TECHNOLOGICAL UNIVERSITY OF ZINACANTEPEC

"T.S.U. EDUCATIONAL PROGRAM IN MARKETING,

INTERNATIONAL BUSINESS AREA"

"INTEGRATIVE II"

CASE STUDY

LIC. OLGA LILIA MANZANO VIVANCO

STUDENT. FATIMA GUADARRAMA LOPEZ

GROUP. DN 5B DATE. 15/06/2023

INTRODUCTION
IN RECENT YEARS, ONE OF THE MARKETS IN WHICH A HIGHER LEVEL OF
COMPETITION HAS BEEN INTRODUCED IS THE MARKET OF WOMEN'S
CLOTHING STORES, DUE TO THE GREAT DEMAND CREATED BY THE
CONSUMER FOR THEM.

IN THIS MARKET THERE IS A LARGE NUMBER OF CHILDREN'S STORES

THAT SEEK TO SATISFY THE NEEDS, TASTES AND DESIRES OF CURRENT
AND POTENTIAL CUSTOMERS. THEY SEEK TO OFFER AN ATTRACTIVE AND
VERSATILE WAY TO ILLUSTRATE GOOD QUALITY PRODUCTS TO THEIR
CONSUMERS AND AT THE SAME TIME HAVE OPTIONS IN THEIR
MERCHANDISE.

THEREFORE, THIS PROJECT HAS TO TAKE INTO ACCOUNT VARIOUS

ASPECTS OF THE BUSINESS, WHICH HAVE TO DO MAINLY WITH THE
ANALYSIS OF THE CREATION OF THE COMPANY, MARKETING AND
FINANCIAL CONSIDERATIONS, ASPECTS OF THE INTRODUCTION OF THE
BRAND OWN AND WHICH VARIABLES WILL BE TAKEN INTO ACCOUNT FOR
THE DEVELOPMENT OF THE BRAND IN THE NATIONAL MARKET.
BOUTIQUE F&M

 MISSION

OFFER OUR CUSTOMERS QUALITY PRODUCTS AT AFFORDABLE PRICES

THAT MEET THEIR NEEDS AND DEMANDS, COVERING THEIR TASTES
ACCORDING TO THEIR STYLE OF SEEING AND LIVING LIFE.

 VISION

TO BE A LEADING AND RECOGNIZED COMPANY IN THE SALE OF CLOTHING,

ALSO TO EXPAND AND CREATE OUR WAREHOUSE CHAINS, PROVIDING AN
EXCELLENT SERVICE TO OUR CUSTOMERS EVERY DAY AND AT THE SAME
TIME ALLOWING US TO COMPETE IN THE NATIONAL MARKET WITH THE
BEST PRICES IN THE WORLD MARKET.

 LOGO AND SLOGAN

SAY GOODBYE
TO "I DON'T
HAVE TO
WEAR"
 1. CONSUMER PROFILE “BOUTIQUE F&M”
 MARKET SEGMENTATION VARIABLES
- DEMOGRAPHIC
AGE 18 TO 35 YEARS
SEX FEMALE
CIVIL STATUS INDISTINCT
SOCIOECONOMIC LEVEL C + HIGH MEDIUM AND
SOCIOECONOMIC LEVEL C,
MEDIUM TYPICAL
EDUCATION HIGHER AND POSTGRADUATE
- GEOGRAPHICAL
COUNTRY MEXICO
CITY ALL MEXICO
LOCATION ALL MEXICO
CLIMATE WARM, COLD AND TEMPERATE
- PSYCHOGRAPHICAL
FAMILY LIFE CYCLE LADY
PERSONALITY SAFE, OPEN, VISIONARY,
INDEPENDENT, UP-TO-DATE
- BEHAVIORAL
PURCHASE OCCASION MEDIA
BRAND LOYALTY HIGH
ATTITUDE TOWARDS THE POSITIVE/ENTHUSIASTIC
PRODUCT
SEARCH FOR PROFIT (QUALITY HIGH
STANDARDS)

 DESCRIPTION OF THE MARKET SEGMENTATION VARIABLES

- DEMOGRAPHIC
 AGE: THE AGE RANGE IS WIDE AS MOST WOMEN BEGIN TO
LOOK FOR THIS STYLE OF ATTIRE WHEN THEY START
COLLEGE OR WORK PROFESSIONALLY ONWARDS.
 SEX: OFFER MODELS EXCLUSIVELY FOR WOMEN.
 CIVIL STATUS: THE MODELS ARE VARIED SO THEY ARE NOT
EXCLUSIVELY FOR A PARTICULAR MARITAL STATUS.
  SOCIECONOMIC LEVEL: THE BRAND OFFERS COMPETITIVE
PRICES, RANGING FROM $500.00 TO $3000.00
CONSIDERING THE QUALITY OF OUR DESIGNS AND
CUSTOMER SERVICE, SO WE DEFINED THE SOCIO-
ECONOMIC LEVELS C+, MEDIUM HIGH AND SOCIO-
ECONOMIC LEVEL C, MEDIUM TYPICAL.

