FORMATO BRIEF – ADVERTISING CAMPAIGN IN ENGLISH

SERGIO ANDRES ALTAMAR OLAYA

FICHA DE CARACTERIZACION

1792927

SENA

REGIONAL CAUCA

CENTRO DE TELEINFORMATICA Y PRODUCCION INDUSTRIAL CTPI

TECNOLOGO GESTION DE MERCADOS (1792927)

2019
 COMPANY INFORMATION
• Name of the company
• Trade’s name
• Company’s activity
COMPANY HISTORY
History of the company in detail
• Advertising has been traditionally
done?
• What kind of advertising and what
issues were addressed?
• 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?
THE PRODUCT OR SERVICE
Description of the product or service
with all its features:
• Physical (if it has)
PRESENT TENSE
• Name of the company and commercial
name: RICAREPAS.
Ricarepas
• Company activity: our activity is the
elaboration of arepas with an oppincipal
corn ingredient
PAST TENSE
Ricarepas was created from the need to
manufacture traditional corn-based
products in our Colombian cuisine.
The inspiration came from the
traditional recipes of our ancestors
The members of the group developed
this commercial idea by taking into
account totally natural and organic
products.
After marketing the first products, our
products have had a great reception,
which makes Ricarepas a good
perspective, acquire their identity and
gain recognition, since then we have
developed several advertising
campaigns in different media to
consolidate the image of our company.
PRESENT TIME
Our products offered in the market are
totally handmade made with Colombian
ingredients
• Chemical characterization (if it has) Our products are manufactured by
artisan hands from different parts of our
country, inspired by the protection and
care of nature.

• Packaging (if it has) The elaboration of our products will be

based on ancient techniques transmitted
to artisans from generation to
generation, respecting the regulations
and legislation in force.

• Benefits The shelf life of our products will be 6

months maintaining the cold chain
• Trajectory (how long was it released) protocols

• Lifecycle Our products are available on our

website

• Legislation

SWOT MATRIX (STRENGTHS, PRESENT TENSE

WEAKNESSES, OPPORTUNITIES
ANDTHREATS)

• Weaknesses • Weaknesses:
(they are internal to the company) We do not have enough capital to have
an optimal competitive level.

• Opportunities
(they are external, what the sale • Opportunities:
opportunities are) Participation in processed food fairs

• Strengths • Strengths:
(they are internal) Variety and exclusivity in quality
products and high quality artisanal
• Threats elaboration
(they are external )
• Threats:
Shorter period of time in the market than
our competitors.
 BUDGET
It’s the money assigned to the project.
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
COMPETITION/POSITIONING
Describe the type of competition your
product or service has:
• Direct
• Hint
PRESENT TIME
Manufacturing and distribution supplies:
$ 22,000,000
Web hosting: $ 8,000,000
Labor: $ 16,000,000
Computer equipment: $ 12,000,000.
Personnel expenses: $ 9,000,000
Supplies: $ 3,000,000
Total: $ 70,000,000
PRESENT TIME
• Final consumer: men and women of all
ages, lovers of the arepas that they like
in all their presentations
• Real or objective consumer: any type
of person who purchases products
made in a natural and handmade way
• Potential consumer: men and women
of all ages who are looking for healthy
products that are free of preservatives
and corservants
CLIENT'S PROFILE
• Demographer profile: men and women
of all ages.
• Geographic profile: our public will be
located throughout the national area,
with an offer for all types of social class.
• Psychographic profile: men and
women of all ages who
PRESENT TIME
POSITIONING COMPETITION
• Direct contest: Ricarepas
• Hint: Always fresh
 • Main competition: Arepas
• Main Competition manufacturers in all their presentations

PROJECT OBJECTIVES PRESENT TIME

Describe the goal to be achieved in PROJECT OBJECTIVES

your project
Achieve a measurable annual return of
35%.

Increase sales every year by 50%

Position our brand in the market of

processed products recognized by the
variety, quality and prices of our
products.

Achieve full national coverage

MARKET RESEARCH PRESENT TIME

Explain the market research you have MARKET RESEARCH

made in your project: We will investigate trends, public,
which are the latest changes of products, distribution and advertising of
consumers and the target public? handmade food products made by hand
for men and women.

Trends
We will generate new ideas to innovate
our products adapt to the current
market

Public
Our target audience will be, in any case,
with pleasure for the arepas and
products made from corn

Product
High quality raw materials represent a
great attraction for our potential
customers.

Distribution
The distribution is carried out through
an independent company, which will
generate added value by quickly
delivering the product to our final

SCHEDULE
Initial Date until deadline.
The most Critical Date need to be
arranged and Written here.
customer.
Advertising
To advertise our products, make an
announcement through print media,
radio, television and public image on
the network.
PRESENT TENSE
WEEK 1 Approach of the idea.
WEEK 2 Investigation of the problem
WEEK 3 Development of the
conceptual framework.
WEEK 4 Formulation of the overall
objective of the study.
WEEK 5 Formulation of the general
objectives of the study.
WEEK 6 Formulation of the specific
objectives of the study.
WEEK 7 Formulation of the study
hypothesis. (Critical week)
WEEK 8 Definition of research
variables.