12-12-2018 BRIEF TONER´S

X-IMPRESSION
TECNOLOGO DE MERCADEO
Cod-5165169

Lidia Fontalvo Mariano

LUIS HURTADO MEJA
DESCRIPTION BRAND
TONER´S LASER COMPATIBLE-BLANCA
CAMPAIGN PERIOD 4 WEEK

BACKGROUND
1. Company information Present tense

Name of the company TONER´S X-IMPRESSION

Trade’s name TONER’S X.IMPRESSION
Company’s activity purchase and sale of compatible
printing supplies

Past tense
2. Company history
We were born four years ago in the
city of being alone and its main idea
was to cover the printing needs of
corporate, educational and
consumer consumers (home). the
main advertising that was used was
written advertising or flyers

What kind of advertising and what was written advertising, electronic

issues were addressed? commerce, the issue of print quality
and the performance of the toners
was addressed, comparing them
with the original or brand toners

What were the objectives of The main objective of the previous

previous campaigns? campaigns was the price or value of
the toners, comparing them with
those of the brand

What are the characteristics of the quality of printing and the

your product or service? performance of the toner were the

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)
main features of toner's X-
impression
we had a positioning of 35% of the
local impression market in the
different commercial areas that we
have
Present tense
also called dry ink by functional
analogy with the ink, is a fine
powder, usually black, which is
deposited on the paper to be
printed by means of electrostatic
attraction or magnetography. Once
the pigment is adhered, it is fixed
on the paper, by means of pressure
and adequate heat.
The composition of the toner is
variable, basically it is formed by
thermoplastic resins, among them
to mention the: polystyrene, the
butyl and the polyvinyl acetate, the
styrene acrylate and the styrene
copolymer, together with the
polyester resin and the pigments
 Packaging (if it has)
The toner cartridges have a
packaging composed of an air bag
of opaque recyclable thermoplastic
material, in order to protect them
from light and adverse
environmental conditions, in
addition to a double-walled
chamber that by means of air
pressure inflation prevents
Damages during transport and
isolates it from contact with its
secondary packaging, unitary box of
cardboard

Benefits
The benefits of compatible
cartridges are: price, quality, help
the environment and last the same.
Obtaining a good price-quality ratio
with compatible consumables. They
help the environment because they
can be recharged without
problems.

Trajectory (how long was it

Our bonding plan has been
released)
relatively short for three months,
we have done it

Lifecycle
Legislation
Technical standard 6023

4. SWOT matrix (Strengths,

Weaknesses, Opportunities
Present tense
and Threats)
Weaknesses (they are
internal to the company)
Lack of internal organization
Opportunities (they are
external, what the sale
opportunities are)
Do not have similar companies or
close competitors
Strengths (they are
internal)
Good product knowledge
Threats (they are
external)
The delay in importing the product
5. Budget Present tense

It’s the money assigned to the execution of flyers $100.000

project Google advertising $150.000
Execution : time 4 weeks
Coverage :
60% corporate
20% educational
10% home
10% others
Media $250.000
realization and fees $50.000
Total..$300.000

6. Consumer/Target Audience Present tense

Describe the three types of
consumers:
End consumer: our end user is the one that really
uses the toners in the printer of its
use, it is who gives us the approval
of the quality of our supplies

Real consumer or objective: Our target customers are those that

are currently purchased by the
heads of purchases of printing
supplies in companies, in
educational institutions and in
homes

potential customers are the

Potential Consumer:
Describe the profiles
Demographic profile
Geographic profile
Psychographic profile
7. Competition/Positioning
Describe the type of competition
your product or service has:
Diretc:
clients that we are quoting and
offering our services and
products, are those who have not
yet used our producto
This consumer is described
according to their physical
characteristics (age, sex, etc.), social
(marital status, social class, etc.) or
economic (income, education,
employment, etc.)
We relate them to the geographical
area where consumers reside and
work, such as state or county,
number of inhabitants, population
density, climate, seasons
This psychographic profile
corresponds to certain attributes
that have to do with: hobbies,
interests, political tendencies, if the
client is family-oriented, if he is
attached to fashion or a follower of
trends.
Present tense
They are all those businesses that
sell a product equal or almost equal
to ours and that sell it in the same

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?
market in which we are, that is,
they look for our same clients to
sell them
This type of positioning occurs
when the product is associated
with another well-known, seeking
the client to transmit the properties
of one product to another
This type of positioning occurs at
the moment that our competitors
offer the same benefits as our
brand
Present tense
Be the best supplier of compatible
printing supplies locally and
nationally
Present tense
One of the main current changes
we have is that the target consumer
studies the product more and
listens to the different options
available in the market. and it
demands more the quality of the
product
10. Schedule Present tense

Include the distribution channels

for the products of your project:

Direct when the manufacturer sells

directly to the end user by sales
representative or by direct
warehouse sales

Indirect is when the manufacturer uses

wholesalers, retailers to reach the
end user. and we also use third
parties to get our products to
customers nationwide