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Colombia Cotton 2012

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Our assignment for class was sponsored by Cotton Incorporated. Our challenge was to make a marketing plan for Cotton Incorporated to increase cotton consumption in Colombia. This is our marketing plan and strategy to achieve that goal in Colombia. We focused on capitalizing on well known Colombian parts of society such as Totto, soccer, and cabs. We also focused on creating a realistically streamlined approach.

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Colombia Cotton 2012

  1. 1. COLOMBIA Cotton Sets the Pace Algodón Marca el Ritmo
  2. 2. Cotton Sets the Pace
  3. 3. Agenda AboutColombia Target Market Market Research Marketing Budget Plan & Timeline ConclusionCotton Sets the Pace
  4. 4. Agenda AboutColombia Target Market Market Research Marketing Budget Plan & Timeline ConclusionCotton Sets the Pace
  5. 5. About Colombia
  6. 6. About Colombia
  7. 7. Colombia Economic Social✴GDP 470 billion USD ✴Official language: Spanish✴5% GDP projected ✴Average age of 28growth rate for 2012 ✴Shopping malls growing✴US Free Trade in importanceAgreement signed in 2011, ✴Preference for naturaleffective in May 2012 fibers and quality
  8. 8. Colombia Economic Social✴GDP 470 billion USD ✴Official language: Spanish ✴Average age of 28✴5% GDP projected malls growing ✴Shoppinggrowth rate for 2012 in importance✴US Free Trade✴Preference for natural fibers and qualityAgreement signed in 2011,effective in May 2012
  9. 9. Colombia Economic Social✴GDP 470 billion USD ✴Official language: Spanish✴5% GDP projected ✴Average age of 28growth rate for 2012 ✴Shopping malls growing✴US Free Trade in importanceAgreement signed in 2011, ✴Preference for naturaleffective in May 2012 fibers and quality
  10. 10. Colombia Economic Social✴GDP 470 billion USD language: Spanish ✴Official✴5% GDP projected ✴ Average age of 28growth rate for 2012✴US Free Trade ✴ Shopping malls growingAgreement signed in 2011,effective inin importance May 2012 ✴Preference for natural fibers and quality
  11. 11. Colombia Economic Social✴GDP 470 billion USD ✴Official language: Spanish✴5% GDP projected ✴Average age of 28growth rate for 2012 ✴Shopping malls growing✴US Free Trade in importanceAgreement signed in 2011, ✴Preference for naturaleffective in May 2012 fibers and quality
  12. 12. Colombia Technology Environmental Legal✴Ranked 10th among the ✴Greatly improvedtop 15 nations with most ✴4th largest nation in Latin America national securityFacebook users ✴Farms small quantities ✴President Santos’✴96% of internet users reform project ison social media of cotton ✴Only has rainy and non increasing infrastructure✴Growing smartphone investmentpenetration rainy seasons Bicentenario de Independencia Colombia
  13. 13. Colombia Environmental Technology Legal ✴Greatly improved✴Ranked 10th among the ✴4th largest nation in Latin America national securitytop 15 nations with most ✴Farms small quantities ✴President Santos’Facebook users of cotton reform project is ✴Onlyof internet users increasing infrastructure✴ 96%seasons and non rainy has rainy investmenton social media✴Growing smartphonepenetration Bicentenario de Independencia Colombia
  14. 14. Colombia Technology Environmental Legal✴Ranked 10th among the ✴Greatly improvedtop 15 nations with most ✴4th largest nation in Latin America national securityFacebook users ✴Farms small quantities ✴President Santos’✴96% of internet users reform project ison social media of cotton ✴Only has rainy and non increasing infrastructure✴Growing smartphone investmentpenetration rainy seasons Bicentenario de Independencia Colombia
  15. 15. Colombia Environmental Technology Legal✴Ranked 10th among the ✴4th largest nation in ✴Greatly improvedtop 15 nations with most Latin America national securityFacebook users ✴President Santos’✴96% of internet users ✴Farms small quantities reform project ison social media✴Growing smartphone of cotton increasing infrastructure investmentpenetration ✴Only has rainy and non rainy seasons Bicentenario de Independencia Colombia
  16. 16. Colombia Technology Environmental Legal✴Ranked 10th among the ✴Greatly improvedtop 15 nations with most ✴4th largest nation in Latin America national securityFacebook users ✴Farms small quantities ✴President Santos’✴96% of internet users reform project ison social media of cotton ✴Only has rainy and non increasing infrastructure✴Growing smartphone investmentpenetration rainy seasons Bicentenario de Independencia Colombia
