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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

Evidencia3
Formato Brief

¿Qué se debe entregar?

Formato Brief diligenciado y presentación de la campaña publicitaria


¿Cuál es el procedimiento?

Estudie el material “Creative Brief”.

De manera individual y teniendo en cuenta su producto o servicio, complete el Formato

¿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.

Brief.

Lea comprensivamente el material “How to createanadvertisingcampaign” (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:


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

1.Company information Present tense

Name of the Company and Trade’s name: Organic


Name of the company
fertilizer Mira Flores
Trade’sname
Slogan: “Quality par excellence”
Company’sactivity Company’s activity: Production and
commercialization of organic fertilizer through the
red worm Californian eisenia foetida in the
metropolitan area of Bucaramanga

Past tense
2.Companyhistory
In the present work is a precise proposal to prepare a
feasibility study for the Assembly of a company
History of the company in detail Advertising
producing and marketing organic fertilizer through
has been traditionally done?
California red worm (Eisenia foetida) in Bucaramanga,
Santander.

It began with a descriptive analytical study on the


production of the Farming companies of the
Metropolitan Area of Bucaramanga, to make a
description of the business that is wanted to start up,
later a market study was carried out that served as a
reference to estimate the possible demand of the product
and it was specified in all those characteristics that this
must have. In the study of marketing plan, the behavior
of sales by monthly periods and the price that would be
managed for the introduction of the product is defined.

Following is the study of the operative plan where all


the operative functions of the plant were concluded,
such as: the estimation of the necessary and efficient
machinery to elaborate the estimated production and the
personnel that carried out said operations in an efficient
way, also describe the profile of the people that
elaborated in the administrative and operational
organization and the work focus that they will carry out

Finally the financial and economic plan which is


prepared with the parameters required by a financial
institution to access direct credits if the project shows an
acceptable economic goodness, this type of study has
indicators such as the cost of capital, which provides a
precise comparison of the profitability of the business
with the IRR and NPV, demonstrating that the project at
the operational, financial and economic level, concludes
with recommendations on the study carried out in all its
What kind of advertising and what issues were stages.
addressed?
Organic fertilizer Mira Flores will be announced
through leaflets, brochures, calendars and radio spots in
A.M. radio stations, social networks, through this
advertising tools, future customers will be informed
about the ecological damage that the environment is
What were the objectives of previous going through.
campaigns?

Think green helps the planet, buy organic fertilizer


through the red earthworm Eisenia Foetida Californian,
What are the characteristics of your product or it is intended that people perceive this fertilizer as a
service? 100% natural product, with a sense of environmental
awareness.

The earthworm humus produced is an organic fertilizer


100% natural, dark brown to blackish, granulated and
odorless, which is obtained from the transformation of
organic waste composted, by means of the California
Red Worm.

The vermicompost or vermicompost is an organic


fertilizer, bioregulator and soil corrector that prevents its
deterioration while providing nutrients to plants and
whose fundamental characteristic is biostability, as it
does not generate fermentation or putrefaction.

With the application of humus to the soil, it can return


What is the current position of your product in the properties it has been losing, such as energy of
biological type, mineral elements and the reconstruction
the market?
of the buffer reserve, regulating the acid-base balance

The penetration strategies in the market are focused on


achieving a significant participation of the Strategic
Unit in the market that will operate, introducing the
compost with a price lower than the average managed
by the competition.
Present tense

features
Biological fertilizer and soil improver, which stimulates
the growth of plants, regulates water retention in the
soil.
100% natural product obtained from earthworm manure.

Pest Free
Uses and Advantages
It is considered "gold" to nourish plants and vegetables,
it is a rich soil in organic matter, minerals and nutrients.

It is used to fertilize, clothe and enrich the soil of crops.


