.752 316.724 642.476
Bogotá 20-24 338.888 331.072 669.960
Bogotá 25-29 319.048 316.585 635.633
Bogotá 30-34 313.458 344.416 657.874
Bogotá 35-39 293.158 321.621 614.779
Bogotá 40-44 254.902 281.441 536.343
Bogotá 45-49 242.123 274.714 516.837
Bogotá 50-54 225.926 263.777 489.703
Bogotá 55-59 183,930 222.154 406.084
Bogotá 60-64 138.521 171.404 309.925
Bogotá 65-69 101.631 128.566 230.197
Bogotá 70-74 68.583 90.087 158.670
Bogotá 75-79 41.392 62.014 103.406
Bogotá 80 + 37.016 63.400 100.416

Source: National Administrative Department of Statistics (DANE)

The table above shows us the number of inhabitants of the city of Bogota.
In the year 2015 by sex and age, from where we highlight the target population.
from the study, in the city, finding that the number of women in the range of
the age range of 25 to 29 years corresponds to 316,585, followed by the age range
de 30 a 34 años con 344.416 mujeres, 35 a 39 años con 321.621, 40 a 44 años
with 281,441 in conclusion the sum of women in the age range of 25 to 45
The population in the city of Bogotá for the year 2015 is 1,264,063.

33
4.2.5 SOCIO-ECONOMIC SEGMENTATION

Table 4 Socioeconomic segmentation

Source: National Administrative Department of Statistics (DANE)

The previous table shows, according to statistics from the department

National Administrative Department of Statistics: DANE, the number of inhabitants of
the city of Bogotá, by socioeconomic strata,

The population targeted by our research is aimed at the strata

socioeconomic groups classified as levels 3 and 4 which represent
a total of 3,374,646 inhabitants, located mainly in the localities,
Antonio Nariño, Kennedy, Puente Aranda, Fontibón, The Martyrs, Neighborhoods
united, rise, Usaquén, Candelaria.

4.2.6 SEGMENTATION BY CONSUMPTION

Graph 2 segmentation by consumption

Source: National Administrative Department of Statistics (DANE)

34
According to the previous table of consumption by strata in the capital in which
food, housing and services, communications, education, health
transport, beverages and cigarettes, communications, education, health
transporte, artículos del hogar, vestimenta, bienes, restaurantes, recreación
For our research, we will take into account what relates to clothing in
it can be observed that stratum 1 accounts for 2% of clothing consumption,
stratum 2 contributes 12% of clothing consumption, stratum 3 contributes the
36% of clothing consumption, tier 4 contributes 23% of consumption in
clothing, stratum 5 contributes 13% of clothing consumption, stratum 6
contributes 14% of the clothing consumption. In conclusion, the levels
socioeconomic 3 and 4 subjects of our research are the most
representatives at the time of investing in Clothing contributing 59% of
consumption compared to other socioeconomic levels

4.2.7 SEGMENTATION BY OCCUPATION

The following graph shows the occupancy rate by gender during the period.
understood in the years 2007 to 2015 the years in the city of Bogotá,
we will now analyze the female employment rate that is the subject of our
Research: it is observed that for the year 2007 the female employment rate
It was 49.9%, by 2008 the female employment rate was 51.6%, for
In 2009, the female employment rate was 52.1%, and by 2010 the rate of
female employment rate was 54.7, by 2011 the employment rate was 58.0,
In 2012, the female employment rate was 58.5%; by 2013, the rate
the female employment rate was 59.4%, for 2014 the employment rate
the female rate was 59.7%, by 2015 the female employment rate was
58.9%. In conclusion, a progressive increase in the percentage is observed.
female occupation in the city of Bogotá, there is a slight decline in
the last year 2015 where there are 1,977,846 employed women in
different occupational positions, if we take into account the number of
women in strata 4 and 5 corresponding to 541,424 according to the table of
classification by gender and stratum, 58.9% of employed women for the
City of Bogotá in 2015 our target population is 318,899 women.

35
Graph 3 occupancy rate

Occupancy Rate in Bogotá by gender (%) 2007-2015

Source: DANE–GEIH. Calculations Economic Development Observatory of Bogotá

4.3 SAMPLE POPULATION

4.3.1 TARGET MARKET

Chart 4 Target Market

36
The figure shows a projected Colombian population according to DANE.
based on the 2005 census taking into account the demographic variables of
48,747.632, then the population for the city of Bogotá is shown according to the
District Planning Secretariat with 7,980,001, from this population it was taken
consider the socioeconomic strata 3 and 4 in which we find a
the number of inhabitants for the city of Bogotá of 3,374,646 was classified by
female gender with a total of 1,742,739, the number of women was calculated.
in ages from 25 to 45 years amounting to 541,424, from these, the women whose
occupation corresponds to the target population of the research 318,899

4.4 OVERVIEW OF THE LOCALITY OF SUBA.

With Agreement 2 of 1992, the locality of Suba was established, preserving

its limits and nomenclature, managed by the Local Mayor and the Board
Local administrator, with a total of 11 council members.

Illustration 1 Locality Data Suba

Location of Suba

4°44′28″N 74°05′02″OCoordinates: 4°44′28″N 74°05′02″O (map)

Coordinates

• Coordinates 4°44′28″N 74°05′02″O

Entity Locality

• Country Colombia

37
 • District Bogotá

Local Mayor Édgar Andrés Sinisterra

Subdivisions 12UPZ

Surface

Total 100.56 km²km²

Altitude

Media 2700 m above sea level.

Population(2015

DATA

Total 1 161 500 hab.

Source: Available at: [Link]

The locality of Suba is the 11th of the 20 in the Capital District of Bogotá. It borders
to the north with Chía, to the west with Cota, to the east with the Northern Highway
and to the south with the Juan Amarillo River and the locality of Engativá.

Its name comes from the muisca language Zhuba ('my face' or 'migraine’).
quinoa.

Geographically, the territory has green zones, especially in the hills of

Suba and La Conejera, as well as small plains that little by little the
Urbanization has caused a decrease, surviving only in the west.

In the socio-economic sphere, the locality has a large residential area, without
embargo with activities of industries, commerce and services, especially in the
south side.

The neighborhoods Villa Maria, La Gaitana, Tibabuyes are some of the most
dangerous areas of Bogotá, with a representative violence index of 20% of the
capital

38
Economy: the main activities of Suba are the cultivation of flowers for the
export, services and especially commerce, standing out the
presence of large shopping centers such as Bulevar Niza, Center
Suba, Outlet (Bima), Imperial Plaza and Santafé Shopping Center.

Neighborhoods of the southeastern area: Niza, Las Villas, and Bulevar. Includes among others
the neighborhoods of Andes, La Floresta, Puente Largo, Pontevedra, Santa Rosa, San
Nicolás, Morato, La Alhambra, Malibú, recreation of the Friars, Batán, Niza,
Córdoba, The Villas, North Garden City, Calatrava, Casablanca, Hill
Campestre, Summer Meadow, and Mazurén.

Neighborhoods of the northeastern area: San José de Bavaria, Del Monte, Granada
Norte, Villa del Prado, Nueva Zelandia, Santa 50 Catalina, Mirandela,
Vilanova, Guicaní and San Pedro.

Neighborhoods of the southwestern area: Campiña, Pinares, Tuna Baja, La Pradera,

New Suba, Aures 1 and Aures 2, Alcaparros, Catalonia, Blue Coast, Lakes of
Suba, Corinto, El Laguito, Villa Maria, La Chucua Norte, El Rosal de Suba, El
Rincón, El Rubí, Bilbao, fontanar del río, La Gaitana, Tibabuyes, Lisboa, Berlín
and Villa Cindy, Sabana de Tibabuyes.

Suroccidente neighborhoods: To the north is the Guaymaral sector, to the

nororiente La Academia y en el occidente el sector de Corpas con una clínica
which bears its same name, in addition to the paths where there is a large amount
of flower crops along the road to Cota where the military school stands out.
Marshal Sucre

Demography: two well-defined characteristics are observed: the first is that

can be classified as young. The age group with the highest representation
(59%) is the age range under 30 years, with a notable population of 25
at 29 years old with an approximate participation of 10.28% of the total population
local.

The second characteristic is the composition by sex according to which the

women are 53.4% and men are 46.6%. This constitutes a
similar distribution compared to the city averages. Maintaining the profile
young people in the locality, women between the ages of 25 and 29 are the most age group
representative.

As a result of this distribution and the behavior of the market of

work, the economic dependency index is 0.48 compared to 0.55 in
Bogotá.

39
In Suba, for every 100 inhabitants of productive age, 44 people depend on them.
51 minors under 15 years old and 4 seniors over 65, this result allows us to affirm that
The local population is economically supported by 67% of its inhabitants.22

4.5 PANORAMA OF THE CLOTHING INDUSTRY IN COLOMBIA

4.5.1 MANUFACTURING IN COLOMBIA.

What is known today as the Colombian textile industry originated in 1906,

when the first two large textile factories were created. Almost 100
years later, it is an emblematic industry that ranks fourth within
of the national economy. According to the DANE report, the export of
clothing increased by 20.7%. The birth of a new technical culture and
business-oriented, leveraging new technologies to 'streamline' cycles
productive and greater efforts in innovation and marketing are the basis of
the challenges that the industry has to face to achieve greater
competitiveness in new markets. Much has been said about fashion
Colombian and its industry, which definitely moves figures every year in
businesses, inside and outside the country. In the apparel industry, opportunities arise
paths to international niches that have recognized the quality of the product
national. With almost a century of tradition, the clothing and textile sectors
In Colombia, they are among the most important in the world because of the quality of their work.
and for the volume they produce.23

Historically, the Textile-Clothing sector has played a role

fundamental in the Colombian economy, thanks to its effect on employment,
the business dynamics and the drive for the country's industrialization.

