National Learning Service

SENA

Market management
File
# 1749837

Project activity
#9
FORMATO BRIEF: CAMPAÑA PUBLICITARIA EN INGLES

By:
Lidia Constanza Delgado Gamboa
RADIAL ADVERTISING OF THE HANDCRAFT COMPANY

Curiti municipality is characterized by humble people and weaver of the product

the fique an innovative natural fiber with which you can manufacture bags,
shoes, wallets, chairs etc. COME AND KNOW! Our products and fall in love
with these beautiful crafts, our municipality is located in the department of
Santander, an hour and a half from Bucaramanga and twenty minutes from San
Gil
BRIEF

1. Company information PRESENT TENSE

Name of the company • Company name and commercial
Trade’s name name:
Company’s activity AGROCON LTDA
• Motto: REDUCE, REUSE AND
RECYCLE
• Company activity: Our activity is to
recycle and create products to be
reused
2. COMPANY HISTORY PAST
History of the company in detail AGROCON LTDA was created from
• Advertising has been traditionally the need to preserve the
done? environment, to make people aware
• What kind of advertising and what of changing our lifestyle and the bad
issues were addressed? habits of not recycling properly.
• What were the objectives of The inspiration arose from putting
previous campaigns? good use of garbage and publicizing
 • What are the characteristics of your
product or service? • What is the
current position of your product in the
market?
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)
Life cycle
Legislation
4. SWOT MATRIX (STRENGTHS,
WEAKNESSES, OPPORTUNITIES
ANDTHREATS)
• Weaknesses (they are internal to
the company)
• Opportunities (they are external,
what the sale opportunities are)
• Strengths (they are internal)
• Threats (they are external )
that you can also create a business
and encourage employment for many
people in the city and get to offer the
products made by the garbage that
can be used in construction and in
different ways.
Since then we have developed
several advertisements.
Campaigns in different media to
consolidate the image of
Our company
PRESENT TIME
Our products offered in the market
are products made with recycled
material.
Our products are manufactured by
machinery inspired by the protection
and care of nature.
The elaboration of our products will
be based on recyclable materials
such as glass, plastic, cardboard,
metals using techniques respecting
the regulations and current
legislation.
The shelf life of our products will be
fifty years and up Our products are
exclusive and only available in our
warehouse
PRESENT TENSE
DOFA MATRIX
BIO-AGROCON LTDA
INTERNOS
STRENGTHS
.Knowledge of the rules of multi-user
services
.A good business plan as well as
marketing and finance
.A clear and planned objectives of
how the company will work
WEAKNESSES.
benefits of multi-user law
.Do not have a brand positioned and
recognized
.Being a new company in the
recycling sector
EXTERNAL OPPORTUNITIES. Be a
company
Innovative in the field of recycling with
the multi-user service
Residential groups interested in the
benefits of the law
Be a link in the
recycling chain between the sets and
the companies of
STRATEGIES transformation
(INCREASE)
.To be an innovative company
providing the recycling service to
residential complexes knowing the
advantages and benefits generated
by the
Multi-user service to residents.
. Mix the business plan with the
provision of the service to be the
union of two groups that are
separated as the sets and the
transformation companies
STRATEGIES
(SURVIVAL)
. To make known the different
benefits that the law of multi-user
services has to the groups that do not
have a clear idea on the subject and
want to take advantage of those
advantages that the
Law gives them.
THREATS
.Change of the law of
multi-user service
.Competitive companies that are not
trained
to develop this work and damage the
image of the company
.Do not establish an interested
market
STRATEGIES
(SURVIVAL)
.To have clear objectives of how the
collection, transport and selection
processes will be
the materials to avoid
Confusions and gaps in users who
are going to provide the service.
MARKETING STRATEGIES
. Make known the name of the
company with quality and good

5. BUDGET
It’s the money assigned to the
project.
6. CONSUMER/TARGET AUDIENCE PRESENT TENSE
Describe the three types of
consumers:
• End consumer: The person who
consumes the product, but doesn’t Buy recyclable material products to
decide on the purchase.
principles to gain a position in the
marking and within the competition.
.Be flexible to the possible
changes made in the law and thus
adjust our objective
PRESENT TENSE
Accessories for sale: $22,000,000
lease warehouse: $ 8,000,000
Professional services: $ 16,000,000
Equipment (presses, crushers,
weights, scales, vehicles):
$12,000,000.
Personal expenses:
$ 9,000,000
Supplies: $ 5,000,000
Total: $ 72,000,000
• Final consumer: construction and
artisan companies
• Real or objective consumer: any
type of person who
make items.

• Real consumer or objective: The • Potential consumer: construction

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
companies.
CLIENT'S PROFILE
• Demographer profile: men and
women of all.
• Geographic profile: our public will be
located in the city of Medellin.

• Demographic profile • Psychographic profile: men and

women who wish to buy recyclable
• Geographic profile material

• Psychographic profile
7. COMPETITION/POSITIONING PRESENT TENSE
Describe the type of competition your
product or service has: POSITIONING COMPETITION

• Direct • Direct contest: Ingenio AGROCON

• Hint • Hint: recycling

• Main Competition • Main competition: recycling

companies
8. PROJECT OBJECTIVES PRESENT TENSE
Describe the goal to be achieved in PROJECT OBJECTIVES
your project. Achieve a measurable annual yield of
35%.
Increase sales every year by 50%.
Position our brand in the market of
recyclable products being
Renowned for its variety, quality and
prices of our products.
Achieve national coverage
9. MARKET RESEARCH PRESENT TENSE
Explain the market research you have MARKET RESEARCH
made in your project: which are the We will investigate public, products,
latest changes of consumers and the distribution.
target public? and advertising of final products
Trends
We will generate new ideas for
recycling products to create
construction materials
Public
Our target audience will be, large
construction companies
Product
construction materials made with
recycling
potential customers

Distribution The distribution is done

through an independent body.

Company, which will generate added

value by the rapid Delivery of the
product to our final customer.

Advertising To publicize our products,

10. SCHEDULE
Initial Date until deadline. The most
Critical Date need to be arranged and
Written here.
make an announcement. through
print media, radio, television, as well
as the Public image on the network
PRESENT TENSE
WEEK 1 Focus of the idea.
WEEK 2 Investigation of the problem.
WEEK 3 Development of the
conceptual framework.
WEEK 4 Formulation of the general
objective.
WEEK 5 Formulation of the general
objectives a study.
WEEK 6 Formulation of specific
objectives a study.
WEEK 7 Formulation of the study
hypothesis. (Critical
week)
WEEK 8 Definition of research
variables.