National Learning Service

SENA

Market management
File
# 1749837

Project activity
#9
FORMATO BRIEF: CAMPAÑA PUBLICITARIA EN INGLES

By:
Hedy Marion Ramirez Rodriguez
RADIAL ADVERTISING OF THE COMPANY

The city of Bogota is characterized by being very commercial where you can
find all the shops for that reason COME AND KNOW our products for today is
housewife where you can find everything for the home such as furniture,
games, dining rooms, decorations , lingerie etc. We are located at 23D Street
No. 104
BRIEF

1. Company information PRESENT TENSE

Name of the company • Company name and commercial
Trade’s name name:
Company’s activity HEDYS HOME
Motto: we fulfill dreams
• Company activity: our activity is to
offer home accessories, such as
furniture, games, decorations,
lingerie, etc
2. COMPANY HISTORY PAST
History of the company in detail HEDYS HOME was created from the
• Advertising has been traditionally fact that the city of Bogota is a
done? commercial city and source of
• What kind of advertising and what income, and the largest and most
issues were addressed? populated country, our inspiration is
• What were the objectives of reflected to satisfy the comfort and
previous campaigns? the good presentation of the home;
since then we have developed
 • What are the characteristics of your various announcements, campaigns
product or service? • What is the in different media to consolidate the
current position of your product in the image of our company
market?
3. THE PRODUCT OR SERVICE PRESENT TIME
Description of the product or service Our products are inspired by good
with all its features: home decoration

Physical (if it has) The elaboration of our products will

be based on good quality materials
Chemical characterization (if it has)
The shelf life of our products will be
Packaging (if it has) fifty years and up. Our products are
exclusive and only available in our
Benefits warehouse

Trajectory (how long was it released)

Life cycle

Legislation

4. SWOT MATRIX (STRENGTHS, PRESENT TIME

WEAKNESSES, OPPORTUNITIES DOFA MATRIX
ANDTHREATS) ASTECUR INTERNES
• Weaknesses (they are internal to STRENGTHS
the company) Knowledge of the rules of customer
services.
• Opportunities (they are external, A good business plan, as well as
what the sale opportunities are) marketing and finance.
. Clear and planned objectives of how
• Strengths (they are internal) the company will work and to which
segment it is aimed.
• Threats (they are external ) WEAKNESSES
ignore the benefits of customer
service strategies
Not having a brand positioned and
recognized.
Be a new company in the commercial
sector.
EXTERNAL OPPORTUNITIES.
Be a company
Innovative in home service presenting
the exclusive products, and
highlighted in good customer service
with good advice
STRATEGIES
(INCREASE)
 Being an innovative company that
offers home decoration products
knowing the advantages and benefits
generated by implementing
Customer service.
. Mix the business plan with the
provision of the service to be the
union of two groups that are
separated assets and
transformation companies
STRATEGIES
(SURVIVAL)
. Publicize the different benefits and
quality of the products offered and
services for customers
THREATS
Unfair competition and low prices that
are not trained.
to develop this work and damage the
image of the company
Do not establish an interested
market.
STRATEGIES
(SURVIVAL)
Have clear objectives of how the
processes of elaboration and
selection will be.
the materials to avoid
Confusions and gaps in customers
that will require services.
MARKETING STRATEGIES
. Make known the name of the
company with quality and good
principles to gain a position in the
marking and within the competition.
Be flexible as possible
changes made to the law and thus
adjust our objective
5. BUDGET PRESENT TIME
It’s the money assigned to the Accessories for sale: $ 100,000,000
project. Lease warehouse: $ 2,000,000
Professional services: $ 8,000,000
Equipment (computers, counters and
inventory system): $ 20,000,000.
Personal expenses:
$ 5,000,000
Supplies: $ 20,000,000
Total: $ 155,000,000
6. CONSUMER/TARGET AUDIENCE PRESENT TENSE
Describe the three types of Final consumer: general public and
consumers: warehouses.

• End consumer: The person who • Real or objective consumer: any

consumes the product, but doesn’t type of person who
decide on the purchase. Buy household products.

• Real consumer or objective: The • Potential consumer: warehouses.

person who makes the purchase
decision. CLIENT'S PROFILE
• Demographer profile: men and
• Potential Consumer: The person women of all.
who has a provisional contact with
the product or who will be the • Geographic profile: our audience
consumer in the future. Describe the will be located in the city of Bogota
profiles
• Psychographic profile: men, women
• Demographic profile and who wish to buy household
products
• Geographic profile

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

• Direct • Direct contest: HEDYS HOME

• Hint • Suggestion: DECORATION

• Main Competition • Main competition: warehouses

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 home
products market 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 to create
accessories.
Public
Our target audience will be the
stores, the general public.
Product
home accessories

Distribution Distribution is carried out

through an independent body.

Company, which will generate added

value by quickly delivering the
product to our final customer.

Advertising To advertise our

products, make an announcement.
through print media, radio, television,
as well as the public image on the
network
10. SCHEDULE PRESENT TENSE
WEEK 1 Focus of the idea.
Initial Date until deadline. The most WEEK 2 Investigation of the problem.
Critical Date need to be arranged and WEEK 3 Development of the
Written here. 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.