The Textile-Clothing sector is composed of various processes and actors.

strategic; first of all are the suppliers who install in the
market the primary inputs of the industry including materials and fibers
(naturales como algodón y lana y/o sintéticas como Poliéster y nylon); en
second place identifies the textile companies

22Available at: [Link]

230 TODARO, Mike, Colombia con moda, En: Revista Dinero. Bogotá, núm. 213, Septiembre
from 2004. Pages 37-38.

40
(spinning, weaving) those in charge of the manufacturing process with
the preparation and transformation of the Thread (Fabric, finishing, embroidery,
printing, dyeing, etc.); followed by the clothing manufacturing companies in charge
the development of final products and the offer of complementary services
for different industries (Clothing industry, home products, among others);
finalizing are the companies dedicated to marketing (for
wholesale and retail) through different channels and the end consumer.

The textile-clothing sector develops throughout almost all of Colombian territory;

however, there are some main hubs like the cities of Bogotá,
Medellín and Cali. It is observed in Economic and Financial Studies that The
48.61% is concentrated in Bogotá (especially artificial and synthetic fibers,
wool yarns, tapestries, wool rugs, and garments), 28.83% in
Antioquia (strong in the production of flat cotton fabrics and their blends,
cotton clothing in knitted fabric and knitted fabrics made of synthetic fiber
synthetic, and clothing), 6.03% in Valle del Cauca, 3.62% in Atlántico,
3.14% in Risaralda, 3.02% in Santander, 2.05% in Cundinamarca,
1.21% in Tolima and 1.09% in Norte de Santander and 2.41% distributed in the
rest of the country. Currently, there are 3 regional clusters in the sector with their
especialización: Antioquia (textil, confección, diseño y moda), Bogotá (moda)
and Tolima (manufacturing). Additionally, new clusters are being generated in
Atlantic (design and clothing) and in the coffee axis (clothing).

Colombia represents 1% of textile and apparel exports.

In the world, China is the main exporter with 30.7% of the global market.
30.7% (4.6% from 1980), along with the European Union at 26.8% in Colombia.
During 2012, exports from the textile sector reported a drop of -
2.8% compared to 2011 (US$15.717 million FOB) and garments
reported a growth of 8.4% (US$45,330 thousand FOB).

4.5.2 JEAN MARKET IN COLOMBIA

The production of jeans has been very important in the country, as most of it.
these are made with high-quality raw materials,

Who doesn't have a garment made of denim in their wardrobe? Jeans.

it arose as a garment for combat, for work, and today it strolls through the
bridges of the most sought-after fashion capitals, is part of fashion
urban all over the planet.

Between January and October 2013, 34.9 million were sold in Colombia.
units of jeans for men and 13.59 million units for women,

41
what it left for the manufacturers and distributors the not insignificant sum of
1,358.9 million pesos in purchases.

Antioquia consumes 29% of the denim sold in Colombia; Cali, 9%;

and Barranquilla, 7%.

It is estimated that there are about 500 textile factories in the world that are dedicated to
to the denim market, and Colombia is a key player, as some of the brands
most recognized on the planet

Clara Henríquez, director of Commercial Platforms at Inexmoda (the

Institute for Export and Fashion), states: "We say that it
the best of our lives happens in jeans and we always want to be in them
jeans for everything, for all our invitations. They are comfortable garments, that
Although they have been in the market for years, they have the ability to reinvent themselves.
agreement with the occasion and the consumer's lifestyles.

The jeans grow with you.24

Jeans are the favorite base for men, women, and children. It is a base.
present in uniforms, in all clothing universes and has been so for some time
Years began to be seen on the runways of Paris, in haute couture jackets.
It is a noble garment, it adapts to the circumstances and has the height to
"to rise and the dignity to lower"25

Add that 'fashion is a crazy topic. The consumer has a voice and a vote in
what you spend your money on doesn't just stay in what the brand suggests, but
what search a that one what the interpret.
The world and fashion are ever-changing, trends shift, but
definitely "everyone is wearing jeans," concluded the executive of
Inexmoda.

Colombians are characterized by having a very low savings rate.

allocating a very high percentage of their income to consumption.

The demand for high-quality products with an attractive aesthetic created

a special class of consumer behavior, giving a lot of value
especially to possession and purchase.

24 The eternal jeans sell like hot cakes.

149522
25Clara Hernandes, Executive Director of INEXMODA

42
 5. STRATEGIC MARKETING

This chapter will discuss the characteristics of consumers.

the jeans, their profile, needs, consumption habits that are necessary
to establish marketing strategies for the company Confort
Jean in the city of Bogotá D.C.

5.1 CONSUMIDOR:

5.1.1 TARGET MARKET ANALYSIS:

In order to identify the consumer to whom the product will be directed,

conducted a market research to understand the perceptions of the
final buyers.

A survey is conducted among women in the city of Bogotá D.C. in the locality.
from above, to determine their interest in acquiring a custom-made jean
with abdominal control belt, likewise your expectations regarding
price and purchase quantities.

The following will be the type of questions and their analysis.

Sample:

For the application of surveys, the sampling method used is

simple probabilistic, because it determines the population size to
who the product will be directed to. Women from the locality of Suba will be taken.
in the city of Bogotá D.C. at the exit of the shopping malls, one
171 surveys were conducted with the following characteristics:

95% reliability, p = 0.0.5%

a 7.8% error q = 0.05%.

[Link]. ANALISIS DE LA ENCUESTA

43
 What age range are you in?
Graph 5 Age range

AGE

18% 17% less than 25

from 25 to 35

from 35 to 45
34% 31%
more than 45

Source: Authors

Considering the selected target, only 66% of the surveys applied.

(112 women) are within the age ranges.

Table 5 Age Range

Age range personas percentage

Under 25 years 29 17%

From 25 to 35 years old 53 31%
From 35 to 45 years old 59 35%

More than 45 years 30 18%

As observed in the previous graph, the highest number of respondents is found

in the age range of 35 to 45 years with 35%, followed by the age range of 25 to 35 years with 31%
over 45 years with 18%, finally the ages under 25 years with a percentage
of 17%. We can conclude only 66% of the surveys applied (112 women)
they are within the age ranges.

44
What stratum does it belong to?

Chart 6 socioeconomic level

LEVEL
SOCIOECONOMIC
stratum 1 stratum 2 stratum 3 stratum 4 stratum 5

0% 0% 0%

10%

90%

Source:
Project authors
Table 6 Stratification Tabulation

Stratum personas Percentage

Stratum 1 0 0%

Stratum 2 0 0%

Stratum 3 154 90%

Stratum 4 17 10%

Stratum 5 0 0%

As shown in the previous graph, 90% of the surveyed women belong to the
stratum three, followed by stratum 4 with 10%. In conclusion, 100% of women
The surveyed individuals are between 25 and 45 years old, which means it is not eliminated.
no survey at this point

What is your employment situation?

45
Graph 7 Labor situation

LABOR SITUATION
3%

employee
unemployed

97%

Source: Project Authors

Table 7 Labor situation tabulation

Labor situation personas percentage

Employee 166 97%

Unemployed 5 3%

As observed in the previous graph, 97% of women are employed and the
3% of the surveyed individuals are unemployed at the time of conducting the survey, which
reduce the effective sample to 109 women.

What is your educational level?

46
Graph 8 Educational Level

EDUCATIONAL LEVEL
1% 4%
PRIMARY
7%
SECONDARY
25% TECHNICIAN
21%
TECHNOLOGICAL
PROFESSIONAL
12%
30% POSTGRADUATE
MASTERS

Source: Project authors

Table 8 Educational level

Educational level personas Percentage

Primary 8 5%

Secondary 46 27%

Technician 55 33%

Technologist 23 14%

Professional 39 23%

Postgraduate 13 7%

Master's degree 2 1%

As seen in the previous graph, the largest number of interviewed women have
technical studies with 33%, followed by secondary with 27%, professional
23%, technologist 14%, 7%, primary 5% and master's with 1%, in conclusion the segment
the most representative with 55 surveys corresponds to the group of technicians, followed by 46
bachelors, which shows that the studied population has an educational level
medium/low.

5. How many jeans do you buy in a year?

47
Graph 9 Quantity of purchase

PURCHASES
0%

10% 8%
7%

31% 44%

From 1 to 2 From 2 to 4 From 4 to 6 From 6 to 8 More than 8 None

Table 9 Purchase Quantity

Jeans bought by # people Percentage

year

From 1 to 2 13 8%

From 2 to 4 75 44%

From 4 to 6 53 31%

From 6 to 8 10 6%

More than 8 17 10%

None 0 0%

As observed in the previous graph, 44% of the interviewed women buy from
2 to 4 jeans per year followed by those who buy 4 to 6 in the year with 13%, more than
8 with 10%, from 1 to 2 with 8%, from 6 to 8 with 6%, none mentioned not buying jeans with
0% in conclusion, 128 of the interviewed women buy between 2 and 6 jeans per year.

6. Which of the following attributes is the most important for determining the purchase
of a jean

48
Graphic 10 Important Attributes

6%

28%

30%

36% 0%

Price Design Color Comfort Quality

Table 10 important attributes

Attributes personas percentage

price 12 7%

design 51 30%

Color 0 0%

Comfort 61 36%

quality 47 28%

In the previous graph, it can be seen that the most determining attribute when buying
jeans represent comfort at 36%, followed by design at 30%, and quality at 28%
price 7%. In conclusion, of the 171 women interviewed, only 6% have it as a factor
primordial the price of the jeans, which shows that for them the price is not a factor
important when buying clothing

7. On a scale of 1 to 5 where 5 is very important and 1 is not important at all

Rate the reasons that would motivate switching from one jeans brand to another.
49
 Table 11 importance of attributes

It is observed that the most important attributes for women are shape, quality, and design.
despite the fact that for them all the presented factors generate decision-making power
purchase.

