Internationally Mexican handicrafts have great

recognition and measurement , being products

that show the cultural diversity of society ,

allowing to become an attractive market with

growth potential sector. (UNESCO, 2004)

Unfortunately, the production of the Rebozo in

Mexico has gone through a severe crisis caused of

various factors such as weak demand and high

production costs.

INTRODUCTION

Company

Mission“Our mission is to preserve the culture of the Mexican Rebozo, with the best quality and design, helping to provide sustainable employment for the artisans we work with”

Vision“Integrate the Mexican culture of the Rebozo as a fashionable pledge in the international culture. Impacting in a fair trade”

Values• Respect • Loyalty • Honesty • Responsibility • Transparency

Segmentation

Women between 25 and 40 years who enjoy having a unique style, with classic pieces, but with a modern twist, who are in search of products with quality and that can be certificates with a long life.

Marketing Plan

Product

The material will depend on the model of each Rebozo, as we have said the main are: Cotton, loom, silk. Also the design will depend on each one.

Price

The strategy will be two different prices , the first being for distributors or clothing stores sold the product.

Place

According to our kind of costumers, our products will be distributed to boutiques at Paris, France and some small fancy clothes stores. Also on the website will appear a specific place where you can buy any of our products just by clicking on it and paying for the shipping

Promotion

Above the line (ATL): Magazines “haute couture”; outdoors: bus stops in places near to stores of haute couture.

Through the line (TTL): Social media; events: launch party to introduce the product; web page: where you can find it, where you can bough it and information about the product.

Competitors

ShawlScarf

Cashmere Shawl

Social Marketing Plan

Product

Empower the Mexican artisan producer of rebozos.

Price

All the costs that are going to be need to create and develop this plan.

Promotion

It will be advertising at magazines and bus stops. Social media; events; web page.

People

Mexican artisans who are involved to this project, the company staff, and the people of stores.

Process

It will be contact the Mexican embassy in France, to promote the product and create a project, considering that this could serve as link to get more customers.

Physical evidence

The goal is to be part of fair trade.

Conclusions

Angustias Rebozo is a viable option, because for producers who are supporting, and stores which sell to consumers because of it has discovered that the French market has potential purchasing power to consume these products. Similarly, at the same time, the French market likes this kind of accessories. In addition to this, France is an excellent market to promote, because it is evident that it is a great icon in the fashion world, it is expensive, important and exclusive couture.

When someone buy our product, everyone wins: consumers support producers who are struggling to improve their lives, also shopper could buy products in line with their principles and values.

Consumers will contribute to conserve the traditional rebozo, by time they get a Mexican product made with high quality.

Recomendations

Market research

After sales service

Ask for help to the government at France and Mexico

Search a new target: Men

New aliances

Diversify the product

Proposals

Approach with Mexican

artisans

Market research

Created an agreement with stores

items

campaign of introducing the product

to the market

Evaluation of the

sustainability

Open new stores in France

Open new stores in

other countries

Open one store per

year.

Thanks…