AP09-EV04- FORMATO BRIEF - CAMPAÑA PUBLICITARIA EN

INGLÉS

APRENDIZ:

MAYERLI QUIROZ GASCA

SERVICIO NACIONAL DE APRENDIZAJE

TECNOLOGIA EN GESTIÓN DE MERCADOS
(2175841)
2021
CAMPAÑA PUBLICITARIA INGLES
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.
 1. COMPANY INFORMATION PRESENT TENSE
 Name of the company Mermeladas de Colombia SAS Production
Trade’s name and Marketing
Company’s activity Direct sales of jams to fixed customers
and the public in general.
2. COMPANY HISTORY PRESENT TENSE

History of the company in detail Advertising has Mermeladas de Colombia SAS; founded in
been traditionally done? February 2014, the result of an
entrepreneurship project and with its own
resources, in the course of the market
study has been developed to identify the
niches of the market. carrying out
Marketing processes in chain
Supermarket, shopping centers through
tastings and product exhibition in stand of
markets which have great affluence of
What kind of advertising and what issues were  people.
addressed?
Exhibitions in chain markets, POP
advertising, spoken and written. there
were economic problems, because of the
cost of the guidelines in radio and press,
the competition has advertising on
television which makes it a problem for
Mermeladas de Colombia SAS because
they do not have enough resources to get
to schedule on television, which makes it a
What were the objectives of previous
problem for the company.
campaigns?
The objectives were; publicize the product
to people and places which were not
impact on the launch of the product, plant
the product, seek to obtain acceptance
among people who have not been able to
What are the characteristics of your product or comvencer sales of comsumir Tropimix
service? marmalade.

Tropimix jam; It is a fruit based preserve

What is the current position of your product in
the market?
like passion fruit and pineapple, without
artificial preservatives, yellow color, rich in
water in the same fruit, rich in vitamins E,
endulsed only with the sugar of the fruit.
that's why it's said to be 100% natural.

 Packaging (if it has)

 Benefits
3. THE PRODUCT OR SERVICE

Description of the product or service with all its  Trajectory (how long was it released).
features:

 Physical (if it has)

 Chemical characterization (if it has)

 second in the market by 80% and 20% is
leader, first, fighting for first place with the
competition that has been in the market for
years.
PRESENT TENSE
Mermelas Tropimix is a product in
 presentation of 250 grams, packaged in a
 bottle that after consumption is for glass for
the kitchen of the homes, its yellow color
comes from the combination of
 passion fruit and pineapple, its flavor is
 pleasant because it is only endued with the  
sugar of the fruit. Nectar is a product made up
of juice and fruit pulp, these must be free of
foreign matter and flavors,
They have a uniform color and smell similar to
that of the respective fruit. With the objective hundred
of characterizing fruit-based nectars of  
milky, passion fruit and pineapple. The
parameters studied were: content of vitamin C, Marmalade Tropimix has 4 years in the
reducing sugars, titratable acidity and
acceptability.
Carton box of 50 by 30 centimeters by 10
high, contains 24 jars of Tropimix jam of
250 Grams.
The parchita known in many countries but
maracayá in others, is a fruit that contains
water, fiber, abundant caloric value,
vitamins of various types A, B and C
among others also minerals such as
potassium, phosphorus, iron, thiamine,
riboflamina etc. Reduces the risk of
hypertension, pineapple is excellent for
this because one cup of pineapple
contains one milligram of sodium and one
ninety-five milligrams of
potassium.

 Legislation

4. SWOT MATRIX (STRENGTHS,

WEAKNESSES,
OPPORTUNITIES AND
THREATS)

Weaknesses (they are internal to the

company)

Ifecycle
market, started as a strange product
occupying 60% in the canned market, 4 years
later it is a product that occupies 80% and
20% occupies the first place in large markets.
The purpose of the additives is to maintain
and preserve the quality of the
 product, to ensure safety and health, to
increase or maintain nutritional value, to
contribute to conservation, to improve
functional properties (for example, their
availability outside temperature), to
 promote the acceptance of consumer
(enhancing flavors and colors) and facilitate
the preparation of the food. However, each
additive carries a risk to health, often
verifiable only in the medium and long term.
The risk of an additive lies mainly in its
toxicity, mainly related to the amount that is
added to the food and its carcinogenic or toxic
effect. The additives are allowed for addition
according to the regulations established for
their use.
In addition there are other additives whose
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
Describe the three types of consumers:
 End consumer: The person who
consumes the product, but doesn’t
toxicity is not completely clear, is the case
of aspartame-type sweeteners, or dyes
that according to studies have come to
generate alterations in people.
Brix degrees to which the product should
 be kept maximum; 68-72.
Add maximum: Sorbic acid 25mg / kg
weight, Benzoic acid 5mg / kg weight, L-
Ascorbic acid 15mg / kg weight, Pectin
10%. According to the NTC standard, for
 jams.
6 months from the day of its preparation.
PRESENT TENSE
sector.
1.In sales, growth is very slow because it
is a new product in the market.
1.The growing demand for natural and
traditional products.
2. Customers is willing to try new
 products. 3. Strategies at the points of
sale.
1. Manufacturing is easy to prepare.
2. It is a market niche.
3.The Tropimix marmalade is a 100%
natural product and has a high nutritional
content.
4.Product of massive and permanent
consumption.
1. The competition between strong brands
 positioned and with fixed clients.
2.Aggressive advertising between
competitions.
3. Increase of raw material for production.
PRESENT TENSE
The money assigned to the project is $
280,000,000, own contributions and bank
financing.
decide on the purchase.
 Real consumer or objective:
The
  person who makes the PRESENT TENSE
purchase decision.

