AP09-EV04-BRIEF FORMAT ADVERTISING CAMPAIGN IN ENGLISH

VINILSAM LTDA

APPRENTICE
BRAYAN CAMILO MORALES MORALES

INSTRUCTOR
JAVIER VEGA

NATIONAL LEARNING SERVICE SENA

MARKET MANAGEMENT TECHNOLOGY

REGIONAL AGRICULTURAL CENTER-CAUCA

AUGUST 2019
1. Abra un documento en el formato de su preferencia donde archivará las
actividades.
2. Escuche la publicidad radial en la sección “Let’s listen”. Después de
escucharla conteste las preguntas de comprensión. Pegue una captura de
pantalla en cada respuesta correcta en el documento.
 3. Descargue el material “Guidelines for creating an advertising campaign”,
ubicado en la sección “Let’s listen”. Escriba una publicidad radial de una
compañía X y preséntela de manera oral en la sesión virtual (encuentro
sincrónico) “Creative Brief”, habilitada y programada por el instructor. La
publicidad debe durar dos minutos como máximo.

RADIAL GUIDE

you thought it would never happen ...

How much time has passed?
The cheapest vinyl paint on the market and in its best quality at the door of your home or
work is now a reality ...
The home delivery of our VINILSAM product will meet all your decoration needs ...
Orders 313 7166048 we wait for you ...
4. En la sección “Let’s write”, descargue las instrucciones para elaborar una
campaña publicitaria (Radial, de televisión o promocional) y el
diligenciamiento de un brief. Agregue el brief diligenciado en este documento
y envíe la publicidad en el formato de su preferencia al instructor.

COMPANY: VINILSAM LTDA.

BRAND: VINILSAM decorative vinyl

MOTTO: "Giving color to your life"

1. COMPANY INFORMATION PRESENT TENSE
Name of the company VINILSAM LTDA Production and
Trade’s name marketing with direct sale of vinyl
Company’s activity paint for decoration and finishes on
almost all types of surfaces aimed at
the public from 18 years onwards.
2. COMPANY HISTORY PRESENT TENSE
History of the company in detail Advertising VINILSAM LTDA decorative vinyl;
has been traditionally done? Founded in October 2018, it is the
result of an entrepreneurial project and
with its own resources, in the course
of the market study, it has been
developed to identify the niche
markets. Realization of marketing
processes in our own stores
and chain of supermarkets, shopping
centers through tastings and display of
products at market booths that have a
large influx of people.
What kind of advertising and what issues were
addressed? Exhibitions in market chains, POP,
oral and written advertising. There
were economic problems, due to the
cost of radio and press guidelines, the
competition has television advertising
that makes VINILSAM LTDA a
problem because they do not have
enough resources to program on
television, which makes it a problem
for the company.
What were the objectives of previous
The objectives were; Make the
campaigns?
product known to people and places
that had no impact on the product
launch, plant the product, seek
acceptance among people who have
not been able to promote VINILSAM
sales to consume.

What are the characteristics of your product or VINILSAM is a kind of superlavable

service? vinyl type paint with most of its
biodegradable components said to be
100% environmentally friendly.
 It is in a challenging position, because
What is the current position of your product in it occupies second place in the
the market? Samaniego market by 80% and 20% is
a leader, first, fighting for first place
with the competition that has been in
the market for years.
3. THE PRODUCT OR SERVICE PRESENT TENSE

Description of the product or service with all VINILSAM is a product in

its features: presentation of 1.5 and 10 gallons,
 Physical (if it has) packed in a bin that after consumption
the container is reusable for household
use, its texture comes from the
combination of ingredients that makes
it look pleasing to the eye and durable
application.

It is a product composed of resins and

 Chemical characterization (if it has) pigments, these must be free of
foreign matter

It has a uniform color and a smell

similar to that of the respective
traditional paint. In order to
characterize this product based on
water.

Cardboard box of 60x40x30, contains

Packaging (if it has) 6 VINILSAM cans of one gallon each.

Vinyl-type paint is a class of substance

known for its biodegradable
 Benefits properties with resistance to washing
and the effect of the weather, it is also
attractive to the customer for its lower
price than traditional companies.

VINILSAM just introduced in the

market, will begin as a strange product
that occupies 13% in the market
Trajectory (how long was it released). 4 years later, we aspire to make it a
product that occupies 80% and 20%
occupies the first place in the big
markets.
 Legislation The purpose of preservatives is to
maintain and preserve product quality,
ensure safety and health,
contribute to conservation, improve
functional properties (for example, its
availability outside the temperature),
promote consumer acceptance
(improve odors and colors)

2 years from the day of its preparation.

 Ifecycle
4. SWOT MATRIX (STRENGTHS, PRESENT TENSE
WEAKNESSES, OPPORTUNITIES AND
THREATS) 1. Being a new company, its market
share is low.
Weaknesses (they are internal to the company) 2. Low business experience in the
sector.
3. In sales, growth is very slow
because it is a new product in the
market.

