For two years Esteban has been selling t-shirts for $4,000 with prints of witty and controversial phrases and images to his university classmates, and friends from the República neighborhood (and to the friends of his friends too).

What started as a game and a diversion became a source of regular income, as he sold more than 100 t-shirts a month. He then created his page "Poleras Cabeza de Hormiga" on Facebook and began showing the designs he created to his more than 1,000 contacts. 

In addition to receiving suggestions for new designs, more and more people began to ask him for t-shirts through this channel, which he delivers after class at his university or takes directly to his friends in the Republic.

Esteban frequently goes to reggae and Ska concerts, where he and his friends wore Cabeza de Ant shirts. One of them, "El Napo", is the vocalist of "Fieromonos", a band that is quite recognized in these circles, as it already has more than 5,000 views on YouTube. During the recording of a video clip, "El Napo" wore one of the shirts, and Peto, the Camera Director, thought it was "too badass." It was a t-shirt that had a print of a caricature of a well-known university professor with dreads (rasta hair extensions) saying " YOU DON'T THINK!!! ".

Peto asked for Esteban's contact information and that same day in the afternoon they chatted, to present him with "a proposal that he could not refuse": Partner to sell the "Cabeza de Hormiga" t-shirts with another brand to his network of contacts of 2,000 people. , many of them artists from Esteban's musical scene, but at a price of $5,000 in a store in the Boulevard Gascón Galleries (known for bringing together sellers of reggae items and souvenirs). Peto also offered to invest about $400,000 to finance increased production of the t-shirts. Esteban had to dedicate himself to creating the images of the prints and continue managing the Facebook page. The profits would be shared equally. Esteban asked him for some time to give a response.-

Analyze the questions posed below, then develop what is requested, according to the criteria indicated:

                

Questions

1. What Price marketing mix strategy is it necessary for Esteban to use in his business?
2. What was the main success factor for Esteban's t-shirts?
3. What product mix marketing strategy is it necessary for Esteban to use in his business?

Answer rating: 100% (QA)

Price Marketing Mix Strategy Esteban should consider adopting a penetration pricing strategy for his tshirt business Currently selling his tshirts for ... View the full answer