C-J STORE BREAFING

You want to carry out an advertising campaign in the c-j store in order to attract more
customers, improve the image, create positioning and enter the market strongly.

Problem

Low sales due to the low positioning

of the store in the market, as it has strong

competition.

Situational analysis of the Store

Tienda C-j began its activities in the market in 1990 in the Miramar neighborhood of
commune 13 of the city of Ibagué, south of the capital. Successfully influencing the sector
with a distinguished and loyal clientele to the store, its geographical location is very well
positioned, being central to the view of all the people who walk daily. You can find
products of the family basket very varied and of excellent quality, recognized for its good
customer service, since over the years it has been positioned as the best in the sector as
well as the oldest.

The Cj Store intends to position itself as the leading store in the south of the city in
marketing of basic necessities, such as: meats, chickens, fresh vegetables of all kinds,
cleaning products, grain, liquors, dairy products, pharmacy products from first necessity
and other basic articles easily accessible, being able to find everything you need in one
place.

Currently it has been improving its internal and external image, also the positioning of the
products, since previously there was no order and visually it did not attract its customers.
The store does not have its own brand such as a good logo that represents it, it does not
have strategic advertising, or addresses in the sector. The staff does not have a uniform
but they use what they see fit, nor do they have any kind of customer service or food
handling course, thus doing their work empirically.

Consumer

The consumers of the sector who buy the products of the Store have been varying as the
years go by, since it is an area of all kinds of people, but above all represented by very
stable families who buy products for their daily consumption, such as items sold by the Cj
Store. Stay-at-home mothers are very commonly seen in this area.

It is intended that these people have the products that they need every day, also giving
them a pleasant experience in the store, differentiating it from others, that going for their
daily products is easy, pleasant and wanting to return quickly, satisfying them in
everything that they need in one place, as well as different product options and brands.
May customer service provide you with a friendly and pleasant time.

That is why the C-J Store when providing a face-to-face service to acquire the products
must be more careful in its attention, since the perspective that customers have with
continuing to acquire the products in this place depends a lot. Sellers become the face of
the store

Competence:

Currently, different types of stores are coming onto the market in the commercialization of
these products, which have been located in this sector, such as Fair and Good.

That it has been positioning itself in such a way that the C-J Store must evolve at the
same time. Well, this is a very strong competitor in the area. Despite this, customers have
been arguing that the products of that brand are not as good as those of the CJ Store, in
addition to the loyalty they already have for the brand, in the same way for buyers who
have not yet become loyal. to the store, it is easy for them to simply go and buy their
products at Fair and Good, that is why the Store must implement strategies that allow
potential customers to prefer to buy their products there. It is their most direct
competition, since the different stores in the sector do not compete strongly.

Mission

Satisfy the consumer needs of items from

the family basket of the inhabitants of the

Miramar neighborhood and its surroundings,

offering quality products, good prices,

and excellent customer service.

View

In the year 2023, we will position

ourselves as the Leading Store in the

market in the south of the city of Ibagué in

marketing high-quality family basket products,

cataloged as the best in

providing a fast and efficient service.

General objective

To achieve a position in the Miramar neighborhood of the city of Ibagué as a leader in the
commercialization of basic products of excellent quality from the family basket, with
excellent customer service.

Specific objectives

• Describe the current situation of Store C-J using the SWOT matrix

• Design objectives, strategies and tactics to achieve the established goals.

• Describe the methodology that will be carried out for the elaboration of the established
strategies

• Evaluate the expected results with the chosen strategies.

Target Markets:

• Residents of commune 13 of the city of Ibagué between 15 and 80 years old, with
incomes from 1 to 3 SMLMV.

• People from any part of the city who wish to purchase our products.

The expectations that buyers have regarding the campaign are very positive since nothing
similar has ever been done before.

On the other hand, the budget must be taken into account since this is a very important
factor to carry out everything planned and implement marketing strategies. In addition,
having carried out a correct market research and thus knowing the specific segment and
direct competition to take into account.

The C-j store has a budget of 2,000,000 for the advertising campaign.

The duration of the advertising campaign will be for a period of 1 month. It will be
carried out through radio spots, posters, social networks, web pages, voice to voice.