AP09-EV04- "SHORT FORMAT - ADVERTISING CAMPAIGN IN ENGLISH"

FANNY ALEXANDRA ASTUDILLO REYES

MARÍA JOSÉ QUINTANA VERGEL

LEIDY JHOANA CORAL BRAVO

MYTHICAL COFFEE

NATIONAL LEARNING SERVICE SENA

Apartadó / Colombia - June / 2021

COMPANY INFORMATION PRESENT TIME

• Name of the company • Company name and trade name:

CAFÉ MÍTICO

• Tradename

• Motto: ORIGIN OF FLAVOR

• Business activity

• Activity of the company: MARKETING

ROASTED AND GROUND COFFEE

COMPANY HISTORY PAST

In 2018, the commercialization of ground coffee began,

 Company history in detail when the transformation process was known, in 2019

Café Mítico was born with a concept of commercializing

• Has it been traditionally advertised? coffee with a social sense from farm to table, in April of

• What kind of advertising and what problems this year it was registered before chamber and commerce

Were they approached? as a natural person, during this year the brand positioning

began at the local level, at this moment there are 100

• What were the objectives of previous permanent clients in packaged coffee, occasional an

Bells? average of 80, in beverages there are an average of 60

clients permanent and 20 occasional, in 2018 sales were $

• What are the characteristics of your product 3,600,000, 2019 of $ 5,000,000 and 2020 $ 5,500,000

Or service? The acceptance and validation of our product is

complemented with the market study, where the sector,

• What is the current position of your product? the competition, the product profile, the Colombian

In the market? national market, consumer characteristics were analyzed

and the macro environment and micro environment were

studied as a factor for carry out an analysis of the results

covering the greatest possible aspects.

It has been determined that the common motivation of

customers to choose our products reflects their

appreciation of coffee from different angles: farmers,

roasters, baristas and especially consumers. In short, all

these methods are unified in this project, with the aim of

 providing an authentic and professional travel experience.

Café Mítico Móvil is a business with the potential to sell

coffee and products of the patoja gastronomy to

pedestrians, students, office workers, and also attend

social and corporate events. Above all, a 100% natural

coffee from the farm to the table

The target market is made up of many segments, which

lie from the casual and regular consumer-related

approaches. This includes, on the one hand, families, on

the other hand, it includes executives, students,

independent workers, among

THE PRODUCT OR SERVICE PRESENT TIME

Description of the product or service with all its

The CAFÉ MÍTICO process begins with the training of
features:
its suppliers to do good post-harvest and drying
• Physical (if you have it)
management, in order to produce coffee of excellent

quality, the suppliers are a vulnerable population. The

• Chemical characterization (if any)
women coffee growers (many of them landowners)
• Packaging (if you have it)
whom we are encouraging to empower themselves with
• Profits
their coffee lot, its production and commercialization of

the product and do not leave it in the hands of the men of

• Career (how long was he at liberty)
the family who until now have They are in charge of

selling the coffee and carrying out the economic

• Life cycle
 transaction. Knowing this culture has encouraged us to
• Legislation
buy coffee directly from them to make the economic

transaction, thus encouraging women to be economically

empowered. To the elderly, because they still work in

their coffee lot of an area between 0.25 and 0.5 hectares,

It is a coffee produced with fewer post-harvest processes,

for this reason in the trade they pay them at a lower price,

for this reason CAFÉ MÍTICO offers technical assistance

in the production process of a traditional coffee, the

coffee is paid at the price of the day and an over-price of

$ 3,000 to $ 4,000 is offered, depending on the quality of

the coffee. The transaction is carried out with him

directly or with a family member responsible for the

coffee grower.

The young coffee suppliers are those who are in the

school and coffee program of the Cauca Coffee Growers

Committee. Coffee is bought from them because with the

production they generate income for their livelihood in

school, technical or university study; As they are minors,

the transaction is carried out directly with their parents,

since they are the guardians and because both members

of the family carry out this post-harvest, drying process

and produce good quality coffee. With the purchase of

your Café Mítico product, you are helping these young

coffee growers continue with their professional studies

and achieve their goals.

CAFÉ MÍTICO also recognizes a price premium for

women and young coffee growers depending on the

quality and qualification in the cup, which ranges

between $ 5,000 and $ 10,000, because the fermentation

process is special and guarantees the quality of the

product.

After making this selection and training the coffee

suppliers, the threshing, roasting and grinding process is

carried out, for special coffee a four-pro black packaging

is used, with a valve that allows air circulation, with a

white peel stick, the which allows the packaging to be

resealed. Traditional coffee is packed in silver flow pack,

with valve and peel stick.

Every month there is new production from different

suppliers and areas, for this reason a campaign is carried

out to publicize the history of the coffee grower on social

networks and in the mobile cafeteria the story will be

located on a striking blackboard.

SWOT MATRIX (STRENGTHS, PRESENT TIME

WEAKNESSES, OPPORTUNITIES Weaknesses

AND THREATS) Because the production and marketing of coffee has a

high margin of competition, it has not yet been possible

• Weaknesses to introduce the brand in stores, supermarkets and chain

(they are internal to the company) stores.

