EVIDENCE BRIEF 9 AND ADVERTISING CAMPAIGN NAPLES FRESH

SERRANO PADILLA ARMANDO

SERVICIO NACIONAL DE APRENDIZAJE SENA

REGIONAL CUNDINAMARCA
CENTRO DE LA TECNOLOGIA DEL DISEÑO Y LA PRODUCTIVIDAD
EMPRESARIAL
TECNOLOGÍA EN GESTIÓN DE MERCADOS
FICHA 1667994
2019
Brief Naples Fresh SAS
1. Company information Present tense:
Name of the company  Naples Fresh SAS Group.
Trade’s name  Naples Fresh.
Company’s activity  Naples Fresh, is a virtual clothing store for men,
with unique designs and formal garments of
elegant and casual carving, this store has its
main headquarters in Bogota, its commercial
operation is exclusively online, which has a
main platform and shared publicity media, such
as social networks, alternate pages, among
others.
2. Company history Present tense:
History of the company in The company was born in May 2018, with an idea
detail. based on the online stores of developed countries of
 Advertising has North America and Europe.
been traditionally In these countries, fashion has evolved to another
done? level and its marketing is now virtual, which allows
 What kind of operating with network platforms, which are more
advertising and dynamic, allowing direct mass advertising and secure
what issues were transactions, by the use of smart technology in
addressed? equipment mobiles or computers.
 What were the In Colombia there are online sales pages, and that is
objectives of why the company Naples Fresh, bet to change the
previous direction of physical sales channels, by online.
campaigns?  No, the company has decided to advertise with
 What are the the new concept of the use of social networks,
characteristics of pages of most visits on the Internet in the city,
your product or on the company platform, with text messages
service? and voice among others.
 What is the current  Advertising was used with promotional videos,
position of your posters, images of the garments, text messages
product in the and voice.
market?  The advertising campaign wants to show men
looking for formal but modern garments, with
designs and style, leaving aside the classic and
traditional colors.
 The goal is to show the online store for the sale
of men's clothing and present a new concept of
men's fashion.

3. The product or service Present tense:
Description of the product
or service with all its
features:
 Physical (if it has)
 Chemical
characterization (if it
has)
 Packaging (if it has)
 Benefits
 Trajectory (how long
was it released)
 Lifecycle
 Legislation
 Modern clothing for men based on young styles,
European designs.
 Fabrics: high quality fabrics.
 Colors: durable and lively
 Designs: chords to the tendencies of
fashion.
 Currently the online clothing companies occupy
30% of the capital market.
Naples Fresh, in the Bogotá´s city, has the sixth
place in the standings, compared to the ten
most successful companies in sales in the city.
 Physical (if it has)
 Pants: made in drill, silk and cotton.
 Shirts: made of silk and cotton.
 Cloth costumes: made of silk and threads of
fine origin.
 Jackets: made of leather and synthetic
material.
 Underwear: made of cotton and spandex.
 Chemical characterization (if it has)
High quality fabrics in silk, cotton, cloth, leather and
other fine yarns.
 Packaging (if it has)
All clothing items will be packed in white or natural
cardboard boxes, with the company's printed logos.
 Benefits
Men's clothes that stylize the masculine side of the
person and thin fabrics that make the product of
very light high quality.
 Trajectory (how long was it released)
The garments are according to fashion and
collections that go on the market.
 Lifecycle
Indeterminate.
 Legislation
In accordance with Art. 632 of the Commercial
Code, the law is said to be an act of commerce,
every purchase of goods and merchandise to be
 resold, whether in nature, after having worked and
put them into work, or even simply to rent their use.

Due to the movable nature of the operations just

mentioned, it is clear that the purchase of real
estate for resale or lease is not an act of commerce.

Neither does the farmer who sells fruits of a farm

perform an act of trade, since the condition of
buying to resell is lacking. However, buying a
vehicle to rent it is an act of commerce.
4. SWOT matrix Present tense:
(Strengths, Weaknesses, STRENGTHS
Opportunities and Marketing of garments with novel and modern
Threats) designs.
 Weaknesses (they  High quality products at reasonable and
are internal to the affordable prices.
company)  Factory fabrics 100% national high quality.
 Opportunities (they  Technical knowledge in the manufacturing
are external, what process of male garments.
the sale  Online platform in social networks for the
opportunities are) marketing process.
 Strengths (they are  Constant update of the trends of men's fashion
internal) in Colombia and in the world.
 Threats (they are  Suppliers that work under the concept of
external) handmade to ensure impeccable finishes in the
manufactured garments.
 Online advice or personalized according to the
style and personality of each gentleman and
trends.
OPPORTUNITIES
New trends in the culture of men's fashion.
 Greater purchasing power of men from upper
middle strata.
 The use of social networks as advertising media
in the country.
 The use of technology as dissemination
channels for marketing.
 Trade by E-Business has a great impact on
customers.
  The development of new models in garments
according to the global trend.
 The possibility of expanding to new markets.
 Marketing of clothing in high social impact
events.
 Men of upper middle strata with considerable
purchasing power.
WEAKNESSES
 Price competition with the local market.
 Not have own machinery to manufacture
garments, but instead have suppliers that
support this part of the operation.
 That the client prefers purchases in physical
stores.
 There is no extensive experience in the virtual
market or E-Commerce.
 Limited capital for the process of marketing the
products.
 Not knowing clearly the competitors of the
specialized men's clothing market.
THREATS
 The arrival of imported garments of low quality
and lower costs.
 The increase in unemployment in the country.
 Changing the needs of men, facing fashion.
 The arrival of new competitors to the country
and the sector.
 Shortage of raw materials and the increase in
their cost to manufacture.
 Political crises in the country that affect the
development of local markets.
 Falsification of the brand in the market.

