AP05-EV03 diseño del producto o servicio

Producto:

Suero facial

Anyela Maria Niño Giraldo

Gestión de mercados

Servicio nacional de aprendizaje

SENA

2022
 INTRODUCTION

the commercialization of the facial serum is a product for skin care that has
become necessary to have in dressing tables and purses when it comes to
hydrating the face, beauty stores are a market where we can enter since it is
extensive and evolving, without However, to achieve a good impact, all the
factors that influence the market where you want to innovate must be taken
into account.

In the following work, the design of the product in which we are working will
be considered, which is the commercialization of the VIOLET facial serum, for
this it was necessary the bases of our research of the design of the strategic
plan since thanks to this the product can be optimized and offered in the
quality that the public wants.

To obtain the precise data, the designated technical sheet will be made and
we will evaluate the life cycle to which our project is subject.

OBJECTIVES
Conclude the design of the product through the studies carried out
previously to obtain the perception and of the public with the product that is
offered.
 Phase 1. Preparation of the technical file of the product or service.

Product name violet facial serum

Mark violet

Aloe vera barbadensis juice,

caaprylic/capric triglyceride, decyl oleaate,
vitis venifare distillate, c12-20 acid peg-8
Composition ester, cetaryl ethylhexanoate, propylene
glycol, octyl methoxycinnamate,
benzophenone-3, cera alba,
Technical and triethanolaminr, imidazolidinyl urea,
organoleptic parfum, lecithin , allantoin, tocopherol.
characteristics of the
Emollient touch cosmetic cream
product
appearance and White color, floral fragrance.
color

packing Carton box

Label Front with logo and back with technical

product information

Container Glass container, cylindrical in shape that

has a certain thickness and foaming pumps

Packaging 12 units

Dimensions 12cm high, 4cm wide and 3cm in diameter

at the base

presentation 60, 120 y 240 ml

amount Its volume is 1.5 ounces and its weight is

45 gr.

Useful life 24 months

 Indicated for skins that need special care
and protection. Prevents oxidation,
Additional Information
activates cell regeneration.

Product name violet

Product characteristics Moisturizing components-facial
serum
Type of service cosmetic
service regulation The provisions contained in the
product regulate the sanitary, quality
control and sanitary surveillance
regimes in relation to the production,
processing, packaging, sale, import,
export and marketing of cosmetic
products.
Name of the service For exclusive use of face and neck,
this product has as a priority the
reduction of dryness and premature
aging in the face.
Location Colombia
How to use Apply it on the face previously clean
of makeup for a better result in the
morning and at night.

Phase 2. Elaboration of the prototype of the product or service.

A. Specify the tastes and needs of customers

The clients of the violet facial serum are mostly women who are
distinguished by the following needs and tastes when making the choice in
their purchases:

 quality of product components

  hygiene and safety in manufacturing
 security in your application
 economy
 benefit guarantee
 products at hand and in the comfort of home
 social responsibility

B. fully define what will be designed (materials, techniques, among

others)

The components that will be used to make the serum are carefully selected
and approved so as not to cause rebound effects on the skin.

 SPF_____________________25%
 AHA (alpha hydroxy acids)___5%
 Retinol__________________15%
 Antioxidants______________5%
 Peptides_________________2%
 hyaluronic acid____________0,3%
 SPF/FPS__________________50

C. Build your prototype from a sketch

 D. Carry out market tests. (describe the aspects evaluated)

What experience have you had violet facial serum?

EXCELENTE
BUENA
10
MALA
PESIMA

What do you think of the customer service of the violet facial serum
advisors?

EXCELENTE
MALA
BUENA
PESIMA

15
How do you like the prototype of the violet facial serum container?

EXCELENTE
BUENO
MALO
11 PESIMO

According to the questions made to a group of 20 store customers, since it

was not possible to get a larger group, the conclusion is that they have had a
good perception of the store, but there is still a lot to innovate to attract
more customers.

E. Create a Final Sketch of the Prototype: Incorporate what's new into

the final design. That is, correct possible errors and finalize the
prototype (ready for production). (include the image of the final
prototype of the product or the description of the service)
Packaging presentation: subtle, delicate and cosmetologically attractive for
those who want the facial serum.

ESLOGAN/SLOGAN

Generally, the use of the slogan is closely linked to the brand logo, but this is
not a rule.

