Colombia Cotton 2012

1. COLOMBIA Cotton Sets the Pace Algodón Marca el Ritmo

2. Cotton Sets the Pace

3. Agenda About Colombia Target Market Market Research Marketing Budget Plan & Timeline Conclusion Cotton Sets the Pace

5. About Colombia

6. About Colombia

7. Colombia Economic Social ✴GDP 470 billion USD ✴Official language: Spanish ✴5% GDP projected ✴Average age of 28 growth rate for 2012 ✴Shopping malls growing ✴US Free Trade in importance Agreement signed in 2011, ✴Preference for natural effective in May 2012 fibers and quality

8. Colombia Economic Social ✴GDP 470 billion USD ✴Official language: Spanish ✴Average age of 28 ✴5% GDP projected malls growing ✴Shopping growth rate for 2012 in importance ✴US Free Trade✴Preference for natural fibers and quality Agreement signed in 2011, effective in May 2012

10. Colombia Economic Social ✴GDP 470 billion USD language: Spanish ✴Official ✴5% GDP projected ✴ Average age of 28 growth rate for 2012 ✴US Free Trade ✴ Shopping malls growing Agreement signed in 2011, effective inin importance May 2012 ✴Preference for natural fibers and quality

12. Colombia Technology Environmental Legal ✴Ranked 10th among the ✴Greatly improved top 15 nations with most ✴4th largest nation in Latin America national security Facebook users ✴Farms small quantities ✴President Santos’ ✴96% of internet users reform project is on social media of cotton ✴Only has rainy and non increasing infrastructure ✴Growing smartphone investment penetration rainy seasons Bicentenario de Independencia Colombia

13. Colombia Environmental Technology Legal ✴Greatly improved ✴Ranked 10th among the ✴4th largest nation in Latin America national security top 15 nations with most ✴Farms small quantities ✴President Santos’ Facebook users of cotton reform project is ✴Onlyof internet users increasing infrastructure ✴ 96%seasons and non rainy has rainy investment on social media ✴Growing smartphone penetration Bicentenario de Independencia Colombia

15. Colombia Environmental Technology Legal ✴Ranked 10th among the ✴4th largest nation in ✴Greatly improved top 15 nations with most Latin America national security Facebook users ✴President Santos’ ✴96% of internet users ✴Farms small quantities reform project is on social media ✴Growing smartphone of cotton increasing infrastructure investment penetration ✴Only has rainy and non rainy seasons Bicentenario de Independencia Colombia

17. Colombia Technology Legal Environmental ✴Ranked 10th among the top 15 nations with most ✴4th largest nation in ✴Greatly improved Facebook users Latin America ✴96% of internet users national security ✴Farms small quantities on social media ✴ of cotton President Santos’ ✴Only has rainy and non ✴Growing smartphone reform project is penetration rainy seasons increasing infrastructure investment Bicentenario de Independencia Colombia

21. Our Target Market ✴ Men & Women, ages 18-34 ✴ Live in Cali, Medellin, and Bogota ✴ $10,000-$12,500, average income ✴ Middle to Upper Middle Class (Strata 3-5) ✴ Target Market Size of 4 Million

22. Our Target Market Bogota ✴ Men & Women, ages 18-34 ✴ Live in Cali, Medellin, and Bogota Medellin ✴ $10,000-$12,500, average income ✴ Middle to Upper Middle Class (Strata 3-5) Cali ✴ Target Market Size of 4 Million

23. Our Target Market

24. Our Target Market

25. Our Target Market ✴ Urban professionals/college students ✴ Active lifestyles ✴ Value quality ✴ Use internet/social media

28. Our Research Primary Research Secondary Research ✴ Online Survey: 92 ✴ 60 print and digital respondents sources including: Colombian government ✴ Queried: websites, eMarketer, CIA ✴ ﬁber preferences, World Factbook shopping habits, personal traits ✴ Interviews with twelve industry experts