5. Budget Present tense:

It’s the money assigned to The initial capital for this project is $ 70,000,000,
the project. invested in the following way:
 Products: $ 45,000,000
 Locatives: $ 5,000,000
 Advertising and marketing: $ 5,000,000
 Legal reserve: $ 15,000,000
6. Consumer/Target Present tense:
Audience  End consumer: All the men from the city of
Describe the three types Bogotá initially.
of consumers:  Real consumer or objective: Men with
 End consumer: The purchasing power who want a change in their
person who style of dress.
consumes the  Potential Consumer: That person who has
product, but doesn’t income and has the power to decide on their
decide on the lifestyle and tastes when dressing.
purchase.  Describe the profiles:
 Real consumer or  Young man: with an adventurous, formal
objective: The spirit and with definite goals in life.
person who makes  Mature man, who has a futures plot that
the purchase shows income, looking for challenges and
decision. always wants to look good in any occasion.
 Potential  Elderly man: one who has already fulfilled his
Consumer: The goals, to devote himself to rest and enjoy life,
person who has a after having worked so much.
provisional contact  Demographic profile:
with the product or Men who currently reside in the capital of Bogotá
who will be the and its surroundings, who are people who want to
consumer in the make purchases an online experience and who
future. have control of the technology in their hands.
 Describe the  Geographic profile:
profiles Men of city, with work and economic independence.
 Demographic profile  Psychographic profile:
 Geographic profile Serious men, family, with free spirit, who always
 Psychographic want to look fashionable and attractive masculine.
profile
7. Present tense:
Competition/Positioning Direct competition: currently there are many
Describe the type of companies that have as their object, direct marketing,
competition your product such as:
or service has: Arthur Street.
 Direct D' Quality
 Hint Koaj.
 Main Competition Alberto Vo5.

Indirect competition:
Online C.
 Ebay
Amazon
8. Project objectives Present tense:
Describe the goal to be General objective.
achieved in your project. Implement strategies for the marketing of men's
clothing in the city of Bogotá initially, offering products
under a concept of quality, style and comfort, using
their own virtual and shared platforms to carry out the
Online-Try sales process, which allows them to
generate an experience more comfortable for the
target customer.

Specific objectives
 Identify, through previous research studies, the
trends, tastes and styles of the men targeted
by this analysis.
 Introduce new garments with a focus on
quality, style, trend and modernity.
 Propose improvement strategies regarding the
development of the marketing of the new
business model to promote an adequate
commercial activity.
 Encourage the use of social networks and
virtual platforms as an advertising medium to
make the products known to the target
customer.
 Encourage the trend of new products in terms
of clothing according to the needs of
customers.
 Propose a personalized design of customer
service, focused on dealing with the client's
personality and their social position.
 Create a suitable commercial platform that
allows the interaction between the future
businessman and the company.
 Create virtual applications, to generate the
sales process and rethink the marketing
model.
9. Market research Present tense:
Explain the market Initially in 2018, a survey was conducted on one
research you have made hundred men from the Colombian capital, to
in your project: which aredetermine the acceptance of an online store for men's
the latest changes of clothing, tastes as to the products and prices they
consumers and the target would be willing to pay.
public? Nowadays, forums and focus groups have also been
applied to analyze whether, with the change of
tendencies and external forces, like the government,
they are still accepting this type of men's clothing
marketing channels.
10. Schedule Present tense:
Include the distribution Direct distribution channels: as the project will initially
channels for the products be for the city of Bogotá, there will be a team of
of your project: distribution couriers, who will take the product directly
 Direct to the address indicated at the time of sale.
 Indirect Indirect distribution channels: for the cities
surrounding the capital, or in case of orders to distant
cities, a contract will be held with a transporter to
deliver the product in the destination city.
Advertising pieces:
Campaign 1
Campaign 2

Campaign 3