EVIDENCE

ADVERTISING CAMPAIGN IN ENGLISH

AP09_EV04

BRIEF FORMAT _ ADVERTISING CAMPAIGN IN ENGLISH

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APRENDIZ:
YEILIS MELISA LEONES VILORIA

INSTRUCTOR:
MARTHA PATRICIA BARROS MEZA
MARKET MANAGEMENT TECHNOLOGIST
SHEET 2348687

NATIONAL LEARNING SERVICE SENA

ATLANTIC REGIONAL AVIATION AND INDUSTRIAL CENTER

2022
 FORMATO BRIEF
 Name of the company:  Sport Fashion
 Trade´s name  Sport Fashion
 Company´s activity
 The activities that sport fashion
carries out are:
-Marketing of clothing and sports
accessories.
-Finance.
-Accounting.
-Human Resources.

 Company history Sport fashion is a virtual sportswear store

that started with the entrepreneurship of a
colleague. She wanted to have her own
business to get ahead and decided to talk
to each of the people who are now part of
the work team to form a company.
It was decided to start from the bottom,
promoting small quality products to make
them known in the market.
After a trial period that we carried out, we
were able to observe that the results
obtained exceeded those expected, so we
decided to add more products to the line
that we had already been marketing.
We have had a series of problems
throughout our growth as a company, but
everything has helped us to evolve and
become more competitive in the market.
Several advertising campaigns are carried
out with which we have reached our
potential clients, the strategies that are
developed are through advertising
campaigns such as advertisements, videos
and digital content and advertising posters,
we are in the process of carrying out an
outdoor commercial event that will be take
as a campaign to launch a new product.
These campaigns are aimed at the entire
population, because we have a product
that is used by people without age
discrimination.
In previous campaigns, we sought to
 capture the attention of the majority of the
public, so that they would learn more about
our products and identify with it.
We sought to generate direct
communication with the consumer and
listen to their opinions about the services
we provide as a company to try our best to
offer them a product that meets their
needs.

 The product or service Our product has a series of

characteristics that adapt to the needs
of the public, among these are:

Elasticity:
Sports garments must have a percentage
of elastane in their composition to favor
their flexibility. In your workouts you will
need to have freedom of movement, so it
is essential that the garments are elastic.

Lightness:
It is important that the clothing we use for
sports is light and does not impose an
extra load on our movements, so we
recommend testing the fabric to see if it
provides that lightness we need.

Breathability:
One of the most important characteristics
in technical sports clothing is breathability.
This breathability is achieved with
manufacturing technologies that dissipate
sweat through micro perforations in
strategic areas such as the back in T-
shirts, or the crotch in pants.

Quick drying:
It is essential that technical clothing is
prepared to dry quickly when we start
practicing sports. Having a wet shirt or
pants throughout the training session is an
unpleasant feeling, so good technical
clothing will have to be non-stick and with
a quick-drying system.
 Anti friction:
In very intense workouts it is possible that
the shirt generates friction in some parts of
the body, so it is important that for
example the neck seams are covered with
a soft tape, or that the labels, as far as
possible, are printed on the fabric rather
than being sewn into pieces.

Light::
It must be made of light materials so as not
to overload the athlete.
Aesthetics: Beautiful and attractive clothes
that can be dressed casually for any need.
Classy and good quality sportswear for
durability.

Our product are garments made with

very good quality materials among
which are:

High performance synthetic fibers with

a series of special properties that will
depend on the type of sport.

Super Roubaix: Material suitable for

practicing winter sports.

Lycra: Light clothing made of synthetic

fiber and suitable mobility.

Dryarn:Water-repellent, moisture-repellent
and sweat-repellent polypropylene
microfibers.

Gore Tex: Waterproof and breathable

material

Tactel: Ideal for cold and humid climates

because it is light, soft to the touch,
waterproof, resistant, etc.

 SWOT Matrix Strengths:

-variety of special features and benefits
offered by our products.

-A special, personal and flexible customer

service.
 - Have specialized and advanced

knowledge.
Weaknesses:
-Not having the necessary financial
resources.

-have inefficient accounting systems.

- Little recognition in the market.

Opportunities:
-Use the internet to reach new markets.

-Use of technologies to improve the

product.

-Increase the demand for the product in a

certain market segment.
Threats:
-Better, more attractive or even cheaper
versions of our products.

-Emergence of new competitors.

-A slowdown in the economy that reduces

global demand.

-New legislation that increases expenses.

 Budget The money allocated to the project is

equivalent to a total of $25,000,000.
At the beginning the project started with
this budget including assets and liabilities.

 Consumer/ Target Audience With our sport fashion company, we intend

to work hand in hand with the need for
sportswear for physical performance or
work of an athlete or person who works
hard on their physical identity and
comfortable clothing that can be used for
light exercise or daily use. with
expectations of covering all types of
people.

We are a company that its good and

 service is aimed at the entire population
regardless of age.

 Competition / Positioning For us, we see the greatest competition in

sportswear in the Racketball virtual store.
Although there are others that are also
competitors, we can see that it is the
largest.

 Project objectives The objectives proposed by the online

sport fashion sportswear store that we will
be trying to achieve as we develop as a
company are the following:

-Establish ourselves as a competitive

organization against other companies.

-Generates profits against the capital that

we invest at the time of starting our project.

-Offer the public a variety of styles of very

good quality that capture their attention.

- Acquire recognition and exclusivity.

-Increase profitability.

-Maintain price stability compared to other

competitors and in the same way offer the
public affordable prices.

 Market Research We can say that the segmentation of the

market is constituted based on different
needs and desires of the consumer; that
is, they come from customer satisfaction,
these bases are the following:

Consumer profile (demographic factor)

Consumer motivation (psychological

factor)

The use of the product

Product Benefits

The purpose of segmentation is to

 increase customer satisfaction and market
demand, which is why we as a company
seek to meet the needs of our potential
customers, generating unique satisfaction
based on the quality of our sportswear.
In order to achieve this we must know our
audience to which our products are
directed, for this we elaborate the following
segmentation:
- Geographical segmentation.
- Demographic segmentation.
- Psychographic segmentation.
- behavioral segmentation

 Place Our specific location is

This aspect is connected to the distribution Colombia, Bogota D.C.
channels of the products. but since we are a virtual store we make
shipments to the whole country.

 Schedule In the schedule of activities we can

observe the different activities that will be
carried out so that our product does not
end in a cycle of Decline, but on the
contrary we can continue to build customer
loyalty in our growth stage and every day
achieving our main objective to reach and
maintain in the Maturity phase that every
company yearns for and desires.
The initial date of the activities is based on
the new launches of the products.
In general, we set ourselves goals month
by month from January 1 to December 31.

We are clear that in the schedule we will

carry out and establish the most critical
dates or those in which the times with the
greatest demand are evidenced.