9 Elaborar el plan de accin de mercadeo

El proceso de planeacin debe abarcar todas las reas de la empresa. El desarrollo de esta
evidencia confirmar que han alcanzado el siguiente resultado de aprendizaje:
Comprender las ideas principales de textos complejos en ingls que tratan de temas tanto
concretos como abstractos, incluso si son de carcter tcnico, siempre que estn dentro de
su campo de especializacin

Evidencia 3
Formato Brief

Qu se debe entregar?

Formato Brief diligenciado y presentacin de la campaa publicitaria

Cules son los criterios de evaluacin asociados a esta evidencia?

Traduce del ingls documentos tcnicos sencillos en tiempo presente y pasado.
Dramatiza en ingls una historia breve utilizando verbos regulares e irregulares.

Cul es el procedimiento?
Estudie el material Creative Brief.
De manera individual y teniendo en cuenta su producto o servicio, complete el Formato
Brief.
Lea comprensivamente el material How to create an advertising campaign (Pautas para
crear una campaa publicitaria).
Una vez diligenciado el formato, seleccione un tem y prepare una campaa publicitaria en
ingls en tiempo pasado, a travs de alguno de los medios sugeridos en el material:
o Una campaa radial
o Un comercial de televisin
o Una campaa promocional
Enve el formato al instructor y solicite las instrucciones para presentar la campaa.

A continuacin, encontrarn el espacio donde deben redactar las respuestas:

Diligencie cada una de las casillas de acuerdo con los criterios y el tiempo verbal que se
solicitan.

1. Company information

Present tense
fast food restaurant "LITTLE SINS"

Name of the company

Trades name
Companys activity

Our immediate goal is to create an average restaurant dedicated to providing fast food, ie food for both its preparation and
consumption are characterized by speed. In addition to the preparation of this meal it is oriented to be a healthy food with a wide
variety for every taste.
Our service will be offered to the general public of all ages, also people who likes to take care of their health through a healthy,
balanced diet and people suffering from some disease, which have a special and restricted diet can not eat in any restaurant.
Today more than a fad healthy eating has taken great relevance due largely to the emergence of multiple related to poor eating
habits of modern society diseases.
Healthy food does not seem to be a fad. Since it is a type of foods whose production system seeks to protect life on the planet
and on the other hand seeks to prevent the occurrence of diseases such as diabetes, cancer and other related eating habits. In
this system of nutrition fruits, vegetables and organic vegetables are grown without pesticides and irrigated with untreated water
with chemicals and fertilizers, therefore they are friendly to the environment.
Our project seeks to be an alternative for people whose way of life choose to consume foods with low nutritional content and in
some cases may even threaten their health.
"More than a fashion our project look encourage healthy eating"

2. Company history
History of the company in detail
Advertising has been traditionally
done?
What kind of advertising and what
issues were addressed?
What were the objectives of previous
campaigns?
What are the characteristics of your
product or service?
What is the current position of your
product in the market?

Past tense
Since ancient times man has always tried to maximize time and all this leads to that in modern society where we live there is an
increasing proliferation of machinery, processes and institutions that provide and produce foods that meet the needs of
individuals in a quickly and economically.
Our project seeks to meet the same needs but in a healthier way, that using organic food, improving our processes and the
development of food products with higher nutritional value, with higher energy, low waste of inputs and low costs.
Positioning strategies seek to define the image to be projected from healthy fast food restaurant so that the target customer
appreciates the competitive and comparative differences of our products and services compared to our competitors.
In order to position ourselves in the market must advertise in media recognized media and other advertising media that allow to
reach our potential customers the information of our features and benefits offered by our service are among others: healthy
foods and balanced in a cozy and quiet atmosphere.
For the presentation of service in the municipality of Florida Valle, it suggested pautar wedges on the local radio station, develop
web sites, surveys, use social networks in social networks (Facebook, Twitter, Instagram, Whatsapp), fixing fences, hand flyers,
visit the shopping area ofFlorida

and delivers the aforementioned advertising.

the caractericas the product or service are:
It was served with speed
It is easily accessible.
moderate prices.
Handling standards in processes, cymbals, management and operation.
our menus will be complemented with various dishes and snacks and drinks to take as:
Fruit salads and vegetables, juices and smoothies, sandwich, sandwiches and other creations of our chef.
All our dishes are prepared with fresh and healthy organic products.
As regards meats have a wide range to choose (beef, chicken, fish, shrimp.)
As regards desserts opt for natural options minimal preparation and processing to preserve the nutritional characteristics of each
ingredient.
Currently these restaurants have a boom in the sector and there is much competition so you have to innovate with flavor and
taste always offering the best prices.
Currently the highest part of the pyramid market restaurants occupies by far the fast food sector, this market segment is the one
that concentrates the highest rates of consumption, higher sales and better growth rates. This is clearly seen with the opening of
new stores by the big chains, come new franchises

Present tense
3. The product or service
Description of the product or service
with all its features:
Physical (if it has)
Chemical characterization (if it
has)
Packaging (if it has)
Benefits
Trajectory (how long was it
released)
Lifecycle
Legislation
4. SWOT matrix (Strengths,
Weaknesses, Opportunities and
Threats)

