Formato brief - campaña publicitaria en inglés

Yessika Paola Vargas Vargas

Aprendiz

Jhon Jairo castro

Instructor

Gestión de mercado
Ficha:2104724

Gestión tecnológica valle del cauca

Sena virtual
14/05/2021
 1. COMPANY INFORMATION PRESENT TENSE
Name of the company Mermeladas de Colombia SAS
Trade's name Production and Marketing
Company's activity Direct sales of jams to fixed customers

2. COMPANY HISTORY
History of the company in detail Advertising Mermeladas de Colombia SAS; founded
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?
and the ublic in eneral.
PRESENT TENSE
in 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 people.
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 problem for the company.
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 comvencer sales of
comsumir Tropimix marmalade.
Tropimix jam; It is a fruit based preserve
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.
It is in a challen in position because it is
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 ears.
 3. THE PRODUCT OR SERVICE
Description of the product or service with all
its features:
Physical (if it has)
Chemical characterization (if it has)
Packaging (if it has)
Benefits
Trajectory (how long was it released). potassium.
Legislation
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 of characterizing
fruit-based nectars of milky, passion
fruit and pineapple. The parameters
studied were: content of vitamin C,
reducing sugars, titratable acidity and
acceptability.
Carton box of 50 by 30 centimeters by
10 highs, 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,
riboflavin etc. Reduces the risk of
hypertension, pineapple is excellent for
this because one cup of pineapple
contains one milligram of sodium and
one hundred ninety-five milligrams of
Marmalade Tro immix has 4 ears in the
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
 Ifecycle 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 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: Subic acid 25mg / kg
weight, Benzoic acid 5mg / kg weight,
Ascorbic acid 15mg / kg weight, Pectin
10%. According to the NTC standard,
for jams.

6 months from the da of its re oration.

4. SWOT MATRIX (STRENGTHS, PRESENT TENSE
WEAKNESSES, OPPORTUNITIES
AND THREATS)

Weaknesses (they are internal to the

company) 1. Being a new company, its
participation in the market is low.
2. Low business ex erience within
the

Opportunities (they are external, what the sector.

sale opportunities are) 3. In sales, growth is very slow because
it is a new product in the market.

1. The growing demand for natural

Strengths (they are internal) 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.
Threats (they are external ) 3. The Topamax 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
roduction.
5. BUDGET PRESENT TENSE

It's the money assigned to the project. The money assigned to the project is $
280,000,000, own contributions and
bank financing.

6. CONSUMER/TARGET PRESENT TENSE

AUDIENCE
Describe the three types of consumers:

End consumer: The person who Person or organization that makes

consumes the product, but doesn't effective use of a certain product or
decide on the purchase. service and that entails the supply of a
good. These are the consumers
advertisers target in their mass media
advertising campaigns.
Real consumer or objective: The
person who makes the purchase The "REAL" client is the one for which
you have worked (he has not worked
decision.
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
product or who will be the consumer
in the future.
Describe the profiles
Demographic profile
Geographic profile
Psychographic profile
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
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
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. 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 Personali
 Consumer Lifes le Activities.
7. COMPETITION/POSITIONING PRESENT TENSE

Describe the type of competition your

product or service has:

-Direct The right competition of Marmalade

Tropimix; brands like La Constancia,
San Jorge etc.

Products such as milk, butter, cheese,

- Hint etc.
-Main Competition
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 Consolidate Mermeladas de Colombia

project. 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 A segmentation was performed as
of consumers and the target public? 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 Geo hical Se entation: Initiall

covering in the city of Villavicencio

(Meta), with a market size of 600,000
people, with a warm climate that does
not exceed 32 0. 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 their frequency
of daily use in breakfasts, ounces or food
, the most frequent places of purchase
are shops and small neighborhood
supermarkets and as a second option the
chain stores. Every day 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
roduct in the famil basket.
10. SCHEDULE PRESENT TENSE
Include the distribution channels for the
products of your project:

• Direct 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 rocesses.
For exam le

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 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
Indirect that exege this work of freight transport.