8. How much would you be willing to pay for jeans that meet all the
attributes that you are looking for?

Chart 11 Payment arrangement

PAYMENT DISPOSAL
3% 6% 1%

15%
16%

33%
26%

Less than 60 thousand From 60 to 80 thousand From 80 to 100 mi From 100 to 120 thousand

From 120 to 140 thousand From 140 to 160 thousand More than 160 thousand

Table 12 Payment Arrangement

Disposición de pago personas percentage

50
 Less than 60 thousand 27 16%
From 60 to 80 thousand 56 33%
From 80 to 100 thousand 44 26%
From 100 to 120 thousand 27 16%

From 120 to 140 my 5 3%

From 140 to 160 10 6%

More than 160 thousand 2 1%

In the previous graph, it can be seen that the price that the interviewed women would be
willing to pay for a pair of jeans that meets all the desired attributes ranges from 60 to 80 thousand.
pesos with 33%, followed by 80 to 100 thousand pesos with 26%, from 100 to 120 thousand with the
16%, less than 60 thousand with 16%, from 140 to 160 with 6%, more than 160 thousand with 1%.
In conclusion, 59% of women are willing to pay between $60,000 and $100,000.
for the satisfaction of the product

9. On a scale of 1 to 5 where 5 is completely agree and 1 is

completely disagree, how much do you agree with finding a pair of jeans?
custom-made
Graphic 12 purchase intention

INTENTION TO PURCHASE
0%
5%
9%

54% 32%

Completamente en desacuerdo En desacuerdo

Indifferent Okay
Completely agree

51
Table 13 purchase intention

Buy jeans at # people percentage

measure

Complete disagreement 15 9%

Disagreement 0 0%

Indifferent 9 5%

Okay 55 32%

Complete agreement 92 54%

The previous graph shows us that 54% of the surveyed women are in complete
agreement in finding jeans that fit, followed by 32% in agreement.
disagreement 9%, indifferent 5%. In conclusion, 86% of the interviewed women have
I would like to find tailored jeans when making my purchase.

10. In which months of the year do they buy jeans?

Graph 13 Purchase Month

MONTHS OF PURCHASE
3%
1%
1% 3% 0% January
4%
4% February
March
33%
7% April
May
10%
June
Julio
19% 15%
August
September

Source: Project authors

52
Table 14 Month of purchase

Month of purchase personas percentage

January 56 33%

February 25 15%

March 32 19%

April 17 10%

May 12 7%

June 7 4%

July 2 1%

August 5 3%

September 0 0%

October 5 3%

Noviembre 1 1%

December 8 5%

Source: project authors

The previous graph shows us that the highest number of interviewed women buy
their jeans in the month of January with a percentage of 3%, followed by the months of March
con el 19%,febrero 15%,abril 10%,mayo 7%,diciembre 5%,junio 4%,agost y octubre 3%,
November and July with 1%. In conclusion, the trend of 67% of women is to buy
In the first quarter of the year, this is due to prices dropping due to changes.
of collections

53
11. Which of the following channels has the most influence when buying a garment?
to dress?
Graphic 14 Influencer Channels

INFLUENTIAL CHANNELS
0% 1%
Television

15% 3% Catalogs
0%
Magazines
1%
Radio
Reference
80%
Warehouse
Others

Table 15 Influencer Channels

Distribution channel personas percentage

Television 1 1%

Catalogs 25 15%

Magazines 7 4%

Radio 0 0%

Reference 2 1%

Warehouse 136 80%

others 0 0%

The previous graph shows us that 80% of the interviewed women mentioned the channel of
The distribution that most influences their purchase is the warehouse, followed by the catalogs with the
15%, magazines with 4%, references and television with 1%, In conclusion, women
they turn shopping into a ritual and a social event, as evidenced by the fact that 80% of
They see warehouses as the most influential channel.

12. When purchasing a garment, what payment method do you use most frequently?
54
Graph 15 Payment method

0% MEANS OF PAYMENT
3%
0%

10%
Cash
Debit card:
Credit card:
Purchase vouchers:
Others
87%

Table 16 Means of payment

Payment method personas percentage

Cash 149 87%

Debit card 17 10%

Credit card 5 3%

Purchase vouchers 0 0%

others 0 0%

It is observed in the previous graph that the payment method most used by women
interviewed is effective with 80% followed by debit card 10% and credit card with
3%, none of the interviewed women use coupons or other means of payment.
Conclusion: The era of plastic money is not reflected in the studied sample as the
87% of women use cash as a means of payment.

13. I would buy jeans that not only have a perfect fit but also provide a waistband.
of abdominal control.

55
Graph 16 Intent to buy new jeans

INTENT TO PURCHASE
3%
Definitely don't do it.
I would buy
I wouldn't buy it
23%
38%
Indifferent

10%
I would buy it.

26% Definitely yes

I would buy

Table 17 Purchase intention new jeans

Purchase of jeans with # people percentage

suitable adjustment and belt
of abdominal control

Definitely not the 5 3%

I would buy

I wouldn't buy it 39 23%

Indifferent 17 10%

I would buy it 44 26%

Definitely lo66 39%

would buy

The previous graphic shows us that out of the 171 women interviewed, 29%
I would definitely buy jeans with a proper fit plus an abdominal control belt.
followed by 26% who would buy it, 23% would not buy it, 10% indifferent, 3%
definitivamente no lo comprarían, en conclusión se observa que la intención de compra
towards the product with the characteristics of custom jeans has a high percentage, already
that 65% of women would buy it or would definitely buy it

5.1.2 FOCUS GROUP

56
To conduct the research in the qualitative phase, a group of 8 women was gathered in
age range from 25 to 45 years old, to whom a series of questions were applied
predetermined and two projective techniques (role representation and the technique of
collage) that seek to determine:

Purchase process
Key aspects that stand out in the process
Motivators,
Influencers,
Attributes considered for the choice of jeans,
Sources of information,
Place of purchase,
Purchase process
The profile of the potential buyer

Role representation:

Two people from the group were chosen to represent 2 buyers of jeans.
they are looking to find jeans with the most benefits for them. And they
they chose another person to represent a seller who offers all the qualities
of your product in this case a Jeans. For this activity, a time of 10 was assigned.
minutes

Collage:

In this technique, they were divided into 2 groups to whom magazines would be given.
images, cardstock, scissors, glue, markers and we will ask a group to carry out
a collage that shows how they like to feel and for them to be seen in jeans
As a measure, the second group will create a collage expressing how they would not like to see themselves.
with a Jeans, at the end a representative from each group will explain the relationship of the
images that were pasted with the assigned question

[Link] FOCUS GROUP ANALYSIS

FOCUS GROUP FINDINGS

1. Mention the 3 aspects that matter most to you when making a purchase.
the jeans
57
QUALITY:

FOR ME, IT HAS TO BE A PRODUCT THAT I KNOW WON'T FADE.

One buys a pair of jeans that fits perfectly and when he washes them for the first time, they stretch.

I hate when you buy a garment and it fades in the first wash.

DESIGN:

THAT IT ORIENTS ME AND HELPS ME LIFT THE TAIL

I like distressed jeans

THAT IT HAS DOUBLE STITCHING TO ENHANCE THE TAIL

TONALITY:

LET THEM NOT BE SO CLEAR BECAUSE THEY DO NOT FAVOR ME

Light colors make me look fatter.

that finds a diversity of colors

2. How would you like to feel and be seen when wearing jeans?

COMFORT

don't take out my chubby ones

Don't let me come across as vulgar.

Let men notice me

If I feel good, others will perceive that I am comfortable.

tranquility

Feeling sure that it looks good on me

58
"That allows me to move comfortably"

That I feel the seams won't break on me

SECURITY

That when I sit down, it doesn't drop down.

There are women who bend over and their underwear comes out, that's terrible.

I like that the jeans fit my body.

2. What problems have you had when buying and using a pair of jeans?

DISCOMFORT

that the jeans are very low-cut and sit down and you can see the butt or the thong or the
chubby

if it fits well at the waist it tightens at the leg and if it fits at the leg it
the waist looks immense

DISSATISFACTION

Fashion does not suit everyone.

I usually buy jeans and have to get them altered.

DISAPPOINTMENT
They don't make clothes for chubby girls.

It's hard to find a garment that fits my body because I have very wide hips.

In the first position, they look great; in the second, not anymore.

4. What do you look for in the brand when buying jeans?

59
Prestige

I only wear brand-name clothes.

Brand clothing is of higher quality

When I wear branded clothes, I feel comfortable and elegant.

INNOVATIVE

I find more variety in brand stores

They change collections permanently.

QUALITY

“Me dura mucho la ropa de marca, hasta que me aburro”

The materials are much better

For women, the perfect jeans are those that provide comfort of movement,
perfect fit and available in a range of colors according to its characteristics or
needs

5. What would your ideal jeans be like?

COMFORT

I like that the jeans don't fit me tight.

I like that the jeans don't highlight my love handles.

PERFECT ADJUSTMENT

It would be ideal not to have to do anything to the jeans, just put them on and that's it.

60
May it help us to conceal the chubby ones.

Let the fabric be elastic so that it fits

ACCESSIBILITY

get the jeans the way I want them without having to try on 10 before!

get the jeans at the mall near my house

Finding the colors as one wants them

6. Have you bought jeans from a catalog and what difficulties have you had?

Mistrust

If it doesn't fit well, one goes and tries it on less by catalog.

they always use slim models that fit the body

The color can be seen in the catalog, the fabric can be seen, but when it arrives it usually comes
in a different fabric, it's not what one expected

CONFORMISM

I don't do it often but it has gone well for me

What one buys is something they have to keep, even if they no longer like it.

