Evidence

Brief format – advertising campaign in English

Maria Lucia Villero Mestra

File:2348319

National Apprenticeship Service (SENA)

Valle Regional

Service Technology Management Center, CGTS

Market Management Technology

Instructor

Jhon Jairo Castro Conrado

August 03, 2022

 ACTIVITY 1

 Listen to the radio advertisement in the “Let´s listen´ section. After listening

to it, answer comprehension questions. Paste a screenshot in each answer

correct in the document.

 ACTIVITY 2

 Download the material “Guidelines for creating an advertising campaign” located in the

“Let´s talk” section. Write a radio advertisement for company X and present it in the orally

in the online session “Creative Brief”, enabled and scheduled by the instructor. The

advertisement must last two minutes at the most.

We made a television advertisement in a creative way and using technological tools to our
advantage.

In the commercial we expose a product of our brand which is the coconut milk shampoo, the
commercial is supported by text thinking about deaf people.

The dialogue of the commercial is:

Strong hair, shiny hair, bye-bye dryness, bye-frizz.

Coconut milk shampoo here for you.

Wash your hair every day.

One hundred percent natural.

Cruelty free.

Your hair, your choice.

 ACTIVITY 3

 In the “Let´s write” section, download the instruction to create a campaign advertising

(radio, television or promotional) and the completion of a brief. Add the brief completed

in this document and send the publicity in the format of your preference to the instructor.

COMPANY INFORMATION
Franquicias Distribelleza
Name of the company:
Franquicias Distribelleza
Trade´s name:
Marketer and manufacturer of beauty products.

Company´s activity:

COMPANY HISTORY Franquicias Distribelleza is a company whose

THE PRODUCT OR SERVICE
SWOT MATRIX (STRENGTHS,
idea was born in 2021 and plans to enter the
national market in 2023. The focus of this
franchise is to always maintain offering high-
quality products at the best possible price and
provide personalized service. Before opening our
company, a strategic market segmentation study
was carried out, then our opening was
announced through radio and television
commercials, flyers, promotions to build
customer loyalty. We hope to grow rapidly in the
beauty industry and fulfill our greatest goal,
which is to reach all of Colombia.
Franquicias Distribelleza handles products from
different beauty lines, we have a variety of
products from other leading brands in the
Colombian market and we have our own brand.
There are 3 products that are manufactured by
us based on natural ingredients, they are called
Coconut Milk Shampoo, Lip Balm and
Moisturizing Body Milk which fulfill specific
functions that help improve the quality of life of
people in terms of aesthetics.
Strengths:
WEAKNESSES.OPPOTUNITIES AND
THREATS)
BUDGET
CONSUMER/TARGET AUDIENCE
COMPETITION/POSITIONING
PROJECT OBJECTIVES
 Products for all needs.
 Prices are competitive.
 Promotions and discounts.
 We have innovation and creativity.
Weaknesses:
 It is a recent franchise in the market.
 The competition is advanced.
 The structure is not wide.
Opportunities:
 Possibility of improving product costs.
 The market will grow and this will help
reactivate the economy.
 Introduce our project to clients.
 Reduce unemployment in the city.
 Help self-care.
Threats:
 Prices may vary from time to time.
 The market may be saturated.
 Failure to achieve the goal of customer
satisfaction.
The initial investment to be made to the
company is approximately thirty million five
hundred thousand pesos.
The products are aimed at final unisex
consumers between the ages of fifteen and fifty,
at strata from one to six. And they are also
aimed at the franchisees who will distribute our
brand, they will be people of legal age, from all
strata, a special link is made to mothers who are
heads of families, young people, victims of
violence and people who live far from the urban
area.
Our offer will be fully identified by DIRECT
COMPETITION due to the fact that there are a
large number of companies, franchises and
ventures in the market, placing the market in a
situation of constant competition. We have to
see that this sector of beauty products is
determined by quality, price and having good
customer service in addition to having innovative
products that meet the needs of each client.
General objective: establish a marketing plan
that allows Franquicias Distribelleza to grow as a
company and attract more clients, have total
coverage of the city and in the long term bring
sales points to 5 main cities in Colombia that are
Bogotá, Barranquilla, Cartagena, Bucaramanga
 and Medellin.
Specific objectives:
 For the year 2023, in the second quarter,
start the commercial activity of the
company Franquicias Distribelleza,
carrying out the constitution before the
chamber of commerce, so that it is
legally constituted, and launching the
first line of products manufactured by
us.
 Generate sales strategies so that the
product is known in future places of sale.
 Define management indicators for
product, price, distribution and
advertising.
 Promote entrepreneurship in women
heads of households, victims of violence,
who reside in remote areas of the urban
are or young people between 16 and 23
years old.
MARKET RESEARCH A field investigation was carried out in which
quantitative data were used, the research
approach is correlational and explanatory since
correlational research because it offers
predictions, explains the relationship between
the variables that directly influence the
application of merchandising and quantify
relationships between the same variables. In
addition, the explanatory determines the causes
of the phenomena, that is the perspective of the
clients towards the image of Franquicias
Distribelleza, generates a sense of understanding
and are highly structure. This allows to
determine if the implementation of
merchandising generates more attention of the
people in the image and service of the company,
sampling techniques and the questionnaire were
used to determine if the implementation of
these is favorable or not and what are the
factors that intervene to not entirely favorable.
SHEDULE DATE TASK DURATION

16/01/2023 Conception Two months

and start of
the project
21/03/2023 Definition Two months
and planning
 of the project
25/04/2023 Launch and Two months
execution of
the project
23/05/2023 Project One month
performance
and control
8/08/2023 Closure of One month
the first
project

ACTIVITY 4

 In the “Vocabulary” section, the English word with the correct concept appears. Me

screenshots of each group of words correctly located and added to the document.