National Learning Service

SENA

Market management
File
# 1749837

Project activity
#9
FORMATO BRIEF: CAMPAÑA PUBLICITARIA EN INGLES

By:
Lidia Constanza Delgado Gamboa
RADIAL ADVERTISING OF THE HANDCRAFT COMPANY

Curiti municipality is characterized by humble people and weaver of the product

the fique an innovative natural fiber with which you can manufacture bags,
shoes, wallets, chairs etc. COME AND KNOW! Our products and fall in love
with these beautiful crafts, our municipality is located in the department of
Santander, an hour and a half from Bucaramanga and twenty minutes from San
Gil
BRIEF

1. Company information PRESENT TENSE

Name of the company
Trade’s name
Company’s activity
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
• Company name and commercial
name:
ARTECUR
Motto: weaving dreams
• Company activity: our activity is to
make crafts based on fique
PAST
ARTECUR was created from the fact
that Curiti is a tourist municipality and
has as natural fiber the fique
cultivated and processed in the same
town and with which you can design
many crafts such as: bags, shoes,
key chains, hats, rugs, curtains etc.
The inspiration came from continuing
with the traditions and the great
current position of your product in the
market?
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)
Life cycle
Legislation
4. SWOT MATRIX (STRENGTHS,
WEAKNESSES, OPPORTUNITIES
ANDTHREATS)
• Weaknesses (they are internal to
the company)
• Opportunities (they are external,
what the sale opportunities are)
• Strengths (they are internal)
• Threats (they are external )
opportunity to create a company that
creates employment. Since then we
have developed several ads.
Campaigns in different media to
consolidate the image of
Our company
PRESENT TIME
Our products are inspired by the
protection and care of nature.
The elaboration of our products will
be based on natural fiber materials
the fique
The shelf life of our products will be
twenty years and up. Our products
are exclusive and only available in
our warehouse
PRESENT TIME
DOFA MATRIX
ASTECUR INTERNES
STRENGTHS
Knowledge of the rules of customer
services.
A good business plan, as well as
marketing and finance.
. Clear and planned objectives of how
the company will work and to which
segment it is aimed.
WEAKNESSES
ignore benefits of customer service
strategies
Not having a brand positioned and
recognized.
Be a new company in the craft sector.
EXTERNAL OPPORTUNITIES. Be a
company
Innovative in the field of crafts with
good customer service and good job
creation in the municipality
Transformation
 STRATEGIES
(INCREASE)
Be an innovative company that
provides crafts made in fiques
knowing the advantages and benefits
generated by the
Customer service.
. Mix the business plan with the
provision of the service to be the
union of two groups that are
separated as sets and
transformation companies
STRATEGIES
(SURVIVAL)
. Publicize the different benefits and
quality of the products offered and
services for customers
THREATS
Unfair competition and low prices that
are not trained.
to develop this work and damage the
image of the company
Do not establish an interested
market.
STRATEGIES
(SURVIVAL)
Have clear objectives of how the
transformation and selection
processes will be.
the materials to avoid
Confusions and gaps in the users that
will provide the service.
MARKETING STRATEGIES
. Make known the name of the
company with quality and good
principles to gain a position in the
marking and within the competition.
Be flexible as possible
changes made to the law and thus
adjust our objective
5. BUDGET PRESENT TIME
It’s the money assigned to the Accessories for sale: $ 22,000,000
project. Leasing warehouse: $ 800,000
Professional services: $ 8,000,000
Equipment (fiber engine, looms,
reamers, winches and knitting
needles): $ 10,000,000.
Personal expenses:
$ 3,000,000
Supplies: $ 6,000,000

6. CONSUMER/TARGET AUDIENCE PRESENT TENSE
Describe the three types of
consumers:
• End consumer: The person who
consumes the product, but doesn’t
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 PROJECT OBJECTIVES
your project.
9. MARKET RESEARCH
Explain the market research you have MARKET RESEARCH
made in your project: which are the
Total: $ 49,800,000
• Final consumer: tourists, general
public and warehouses.
• Real or objective consumer: any
type of person who
Buy craft products.
• Potential consumer: warehouses.
CLIENT'S PROFILE
• Demographer profile: men and
women of all.
• Geographic profile: our public will be
located in the municipality of Curiti
• Psychographic profile: men, women
and children who want to buy crafts
PRESENT TENSE
POSITIONING COMPETITION
• Direct contest: Ingenio ASTECUR
• Suggestion: crafts
• Main competition: warehouses
PRESENT TENSE
Achieve a measurable annual yield of
35%.
Increase sales every year by 50%.
Position our brand in the market of
crafts products being
Renowned for its variety, quality and
prices of our products.
Achieve national coverage
PRESENT TENSE
latest changes of consumers and the
target public?
10. SCHEDULE
Initial Date until deadline. The most
Critical Date need to be arranged and
Written here.
We will investigate public, products,
distribution.
and advertising of final products
Trends
We will generate new ideas for crafts
to create accessories.
Public
Our target audience will be the
stores, general public and tourists.
Product
accessories made of fique
Distribution Distribution is carried out
through an independent body.
Company, which will generate added
value by quickly delivering the
product to our final customer.
Advertising To advertise our
products, make an announcement.
through print media, radio, television,
as well as the public image on the
network
PRESENT TENSE
WEEK 1 Focus of the idea.
WEEK 2 Investigation of the problem.
WEEK 3 Development of the
conceptual framework.
WEEK 4 Formulation of the general
objective.
WEEK 5 Formulation of the general
objectives a study.
WEEK 6 Formulation of specific
objectives a study.
WEEK 7 Formulation of the study
hypothesis. (Critical
week)
WEEK 8 Definition of research
variables.