Generally, it doesn't look like how one imagines it.

It may shape him, but it is not what one expected.

DECEPTION

61
In the first position, they look great; in the second, not so much.

They use Photoshop on the photos so that the garments look perfect.

You can't touch the fabrics and when they arrive they are horrible.

it's not going to look like it does on the model

they always feature models 90–60–90 in the catalog

What motivates you when buying a pair of jeans?

INNOVATION

when I find a piece of clothing that I think is nice

“cuando compro zapatos y botas quiero un jean para combinarlos”

When I measure the garment, it fits me properly and lifts my butt.

When I see that I no longer like the changes.

VERSATILITY

It is the garment that fits everything best.

I like to buy jeans because they can be dressed for any occasion.

OPPORTUNITY

In December

every time I want something different

when they are on discount

What catches your attention the most about the display when looking for a
jeans store?

62
IMPACT

"I like that they offer the jeans with a discount"

The 50% discounts

May it have many lights.

Vanguard

Accessories are important, and shoes are fundamental.

"The way they combine the garments in the displays"

INNOVATION

May the display case be very colorful.

When they place eye-catching items in the display window

The way they dress the mannequins

9. What DIFFICULTIES have you had or have you heard that they have when using
a belt?

DISCOMFORT

I had a party when I went to the bathroom and I couldn't get it off.

DISCOMFORT

The problem with using a belt for me is gastritis.

some girdles squeeze too much

I want to get home quickly to take it off.

63
APPEARANCE

With tight clothing, the tail and leg get cut off.

the band is marked above the clothes

some women show the girdle

Do you have a specific time of year for buying clothes?

BIRTHDAY

I always treat myself for my birthday.

I like to wear something new on my birthday

DECEMBER

We have to welcome the new year beautifully.

I take advantage of December when there is more talk.

New collections are released in December.

JANUARY AND FEBRUARY

I always shop at this time because the prices are more affordable.

At this time there is no congestion for shopping.

64
 6. MARKETING PLAN

6.1 METHODOLOGICAL DESIGN

In this work, the design and structuring of the marketing plan will be developed in
through the Philli Kotler method as it is considered the most practical option, as
It has already been mentioned that the following structure will be presented:

1. Executive Summary

2. Situation Analysis

3. SWOT analysis, BCG, PEST, and PORTER BARRIERS.

4. Marketing goals and objectives

5. Marketing strategies

6. Marketing implementation

7. Marketing evaluation.

6.1.1 EXECUTIVE SUMMARY

Confort Jeans is a Colombian brand that has been involved since the 1980s.
clothing market, design and marketing of women's clothing and
gentleman. From 1986 to 1992, he had his greatest peak in the capital market with points of
sale in different places in the city, and with wholesale sales at the national level;
standing out for its wide variety of products of the time, made with the most
high standards of quality.

Starting in 1993, the brand faces a restructuring in the administrative part,

which generates a break in the market to make room for new ideas, refreshing it,
innovating it by creating a dynamic and versatile style, suitable for all ages, that's how it is,
In late 2006, it reappears with a point of sale in the Gran Shopping Center.
San Victorino, with the aim of increasing its business volume and making itself known
creative potential. Taking advantage of the Gran San 2011 Wholesale Clothing Fair, gives
a new twist to their collections, making a contemporary proposal in line with the
tastes and needs of their customers, which is why they present the first catalog, where
the latest trends in women's and men's fashion are found.

Today, after years of hard work and high-quality offerings, Confort Jeans is
present in the national market serving the vast majority of retailers and markets
large surfaces
65
Little by little, this company has become the best quality alternative at a low price.
in the market always working in favor of functional and aspirational needs
of their clients. The following marketing plan is designed to identify and evaluate
new strategies aimed at positioning the new product in the market:
Custom jeans with abdominal control waistband.

6.1.2 SITUATIONAL ANALYSIS

[Link] ANALYSIS OF THE INTERNAL ENVIRONMENT.

Confort Jeans is a Colombian brand dedicated to confection, design and

marketing of clothing for women and men.

Although the brand had a break, it has never ceased to be relevant in the market, its
designs have not lost their essence, enduring over time, evolving to be
the forefront of current fashion, in clothing for women and men with a
young spirit, who know the latest trends and seek in fashion a way to
expression of their individuality.

Each collection is inspired by urban stories, focusing on comfort and style.

identity, exclusivity, of their clients by offering them designs that stand out, because
they are aimed at different consumer profiles from the contemporary to the
traditional.

Currently, its main objective is to turn Confort Jeans into a successful brand.
broad acceptance and recall in the Jeans Wear market, developing garments
attractive solutions that meet the functional and operational needs of their clients
in Colombia and Latin America, adapting the main international trends of the
fashion, achieving high profitability through excellent product, service, and quality
human

SOCIAL THEME

Responsibility: Maximize the value of products for the customer Comfort Jeans,
framing corporate responsibility within a clear relationship policy with
clients and employees seeking to generate mutual trust through commitment,
ensuring customer satisfaction with excellence in our products.

66
[Link] CURRENT AND ANTICIPATED RESOURCES

Comfort jeans have the necessary technology to carry out the production process.
the jeans garment, its machinery is in excellent condition for
carry out the different manufacturing processes such as design, pattern making, cutting and
cut, has specialized satellites for garment assembly. Comfort jeans
It has the necessary machinery for packaging and final presentation.

For the production of custom jeans with an abdominal control band, different
types of raw materials, with Denim being the main material, this material is purchased
by the company just like him, the threads, buttons, zippers, etc. It is important to highlight
that the company has the necessary infrastructure to carry out all the
productive processes both at the technical level and at the operational level.

[Link] INTERNAL STRUCTURAL ASPECTS

Confort Jeans is dedicated to the manufacturing, design, and marketing of garments.

clothing for ladies and gentlemen. All their production processes include strict controls.
in order to offer customers products with the highest quality standards.

The company's installed capacity is designed in such a way that the total demand
the products can be attended to without issues, it also has a
network of suppliers that ensures that no problems arise
shortage of raw materials and packaging for final marketing of
product. The prices of raw materials are quite affordable which allows
manage fairly competitive prices and thus achieve stability in the
market.

6.1.3 EXTERNAL ENVIRONMENTAL ANALYSIS

[Link] ANALYSIS OF COMPETENCIES:

Confort Jean has strong competition since it has direct competitors.

and indirect ones with factories located in the city of Bogotá.

It can also be said that although the company has the infrastructure, technology
and human talent necessary to carry out your commercial activity, a large part of your

67
clients opt for substitute products due to deficiencies in advertising and
brand recognition.

The acquisition of raw materials at low costs and the new technology available.
The company generates its main strength by offering lower prices and better quality than the large ones.
majority of the competitors.

The direct competitors of Confort Jean are companies dedicated to design and
production of women's jeans, which have a similar type of infrastructure
technology, production systems, and production channels.

The indirect competitors will then be those companies dedicated to the same
economic activity but unlike Confort Jean, they have a competitive advantage
Due to their economic power and advertising, these types of companies drive the sale of their
products to a different market segment generally made up of the strata
highs of most cities in the country.

6.1.4 MATRIX ANALYSIS

[Link] SWOT MATRIX

Graphics 17 SWOT

68
[Link]. PEST ANALYSIS

POLITICAL FACTORS ECONOMIC FACTORS

Colombia has 15 treaties of Colombia has a Product

free trade, achieving a Gross Internal Access of US$32,612 Million
preferential to more than 1.5 billion in 2015 and a participation of
consumers. 12.2% of total GDP, the industry
the manufacturer positioned itself as the
fourth most productive activity
representative of the economy.
DANE, 2014

Free Trade Agreement FTA. In 2015, the exports of the

This bilateral agreement aims to expand the manufacturing industry.
goods and services market and brings you US$7.033 billion, 1.5% of
benefits to Colombia in the reduction of average growth from 2010 to
tariffs. One of the key factors of 2015, placing it as the second
this treaty is the tariff-free access sector with the most exports in
for almost 100% of the industrial offering 2015 and with a participation of
exportable, which means maintaining 19.7% of total exports
employment in the sector and create new positions. Colombian. DIAN, 2016

the absence of structural policies The global economic perspective

aimed at boosting the industry, we find that, despite having
For international competitiveness, we have emerged from the 2009 crisis, much of
he reflected in deficiencies of countries still not found
mainly regarding the clearing the way of the
management, marketing, recovery. Or at least the
marketing, total quality and growth are occurring at rates
research and development. lower than those prior to the
crisis. In 2010 the growth of the
the global economy was 5.2%,
3.3% (estimated) in 2014, and for 2015
a 3.8% reach is expected, according to
with projections del Bottom
International Monetary Fund.

In 2015, the responsiveness and

maneuvering of the economies
69
 Latin American women were placed to
test, especially in front of the
implications of the sharp decline
of international prices of the
oil. Nevertheless, these tests
hard measures in economic matters as well
they present very valuable opportunities
in which the governments of America
Latinas should capitalize, as they are
those aimed at promoting the
manufacturing industries, such as the
of packaging and packing

Currently they exist 3 cluster

regional sector with its
especialización: Antioquia (textil,
sewing, design and fashion), Bogotá
fashion y Tolima (clothing).
Additionally, they are generating
new clusters in Atlantic (design and
confections) and in the coffee axis
(fashions).
SOCIAL TECHNOLOGICAL

Colombia has the second largest industry. The sector has made some advancements.
competitive and the third most efficient of technologies that have helped it to the
the region. Additionally, it has the efficiency and to reduce costs in the
third largest workforce by production. So him
+ they will take advantage of the changes so that
facilitate access to raw materials
in a faster way and with greater
quality.

in Latin America.