Advantage:
• Autonomous land
• Fertile soil
3.The product or service • Provide nutrients for the soil

Description of the product or service with all its


features: Improves the texture of the soil.
It provides a large number of nutrients.
• Physical (ifit has) A better aeration of the soil.
• Chemical characterization (if it has) By its characteristics it manages to retain the water.
• Packaging (ifit has) The seeds germinate more easily.
Great increase in microbial flora.
• Benefits Stimulates the growth of plants and their root
• Trajectory (how long was it released) development.
• Lifecycle It favors the absorption of nutrients in plants.
The company must have commercial registration, in the
• Legislation name of a natural person, as a producer, packer and
marketer of organic fertilizers Mira Flores; In addition,
it is registered with the Instituto Colombiano
Agropecuario ICA, as a producer, packer, marketer and
distributor of organic fertilizers.

It is worth mentioning that the company must maintain a


quality control contract with a laboratory registered with
the ICA; technical management contract by an
agronomist.

After consulting the Resolution 00150 of 2003 issued by


the ICA, where fertilizers and soil conditioners are
regulated for Colombia, and, taking into account the
expert judgment of the ICA; there are no legal
impediments to the development of the new fertilizer
line with specific organic, mineral and chemical
mixtures for each soil and crop analysis. Due to the fact
that it is a unique and unrepeatable product for each
client and their needs, a license or registration can not
be processed; because when the company is already
registered, and the basic supplies for making the
mixtures, a laboratory analysis is required by the ICA,
as a report in the traceability minutes of each production
batch for this type of specific products, with the of the
technical director of the company; It is also a guarantee
for the final buyer.

Present tense

Strengths
 High productivity and permanent training.
 Technical assistance from official bodies.
 Low cost of inputs and production.
 Business commitment
 Good products
Weaknesses
 Little or no negotiation power.
 Poor distribution channels.
4.SWOT matrix (Strengths, Weaknesses,  Promotional campaigns and non-existent
Opportunities and dissemination.
Threats)  Little amount of initial production, because
vermiculture is a long-term process.
 Little differentiation of quality appreciated by
• Weaknesses (they are internal to the consumers.
company) Opportunities
• Opportunities (they are external, what the  New markets.
sale opportunities are)  Demand growth
 Challenge that represents globalization.
• Strengths (they are internal)  Support of the agro-technical organisms.
• Threats (they are external)  Availability of supplies at low cost.
 Demand for organic products
Threats
 Foreign trade policies (subsidies and tariff
barriers.)
 Transportation costs and deficiencies in the
service.
 Difficulties of access to credit.
 High interest rates.
 Impossibility of influencing prices.
 Recessive context of the national economy.
 Lack of incentive to production.
Present tense

Fixed investment: $ 31.399.260


5.Budget Deferred investment $ 1.600.000
working capital:
It’s the money assigned to the (reverse investment) $ 28.104.197
project.
TOTAL INVESTMENT $ 61.103.457

6.Consumer/Target Audience Present tense


Describe the three types of
consumers:  Demographic Factors
• End consumer: The person Demography is the quantitative study of the growth or decrease of the
who consumes the product, human population, making it a key aspect for the study and realization of
but doesn’t decide on the different economic projections, since it directly affects the correct decisions
purchase. that can be made for the benefit of society17. According to the DANE, the
• Real consumer or objective: projected population growth in Santander is 3.9% annually for the period
The person who makes the 2012-2020. The Metropolitan Area of Santander AMB is made up of the
purchase decision. municipalities of Bucaramanga, Girón, Floridablanca and Piedecuesta and
represents more than 50% of the total population of the department.
• Potential Consumer: The
person who has a provisional
 Technological Factors
contact with the product or
Technology in Colombia
who will be the consumer in
According to the Global Information Technology Report 2017, Colombia
the future.
ranked number 60 among 144 countries in the world, climbing 7 positions
Describe the profiles
compared to 2016, thanks to improvements in aspects such as the growth
• Demographic profile of Internet service users, the increase in services of online government,
• Geographic profile citizen ownership and participation and cost reduction in the broadband
• Psychographic profile internet rates19.
COLCIENCIAS
Science, Technology and Innovation (CT + I) have been identified by the
Colombian society through the document CONPES 3582 of April 2017 as
a source of development and economic growth. Colciencias is the
Administrative Department of Science, Technology and Innovation that
promotes public policies to promote TC + I in Colombia. The activities
surrounding the fulfillment of its mission involve agreeing policies to
promote the production of knowledge, build capacities for TC + I, and
promote the circulation and use thereof for the integral development of the
Country and the well-being of Colombians.
 Ecological Factors.
Ecological Agriculture in Colombia
Colombia has been venturing into the market of organic products since
2010, obtaining for 2015 thousand hectares certified under organic
production in the country and for 2016 more than 63 certified companies.
The main reasons identified by producers to carry out ecological
agricultural activities are the low production costs, the improvement in
health and the environment. Although in recent years the area of
agricultural activity and ecological livestock has been very fluctuating, in
average has had an annual growth of 5.5%.