Opportunities (they are external, what the sale 1. The growing demand for natural
opportunities are)
Strengths (they are internal)
and traditional products.
2. Customers are willing to try new
products. 3. Strategies at points of
sale.
1. Manufacturing is easy to prepare.
2. It is a niche market.
3.VINILSAM is a biodegradable
product and has a high resin and
pigment content.
4. Product of mass and permanent
consumption.

Threats (they are external) 1. The competition between strong

brands positioned and with fixed
customers.
2. Aggressive advertising between
contests.

5. BUDGET
It’s the money assigned to the project.
6. CONSUMER/TARGET
AUDIENCE
Describe the three types of consumers:
 End consumer: The person who Person or organization that makes
consumes the product but doesn’t decide on effective use of a certain product or
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.
3. Increase in raw material for
production.
PRESENT TENSE
1. BUDGET
The money allocated to the project
is $ 100,000,000, own contributions
and bank financing.
PRESENT TENSE
service and that entails the supply of a
good. These are the consumers
advertisers target in their mass media
advertising campaigns.
The "REAL" client is the one for
which you have worked (he has not
worked 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.
The potential client is one of the
fundamental aspects that is always
taken into account in any economic
entity, because in them lies the
opportunity for growth and
development.
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.

Result of image so that it is a profile

Describe the profiles demográficowww.scribd.com
A demographic profile is a set of
estimators, tables and graphical
 Demographic profile
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.

Geographical segmentation refers to

 Geographic profile
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.

Result of image so that it is a Profile

psicográficoes.slideshare.net
Transcript of consumer's
 Psychographic profile 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.
7. COMPETITION/POSITIONING PRESENT TENSE
The direct competition of
Describe the type of competition your product VINILSAM; brands such as
or service has: PINTUCO, PINTULAND, BLER and
sapolio.
 Direct
Products such as viniltex de Pintuco
and vinilbler de bler, etc.
 Hint We observe that there is a leading
brand in Colombia that is Pintuco,
 Main Competition because for many years it has created
a strong brand with a lot of memory in
Colombian families, but they do not
have a biodegradable product at a very
good price, which represents a
competitive advantage for our
company. the only national company
This product is offered by an
international company, but it is not a
preferred brand, so far because it
offers its products at great prices.

8. PROJECT OBJECTIVES PRESENT TENSE

Consolidate VINILSAM, with its
Describe the goal to be achieved in your flagship product at regional and
project. national level as the number one, to
provide employment and development
to the communities, with the purchase
of raw materials and the generation of
employment. Locate the company as
one of the 5 producers in the country
of large-scale paints and with the
manufacturing guidelines required by
law.

9. MARKET RESEARCH PRESENT TENSE

Explain the market research you have made in Segmentation was performed as
your project: which are the latest changes of follows: Demographic segmentation:
consumers and the target public? male and female buyers over 18 years
of age. Male and female consumers of
legal age in strata 1, 2, 3, 4, 5 and 6
Geographic segmentation: Initially
covering in the city of Samanjego
(Nariño), with a market size of 23,000
people, with a temperate climate that
does not exceed 20 ° c. Psychographic
segmentation: upper class, upper
middle, middle and lower middle,
 people who like products for
decoration.

Use / consumption of
Segmentation: In general, in
Colombian homes they buy paintings
once a year; or, in festivities or
remodeling of places, but in
Samaniego they usually buy as the
situation warrants, however, they can
buy more but of different colors, being
their Frequency of use on walls,
facades, floors, wood, etc., the most
frequent places of purchase are our
stores and small neighborhood
hardware stores and, as a second
option, chain stores.

10. SCHEDULE PRESENT TENSE

Include the distribution channels for the

products of your project:

 Direct With the popularization of the Internet

and the solution of electronic
commerce, the distribution channels
have undergone logical changes to
adapt to new technologies and
digitalization. This has caused the
rapprochement between
manufacturers and consumers,
blurring the participation of the
different distribution agents, but
traditional channels continue to exist
and work.
Own or direct channel: the company
VINILSAM LTDA, is responsible for
bringing your product to the final
customer without intermediaries.
Therefore, it does not delegate
storage, transportation or customer
service processes. For example, the
HP product company is responsible
for the distribution of its own
products.
Because transport companies in many
cases are not ready if it is not for
transport and delivery, but at the time
 of leaving out the good name of the
company that owns the product they
carry they do not know what it is, in
other situations delivered in The
product is in poor condition because
they do not care, if not their goal is to
deliver it and now. In other situations,
non-compliance with delivery may
occur due to time, causing
inconvenience to customers, leaving
the good name of the company.
 Indirect

Indirect channel A distribution

channel is usually indirect, because
there are intermediaries between the
supplier and the user or final
consumer. The size of the distribution
channels is measured by the number of
intermediaries that form the path that
the product travels, such as transport
companies, individuals that carry out
this cargo transport work.

5. En la sección “Vocabulary” aparee la palabra en inglés con el concepto

correcto. Tome capturas de pantalla de cada grupo de palabras
correctamente ubicadas y agréguelas al documento.