The Transformation Program In the manufacturing of jeans, the following are used
Productive is one of the tools for different machines and equipment.
arranged by the National Government depending on their design, which
for the implementation of the Industrial Policy are in the market
that leads to productive development designed with different technologies,
from the country and with which conventional, programmable ones are generated
more competitive environments and robotics companies.
stronger and more productive.

70
Bogotá Emprende is one of the in the market as
most popular programs that help with soft technology Design software
the entrepreneurs to carry the textile idea what ensure maximum
business to become a reality. exploitation of the cloth
They have activities that help with automatic size graduation.
from creating a business plan to PC compatible easy operation
find a way to finance the project. and friendly management.

Strata 3 and 2 are the most

representatives with 35.5% and 28%.
Followed by 5 and 4 with a percentage
16.7% and 15%, stratum 6 with 1.4%
and stratum 1 with 0.3%

AMBIENTAL LEGAL

The activity of garment making DECREE 0731 OF 2012 (April 13)

it can be classified as Potential by which the
Preliminary Decontaminable (PPD), procedure for the adoption of
well, by introducing small textile safeguard measures in the
Corrective measures can lead to a framework for trade agreements.
operation there is generation of international waste valid for
solid and small problems with Colombia.
fusion units or ironing units,
environmentally healthy

The sector offers alternatives in the reuse of regulatory framework with the procedure
materials, mainly due to the application of safeguards
that the waste produced is textile scraps agreed upon in the agreements
that can be used in other existing international commercial agreements
productive activities, such as for Colombia saying Marco
mattress fillers, mops, among normative it necessary for
others. guarantee access conditions
stable and predictable for the
textiles and clothing to Colombia.

71
[Link] PORTER'S FORCES ANALYSIS

1. COMPETIDORES ACTUALES

A. Many competitors of the same size

In 2012, 829 companies in the textile industry in Colombia reported

information to the superintendent of companies, as shown in the graph
40% are classified as medium-sized companies with a total of 327 companies, followed by
39% with 323 small companies, 19% large companies with a total of 159, and 2%
micro enterprises with 20 reported companies, from here we can conclude that the, The
The profitability of the business is low as it competes with many companies of the same size.

Table 18 Participation of the Number of Companies and Income by Size

72
B. Slow growth of the sector

Graphic 18 Participation of the Number of Companies and income by Size

From Source: DANE–Calculations and Graph Group Economic and Financial Studies

According to the previous graph, the sector faced one of the toughest crises in the
history during 2008 and 2009 with negative variations in its GDP, presenting a
strong revaluation of the Colombian peso against the US dollar; free entry of
Chinese textiles and clothing to the United States and the European Union; political crisis between
Colombia and Venezuela accompanied by a large-scale commercial crisis and
smuggling of textiles and garments from East Asia in large quantities
dimensions3. In 2010 and 2011, the sector showed a significant recovery; without
embargo, el subsector de preparación de hilaturas continúa siendo la excepción con una
negative dynamics and it is still not out of the crisis, as confirmed by its decline in 2012 of
-7.82%. We can conclude that this dynamic indicates a negative return as of December.
from 2012

73
C. Little differentiation of the products

Table 19 Product Differentiation

PRODUCT DIFFERENTIATION

Competitor 1 Competitor2 COMFORT

JEANS

INNOVATION IF YES YES

CUSTOMIZATION NO YES

QUALITY YES YES YES

PRICE 75,000 85,000 72,500

DESIGN YES YES YES

ADJUSTMENT NO NO YES
PERFECT

CONTROL STRAP NO YES

ABDOMINAL

Fuente: Autores

In the above table, a comparison was made with 2 of the strongest competitors.
within the medium-sized business group in the manufacturing of jeans with Confort Jeans,
1. Innovation: we can observe that the three companies present
innovation in their products, 2. Customization the companies 1 and 2 do not manufacture
From jeans to the needs and tastes of the consumer, Comfort Jeans offers a service that yes
offers the new line of custom-fit jeans, 3. Competitors 1, 2 and comfort
jeans present quality in the materials used for the production of jeans.
Price: competitor 1 presents an average price per unit of 75,000 pesos.
competidor 2 $85.000 pesos y el precio sugerido para el jean con faja de control
abdominal is $72,500 pesos, 4. Design: both competitors and comfort jeans offer great
variety of designs, 5. Perfect fit: competitor 1 and 2 present fit in the
jeans offered but the sizes do not fit perfectly for the women who demand them
product, confort jeans provide a perfect fit for each of the users regardless of
size 6. Abdominal control belt, competitors 1 and 2 do not offer jeans in their products.
74
with abdominal control girdle, confort jeans offers in its new product a control girdle
Abdominal, in conclusion, Comfort Jeans offers four for its new product line.
diferenciadores que lo hace exclusivo, customización, precio, ajuste perfecto y faja de
control abdominal this allows us to ensure that the profitability of the business is favorable since the
The business presents a value proposition that makes it attractive to the market.

D. Large proportion of costs

Main accounts of the balance sheet

Graph 19 Major Capitals

The previous graph shows us in the years 2012, 2013, and 2014 the major industries of
manufacturing have large capital in fixed assets, liabilities, and equity, without
embargo The barriers to exit are low since in small businesses
textile manufacturing outsources its dyeing, sewing, and laundry activities, which
reduces the requirements for large capital in specialized assets, assets
fixed costs are low, therefore the profitability of the business is low

E. High exit barriers

75
Graph 20 Revenues, costs, and expenses of the income statement

In the previous chart of income, expenses of the income statement of the sector
manufacturer from the years 2012 and 2014, the operational expenses are observed
administration, operational sales expenses, of the subsector of which we highlight the
requirements for large capital investments in machinery
development, research, advertising and opening of new markets, which generates
greater exit barriers.

2. POTENTIAL COMPETITORS.

A. There is in the economic sector of scale

76
Illustration 2 Industries

[Link]

The previous image shows us a day in the life of one of the major industries of
manufacturing sector (indetex) textile subsector in this image we can observe how
2,234,500 garments are put on the market daily, and 21 new employees are hired.
1.85 million euros enter the company as dividends, Inditex
it generates 3.6 million euros in net profits, its online stores make 5,000 sales
in more than 16 countries, in conclusion the textile sector, subsector clothing
we find economies of scale with large companies like Arturo Calle, Zara, studio
they invest large capitals in advertising, production, design, and development

B. Cost advantages
C. Graphic 21 Competition Comparison

77
The previous graph shows a comparison with the two competitors of the same.
size where it is taken into account: 1. cutting-edge technology, we can find that the
competitor one has machinery and equipment for production while the
competitor number two third-party activities of sewing, washing, and dyeing.
accessibility to supply sources we can observe that the two industries
they have proximity and ease of supply of materials, equipment, and services for
be located in a strategic point of the city. 3. Experience. The number company
Company number one has 10 years of experience and company number two has 15 years of experience.
Experience in the marketing of jeans. 4. Patents the two companies have
designers who develop new models daily, however they do not have
patents. Physical plant, company one has its own production plant,
while company number two only has a small design plant,
cutting, tailoring, laundry and dyeing are outsourced in conclusion We observe in the
sector cost advantages since companies have more than 10 years of
experience, technological developments, design, development, and production plants what
increases the profitability of the sector.

C. Needs for large capital

Graph 22 Major Capitals

Source: Authors

78
The clothing sector requires a constant investment of large capital to
to remain competitive and at the forefront in such a fierce market, with large entry
number of competitors, that's why industries must focus their resources on
machinery, development, research, advertising, and the opening of new markets, for
which creates greater barriers to entry with increased profitability

D. Access to the distribution sector

Graph 23 Access to distribution

Small and medium-sized industries in the textile manufacturing sector directly manage
their vendors, sales sites, and channels, which is why this is not a barrier to entry
decreasing the profitability of the sector

The sector operates in favorable locations

The Great San of Fashion, where there are around 700 Colombian companies. In San
Victorino, 'The Early Riser', as a relatively new business model, presents a
positive impact on the economy of the Colombian capital. It houses more than 5,000 families.
dressmakers and entrepreneurs, who have a sales stand on Wednesdays
and Saturdays in the early morning. This model creates jobs for more than 60,000 people and achieves
Annual transactions worth 150 million dollars. Conclusion: the location
of these industries is favorable for the sector since it is located in one of the sites
of the largest economic movements in the city, very close to the distributors of
supplies and factories located in the Ricaurte neighborhood.

79
 F. Government Policies

Graphic 24 Government Policies

Government procedures become a barrier to entry if they are not processed.

timely and appropriately, before the respective control body.

3. SUPPLIERS

A. Company domain
Graph of the 25 Main Suppliers

80
The textile sector contributed in 2014 with $927,519,025.73, the companies that
significant sales contributed to this activity are Coltejer, Fabricato,
Lafayette, Primatela. Protect it as seen in the previous graph.

The company CONFOTR JEANS depends on many external factors for its development.
correct of your operation.

These external factors are called suppliers. There are three types of suppliers.
that were classified as follows:

Raw materials and supplies,

Making
Logistics

For the main raw material, fabrics and threads, there are 4 companies planned that have a
capacidad de respuesta ilimitada dado su estructura industrial masiva en conclusión los
suppliers are not a barrier to entry as they have a high capacity for response
Illustration 3 manufacturing of threads and fabrics

[Link]
nto_sectorial_OEcco_Inexmoda.pdf

The INEXMODA INSTITUTE FOR EXPORT AND FASHION is registered.

170 textile companies, of which 46.6% are based in Bogotá. This shows that
there are many suppliers in the textile-clothing sector which creates that the power of
the supplier negotiation is low.

The bargaining power of suppliers depends on the characteristics of the

sector, such as the number of suppliers, their importance in the value chain or their
concentration.

