Marketing plan

Marketing Plan for Litchi

1. Mission Statement
Somos una empresa que busca cambiar los hábitos de la mujer a la hora de dormir, concientizándola de la importancia de sentirse cómoda y bonita. Esto se logra por medio de diseños innovadores y versátiles, en el mercado de la ropa de dormir.
We are a company seeking to change women’s habits when sleeping, making them aware of the importanceof feeling themselves comfortable and beautiful. Litchi accomplishes this by designing versatile and innovative pajamas in the market of night clothing.

2. Internal Environment
4C’s:
a. Company: This is a small company that is appealing for many women. The information of the company and its products is much reduced. The company is looking forward to offer a comfortable and unique optionto wear at sleeping.

i. Production Capabilities: Litchi doesn’t have much production capacity. It can only produce 600 pajamas per year, divided in two collections. It doesn’t produce in mass like other companies that sell pajamas.
ii. Human Capabilities: Litchi outsources almost all the steps of the production. The only fixed employee is the owner that designs and manages the company.iii. Financial Capabilities: Litchi doesn’t have much financial capabilities, it has a low capital.
iv. Marketing Mix (Actual):
Product: The pajamas in different designs and forms. The product is packed in an organic fabrics-made red bag with the brand name on it (Litchi) in green typography that may be useful for several activities. The actual tag is white; with the name brand inorange, red and black; in the bottom of the tag there are two litchi fruits. The bag and tag preserve the same brand colors. The idea of this product is to make feel women pretty and comfortable during the night. If the product results damage it may be replaced only if it is after an evaluation of each pajama.

The packing and tag:

Place (distribution): The product is distributed by personal sales.This is executed by the owner and another lady that personally sell the pajamas to the customers. The sales lady, named Ana, is a housewife that sells a variety of clothesto people that live in El Poblado. Currently Litchi is trying to sell the pajamas in boutiques or stores both in Medellin and Bogota. In Medellin, Litchi already sells pajamas in a boutique in Complex Los Balsos called C+M.Promotion: It only includes personal selling, Lina and another women offer the product to women (customers), in many places and ways. Right now, Litchi is working in the web site to improve brand image through Internet. The bags have a multifunctional port-purchase use, therefore creating indirectly publicity.
Price: Prices vary according to raw materials costs. The night suits prices vary from$60.000 pesos and $140.000 COP, according to the design, quantity of required fabric, quantity of pieces that the pajama has and the origin of the fabrics used (imported or national).
b. Collaborators
i. Suppliers: The suppliers are Corbeta and Fabricato for local fabrics and Sprintex for imported fabrics. For other supplies such as buttons and threads Centro de Adornos Bombay.
Theoutsourcing process begins when Lina, the owner, searches for fabric from local and foreign suppliers in Sprintex. For foreign suppliers she checks if the suppliers have the fabric in stock, and then she makes the order, after that she contacts the supplier in the foreign country and then she pays the supplier via Bancolombia and sends the “Swift” message (Society for Worldwide Interbank FinancialTelecommunication), then the suppliers deliver the order and the shipment can take up to 10 working days. For local fabrics she goes to the supplier, verifies stock and makes the order, and then the fabrics are shipped the next day. Afterwards she cuts the fabric in order to make the different designs of the pajamas and take them to the seamstresses where they sew the pajamas. When the pajamas are ready...