FORMATO BRIEF

CAMPAÑA PUBLICITARIA

SOFI ESPERANZA PEÑA PEÑA

TECNOLOGO GESTION DE MERCADOS
SENA - 2018
1- ESCUCHE LA PUBLICIDAD RADIAL EN LA SECCIÓN “LET’S LISTEN”. DESPUÉS DE ESCUCHARLA
CONTESTE LAS PREGUNTAS DE COMPRENSIÓN. PEGUE UNA CAPTURA DE PANTALLA EN CADA
RESPUESTA CORRECTA EN EL DOCUMENTO.
DESCARGUE EL MATERIAL “GUIDELINES FOR CREATING AN ADVERTISING CAMPAIGN”, UBICADO
EN LA SECCIÓN “LET’S LISTEN”. ESCRIBA UNA PUBLICIDAD RADIAL DE UNA COMPAÑÍA X Y
PRESÉNTELA DE MANERA ORAL EN LA SESIÓN VIRTUAL (ENCUENTRO SINCRÓNICO) “CREATIVE
BRIEF”, HABILITADA Y PROGRAMADA POR EL INSTRUCTOR. LA PUBLICIDAD DEBE DURAR DOS
MINUTOS COMO MÁXIMO

 109.3 FM estéreo. Pasa una tarde de relajación en un spa rodeado de verdadera naturaleza en
nuestro Spa Marbelle con el beneficio de las aguas termales en un entorno tranquilo, gozando de
un baño en piscinas termales y los beneficios de las aguas minerales sulfuradas que ayudan
a limpiar toxinas y purificar la piel. Descansa en las pilas romanas en un espacio decorado con
pétalos de rosas, tendrás una sesión de bambuterapia con aceites esenciales y mucho más, al
final tendrás una cena romántica con show musical en vivo. Estamos ubicados en la calle 38 no.45
e-75 barrio galeras, teléfono 321 4758934, síguenos en redes sociales como Spa Marbelle

 109.3 FM STEREO Spend an afternoon of relaxation in a spa surrounded by true nature in our
Spa Marbelle with the benefit of the hot springs in a quiet environment, enjoying a soak in
thermal pools and the benefits of the sulphurous mineral waters that help cleanse toxins and
purify the skin. It rests on Roman batteries in a space decorated with rose petals, you'll have a
session of bambuterapia with essential oils and much more, at the end you'll have a romantic
dinner with musical show live. We are located on 38th Street no.45 e-75 neighborhood galleys,
telephone 321 4758934 , follow us on social networks such as Spa Marbelle
 EN LA SECCIÓN “LET’S WRITE”, DESCARGUE LAS INSTRUCCIONES PARA ELABORAR UNA CAMPAÑA
PUBLICITARIA (RADIAL, DE TELEVISIÓN O PROMOCIONAL) Y EL DILIGENCIAMIENTO DE UN
BRIEF. AGREGUE EL BRIEF DILIGENCIADO EN ESTE DOCUMENTO Y ENVÍE LA PUBLICIDAD EN
EL FORMATO DE SU PREFERENCIA AL INSTRUCTOR.

1. Company information
Name of the company
Trade’s name
Company’s activity.
2. Company history
History of the company in detail
Advertising has been traditionally
done?
What kind of advertising and what
issues were addressed?
Vitaly Pulp from the field to the table is a company that will
dedicate itself to producing and selling an organic product
(compote of fruit and vegetable pulp) used in the healthy
diet of children from 6 months to 2 years. The best fruits and
vegetables will be chosen for their preparation, since they
provide great value of vitamins and proteins necessary for
children, varied flavors according to the market study that
was done previously, and will be presented in excellent and
novel packaging that comply with the hygienic and quality
demands
The company believed as an entrepreneurship of
entrepreneurship of three students of sena, they wanted to
propose a high quality food at an accessable price, which
gives easy to the mamas to offer their children a natural and
healthy food for them and practice for your breasts already
can be purchased prepared without preservatives
What were the objectives of previous
campaigns?
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)
· Lifecycle
· Legislation
the product is addressed to babies from 6 months to 2 years,
it shows purpose was to facilitate working mothers and with a
little time to prepare their natural foods
One of the main characteristics of the product to be taken
into account in the packaging is that it is a food based on
organic fruits and vegetables; this packaging must maintain
and preserve the characteristics of the product during its life.
In addition to satisfying, the feeding needs of babies can be
said to be a preserve of foods with different flavors, as they
will be made of fruits and vegetables. It has high protein and
vitamin value, as I said before, varied and natural flavors. Of
weight 100 gr, color: it can take the color according to the
fruits and vegetables that are used and therefore taking into
account the tests that a food engineer does and under the
norm INEN 2009 1995-10. (Normaly strained and packaged
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)
DOFA MATRIX
WEAKNESSES
As it is a perishable product, good handling must be taken
care of and you must try to distribute quickly,
We must adjust to a budget, so as not to increase
administrative and production costs.
Little training in the handling of the product in the stages of
production, collection, packing, packing and transport.
Varied harvest times.
The market at a South American level is very competitive
because being in the tropics also produce fruits and there are
already positioned brands,
OPPORTUNITIES
We have the largest variety of fruits we have all the thermal
floors, which gives us a varied product portfolio, as well as
mixtures of fruit pulps and having a wider range of flavors.
We have support institutions such as SENA, ICA, PROEXPORT,
INVIMA, THE ASSOCIATIONS
 OF FRUIT PRODUCERS, which can provide us with technical
support, advice, knowledge on durability times of the
products, etc.
Generate demand in the different work fronts with bold
advertising. Pro-life healthy campaigns can be made to
increase consumption.
Implementation of new technologies in the transport,
packaging and packaging of our products.
Link to the productive strategies of reinsertion plans and
alternative crops, which have state technical support to
produce a product of optimum quality.
The global trend of returning to natural or organic products,
not transgenic, will give us a competitive advantage over
other products, under the guidelines of aesthetics, health
and beauty

