FORMATO BRIEF - CAMPAÑA PUBLICITARIA EN INGLÉS

Presentado por:

DEILIS NORELLY CAICEDO VARGAS

SENA - Complejo Tecnológico, Agroindustrial, Pecuario y Turístico

Tecnología en gestión de mercados

2021

FORMATO BRIEF - CAMPAÑA PUBLICITARIA EN INGLÉS

EVIDENCE LES’T LISTEN, LES’T WRITE, VOCABULARY
 EVIDENCE CREATIVE BRIEF

1. Company information

Name: Luan Estampados, comercial society.

Tradename: Luan

Business activity:

 1810 Fabricación de prendas de vestir, excepto prendas: pequeños talleres de

modas, sastrerías, sombreros, confecciones de ropa.

 1810 Manufacture of clothing, except garments: small fashion workshops,
tailoring, hats, clothing.

2. Company history
The origin of the name with which the company was registered has its foundations in the
combination of Luisa and Antonella, as a tribute to the daughters of Mrs. Deilis Caicedo,
founder of the company.
The name is short, although it is not easy to remember, we try to make more sense through
the logo design.
We know that it is a different name and that like other names in the market it is not directly
related to clothing.
Simplicity and remembrance are promoted with a short name, with a mixed brand that
combines the nominative and the figurative.

 Has the company traditionally been advertised? What publicity?

I try to advertise through the social page on Facebook, sales are made by Messenger chat
and orders by calls to the landline and mobile.

 What type of advertising and what problems did they show?

The advertising carried out on Facebook was a digital flyer on t-shirt models made by the

company, there was no appropriate digital language or brand consolidation, on corporate

values and strategic platform.

Additionally, the main problem was the non-monetization of this page, the lack of a support

web page, and that there was no set of professionals to make the pieces.

What were the previous objectives of the campaign?

A previous objetive doesnt exist, imitate the rivals and to sell more.

What are the characteristics of the product?

The product has the best raw materials, and when it comes to sewing of the best quality.
The main packaging is eco-friendly as it is made from recycled fibers and can be easily
broken down or reused again.

What is the current position of your product in the market?

The place of the company with its product is that of a follower, since as a brand and with its
products it does not occupy an important position in the market, nor is it part of the
challengers or leaders of the textile sector.
Product

Product description

For fashion lovers come the best t-shirts on the market, different textures and of
course 100% quality certified materials.

-Small chambrel bag for each shirt.

1. Matriz Foda

Matriz FODA
FORTALEZAS DEBILIDADES OPORTUNIDAD AMENAZAS
ES

 With our  There are not  Credits  Positional

current staff we enough support and competency.
are achieving proffessional capacitations
to respond s for the for
the areas. microentrepe
distribution for neur.
ecommerce
platforms.
 E-commerce  La Paz
grow economical
 Potential  There are no crisis.
market its plans for
considerably strategic distribution
high on main detailed and
cities and established
medium.
 Good  Economy
 Need to attention and slowdown
 Team work and renew service
good politicals technology
on sales
 2. Brudget

For the. Advertising campaing, the resources are 6 millions pesos because we are
perfoming radio campaign, paid announces on social media and press.

3. Consumer

Potential: People of all social classes, who work indifferent establishments.

Goal: The potential market is all women from various sectors with upper-middle income.

Real: Currently the market that has been captured, middle-income women who are
constantly looking for promotions.

Sex: female - male

Ages: 17-60 years.

Occupation: Workers, dynamic sectors of the economy.

Educational level: Technician, technologist and professional.

Environment: neighborhoods with easy access, all services.

Psychographic Profile:

T-shirts are a garment, which has become a very important aspect of personal presentation
for men and women, they must show their femininity, also frame the values of each person,
in addition to their style. The labor-active people, who carry out business activities who buy
the articles with the intention of an end use, that is, they are end users.

Competition
Direct competition: Local companies of the municipality that produce the same lines and are
followers in the market.
Indirect: Local, national and foreign companies that produce other lines that can substitute
the product.
Main: Large multinational textile producers, national brands with tradition and a high degree
of positioning that are leaders in the market.
Objectives

Establish new relationships with customers: through the collection of relevant information
and carry out its processing beyond the databases, in order to know it, probe the level of
satisfaction with the products or services, with which The value of the products or
services offered will increase.

Position the brand: Implementation of a web page, depending on the product or service,
add a shopping cart and payment gateways, with space for data collection forms and
customer service; Social media account creation, pay and apply can also be
implemented.

Brand positioning: Implementation of a web page, depending on the product or service to

be added, shopping cart and payment gateways, with spaces in forms for data collection
and customer service support; You can also implement the creation of accounts in social
networks, pay and apply omnichannel strategies, and additional to link webs with your
page to improve the search in google adwords.

Consolidation of the brand: Maintain the interest of customers, while maintaining their
loyalty through the strengthening of the mission (essence) of the brand, the differentiation
and standardization of processes. It is important to plan, design, and execute marketing
strategies that help maintain a good image in front of customers and competition.

Market search: A well inform customer, comparing prices which its taking 2 roles, the
buyer that it’s an influencer to other customers, and buyers that are contributing with
ecology.

