FORMATO BRIEF ”campaña publicitaria”

MARIA VERONICA BARRERA CARVAJAL

ISNTRUCTORA:
LILIANA SOLARTE NAVARRO

SERVICIO DE APRENDIZAJE SENA

TECNOLOGO EN GESTION DE MERCADOS
AMBIENTE DE FORMACION VIRTUAL
2019
 COMPANY “ PORQUINITOS “

Innovation: the best PORQUINITOS porous meat

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?
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?
PORQUINITOS of Colombia sas
production and marketing of pig carns
to fixed and public customers in
general
PORQUINITOS from Colombia SAS;
Founded in February 2017, the result
of an entrepreneurial project and with
its own resources, in the course of
the market study it has been
developed to identify the niche
markets.
Marketing Processes in Supermarket
Chain, shopping centers through
tastings and display of products at
market booths that have a largue
influx of people.
Exhibitions in chain markets, POP
advertising, spoken and written.
There were economic problems, due
to the cost of radio and press
guidelines, the competition has
advertising on television, which
makes it a problem for
PORQUINITOS of Colombia SAS
because they do not have enough
resources to program it on television,
which makes Es A problem for the
company.
The objectives were; make the
product known to people and places
that had no impact on the product
launch, plant the product, seek
acceptance among people who have
not been able to sell pork wine sales.
Pork is very lean, most fats, proteins,
potassium, iron and selenium. In
addition, pig meat is one of the most
efficient productions due to the
precocity of the animals, their short
reproductive cycle and the great
capacity of transformation of the
nutrients.
Among the factors that have been
especially favored: the price is

3. The product or service Description
of the product or service with all its
factures:
 Physical (if it has)
 Chemical characterization (if it has)
 Packaging (if it has)
 Benefits
Trajectory (how long was it
released)
accessible compared to its
counterpart and greater consumer
confidence as a healthy source of
animal protein. However, by 2016,
global consumption of this product is
expected to decrease marginally at
an annual rate to reach 108.9 million
tons.
Pork is an essential food at all stages
of life because it contains a high
content of proteins of high biological
value and provides various minerals
such as potassium, phosphorus, zinc
and iron, in addition to the source of
vitamins of group B such as B1, B3,
B6 and B12.
Meat and meat products have several
manipulations before reaching the
final consumer; Therefore, it is
important to correctly choose the
method of preservation and use the
processes to pack fresh meat and
meat products are: air permeable,
modified atmosphere and vacuum
packaging.
During childhood, pork provides
proteins necessary for the proper
development of bones.
It facilitates digestion and helps the
normal functioning of the immune
system.
It contributes to the proper
maintenance of oral health.
In pregnancy and lactation, pork is
ideal to help meet nutritional needs
because of its protein, mineral and
vitamin content.
It is ideal for athletes because of its
protein content, and its contribution of
 vitamins of group B helps reduce
fatigue and fatigue and its minerals
 Lifecycle contribute to the functioning of
muscles

Birth
Lactation: The piglet at the moment it
is born goes through 12 vital hours for
its growth.
Weaning: Piglets move on without
protection or maternal food, which is
a traumatic experience for them.
Fattening: After 2 months of life the
pigs are fed artificial feed designed to
fatten in the shortest possible time.

Animal sacrifice area.

final product: After death, the bodies

of animals are processed and
converted into the parts we see in
 Legislation supermarkets.

Commission Regulation (EU)

4. SWOT matrix (Strengths,
Weaknesses, Opportunities and
Threats)
 Weaknesses (they are internal to
the company)
1137/2014 of October 27, 2014
amending Annex III of Regulation
(EC) 853/2004 of the European
Parliament and of the Council as
regards the handling of certain animal
offal destined for human
consumption.
WEAKNESSES
 Lack of incentives and
motivation in the winners.
 Absence of presence in social
networks or ignorance of its
possibilities.
 Only one product line is
available (Popular) Product
range,
Only 3 types of products are offered.
 Under knowledge in
negotiation techniques with the
 members of the sector.
 Need for large investments in
machinery equipment.
 Distribution in hotels,
barbecues and restaurants.

 Opportunities (they are external,

what the sale opportunities are) OPPORTUNITIES
 Expansion to the national and
international market thanks to
the benefits provided to the
sector.
 Creation of different product
lines and brands for different
niche markets. Research and
introduction of new
technologies to increase
volume and productivity.
Maquila service for companies
in the sector that do not
produce at competitive prices.

 Alliances with restaurant

chains and product
distributors.
 Strengths (they are internal )  Time of bonanza in November
and December. Sale of
Christmas products

STRENGTHS
 Positioned brand of the stand.
 Facility location
 Threats (they are external )  Trained and knowledgeable
personnel on traffic
proceedings
Excellent alternatives in services with
very competitive rates in the market.

Threats
 Market acceptance of a new
brand proposal.
 Price fluctuation in imported
raw material
 Market introduction of new
brands with low prices.
 Shortage of trained personnel
in the management of the

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
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
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.
technology used in the plant.
 Few maintenance providers in
the sector.
 Introduction of products of
leading brands in the niche of
interest.
The money allocated to the project is
15,108,750 million.
The "REAL" customer is the one for
whom he has worked, for many
years.
The "POTENTIAL" customer is the
one who is seducing you to buy from
you. It already has echo offers of
sales with this sea that customer
Demographic and Socioeconomic:
That corresponds to the qualities
related to their gender, age, race or
ethnicity, marital status, level of
education, income level, place of
residence, type of neighborhood and
household composition.
Geographical
Attributes related to the geographical
area in which they reside and work,
such as state or county, number of
inhabitants, population density,
climate, seasons.
Psychographic
The psychological profile translates
into one of them. It is a passage of
time, interests, political tendencies, if
the client is family oriented, if it is a
fashion and a follower of trends.
Direct or first degree competition:
products that operate in our same
market, with identical distribution
channels, with the same or similar
products and that target the same
profile of potential customers
 Successfully perform the work
of the company, and be able
to offer a service and
 products of the highest
PORQUINITOS, with a very
demanding control of raw materials
What gives the company a high
added value, also with excellent
Sanitary and environmental
management, which ensures product
safety.
 Develop a brand of meat
products in order to innovate
and brand.
difference with the other companies
in the way of developing the
Products, and the variety of them.
9. Market research KIND OF INVESTIGATION
Explain the market research you have For the development of the project it
made in your project: ¿which are the is an applied type investigation to
latest changes of consumers and the which we approach: tastes, nutritional
target public? preferences, food and population
costs and the average product of
degree of acceptance.
10. Schedule Include the distribution In the company PORQUINITOS we
channels for the products of your use a selective distribution and an
project: indirect channel because we need
 Direct intermdiaries
 Indirect