Weaknesses (they are internal to

the company)
Opportunities (they are external,
what the sale opportunities are)
Strengths (they are internal)
Threats (they are external)

The raw material that we use is normally used in our country and easy to find thanks to the support of the
Ministry of Agriculture who is certifying the PRODUCERS AND OPERATORS IN FARMING, obtain this
information through their Internet pages www.minagricultura .gov.co - www.agronet.gov.co.
foods are prepared directly in the restaurant by our personnel for hot food packaging to be used will be
cases hinge-as these are ideal for restaurants meals withstand high temperatures and isolate food for
maximum heat retention, and to salads trays with transparent lid which retain fresh and high quality
products were used.
Both packages have the logo of the restaurant and info.

LIFE OF THE RESTAURANT FOOD FAST AND HEALTHY:

Currently the healthy fast food restaurant is in the introduction stage and this represents some uncertainty
because we are a new concept in the fast-food market. In this period of the life cycle of our business
recorded sales slow growth while the product is introduced and disclosed in the market and therefore there
can be no profits due to poor knowledge of the restaurant. This stage is the most risky and where we have
to invest money and efforts to achieve acceptance by potential consumers.
the benefits offered to our customers is that it is properly prepared and packaged with high standards of
hygiene all supervised by a nutritionist and a specialist chef healthy healthy food.
Our business will the respective procedures and procedures to comply with all requirements that may be
required under current legislation in the city of Florida, get all permissions and always maintaining the
transparency of our processes for the proper functioning among them are:
micro environment
Here are analyzed 5 forces that influence the good performance of our healthy fast food restaurant.
Potential competitors:
In the city of Florida we can consider as our direct competition those restaurants that seeing the profitability
of our business plan to enter the market for healthy fast food restaurants with direct service or home.
Bargaining power of suppliers:
The raw material that we use is normally used in our country and easy to find thanks to the support of the
Ministry of Agriculture who is certifying the PRODUCERS AND OPERATORS IN FARMING, obtain this
information through their Internet pages www.minagricultura .gov.co - www.agronet.gov.co.

Present tense
Strengths:
Being one of the pioneers in providing the service of healthy fast food.
Having a highly trained both in the areas of food, beverages, nutritional, financial and technological personnel.
Provide excellent customer service so that it is a pleasure to visit our restaurant.
Innovation dishes, preparation methods and constantly changing menu.
opportunities:
Attracting a large share of the market by being the first to enter.
To position in the market through advertising strategies.
At present the number of people who are interested in improving their eating style is growing.
Possibility of opening branches in the medium and long term.
weaknesses:
Being a new restaurant that lacks experience.
Difficulties in creating a culture of healthy eating and healthy.
threats:
New restaurants wishing to enter the market to see that this has been profitable and has a good acceptance.
Loss of purchasing power of the population.
Lack of interest from potential consumers due to eating habits at home.
external opportunities
People's tastes are changing as they are more aware of the dangers of eating fast food and takeaways in their health, which
were so popular in the mid to late twentieth century. More than ever, diners prefer healthy choices over processed fatty foods.
Fast casual restaurants have the opportunity to define what it means to eat healthy fast food for the modern consumer.
external threats
Traditional fast food chains, have vast distribution systems established and recognized brands worldwide, and are not doing
nothing while the fast casual segment gains market share in the industry. Numerous known fast food chains, which previously
offered only unhealthy foods, now include healthy salads, rolled and snacks at a fraction of the price of fast casual restaurants.
This can slow the momentum of this new segment, encouraging loyal customers to fast food to keep visiting your favorite chains.
external opportunities
The business models of a fast casual restaurant offering opportunities to invest more money in their premises that large
fast-food chains economies. Small chains of these restaurants usually buy products, meat and other ingredients locally, boosting
the agricultural economy where it is located. This small boost to the local economy may slightly increase the demand in the
industry of local restaurants, including fast casual segment. Fast casual restaurants usually pay higher hourly wages than
traditional fast food chains. This provides an opportunity to attract more experienced applicants for jobs and qualified, and then
promote quality products and services.
internal threats
The unique business model in the fast casual segment presents a series of threats as well as opportunities. Compensation
policies and supply offering internal opportunities serve to increase the costs of a fast casual restaurant compared to other fast
food restaurants, for example, forcing them to maintain their high prices or reducing their profit margins. The use of a wide range
of fresh and organic ingredients can also expose to higher risk of deterioration of ingredients and waste, increasing costs further

Present tense

5. Budget
Its the money assigned to the
project.

The initial investment corresponds to a total of $ 21.244.00

spread over different assets that are required to start
operations.
For project financing the initial investment resources are
divided into two amounts one by the contribution of the
partners, and the other through a bank loan.
FINANCIAL STRUCTURE
Equity $ 15,244,000 72%
Bank Credit $ 6,000,000 28%
Total $ 21,244,000 100%