National Cleaner Production Policy

In the Cleaner National Production Policy, formulated by the Ministry de


Medio Ambiente en el año 2003, se define la producción más limpia como
“la aplicación continua de una estrategia ambiental preventiva e integrada
en los procesos productivos, los productos y los servicios, para reducir los
riesgos relevantes a los humanos y al ambiente”. En lo referente a los
procesos productivos, esta política se ocupa de la reducción de la
cantidad y toxicidad de todas las emisiones contaminantes y los
desechos, de manera que las actividades que se desarrollan sean
amigables con el medio ambiente y sigan
una estrategia de desarrollo sostenible.

Legal Factors

Current Regulations he Public Toilet service is regulated by Decree No.


2981 of December 20, 2013, which specifies generalities of service
provision, related to the storage, collection, transport and use of solid
waste. The Colombian Agricultural Institute (ICA) is the entity in charge of
exercising technical control over the production and commercialization of
agricultural inputs, animal genetic material and seeds for sowing, in order
to prevent risks that affect agricultural health23.
In Resolution 150 of 2003 the General Manager of the ICA adopted the
Regulation Soil Fertilizer and Conditioner Technician for Colombia. This
document stipulates requirements and obligations of manufacturing
companies,
group to which the Strategic Business Unit would belong as a producer of
compost.

Present tense
7.Competition/Positioning
Competitive advantage and value proposition.
Describe the type of competition By acquiring organic fertilizer Mira Flores is trying to consume products
your product or service has: that impart less to the environment, as it seeks to use raw materials and
• Direct inputs in the process and the product that are biodegradable and can be
• Hint assimilated by any ecosystem on the planet earth.
• Main Competition
Present tense

My main goal is to develop a business plan aimed at evaluating the


feasibility of the creation and assembly of a company that produces and
8.Project objectives commercializes organic fertilizer through the California red worm eisenia
foetida in the metropolitan area of Bucaramanga-Santander.
Describe the goal to be achieved
in your project. OBJECTIVES OF THE PROJECT

Achieve a measurable annual return of 6.1%.


Increase annual sales by 10%.
To be a product recognized and possessed at a regional and national level
for its quality and excellence.
Present tense
9.Market research
The demand and supply of organic and chemical fertilizer in the
Explain the market research you metropolitan area of Bucaramanga was determined through a market
have made in your project: which study, where the potential market is made up of farmers, housewives,
are the latest changes of nurseries, public and private entities, and co-founding The target
consumers and the target public? population is made up of a total of 1,923 agricultural producers from the
urban and rural areas of the metropolitan area of Bucaramanga.
Present tense

SCHEDULE

ACTIVITY WEEK 1 WEEK 2


Approach the idea
Research Problem
Development of the conceptual framework
10. Schedule
Formulation of the overall objective of the study
Include the distribution channels Formulation of the general objectives of the study
for the products of your project:
Formulation of the specific objectives of the study
• Direct
Formulation of the hypothesis of the study
• Indirect
Definition of research variables
The company ABONO ORGANICO MIRAFLORES will use marketing
channels through a point of sale in the city, to reach the consumer directly;
because the production will be done in the rural area.
The marketing channel to be used would be: Producer-Point of Sale-
Consumer (farmer).

Distibution chanel: direct selling in the point of sale the final consumer for it
demands the productd at low cost.

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