"Format brief - Advertising campaign in English“

Agroindustries C.S LTDA

Presented by :

ANSELMO DELGADO ZAPATA

KELLY TORRES PERALTA
INDEFONSO CARDONA CARDONA

TEACHER: LAURA CRISTINA DUEÑAS

Market Management Technologist

 1.

Company : Farming s.c ltda

Brand : Farming c.s
Motto : The field our industry

FARMING C.S LTDA

The field our industry
 COMPANY INFORMATION

• The farming C.S. is a Colombian company dedicated to the production of various

agricultural and livestock sectors, for later commercialization as raw materials or to meet
the needs of the family basket of all households in our country.
 COMPANY HISTORY

• the Farming C.S, had its origin in the year 2000, when a family of peasant origin in
the department of Quindío wanted to expand its commercial activity of coffee
production and began to venture into other agricultural sectors such as fruits,
vegetables, and products of origin animal like meats and dairy products, since then
this family began to technify all its processes to offer a high quality product and
above all to position the field as an industry, standing out for its advertising
campaigns which have made it known throughout from the country.
 THE PRODUCT OR SERVICE

• Currently CS farming offers a high range of agricultural products from various

sectors such as fruit, which is producing the most delicious tropical fruits such as
pineapple, mango, oranges, tangerines, watermelons, and bananas in the eastern
plains region, We also offer red fruits such as strawberries, blackberries, raspberries,
which are grown in the savannahs of Cundinamarca, in the sector of vegetables and
vegetables our company produces products such as lettuce, tomato, onion, kidney
beans, carrots and as for the products of animal origin we offer meats, milk and eggs
at a price really accessible to the community.
 SWOT MATRIX

• WEAKNESSES: Our agricultural company currently has a weakness in the logistics area due
to the lack of a transport fleet large enough to meet all the demand.
• STRENGTH: Our company has great strength in all its production area because thanks to
the technification of our crops has increased productivity.
• OPPORTUNITY: The greatest opportunity that our company owns is due to the good
relations it has with the other farmers since they often meet our demand and offer us their
products and thus we can cope with all market demand.
• THREATS: Currently a latent threat facing our company is the winter wave that often delays
the arrival of the products to our processing plant and likewise the entry into the field of
production of inputs.
 BUDGET

• The farming company C.S began its business career in the year 2000, with a budget
of 100,000,000 million pesos, money that was a loan granted by the agrarian bank of
Colombia, this budget had to be divided for the production area and For the
administrative area, 19 years later, the company has a production budget that
amounts to 2,000,000 million pesos and 1,500,000 million pesos for its
administrative area.
 CONSUMER / TARGET AUDIENCE

• Currently the agricultural products that are grown in our fields and processed in our plants,
are aimed at all the public that requires to enjoy a premium product for their family basket.
 COMPETITION / POSITIONING

• DIRECT COMPETITION: In Colombia there are many agricultural companies that

offer products of very good quality, which makes the competition very close to the
positioning of our products.
• HINT COMPETITION: In Colombia few agricultural companies offer gourmet
products, which segments the market and is directed towards a specific population.
• MAIN COMPETITION: the agricultural C.S has been evolving according to market
trends and communications, thus achieving successful advertising campaigns that
have reached the public in general.
 PROJECT OBJECTIVES

• The main objective of our company is to position the Colombian agriculture as one of
the most solid industries in our country, by the year 2025 this goal must be achieved,
for this we must be constantly updating the most innovative agro-industrial
techniques of moment.
 MARKET RESEARCH

• Our company understands that the world evolves daily, that's why we have a group
of marketing experts, who are in charge of investigating the new trends that are
developed every day regarding agricultural production and thus be daily innovating
in our processes and offer a good product to consumers.
 PLACE

• Our company uses a direct distribution channel, so our products are cultivated,
processed and taken to the distribution points of our company to be delivered directly to
the client, during this process we have made use of the various means of communication
to promote our product and so the consumed can acquire it.
 SCHEDULE

• The most critical date for the production of our company, is the winter season, due to
the fact that during this date production is often delayed due to external problems
such as the closing of roads due to landslides, for this a contingency plan is
prepared every year to mitigate the ravages caused by the winter wave.
 2.
RADIAL WEDGE
• FONSI: Good morning radio listeners of our business radio station, today we have kelly torres peralta in our
booth, who comes in the company of his colleague anselmo delgado, who are marketing experts of the C.S
farming and come to promote their products which are 100% natural.

• KELLY: Good morning fonsi and all the listeners of this radio station wish you a nice day.

• ANSELMO: good morning to all those who are listening to us, we are very happy to be here promoting the
products of the farming c.s., which i know that they will love it.

• FONSI: well guys without further ado tell us what you bring us today?

• KELLY: the farming CS is a colombian agroindustrial company located in the department of quindío, for 19
years has been working in the agricultural and livestock sector offering the market fruit products such as
orange, tangerine, lemon, banana, watermelon , the strawberry, the blackberries and all kinds of vegetables of
very high quality.
• FONSI: Very well, could you tell us what are the prices of the c.s farming products?

• KELLY: Our company offers really low prices affordable to all consumers you can find a pound of beef or pork
at only seven thousand pesos or one pound of fruit as the default for the juice at only one thousand pesos.

• ANSELMO: The most important thing is that you are going to take home very high quality products with the
backing that the c.s farming and livestock offers them and at a really economic cost.

• FONSI: Finally guys where can we locate them?.

• KELLY: our fields are located in armenian quindío and our chain stores in the most important shopping centers
in the country.

• FONSI: well they were the representatives of the agricultural company c.s a large company that is offering
products of the family basket of very good quality and also generate progress for our country.
 3.
“LET’S WRITE” INDEFONSO CARDONA CARDONA
4 Anselmo delgado zapata