29. Primary Research

30. Primary Research What does cotton mean to you? Comfortable Quality

31. Primary Research Are You An Active Person? 9% 91% Yes No

32. Primary Research What Type of Smartphone Do You Own? Windows iPhone Android Blackberry 8% 42% 19% 31%

33. Primary Research Where Do You Buy Apparel Hypermarket Boutique Store Mall 5% 9% 21% 65%

34. SWOT Strengths: Weaknesses: -Prior Cotton Incorporated exhibition -Affordability of synthetic fibers at Colombiatex -Nascent online shopping market -Large urban population -Low growth in apparel purchases -Active population -Colombia is one of the top ten users of social media Opportunities: Threats: -Sponsorship of Colombian soccer and -Preference for sale price clothing cycling teams -Affordability of synthetic fibers -Fully developed textile supply chains -Economic volatility of region -Free Trade Agreement with US

35. SWOT Weaknesses: -Affordability of synthetic fibers Strengths: -Nascent online shopping market -Low growth in apparel purchases -Prior Cotton Incorporated exhibition at Colombiatex -Large urban population Opportunities: Threats: -Active population -Sponsorship of Colombian is one of the top ten users ofclothing -Colombia soccer and -Preference for sale price cycling teams -Affordability of synthetic fibers social media -Fully developed textile supply chains -Economic volatility of region -Free Trade Agreement with US

37. SWOT Strengths: -Prior Cotton Incorporated exhibition at Colombiatex -Large urban population Weaknesses: -Active population -Colombia is one of the top ten users of social media -Affordability of synthetic fibers -Nascent online shopping market Opportunities: Threats: -Low growth in apparel purchases -Sponsorship of Colombian soccer and -Preference for sale price clothing cycling teams -Affordability of synthetic fibers -Fully developed textile supply chains -Economic volatility of region -Free Trade Agreement with US

39. SWOT Strengths: Weaknesses: -Prior Cotton Incorporated exhibition -Affordability of synthetic fibers at Colombiatex -Nascent online shopping market -Large urban population -Low growth in apparel purchases Opportunities: -Active population -Colombia is one of the top ten users of social media -Sponsorship of Colombian soccer and cycling teams Threats: -Fully developed textile supply chains -Preference for sale price clothing -Free Trade Agreement with US of synthetic fibers -Affordability -Economic volatility of region

41. SWOT Strengths: Weaknesses: -Prior Cotton Incorporated exhibition -Affordability of synthetic fibers at Colombiatex -Nascent online shopping market -Large urban population -Low growth in apparel purchases Threats: -Active population -Colombia is one of the top ten users of social media -Preference for sale price clothing -Affordability of synthetic fibers Opportunities: -Economic volatility of region -Sponsorship of Colombian soccer and cycling teams -Fully developed textile supply chains -Free Trade Agreement with US

45. Marketing Strategy ✴Presence at major soccer games ✴Partnership with retailer Totto ✴Strong social media engagement ✴Presence at key trade events ✴Introduce TransDRY technology ✴Focus on active lifestyle Cotton Sets the Pace

46. Marketing Strategy ✴Presence at major soccer games ✴Partnership with retailer Totto ✴Strong social media engagement ✴Presence at key trade events ✴Introduce TransDRY technology ✴Focus on active lifestyle Cotton Sets the Pace

47. Social Media B B 2 2 B C

48. Social Media Instagram B Cotton Cabs B 2 Trade Shows Totto Collaboration 2 B Soccer Clasicos C

49. Soccer ✴ Clasicos - two hometown soccer teams compete ✴ Distribute TransDRY shirts with team logos ✴ One per ﬁrst 2,500 families ✴ Totto employees with iPads photograph fans using Instagram

50. Social Media Cotton Incorporated Meets Instagram

51. Retailer Collaboration

52. Retailer Collaboration

53. Retailer Collaboration ✴ Totto will license Cotton Incorporated TransDRY technology ✴ Will produce shirts for stadium giveaways ✴ In exchange for their logo on stadium shirts and full participation in all marketing events Totto will develop cotton based activewear line

54. Social Media Facebook/Twitter ✴16 million FB users in Colombia! ✴Pay-per-click advertising on Facebook ✴Twitter page will increase visibility

