“FORMATO BRIEF - CAMPAÑA PUBLICITARIA EN INGLÉS”

INTEGRANTES:

KAREN LORENA GOMEZ FAJARDO

CC 1023890473

SERVICIO NACIONAL DE APRENDIZAJE SENA

TECNOLOGO EN GESTION DE MERCADOS

FORMACIÓN VIRTUAL
FICHA –1565178

2019
 1. COMPANY INFORMATION PRESENT TENSE
Name of the company Mermeladas de Colombia SAS
Trade’s name Production and Marketing
Company’s activity Direct sales of jams to fixed customers
and the public in general.
2. COMPANY HISTORY PRESENT TENSE
History of the company in detail Advertising Mermeladas de Colombia SAS; founded
has been traditionally done? in February 2014, the result of an
entrepreneurship project and with its own
resources, in the course of the market
study has been developed to identify the
niches of the market. carrying out
Marketing processes in chain
Supermarket, shopping centers through
tastings and product exhibition in stand of
markets which have great affluence of
people.
What kind of advertising and what issues were
addressed? Exhibitions in chain markets, POP
advertising, spoken and written. there
were economic problems, because of the
cost of the guidelines in radio and press,
the competition has advertising on
television which makes it a problem for
Mermeladas de Colombia SAS because
they do not have enough resources to get
to schedule on television, which makes it
a problem for the company.
What were the objectives of previous
campaigns? The objectives were; publicize the product
to people and places which were not
impact on the launch of the product, plant
the product, seek to obtain acceptance
among people who have not been able to
comvencer sales of comsumir Tropimix
marmalade.
What are the characteristics of your product or
service? Tropimix jam; It is a fruit based preserve
like passion fruit and pineapple, without
artificial preservatives, yellow color, rich
in water in the same fruit, rich in vitamins
E, endulsed only with the sugar of the
fruit. that's why it's said to be 100%
What is the current position of your product in natural.
the market?
It is in a challenging position, because it is

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). potassium.
second in the market by 80% and 20% is
leader, first, fighting for first place with
the competition that has been in the
market for years.
PRESENT TENSE
Mermelas Tropimix is a product in
presentation of 250 grams, packaged in a
bottle that after consumption is for glass
for the kitchen of the homes, its yellow
color comes from the combination of
passion fruit and pineapple, its flavor is
pleasant because it is only endued with
the sugar of the fruit.
Nectar is a product made up of juice and
fruit pulp, these must be free of foreign
matter and flavors,
They have a uniform color and smell
similar to that of the respective fruit. With
the objective of characterizing fruit-based
nectars of
milky, passion fruit and pineapple. The
parameters studied were: content of
vitamin C, reducing sugars, titratable
acidity and acceptability.
Carton box of 50 by 30 centimeters by 10
high, contains 24 jars of Tropimix jam of
250 Grams.
The parchita known in many countries but
maracayá in others, is a fruit that contains
water, fiber, abundant caloric value,
vitamins of various types A, B and C
among others also minerals such as
potassium, phosphorus, iron, thiamine,
riboflamina etc. Reduces the risk of
hypertension, pineapple is excellent for
this because one cup of pineapple
contains one milligram of sodium and one
hundred ninety-five milligrams of
Marmalade Tropimix has 4 years in the
 market, started as a strange product
occupying 60% in the canned market, 4
years later it is a product that occupies
 Legislation 80% and 20% occupies the first place in
large markets.

The purpose of the additives is to

maintain and preserve the quality of the
product, to ensure safety and health, to
increase or maintain nutritional value, to
contribute to conservation, to improve
functional properties (for example, their
availability outside temperature), to
promote the acceptance of consumer
(enhancing flavors and colors) and
facilitate the preparation of the food.
However, each additive carries a risk to
health, often verifiable only in the
medium and long term. The risk of an
additive lies mainly in its toxicity, mainly
related to the amount that is added to the
food and its carcinogenic or toxic effect.
The additives are allowed for addition
according to the regulations established
for their use.
In addition there are other additives
whose toxicity is not completely clear, is
the case of aspartame-type sweeteners, or
dyes that according to studies have come
to generate alterations in people.
Brix degrees to which the product should
be kept maximum; 68-72.
Add maximum: Sorbic acid 25mg / kg
weight, Benzoic acid 5mg / kg weight, L-
 Ifecycle Ascorbic acid 15mg / kg weight, Pectin
10%. According to the NTC standard, for
jams.

