Positioning Strategy for Tela Ponchos
How do you compete against Goliath? Historically, with a tiny stone and slingshot. Unfortunately, our aim may not always be as good as David’s. Tela, a Peruvian manufacturer who focuses on making local and sustainable ponchos, finds itself up against Saira, a U.S. based poncho maker who outsources Ponchos of “Peruvian design” to from Bangladesh globally. The problem? Saria has positioned itself as a socially conscious company with their one-for-one strategy (for each poncho purchased, Saria gives one to those in need). This as well asSaria’s earlier entry into the market has given them 60% of shares in western Europe and North and South America. Alternatively, Tela is also socially conscious, but their mission isn’t as concise and understandable. Their goal istoemploy "traditional weavers and set up programs to teach weaving to underprivileged women”, on top of that, their product is truly made in Peru, with Peruvian heritage and culture. Does Tela stand a chance?
If Tela can’t compete with Saira, why should they? Let’s redefine what it means to wear Tela. You’re not purchasing a poncho, you’re preserving Peru. See those bolded words? Those are the 4P’s of Tela: Purchase, Poncho, Preserve, Peru.
You’re purchasing a piece of culture - the people of Peru who have a strong bond to their culture and history.
You’re funding poncho weaving education – supporting a passion for keeping traditional values and time-honored techniques flowing through local communities supplying the modern day.
You’re preserving female independence - connecting the global market to local livelihood of Peruvian families.
You’re keeping it a Peruvian product Peruvian sourced and made responsibly producing products with sustainable, eco-friendly materials without sacrificing quality.
At Tela, we’re focused on social initiatives and community partnerships. Your poncho goes directly to supporting the livelihood of a Peruvian family, but not by giving them a few ponchos, but by teaching them to support themselves off the trade. We care about building communities today for a better tomorrow. If you want an authentic product that preserves culture, then you wear Tela too. It’s in our fabric to sew community, one stitch at a time.
If Tela can’t compete with Saira, why should they? Let’s redefine what it means to wear Tela. You’re not purchasing a poncho, you’re preserving Peru. See those bolded words? Those are the 4P’s of Tela: Purchase, Poncho, Preserve, Peru.
You’re purchasing a piece of culture - the people of Peru who have a strong bond to their culture and history.
You’re funding poncho weaving education – supporting a passion for keeping traditional values and time-honored techniques flowing through local communities supplying the modern day.
You’re preserving female independence - connecting the global market to local livelihood of Peruvian families.
You’re keeping it a Peruvian product Peruvian sourced and made responsibly producing products with sustainable, eco-friendly materials without sacrificing quality.
At Tela, we’re focused on social initiatives and community partnerships. Your poncho goes directly to supporting the livelihood of a Peruvian family, but not by giving them a few ponchos, but by teaching them to support themselves off the trade. We care about building communities today for a better tomorrow. If you want an authentic product that preserves culture, then you wear Tela too. It’s in our fabric to sew community, one stitch at a time.