81
Based on these criteria, we can say that the bargaining power of the
suppliers in the fashion sector is low. In fact, the textile industry is characterized
by suppliers who are usually linked to buyers' decisions through
of the design and marketing functions, both internalized in the organization
from the large distribution chains.

B. Importance of the sector for the supplier.

Table 20 Exclusivity of the suppliers

[Link]

Colombia has a large quantity and variety of suppliers of materials, equipment and
suppliers do not have exclusive clients and only handle products for the
textile sector clothing which shows that customers are very important to it
The profitability of the business is good as the suppliers have low power.
of negotiation.

82
D. Product differentiation

Table 21 Product Differentiators

83
E. High costs for changing suppliers
Table 22 Supplier Changes

84
F. Forward integration

Table 23 Forward integration

[Link]

85
4. CLIENTS

A. FEW CLIENTS

In Colombia, women do not buy a large number of jeans, this means that
they buy jeans individually rather than in bulk, which affects their bargaining power
he is short

B. Product Differentiation

Table 24 Product Differentiation

86
C. Substitute Products

The substitutes that can be found are conventional jeans or control shapewear.
abdominal.

But none to the measure of each client. Therefore, the client's bargaining power
It is low since it does not have all the characteristics in a single garment.

D. Client with low profitability

Chart 26 Low profitability

87
E. The sector product is costly for the customer.

Table 25 Product Costs

According to the previous table, we can determine that the cost of our product does not generate
high cost for the customer and that Confort Jeans targets segments 3 to 4 where
a payment availability of 61,000 to 180,000 for a pair of jeans. Budget in
in which our product is classified.

88
F. Risk of backward integration

For backward integration to exist, there must be an investment capacity.

high, as well as knowledge and experience in the sector. Therefore, the risk is low.
due to the segment that was made for comfort jeans

5. SUBSTITUTES

A. THERE ARE MANY SUBSTITUTES.

Illustration 4 Substitutes

It allows various functionalities although with limitations on occasions of use.

Additionally, the use of girdles has intensified, according to supersocieties during the
In the last 5 years, the consumption of this type of product has grown by 49.6%

89
B. SUBSTITUTE PRODUCTS COME FROM THE HIGH PROFITABILITY SECTOR

Illustration 5 substitutes

The luxury brand market generates about 20 billion in Colombia.

pesos per year with brands Hugo Boss, Louis Vuitton, and Le Collezioni and brands like
Salvatore Ferragamo, Pal Zileri, Giorgio Armani, Lion of Porches y Valentino.

C. SUBSTITUTE COST-BENEFIT RELATIONSHIP.

When inquiring about a means of mass acquisition of standard substitute products (market
It is evident that prices range between $45,000 and $120,000 with a diversity of
brands and materials.

When evaluating points of sale of stores with similar products, it is observed that the prices
they range between $58,000 and $167,000

90
PROFITABILITY POTENTIAL 5 FORCES OF PORTER

CURRENT COMPETITORS: It is determined that it does not present a profitability.

favorable

POTENTIAL COMPETITORS: It is determined that it presents a profitability

favorable

SUPPLIERS: It is determined that it presents a favorable profitability.

CLIENTS: It is determined that it presents a favorable profitability

SUBSTITUTES: It is determined that it shows a profitability

INTERNAL ANALYSIS

Illustration of 6 internal factors

91
EXTERNAL ANALYSIS
Illustration 7 External factors

Illustration 8 SWOT Matrix

[Link] BCG MATRIX

92
Illustration 9 BCG Matrix

Source: Project Authors

93
6.5 STRATEGIES

6.5.1 TYPES OF STRATEGIES:

In any strategy, it is necessary to implement strategic planning, this helps to

understand the dynamics of any business and identify which path it should take
company according to its purpose and nature.

Among the growth strategies, we can differentiate:

Product development: A strategy aimed at increasing sales in the

current market improving the current product or expanding its variety.

Market penetration: the goal is to increase sales or market share

current product in the current market, this implies having a product
competitive and a market that is not saturated.

Market development: It involves introducing the current product into new

markets, which implies having a good product and visualizing a market
an attractive topic that can be addressed.

Vertical integration strategies: These are the ones that seek to promote growth of
business by extending its reach backward or forward, that is, by making
that which is purchased or fulfilling the function of those to whom it is sold.

Horizontal integration: They seek to take over or increase control over a

competitor, this strategy is viable when the necessary resources are available to
acquire the new business units.

Forward integration: It involves having ownership or greater control over

those to whom it is sold.

Backwards integration: It involves having ownership or greater control over the

suppliers, this strategy is appropriate when one has the skills and
necessary resources to enter the business or when it can be guaranteed a
volume of economically efficient production.

According to the above, the type of strategy that is most convenient will be analyzed.
used in the company Confort Jeans.

The company Confort Jeans needs to use intensive growth strategies.

with the aim of improving the competitive position of the company with new products and expanding
el negocio a través de diversos esfuerzos de marketing en mercados actuales.

94
Graph 27 product strategy

PRODUCT DEVELOPMENT

INCREASE THE COMPANY'S MARKET SHARE IN THE MARKETS IN WHICH IT OPERATES AND WITH NEW PRODUCTS.

THIS REQUIRES HAVING A COMPETITIVE PRODUCT AND A GOOD MARKET (THAT IS NOT SATURATED OR IS IN
GROWTH).

THE KEY TO SUCCESS IS NEXT TO MARKETING, AND IN PARTICULAR, PROMOTION AND THE FORCE OF
SALES.

THROUGH LEADERSHIP IN INNOVATION AND PRICE

EMPHASIZING STANDARDIZED PRODUCTS AT A LOW COST PER UNIT, FOR CONSUMERS

PRICE SENSITIVE.

[Link]. MARKETING MIX STRATEGIES

[Link].1 PRODUCT

The following are the product launch strategies:

Objective. To meet the customer's needs regarding quality, price, and design of
jeans product with abdominal control waistband

Tactics. At this point, the main features that the product will have are described:

BRAND.

It is important for the products to manage a brand that generates recall, and even more so.
when the brand is associated with the characteristics of the product (COMFORT JEANS) If it
achieving brand positioning can create a competitive advantage:

Comfort Jeans

95
LOGO

The logo is made in eye-catching colors that are easy to remember and the slogan reflects what women
look for a garment in the product that fits your body

PACKAGING

The packaging is an eye-catching denim bag with the brand's logo and slogan that will help.
to generate awareness, desire to purchase, and to spread the brand

DESIGN

The jean with custom abdominal control waistband is created to the user's measurements, a
product that currently does not exist in the market; as women can find
jeans of this type but they are standard models in standard sizes which generates in many
cases where the garment does not meet its functionality.

As a customized garment, the user can determine the colors, materials, and the
model to use on various occasions. This allows for the use of the product to
extend to all women's activities.

Graph 28 Variable costs

Variable Costs
96
 Monserrat Cloth $ 10,062.50
Pocket Knife $ 283.50
Zipper $ 400.00
Mark Waist $ 117.00
Flag $ 50.00
Thus $ 15.00
Plaque $ 485.00
MCA button $ 1,095.00
Rivet $ 314.00
Generic Rivet $ 492.00
Manufacturing $ 6,500.00
Dry cleaner $ 3,200.00
Hanging Label $ 315.00
Barcode $ 15.00
Plastiflecha $ 10.00
Transparent Bag $ 81.00
Storage Bag $ 3000.00
Transport $ 2,217.00
Design and Molding $ 8,000.00
Finish Labor $ 1,400.00
TOTAL $ 35,352.00

[Link].2PLAZA.

The following are the distribution launch strategies, sales and

customer service of the product and the brand:

Objetivo. Crear un punto de referencia donde el cliente diseña y recibe su producto jeans
custom made

• Strategies. The product is designed and distributed directly at the point of sale.
delivering it directly to the final consumer,

• Display cases will be designed with a combination of garments that catch attention.
client.

The location will be in the Suba area towards the Imperial shopping center.
What is the place where our first store would be located.

Tactics. Among the main tactics of the square, the following will be developed:

97
DISTRIBUTION. In the city of Bogotá, being the capital of the country, it is found
moves the largest Colombian population. For this reason, its pace of life is more dynamic than in
any of the other 69 cities, businesses, industry, commerce, and others
These characteristics make Bogotá an interesting market for any company.

Costs. In the following table, the plaza costs for their correct implementation can be seen.
up and running in 6 months.

Graph 29 Cost table

TACTICS COST OBSERVATION

$ 48,000,000.00 Annual rent of premises
e
nt $ 3,400,000.00 One-time adjustment of premises
ie
l Cl $ 4,000,000.00 Furniture and furnishings
a
io $ 3,441,000.00 Insurance
ic
rv
Se $ 900,000.00 Person in charge of inventory management and control
y
io
n $ 500,000.00 Monthly Advertising
ic
tr $ 2,000,000.00 monthly sellers
is
D
$ 9,600,000.00 Services
TOTAL $ 71,841,000.00 Total required to execute all the tactics in the square for a year

Sources: Project authors

[Link].2.1 DISTRIBUTION STRATEGIES

Graph 30 Distribution Strategies

CLASS OF EXCLUSIVE
DESIGN
DISTRIBUTION CUSTOMIZED

MANUFACTURER -
STRUCTURE DIRECT
CONSUMER

WAREHOUSE WITH
COVERAGE LOCALITY OF
SHOWCASES
GEOGRAPHIC SUBA
CALLING

Sources: Project authors

As shown in the previous table, the proposed distribution strategy is in

based on the positioning of exclusivity and customization, where the customer participates
actively is the choice of design, indigos, appliqués, wear, colors, achieving
98
a unique garment that adapts to the needs of the consumer, with the promise of
perfect fit and abdominal control belt. This allows for a distribution
customized, directly from the manufacturer to the customer, initially it was planned to cover the
Suba locality with a venue specially designed to create experiences with
eye-catching displays that capture the consumer's attention the goal is to create a
direct communication between client and brand, creating a lifestyle concept with
a lot of status, quality but at the same time comfortable, fresh, and current, incorporating a
shopping experience that connects with the modern woman, with style, who knows what she wants
she looks at herself, looks to the future, and always wants to see herself perfect

[Link].4 PRECIO

The following are the launch and positioning strategies in terms of content.
at the price:

a. Objective. Capture potential clients.

b. Strategies. A competitive price will be handled with the market or even lower.
to be able to penetrate more easily

c. Tactics. The tactics that will be considered are the following:

Special discounts of 10% will be given to customers with VIP cards.

each garment

Similar prices will be handled with high-end brands in the market. Like
The opening strategy will offer a 20% discount promotion.
promotion that will last a month and a half (1.5) months, in order for customers
get to know the experience and the excellent products offered by Confort Jeans

Once recognized in the market, the price will not be a differentiator because
the strategy is based on exclusivity and customization, and on the generation of
design experiences of their own garments.

