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ADVERTISING CAMPAIGN IN ENGLISH

FORMATO BRIEF

Authors

SAIDY LUZ DAVID VELASQUEZ

TUTOR
RONALD FRESNEDA

SERVICIO NACIONAL DE APRENDIZAJE SENA

GESTION DE MERCADOS
2020
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COMPANY: JOYAS CASUALES

BRAND: JOYAS CASUALES
MOTTO: ACCESORIOS
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COMPANY INFORMATION PRESENT TENSE

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

JOYAS CASUALES
• Trade’s name
• Motto: ACCESORIOS
• Company’s activity • Activity of the company: our activity is to do
earrings, necklaces, bracelets, rings and anklets in
steel, goldfield, and colombian artisan jewelry.

COMPANY HISTORY PAST TENSE

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 current position of your product
in the market?
Joyas Casuales: More than 11 years of experience
in the market for accessories and jewelry for
women, in Medellin.
the inspiration arose from artisans, head mothers of
families who work from their homes, obtaining their
economic independence.
Managers developed this business idea by
purchasing artisans and items at the women's
accessories and jewelry market in Medellín.
As a company we have three main purposes; The
first is to help people through additional income
solutions. The second is to provide support to our
employees and collaborators. And the third is to
stay over time, growing in collaborators, in
infrastructure, in invoicing and opening new
markets.

THE PRODUCT OR SERVICE PRESENT TENSE

Description of the product or service with all its Our products offered in the market are crafts and
features: accessories made with Colombian artisan jewelry .
• Physical (if it has)
Our designs are manufactured by artisan mothers,
• Chemical characterization (if it has) heads of families who work from their homes,
• Packaging (if it has) obtaining their economic independence

• Benefits The elaboration of our products will be based on

ancestral techniques passed on to the artisans from
• Trajectory (how long was it released) generation to generation, respecting the regulations
and current legislation.
• Lifecycle

• Legislation The shelf life of our products will be five to ten

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years.Our products are exclusive and only available

on our website and with our ambassadors

SWOT MATRIX (STRENGTHS, PRESENT TENSE

WEAKNESSES, OPPORTUNITIES
ANDTHREATS) • Weaknesses:

• Weaknesses Designs to orders with specific charateristics will

(they are internal to the company) probably have a longer delivery time than a normal
order.
• Opportunities
(they are external, what the sale • Opportunities:
opportunities are) Great variety of mixed accessories which generate
more demand
• Strengths
(they are internal) • Whe buying in bulk, accessories are purchased at
a lower price at a lower price and sold at a lower
• Threats price and sold at a higher, wich generates profits
(they are external )
• Strengths:Accesible catalog, and orders can be
made directly from the internet
• There is a variety range and a wide catalog of
accessories for the different tastes of the clients,
being of different tastes of the clients, being of
different material and therefore for different ages.

• Threats:
The amount of people who buy

BUDGET PRESENT TENSE

It’s the money assigned to the project. Complementos para la venta: $ 50,000,000
Alojamiento web: $ 6,000,000
Servicios profesionales: $ 45,000,000
Equipos informáticos: $ 12,000,000.
Gastos de personal: $ 15,000,000
Suministros: $ 90,000,000
Total: $ 218.000.000

CONSUMER/TARGET AUDIENCE PRESENT TENSE

• Final consumer: Men and women of all ages,
Describe the three types of consumers: lovers of accessories earrigs, necklces,bracelets,
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• End consumer: rings and anklets in Steel, golfield, and colombian

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.
artisan jewelry
• Real or objetive consumer: any type of pero who
buys items or accesories in stainless Steel for
personal use or to give to another person
• Potential consumer: People of age seeking to
mak a differece with a touch of class, originality and
good taste
• Client's profile:
• Men and women of all ages.

Describe the profiles • Geographical profile: Our public will be located

• Demographic profile throughout the national area, with an offer for all
types of social class.
• Geographic profile • Psychographic profile: men and women of all
ages who buy accessories and articles i stainless
• Psychographic profile Steel with different styles and exclusive designs.

COMPETITION/POSITIONING PRESENT TENSE

Describe the type of competition your product POSITIONING COMPETITION

or service has:
• Direct contest: Joyas Casuales
• Direct • Clue: Lover of the unique style of jewelry
• Hint • Main competition: Accessories for men and
• Main Competition women.
PROJECT OBJECTIVES PRESENT TENSE

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

project.
•Strengthen the desing processes of our products
optimize and strenthe the processes of inovation
and renewal in the production of our accesories.
Developed stretegies to maintai a close relationship
and retain customers
• Innovative designs with origial and quiality
materials.
• Increase sales avery year by 100%
• Position our brand in the accesories market being
recognized for its variety, quality and prices of our
products.
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MARKET RESEARCH PRESENT TENSE

Explain the market research you have made in MARKET RESEARCH

your project: We will investigate trends, public, products,
which are the latest changes of consumers distribution and advertising for handmade
and the target public? accessories for men and women.

Public
Our target audience will be, in any case, with taste
for handmade accessories.

Product
Jewelry ad accessories ,with innovative and original
designs, which represents a great attraction for our
potential customers

Distribution
The distribution is made by sending the suitcase
with 90 accesories or products to our ambassadors
to be distributed or delivered to our fial customer.

SCHEDULE PRESENT TENSE

Initial Date until deadline. WEEK 1 Approach of the idea.

The most Critical Date need to be arranged
and Written here.
WEEK 2 Investigation of the problem
WEEK 3 Development of the conceptual
framework.
WEEK 4 Formulation of the general objectives of
the study.
WEEK 5 Formulation of the specific objectives of
the study.
WEEK 6 Definition of research variables.
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