AP09-EV04 FORMATO BRIEF – ADVERTISING CAMPAIGN IN ENGLISH

TRANSVERSAL INGLES

Authors

SANTIAGO ZULUAGA

TUTOR
MARIA JOSE HERNANDEZ DUQUE

FECHA
26/08/2019
COMPANY: PASOS KANDA S.A
BRAND: PASOS KANDA
MOTTO: AN OWN STYLE OF ELEGANCE

COMPANY INFORMATION PRESENT TENSE

 Name of the  Name of the company and
company commercial name: PASOS KANDA
 Trades name  Motto: An own style of elegance
 Company activity  Activity of the company: Our activity
is to make high quality shoes.

COMPANY HISTORY PAST TENSE

 History of the elegant steps emerged from the innovation

company in detail of leather designs, giving a complement
full of elegance and style.
 Advertising has
been traditionally Managers developed this commercial idea
done? by entering the fashion of handbags and
accessories, where each person creates
 What kind of their own design and style and the strong
advertising and complement is shoes.
what issues were
addressed? After marketing the first shoes they have
had a great reception, which makes
 What were the elegant steps, a good perspective and we
objectives of are acquiring identity and recognition,
previous since then we have developed advertising
campaigns? strategies to attract our customers

 What are the

characteristics of
your product or
service?

 What is the
current position of
your product in the
market?
THE PRODUCT OR
SERVICE PRESENT TENSE
Description of the
product or service with Our products offered in the
all its features: •
Physical (if it has) market are made of leather, they

• Chemical
are designed by fashion and
characterization (if it has)
• Packaging (if it has)
innovation professionals who are
• Benefits
inspired by the elegance of
• Trajectory (how long
was it released)
women.
• Lifecycle
The elaboration of our products
• Legislation
comes from generation to

generation, respecting the

regulations and current

legislation.

The shelf life of our products will

be 3 to 5 years, our products are

exclusive and only available in

selected stores
 SWOT MATRIX (STRENGTHS, PRESENT TIME

WEAKNESSES, OPPORTUNITIES 1. WEAKNESSES: we have little

ANDTHREATS) staff.

• Weaknesses (they are internal to 2. OPPORTUNITIES: assistance of

the company) our brand in various fashion

• Opportunities (they are external, exhibitions nationwide and also

what the sale opportunities are) business conferences that allow

• Strengths (they are internal) contact with future clients.

• Threats (they are external ) 3. STRENGTHS: variety and

exclusivity in designs, quality

finishes and leather materials,

guarantee in all our items

4. THREATS: shorter period of

time in the market than our

competitors

BUDGET PRESENT TIME

  personal advice: $ 16,000,000

It’s the money assigned to the project. equipment: $ 12,000,000

 transportation: $ 7,000,000 staff

costs: $ 9,000,000 supplies: $

3,000,000 total: $ 47,000,000

CONSUMER/TARGET AUDIENCE CONSUMER / OBJECTIVE HEARING

3 types of consumers:

Describe the three types of consumers: • 1. FINAL CONSUMER: women of all

End consumer: The person who consumes ages, lovers of leather shoes and

the product, but doesn’t decide on the with a taste for exclusive designs.

purchase. 2. REAL OR OBJECTIVE

CONSUMER: any type of person

• Real consumer or objective: The person who buys leather shoes for

who makes the purchase decision. personal use or to give to another

person.

• Potential Consumer: The person who 3. POTENTIAL CONSUMER:

has a provisional contact with the product women of all ages looking to make

or who will be the consumer in the future. a difference with a touch of

distinction, originality and good

Describe the profiles • Demographic taste.

profile CUSTOMER PROFILE,

• Geographic profile demographic profile: Women of all

• Psychographic profile ages .

GEOGRAPHICAL PROFILE: our

public will be located throughout

the national area, with an offer for

all types of social class.

PSYCHOGRAPHICAL PROFILE:

women of all ages who buy

leather shoes with different styles

and exclusive designs.

COMPETITION/POSITIONING PRESENT TENSE

Describe the type of competition your POSITIONING COMPETITION

product or service has: DIRECT CONTEST: PASOS KANDA

• Direct TIP: motivate and move forward to

• Hint be the best version of yourself

• Main Competition MAIN COMPETITION: shoes for

women

PROJECT OBJECTIVES PRESENT TENSE

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

 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

Explain the market research you have MARKET RESEARCH

made in your project: which are the latest We will investigate trends, public,

changes of consumers and the target product, distribution and

public? advertising of shoes for women.

TRENDS: we will generate new

ideas to innovate our products

and adapt to current fashion.

OUR PUBLIC: Our objective: it will

be, in any case, with pleasure for

 exclusive shoes made of leather.

Articles with innovative and

original designs, which represents

a great attraction for our potential

customers.

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

SCHEDULE PRESENT TENSE

Initial Date until deadline. The most

Critical Date need to be arranged and WEEK 1 Approach of the idea.

Written here. WEEK 2 Investigation of the

problem WEEK 3 Development of

the conceptual framework.

WEEK 4 Formulation of the overall

objective of the study.

WEEK 5 Formulation of the

general objectives of the study.

WEEK 6 Formulation of the

specific objectives of the study.

WEEK 7 Formulation of the study

hypothesis. (Critical week)

WEEK 8 Definition of research

variables