4. Distribution and channels:

It opts for a selective distribution system with a short indirect channel, to avoid a high
number of intermediaries, it also seeks to reduce costs in distribution and ease in
handling the merchandise, allowing the products to be at certain points of sale. sale. It
benefits the brand by creating a higher quality product perspective in the eyes of
customers.
To choose a system distribution selective with an indirect short channel, to avoid a high
number with a lot of middlemans, also to research the reductions of cost on the
distribution and easiness on the handling of merchandise, allowing that the products are
on many sales locations, it benefits the brand with the creation of a perspective with a
higher quality on the product through the customers eyes.
 2. CREATIVE BREAF

ANUNCIO RADIAL (RADIAL AD)

Today we deliver the best t-shirts, Luan Estampados always with you !. So you can

enjoy the best discounts, up to 50%, paying in cash. We take all payment methods.

Make your orders in "Luan Estampados" on Facebook or on Instagram at

@LuanEstampados and participate in the raffle for a spectacular combo (shirt and

jena) or in our store Cra 4 # 3 - 17, central neighborhood. Our motivation is to see

you come out brand new and happy.

Yes sir, is to see you with a smile from ear to ear, after making your purchase. We

accompany your moments in every step you take. Variety in designs, tones and

styles, do not worry about the size because we have them all to make you feel

comfortable. We pamper your silhouette with comfortable and elegant footwear,

incidentally we pamper your pocket with our spectacular discounts.

Launch of a new collection, enjoy it and let yourself be guided by our advisors.

If you still do not know us, come, we are waiting for you.

Make yourself at home!

Song: ZHU - In the Morning.

 5. Brudget

For the. Advertising campaing, the resources are 6 millions pesos because we are
perfoming radio campaign, paid announces on social media and press.

6. Consumer

Potential: People of all social classes, who work indifferent establishments.

Goal: The potential market is all women from various sectors with upper-middle income.

Real: Currently the market that has been captured, middle-income women who are
constantly looking for promotions.

Sex: female - male

Ages: 17-60 years.

Occupation: Workers, dynamic sectors of the economy.

Educational level: Technician, technologist and professional.

Environment: neighborhoods with easy access, all services.

Psychographic Profile:

T-shirts are a garment, which has become a very important aspect of personal presentation
for men and women, they must show their femininity, also frame the values of each person,
in addition to their style. The labor-active people, who carry out business activities who buy
the articles with the intention of an end use, that is, they are end users.

Competition
Direct competition: Local companies of the municipality that produce the same lines and are
followers in the market.
Indirect: Local, national and foreign companies that produce other lines that can substitute
the product.
Main: Large multinational textile producers, national brands with tradition and a high degree
of positioning that are leaders in the market.
Objectives

Establish new relationships with customers: through the collection of relevant information
and carry out its processing beyond the databases, in order to know it, probe the level of
satisfaction with the products or services, with which The value of the products or
services offered will increase.

Position the brand: Implementation of a web page, depending on the product or service,
add a shopping cart and payment gateways, with space for data collection forms and
customer service; Social media account creation, pay and apply can also be
implemented.

Brand positioning: Implementation of a web page, depending on the product or service to

be added, shopping cart and payment gateways, with spaces in forms for data collection
and customer service support; You can also implement the creation of accounts in social
networks, pay and apply omnichannel strategies, and additional to link webs with your
page to improve the search in google adwords.

Consolidation of the brand: Maintain the interest of customers, while maintaining their
loyalty through the strengthening of the mission (essence) of the brand, the differentiation
and standardization of processes. It is important to plan, design, and execute marketing
strategies that help maintain a good image in front of customers and competition.

Market search: A well inform customer, comparing prices which its taking 2 roles, the
buyer that it’s an influencer to other customers, and buyers that are contributing with
ecology.

7. Distribution and channels:

It opts for a selective distribution system with a short indirect channel, to avoid a high
number of intermediaries, it also seeks to reduce costs in distribution and ease in
handling the merchandise, allowing the products to be at certain points of sale. sale. It
benefits the brand by creating a higher quality product perspective in the eyes of
customers.
To choose a system distribution selective with an indirect short channel, to avoid a high
number with a lot of middlemans, also to research the reductions of cost on the
distribution and easiness on the handling of merchandise, allowing that the products are
on many sales locations, it benefits the brand with the creation of a perspective with a
higher quality on the product through the customers eyes.
 2. CREATIVE BREAF

ANUNCIO RADIAL (RADIAL AD)

Today we deliver the best t-shirts, Luan Estampados always with you !. So you can

enjoy the best discounts, up to 50%, paying in cash. We take all payment methods.

Make your orders in "Luan Estampados" on Facebook or on Instagram at

@LuanEstampados and participate in the raffle for a spectacular combo (shirt and

jena) or in our store Cra 4 # 3 - 17, central neighborhood. Our motivation is to see

you come out brand new and happy.

Yes sir, is to see you with a smile from ear to ear, after making your purchase. We

accompany your moments in every step you take. Variety in designs, tones and

styles, do not worry about the size because we have them all to make you feel

comfortable. We pamper your silhouette with comfortable and elegant footwear,

incidentally we pamper your pocket with our spectacular discounts.

Launch of a new collection, enjoy it and let yourself be guided by our advisors.

If you still do not know us, come, we are waiting for you.

Make yourself at home!

Song: ZHU - In the Morning.