MARKETING

The follow includes a market analysis of the sports apparel sector, aimed a providing important information about the conditions in which "ANCORA" can develop within the sector of textiles and of the confection of articles in the city of Bogota 

 

CUSTOMER ANALYSIS:

The following survey was responded to by 109 people who use sports clothes. Its objective was to find sportswear consumption patterns and find out the requirements that has each kind of customer in this sector.

 

• Use of sportswear according to age range.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

72.5% of the population interviewed were under 25-years-old, which aligns with the target demographic of Ancora. The interview strategically targeted younger consumers who use athletic apparel, in order to better understand these users.  

 

• Use of sportswear according to occupation.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Due to the primary demographic of users being under 25, we found that of the consumers interviewed in this age range, a majority are students. By knowing this information, we know that we will need to make our products accesible and desirable to student consumers. 

 

• Fields of use.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

We can see that the area where most used sportswear is the field of sport (67%), followed by the use domestic (17.4%) and ending with the use in the day to day (15.6%). This highlights a need to provide clothing that is durable and efective during moderate to heavy athletic use. 

 

• Motivation for use.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

After the analysis of the previous graph, we can conclude that the main reason for buying sportswear is comfort (59.6%), while 26.6% of the population use this type of clothing by functionality. This can connect with the results of the previous graph in emphasizing the need to provide comfortable and funcional sportswear.

A surprising fact is that a low percentage of the population intervied buys clothes for "fashion", as we expected a higher percentage by the amount of "fashion" based marketing that we find in the environment of our product.

 

• Frequency of purchase.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

As you can see, the majority of the population (44%) sportswear purchases an once a year, while a 25.7% make purchases between two and four times a year. This fact shows that people buy sports clothing with very low frequency. For that reason there will be a necesity to reach a large consumer group, during key times throughout the year. 

 

• Expenditure estimated for purchase.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Most of the population spends more than $80,000 in each purchase (49.5%), 39.4% between $40,000 and $80,000

 

People who acquired sportswear knows that it must spend good amount of money to thus be able to acquire a good product that address you all the needs to be used - comfort, fashion, funcionality.

 

• Places of purchase.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Big brand stores are places where have increased demand for products. Respondents choose these establishments because of the quality, variety of products and for being recognized worldwide.

Small shops (25.7%) are in second and third the internet with an 18.3% where we can take advantage of this result and innovate our products and services, offering the customer a new form to purchase products, easily and with the best possible information.

 

SELLING PRODUCTS/SERVICES:

In our company, the sales are going to be especially across social networks (Facebook Twitter and Instagram) and by means of telephonic calls. Therefore our major advertising is going to be in social networks and our web page, the personal sale will be done by the support of leaflets and other promotional handous. Our sales force in a beginning will be composed by the personnel that is going to be employed initially, for the designer of collections, the coordinator of social and web networks, the administrator of sales and inventory and the coordinator of logistics. Later, when the company starts growing, there would exist the possibility of opening a point of sales and hereby there would be created the positions of sellers and administrator of the point of sale.

 

 

PRODUCT AND SERVICE PLANNING: Our strategy is to use one of the techniques most effective planning, test marketing, this method our company may try other marketing plans if necessary and can forecast future sales of new products. Because our company is expected to grow production and sale of sportswear, these new products could include different items for sports such as shoes, hardware, etc. needed for each specific sport. With regard to the positioning of our brand, the company will focus on selecting the best fabrics, suitable for sports clothes that fit the size and needs of all our customers. Before delivering any product we are willing to provide the best advice to our customers in order to meet their needs and bring greater satisfaction and comfort when making sport of their choice. After purchase, our customers will have the open doors of our company over the next 120 days to make any claims related to the quality of our products, provided they keep all garment labels, sales receipts and evidencing that it has not been used. Additionally our customers receive the products properly sealed in environmentally friendly packaging, with an approximate time of degradation of 5 to 10 years, with packages that provide the shipping companies that are intended to bring order to the place desired by the customer for our product. After approximately 2 years of the launch of our brand to the market, customers will be able to choose through our website, the colors you want from our clothes in the combination that everyone wants, and further open options for customers in relation to their needs by giving them the opportunity to design the clothes they wish to have. With this input, every 6 months a design meeting will be held in the company to choose the 2 best designs and take place under the same name that customers have given the product and entitled to 5% of the profits earned during the first year for that product.

 

PRICING:

Price

Leggings:      $ 65.000 COP

Tshirts:          $ 50.000 COP

Shorts:           $ 45.000 COP

Skirts:             $ 70.000 COP

 

All the prices that we expose here, are capable of changes due to variations of the dollar, of the workforce of the persons who make the articles and of different taxes. In the surveys that we realize, when we ask how much the people they are ready to pay for a sports article, the persons are arranged in the main more than 80.000 $ COP, in response to this, the company is prepared to obtain a position inside these ranges of prices in the products.

 

 

DISTRIBUTION: Our competition, in many cases distributes its products through retail or warehousing, in our

case we will not use this kind of method. Our distribution channel will be composed in principle by one or two suppliers (for fabrics, zippers, buttons, strings, etc.). After this step, we will send the designs already made by our designer and design team to persons responsible for drawing up the clothes, then take the garments made to our office / warehouse, where those conducting inventory will input garment information into the system. After customer contact with us and the completion of the sale we send orders to the assigned address for delivery, waiting and always ensuring the cordiality and best service to our customers.

 

 

MARKETING RESEARCH: The investigation of our company is based on a set of information gathered from the surveys, which were done by our team to look at what the people were going to buy and the range of ages, motivations of use, expense in this type of articles, and places in which he buys these articles. After the compilation of the information, they are organized and in Excel we do the tables and the results of the variables. This way we can analyze the information that they gave to us and do strategies of marketing of the Signature.

With this information we find different challenges that we know how to manage to be successful in business, and these challenges are:

- Remove Losses balances collection of different garments.

- Get appropriate inventory levels without running the risk of shortages or too much inventory.

- Minimizing the risk of deterioration of garments and raw materials.

- Schedule Production based on the needs of sale.

 

 

 

 

Customer Profile 

 

Our customers are male and females, ages 18-25, who enjoy sports, are students or are employed, have disposable income to make purchase on athletic clothing items for functional and casual use. These clients are most often willing to make purchases of athletic apparel 2-4 times a year, depending on seasons and necessities. Our clients are interested in style, comfort and functional use of the athletic apparel the purchase - wether it be for in home use or use while playing sports, they want the quality and style that fulfills their needs.