Plan de mercadeo para la creación de moda funcional y bienestar de personas con enfermedades crónicas

Abstract

This entrepreneurship project came up when we saw that there were no garments combining urban style with the functional adaptations that people on dialysis need. Because of this, a marketing plan was proposed to create functional clothing for people with chronic diseases, specifically kidney failure, in Bogotá. A survey was applied to 50 people: 25 patients from DaVita and 25 random people. A theoretical, historical and background framework was also done. Thanks to this information and the survey results, a functional urban shirt was defined. It includes strategic openings, velcro closures, flat seams, cotton fabrics, oversized fit and recyclable packaging. The results showed that people value comfort and quality more than a recognized brand, and they would be willing to pay between 60.000 and 80.000 COP for a functional garment. It was also found that in Bogotá there are no brands focused directly on this type of clothing. So, competition is indirect, because there are clothes for people with physical disabilities but not for specific illnesses. Based on this, a marketing plan was designed using the 4Ps, with an initial budget of 7.500.000 COP, for alliances with medical centers and the use of social media. Some indicators were also proposed to measure marketing results. In conclusion, this project responds to a real need and has potential to become an innovative brand. However, it is necessary to test the porotypes with real patients and analyze production costs in more detail before launching it to the market.