 PERSONALITY: ITS DESIGNS FOCUS ON FORMALITY BUT

ALSO ON THE STYLE AND COMFORT OF ITS CONSUMERS
WITH THE OBJECTIVE OF PROJECTING A PROFESSIONAL
IMAGE.

 EDUCATION: AND POSTGRADUATE STUDIES, WOMEN

GENERALLY LOOK FOR FORMAL CLOTHING WHEN THEY
BEGIN TO STUDY AT THE HIGHER EDUCATION OR
UNDERGRADUATE LEVEL.

- PSYCHOGRAPHICS
 FAMILY LIFE CYCLE: BECAUSE THE STYLE OF ATTIRE THEY
OFFER FOCUSES MORE ON FORMAL AND PROFESSIONAL,
THEIR DESIGN HAS AN ADULT STANDARD.
- PERSONALITY
 SAFE: THE FIRST QUALITY MUST BE THE CONFIDENCE
THEY HAVE IN THEMSELVES AND IS REFLECTED, IN TURN,
IN ALL THE TASKS THEY PERFORM BY DEVELOPING AN
ABILITY TO REACT EFFECTIVELY TO UNEXPECTED LIFE
EVENTS AND THE RISKS THEY TAKE ARE EXCITING BUT
REASONABLE.
 OPENED: MEANS BEING RECEPTIVE TO NEW IDEAS AND
DIFFERENT OPINIONS OR POINTS OF VIEW.
  VISIONARY: THIS IS THE ABILITY TO RECOGNIZE AND TAKE
ADVANTAGE OF OPPORTUNITIES TO THE FULLEST. IT IS

ABOUT ALWAYS ENJOYING THE PRESENT WHILE SHAPING THE

FUTURE YOU WANT TO ENJOY TOMORROW.

 INDEPENDENT: IS DETERMINED AND TAKES ADVANTAGE

OF HER MOMENTS OF SOLITUDE TO GET TO KNOW
HERSELF BETTER AND UNDERSTAND HER OWN NEEDS.
TIME ALONE IS QUALITY TIME THAT SHE IS ABLE TO
ENJOY AS MUCH AS MOMENTS IN COMPANY.
 UPDATED: FINALLY, SHE MUST BE INFORMED AND
UPDATED ON THE LATEST TRENDS THAT APPEAR IN THE
WORLD TO HAVE A COMPLETE VISION OF HER CURRENT
CONTEXT, AND SHE STAYS CONNECTED IN THE
DIFFERENT ASPECTS OF HER LIFE ALL THE TIME.
- CONDUCTUALS
 PURCHASE OPPORTUNITY: AS A RESULT OF THE PANDEMIC
MANY WOMEN HAVE SHOPPED FOR THEIR CLOTHES AND
SHOES ONLINE, HOWEVER THE SHOPPING EXPERIENCE IS
AVERAGE BECAUSE THEY DO NOT ALWAYS FIND WHAT
THEY ARE LOOKING FOR AND SOME WOMEN ARE STILL
NOT CONFIDENT IN SHOPPING ONLINE.
 BRAND LOYALTY: BRAND LOYALTY IS HIGH BECAUSE
CUSTOMERS RECEIVE THEIR ORDERS IN A TIMELY
MANNER, IN ADDITION TO RECEIVING EXCELLENT SERVICE.
 ATTITUDE TOWARDS THE PRODUCT: SHOPPING FOR
CLOTHES IS ALWAYS EXCITING FOR WOMEN, ENTERING
OUR ONLINE BOUTIQUE CERTAINLY GENERATES A
POSITIVE/ENTHUSIASTIC ATTITUDE IN ITS USERS.
  SEARCH FOR PROFIT (QUALITY STANDARDS): YOUR BRAND
GUARANTEES ITS QUALITY IN THE MATERIAL, MODEL, TYPE
OF STITCHING AND STITCHING DETAILS. IN ADDITION TO

