EVIDENCIA AP09-EV04- “FORMATO BRIEF - CAMPAÑA PUBLICITARIA EN

INGLÉS”.

MAYE KATHERINE ESPINOSA RINCON

APRENDIZ

LILIANA SOLARTE NAVARRO

INSTRUCTORA BILINGUISMO

SENA SOFIA PLUS PLATAFORMA VIRTUAL

GESTION DE MERCADOS (1667987)
AÑO 2019

1. Company information
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 add advertising and
what issues were adressed?
What were the objetives of
previous campings?
What are the characteristics of
your product or service?
What is the current position of your
product in the market?
3. The product or service
Description of the product or
service with all its the features:
 Physical (if it has)
 Chemical caracterization (if
it has)
 Packaging (if it has)
 Benefits
BRIEF
TRAVEL PARADISE, NATURAL LIVE
TOURISM AGENCY
The company is created on June 20, 2018 with the
purpose of making sustainable tourism, by
minimizing the environmental pollution generated
by economic activity, conducting talks, and
activities that involve the population and enhance
the department of Santander. Yes, we have used
traditional means of communication, however we
are working on a website that allows the purchase
of online travel packages.
The most used advertising was program on the
radio, because we reached more people and
attacked the problem of reaching the entire
metropolitan area of Bucaramanga.
the objectives were To reach people in the
metropolitan area of Bucaramanga, consolidate
the brand, create awareness of environmental
care to be able to enjoy it for longer. it is an
accessible tourist product adjusted for the
different needs of the clients, for example we have
for the family, the couple, adventurers, business,
etc.
According to our research, we are in a good level
of sales, welcomed by customers as a good
service given to other companies that have been
in the market for a longer time.
The service of tourism contains transport, food,
lodging, activities according to the chosen
package, for the rest package we have visit to the
spa, for couples we have night in the bar/ ballroom
dancing, for family we offer recreational activities
for all ages, for the adventurers, we offer camping,
climb and swim. etc.
The life cycle of tour packages depends a lot on
the season of the year, for which we have special
  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)
5. Budget
It’s the money assigned to the
project
6. Consumer / Target
Audience
promotion packages to meet the needs of
customers.
We are governed by DECREE 2438 OF 2010 "By
which are dictated some provisions related to the
responsibility of Travel Agencies in the provision
of tourist services."
THE PRESIDENT OF THE REPUBLIC OF
COLOMBIA,
in exercise of the powers conferred by articles
189, numeral 11 of the Political Constitution and
articles 2, 84 and 85 of Law 300 of 1996, and the
most recent update of the year 2018, Decree 2063
of 2018 "By which Articles 2.2.4.1.1.6,
2.2.4.1.1.10, 2.2.4.1.2.1, 2.2.4.1.2.2, 2.2.4.1.2.3,
2.2.4.1.2.4 and 2.2.4.1 are modified. 3.4 of the
Sole Regulatory Decree of the Trade, Industry and
Tourism Sector, Decree 1074 of 2015. "
weaknesses we have less time in the market.
Opportunities we have that the Santander
government has planned resources and activities
that drive new companies, such as fairs,
exhibitions, etc.
Strengths in alternative of different segments of
the tourist market.
Threats new legislations in which we are not
prepared to assume them.
In terms of budget we have enough money to
carry out the economic activities of our company,
the maintenance of our buses in case of nearby
tourism in the department of Santander, we also
have a good agreement with travel agencies for
air transport, the hotels and companies that lend
their spaces for recreational activities.
The final consumer is those who do not decide the
purchase, that is, those who accompany
customers who are buyers and enjoy the trip.
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
Descibe the type of competition
your product or service has:
 Direct
 Hint
 Main Competition
8. Project Objectives
Describe the goal to be achieved in of customers, create awareness in the community
your product
9. Market research
Explain the market research you
have made in your project: wich
are the latest change of consumers
and the target public?
The real consumer or objective, is the one who
makes the purchase, they are the ones who are
already contracting directly with us.
The potential consumer is those that possibly
acquire our service in this case those belonging to
strata 2,3,4,5 and 6 belonging to the metropolitan
area of Bucaramanga.
Direct competition is those that offer the same line
of tourist services that we offer, and those that
also have an environmental focus, in this case,
Mochileros, is an unconventional tourism agency,
competes with the adventurous and
environmental area of our company.
The indirect competition is the Decameron
agencies that offer commercial tourism without the
environmental focus.
Carry out sustainable tourism, enhance the
Santander department, meet the different needs
of the importance of environmental care.
Involve the community in reforestation, cleaning
and environmental care projects.
The market research shows as a result that we
must take into account strata 2 and 3 previously
unrelated, since it has been seen lately that these
strata every day consume more tourist products,
so we adjust an economically accessible plan for
these clients
 10. Schedule Indirec channel, is external, because although we
promote directly to the client, he will use the
Include the distribution channels service of lodging, food, etc. of other companies.
for the products in your project:
 Direct
 Indirect

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