6. Consumer/Target Audience
Describe the three types of
consumers:
End consumer: The person who
consumes the product, but doesnt
decide on the purchase.
Real consumer or objective: The
person who makes the purchase
decision.
Potential Consumer: The person
who has a provisional contact with
the product or who will be the
consumer in the future.
Describe the profiles
Demographic profile
Geographic profile
Psychographic profile

Present tense
in this case as we will find various types types of
buyers, such as price buyers are those that take more
for the price when buying that product.
Buyers value, they perceive high value product
compare it with others to see what is the best and buy
no matter what the costliest.
Buyer of convenience this is buying the product that is
for the most at hand and finally is the buyer
relationship who is who their price sensitivity is low and
if perceived high value in the product will be a buyer
relationship you'll want to marry a brand and will ignore
ads or promotions.
For this reason we must then study the consumer and
should find that the prices fixed are cheap for them and
are more affordable.
If we do well and analysis we ignore the consumer we
are running the risk of failure or break our business
with our products

Present tense
7. Competition/Positioning

Potential competitors:
In the city of Florida we can consider as
Describe the type of competition your our direct competition those restaurants
product or service has:
that seeing the profitability of our business
Direct
plan to enter the market for healthy fast
food restaurants with direct service or
Hint
home
Main Competition

Present tense
8. Project objectives
Describe the goal to be achieved in
your project.

Our project seeks to be an alternative for people whose way of life choose to
consume foods with low nutritional content and in some cases may even
threaten their health.
"More than a fashion our project look encourage healthy eating"
A fast food restaurant where our clients find a very healthy delicious menu,
pleasant taste and other senses, with a low-fat, this by using fresh organic
products easy to prepare and minimal processing, such as fruits and vegetables,
meats and dairy.
Besides the food will be sought to implement a culture of customer service very
strong, with friendly, attentive and well trained staff; so the customer will receive
everything you need at the right time and right place, with reasonable
expectations. To all this we must add the exclusivity of the place for people of
good taste, impeccable facilities for cleanliness and finally a minimalist decor
conservation-oriented, coexistence and proper use of the natural.
Be the first chain of fast food restaurants specializing in healthy and organic
food, offering a unique and comprehensive concept of diet foods and beverages
that meet the expectations of our customers and enables creating a culture of
healthy eating and healthy in the city of Florida .

Present tense
Market research
Explain the market research Have you made in your project: which are the latest Changes of Consumers and the target public?

9. Market research
Explain the market research you have
made in your project: which are the
latest changes of consumers and the
target public?

Customer group interested in the product

What needs meets our product?
Technology used.
Customer group Who you want to meet?
Men and women aged 6 and older.
Economically active population belonging to the strata of 3 onwards.
People whose lifestyle or limitation can not eat at any restaurant because they are not offered a healthy menu that meets the
nutritional needs they require.
People health conscious eating healthily.
People looking to eat healthy every day.
People who want to lose weight
Sportsmen and university students.
What functions meet needs?
Daily health care.
Provide a healthy, nutritious and healthy food quickly and properly.
Provide appropriate prices with the service or product offered.

technology used
Variety on the menu, implementation of varied and healthy diets, comfort and convenience to create loyalty in customers.
The quality of the raw material having fresh products for the preparation of different dishes and meats.
Friendly processes inputs and the environment.
Micro - segmentation
feature detection on consumers compatible with our products and services is sought as these are aimed at people who for some
reason illness, work, time or some other reason have to eat out and prefer to eat healthy to stay healthy and maintain a healthy
and long life.
The aim of the micro - segmentation is to highlight these issues and investigate how many and which of them are common to the
greatest possible number of customers to have a group that constitutes a reasonable segment from the point of view of
commercial and economic interest.
The characteristics of the selected segment are:
a) Geographic
Variable Geogrfica.- Bogota
72 Location.- street kra 9
b) Socio - Demographic.
Sexo.- Men and Women
The
is the way in which it is get the product / service to
Peopledistribution
Age.-6 and older.
Ocupacional.- level executives, professionals, athletes, businessmen, youth and students
customers.
People Social.- stratum level 2 onwards.

Present tense

10.

Schedule

Include the distribution channels for

the products of your project:
Direct
Indirect

There are two types of distribution channels, the direct and the indirect channel, the
difference between them is that there are no direct intermediaries between the
supplier and the consumer, and indirect if any. In this case
is a direct distribution channel, as customers consume
directly at the restaurant products and service.
Although the product is manufactured in establishing consumption itself,
suppliers restaurant has to prepare the food, therefore
graphically, the layout of the restaurant is as follows:
providers - restaurants - customers
The client has different ways to contact the restaurant:
conventional way: the client comes to the restaurant to eat it the
products we offer.
telephone and via Web Via: by these means can make reservations or
order food after harvest in the establishment.
Despite this being a service created restaurant (the food
prepared in the restaurant) and is provided in the restaurant itself, or both and is the customer
who comes to him to consume and receive the service
we offer.
On the other hand we will try that service delivery is always made of
similarly, ie food should not vary from one day to another, you must
do always with the same quality and with the same professionalism and treatment
paid by employees should always nice, friendly,
personalized. By this we get customer loyalty, and
when they perceive repeat the same or better service, but never worse.