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

Shawl

ScarfCashmere

Shawl

Social Media

Marketing

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

We will 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

We would like to be part of fair trade.

Conclusions

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

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

Consumers will contribute to conserve the traditional rebozo, bytime 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

Approachwith Mexican

artisans

Marketresearch

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 onestore per

year.

Thanks…