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Ka.O.Be 2012-2013 (ES)

Presentación en español
by

Kaobe Underwear

on 15 November 2012

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Transcript of Ka.O.Be 2012-2013 (ES)

1. PRE-PRODUCCIÒN: Lograr difusión enfocada de al menos 40,000 espectadores previo al evento.

2. PRODUCCIÒN: Lograr la visita de los medios claves nacionales e internacionales al evento, así como los lideres del mercado meta tanto como comercios y público general.

3. POST-PRODUCCION: Lograr difusión enfocada por medio de la publicación de la fotografía y video correspondiente al evento OBJETIVOS REDES SOCIALES (FACEBOOK - TWITTER - VIMEO) 2012 2013 PLAN DE MEDIOS ENTREVISTAS ANTES DEL EVENTO Ka.O.Be en medios
y expos EVENTOS Una mujer Ka.O.Be es... NATURAL INTELIGENTE ACTIVA TIENE METAS CONSCIENTE REVISTAS FERIAS T.V EXPOS Feria de diseño Independiente. Palermo Soho, Argentina
Segunda Bienal Iberoamericana de diseño para todos. Madrid, España The turn around strategy Establishment of Nike Women New market segment for Nike t.v Casual Fashion Mass Market
Potential Target
Mirror Effect New market segment for Nike (2) Invitados Fashion
Open the market
Reinvent itself
... 1) Reverse positioning
2) Breakaway positioning The means to convert, change or transform a loss-making company into a profit-making company, an attempt to reverse declining sales. Nike has been seen for a long time as being non ethically correct regarding it's labor force, as one of their strategy was to outsource their production as a way to cut costs Problem? - "Changing the Game" study

- Increasing their brand portfolio

- Finding athletes with a good image and values Solution AUTENTICA Perfil (CR)
Estrategia & Negocio (C.América)
SOHO (CR)
Su casa (CR) C.R Fashion Week
Ferias de empresariales, tales como Bolsa Nacional de Valores, Procter & Gamble, Banco Nacional, entre otras. Hábitat Soluciones, Canal 7
Giros, Repretel
Buen Día, Canal 7
Intrusos de la Farándula, Canal 11
Nateevo, canal en línea
3D.TV.com, canal internacional en línea Pasarelas
Distintos tipos de "Ka.O.Be Tours"
Concursos Development Season kickoff
Design
Prototype
Market strategy
Review Specific 'test' retailers
Exclusive Nike stores
Geographical --> USA
Marketing
Makes no money at this stage
High prices at this stage Introduction 18 Months Growth Expend to global Nike retailers
Expend to third party retailers
Heavy marketing
Competition starts
Example 1/2 Months 1 season quarter Maturity Decline Products available world wide
Competition increases
Sales peaks
Advertising --> word to mouth
End of season Products are on sale
New model/product introduction
Advertising stops
Sales slow down Innovators Early adopters Early Majority Late Majority 1 season quarter 2 season quarters mid 90s Marketing strategy 97 Design strategy 01 Innovative strategy, Nike Goddess 2004 CHANGING THE GAME Ka.O.Be Diseño Costarricense
Ergonomía
De una mujer para mujeres
Conciencia social
Cambio de paradigmas Lo que nos diferencia "Me siento mujer, atractiva y me respeto" "Usar Ka.O.Be es como andar nada!" Orientado a mujeres de 25-45 AÑOS OBJETIVO ERGONÒMICO MEDIOS NACIONALES E INTERNACIONALES Programa Giros
Noticias Repretel
Intrusos de la Farándula Canal 6 Canal 7 Programas Buen Día
7 Estrellas
Telenoticias Canal 29 VM Latino Canal 9 Programa Entre Nos
Noticias Hoy Revistas SOHO
Millenium PYME
Perfil
In Nova
TV y Novelas
Biobalance
Vos
Secretos de Belleza
Cosmetologia Actual
Entre otras Prensa Internacional T.V: E!
Fashion T.V
CNN en español e ingles
Televisa
MTVen español e ingles Revista: Estrategia & Negocios
Ejecutiva Centroamèrica
Cosmopolitan Revista Vogue online Ka.O.Be: 14,077

DRIVERS
Giros: 117,220
Foro de Costa Rica: 21,238
CR Hoy: 30,599
89decibeles: 14,550
Revista Perfil: 9,971
Intrusos: 75,647 PERIODICOS La Nación
La República
El Financiero
The Tico Times (Web)
Extra
La Teja
Tia Zelmira
El Topo Mujer ejecutiva joven, con poder adquisitivo medio alto y con gusto por la calidad VS precio Fotógrafos invitados
Rays Arts: 5,342
Oscar Herrera: 4,642
Randall Rodriguez: 3,407
Arturo Chino Young: 1,538
ENTRE OTROS C O N C U R S O C H I C A K A O B E Jen Mejias
3,723 likes Solange Gatgens
2,633 likes Valezka Silva
986 likes
Full transcript