Phase 3. Creation and development of the brand

1. identify the name and brand characteristics that differentiate you

from your competitors
 Easy to read and write.
 It has remembrance because of the relationship with the name.
 The slogan reflects the uses and benefits of the product.
 The name is related to the product.

2. Identify the potentialities and strengths of your company's product or

service and, based on this, define the qualities and characteristics
that your brand must have.
Potential:

The brand is of a mixed type, nominative and figurative and a natural,

ecological and, above all, national product.

Strength:

Our product is of excellent quality as advertised which helps us gain

credibility from our customers

3. select the names of the products or services according to the identity,

the image, the guarantee, the market segments and the results of the
investigation

Our violet facial serum product with its component product aims to
represent the priorities of hydration, offering excellent quality and a
lot of softness for the face, since the main component of our product
has great benefits for skin care.
4. Design the brand and the name of the products or services of your
company, taking as reference the symbols, signs, texts and colors
established in the policies and objectives of the community.

We want to communicate to the client through the image in delicate

silhouette of the face security and delicacy, the background is white and the
letter is black. The white color that denotes purity, transparency and diffuses
light was used, the gray color that is associated with power, elegance,
secrecy and mystery, is focused on highlighting the objective of the product
and its benefits.

Name: violet facial serum

Slogan: naturally youthful skin

Logo: clean and contoured face

The brand is easy to write, remember and memorize, it has a logo related to
the product and reflects what we want to achieve with the benefits of the
product.

5. establish the main technical, legal and market aspects that must be
taken into account for the creation of the brands of your products
and services

A trademark is a distinctive sign that indicates that certain goods or services

have been produced or provided by a specific person or company. Its origin
dates back to antiquity, when artisans reproduced their signatures or
"brands" on their utilitarian or artistic products. Over the years, these
trademarks have evolved to form the current trademark registration and
protection system. The system helps consumers to identify and purchase a
product or service that, due to its character and quality, indicated by its
unique brand, suits their needs.

A registered trademark gives exclusive use of that name, allowing its owner
to:

 Create a "brand value" (goodwill), an intangible asset for the company.

 Grant licenses, franchises and obtain royalties.
 Stand out from the competition.
  Protect yourself against third parties who are using the same or similar
name, exercising the corresponding legal actions.
 Protect the domain name on the internet.
 Prevent others from trying to register a mark similar to yours.
 Have priority over third parties who want to register your trademark,
in countries in which you do not have it registered.

Trademarks may consist of words, letters, numbers, drawings, images,

shapes, colors, logos, figures, symbols, graphics, monographs, portraits,
labels, emblems, shields, sound, smells or combinations of these elements.

The purpose of the feasibility study is to reduce the probability of opposition

or rejection. However, in the event of opposition or rejection, it is
recommended to seek advice from an experienced lawyer on the subject of
industrial property.

In particular, the following signs or means may constitute a trademark:

 Letters, figures and their combinations, for example BBVA, liquor 43 or

S-3.
 Three-dimensional shapes, including wrappers, containers, the shape
of the product or its presentation.
 The sounds and smells that can identify a product.
 Any combination of the signs or means that, by way of example, are
mentioned in the previous sections.

6. carry out the registration of each of the trademarks in accordance

with the steps established by the institution in charge of this process

Online consulting service: sometimes users have thousands of questions

regarding products and services. So the companies implement these
strategies of advice to the client.

Create and keep updating a blog: the articles must include tips, tricks and
information that guide your visitors in that sea of options. At the SEO level, a
blog also helps them to give more relevance to the web and compete in the
SERP's along with other brands.

Step 1: meet.

What is a brand?

What can be registered as a brand?

Step 2: check the ASO trademark history.

Before submitting an application, it is advisable to carry out a trademark

background check to find out if there are similar or identical trademarks
registered or in process that may hinder the registration of your trademark,
since during the registration process the requested trademark may be denied
by another that has previously registered by a third party.

Step 3: classify the products and/or services.

The Nice International Classification is a classification of goods and services

that is applied for the registration of trademarks. It is necessary to make an
adequate choice of the classification of the products or services that you
want to identify with the brand.

Tools that facilitate classification:

MSG product and service manager

TM CLASS

Step 4: submit the application.

You can submit the request electronically or physically:

Electronic filing: virtual office of industrial property SIPI.

Physical presentation: points of attention information and documents that

the registration application must contain.
Step 5: follow-up of the procedure.

