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• Lorena Coronado Casallas

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FORMATO BRIEF – ADVERTISING CAMPAIGN IN ENGLISH

Authors ELKIN DE AVILA MANTILLA LORENA CORONADO CASALLAS

TUTOR MARTHA ISABEL OSORIO VELEZ

Servicio Nacional de Aprendizaje SENA GESTION DE MERCADOS 2019

COMPANY INFORMATION ● Name of the company ● Trade’s name ● Company’s activity

COMPANY HISTORY

PRESENT TENSE ● DULCEMENTE TÍPICO ● The sweet temptation ● Our activity is to bring the typical flavor of Caribbean cuisine, fill you with a sweet temptation PRESENT TENSE

History of the company in detail

founded in February 2018, the result of an entrepreneurship project and with its own resources, in the course of the market study has been developed to identify the niches of the market. carrying out Marketing processes in chain Supermarket, shopping centers through tastings and product exhibition in stand of markets which have great affluence of people.

What kind of advertising and what issues were addressed?

Exhibitions in market chains, POP, oral and written advertising. There were economic problems, due to the cost of radio and press guidelines, the competition has advertising on local television that makes SWEETLY TYPICAL a problem because they do not have enough resources to program on television.

What were the objectives of previous campaigns?

1. Advertise the product to people and places that had no impact. 2. Advertise the product to people and places that had no impact. 3. Advertise the product to people and places that had no impact. 4. Customer Acquisition 5. Improve recognition of products and brand

What are the characteristics of your product?

Cocada is a typical sweet It is made from a coconut and milk dough that is then baked. They are typical in regional celebrations

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

It is in a position of penetration with improvements in sales a growth of the brand in 40% and with a reminder by the 20%

THE PRODUCT OR SERVICE

PRESENT TENSE

Description of the product or service with all its features: ● Physical (if it has)

● Chemical characterization (if it has)

●

Packaging (if it has)

● Benefits

● Trajectory (how long was it released)

● Legislation

● Ifecycle

SWOT MATRIX (STRENGTHS, WEAKNESSES, OPPORTUNITIES AND THREATS) Weaknesses (they are internal to the

Typical cocada is a product in presentation of 50 grams, in recyclable and biodegradable bag. Its color comes from the combination of fruits and sugars, its flavor is delicious.

company) Opportunities (they are external, what the sale opportunities are)

Strengths (they are internal )

Threats (they are external ) BUDGET It’s the money assigned to the project. CONSUMER/TARGET AUDIENCE Describe the three types of consumers: End consumer: The person who consumes the product, but doesn’t decide on the purchase.

Real consumer or objective: The person who makes the purchase decision.

Potential Consumer: The person who has a provisional contact with the product or who will be the consumer in the future.

Describe the profiles •

Demographic profile

•

Geographic profile

•

Psychographic profile

COMPETITION/POSITIONING Describe the type of competition your product or service has: Direct

Hint Main Competition PROJECT OBJECTIVES Describe the goal to be achieved in your project MARKET RESEARCH

Explain the market research you have made in your project: which are the latest changes of consumers and the target public?

SCHEDULE

Include the distribution channels for the products of your project: Direct

Indirect