1.

COMPANY INFORMATION
Name: Lucyche footwear,comercial society.
Name of the company
Trade’s name Manufacturing different kind of footwear,
Company’s activity except leather and skin
Footwear and manufacturing leather and skin
footwear with and any type of sole.

Manufacturing
different kind
of
footwear,
except
leather and
skin
footwear.
Manufacturing
leather and
skin
footwear with
and any type
of sole.
Manufacturing
different kind
of
footwear,
except
leather and
skin
footwear.
Manufacturing
leather and
skin
footwear with
and any type
of sole.
 Manufacturing
different kind
of
footwear,
except
leather and
skin
footwear.
Manufacturing
leather and
skin
footwear with
and any type
of sole.
2. COMPANY HISTORY The origin of the company name which it
was registrated, belongs to a combination
as a tribute to the woman lucula arias,
foundress of the company, andque we

What kind of advertising and what
issues were addressed?
What were the objectives of previous
campaigns?
What are the characteristics of your
product or service?
What is the current position of your
product in the market?
3. THE PRODUCT OR SERVICE
added the Che as the combination of the
chelín english coin, which the queen
elizabeth II had her face on, although at the
company registration it was written as
Lucyche.
The advertisingwe perform is digital flyers
on footwear models manufactured by the
company, it doesnt exist a propper digital
language or a brand consolidation, about
corporstive values and strategic platform.
A previous objetive doesnt exist, imitate the
rivals and to sell more.
The product counts with the aplication of
layers and a resistent a highly though
heels on the surface which reduces the noise
generating a silent walk.
The internal cover counts with a shoe plate
that absorbs impact when youre
walking and rejects the humidity
accumulation
The shoe only has external costures.
The main packaging its ecologycal , because
its made with recicled fibers and it
can be decomposed easily or reused again
Our company place its not principal because
as a brand and with theirs products
doesn’t have an important placement on
market, or belogs to the leaders
challengers of footwear sector.
For high heels lovers, r100 models arrives,
with foam and expanded latexor
expanded pvc(2mm caliber) located between
the structural plate and the luxury
internal plate to, protect the, users heel and.
Provide comfort to the foot, anti-slip
sole made on pvc. Vibratingcolors, variety
on heights, and 100% quality certified.
 Packing:

- Camrel bag for each pair of shoes.

- Microcorrugated card by pair of shoes.
- Micro-corrugated card of greater dimension
for several pairs.

4. SWOT Matrix 1. With our current staff we are

archiving to respond the distribution
for ecomerce platforms
2. Potential market its considerably high
Strengths on main cities and médium ones.
3. Team work and good poiliticals on
sale.

1. There aren’t enough

proffessionals for the áreas.
Weaknesses 2. There aren’t plans for strategic
distribution detailed and
established.
3. Need to renew technology.

1. Credits support and capacitations for

Opportunities micro entrepeneur.
2. E-commerce grow.
3. Good attention and service.

1. Positional competency
2. Economical crisis
3. Economy slowdown
Threats
5. BUDGET For the advertising campaing, the resources
are 6millions pesos because we are
perfoming radio campaign, paid announces
on social media and press.
6. CONSUMER/ TARGET
AUDIENCE

people that wishes the product and works on

END CONSUMER administrative sectors,
commercials and hotel management.

GOAL
Potential market, are all the womens of
differents sectors that have highmedium
incomes.
7. COMPETITION/ POSITIONING
Competition: local companies in the city
 that produce the same lines and are
followers in the market.

Indirect: local, national and foreign

companies that produce other lines that can
substitute the product.

Principal: large multinational footwear

producers, national brands with tradition and
high level of positioning that tradition and
high positioning that are leaders in the
market.
8. PROJECT OBJETIVES Establish new relations with customers:
through relevant information collection
and to perform the same proccessing of the
same product beyond data base, with
the intention of getting to know, probe the
level of satisfaction with products or
services, for that to increase the value of the
products or offered services.

Branding positioning: implementation of a

web page, depending of the product or
service to add,a shopping car and payment
passarels, with spaces on forms to collect
data and support on client support; also it can
be implemented the creation of accounts on
social media, pay and apply strategies of
omnichannels, and addiccional to join webs
with its page to improve the search on
google adwords.

Branding consolidation: to mantain the

interest of clients, at the same time to make
loyals customers through the strenghtment of
the mission(essency) of the brand, the
differentiation and standarization of
proccesses. Its important the planning,
desing, excecution of strategies on marketing
that contributes to mantain a good
image in front of customers and competency.
9. MARKET RESEARCH A mored informed consumer compares
prices and is exercising two roles, the buyer
who is influencers of other users, consenting
buyers of ecological or social causes.
10. SCHEDULE A selective distribution system with a short
indirect cannel is chosen to avoid a high
number of intermediaries, also seeks to
 reduce costs in the distribution and ease in
handling the merchandise, allowing the
products are in certains points of sale. It
benefits the Brand with the prospect
creation higher product quality in the eyes of
costumers.

RADIO ADVERTISING

Today delivering Premium footwear, Luz&Chelín in your shoes!. That’s right enjoy
your chubby and shorty of 50% sale. Paying cash, we receive all payments types.

Place your orders at

@CalzadoLuz&Chelín on
Facebook or on Instagram at.
@Luz&Chelín_Calza and
participate in the raffle of
a spectacular combo
(mail,bag and shoes) or in our
store Av.1 10-50 with Quinta
street, downtown.
Our motivation, is to see you
leaving looking brand new
and happy
Place your orders at @Luzchelin.shoes on Facebook or Instagram at. @l&ch.soes and
participate in the raffle of a spectacular combo (mail,bag and shoes) or in our store San
silvestre shopping center – Local 102. Our motivation is to see you leaving looking Brand
new and happy.

Yes ma’am it’s to see you with a big smile after your purchase. We want to be with
you in all your steps you do. Desing variety, shades and styles, you don’t have to
care about your size we have to care about your feet with confortable and elegant
shoes although we cuddle your wellet with our spectacular discounts.

Always with you, Mother’s day, secretary day,and womens day,everyday of the year. Walk
confident and secure of yourself:none slip soles,termal pads,breathable materials,with a
high standard that you’re aware off already. New collection reléase enjoy it and let us guide
you by our consultants. If you don’t know us yet,come,we are waiting for you.

Feel like in your house.