6 months from the day of its preparation.

4. SWOT MATRIX (STRENGTHS, PRESENT TENSE
WEAKNESSES, OPPORTUNITIES
AND THREATS)

Weaknesses (they are internal to the company)

1. Being a new company, its participation
in the market is low.
2. Low business experience within the

Opportunities (they are external, what the sale is a new product in the market.
opportunities are)
Strengths (they are internal )
Threats (they are external )
5. BUDGET
It’s the money assigned to the project.
6. CONSUMER/TARGET
AUDIENCE
Describe the three types of consumers:
 End consumer: The person who Person or organization that makes
consumes the product, but doesn’t effective use of a certain product or
decide on the purchase.
 Real consumer or objective: The
person who makes the purchase The "REAL" client is the one for which
decision.
sector.
3. In sales, growth is very slow because it
1. The growing demand for natural and
traditional products.
2. Customers is willing to try new
products. 3. Strategies at the points of
sale.
1. Manufacturing is easy to prepare.
2. It is a market niche.
3. The Tropimix marmalade is a 100%
natural product and has a high nutritional
content.
4. Product of massive and permanent
consumption.
1. The competition between strong brands
positioned and with fixed clients.
2. Aggressive advertising between
competitions.
3. Increase of raw material for production.
PRESENT TENSE
The money assigned to the project is $
280,000,000, own contributions and bank
financing.
PRESENT TENSE
service and that entails the supply of a
good. These are the consumers advertisers
target in their mass media advertising
campaigns.
you have worked (he has not worked with
you), for many years.
That is the loyal customer, he makes the
orders to you, there is confidence he does
not look for another supplier but you.
  Potential Consumer: The person who
has a provisional contact with the The potential client is one of the
product or who will be the consumer in fundamental aspects that is always taken
the future.
Describe the profiles
 Demographic profile
 Geographic profile
 Psychographic profile
into account in any economic entity,
because in them lies the opportunity for
growth and development.
The potential client is any person who can
become a buyer (the one who buys a
product), user (the one who uses a
service) or consumer (the one who
consumes a product or service), since it
presents a series of qualities that they do it
prone, either by needs (real or fictitious),
because they have the right profile,
because they have the economic resources
or other factors.
Result of image so that it is a profile
demográficowww.scribd.com
A demographic profile is a set of
estimators, tables and graphical
representations that succinctly summarize
the state of a population (or population
structure: characteristics of its members
and spatial distribution for the moment
evaluated) and the processes of growth or
decrease.
Geographical segmentation refers to the
division of the market taking into account
the geographical differences between one
place and another, when distributing the
products or services. Geographic
segmentation helps to collect and analyze
information according to the physical
location of the people.
Result of image so that it is a Profile
psicográficoes.slideshare.net
Transcript of consumer's psychographic
profile. It is an attribute which serves to
segment the market and divides the
buyers into different groups based on their
social class, lifestyle or personality
characteristics. Values Personality
 Consumer Lifestyle Activities.
7. COMPETITION/POSITIONING PRESENT TENSE

Describe the type of competition your product

or service has:

 Direct The right competition of Marmalade

Tropimix; brands like La Constancia, San
Jorge etc.

 Hint Products such as milk, butter, cheese, etc.

 Main Competition We observe that there is a leading brand

in Colombia that is fruity, because for
many years it has created a strong brand
with a lot of remembrance in Colombian
families, but they do not have jam of
arazá what represents for our company a
competitive advantage, the only national
company This product is offered by a
company from Caquetá called
MUKATRI, but it is not a well-known
brand, so far it is starting to offer its
products in large areas such as Carulla
and Carrefour.

8. PROJECT OBJECTIVES PRESENT TENSE

Describe the goal to be achieved in your Consolidate Mermeladas de Colombia

project. SAS, with its flagship product as the
number one regional and national level, to
provide employment and development to
the communities, with the purchase of raw
materials and the generation of
employment. Locate the company as one
of the 5 producers of the country of
canning on a large scale and with the
hygiene guidelines required by law.