5. Budget Currently we are working to define the budget of the

training project, but giving an estimate between production
It’s the money assigned to the costs, advertising, administrative payments, among others
Project. we give a weighted 30,000,000,000,000 pesos to start.
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
Consumer / children from 6 months to two years.
• Final consumer: babies in food change process
• Real consumer or objective: parents who do not have time
to prepare natural foods.
Demography profile: Bogotá is the capital of Colombia and
is currently the most populated city in the country with 8 080
734 inhabitants for 2017, according to the projections of the
results of the 2005 national census.2 It was founded in 1538
By Gonzalo Jiménez de Quesada.
Geographic profile: Bogotá, Colombia
Psychographic profile:
From me to you ": They are consumers with minimal loyalty
to the brand, with significant levels of sensitivity to the price
and who generally consume products with little added
value (basic). These generate exchange between products
and services, makes greater use of traditional and modern
channels in mass format.
I am in your hands ": They are essentially customers with a
lot of loyalty to the brand and who seek to offer them a
better offer of value at a minimum cost.
Their assets are their greatest treasure, so they seek to last over time and it is
for this reason that the price in front of that variable is a factor that determines
their purchase decision. They are users of traditional and digital channels,
depending on their needs. "In my way": It is a consumer who buys goods and
services "in their own way", that is, using channels in which they can
participate directly. They are characterized by being very personalized and
are typically "early adopters". They are not very loyal to brands and have a
high sensitivity to value, rather than price. They consult the range of media
and select the one that offers them the possibility of producing a product.
They use specialized channels and look for a high level of comfort.

"Sell it": Look for high positioning brands, with orientation to highly customized
finished products. It uses several channels (physical and ecommerce) in
what makes a mapping of high benefit products. It does not show sensitivity
to the price variable and is oriented by comfort and status. Reaching this
profile implies having a personalized logistics.
7. Competition/Positioning
Describe the type of competition your
product or service has:
· Direct
· Hint
· Main Competition
8. Project objectives
Describe the goal to be achieved in
your Project.
9. Market research
Explain the market research you have
made in your project: which are the
latest changes of consumers and the
target public?
In the market, we currently find different direct competitors
that are baby evolution and baby faves companies already
owned in the market, as well as other companies such as
alpine, which have very competitive compote brands in the
market.
The objective is to be the solution in the early, balanced and
quality feeding of the children, offering a 100% natural and
fresh compote to their babies without having to invest time in
doing it. Get to position ourselves in the market as the most
purchased organic compote in Colombia.
Currently, mothers can not fully dedicate themselves to
feeding their babies after being weaned. Every day the
foods found are more artificial and with more harmful
chemicals for babies; organic foods are a healthier option
for feeding babies and children, our project is to offer a 100%
natural compote without preservatives, which gives mothers
the opportunity to trust their children to be better nourished,
even if not They have time to prepare their food.
10. Schedule The service will be offered from Monday to Sunday from 8
a.m. to 8 p.m. Directly at a point of its own.
Include the distribution channels for the
products of your project:
· Direct
· Indirect

CUÑA RADIAL:
Your children are between six months and two years old?
Would you like to avoid allergies in your baby due to preservatives?
Do not have time to prepare natural compotes?
! We have the solution!!Our new product: organic compotes vitally pulp from the field to the table.
Come and try our organic compotes without chemicals or preservatives, ready to consume.
Give us the pleasure of serving you Second floor commercial center, Bogotá Colombia. Phone: 3156734934
Come and visit us soon!
 En la sección “Vocabulary” aparee la palabra en inglés con el concepto correcto.
Tome capturas de pantalla de cada grupo de palabras correctamente ubicadas y
agréguelas al documento.