STRENGTHS

• Opportunities Café Mítico is characterized by being a 100% natural

(they are external, what the sale coffee, it has an excellent flavor, its aroma is very

opportunities are) pleasant and it is evaluated by a taster to qualify its

• Strengths quality, thus guaranteeing an excellent product to the

(they are internal) consumer.

It is marketed online and home delivery is made.

• Threats It has two presentations of 250 gr. and 500 gr.

(they are external) The raw material is purchased directly from certified
 farms, which reduces the intervention of intermediaries.

OPPORTUNITIES

The opportunity to launch a new 125gr presentation is

presented. Thus achieving the reach of a greater number

of clients.

By standardizing presentations and prices, the product

can be introduced in stores and supermarkets.

THREATS

The biggest threat that Café Mítico presents is the large

number of competition, the direct traders from the

farms, the companies that distribute in high volumes

and the prices with which they compete.

BUDGET

It is the money assigned to the project. Professional services: $ 3,000,000

Computer equipment: $ 1,700,000

Personnel expenses: $ 10,000,000

Promotion and advertising: $ 1,800,000

Total: $ 16,500,000

CONSUMER / TARGET PUBLIC Segmentation Criteria Central area, city of Popayán

 Demographic: Gender Female - Male Age 18-60

Describe the three types of consumers: years Economically active income Middle social

• Final consumer: class- High economic stratum 3-4 -5

The person who consumes the product, but According to a survey carried out, our main

does not decide on the purchase. consumer will be office workers and university

students. A large part of office workers are

• Consumer or real target: accustomed to consuming coffee, many of them

The person who makes the purchase think that the price of $ 1,000 to $ 3,000 is an

decision. indicated price, which is why they are part of our

main consumers. Although the income of many

• Potential consumer: university students is not enough to face many

The person who has a provisional contact things, especially the taste they may have when

with the product or who will be the shopping on the street, whether it be clothes or food,

consumer in the future. they said they are willing to pay a good price for a

quality coffee.

COMPETITION / POSITIONING Cosurca coffee location Timbío, Cauca

Describe the type of competition for your Special coffee Presentation in pound and half

product ground Flavor; chocolate, fruits, citrus Smell:

or service has: flowers andaromatic South Cauca origin Pound:

9,500 Average: 5,500 Direct to consumer

• Direct Hypermarkets, supermarkets, store.

• Hint

• Main competence Café La Palma location Variant, Popayán,

Cauca Coffee in quarter, half, pound presentations.

ground Flavor: estinger Odor: cereals Traditional and

gourmet coffee Cauca origin Libra: $ 8500 Average:

$ 4.900 Room $ 2500 Gourmet: pound $ 12000

Direct to consumer Hypermarkets,

supermarkets, store Positioning in the market

Variety of presentations Coffee for stratum 2 and 3

Commercial strategy: handles promotions of coffee

plus half or quarter pound.

Juan Valdez Cra. 7 # 4 - 36 center Special coffee

Presentation in ground and roasted pound Flavor:

notes of red fruits, chocolate, citrus, fruity Odor.

Floral, aromatic, caramel Origin of different coffee

departments Cappuccinos, espressos, slushies,

mocca, filtered, lattes, snow-capped, bottled juice

drinks, frappes accompany cakes, cookies, brownies,

muffins, tarts, almojábanas, croissants Roasted

Pound: $ 25,900 Ground Pound: $ 25,000 Direct to

the consumer Hypermarkets, supermarkets, stores

Direct to the consumer or home delivery

positioning in the market Variety of

 presentations, tell the story on the municipality's

packaging, if it is from an indigenous zone. Peasant

or Afro, if cultivated bywomen or youth. strategy

encourages the consumption of Colombian origin

coffee They are located in the center of the city, they

offer coffee from different coffee-growing

departments of Colombia, opening hours from 9 am

to 7 pm their consumers from 15 years of age

PROJECT OBJECTIVES PRESENT TIME

Describe the goal to be achieved in your  Carry out market research to position the

draft. "mythical coffee" brand in the Colombian

market.

 Be a brand recognized locally and nationally

 Market acceptance of specialty coffee

 Investigate the customer how he wants to

know the product.

Carry out advertising campaigns with the suppliers

of the product
MARKET RESEARCH Present time

Explain the market research you have done The study on the consumption of coffee carried out

on your project: by Colombians, allows us to contemplate their

What are the latest consumer and target consumption habits; how much coffee they drink,

audience changes? how often they drink coffee, what motivates them to

drink coffee and what is their preferred brand.

Showing the trend of the Colombian market in terms

of its preferences for coffee and the possibilities of

penetrating this segment with the Café Mítico brand

offering its products, expanding the variety of the

current offer.

CALENDAR PRESENT TIME

Starting date until deadline. WEEK 1 Approach of the idea.

The most critical date must be agreed WEEK 2 Investigation of the problem

and written here. WEEK 3 Conceptual development

framework.

WEEK 4 Formulation of the general 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.

Link to advertising video:

https://youtu.be/X6biSAuE80M