Tariff
Code
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Product
|
 |
6214.30
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Sarape.
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Description.
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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
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It measures about 2
meters long and 1.40 m wide. and carries at its ends some fringes as
ornament.
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Color
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Generally the
SARAPE is manufactured in bright colors and patterns or designs easy to
recognize.
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Need to satisfy
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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.
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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.
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.
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.