  17. 17. Colombia Technology Legal Environmental✴Ranked 10th among thetop 15 nations with most ✴4th largest nation in ✴Greatly improvedFacebook users Latin America✴96% of internet users national security ✴Farms small quantitieson social media ✴ of cotton President Santos’ ✴Only has rainy and non✴Growing smartphone reform project ispenetration rainy seasons increasing infrastructure investment Bicentenario de Independencia Colombia
  18. 18. Colombia Technology Environmental Legal✴Ranked 10th among the ✴Greatly improvedtop 15 nations with most ✴4th largest nation in Latin America national securityFacebook users ✴Farms small quantities ✴President Santos’✴96% of internet users reform project ison social media of cotton ✴Only has rainy and non increasing infrastructure✴Growing smartphone investmentpenetration rainy seasons Bicentenario de Independencia Colombia
  19. 19. Agenda AboutColombia Target Market Market Research Marketing Budget Plan & Timeline ConclusionCotton Sets the Pace
  20. 20. Agenda AboutColombia Target Market Market Research Marketing Budget Plan & Timeline ConclusionCotton Sets the Pace
  21. 21. Our Target Market✴ Men & Women, ages 18-34✴ Live in Cali, Medellin, and Bogota✴ $10,000-$12,500, average income✴ Middle to Upper Middle Class (Strata 3-5)✴ Target Market Size of 4 Million
  22. 22. Our Target Market Bogota✴ Men & Women, ages 18-34✴ Live in Cali, Medellin, and Bogota Medellin✴ $10,000-$12,500, average income✴ Middle to Upper Middle Class (Strata 3-5) Cali✴ Target Market Size of 4 Million
  23. 23. Our Target Market
  24. 24. Our Target Market
  25. 25. Our Target Market✴ Urban professionals/college students✴ Active lifestyles✴ Value quality✴ Use internet/social media
  26. 26. Agenda AboutColombia Target Market Market Research Marketing Budget Plan & Timeline ConclusionCotton Sets the Pace
  27. 27. Agenda AboutColombia Target Market Market Research Marketing Budget Plan & Timeline ConclusionCotton Sets the Pace
  28. 28. Our Research Primary Research Secondary Research✴ Online Survey: 92 ✴ 60 print and digital respondents sources including: Colombian government✴ Queried: websites, eMarketer, CIA ✴ fiber preferences, World Factbook shopping habits, personal traits✴ Interviews with twelve industry experts
  29. 29. Primary Research
  30. 30. Primary Research What does cotton mean to you? Comfortable Quality
  31. 31. Primary Research Are You An Active Person? 9% 91% Yes No
  32. 32. Primary Research What Type of Smartphone Do You Own? Windows iPhone Android Blackberry 8% 42% 19% 31%
  33. 33. Primary Research Where Do You Buy Apparel Hypermarket Boutique Store Mall 5% 9% 21% 65%
  34. 34. SWOTStrengths: Weaknesses:-Prior Cotton Incorporated exhibition -Affordability of synthetic fibersat Colombiatex -Nascent online shopping market-Large urban population -Low growth in apparel purchases-Active population-Colombia is one of the top ten users ofsocial mediaOpportunities: Threats:-Sponsorship of Colombian soccer and -Preference for sale price clothingcycling teams -Affordability of synthetic fibers-Fully developed textile supply chains -Economic volatility of region-Free Trade Agreement with US
  35. 35. SWOT Weaknesses: -Affordability of synthetic fibers Strengths: -Nascent online shopping market -Low growth in apparel purchases -Prior Cotton Incorporated exhibition at Colombiatex -Large urban populationOpportunities: Threats: -Active population-Sponsorship of Colombian is one of the top ten users ofclothing -Colombia soccer and -Preference for sale pricecycling teams -Affordability of synthetic fibers social media-Fully developed textile supply chains -Economic volatility of region-Free Trade Agreement with US
  36. 36. SWOTStrengths: Weaknesses:-Prior Cotton Incorporated exhibition -Affordability of synthetic fibersat Colombiatex -Nascent online shopping market-Large urban population -Low growth in apparel purchases-Active population-Colombia is one of the top ten users ofsocial mediaOpportunities: Threats:-Sponsorship of Colombian soccer and -Preference for sale price clothingcycling teams -Affordability of synthetic fibers-Fully developed textile supply chains -Economic volatility of region-Free Trade Agreement with US
  37. 37. SWOTStrengths:-Prior Cotton Incorporated exhibitionat Colombiatex-Large urban population Weaknesses:-Active population-Colombia is one of the top ten users ofsocial media -Affordability of synthetic fibers -Nascent online shopping marketOpportunities: Threats: -Low growth in apparel purchases-Sponsorship of Colombian soccer and -Preference for sale price clothingcycling teams -Affordability of synthetic fibers-Fully developed textile supply chains -Economic volatility of region-Free Trade Agreement with US
