AP09 EV04 Formato Brief - Campaña Publicitaria EN Inglés PDF

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EVIDENCIA FORMATO BRIEF - CAMPAÑA PUBLICITARIA EN INGLÉSINTEGRANTES GRUPO 7KATHERINE LICETH DE LA HOZ LEÓN GISSETH BUSTOS ALDANA DAVID FERNANDO LATRIGLIA RAMIREZ LIZETH VIVIANA MORA TOLOZATECNÓLOGO EN GESTIÓN DE MERCADOS FICHA 1792930SERVICIO NACIONAL DE APRENDIZAJE SENAOCTUBRE 2019Evidencia 3Format...

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EVIDENCIA FORMATO BRIEF - CAMPAÑA PUBLICITARIA EN INGLÉS

INTEGRANTES GRUPO 7 KATHERINE LICETH DE LA HOZ LEÓN GISSETH BUSTOS ALDANA DAVID FERNANDO LATRIGLIA RAMIREZ LIZETH VIVIANA MORA TOLOZA

TECNÓLOGO EN GESTIÓN DE MERCADOS FICHA 1792930

SERVICIO NACIONAL DE APRENDIZAJE SENA OCTUBRE 2019

9 Elaborar el plan de acción de mercadeo El proceso de planeación debe abarcar todas las áreas de la empresa. El desarrollo de esta evidencia confirmará que han alcanzado el siguiente resultado de aprendizaje:  Comprender las ideas principales de textos complejos en inglés que tratan de temas tanto concretos como abstractos, incluso si son de carácter técnico, siempre que estén dentro de su campo de especialización

Evidencia 3 Formato Brief

¿Qué se debe entregar?

Formato Brief diligenciado y presentación de la campaña publicitaria

¿Cuáles son los criterios de evaluación asociados a esta evidencia? Traduce del inglés documentos técnicos sencillos en tiempo presente y pasado. Dramatiza en inglés una historia breve utilizando verbos regulares e irregulares.

¿Cuál es el procedimiento? Estudie el material “Creative Brief”. De manera individual y teniendo en cuenta su producto o servicio, complete el Formato Brief. Lea comprensivamente el material “How to create an advertising campaign” (Pautas para crear una campaña publicitaria). Una vez diligenciado el formato, seleccione un ítem y prepare una campaña publicitaria en inglés en tiempo pasado, a través de alguno de los medios sugeridos en el material: o Una campaña radial o Un comercial de televisión o Una campaña promocional Envíe el formato al instructor y solicite las instrucciones para presentar la campaña.

A continuación, encontrarán el espacio donde deben redactar las respuestas:

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Diligencie cada una de las casillas de acuerdo con los criterios y el tiempo verbal que se solicitan.

1. Company information Name of the company Trade’s name Company’s activity

Present tense DISTRIBUIDORA COLOMBIANA DE VINOS ARTESANALES S.A.S DISTRIVINOS SAS Retail trade made through the internet

DISTRIVINOS SAS The company was founded in October 2018, by a group of History of the company in detail marketing students who saw the Advertising has been traditionally opportunity to develop a practical and done? innovative online sales project of a What kind of advertising and what handmade product developed in the issues were addressed? country such as wine. What were the objectives of previous  What kind of advertising and what campaigns? issues were addressed? What are the characteristics of your Online advertising product or service?  What were the objectives of previous What is the current position of your campaigns? product in the market? Present our name and our product  What are the characteristics of your product or service? 2. Company history

It is a website where you can buy online handmade wines in Colombia. 

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

currently in the process of creation

Present tense

3. The product or service 

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)  Lifecycle Legislation

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

Weaknesses (they are internal to the company) Opportunities (they are external, what the sale opportunities are) Strengths (they are internal) Threats (they are external)

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Physical: It is a website where we sell or distribute handmade wines. Throughout the country. Packaging: The wine are packed in boxes made of biodegradable safe and practical material. Benefits: Distribute wine online to our costumers troughout the country without leaving their home,jobs, etc. Their handmade products from other cities. Trajectory. 1 year ago Lifecycle:people between ages 18 40 Legislation: Present tense

Weaknesses: Ignorence a Product Opportunities: Simple purchansing management Strengths :Experience in on the commerce and social networks Threats: High Competitors

5. Budget It’s the money assigned to the project.

When making a forecast and trying to calculate the number of customers, we can say that the entire national territory can be a consumer, since being a virtual store is available for the entire Colombian territory. Taking into account that we are addressing people between 18 and 70 years old (60% of the Colombian population), who consume alcohol (75% of the Colombian population approx.), And who are from middle class onwards (70% of the population Colombian approx.), and in addition, we have that the number of inhabitants in Colombia is approximately 50,078,000, so, after making the calculation, the approximate number of clients would be; 50,078,000 X 0.6 X 0.75 X 0.7 = 15.774.570 It should be noted that they are approximate figures, and that according to figures of the success group, each person consumes a bottle of wine in Colombia (750 ml.) Assuming that initially we cover 0.05% of the market (50,078,000 X 0.0005), we would be selling 29,039 bottles annually. We will assume an annual increase of 8%

Present tense

6. 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

End consumer: people who consume handmade wine, sell it to people legal age. Ex: a Restaurant  Real consumer or objective: People consume handmade wine. Ex Restaurant customer.  Potential Consumer : Describe the profiles  Demographic: People between the ages 18 and 40 between 4 and 6 stratum  Profile Geographic: People live in Colombia. profile Psychographic: funny, social, 

elegant, exploratory people

7. Competition/Positioning Describe the type of competition your product or service has:  Direct  Hint  Main Competition

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Direct: olx, mercado libre, amazon. Hint: Bar and restaurants. Main Competition: Olimpica, Jumbo, Sao, Éxito.

Present tense 8. Project objectives Describe the goal to be achieved in your project.

The objective is to become the number 1 company in virtual sales of artisanal wines throughout Colombia. The country will recognize us and meet new allies and important contacts.

According to data from the firm specialized in market surveys, Nielsen, in the country the wine represents 14% of total liquor sales, driven by the increase in 9. Market research the consumption of lower value wines, Explain the market research you have which has allowed this drink I reached a made in your project: which are the wider segment of the population. In latest changes of consumers and the addition to this, according to Grupo Éxito target public? data, this drink ranked second in sales in the liquor category of the chain, with 21.6% of the total, after drinks such as beer and over whiskey. Between 2011 and 2016, the wine market in Colombia grew 46%. This research includes the commercialization of sparkling, red, white and pink. It should also be noted that Colombians went from consuming 16.8 million liters of wine per year in 2011, to 24.6 million liters per year in 2016

Present tense 10.

Schedule

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

LET’S READ

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Direct web site Indirect transportation company, consumer.

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