9. MARKET RESEARCH PRESENT TENSE

Explain the market research you have made in A segmentation was performed as
your project: which are the latest changes of follows: Demographic Segmentation:
consumers and the target public? Men and Women Buyers between 5 years
and older. Consumers men and women of
all ages of strata 1, 2, 3, 4, 5 and 6
Geographical Segmentation: Initially
 covering in the city of Villavicencio
(Meta), with a market size of 600,000
people, with a warm climate that does not
exceed 32 °. Psychographic segmentation:
High class, medium high, medium and
low average, people who like healthy,
natural and good tasting products.
Segmentation Use / consumption: Usually
in Colombian homes they buy jam once a
month, but in Villavicencio they usually
buy weekly, however they can buy
additional but of different flavors, being
their frequency of daily use in breakfasts,
ounces or food , the most frequent places
of purchase are shops and small
neighborhood supermarkets and as a
second option the chain stores. Every day
the markets are changing, they have new
tastes, new diseases are born that make
preserves are forbidden by doctors,
children who previously consumed jams
now no longer do so because their parents
no longer have the money to include this
product in the family basket.
10. SCHEDULE PRESENT TENSE

Include the distribution channels for the

products of your project:

 Direct With the popularization of the internet

and the settlement of electronic
commerce, distribution channels have
undergone the logical changes for
adapting to new technologies and
digitalization. This has caused the
approach between manufacturers and
consumers, blurring the participation of
the different distributing agents, but
traditional channels continue to exist and
work.
Own or direct channel: The company
itself Tropimix Marmalades of Colombia
SAS manufacturer is responsible for
getting your product to the final customer
without intermediaries. Therefore, it does
not delegate storage, transport or
customer service processes. For example,
 the HP product company is responsible
for the distribution of its own products.
Because the transport companies in many
cases are not ready if not to transport and
deliver but at the time of leaving high the
good name of the company that owns the
product they are carrying do not know
what it is, in other situations delivered in
poor condition the product or let it hurt
because they do not care if not their goal
is to deliver and already. In other
situations, the non-fulfillment of delivery
can be presented on time, causing
inconvenience to customers, leaving the
good name of the company wrong.

 Indirect
Indirect channel A distribution channel is
usually indirect, because there are
intermediaries between the supplier and
the user or final consumer. The size of the
distribution channels is measured by the
number of intermediaries that form the
path that the product travels, as transport
companies, private individuals that exege
this work of freight transport.

11. COMPANY INFORMATION PRESENT TENSE

Name of the company Mermeladas de Colombia SAS
Trade’s name Production and Marketing
Company’s activity Direct sales of jams to fixed customers and the
public in general.
12. COMPANY HISTORY PRESENT TENSE
History of the company in detail Advertising Mermeladas de Colombia SAS; founded in
has been traditionally done? February 2014, the result of an entrepreneurship
project and with its own resources, in the course
of the market study has been developed to
identify the niches of the market. carrying out
Marketing processes in chain Supermarket,
shopping centers through tastings and product
exhibition in stand of markets which have great
affluence of people.

Exhibitions in chain markets, POP advertising,

What kind of advertising and what issues were spoken and written. there were economic
addressed? problems, because of the cost of the guidelines
in radio and press, the competition has
 advertising on television which makes it a
problem for Mermeladas de Colombia SAS
because they do not have enough resources to
get to schedule on television, which makes it a
problem for the company.

The objectives were; publicize the product to

people and places which were not impact on the
What were the objectives of previous launch of the product, plant the product, seek to
campaigns? obtain acceptance among people who have not
been able to comvencer sales of comsumir
Tropimix marmalade.

Tropimix jam; It is a fruit based preserve like

What are the characteristics of your product or
service?
passion fruit and pineapple, without artificial
preservatives, yellow color, rich in water in the
same fruit, rich in vitamins E, endulsed only
with the sugar of the fruit. that's why it's said to
be 100% natural.