  38. 38. SWOTStrengths: Weaknesses:-Prior Cotton Incorporated exhibition -Affordability of synthetic fibersat Colombiatex -Nascent online shopping market-Large urban population -Low growth in apparel purchases-Active population-Colombia is one of the top ten users ofsocial mediaOpportunities: Threats:-Sponsorship of Colombian soccer and -Preference for sale price clothingcycling teams -Affordability of synthetic fibers-Fully developed textile supply chains -Economic volatility of region-Free Trade Agreement with US
  39. 39. SWOTStrengths: Weaknesses:-Prior Cotton Incorporated exhibition -Affordability of synthetic fibersat Colombiatex -Nascent online shopping market-Large urban population -Low growth in apparel purchases Opportunities:-Active population-Colombia is one of the top ten users ofsocial media -Sponsorship of Colombian soccer and cycling teams Threats: -Fully developed textile supply chains -Preference for sale price clothing -Free Trade Agreement with US of synthetic fibers -Affordability -Economic volatility of region
  40. 40. SWOTStrengths: Weaknesses:-Prior Cotton Incorporated exhibition -Affordability of synthetic fibersat Colombiatex -Nascent online shopping market-Large urban population -Low growth in apparel purchases-Active population-Colombia is one of the top ten users ofsocial mediaOpportunities: Threats:-Sponsorship of Colombian soccer and -Preference for sale price clothingcycling teams -Affordability of synthetic fibers-Fully developed textile supply chains -Economic volatility of region-Free Trade Agreement with US
  41. 41. SWOTStrengths: Weaknesses:-Prior Cotton Incorporated exhibition -Affordability of synthetic fibersat Colombiatex -Nascent online shopping market-Large urban population -Low growth in apparel purchases Threats:-Active population-Colombia is one of the top ten users ofsocial media -Preference for sale price clothing -Affordability of synthetic fibersOpportunities: -Economic volatility of region-Sponsorship of Colombian soccer andcycling teams-Fully developed textile supply chains-Free Trade Agreement with US
  42. 42. SWOTStrengths: Weaknesses:-Prior Cotton Incorporated exhibition -Affordability of synthetic fibersat Colombiatex -Nascent online shopping market-Large urban population -Low growth in apparel purchases-Active population-Colombia is one of the top ten users ofsocial mediaOpportunities: Threats:-Sponsorship of Colombian soccer and -Preference for sale price clothingcycling teams -Affordability of synthetic fibers-Fully developed textile supply chains -Economic volatility of region-Free Trade Agreement with US
  43. 43. Agenda AboutColombia Target Market Market Research Marketing Budget Plan & Timeline ConclusionCotton Sets the Pace
  44. 44. Agenda AboutColombia Target Market Market Research Marketing Budget Plan & Timeline ConclusionCotton Sets the Pace
  45. 45. Marketing Strategy✴Presence at major soccer games✴Partnership with retailer Totto✴Strong social media engagement✴Presence at key trade events✴Introduce TransDRY technology✴Focus on active lifestyleCotton Sets the Pace
  46. 46. Marketing Strategy✴Presence at major soccer games✴Partnership with retailer Totto✴Strong social media engagement✴Presence at key trade events✴Introduce TransDRY technology✴Focus on active lifestyleCotton Sets the Pace
  47. 47. Social MediaB B2 2B C
  48. 48. Social Media InstagramB Cotton Cabs B2 Trade Shows Totto Collaboration 2B Soccer Clasicos C
  49. 49. Soccer✴ Clasicos - two hometown soccer teams compete✴ Distribute TransDRY shirts with team logos✴ One per first 2,500 families✴ Totto employees with iPads photograph fansusing Instagram
  50. 50. Social MediaCotton Incorporated Meets Instagram
  51. 51. Retailer Collaboration
  52. 52. Retailer Collaboration
  53. 53. Retailer Collaboration ✴ Totto will license Cotton Incorporated TransDRY technology ✴ Will produce shirts for stadium giveaways ✴ In exchange for their logo on stadium shirts and full participation in all marketing events Totto will develop cotton based activewear line
  54. 54. Social Media Facebook/Twitter✴16 million FB users inColombia!✴Pay-per-click advertisingon Facebook✴Twitter page will increasevisibility