The processing of a trademark application must comply with a series of

formal filing requirements, deadlines for the different procedures,
publications in the official gazette, payment of fees, etc. For this reason, the
applicant needs to know the current legal regulations (decision 486 of 2000
and single circular of the superintendence of industry and commerce. title x)
and carefully monitor the process, so as not to breach the established steps.

 Build your company's promotion, advertising and sales strategies.

To achieve recognition in the violet facial serum brand, we can help ourselves
with social networks.

The main and current purpose would be to integrate ourselves into social
networks. a campaign with a specific objective and integrate the actions in
our different networks such as Facebook, twitter, Instagram and Youtube, in
the following way the content that is shared on each platform is different, it
is thought creatively and through publications, videos, phrases,
questionnaires.

An excellent and profitable idea would be to create a blog: by having a blog

you will be able to share with users more detailed information on topics of
interest such as tips for skin care.

Customer participation: it is an excellent way to involve them, plus we all like

to express our opinion then ask them how satisfied they are with the
product.

Alliances with web influencers: there are countless blogs on the internet
about hair care, makeup and fashion, we interact with the best known and
best positioned to talk about the brand

7. Evaluate the compliance and effectiveness of the promotion,

advertising and sales strategies through surveys and interviews with
the client and identify the actions that generate trust and credibility
in the client.
Large cosmetic brands such as AVON leave their mark around the world for
such a great reception in the market.

The brand's discourse must be consistent and aligned in both worlds: offline
and online. The client does not care where the message comes from, what he
asks for is consistency in it. The brand is essential for differentiation, being
essential for the success or failure of a business project.

The product is forgotten, the experience is not, and this experience is the
path to the viability and stability of the company.

Phase 4. Characterization of the phases of the life cycle of your product or

service.

Description of the characteristics of each of the phases of the life cycle of the
product or service chosen in the training project: characteristics related to
clients, competitors, technologies, installed capacity, sales volume, cash flow,
production costs, level of growth and research and development.

To validate if we have competitors where we call it Top OF mind in the

market, they are brands that just by naming them are recognized and
understood for excellent products used by the majority of Colombians for
their high range of products, of which we have as an example:
Strategic introduction Increase turbulence maturity slope
factors
demand slow growth More than Increase Whey Decrease
promotional component
growth stability
consumers innovators early majority All potential Very special
consumers segmental segmentation
market
Profits positives rising Decreasing tall low and
Rate negative
Increasing
Competence Varieties of economic Concentration Fidelity survivors
cosmetic brands ticket
Market demand developing Build VIOLET
brand loyalty Take care of
strategy development brand loyalty each segment
for a better
quality of
facial serum
Product Technical and good Organize Modify Reduce
commercial production packaging component
improvement later by color for
difference
Distribution selective intensive intensive selective specialized
Price under Discrimination under stable and
by segments low
supply Test product and brand- advertising fidelity informative
reinforcement informative oriented with creativity consolidation publicity
advertising promotion
 Strategies to implement in each of the phases

INTRODUCTION

In order for all illusion and hope that the company put in the launch of a new
product to have a positive response, the marketing professional must carry
out a timely and exhaustive follow-up of the following issues:
• We take out the product at a national level or test it in pilot areas

• The fixed launch price

• Hit the chosen channel for distribution

• Open the product to other channels

• We created a new team for its launch

• We put our best sellers

• We encourage the team to introduce

• We carefully choose the means of dissemination for its launch

• Help with internet and social media

INCREASE

Once the technical, commercial and communication efforts, typical of the

previous phase, including the turbulence, if any, have been overcome, the
product can be manufactured industrially and the market opens up, allowing
a gradual development of its sales. This phase is implemented.

• Vertical rise in sales

• Achieve high percentages in our potential market

• The manufacturing process is being perfected

• Efforts are made to increase production

• New competitors begin to appear in increasing numbers

• Possible appearance of treasury difficulties due to the great expansion

MATURITY

All product launch policies aim to reach this stage, whose main
implementations are:
• Make all possible extensions in the range

• Cost optimization

• Leadership policy, based on the aggressive pricing policy

• We reviewed the incentive policy

• Maintenance campaign or mass messages

• We intensify promotional campaigns

SLOPE

In the decline phase, the industry shrinks, sales decline and production is
concentrated in a few companies. The drop in sales is caused by
technological advances, the demographics of the customer group, changes in
customer tastes, changes in tastes and lifestyles and the appearance of
substitute products that better satisfy the covered need. In this phase we
implement:

• Try to stay as a leader in a smaller market

• Relaunch the product

• Change the image and improve the product

• Strong and strong marketing

Identification of those responsible for each of the phases

 •Introduction: marketing area, responsible for publicizing the product,

generating demand and expanding the market.
 • Growth: sales area, in charge of penetrating the market as much as
possible, and for this, advertising is usually the most effective tool.
 Maturity: production and sales area, responsible for creating price
competition, customer loyalty and highlighting the differences and
benefits of the brand.
  Decline: marketing area, in charge of pricing strategies, offers and
discounts.

