AP09-EV04- “Formato brief - Campaña publicitaria en inglés”.

Authors
GUILLERMO ANDRES GONZALEZ BRAVO

TUTOR
LAURA CRISTINA DUEÑAS ANGULO

GESTION DE MERCADOS

2019 (1749828)
COMPANY: DIGITALMAS S.A.S
BRAND: DIGITALMAS
MOTTO: AN OWN STYLE
 COMPANY INFORMATION PRESENT TENSE

• Name of the company Name of the company and commercial name:

DIGITALMAS S.A.S.
• Trade’s name
Motto: AN OWN STYLE
• Company’s activity
Company activity: Solutions in lithography, large
format printing and high quality printing

COMPANY HISTORY PAST TENSE

History of the company in detail DIGITALMAS S.A.S is a professional company of services of

printing to all color, of very high quality, specialized in short or
medium runs and with capacity of personalization to all color and
insertion of variable data content including texts, photos and

graphics .
The inspiration arose from the innovation of designs in
• Advertising has been traditionally done? impresiones laser giving a complement full of elegance
and style.

Managers developed this commercial idea by promoting

• What kind of advertising and what issues were SMEs and articles with their own style from different areas of
addressed?
the country to market products .
• What is the current position of your product in the After marketing the first articles, our products have had a
market? great reception, which makes DIGITALMAS a good
perspective, acquire their identity and gain recognition, since
then we have developed several advertising campaigns in
different media to consolidate the image of our company.
.
THE PRODUCT OR SERVICE PRESENT TENSE

Description of the product or service with all its Our products offered in the market are all related to prints
features: and accessories made in your own style.
• Physical (if it has)

• Chemical characterization (if it has) Our digital prints and others are manufactured in different
• Packaging (if it has) parts of our country, and are inspired by the protection and
care of nature.
• Benefits
The useful life of our products will be five to ten years.
• Trajectory (how long was it released)
Our products are exclusive and are only available on our
website
• Lifecycle
 The elaboration of our products will be based on advanced
• Legislation techniques and designed with the best quality and respecting
the regulations and current legislation.

SWOT MATRIX (STRENGTHS, PRESENT TENSE

WEAKNESSES, OPPORTUNITIES
ANDTHREATS) • Weaknesses:
We do not have enough capital to have an optimal
• Weaknesses competitive level.
(they are internal to the company)
• Opportunities:
• Opportunities Assistance for various fashion fairs nationally and
(they are external, what the sale opportunities internationally, and business conferences that allow
are) contact with intermediaries.

• Strengths • Strengths:
(they are internal) Variety and exclusivity in designs, quality finishes and
leather materials, with print guarantee on all our articles.
• Threats
(they are external ) • Threats:
Shorter period of time in the market than our
competitors.
BUDGET PRESENT TENSE

It’s the money assigned to the project. Complementos para la venta: $

22,000,000
Alojamiento web: $ 8,000,000
Servicios profesionales: $ 16,000,000
Equipos informáticos: $ 12,000,000.
Gastos de personal: $
9,000,000
Suministros: $ 3,000,000
Total: $ 70,000,000
CONSUMER/TARGET AUDIENCE PRESENT TENSE
Final consumer: companies that love advertising and articles
Describe the three types of consumers: with their own style with the best quality prints of all kinds
• End consumer:
The person who consumes the product, but doesn’t Real or objective consumer:. Any type of company or person
decide on the purchase. who wants to have their product of the best technology
.
• Real consumer or objective:
The person who makes the purchase decision. Potential consumer: companies from all areas that seek to
make a difference with a touch of distinction, originality and
good taste
• Potential Consumer:
The person who has a provisional contact with the CLIENT'S PROFILE
product or who will be the consumer in the future. • Demographer profile: companies and men and women
of all ages.
Describe the profiles
• Demographic profile • Geographic profile: our public will be located
throughout the national area, with an offer for all types of
• Geographic profile social class.
Psychographic profile: men and women of all ages who
buy advertising items with different styles and exclusive
• Psychographic profile
designs..
COMPETITION/POSITIONING PRESENT TENSE

Describe the type of competition your product or POSITIONING COMPETITION

service has:
• Direct contest: DIGITALMAS S.A.S
• Direct • Clue: Style lover of our planet.
• Hint • Main contest: accessories for men and women and
• Main Competition companies that want to have their own style.
PROJECT OBJECTIVES PRESENT TENSE

Describe the goal to be achieved in your project. OBJECTIVES OF THE PROJECT

Achieve a measurable annual return of 35%.

Increase sales every year by 50%

Position our brand in the accessories market being

recognized for its variety, quality and prices of our
products.

Achieve full national and international coverage.

MARKET RESEARCH PRESENT TENSE
MARKET RESEARCH
Explain the market research you have made in your We will investigate trends, public, products, distribution
project: and advertising for companies and other people with
which are the latest changes of consumers and the their own style.
target public? .

Trends
We will generate new ideas to innovate our products and
adapt to current fashion..

Public
Our target audience will be, in any case, happy with
digital prints

Product
Solutions in lithography, large format printing and high
quality printing

Distribution
The distribution is made through an independent
company, which will generate added value by the rapid
delivery of the product to our final customer.

Advertising
To publicize our products, make an advertisement
through print media, radio, television, as well as the
public image on the network.