FORMATO BRIEF CAMPAÑA PUBLICITARIA

AP09-EV04

Ludy Andrea Rojas Bautista

Agosto 2019.

Servicio Nacional de Aprendizaje SENA

Gestión de mercados (1667968)

 PRESENT TENSE
Name of the company DICOR S.A

Trade’s name DISTRIBUTOR OF LIQUORS

Company’s activity Liquor distribution and marketing

1. COMPANY HISTORY PRESENT TENSE

History of the company.
DICOR S.A was created in the company
of marketing students in 2017. Part of
the result of the study conducted to the
liquor market and we observe that it is a
growing market from there the idea of
Creating this company, in order to
Distribute and meet the needs of
shopkeepers, Bars, Supermarkets etc

What kind of advertising and what issues were

addressed? There were economic problems, due to
the low capital for all advertising
management, Additional the hiring of
responsible personnel was also a
What were the objectives of previous problem for the company.
campaigns?

The objectives were; publicize the

product to people and places that had no
impact on the launch of the product,
plant the product, seek acceptance
among people who have not been able
to promote the sales and distribution of
What are the characteristics of your product or DICOR S.A
service?
Distribuitor DICOR S.A is a company
dedicated to the distribution and
commercialization of national and
imported liquors. Our distribution is
nationwide.
What is the current position of your product in It is in a challenging position, because it
the market? is second in the market by 70% and 30%
is leader, first, fighting for first place with
the competition that has been in the
market for years.

2. THE PRODUCT OR SERVICE PRESENT TENSE

Description of the product or service with all its

features:

Packaging (if it has) Our packaging comes in beer

presentation for six units, liquor box for
24 units

 Benefits
Our Benefits are timely delivery in
required times, we handle good
inventory.

.
3. SWOT MATRIX (STRENGTHS, PRESENT TENSE
WEAKNESSES, OPPORTUNITIES
AND THREATS)

Weaknesses (they are internal to the 1. Being a new company, its participation
company) in the market is low.
2. Low business experience within the
sector.

1. The product is high rotation.

Opportunities (they are external, what the sale 2. Possibility of growth in a short time.
opportunities are)

Strengths (they are internal )
1. We have no manufacturing.
2. It is an excellent niche market.
3. Massive and permanent consumption
product.
.

1. Direct delivery of producers.

Threats (they are external ) 2. Aggressive advertising of
competition.
3. Staff turnover.

4. BUDGET PRESENT TENSE

It’s the money assigned to the project. The money assigned to the project is
$150,000,000, own contributions and
bank financing.

5. CONSUMER/TARGET AUDIENCE PRESENT TENSE

Describe the three types of consumers:

 End consumer: The person who Person or organization that makes

consumes the product, but doesn’t effective use of a certain product or
decide on the purchase. service and that entails the supply of a
good. These are the consumers
advertisers target in their mass media
advertising campaigns.

 Real consumer or objective: The The "REAL" client is the one for which
person who makes the purchase you have worked (he has not worked
decision. with you), for many years.
That is the loyal customer, he makes the
orders to you, there is confidence he
does not look for another supplier but
you.

 Potential Consumer: The person who
has a provisional contact with the
product or who will be the consumer in
the future.
The potential client is any person who
can become a buyer (the one who buys
a product), user (the one who uses a
service) or consumer (the one who
consumes a product or service), since it
presents a series of qualities that they do
it prone, either by needs (real or
fictitious), because they have the right
profile, because they have the economic
resources or other factors.

Describe the profiles

 Demographic profile A demographic profile is a set of

estimators, tables and graphical
representations that succinctly
summarize the state of a population (or
population structure: characteristics of
its members and spatial distribution for
the moment evaluated) and the
processes of growth or decrease.
  Geographic profile Geographical segmentation refers to the
division of the market taking into account
the geographical differences between
one place and another, when distributing
the products or services. Geographic
segmentation helps to collect and
analyze information according to the
physical location of the people.

 Psychographic profile Result of image so that it is a Profile

psicográficoes.slideshare.net
Transcript of consumer's psychographic
profile. It is an attribute which serves to
segment the market and divides the
buyers into different groups based on
their social class, lifestyle or personality
characteristics. Values Personality
Consumer Lifestyle Activities.
6. COMPETITION/POSITIONING PRESENT TENSE

Describe the type of competition your product

or service has:
Our main competences are the great
 Direct liquor stores.

7. MARKET RESEARCH PRESENT TENSE

Explain the market research you have made in A segmentation was carried out as
your project: which are the latest changes of follows: Demographic segmentation
consumers and the target public? Male and female consumers of strata
Geographic segmentation: Initially
covering the city of Bogota, with a
market size of 7,000,000 people.
Psychographic,segmentation
consumption: Consumers are all social
strata.

 SCHEDULE

Include the distribution channels for the PRESENT TENSE

products of your project:

 Direct
The Liquor Distributor DICOR is
responsible for delivering our products
to our customers in this case Bars,
supermarket stores without
intermediaries. Therefore, it does not
delegate storage, transportation or
customer service processes.
He is responsible for the distribution of
his own products.
.