  55. 55. Cotton Incorporated en Colombia Españ Busca ir ol r EMPRESA FIBRA PRODUCTO CONSUMIDOR SOSTENIBILIDAD en Colombia Cotton Incorporated un recurso y compañero en el que puedes confiar para ayudarte a hacer productos excepcionales de algodón. DESCÚBRELO /empresa /fibra /producto /consumidor /sostenibilidad Prácticas agrícolas de Hilanderos, fábricas Creando demanda para el Asegurando el futuro para Todo sobre Cotton algodón, gestión de algodon, promocionando textiles, y tela y el algodon y el planeta. Incorporated, de donde fibras, pruebas, y productos nuevos e mercados no tejidas. viene y que hace. normas innovadoresCOMUNICADOS: HARDWICK ELEJIDO COMO PRESIDENTE DE COTTON INCORPORATEDSobre Cotton Educación Medio Ambiente Aprovisionamiento Media Últimas Noticias Historia Reporte Anual Oficinas Internacionales Ver ahora De donde venimos Ver ahora Servicios mundiales Eventos Los Anuncios Contacte Cotton Incorporated Calendario de eventos Ver ahora Información de contacto
  56. 56. Cotton Incorporated en Colombia Españ Busca ir ol r EMPRESA FIBRA PRODUCTO CONSUMIDOR SOSTENIBILIDAD en Colombia Cotton Incorporated un recurso y compañero en el que puedes confiar para ayudarte a hacer productos excepcionales de algodón. DESCÚBRELO /empresa /fibra /producto /consumidor /sostenibilidad Prácticas agrícolas de Hilanderos, fábricas Creando demanda para el Asegurando el futuro para Todo sobre Cotton algodón, gestión de algodon, promocionando textiles, y tela y el algodon y el planeta. Incorporated, de donde fibras, pruebas, y productos nuevos e mercados no tejidas. viene y que hace. normas innovadoresCOMUNICADOS: HARDWICK ELEJIDO COMO PRESIDENTE DE COTTON INCORPORATEDSobre Cotton Educación Medio Ambiente Aprovisionamiento Media Últimas Noticias Historia Reporte Anual Oficinas Internacionales Ver ahora De donde venimos Ver ahora Servicios mundiales Eventos Los Anuncios Contacte Cotton Incorporated Calendario de eventos Ver ahora Información de contacto
  57. 57. /fibra Nos enfocamos en estas zonas claves prácticas de cultivo de algodón gestión de fibra fibra de algodón y pruebas de Apoyamos una amplia gama de la utilizamos los datos HVI en productos de algodón investigación agrícola diseñado combinación con software Medir el algodón, hilo, y pruebas de para ayudar a reducir la huella avanzado permite a nuestros productos reconocidos por el AATCC y medioambiental de algodón y usuarios para mejorar los procesos ASTM para Investigación y el desarrollo de hilatura y la calidad del producto es el papel del Laboratorio de mejorar su rentabilidad. final Evaluación del producto CALENDARIO VER TODO Reunion de desmotadoras y productores algodónHOY Fiesta Internacional ALGODON Y EL MEDIOAMBIENTE Fiesta Internacional USA Tabla de AlgodónCOMUNICADOS: HARDWICK ELEJIDO COMO PRESIDENTE DE COTTON INCORPORATED Investigacion AG Educación y Divulgación Cultivos y Mercado Recursos Programas Disciplinas agrícolas Semilla de algodón Mejoracion de Variedades Informacion Ver ahora Ver ahora Ver ahora Ver ahora
  58. 58. Cotton Cabs Bogota Medellin Cali
  59. 59. Cotton Cabs Bogota Medellin Cali
  60. 60. B2B Trade Shows✴ Colombiatex, ColombiaModa, Cali Expo Show✴ Over 50,000 visitors✴ Feature TransDRY, Wicking Windows, and Storm Cotton technologies✴ On-site seminars Cotton Incorporated professional seminars✴ Register for technical education at factory location
  61. 61. Agenda AboutColombia Target Market Market Research Marketing Budget Plan & Timeline ConclusionCotton Sets the Pace
  62. 62. Agenda AboutColombia Target Market Market Research Marketing Budget Plan & Timeline ConclusionCotton Sets the Pace
  63. 63. Budget $20,000 $15,900 $15,100 $230,000 $7,500 $4,100 $1,900Exposure $164,50012,200,000 Cost Soccer Stadiumper Person Social Media Trade Shows Cotton Cabs Website $0.018 Seminars In Store Marketing
  64. 64. TimelineColombiatex January Soccer February Clasicos March Factory April Seminars May June Soccer Instagram July Clasicos August September Cali Expo October Show Factory November ColombiaModa Seminars December
  65. 65. Agenda AboutColombia Target Market Market Research Marketing Budget Plan & Timeline ConclusionCotton Sets the Pace
  66. 66. Agenda AboutColombia Target Market Market Research Marketing Budget Plan & Timeline ConclusionCotton Sets the Pace
  67. 67. Algodón Marca el Ritmo Cotton Sets the Pace
  68. 68. Algodón marca el ritmo Cotton Sets the PaceClaudia HuertaKatrina ComellaRichard AhrensAlexandra Tango
  69. 69. Algodón marca el ritmo Cotton Sets the PaceClaudia HuertaKatrina ComellaRichard AhrensAlexandra Tango

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