OFFERING A SERVICE OF DELIVERY OF ORDERS IN TIME

AND ALMOST IMMEDIATELY.
2. PRICING METHOD AND RATIONALE
- COST-BASED PRICING METHOD: CONSIDER THIS METHOD AS
BASED ON THE WHOLE STORE ANALYSIS AS IT IS INDISPENSABLE
TO CONTEMPLATE RAW MATERIAL, TRANSPORTATION. ONCE WE
TAKE INTO ACCOUNT THESE EXPENSES THAT WE DO, WE ARE
BASED ON PLACING THE PRICE ADDING THE PERCENTAGE OR
FIXED SUM OF THE TOTAL COST TO CALCULATE THE PRICE OF
EACH GARMENT, SO THAT WE AS A STORE TAKE OUT THE PROFIT
THAT WE SPEND ON TRANSPORTATION AND RAW MATERIAL.
- PRICING METHOD BASED ON DEMAND: THE MORE A PRODUCT
OR IN THIS CASE A GARMENT IS ACQUIRED, THE HIGHER THE
DEMAND WILL BE, THAT IS TO SAY, THE HIGHER THE PRICE WILL
BE, FOR US EVERYTHING DEPENDS ON HOW SATISFIED THE
CUSTOMER IS WITH OUR GARMENTS, THIS MEANS THAT THE
QUALITY OF OUR GARMENTS IS GOOD, THAT THE PRICES ARE
ACCESSIBLE AND THAT WE HAVE VARIOUS FORMS OF PAYMENT.
- METHOD OF PRICING BASED ON COMPETITION: IN THIS METHOD
EVERYTHING DEPENDS ON WHETHER WE AS A STORE BUY THE
CLOTHES WE SELL WHOLESALE, IT WILL ALSO DEPEND ON THE
QUALITY OF THE GARMENTS, THE SUPPLIERS, THE MEANS OF
TRANSPORT AND ALL THOSE LITTLE DETAILS THAT WE AS A
STORE OFFER SO THAT WE CAN SATISFY OUR CUSTOMERS WITH
THE BEST QUALITY.
3. PROMOTIONAL MIX STRATEGY
 - ADVERTISING: IN ADVERTISING, AS A BOUTIQUE, WE WILL SEEK
TO CALL THE ATTENTION OF OUR CUSTOMERS THROUGH SOCIAL
NETWORKS, SINCE THE MOST PART OF SOCIETY SPENDS MORE
TIME ON SOCIAL NETWORKS. WE WILL ALSO SEEK TO ATTRACT

YOUR ATTENTION BY SENDING YOU EMAILS, WITH OUR

DIFFERENT OFFERS.
- SALES PROMOTION: WE WILL MAKE THE PAGES OF SOCIAL
NETWORKS ATTRACTIVE FOR OUR CONSUMERS AND OF
COURSE THAT THE PRICES OF OUR GARMENTS ARE ATTRACTIVE
IN ORDER TO CALL MORE ATTENTION FROM.
- PERSONAL SALE: EVERY TIME OUR CUSTOMERS BUY IN OUR
STORE, WHETHER PHYSICAL OR ONLINE, WE WILL MAINTAIN
DIRECT COMMUNICATION WITH OUR CUSTOMERS AND LET THEM
KNOW ABOUT OUR DIFFERENT OFFERS AND PROMOTIONS.
1. WHY BUY IN THE BOUTIQUE?

A) BECAUSE IT HAS LOWER PRICES

B) THE QUALITY OF THE CLOTHES IS GOOD

C) BECAUSE HE HAS BEAUTIFUL AND FASHIONABLE CLOTHES

D) BECAUSE IT HAS EASE OF PAYMENT

2. WHAT BRAND OF CLOTHING DO YOU BUY MORE?

A) ZARA

B) BEWARE OF THE DOG

C)BERSKA

D)H&M

3. WHY DO YOU LIKE TO BUY CLOTHES IN THE BOUTIQUE?

A) BECAUSE THE PRICES ARE ACCESSIBLE

B) BECAUSE THEY HAVE GOOD CUSTOMER SERVICE

C) GIVES GOOD

4. HOW DO YOU LIKE TO BUY CLOTHES, ONLINE OR PHYSICALLY?

I LIKE TO BUY CLOTHES IN PHYSICAL SINCE I CAN MEASURE THE

CLOTHES AND CHECK THE QUALITY.

