AP09-EV04- “Formato brief - Campaña publicitaria en inglés”.

WILMAR VALLEJO MARROQUÍN

Aprendiz

RENE AUGUSTO CASTAÑO VIDAL

Instructor

TECNÓLOGO EN GESTIÓN DE MERCADOS

FORMACIÓN TITULADA
FICHA # 1565105
SENA 2018
1. Company information. Present tense
Miss shoes SAS
Name of the company Miss shoes SAS
Trade’s name Manufacture and
Company’s activity marketing of women's
footwear
2. Company
history Past tense
Miss shoes sas was
created by the need
detected in the market, to
create feminine footwear
with added value to the
client.

Mission
Meet the needs and
expectations to build a
relationship of trust with
customers who require
elegance and variety in
formal and informal
History of the company in detail footwear leather clothing
Advertising has been traditionally done? and accessories for women
What kind of advertising and what issues were addressed? of all ages offering quality
What were the objectives of previous campaigns? products.
What are the characteristics of your product or service?
What is the current position of your product in the market? View
Become the shoe
organization to 2023 with
professional staff, with an
organizational process
strengthened and
strengthened to all areas
conquering new markets
internationally and
internationally, fulfilling
the full satisfaction of the
client and a policy of
responsibility, respect and
compliance towards
suppliers and employees.
3. The product or service Present tense
Description of the product or service with all its features: MISS SHOES is a company
· Physical (if it has) dedicated to the design,
· Chemical characterization (if it has) production and sale of
· Packaging (if it has) women's footwear;
· Benefits prioritizing the use of 100%
· Trajectory (how long was it released) Colombian raw material in
· Lifecycle order to protect the
· Legislation domestic market. Our
company offers customers
a wide range of products,
thinking of satisfying all
comfort and quality needs,
with excellent designs and
affordable prices.
The protection of the
environment is also a
fundamental part of the
policy of our company, for
this reason; at all times we
seek methods of work that
generate the least possible
environmental impact, the
proper use of our waste
and the use of recyclable
and reusable materials
1. 100% Colombian: our
product is manufactured
with Colombian raw
material in order to protect
the domestic market
2. Ergonomic: we strive to
make each of our designs
 as comfortable as possible
3. Resistant to wear: our
premium raw materials and
excellent production
methods guarantee the
durability of the product
4. Lightweight: we know
that the pace of life is
currently quite busy, that is
why we make the lightest
possible designs
5. Grip: we guarantee that
our customers feel totally
calm when walking with
our designs.

Packing

* Primary packaging: The

footwear will be wrapped
in a thin recycled paper.
* Secondary packaging:
Each pair of shoes will go in
a recycled cardboard box.
* Tertiary packaging and
packaging: Wooden boxes
with compartments to
divide each cardboard box.

4. SWOT matrix (Strengths, Weaknesses, Opportunities and Threats) Present tense

· Weaknesses (they are internal to the company)

· Opportunities (they are external, what the sale opportunities are)
· Strengths (they are internal)
· Threats (they are external )

5. Budget Present tense

To ensure the
sustainability of our
company and develop our
It’s the money assigned to the project.
strategic plan fully, it is
essential to have and
manage with excellence
 and accuracy the economic
resources that are
available. The objective is
to generate the lowest
possible cost to the
company, thus allowing;
save resources to have
greater business
investment. We have a
basic budget for each area.
In the production area, we
will subdivide according to
the market segmentation
so; to do more precisely
the allocation of resources.

We will have a budget for

the implementation of the
research area and new
ideas for improvement.
The budget and economic
resources for the hiring of
personnel, payments and
services for the optimal
development of our
company is paramount.
6. Consumer/Target Audience Present tense
Describe the three types of consumers: Geographical
· End consumer: The person who consumes the product, but doesn’t
decide on the purchase. The geographical segment
· Real consumer or objective: The person who makes the purchase of the market we will work
decision. on is the city of Bogotá, the
· Potential Consumer: The person who has a provisional contact with factory will be located in
the product or who will be the consumer in the future. the town of Restrepo.
Describe the profiles
· Demographic profile Demographic
· Geographic profile
· Psychographic profile The variable that we will
take into account is sex
because our product
(women's shoes) is focused
only on women which
would be around 53% of
the population of Bogotá
over 12 years.

Socioeconomic

The product will be aimed

at women of low and
middle stratum.

7. Competition/Positioning Present tense

Describe the type of competition your product or service has: Direct competition with
· Direct footwear manufacturers in
· Hint Bogota and the national
· Main Competition territory

8. Project objectives Present tense

GENERAL OBJECTIVE
Describe the goal to be achieved in your project.
To end the consumer's
concerns between quality
 and price, tastes, needs,
among others for that;
establish the profile and
behavior, in order to
develop new proposals as
advertising that attract that
consumer.
9. Market research Present tense
During the last months we
have been able to notice
the low sales level of our
products, this has become
our main problem in our
company since we have
had less income and
Explain the market research you have made in your project: which are profits. Possible causes
the latest changes of consumers and the target public? may be the low acceptance
of our product in the
market or the low interest
of our customers. For this
reason, a market research
was conducted through; of
surveys that filled potential
prospects.
10. Schedule Present tense
DIRECT CHANNEL
Our direct sales channel
will be made through three
points of sale. One in the
place where the factory is
located and two more
points in strategic points
located in commercial
areas of Bogotá.

INDIRECT CHANNEL
Our indirect distribution
Include the distribution channels for the products of your project:
channels would be basically
· Direct
two retailers and
· Indirect
wholesalers that combined
to have a labor and
financial solids within our
company because based on
our experience are
channels that keep
production active by
placing orders constantly
with this guarantee not
only depend on the proper
functioning of our points of
sale that like any activity
related to trade is usually
unstable.