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 Format

Brief.

Lea comprensivamente el material How to createanadvertisingcampaign (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 oUn

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

Name of the company Name of the Company and Trades name:

Tribu Bags
Tradesname
Slogan: What I am
Companysactivity
Companys activity: We dedicated to the
production and marketing of leather handbags
handmade.

2.Companyhistory
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
Tribu bags was born of the need to create a
line of handbags with a unique design and to
give identity and personality who take him
with him.
The idea came from the needs of the manager
and owner of the company, who started this
business idea developed their own products.
After the development of the first designs, the
market began to expand and the company
began to have an identity and recognition, and
from there began to develop advertising
materials would give the company corporate
image.

Present tense
3.The product or service Our products to offer into the market are
womens handmade handbags.
Description of the product or service with We will design leather accessories for women
all its features: on handmade design, among which are
Physical (ifit has) highlighted bags and wallets.
Chemical characterization (if it has) Its elaboration will be based on the client
specifications displayed at the moment of the
Packaging (ifit has)
purchase, as soon as design, size and
Benefits
materials, with reference to a catalog where
Trajectory (how long was it released) different models are done.
Lifecycle The product will be engraved in leather tag
Legislation with the mark Tribu

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)
Present tense
Weaknesses: We do not have enough capital
to have an optimal level of production.
Strengths: Variety and exclusivity of designs,
quality finishes and materials used, guarantee
on all our articles
Opportunities: Attendance at various craft
fairs nationally and internationally, and
business conferences that allow contact with
intermediaries.
Threats: lower sales period into the market.

Present tense

Machinery: $4.200.00
5.Budget Tools: $142.000
Showcases: $1.180.000
Office rent: $1.200.000
Its the money assigned to the
Supplies: $2.550.000
project.
Total: $9.272.000
 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
7.Competition/Positioning
Describe the type of
competition your product or
service has:
Direct
Hint
Main Competition
8.Project objectives
Describe the goal to be
achieved in your project.
Present tense
CONSUMER / TARGET AUDIENCE
End consumer: Women and men lovers of good taste and exclusive
designs.
Real consumer or objective: People who buy the product for
personal use or give it to someone else.
Potential consumer Women between 15 and 45 years old, who buy
handmade handbags, like prefer to design and originality when
combining their casual clothes.
CUSTOMER PROFILES:
Demographic profile: Women between 15 and 45 years old.
Geographic profile: Our objective public will be located in Cali
city, belonging to 3 and 4 stratum.
Psychographic Profile: Our target markets are women who buy
handmade handbags, who like to design and combine them with
your casual clothes in all weathers.
Present tense
COMPETITION / POSITIONING:
Direct competition: Gaby arenas
Hint competition: Salvarte LTDA.
Main Competition: Handicrafts From Colombia.
Present tense
PROJECT OBJECTIVES
Achieve a return of 30% annually be measurable
Increase annual sales by 50%
Being a brand that applicants acknowledge for its variety and
quality of products
Achieve greater regional coverage.
 Present tense

MARKET RESEARCH
We will research processes about women's fashion trends
We generate ideas for new products that respond to fashion
trends
Our objective public will be young people who every day
9.Market research
show attracted more items with innovative and original
designs, this being a strong purchasing power for our
Explain the market research product.
you have made in your project:
PLACE
which are the latest changes of
Distribution is done directly at the point of sale, which can add
consumers and the target
value to the product by the profits obtained by distributing it in the
public?
same place of production and manufacturing, as well as being a
channel fully profitable. distribution to delivery product on the
same site processing.
To publicize our product, we will make advertising through print
media such as flyers and business cards delivered through different
distribution channels (stores and university students) as well as the
advertising image at the point of sale.

10. Schedule Present tense

Include the distribution SCHEDULE

channels for the products of
your project: ACTIVITY WEEK WEEK 2
Direct 1
Indirect
Approach the idea
Research Problem
Development of the conceptual framework
Formulation of the overall objective of the study
Formulation of the general objectives of the
study
Formulation of the specific objectives of the
study
Formulation of the hypothesis of the study
Definition of research variables
Distibution chanel: direct selling in the point of sale the final
consumer for it demands the productd at low cost.