Person or organization that makes

effective use of a certain product or
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.
 Potential Consumer: The person who
has a provisional contact with the The potential client is one of the
 product or who will be the consumer in fundamental aspects that is always taken
the future. 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
Describe the profiles or other factors.
Result of image so that it is a profile
 Demographic profile
demográficowww.scribd.com
A demographic profile is a set of
estimators, tables and graphical
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 the
 Geographic profile
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.
psychographic
 Psychographic profile  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
7. COMPETITION/POSITIONIN
G
 Consumer Lifestyle Activities.
Describe the type of competition your product
PRESENT TENSE
or service has:

 Direct

The right competition of Marmalade

 Hint Tropimix; brands like La Constancia, San
Jorge etc.
 Main Competition
Products such as milk, butter, cheese, etc.

We observe that there is a leading brand

in Colombia that is fruity, because for
many years it has created a strong brand
with a lot of remembrance in Colombian
families, but they do not have jam of arazá
what represents for our company a
competitive advantage, the only national
company This product is offered by a
company from Caquetá called MUKATRI,
but it is not a well-known
 brand, so far it is starting to offer its
 products in large areas such as Carulla
and Carrefour.

8. PROJECT OBJECTIVES
PRESENT TENSE
Describe the goal to be achieved in your
 project. Consolidate Mermeladas de Colombia
SAS, with its flagship product as the
number one regional and national level, 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 of the country of
canning on a large scale and with the
hygiene guidelines required by law.

9. MARKET RESEARCH PRESENT TENSE

Explain the market research you have made in
your project: which are the latest changes of
consumers and the target public?
A segmentation was performed as follows:
Demographic Segmentation: Men and
Women Buyers between 5 years and
older. Consumers men and women of all
ages of strata 1, 2, 3, 4, 5 and 6
Geographical Segmentation: Initially
 covering in the city of Villavicencio (Meta),
with a market size of 600,000
 people, with a warm climate that does not
exceed 32 °. Psychographic segmentation:
High class, medium high, medium and low
average, people who like healthy, natural
and good tasting products. Segmentation
Use / consumption: Usually in Colombian
homes they buy jam once a month, but in
Villavicencio they usually
 buy weekly, however they can buy
additional but of different flavors, being
10. SCHEDULE their frequency of daily use in breakfasts,
ounces or food , the most frequent places
Include the distribution channels for the of purchase are shops and small
 products of your project: neighborhood supermarkets and as a
second option the chain stores. Every day
 Direct the markets are changing, they have new
tastes, new diseases are born that
make
 preserves are forbidden by doctors,
children who previously consumed jams
now no longer do so because their parents
no longer have the money to include this
 product in the family basket.

PRESENT TENSE

With the popularization of the internet and

the settlement of electronic commerce,
distribution channels have undergone the
logical changes for adapting to new
technologies and digitalization. This has
caused the approach between
manufacturers and consumers, blurring the
participation of the different distributing
agents, but traditional channels continue to
exist and work.
Own or direct channel: The company itself
Tropimix Marmalades of Colombia SAS
manufacturer is responsible for getting
your product to the final customer without
intermediaries. Therefore, it does not
delegate storage, transport or customer
service processes. For example,
 the HP product company is responsible
for the distribution of its own products.
Because the transport companies in many
cases are not ready if not to transport and
deliver but at the time of leaving high the
good name of the company that owns the
 product they are carrying do not know
what it is, in other situations delivered in
 poor condition the product or let it hurt
 because they do not care if not their goal is
to deliver and already. In other situations,
the non-fulfillment of delivery can be
presented on time, causing inconvenience
to customers, leaving the good name of
the company wrong.

 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, as transport
companies, private individuals that exege
this work of freight transport.

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