José Mackliff, Gerente de Marketing de Papelesa estuvo en MarketingActivo por segunda tarde consecutiva para hablar de las tendencias para el regreso a clases en el ciclo sierra y las opciones que ofrece su empresa para el consumidor ecuatoriano.
“Tuvimos una excelente temporada el año pasado, la categoría escolar en temporada sierra creció para nosotros un 25% (…). En cuanto a los productos, el año pasado entre los más vendidos estuvo siempre el cuaderno Disney Princesas. Estamos representando la marca ya 5 años en el país y veo que esa colección es preferida en un segmento de mujeres entre 5 a 25 años. Disney es una marca que se precia de ser multi-target y creo que ha trabajado muy bien su estrategia visual y posicionamiento a nivel mundial, así que aplica para muchas edades”, dijo.
En cuanto al segmento masculino, Mackliff destacó que el año pasado la colección Ben 10, sobrepasó la proyección original de la empresa. Este producto estuvo dirigido a niños entre 5 a 12 años.
“En el segmento de universitarios hicimos un trabajo diferente. Ya que demográficamente hablando el grueso de la población estudiantil son los estudiantes de educación básica y bachillerato, muchas marcas a nivel internacional ofrecen portafolios para esas edades en demasía y en escases para gente mayor y universitarios. Decidimos darle un giro e hicimos un concurso a nivel de diseño, el ganador se encargo de diseñar portafolios para gente que trabaja en oficina y universitarios. En el 2010 lanzamos esta marca pensada para las universitarias; y para el 2011 lanzamos productos nuevos también para un segmento masculino”.
Para este regreso a clases, la empresa ha decidido lanzar un concurso por medio de las redes sociales, personas de todo el Ecuador (profesionales, universitarios, aficionados), podrán participar con sus diseños. Para el 2012, los mejores trabajos serán elegidos por un jurado y con la participación del público, y así 6 finalistas podrán ver sus diseños en las perchas de todo el país. Así también este año se han lanzado nuevas colecciones: Ruby Gloom, Bang on the door y Disney Princesas Vintage para segmento femenino. Y para segmento masculino Bakugan y Gog of War de Playstation.
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