It is in a challenging position, because it is

second in the market by 80% and 20% is leader,
first, fighting for first place with the
What is the current position of your product in competition that has been in the market for
the market? years.
13. THE PRODUCT OR SERVICE PRESENT TENSE

Description of the product or service with all its

features:
 Physical (if it has) Mermelas Tropimix is a product in presentation
of 250 grams, packaged in a bottle that after
consumption is for glass for the kitchen of the
homes, its yellow color comes from the
combination of passion fruit and pineapple, its
flavor is pleasant because it is only endued with
the sugar of the fruit.

 Chemical characterization (if it has)
Nectar is a product made up of juice and fruit
pulp, these must be free of foreign matter and
flavors,
They have a uniform color and smell similar to
that of the respective fruit. With the objective of
characterizing fruit-based nectars of
milky, passion fruit and pineapple. The
parameters studied were: content of
vitamin C, reducing sugars, titratable acidity
and acceptability.

Carton box of 50 by 30 centimeters by 10 high,

 Packaging (if it has) contains 24 jars of Tropimix jam of 250 Grams.
 The parchita known in many countries but
maracayá in others, is a fruit that contains
 Benefits water, fiber, abundant caloric value, vitamins of
various types A, B and C among others also
minerals such as potassium, phosphorus, iron,
thiamine, riboflamina etc. Reduces the risk of
hypertension, pineapple is excellent for this
because one cup of pineapple contains one
milligram of sodium and one hundred ninety-
five milligrams of potassium.

Marmalade Tropimix has 4 years in the market,

started as a strange product occupying 60% in
the canned market, 4 years later it is a product
 Trajectory (how long was it released). that occupies 80% and 20% occupies the first
place in large markets.

The purpose of the additives is to maintain and

preserve the quality of the product, to ensure
 Legislation safety and health, to increase or maintain
nutritional value, to contribute to conservation,
to improve functional properties (for example,
their availability outside temperature), to
promote the acceptance of consumer (enhancing
flavors and colors) and facilitate the preparation
of the food. However, each additive carries a
risk to health, often verifiable only in the
medium and long term. The risk of an additive
lies mainly in its toxicity, mainly related to the
amount that is added to the food and its
carcinogenic or toxic effect. The additives are
allowed for addition according to the
regulations established for their use.
In addition there are other additives whose
toxicity is not completely clear, is the case of
aspartame-type sweeteners, or dyes that
according to studies have come to generate
alterations in people.
Brix degrees to which the product should be
kept maximum; 68-72.
Add maximum: Sorbic acid 25mg / kg weight,
Benzoic acid 5mg / kg weight, L-Ascorbic acid
15mg / kg weight, Pectin 10%. According to the
NTC standard, for jams.

6 months from the day of its preparation.

