AP09-EV04-? Formato brief - Campaña publicitaria en ingles?

Tecnólogo en Gestión de Mercados

– Sena 2021
 COMPANY PRESENT TENSE
INFORMATION

Name of the company Trade’s name Mermeladas de Colombia SAS

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
previous campaigns?
Production and Marketing Direct sales of
jams to fixed customers and the public in
general
PRESENT TENSE
Mermeladas de Colombia SAS; founded
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.
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.
of
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

What are the characteristics of your
product or service?
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)
• Packaging (if it has)
comsumir Tropimix marmalade.
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%
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 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.

• Benefits
 
 
Trajectory (how long was it released).
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
potassium.
Marmalade Tropimix has 4 years in
the

• Legislation
market, started as a strange product occupying
60% in the canned market, 4 years later it is a
product 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 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
• Ifecycle 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)
1. Being a new company, its
Weaknesses (they are internal to the participation in the market is low.
company) 2. Low business experience within the
SECT0R

Opportunities (they are external, what In sales, growth is very slow because it is a new
the sale opportunities are) product in the market.

The growing demand for natural and traditional

products. Customers is willing to try new

Strengths (they are internal)  products. 3. Strategies at the points of sale.

1. Manufacturing is easy to prepare. 2. It is a

market niche.
The Tropimix marmalade is a 100% natural
product and has a high nutritional content.
Product of massive and permanent
consumption.

The competition between strong brands positioned

Threats (they are external) and with fixed clients. Aggressive advertising
between competitions.
Increase of raw material for production.

5.BUDGET PRESENT TENSE

It’s the money assigned to the project The money assigned to the project is $
280,000,000, own contributions and bank
 financing

6.CONSUMER/TARGET AUDIENCE PRESENT TENSE

Describe the three types of consumers

• End consumer: The person who Person or organization that makes effective use
consumes the product, but of a certain product or service and that entails
doesn’t decide on the purchase. the supply of a good. These are the consumer’s
advertisers target in their mass media
advertising campaigns.

The "REAL" client is the one for which you have

• Real consumer or objective: worked (he has not worked with you), for many
The years.
 person who make the That is the loyal customer, he makes the orders
to you, there is confidence he does not look for
purchase decision. another supplier but you.

• Potential Consumer: The

person who has a provisional
contact with the
 product or who will be the
consumer in the future.
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

Describe the profiles
• Demographic 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
• Geographic profile
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
• Psychographic profile characteristics. Values Personality

Consumer Lifestyle Activities.

7 COMPETITION/POSITIONING PRESENT TENSE

Describe the type of competition your

product or service has:

The right competition of Marmalade

• Direct
Tropimix; brands like La Constantia,
San Jorge etc.

Products such as milk, butter, cheese, etc.

• Hint
We observe that there is a leading
• Main Competition 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, b u t i t i s n o t a
 w e l l -known
 brand, s o f a r i t i s s t a r ti n g t o o ff e r
i t s  products in large areas such as
Carulla and Carrefour.

8 PROJECT OBJECTIVES
PRESENT TENSE
Describe the g o a l t o b e a c h i e v e d i n y o u r
project. 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.

9 MARKET RESEARCH PRESENT TENSE

Explain the market research you have
made in your project: which are the latest
changes of consumers and the target
public?
A segmentation was performed as follows:
Demographic S e g m e n t a ti o n : 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 600,000people, 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

f o r the
 products of your project:
With the popularization of the internet
• Direct 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,

HP product company is responsible for the

• Indirect 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
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.