Identification of the resources (human, physical, technological and financial

talent) to allocate in each phase for the implementation of the strategies

Human talent:

• Training and selection of personnel

• Remuneration or incentive plan
• Executive or individual development
•Politics and procedures

Physical resource:

• Adaptation of the spaces according to the work

• Work tools, stationery, chairs, desks, printers, etc.
• Energy, aqueduct and internet

Technological.

• Computers
• ERP systems
• Internet provisioning and licenses
• office

Financial:

• The cash
• Loans and deposits in financial institutions
• Foreign exchange and stock holdings
• Bonuses
Phase 5: monitoring of the life cycle of the product or service

Review the material of the study "characteristics of the life cycle of the
product and the service" and make a written report that contains the
monitoring plan of the life cycle of the product or service of the training
project. The report must contain the following:

Introduction

Organic natural products such as the violet facial serum have called the
attention of people who take care of time and many stages of the skin,
caused by the environment, age and the misuse of cosmetics, for a credibility
of the facial serum tends to be used between 18 and 34 years of age, an age
where the skin needs help from some products, whether natural or
composed of magical formulas that help the skin's elasticity and health.

Natural skin care products basically follow the same subcategory of products
as conventional ones: acne preparations, anti-aging, astringents, bath
products, deodorants, facial cleansers, skin care, fragrances, hand lotions,
etc.

Specific objectives:

Train each person to keep in mind everything related to selling the violet
facial serum, achieving customer loyalty in the databases and the reliability of
the great result of the skin.

Performs necessary publicity to promote the distribution and marketing of

the product.

General objectives:
Introduce the product to the national and international market, providing
credibility and effectiveness in the faces of many clients, achieving
recognition in the cosmetic sector.

Determine the importance of having an excellent image of our product in

front of active and potential customers, improving every day the
manufacturing, packaging and presentation processes of the easy whey.

With this we intend to maximize customer satisfaction and improve sales and
product turnover.

Justification:

The personal care cosmetic sector is an industry that allows adding value to
products from native biodiversity through its sustainable use. The demand
for the ingredients themselves does not require high volumes, but their value
for the product formulation is reflected in the price.

Expected results:

It is intended to reach the reliability of each client who uses or tries the violet
facial serum product, the market study basically consists of the
determination and quantification of demand and supply, the analysis of
prices and the study of marketing.

The main objective of this research is to verify the possibility of penetration

of violet facial serum in a given market. The market researcher, at the end of
a meticulous and well-conducted study, will be able to "feel".

Selling a considerable amount and promoting the quality of the product with
testimonials.

Techniques and technologies:

Technology advances every day more we could use the means of

communication such as social networks.
• Free Websites
• Professional websites
web advertising • Web positioning tools
• Mobile optimization
 • Facebook, twitter, Google+, Linkedin,
Foursquare, Intagram, pinterest, youtube, etc.
Social networks

• Direct mailing
• Massive mail
Email marketing

Schedule of activities:
Do activities other than the facial serum project.

Schedule of activities

Name student Time activity phase time

Anyela Maria Niño Giraldo 10:00 Service Phase 1 Time has

am a Product Phase 2 been
8:00 Design Phase 3 determined
pm Phase 4 to carry out
Phase 5 the project
for
different
schedules.

Conclusions:

Determine the importance of having an excellent image of the product in

front of active and potential customers, improving every day the
manufacturing, packaging and presentation processes of the facial serum.

 Observing that our product is well received by customers, that it

satisfies purchase needs and that we can turn it into a leading
 brand, we want to grow and be the best-remembered company
for quality and benefits in the country.
 With this process of creativity, the aim is to go far with sales and
how attractive the product will be.

Financing:

To carry out this project, it is necessary to have economic resources that lead
us to manage every detail.

For this product we need around $100,000 million pesos, used to buy
materials, personnel specialized in every detail of the product, operating
personnel, special machinery, purchase of labels and containers of different
types, payment of taxes, every necessary detail.