BRIEF CREATVO

NATIONAL LEARNING SERVICE SENA

CREATIVE BRIEF FOR LAUNCH OF NEW PRODUCT

GROUP # 6
JENIFFER ESTEFANIA BECERRA RUIZ
JENNY PAOLA MUÑOZ MUÑOZ
HECTOR FABIO RODRIGUEZ GONZALEZ

MARKETING MANAGEMENT

SHEET 1749870

2018.
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BRIEF CREATIVO BOUTIQUE "FASHION JHEP´S PERFUMERIA, CLOTHING AND ACCESSORIES

SINCE ALWAYS, THINKING OF YOU!

CLOTHING ACCESSORIES BOUTIQUE" FASHION JHEP'S "PERFUMERIA,

CLOTHING AND ACCESSORIES SINCE ALWAYS, THINKING OF YOU!

Company name: BOUTIQUE “FASHION JHEP’S” FASHION

Surname of the person in charge of the project: JENYS PAOLA, HECTOR Y JENIFFER

Telephone number of the person in charge: 3003980132

E-mail of the person in charge JENNIFERBERRU@HOTMAIL.COM

LAUNCH OF PRODUCT

CLOTHING AND COMPLEMENTS BOUTIQUE “FASHION JHEP’S”

•The deadline to submit a proposal and budget will be [ November 26, 2019]

•The company will review the proposals between [August 15] and [September 30,
2019]

•The company will announce the proposal that best fits its objectives on [October
2019

•The provider company may not be working with another company from the same
sector

•It is essential that real and similar cases be sent to the project along with the
budget or proposal.
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CURRENT SITUATION OF THE BRAND

Entrepreneurs JHEP'S Boutique Company, in order to venture into the world of sales
especially those related to clothing, accessories and perfumery born in 2018, founded
by three large.

Our company starts with many lines of products, clothing for women, men, earrings,
chains, jewelry, wallets, belts, belts, bags, purses, perfumery, etc., all of recognized
brands like this: LEVI'S
AEROPOSTALE
ZARA
CHANEL
RALPH LAUREN
AMERICAN EAGLE
ADIDAS
LACOSTE
HOLLISTER
GUCCI
ABERCROMBIE
OLD NAVY
DIESEL
NAVY
NIKE
GAP
PUMA
DKNY
BURBERRY

PUBLIC OBJETIVE
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PUBLIC OBJECTIVE

The location of the Boutique is planned in the city of Manizales (Caldas),

The products that will be marketed in the company are aimed at ladies and
gentlemen, between the ages of 18 and 50, casual clothes (Jeans, t-shirts,
shirts, polo, blouses, wallets, necklaces, jewelry in general, rings, watches,
lotions and perfumes among others)

BUYER (PEOPLE)

Age: 18 and 50 years Sex: Both Occupation: university students, professors,

professionals, employees Strata : 3,4 and 5.

Marketing professionals with decision-making power (marketing directors

coordinators, agency owners, etc.)

With our garments we intend our distinguished clientele, lifestyles inspired

by the great catwalks, taking into account the favorable climate for the use
of various garments.

PROJECT OBJETIVES
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The main objective of the project is to grow as a solid, profitable and successful
company, becoming synonymous with fashion and innovation at local, departmental
and national levels.

We also have other objectives:

•Compare customer satisfaction levels in the commercial premises and make the
necessary changes.

•Define the real relationship between surveys and customer satisfaction.

•Determine if it is to the liking of our customers and the staff that works the locations
and location of the warehouse.

•Compare the degrees of customer satisfaction in the commercial premises And

make the necessary changes.

•Define the real relationship between surveys and customer satisfaction.

•Determine if it is to the liking of our customers and the staff that works the locations
and location of the warehouse.

PRJECT CALENDAR

Launch: between [December 15 and 31 of the same month, this year 2019
Project duration: 5 months

COMPETITION
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The direct competitor of the brand is FALABELLA

WWW.FALABELLA.COM

Other competitors :

TENNIS http://www.tennis.com

MANGO http://magos.com

H&M http://H&M.COM

SEVEN SEVEN https://www.sevenseven.com/

CHEVIGNON https://www.chevignon.com.co/

PROJECT ACTIONS

To carry out the project points because based on these we will work to consolidate
our brand and the product that we want to promote, thus fulfilling our objectives, it is
necessary to take into account the following We need:

•A proposal for a strategic plan

•An implementation calendar

•A detailed budget of all the items

•The KPls (performance meter) that will be taken into account to measure the
success of each of the proposed actions

•The resources that will be used to start the project and maintain it (provider
resources) •Content and resources of the client (Example: personal, content
creation, graphic resources, etc ...)

BUGGET
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This project has a base budget taking into account that if it were to be implemented it
could not exceed $ 500,000 for a total of $ 2,500. 000 Colombian pesos for the
preparation of advertising, continuous maintenance and updating is also necessary to
keep it positioned in the best way.

The budget for this project is detailed by items:

FEES and implementations $ 300,000 per month Advertising investment $ 2,000,000

Other expenses $ 200,000

ATTACHED RSOURCES
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Market analysis through survey and research

MARKET RESEARCH PRODUCT AND / OR BOUTIQUE SERVICE "FASHION

JHEP'S" PERFUMERIA, CLOTHING AND ACCESSORIES SINCE
ALWAYS, THINKING OF YOU!

INFORMATION COLLECTION PLAN

•Target market Definition and location of the market.
a) Identified segment

The location of the Boutique is planned in the city of Manizales (Caldas),

the products that will be offered are aimed at people in both sexes
between the ages of 18 and 50, which according to official DANE data is
counted with an approximate of

Demography:

According to the figures presented by the CIE (Information and Statistics

Center) for 2016 Manizales has a population of 400,136 inhabitants, 48%
are men and the remaining 52% women. 28% are under 20 years old,
while 16% of people are 60 years old and older.

Given these official statistical data, it can be deduced that

•100% of the inhabitants of Manizales women are the majority with a

52% percentage.
•100% of the inhabitants of Manizales, people between the ages of 20
and 60 are 64%.
•11,225 commercial establishments, 82% are natural persons and the rest
are legal entities. •The participation of legal entities, 80% is represented
by the Public Limited Company and the Simplified Public Limited
Company.
•The commercial formality rate of Manizales is 91%.
•The communes with the largest number of establishments are
Cumanday, Palogrande and San José.
•50% of the commercial establishments in the city are young businesses
(up to 3 years old).

It can be deduced that there is a high probability of success in the

planning, execution and operationalization of the "FASHION JHEP'S"
Boutique, in this Great city for all the statistical factors discussed above.

Sources: DANE-Mayor's Office Manizales, Manizales Chamber of

Commerce, Wikipedia.
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