MARKET RESEARCH PROJECT

Apprentice

KAREN AGUDELO AGUDELO

*MARTHA LILIANA MUÑOZ

CENTER OF INDUSTRY THE COMPANY AND SERVICES

MARKET MANAGEMENT
Zaragoza - Antioquia
2021

+
Tutor
 SHORT FORMAT - PUBLICITARY CAMPAIGN IN ENGLISH

DESCRIPTION OF THE REQUESTED EVIDENCE

The apprentice must generate an advertising campaign for a product or service
presented by means of a brief completed in English.
ORIENTACIÓN
Carrying out a Brief allows the work team to visualize the responsibilities of each
one of them, evaluating their performance in the management of an adequate
budget; contains important information about the objectives delineated and
identifies customer needs that need to be met. Briefly a campaign in English allows
the image of the company to be interesting for potential customers. Therefore, one
must have knowledge of the tools linguistics to elaborate them.
To reinforce the above, you must do the following: Enter the learning object: The
Market Thing: “Creative Brief”. Read carefully the content of the “Let's read”
section.
Then do the following activities:
1. Listen to the radio advertising in the "Let's Listen" section. After listening to it
answer the comprehension questions. Paste a screenshot in each correct
answer in the document.
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2. Download the material "Guidelines for the creation of an advertising
campaign", located in the "Let's Listen" section. Write a radio advertisement
for a Company X and present it orally in the virtual session (meeting
synchronous) “Creative Brief”, enabled and programmed by the instructor.
The Advertising should last a maximum of two minutes.
 R/. We are number one in taste and quality, we are PiñaPles "El Mundo de la
Piña". we offer you a wide variety of pineapple derivatives, which better in
natural products, without chemical elements; We are your company with great
experiences in the sector, find us at Cra. 34a # 32-17 Zaragoza Antioquia.

PiÑaPles "El Mundo de la Piña" the best in products derived from pineapple and in
quality.
3. In the "Let's write" section, download the instructions to create an advertising
campaign (radio, television or promotional) and the completion of a brief. Add the
brief completed in this document and send the advertising in the format of your
preference to the instructor.

R/.

FORMAT SUMMARY

1.COMPANY INFORMATION PRESENT TENSE

Name of the company: PiÑaPles “El Mundo de la Piña”

Trade’s name: Production and Marketing Direct sale
Company’s activity: of products derived from pineapple Oro
honey and sales to regular customers
and the general public

2.COMPANY HISTORY PRESENT TENSE

History of the company in detail PiÑaPles “El Mundo de la Piña”

Advertising
has been traditionally done?
has been traditionally do
founded 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 markets, shopping centers
through tastings and product exhibition
in stand of markets which have great
affluence of people.

What kind of advertising and what Exhibitions in market chains, spoken

issues were addressed? and written POP advertising. There

What were the objectives of previous
campaigns?
What are the characteristics of your jams.
product or service?
What is the current position of your guaranteed. That is why it is said to be
product in the market?
3. THE PRODUCT OR SERVICE
Description of the product or service PiÑaPles El Mundo de la Piña, is a
with all its features:
 Physical (if it has)
were economic problems, due to the
cost of radio and press guidelines, the
competition has television advertising
from Colombia SAS, because they do
not have enough resources to get to
program on the large television
networks, which makes it a problem for
the business.
The objectives were; make the product
known to people and places that had
no impact on the product launch, plant
the product, seek acceptance among
people who have not been able to
offset the sales of our pineapple
derivatives: pulp, juices, squares and
PiÑaPles El Mundo de la Piña, they
are natural products derived from the
pineapple Oro honey, without artificial
preservatives, yellow in color, rich in
water and sugars derived from the
same fruit, rich in vitamin E,
100% natural.
It is in a challenging 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 years.
PRESENT TENSE
product in glass containers for jam and
juices and, for pulp (squares and
slices) in plastic containers that comply
with the canons of respect for the
environment, its yellow color comes
from the naturalness of pineapple, its
flavor is pleasant because it is only
endowed with the sugar of the fruit.
Nectar is a product composed of juices
 and fruit pulp, these must be free of
 Chemical characterization (if it foreign matter and bad flavors,
has) They have a uniform color and a smell
similar to that of the respective fruit.
likewise the pulp, the objective is to
characterize a product whose base is
its natural fruity aroma and flavor. The
parameters studied were: vitamin C
content, flavors and acceptability.