Los precios se revisarán y definirán de acuerdo a las necesidades que requiera el

project and the expectations about profitability.

In addition, loyalty cards with discounts for customers will be promoted.

frequent. On special dates such as birthdays, International Women's Day, or to clients
frequent or that refer us new buyers, all cards will be accepted.
as a means of payment and cash.
Below is the approximate selling price to consumers
finales, with an average profit of 50%.

Selling price of the product for the end consumer.

99
 Competitive
Profit margin must be at least
50%
Price study area
Price
maximum $ 90,000
Price $
minimum $ 65,000 Parity price 77,500.00

It is introduced to the market using the Parity Pricing strategy.

Table 26 Price

The table below shows the number of jeans that need to be sold to achieve
the break-even point
Table 27 Break-even point

Break-even point

Fixed costs $ 16,592,037.00

Variable costs $ 35,352.00

Selling price $ 77,500.00

Jean has to manufacture $ 394

Monthly sale $ 30,508,751.72

Days month 30 $ 1,016,958.39

Average daily sales 13.12 UNITS

[Link].5 PROMOTION:

The following are the launch and positioning strategies of

producto:

Objective. Generate knowledge and recall of the control top jeans product.
abdominal, creating recall and need to purchase in the clients

Strategies:

100
 Use free social media to develop communication strategies by
example: Facebook, Twitter, Google Plus, LinkedIn, Publish a Blog, Videos
Related to your Business on YouTube, Photo Catalog on Flickr, Send to the
Clients a Press Release, Participate in Communities Related to your
Activity.

The promotion that will be carried out is through advertising strategies that
They will manage through direct contact at the point of sale with a promoter.

Take advantage of customers' points of sale to create a means of

communication and advertising that serves to create recall in end customers
of brand and product and likewise, encourage the consumption of the product.

Change beliefs about brands by offering a product with attributes

new and differential

Design catalogs will be developed to serve as a guide for users.

VIP cards will be implemented for clients, which will provide discounts.
in your next purchases

Tactics.

The following tactics can be identified that will be developed regarding the
advertising promotion and sales:

ADVERTISING. A launch advertising campaign for the product will be implemented.

for the sales force in the soul

Create sales promotion strategies with activities or objects that act as

incentives or stimuli, providing added value to customers and at the same time
Allow sellers to be motivated and earn good commissions.

101
 Chart 31 Advertising elements

Source: Project authors

Advertising strategy costs

Table 28 Advertising Costs

102
 7. EVALUATION AND CONTROL PHASE

The evaluation and control phase of the Marketing Plan involves analyzing and evaluating the
different strategies that have been decided in search of possible conflicts or inconsistencies.
The criteria for this evaluation are:

7.1 Evaluation

The evaluation is a very important part of the marketing plan, as this is where
the effectiveness of the proposed strategies is known; the following presents one
global assessment of this plan.

A. Internal compatibility: At this point, whether the specific strategy is compatible with the
objective, since the strategy is aimed at a broad market target (strata 3 and 4)
it can be consistent with the large sales volume objective. Additionally, the price is more
low is also compatible with sales volume.

B. External compatibility: It is important to emphasize that there is a compatibility of the

specific strategy with the external market environment, that is, a strategy aimed at
towards a large growth rate within a high growth market.

C. Availability of resources: Are there resources available to carry out the

strategies specifically in people, money, production, materials, etc., since
they are available in a timely manner.

D. Time: The strategies and their deadlines are compatible with the time frame.
established in the general objective of the plan, sufficient time has also been allocated
is really available.

7.1.1. Monitoring the marketing plan

The following are the strategies and tactics with which the measurement can be made
operability of the marketing plan.

A. Control of the plan. To be able to control the marketing plan, it will be filled out
control records to qualify the development of each of the tactics and strategies
proposals, and additionally, the after-sales service will be evaluated.
with visits to the sales warehouse or through phone calls. This way, it will be possible to
evaluate if the marketing plan is being fulfilled.

B. Sales evaluation: To carry out the sales evaluation, the following will be done
monthly meetings with the vendors and sales director to measure and evaluate
the sales and observe the product rotation

103
 8. FINANCIAL RESULTS

Each of the financial aspects related to the plan is described.

marketing such as the sales budget, marketing plan costs among others.

8.1 BUDGET

8.1.1 SALES BUDGETS:

Considering the company's capacity to sell the units

sales budget for 6 months is:

Table 29 Sales Forecast

Sales forecast
JANUARY FEBRUARY MARCH APRIL MAY JUNE TOTAL
Units 110 220 370 380 450 832 2362
Costs $ $ $ $ $ $ $
Fixed 16,442,037.00 11,442,037.00 1,442,037.00 11,442,037.00 11,442,037.00 11,442,037.00 73,652,222.00
Costs $ $ $ $ $ $ $
Variables 35,352.00 35,352.00 35,352.00 35,352.00 35,352.00 35,352.00 35,352.00
Price of $ $ $ $ $ $ $
Sale 77,500.00 77,500.00 77,500.00 77,500.00 77,500.00 77,500.00 77,500.00
Sales $ $ $ $ $ $ $
Totals 8,525,000.00 17,050,000.00 28,675,000.00 29,450,000.00 34,875,000.00 64,480,000.00 183,055,000.00

8.1.2 COST ESTIMATE:

The costs for the sale of an average of 394 jeans per month

:
Table 30 Fixed Costs

104
Table 31 Variable Costs

8.1.3 MARKETING BUDGET:

To develop the previous strategies and tactics, it is necessary to assign the following
budget:

Table 32 Marketing Costs

TACTICS COST OBSERVATION

$ 48,000,000.00 Annual rent of the premises
e
nt $ 3,400,000.00 Adjustment of premises one time
ie
l Cl $ 4,000,000.00 Furniture and fixtures
a
io $ 3,441,000.00 Insurance
ic
rv
Se $ 900,000.00 Person in charge of inventory promotion and control
y
io
n $ 500,000.00 Monthly Advertising
ic
tr $ 2,000,000.00 monthly sellers
is
D
$ 9,600,000.00 Services
TOTAL $ 71,841,000.00 Total required to execute all the plaza tactics for one year

Sources: Project authors

105
Table 33 Payroll

The percentages presented for social contributions and parafiscal contributions are
current laws for Colombia.

8.1.4 BREAK-EVEN POINT:

To determine the break-even point, it is necessary to establish the cost of the jeans per unit and the
profit margin obtained from each one.

Tabla 34 Punto de equilibrio

Break-even point
Fixed costs $ 16,592,037.00
Variable costs $ 35,352.00
Selling price $ 77,500.00
Jean to manufacture $ 394
Monthly sales $ 30,508,751.72
Days month 30 $ 1,016,958.39
Average daily sales 13.12 UNITS

To achieve this break-even point as shown in the previous table, it is necessary to sell
394 pants at a selling price of 77,500 pesos

Table 35 Utility

Income $ 30,508,751.72
Expenses $ 16,592,037.00
Operational Utility $ 13,916,714.72
Business utility 46%

106
8.1.5 INCOME STATEMENT

Tabla 36 Estado de resultados

Net Present Value $505.410.488,47

Investment rate 25%

TIR 210%

By selling 13 pairs of pants daily at 77,500 pesos, a Net profit is generated of

156,904,869 million. This shows profitability for the business.

107
 9. CONCLUSIONS

The three main aspects that women consider important at the time
to buy their jeans are: 1. Quality: that they do not stretch or shrink during the
washed and lose color. 2: Design: that they find variety of the product, with
wear, accessories, material reliability, and highlighting their attributes
physicists. 3. Tonality: that they find availability of colors in such a way that
they can choose the one that best suits their needs

Women seek comfort, tranquility, and safety when getting dressed.

a pair of jeans that doesn't tear, doesn't mark the chubby areas, and allows for versatility
of movements, and for people to see them as comfortable and beautiful

3. The biggest difficulties when buying jeans are: 1. Discomfort when not
finding a garment that fits your physique, 2. Dissatisfaction: in many
cases buy the jeans and have to make modifications and 3. Disappointment: for not
find clothing to suit and measure or need

4. Women look for prestige in their jeans brand: that the garment distinguishes them.
of others giving them elegance and exclusivity 2. Innovation: to consider that the
brand garments invest a lot of time and money in continuous development
of their clothing. 3. Quality: clothing brand companies
they invest more resources in materials, ensuring greater durability of their
products

5. For women, the perfect jeans are those that provide them with comfort.
movements, perfect adjustment and has a range of colors according to its
characteristics or needs

6. Women admit to having used abdominal control girdle at least once.

in their life to improve their physical appearance, they consider that it causes discomfort
at the moment of using the bathroom, indisposition: it causes some women
reflux and gastritis when they tighten too much and finally some consider that
the belt affects your appearance as it stands out above the clothes or is very
evident.