55. Cotton Incorporated en Colombia Españ Busca ir ol r EMPRESA FIBRA PRODUCTO CONSUMIDOR SOSTENIBILIDAD en Colombia Cotton Incorporated un recurso y compañero en el que puedes conﬁar para ayudarte a hacer productos excepcionales de algodón. DESCÚBRELO /empresa /ﬁbra /producto /consumidor /sostenibilidad Prácticas agrícolas de Hilanderos, fábricas Creando demanda para el Asegurando el futuro para Todo sobre Cotton algodón, gestión de algodon, promocionando textiles, y tela y el algodon y el planeta. Incorporated, de donde fibras, pruebas, y productos nuevos e mercados no tejidas. viene y que hace. normas innovadores COMUNICADOS: HARDWICK ELEJIDO COMO PRESIDENTE DE COTTON INCORPORATED Sobre Cotton Educación Medio Ambiente Aprovisionamiento Media Últimas Noticias Historia Reporte Anual Oficinas Internacionales Ver ahora De donde venimos Ver ahora Servicios mundiales Eventos Los Anuncios Contacte Cotton Incorporated Calendario de eventos Ver ahora Información de contacto

56. Cotton Incorporated en Colombia Españ Busca ir ol r EMPRESA FIBRA PRODUCTO CONSUMIDOR SOSTENIBILIDAD en Colombia Cotton Incorporated un recurso y compañero en el que puedes conﬁar para ayudarte a hacer productos excepcionales de algodón. DESCÚBRELO /empresa /ﬁbra /producto /consumidor /sostenibilidad Prácticas agrícolas de Hilanderos, fábricas Creando demanda para el Asegurando el futuro para Todo sobre Cotton algodón, gestión de algodon, promocionando textiles, y tela y el algodon y el planeta. Incorporated, de donde fibras, pruebas, y productos nuevos e mercados no tejidas. viene y que hace. normas innovadores COMUNICADOS: HARDWICK ELEJIDO COMO PRESIDENTE DE COTTON INCORPORATED Sobre Cotton Educación Medio Ambiente Aprovisionamiento Media Últimas Noticias Historia Reporte Anual Oficinas Internacionales Ver ahora De donde venimos Ver ahora Servicios mundiales Eventos Los Anuncios Contacte Cotton Incorporated Calendario de eventos Ver ahora Información de contacto

57. /ﬁbra Nos enfocamos en estas zonas claves prácticas de cultivo de algodón gestión de fibra fibra de algodón y pruebas de Apoyamos una amplia gama de la utilizamos los datos HVI en productos de algodón investigación agrícola diseñado combinación con software Medir el algodón, hilo, y pruebas de para ayudar a reducir la huella avanzado permite a nuestros productos reconocidos por el AATCC y medioambiental de algodón y usuarios para mejorar los procesos ASTM para Investigación y el desarrollo de hilatura y la calidad del producto es el papel del Laboratorio de mejorar su rentabilidad. final Evaluación del producto CALENDARIO VER TODO Reunion de desmotadoras y productores algodónHOY Fiesta Internacional ALGODON Y EL MEDIOAMBIENTE Fiesta Internacional USA Tabla de Algodón COMUNICADOS: HARDWICK ELEJIDO COMO PRESIDENTE DE COTTON INCORPORATED Investigacion AG Educación y Divulgación Cultivos y Mercado Recursos Programas Disciplinas agrícolas Semilla de algodón Mejoracion de Variedades Informacion Ver ahora Ver ahora Ver ahora Ver ahora

58. Cotton Cabs Bogota Medellin Cali

59. Cotton Cabs Bogota Medellin Cali

60. B2B Trade Shows ✴ Colombiatex, ColombiaModa, Cali Expo Show ✴ Over 50,000 visitors ✴ Feature TransDRY, Wicking Windows, and Storm Cotton technologies ✴ On-site seminars Cotton Incorporated professional seminars ✴ Register for technical education at factory location

63. Budget $20,000 $15,900 $15,100 $230,000 $7,500 $4,100 $1,900 Exposure $164,500 12,200,000 Cost Soccer Stadium per Person Social Media Trade Shows Cotton Cabs Website $0.018 Seminars In Store Marketing

64. Timeline Colombiatex January Soccer February Clasicos March Factory April Seminars May June Soccer Instagram July Clasicos August September Cali Expo October Show Factory November ColombiaModa Seminars December

67. Algodón Marca el Ritmo Cotton Sets the Pace

68. Algodón marca el ritmo Cotton Sets the Pace Claudia Huerta Katrina Comella Richard Ahrens Alexandra Tango

69. Algodón marca el ritmo Cotton Sets the Pace Claudia Huerta Katrina Comella Richard Ahrens Alexandra Tango

Colombia Cotton 2012

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