Cardboard box measuring 50 by 30

centimeters by 10 high, contains 24
jars of Tropimix jam of 250 grams.
 Packaging (if it has)
Cardboard box measuring 50 by 30
centimeters by 10 high, contains 24
bottles of juices.

 Benefits Cardboard box measuring 50 by 30

centimeters by 10 high, contains 50
envelopes with pineapple squares.

Cardboard box measuring 50 by 30

centimeters by 10 high, contains 20
cans of pineapple slices.

Pineapple is great to fill you with

energy when you start the day, thanks
to its minerals in conjunction with its
vitamins, it serves as a laxative, it
keeps you young, it helps you maintain
 Trajectory (how was it released). a good weight, it helps you absorb
nutrients better. Furthermore,
pineapple is a fruit rich in vitamins (C,
B1, B6) and minerals (magnesium,
carbohydrates, manganese,
phosphorus, iodine, calcium and zinc)
and is delicious, it is reputed to help
the intestine to free intestinal transit,
thanks to its fiber; it is also known as a
natural detoxifier.

Reduces the risk of hypertension,

pineapple is excellent for this because
a cup of pineapple contains one
milligram of sodium and one hundred
ninety-five milligrams of potassium.
Legislation That article 126 of Decree-Law 019 of
2012, establishes that the food that are
manufactured, packaged or imported
for marketing in the national territory,
will require health notification, health
permit or health registration, according
to the risk of these products in public
health, in accordance with the
regulations issued by the Ministry of
Health and Social Protection.

That in accordance with the foregoing,

it is necessary to establish the
requirements and conditions under
which the National Institute for the
Surveillance of Medicines and Food
(Invima), as a national health authority,
must issue health records, permits or
notifications.

Likewise, for the export issue, in the

extensive existing regulations for the
export of products derived from
pineapple, among which are the
processing of Customs export, which
consists of filling out the Shipping
Authorization Request (SAE) before
the DIAN through electronic computer
services – MUISCA - that the entity has
arranged for this purpose. For this, the
declarant is obliged to present
supporting documents What:

- Document that certifies the operation

that led to the export: commercial
invoice, proforma invoice, sales
contract, supply contract.

- Mandate (when applicable): letter

written by the exporter or importer, in
which authorizes the Customs Agency
to proceed with the customs procedure
and the shipment of
the merchandise.
 - Approved approvals or authorizations
(when applicable).

- Packing List (if required).

In addition to the customs procedure,

the merchandise is subjected to an
inspection procedure which includes
the verification of the nature,
description, condition, quantity, quality,
weight and
measure; as well as price, tariff
classification, compliance with
legislation customs and other
provisions on foreign trade. This
procedure must be carried out
continuously and be concluded no later
than the next business day on which
the gauge is commissioned through
electronic computer services, for this,
the gauge must access the support
documents directly through the
computer systems provided for this
purpose.

For this, the Colombian Customs

Statute has stipulated that when the
goods subject to inspection should be
subjected by other competent
authorities to a control that includes the
inspection of the same, the customs
authority must guarantee that the
diligence is carried out in
joint and coordinated way.

The theory of the Product Life Cycle

(CVP), proposes that the market
dynamics of a product is variable and
goes through
four predominant stages which are
Introduction, Growth, Maturity and
 Ifecycle Decline of the product.
Below is a graph that represents the
cyclical sense of the 4 stages
contemplated in the CVP theory and
some key elements that lead to the
 definition of each
one of them.

Graph 1: stages of the Product Life Cycle Theory.

Own elaboration with
based on Raymond Vernon's Theory (1966).