5. HOW OFTEN DO YOU BUY CLOTHES?

PERSONALLY, I BUY CLOTHES ONCE OR TWO A MONTH.

6. HOW MUCH ARE YOU WILLING TO SPEND?

FROM $500.00 TO $3000.00

4. STRATEGY TO SELL CLOTHES

- DESIGN SOME PROMOTIONS, OFFERS AND DISCOUNTS: IN THIS
CASE WE AS A BOUTIQUE WILL DESIGN A 2X1 ON THE
GARMENTS, ALSO OUR CUSTOMERS WILL HAVE DISCOUNTS ON
THE GARMENTS, AND SOMETIMES THEY WILL BE ABLE TO WEAR
A COMPLETE OUTFFIT.
- HOLD PERSONAL EVENTS TO ATTRACT AND RETAIN CLIENTS: WE
HOLD EVENTS SUCH AS THE CATWALKS WITH OUR COLLECTORS.
- MAKE COMMUNICATION PERMANENT AND EFFECTIVE THROUGH
AN ESO-SPECIFIC TARGET: THE IMPORTANT THING FOR US WILL
BE ANNOUNCING IN ANY WAY WITH OUR CLIENT, THE DISCOUNTS
WE OFFER, WHETHER WITH ADS OR PUBLICATIONS THROUGH
SOCIAL NETWORKS.
- DECORATE THE INTERIOR OF THE STORE IN AN ATTRACTIVE
WAY: WE HAVE DECIDED THAT OUR BOUTIQUE IS PINK SINCE THE
 PINK COLOR IS SUITABLE FOR STORES FOCUSED ON A FEMALE
IMAGE.
- TRY TO PACK THE PRODUCTS PROPERLY SO THEY WILL BE WELL
PRESENTED: OUR PACKAGING WILL BE WITH RECYCLABLE
BOXES AND BAGS FOR THE CARE OF THE ENVIRONMENT AND TO
BE AN ECOFRIENDLY COMPANY AND SO WE CAN HELP A
FOUNDATION OF DOGS IN A SHELTER.

- INTERVENE IN ADVERTISING IN THE MEDIA: OUR TYPE OF MEDIA

WILL BE SOCIAL NETWORKS LIKE INSTAGRAM AND FACEBOOK,
SINCE DOING A MARKET STUDY WE HAVE REALIZED THAT THE
MOST OF CONSUMERS SPEND MORE TIME ON THESE SOCIAL
NETWORKS.

5. PRICE STRATEGY
- PRICES BASED ON COMPETITION: AN ADVANTAGE MAY BE THAT
THEY ATTRACT THE PUBLIC BUT OFFER LOW PRICES AND A
DISADVANTAGE IS THAT EVEN THOUGH WE OFFER THE SAME
PRODUCT TO THE SAME PERSON, OUR BRAND AND THAT OF THE
COMPETITORS IS STILL NOT THE SAME.
- PRICES BASED ON DEMAND: ANOTHER WAY TO SET OUR PRICES
IS TO CONSIDER THE OPINION OF OUR CUSTOMERS, THIS
MEANS DOING RESEARCH, TESTING PRICES AND CHANGING AS
BUYERS RESPOND.
- PRICES BASED ON COSTS: THERE ARE MANY PRICES THAT ARE
BASED ON COSTS, THAT IS, THEY PUT EVERYTHING THEY PAY
FOR EACH ITEM SOLD ON PAPER AND PUT OUR PROFIT MARGIN
ABOVE IT.

CONCLUSION
THE INTEGRATING PROJECT ALLOWED US TO CARRY OUT A PROCESS IN
WHICH INFORMATION WAS EXECUTED, COLLECTED, ANALYZED, AND
ORGANIZED IN ORDER TO INCORPORATE FORMS AND GENERATE
QUERIES AND REPORTS WITH INFORMATION BASED ON THE COMPANY. BY
CARRYING OUT THE INFORMATION SYSTEMATIZATION PROCEDURES, THE
COMPANY MANAGES TO HAVE AN ORGANIZATION IN THE DATA PROVIDED
BY ITS CUSTOMERS, SUPPLIERS, ETC.

THE DATABASES ARE MADE BY FORMING STRUCTURES (TABLES) WITH

WHICH RELATIONSHIPS ARE MADE, SO THAT QUERIES CAN BE MADE WITH
CERTAIN DATA AND GENERATE REPORTS ABOUT THE COMPANY.