Tariff Code	Product
6214.30	Sarape.
Description.	It is a male item of clothing in the Mexican culture; it is essential for peasant and even more for people known as “Charros”, because its shape and clothing has several uses. The textiles used for process this item are wool and cotton.

Measure	It measures about 2 meters long and 1.40 m wide. and carries at its ends some fringes as ornament.
Color	Generally the SARAPE is manufactured in bright colors and patterns or designs easy to recognize.
Need to satisfy	The need that is going to be satisfied will be a social need, because its characteristics, el Sarape will generate attraction to the consumer and will comply the main object, represent the Mexican culture.

PRE-DISTRIBUTION.

Target Market: Oriental Republic of Uruguay.

Capital: Montevideo.

Population: 3, 316.328 inhabitants.

Currency: Uruguayan peso.

DEVELOPMENT.

El SARAPE DE SALTILLO S.A DE C.V, is a distributor located in the city of Puebla, an enterprise that aims to export this item of the traditional dress in the Mexican culture to the Uruguay’s market because there are similarity between their cultures and their trends of thought, also this item is significant into folklore.

“SARAPE DE SALTILLO” LOGO AND SLOGAN. 

SARAPE DE SALTILLO, as name used, is born as a representation of the place where is are producing these goods, we buy them in this State and adapt them in the city of Puebla; Since in Mexico, historically has been considered SALTILLO is the birthplace of the creation, adaptation and commercialization of this element which is part of the culture of the Mexican, remember that the first Mexican handcrafts shops, settled from the beginning of the 20th century in Victoria Street, in the city of Saltillo, where is quintessential attire Mexican folk was unveiled by its root sits evolution, its erase, and above all the quality of their tissues that have transcended our borders.

JINGLE

URUGUAYAN MARKET: CULTURAL FACTORS

Consumer characteristics of ponchos (similiar PRODUCT TARGET MARKET) in Uruguay, are determined primarily by two factors:

1. - Cultural features including typical forms of Clothing, Cultural representation by the gauchos of Uruguay to the Outside, besides the typical characteristics of Uruguay Country Man, good rider, typical humble farmer, who adopted a form of which, besides wear PONCHO / SARAPE, (large cloak type coat or blanket cut a slit in the center for the head) a machete (large knife) a whip (whip) and baggy trousers called field panties , held with a belt with a woven wool sash and wide leather belt adorned sometimes with coins (called handles), all these cultural traits were adopted by the culture of Uruguay generally of the customs of the Indians, while others cultural influences were imposed by the conquerors, as in the case of the Horse and the guitar.

2. - Feeling Nationalist ideology that bases its importance in the role played by the GUACHO within culture adoption by the country's population, and their representativeness is based on social movements somewhat fragmented the country's culture, projecting an image typical of the population in the international environment

ADAPTING.

The adaptations are based mainly on how this change, change could create or modify a need in the Uruguayan market?, So we mention that for the introduction of our Sarapes to this market use a Paradigm Shift in their culture, , we will use part of the Culture and Nationalism “Guacha” they already have established as part of their national identity in order to introduce our product, first we should mention that Uruguay is a pluricultural country, due to its geographical location, in addition to Population in Uruguay has no limits in terms of cultural expressions,  culture does not recognize political boundaries, which implies that the Uruguayans share certain cultural components with its neighbors, as in the case of Peru and Argentina, and given instance in Mexico, as in both countries, they have characters (Guacho / Charro) that are representative of the folk who own the country.

Analyzing this information, we believe that the paradigm shift is determined by the Culture, because these are conserving Guachos Nationalism that prevailed through their dress, ie the PONCHO, as part of Guacho typical dress in Uruguay, already established in the market, so consider using their cultural roots by introducing our product as part of their culture, but not leaving behind part of the Mexican, we introduce Sarapes without the hole in the middle, to thereby adapt to his style, but do not intend to leave behind, Mexican culture, we seek a similarity identification as its cultural aspects, the Uruguayan, purchase our product, like symbol identification Guacha culture, not as a possible escape from Mexico.

Distribution Channel 

The channel of distribution to be used will be through contact with broker, which made the distribution of our product to design interiors, costumes, costumes and handicrafts shops. Since this form this figure is very accepted in the majority of products and services, both for mass consumption as the industrial-type. A company or individual can be representative of a company, a division of products, brand, a whole line of products, or of some of them.

CONTAINER TYPE AND FEATURES USED.

The container for the case of Uruguay are using (Polymer Bag) is a container has a single cycle of use, it is very difficult for him to return to use, this is because the Cellophane, as be mentioned is a material which by its nature is a very resistant container, and very effective as it is able to withstand moisture, however, as ben is easy to tear by human manipulation, so, after the blanket is removed from the container is very difficult that the package can be filled with some other product, likewise, this polymer is biodegradable because, due to their physical characteristics, the polymer will disintegrate by natural means without natural effects to the environment as an optimum time in previous paragraphs according to new research, there are even daring to mention that this would be in complete degradation in a cycle of about a month.

Label  and Packaging Restrictions 

In this link you will find information about all the products that need any specific standard for labeling or packaging to enter into the Uruguayan market.

http://www.aladi.org/nsfaladi/guiasimportacion.nsf/e0fafadcfa076c91032574ef006e83c6/0fd6d945e54c1ed4032574be00508856?OpenDocument

You can find that the official name of our product is not include in this list, so this product don´t have arestriction to enter to the market.

Clothes Label

Marketing Strategies

For this product, there is indirect competitors that fall into the category of substitutes products, but they give to the consumer an idea of the comparative price, even the product of the competition is named "poncho" and have a littles differences with “Sarapes de Saltillo” on offer, is taken into consideration in planning the marketing strategy.

Of the two forms of marketing pricing, to introduce in a new market as the Uruguayan where competitors are indirect but also affect the use of the product, one chooses to pursue Pricing strategy. The pricing approach responds to two needs: set prices that deliver value to the customer and profitable sales pricing for the company, it is the goal of profitability through pricing supports only version I win-You win against to the I win-You Loose or I Losee-You win.

The pricing should be seen as a process that involves the coordination of sales and marketing decisions and financial decisions, ensuring the balance between value and cost of products.

Strategic fixation process in prices is through the following elements:

• The techniques and internal tools (such as costing techniques, setting pricing structures and price pooling).
• The perceived value to the consumer.
• The competitive value strategies.