4. SWOT MATRIX (STRENGTHS, PRESENT TENSE

WEAKNESSES, OPPORTUNITIES
AND THREATS)

Weaknesses (they are internal to the

company)

Opportunities (they are external, what

the sale opportunities are)

Strengths (they are internal)

Table 2. SWOT. PUBLISHING STRATEGY

Threats (they are extremal)

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:
Person or organization that makes
effective use of a certain product or
service and that entails the supply of a
 End consumer: The person who good. These are the consumers
consumes the product, but advertisers target in their mass media
doesn’t decide the purchase. advertising campaigns.
 The “REAL” Client is the one for which
you have worked (he not worked with
 Real consumer or objective: The you), for many years.
person who makes the purchase That is the loyal customer, he makes
decision. the orders to you, there is confidence
he does not look for another supplier
but you.

The potential client is one of the

fundamental aspects that is always
 Potential consumer: The person taken into account in any economic
who has a provisional contact entity, because in them lies the
with the product or who will be opportunity for growth and
the consumer in the future. development.
The potential client is any person who
Describe the profile 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.

 Demographic profile Result of image so that it is a profile

demograficowww.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.

 Geographic profile Geographical segmentation refers to

the division of the market takint 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

psicograficoes.slideshare.net
Transcript of consumer’s
psychographic profile. It is an attribute
which serves to segment the market a
divide the buyers into different groups
based on their social class, lifestyle or
personaliy characteristics. Values
personality.

Consumer Lifestyle Activities

7. COMPETITION POSITIONING PRESENT TENSE

Describe the type of competition your

product or service has: The PiÑaPles Company “El Mundo de
la Piña”, will have to compete from the
beginning against businesses already
established and known in the market,
 Direct as is our most direct competition, the
Pineapple and Frutas de la Abuela.

 Hint In this way, the company PiÑaPles "El

Mundo de la Piña" will try to compete in
a differential strategy from the point of
 Main competition view of product, quality and innovation.
etc.

8. PROJECT OBJECTIVES PRESENT TENSE

Describe the goal to be achieved in Consolidate PiÑaPles El Mundo de la

your project. Piña products, as the number one at
the regional and national level, to
provide employment and development
to communities, with the purchase of
raw materials and job creation. Locate
the company as one of the 5 large-
scale producers in the country 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?
10. SCHEDULE
Include the distribution channels for the
products of your project
 Direct
A segmentation was performed as
follows; Demographic segmentation
Men and women buyers between 5
years and older. Consumer’s men and
women of all ages of strata 1, 2, 3, 4, 5
and 6 Geographical segmentation:
Initially convering in the city of
Villavicencio (Meta), with a market size
of 35,000 people, with a warn 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;
Generally, in Colombian homes they
buy products derived from pineapple,
once a month, but in Zaragoza they
usually buy weekly, however they can
buy additional, but of different flavors,
being their frequency of daily use in
breakfasts and lunches, the places of
purchase more frequent are the stores.
and small neighborhood supermarkets
and as a second option the chain of
stores, every day the markets change,
they have new tastes, new diseases
arise that make canned food prohibited
by doctors.
PRESENT TENSE
With the popularization of the Internet
and the establishment of electronic
commerce, distribution channels have
undergone logical changes for the
adaptation of new technologies and
digitization, this has caused the
rapprochement between manufacturers
and consumers to determine the
participation of different agents.
distributors, but traditional channels
continue to exist and work.
 Own or direct channel: The PiÑaPles
El Mundo de la Piña manufacturing
company is in charge of delivering its
product to the end 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 transport companies in many

cases are not prepared if not to
transport and deliver but when it comes
to raising the good name of those who
are transporting, they do not know
what it is, in other situations they
deliver the product in poor condition or
in the time that is not causing
inconvenience to customers, leaving
the good name of the company badly.

Indirect channel A distribution channel

 Indirect is usually indirect, because there are
intermediaries between the supplier
and the user of 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.

4. In the “Vocabulary” section, match the English word with the correct concept.
Take screenshots of each correctly placed word group and add them to the
document. 6. Save the file and send the document to the instructor.
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