1. Executive Summary
In the various activities related to marketing of products, such as production, distribution and logistics,the competition between companies is growing and gaining prominence in business discussions. The market demands that each organization has a position and a plan of action very well structured and specific, identifying clearly, your goal within your segment.
Due to the changing trends, the consumer behavior, and good products, the company should seek a good marketing strategy that is able to convey the intentions of their activities, ensuring financial returns for their business.
This report aims to analyze the positioning strategies through a case study on a ...view middle of the document...
As investment in technology is often very high, many companies opt for outsourcing their production, directing its efforts in strengthening the brand, new designs and new way of working through its own stores and franchises.
The current situation of this market is determined by a variety of consumers who have fundamental differences in consumption habits, change by the region in which they live, the choices and habits and so on. The purchasing power, culture, climate factors, cultural and economic impacts of each region determine not only the demand but also the positioning of companies in this segment. These factors have a direct influence on regional growth sector, resulting in an increase in production there. According to the Brazilian Association of Clothing (Abravest), the Southeast region is responsible for the largest clothing produced nationally, with 50.5% of the total, the Northeast takes 21.8% of production, and the South represents approximately 30% of production, major outbreaks are concentrated in South and Southeast, and we can observe the states of São Paulo and Santa Catarina as the main highlights. Importantly, these are also the most industrialized and developed regions, with the largest share of consumption and greater purchasing power.
3.2. Hering in the Market
Throughout the period of installation of the Germany company in Brazil, the investor decided to structure the new company on two fronts: the production area, ensuring product quality and marketing, which ensured the expansion of the brand. In 1893, they succeeded in taking the company name, registering it as Commercial Gebrueder Hering.
In 1964, the company started its export activities, a fact that sparked the new generation of the company desire and more sure that they should invest in the brand. Therefore, they adopted a bold philosophy, invested in industry and points of operation, growing rapidly, making it the largest knitting Latin America, around the 80's. This expansion allowed the company to create brand PUC and Hering Kids, being able to serve their customers more specifically.
Despite the traditional behavior, Hering always kept an eye on consumer trends and the changing market. So they decided to create the first store, Hering Family Store, a point that would serve as a reference for future network of franchise brand. In his communications, invested in social values , as the campaign "Breast cancer in targeted fashion." This campaign, besides contributing to the treatment of more than 800 000 women, positioned the company as a responsible organization and always attentive to your customer. In 1997, the company reached number 5 billion t-shirts manufactured and distributed in national and international market, has invested heavily in communications, approached more and more of your customer and keeping up with continued innovations. Created the Dzarm, jeanswear brand aimed specifically at young people.
In 2010, the company completed 130...