7. The times of the year when women buy the most jeans are in their
birthday, in the month of December: taking advantage of the greater availability of
economic resources and in the months of January and February since it is the time of
year when they refer to finding jeans inexpensive due to seasonal changes, is
easier retail shopping co-management.

8. Regarding advertising strategies, they are well supported in

a brand and product launch campaign aimed at the force of
sales that will be marketed.

108
9. Regarding the strategies generated for the price, a constant is guaranteed.
product demand through the offering of benefits that range from the
discount for VIP clients achieving the capture of new and potential clients.

10. The bargaining power of suppliers depends on the characteristics

from the sector, such as the number of suppliers, their importance in the chain of
value or its concentration.

11. The bargaining power of suppliers in the fashion sector is low.

Indeed, the textile industry is characterized by suppliers that are usually linked.
to the decisions of buyers through design functions and
marketing, both internalized in the organization of large chains
distribution

It is observed that in the last 3 years there has been growth in the
garment industry which makes the business appealing
interesting to invest

13. The positioning of women in the labor area allows for their ability to
acquisition increases, also being women of a new business era, they
requieren sentirse bien y verse bien para poder entablar relaciones comerciales
with security

14. It is evident that the highest barrier to entry is the experience of the
competitors, but the entry advantage is exclusivity
(customization) of the product

15. Despite being able to obtain garments that could potentially replace our product, we
they find that none are capable of offering in their entirety what provides comfort
jeans

16. In the results obtained in the qualitative and quantitative phases, there
I can conclude that for customers the development of new products within
an existing market is positive. This helps to find greater supply at a
better cost, with greater purchase incentives.

17. After the preparation of this report, the strategic plan is created.
for the marketing of the company Comfort Jeans.

The manufacturing cost price of the product is 35,352 pesos.

109
19. The selling price was calculated using the parity pricing strategy having
with a minimum value of 65,000 and a maximum value of 90,000. For a final sales value of
77.500

20. According to the sales forecast which took expectations into account
for sale of it is expected to invoice a value of as of December 31, 2016
183,055,000

It should be taken into account that the minimum required sales are 394 jeans.
monthly for the company to be self-sustainable, as with this we find the
breakeven point.

22. The profit margin of the business is 46% with the estimated accounts at
closure of the second semester of 2016.

23. The average monthly return on this investment is 6%. According to the IRR

24. In general, it can be stated that the company Conforf Jeans as such, presents
with the contributions made here, an effective marketing plan that supports in a way
solid the project of expanding the company's product line through
marketing strategies in quality and ideal price that allow for forecasting a
better and favorable positioning in the clothing market.

110
 [Link]

It is recommended to conduct a monthly forecast control and keep a record of

same to measure sales performance against the forecast made for the
same. establishing the absolute and percentage variations.

It is recommended to perform monthly monitoring and control of the budget.

sales and verify their compliance to take corrective and proactive actions
according to the results obtained from the analysis in order to achieve a greater
profitability.

It is advisable to establish management indicators that allow for assessment.

sales performance.

[Link]
111
PHILIP, Kotler, GARY, Armstrong, Fundamentals of Marketing. Mexico
Fourth Edition, Prentice Hall. 1997.

[Link]

[Link]
me=[Link]

[Link]

Super Societies - Calculations Group of Economic and Financial Studies

[Link]
Public Geography/Spatial Analysis by locality/Atla
s Public Health/2014/Atlas of Health P
BAblica. Locality Suba [Link]

[Link]
to the textile [Link]

[Link]
II_Contents/additional_reading_5._Colombian_manufacturing_sector.pdf

[Link]

[Link] 13/mercado/[Link]

[Link]
fashion/205171

The eternal jean sells like hot cakes.

hot-149522

[Link]
hot-149522

[Link]
fashion/205171

112
info@[Link]

Institutional video cannabis jeans

xo7s0

[Link]
Sectoral Document_OEcco_Inexmoda.pdf

[Link]
[Link]

[Link]

[Link]
waist/?F_All=y

[Link]

[Link]

[Link]
WEB-TEMPLATE_GALLERY_PHOTOS-[Link]

COLOMBIAN INSTITUTE OF TECHNICAL STANDARDS AND CERTIFICATION.

ICONTEC. Compendium of Colombian technical standards on documentation:
Theses and other degree works. Includes 5th Update. Bogotá: Icontec, 2006.
89 p

113
 ANNEXES

12.1 FOCUS GROUP GUIDE

welcome greeting to the people who are accompanying us

2. explanation of the reason for the meeting and its purpose

3. brief explanation of how the research will be conducted

4. login

5. First stage questions

The moderator is responsible for asking questions to each of the participants.

Time: 15 min

Mention the 3 aspects that matter most to you when making a

purchase of jeans
How would you like to feel and be seen when wearing jeans?
What problems have you encountered when buying and using jeans?
What do you look for in a brand when buying jeans?
What would your ideal jeans be like?

6. Second stage

Se realizara una de las técnicas proyectivas seleccionadas (juego de roles)

The moderator will ask for 2 people who will represent 2 buyers from
jeans that seek to find a garment with the greatest number of benefits for
You all. And another person will be chosen to represent a seller who offers
all the qualities of your product in this case a Jeans.

Time 10 minutes

Third stage

Question session

Time 15 minutes

114
 What motivates you when buying a pair of jeans?
What catches your attention the most in the display case when searching?
a jeans warehouse?
Have you ever had to wear a girdle?
What problems have you had or heard that people have when using
a girdle?
Do you have a specific time of year for buying clothes?
[Link] stage

One of the selected projective techniques (collage) will be performed.

The moderator will indicate to organize into 2 groups to which they will be given
magazines with images, cardstock, scissors, glue, markers, and we will ask them
that a group makes a collage where they show how they like to feel and what
they see them in perfectly fitting jeans. The second group will create a collage where
express how they wouldn't like to see themselves in jeans, at the end of each speaker
group will socialize the bulletin boards

Time 15 minutes

9. Fifth stage

Presentation of the idea and questions regarding the concept

Time 10 minutes

As you may have noticed, our research idea is the

incursion in the market of jeans with abdominal control that is
measure of each client
How much would you be willing to pay for a garment like this?
characteristics?
How many of you would buy jeans with these features?
And finally, we would like to know what you liked and what you didn't like about our
market idea?
10. To conclude the session

Thanks to the staff for their active participation and contributions.

for the preparation of the market study. Delivery of snacks

115
12.2 SURVEY

Number_____

Nombre: _______________________ Fecha: ___________ Teléfono fixed

____________ Telephone cell phone: ____________Email electronic
______________________________

This survey is aimed at women aged 20 to 45 from social strata 3 and 4.

that receive salary income, with the aim of establishing habits at the time of
buy a pair of jeans.

Below you will find a series of questions. Mark with an X the

selected option.

What age range are you in?

Less than 20 ______ Finish

Between 20 and 30 ______ Continue
Between 30 and 45 years ______ Continue
4 More than 45 years: ______ Finish

Which stratum do you belong to?

One ____ Finish

2. Dos: ____ Terminate
3. Three: ____
Four ____
Five ____ End
3. What is your employment situation?

Employee ______

2. Unemployed ______
What is your level of education?

1. Primaria: _____ 2. Secundaria: ______3. Técnico: _____

4. Tecnólogo: _____ 5. Profesional: ____ [Link]: ______
mastery

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5. How many jeans do you buy in a year?

From 1 to 2 ___
From 2 to 4 ___
3. From 4 to 6 ___
4. From 6 to 8 ___
More than 8 ___
None ___ Termina

6. Which of the following attributes is the most important for determining the
purchase of a pair of jeans

Price ___
2. Design ___
3. Color ___
4. Comfort ___
5. Quality ___
7. On a scale of 1 to 5 where 5 is very important and 1 is not important at all
Rate the reasons that would motivate switching from one Jeans brand to another.

VERY LITTLE NOTHING

ATTRIBUTES IMPORTANT INDIFFERENT
IMPORTANT IMPORTANT IMPORTANT

Orma 5 4 3 2 1

Quality 5 4 3 2 1

Comfort 5 4 3 2 1

Design 5 4 3 2 1

Cost 5 4 3 2 1

8. How much would you be willing to pay for jeans that meet all the requirements?
attributes that you are looking for?

Less than 60 thousand ______

From 60 to 80 thousand ___ ___
From 80 to 100 mi ______
From 100 to 120 thousand ______
From 120 to 140 thousand ______
From 140 to 160 thousand ______
More than 160 thousand ______

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9. On a scale of 1 to 5 where 5 is completely agree and 1 is
completely disagree you how much do you agree on finding a
custom-fitted jeans.

Completely disagree ______

2. In disagreement ______
Indifferent ______
4. Agreed ______
5. Completamente de acuerdo ______
10. In which months of the year do you buy jeans?

1. Ene.__ 2.Feb__ 3. Mar.__ 4. Abr. __ 5. May___ 6. Jun___

7. Jul.__ 8. Ago.__ 9.Sep__ 10.Oct__ 11.Nov__ 12. Dic.___

11. Which of the following channels has the most influence when buying a garment?
to wear?

Television _____
2. Catalogs _____
3. Magazines _____
4. Radio _____
5. Reference _____
6. Warehouse _____
7. Others _____ Which: __________
12. When buying a piece of clothing, which payment method do you use the most?
frequency.

Cash: ____
2. Debit card: ____
3. Credit card: ____
4. Purchase bonds: ____
5. Others: ___ Which: _____
I would buy jeans that not only have a perfect fit but also provide a
abdominal control belt.

I definitely wouldn't buy it ____

I wouldn't buy it ____
14. Indifferent ____
15. I would buy it ____
I would definitely buy it. ____
THANK YOU FOR YOUR COOPERATION.

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