Creación de una nueva línea de producción y comercialización de prendas de vestir con faja moldeadora para madres lactantes en la Empresa GT JEANS FAMILY con la marca CUPIDO.

Abstract

The GT Jeans Family company has been dedicated to the manufacture and marketing of jeans for 29 years, time in which it has experienced in the manufacture of new garments for ladies and gents, accessories with the two brands that currently owns: Cupido is a brand focused on women, offers upper and lower garments and accessories; Cravo y Canela is a brand name for the male gender, always trying to innovate and meet the needs of the market. Therefore, the present project is focused in carrying out an investigation of market to find the needs of nursing mothers at the time of dressing to determine strategies and expand sales, in order to position the brand Cupido in the minds of consumers. The results achieved of the research carried out for nursing mothers indicated that what they seek when dress is comfort, so it would be willing to purchase a garment that facilitates breastfeeding, it is important to expand the advertising and promotion of products to ensure that they reach our target. Therefore, the resulting proposal for research is the production and marketing of a new garment with styling strip including to stage of lactation, specifically a blouse, which will provide comfort and facilitate function of lactation mothers who are at this stage, with this innovative product seeks to meet the needs of nursing mothers at the time of search for a garment.