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    Tela Case

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    milwanda
    Tela should prioritize social mission as its primary positioning strategy. This aligns with consumers' desire to support socially responsible products that help people and cultures like Peru's. While a competitor focuses on temporary relief, Tela can differentiate itself through more sustainable programs that address root causes of issues. Tela fosters strong community relationships and cultural preservation through local collaboration, positioning itself as an ethical leader. Tela could also highlight environmental sustainability to appeal to consumers concerned with comprehensive sustainability efforts and establish itself as a social and environmental responsibility leader.

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    Tela Case

    Uploaded by

    milwanda
    25 views2 pages
    Tela should prioritize social mission as its primary positioning strategy. This aligns with consumers' desire to support socially responsible products that help people and cultures like Peru's. While a competitor focuses on temporary relief, Tela can differentiate itself through more sustainable programs that address root causes of issues. Tela fosters strong community relationships and cultural preservation through local collaboration, positioning itself as an ethical leader. Tela could also highlight environmental sustainability to appeal to consumers concerned with comprehensive sustainability efforts and establish itself as a social and environmental responsibility leader.

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    Goliath - Tela vs Saira

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    Tela should prioritize social mission as its primary positioning strategy. This aligns with consumers' desire to support socially responsible products that help people and cultures like Peru's. While a competitor focuses on temporary relief, Tela can differentiate itself through more sustainable programs that address root causes of issues. Tela fosters strong community relationships and cultural preservation through local collaboration, positioning itself as an ethical leader. Tela could also highlight environmental sustainability to appeal to consumers concerned with comprehensive sustainability efforts and establish itself as a social and environmental responsibility leader.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    25 views2 pages

    Tela Case

    Uploaded by

    milwanda
    Tela should prioritize social mission as its primary positioning strategy. This aligns with consumers' desire to support socially responsible products that help people and cultures like Peru's. While a competitor focuses on temporary relief, Tela can differentiate itself through more sustainable programs that address root causes of issues. Tela fosters strong community relationships and cultural preservation through local collaboration, positioning itself as an ethical leader. Tela could also highlight environmental sustainability to appeal to consumers concerned with comprehensive sustainability efforts and establish itself as a social and environmental responsibility leader.

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    1.

    Among the positioning strategies—social mission, authenticity, affordability, and a combination


    approach—I recommend prioritizing Social Mission as the primary positioning and brand strategy.
    Here's an improved and concise rationale:
    a. Customer – Context to determine the Target Market. Defining Tela's target involves
    recognizing a market context as the rising awareness among people about the importance of
    helping others while preserving local ethnic cultures, in this case, Peruvian culture, through
    ponchos. Tela's target market is individuals interested in socially responsible products that
    support people and culture. The success of Saira in this market, despite selling higher-priced
    products that lack authenticity compared to local production of Tela's offerings, indicates that
    the precise targeting should focus on individuals driven by social missions rather than those
    seeking authentic products alone. Defining Tela's target market involves a nuanced
    understanding of contemporary consumer values, which include a heightened emphasis on
    social responsibility and cultural preservation. This demographic is seeking products and is
    motivated to contribute to meaningful causes, such as supporting local communities and
    sustaining ethnic traditions.
    b. Competitor. Saira's 'buy one, give one' business model, which led to their success in the
    global market, involves purchasing a poncho and donating another. However, this approach
    may need to be revised in the long run and could attract criticism. Such a program could
    undermine local economies by flooding the market with free goods, negatively affecting local
    producers and sellers. Moreover, this model may need to address the root causes of poverty,
    as it could distribute items to those who do not need them, thereby not making a meaningful
    impact, especially in Peru. This focus on temporary relief rather than sustainable
    development presents an opportunity for Tela to differentiate itself by offering a more targeted
    program and positioning than Saira. This strategy aligns with consumer demand for ethical
    consumption and positions Tela as a brand contributing to societal and environmental well-
    being, fostering deeper consumer connections.
    c. Company & Collaborator. Tela's commitment to high-quality production and strong
    relationships with local designers and craftsmen showcase its dedication to sustaining
    Peruvian production and culture. Through strategic collaboration with designers, weavers,
    and local entrepreneurs, Tela enhances product quality and fosters a sustainable ecosystem
    that benefits the local community. This integrated approach, emphasizing social responsibility
    and economic growth, reinforces Tela's mission to support local entrepreneurs and preserve
    cultural heritage, thereby establishing a legacy of prosperity and enriching Peru's cultural
    richness. This seamless integration of social programs with local collaboration positions Tela
    as a pioneering brand in ethical business practices.
    In conclusion, Tela's focus on social mission as its core positioning strategy offers a direct,
    impactful approach that clearly resonates with modern consumers' desire for ethical and
    meaningful purchases. This strategy not only differentiates Tela in the competitive landscape but
    also aligns closely with consumer values, emphasizing its commitment to social impact and cultural
    preservation.
    2. Tela’s other positioning strategies can be environmental sustainability. Expanding Tela's focus into
    broader sustainability beyond social impact embraces a holistic approach that resonates with
    environmentally conscious consumers. This broader strategy involves promoting eco-friendly
    production techniques, sustainable materials, and low environmental impact initiatives, highlighting
    Tela's commitment to social and ecological well-being. By integrating these environmental
    concerns with their social missions, Tela can cater to a broader audience that values
    comprehensive sustainability efforts, positioning itself as a social and environmental responsibility
    leader within the apparel industry.
    Incorporating sustainability into its brand identity, Tela can leverage its commitment to the
    environment as a critical differentiator in the market. This expanded positioning strategy
    underscores Tela's dedication to reducing its carbon footprint and promoting eco-friendly practices.
    It aligns with the growing consumer demand for brands that take a stand on global environmental
    issues. Through initiatives like using renewable resources and minimizing waste, Tela can solidify
    its reputation as an environmentally responsible brand, appealing to a demographic that prioritizes
    sustainability in its lifestyle choices.

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