 Ifecycle
 14. 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 )
15. BUDGET
It’s the money assigned to the project.
16. 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
PRESENT TENSE
1. Being a new company, its participation in the
market is low.
2. Low business experience within the sector.
3. In sales, growth is very slow because it is a
new product in the market.
1. The growing demand for natural and
traditional products.
2. Customers is willing to try new products. 3.
Strategies at the points of sale.
1. Manufacturing is easy to prepare.
2. It is a market niche.
3. The Tropimix marmalade is a 100% natural
product and has a high nutritional content.
4. Product of massive and permanent
consumption.
1. The competition between strong brands
positioned and with fixed clients.
2. Aggressive advertising between
competitions.
3. Increase of raw material for production.
PRESENT TENSE
The money assigned to the project is $
280,000,000, own contributions and bank
financing.
PRESENT TENSE
Person or organization that makes effective use
of a certain product or service and that entails
the supply of a good. These are the consumers
advertisers target in their mass media
advertising campaigns.
The "REAL" client is the one for which you
have worked (he has not worked with you), for
many years.
That is the loyal customer, he makes the orders
to you, there is confidence he does not look for
another supplier but you.
 product or who will be the consumer in
the future.
Describe the profiles
 Demographic profile
 Geographic profile
 Psychographic profile
17. COMPETITION/POSITIONING
Describe the type of competition your product
or service has:
 Direct
The potential client is one of the fundamental
aspects that is always taken into account in any
economic entity, because in them lies the
opportunity for growth and development.
The potential client is any person who can
become a buyer (the one who buys a product),
user (the one who uses a service) or consumer
(the one who consumes a product or service),
since it presents a series of qualities that they do
it prone, either by needs (real or fictitious),
because they have the right profile, because
they have the economic resources or other
factors.
Result of image so that it is a profile
demográficowww.scribd.com
A demographic profile is a set of estimators,
tables and graphical representations that
succinctly summarize the state of a population
(or population structure: characteristics of its
members and spatial distribution for the
moment evaluated) and the processes of growth
or decrease.
Geographical segmentation refers to the
division of the market taking into account the
geographical differences between one place and
another, when distributing the products or
services. Geographic segmentation helps to
collect and analyze information according to the
physical location of the people.
Result of image so that it is a Profile
psicográficoes.slideshare.net
Transcript of consumer's psychographic profile.
It is an attribute which serves to segment the
market and divides the buyers into different
groups based on their social class, lifestyle or
personality characteristics. Values Personality
Consumer Lifestyle Activities.
PRESENT TENSE
The right competition of Marmalade Tropimix;
brands like La Constancia, San Jorge etc.
Products such as milk, butter, cheese, etc.
  Hint
 Main Competition
18. PROJECT OBJECTIVES
Describe the goal to be achieved in your project.
19. MARKET RESEARCH
Explain the market research you have made in
your project: which are the latest changes of
consumers and the target public?
We observe that there is a leading brand in
Colombia that is fruity, because for many years
it has created a strong brand with a lot of
remembrance in Colombian families, but they
do not have jam of arazá what represents for our
company a competitive advantage, the only
national company This product is offered by a
company from Caquetá called MUKATRI, but
it is not a well-known brand, so far it is starting
to offer its products in large areas such as
Carulla and Carrefour.
PRESENT TENSE
Consolidate Mermeladas de Colombia SAS,
with its flagship product as the number one
regional and national level, to provide
employment and development to the
communities, with the purchase of raw
materials and the generation of employment.
Locate the company as one of the 5 producers
of the country of canning on a large scale and
with the hygiene guidelines required by law.
PRESENT TENSE
A segmentation was performed as follows:
Demographic Segmentation: Men and Women
Buyers between 5 years and older. Consumers
men and women of all ages of strata 1, 2, 3, 4, 5
and 6 Geographical Segmentation: Initially
covering in the city of Villavicencio (Meta),
with a market size of 600,000 people, with a
warm climate that does not exceed 32 °.
Psychographic segmentation: High class,
medium high, medium and low average, people
who like healthy, natural and good tasting
products. Segmentation Use / consumption:
Usually in Colombian homes they buy jam once
a month, but in Villavicencio they usually buy
weekly, however they can buy additional but of
different flavors, being their frequency of daily
use in breakfasts, ounces or food , the most
frequent places of purchase are shops and small
neighborhood supermarkets and as a second
option the chain stores. Every day the markets
are changing, they have new tastes, new
diseases are born that make preserves are
forbidden by doctors, children who previously
consumed jams now no longer do so because
 their parents no longer have the money to
include this product in the family basket.
20. SCHEDULE PRESENT TENSE

Include the distribution channels for the

products of your project:

 Direct With the popularization of the internet and the

settlement of electronic commerce, distribution
channels have undergone the logical changes
for adapting to new technologies and
digitalization. This has caused the approach
between manufacturers and consumers, blurring
the participation of the different distributing
agents, but traditional channels continue to exist
and work.
Own or direct channel: The company itself
Tropimix Marmalades of Colombia SAS
manufacturer is responsible for getting your
product to the final customer without
intermediaries. Therefore, it does not delegate
storage, transport or customer service processes.
For example, the HP product company is
responsible for the distribution of its own
products.
Because the transport companies in many cases
are not ready if not to transport and deliver but
at the time of leaving high the good name of the
company that owns the product they are
carrying do not know what it is, in other
situations delivered in poor condition the
product or let it hurt because they do not care if
not their goal is to deliver and already. In other
situations, the non-fulfillment of delivery can be
presented on time, causing inconvenience to
customers, leaving the good name of the
company wrong.

Indirect channel A distribution channel is

 Indirect usually indirect, because there are
intermediaries between the supplier and the user
or final consumer. The size of the distribution
channels is measured by the number of
intermediaries that form the path that the
product travels, as transport companies, private
individuals that exege this work of freight
transport.