Formato Brief

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Evidencia

3

Formato Brief

Forma

Formato Brief diligenciado y to Brief diligenciado y presentación de la presentación de la campaña publicitariacampaña publicitaria

¿Qué se debe entregar?

9 Elaborar el plan de acción de mercadeo

El proceso de planeación debe abarc

El proceso de planeación debe abarcaar todas las áreas de la empresa. El dr todas las áreas de la empresa. El desarrollo de esta evidencia confirmaráesarrollo de esta evidencia confirmará que han alcanzado el siguiente resultado de aprendizaje:

que han alcanzado el siguiente resultado de aprendizaje:



Comprender las ideas principales de textos complejos en Comprender las ideas principales de textos complejos en inglés que tratan de temas tanto concinglés que tratan de temas tanto concretos comoretos como abstractos incluso si son de carácter técnico siempre que

abstractos incluso si son de carácter técnico siempre que estén dentro de su campo destén dentro de su campo de especializacióne especialización

¿Cuáles son los criterios de evaluación asociados a esta evidencia?

!raduce del inglés documentos técnicos sencillos en tiempo presente "

!raduce del inglés documentos técnicos sencillos en tiempo presente " pasado.pasado. #ramatiza en inglés una historia breve utilizando ve

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Estudie el material “Creative Brief”.

De manera individual y teniendo en cuenta su producto o servicio, complete el Forma

¿ Cuál es el procedimiento?

$rief.

%ea comprensivamente el material &'o( to createanadvertisingcampaign) *+autas para crear una campa,a publicitaria-.

na vez diligenciado el formato seleccione un /tem " prepare una campa,a publicitaria en inglés en tiempo pasado a través de alguno de los medios sugeridos en el material:

o na campa,a radialon comercial de televisión o na campa,a promocional

Env/e el formato al instructor " solicite las instrucciones para presentar la campa,a.

0 continuación encontrarán el espacio donde deben redactar las respuestas:

#iligencie cada una de las casillas de acuerdo con los criterios " el tiempo verbal que se solicitan. 1.Company information

1ame of the compan" !rade2sname

Compan"2sactivit"

Present tense

1ame of the Compan" and !rade2s name: !ribu $ags

3logan: &4hat 5 am)

Compan"2s activit": 4e dedicated to the production and mar6eting of leather handbags

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2.Companyhistory

'istor" of the compan" in detail

0dvertising has been traditionall" done7 4hat 6ind of advertising and (hat issues (ere addressed7

4hat (ere the objectives of previous campaigns7

4hat are the characteristics of "our product or service7

4hat is the current position of "our product in the mar6et7

Past tense

!ribu bags (as born of the need to create a line of handbags (ith a unique design and to

give identit" and personalit" (ho ta6e him (ith him.

!he idea came from the needs of the manager and o(ner of the compan" (ho started this business idea developed their o(n products. 0fter the development of the first designs the

mar6et began to expand and the compan" began to have an identit" and recognition and

from there began to develop advertising materials (ould give the compan" corporate

image.

.!he product or service

#escription of the product or service (ith all its features:

• +h"sical *ifit

has-• Chemical characterization *if it has-• +ac6aging *ifit

has-• $enefits

• !rajector" *ho( long (as it released-• %ifec"cle

• %egislation

Present tense

8ur products to offer into the mar6et are (omen9s handmade handbags.

4e (ill design leather accessories for (omen on handmade design among (hich are

highlighted bags and (allets.

5ts elaboration (ill be based on the client specifications displa"ed at the moment of the

purchase as soon as design size and materials (ith reference to a catalog (here

different models are done.

!he product (ill be engraved in leather tag (ith the mar6 &!ribu)

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".#$%! matri& '#tren(ths) $ea*nesses) %pportunities and

!hreats+

• 4ea6nesses *the" are internal to the

compan"-• 8pportunities *the" are external (hat the

sale opportunities

are-• 3trengths *the" are internal-• !hreats *the" are

external-Present tense

4ea6nesses: 4e do not have enough capital to have an optimal level of production. 3trengths: ariet" and exclusivit" of designs qualit" finishes and materials used guarantee

on all our articles

8pportunities: 0ttendance at various craft fairs nationall" and internationall" and business conferences that allo( contact (ith

intermediaries.

!hreats: lo(er sales period into the mar6et.

,.-ud(et

5t2s the mone" assigned to the project. Present tense ;achiner": <=.>??.?? !ools: <@=>.??? 3ho(cases: <@.@A?.??? 8ffice rent: <@.>??.??? 3upplies: <>.BB?.??? !otal: <.>D>.???

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.Consumer/!ar(et 0udience

#escribe the three t"pes of consumers:

• End consumer : !he person (ho

consumes the product but doesn2t decide on the purchase.

• eal consumer or objective : !he

person (ho ma6es the purchase decision.

• +otential Consumer : !he person (ho

has a provisional contact (ith the product or (ho (ill be the

consumer in the future. #escribe the profiles

• #emographic profile • Feographic profile

• +s"chographic profile

Present tense

C813;E G !0FE! 0#5E1CE

End consumer: 4omen and men lovers of good taste and exclusive designs.

eal consumer or objective: +eople (ho bu" the product for personal use or give it to someone else.

+otential consumer 4omen bet(een @B and =B "ears old (ho bu" handmade handbags li6e prefer to design and originalit" (hen

combining their casual clothes. C3!8;E +8H5%E3:

#emographic profile: 4omen bet(een @B and =B "ears old. Feographic profile: 8ur objective public (ill be located in Cali

cit" belonging to I and = stratum.

+s"chographic +rofile: 8ur target mar6ets are (omen (ho bu" handmade handbags (ho li6e to design and combine them (ith

"our casual clothes in all (eathers.

.Competition/Positionin(

#escribe the t"pe of

competition "our product or service has: • #irect • 'int • ;ain Competition Present tense C8;+E!5!581 G +835!58151F: #irect competition: Fab" arenas 'int competition: 3alvarte %!#0.

;ain Competition: 'andicrafts Hrom Colombia.

.Pro3ect ob3ectives

#escribe the goal to be achieved in "our project.

Present tense

+8JEC! 8$JEC!5E3

 0chieve a return of I?K annuall" be measurable

 5ncrease annual sales b" B?K

 $eing a brand that applicants ac6no(ledge for its variet" and qualit" of products

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9.4ar*et research

Explain the mar6et research "ou have made in "our project: (hich are the latest changes of consumers and the target

public7

Present tense

;0LE! E3E0C'

 4e (ill research processes about (omenMs fashion trends

 4e generate ideas for ne( products that respond to fashion trends

 8ur objective public (ill be "oung people (ho ever" da" sho( attracted more items (ith innovative and original

designs this being a strong purchasing po(er for our product.

+%0CE

#istribution is done directl" at the point of sale (hich can add value to the product b" the profits obtained b" distributing it in the

same place of production and manufacturing as (ell as being a channel full" profitable. distribution to deliver" product on the

same site processing.

!o publicize our product (e (ill ma6e advertising through print media such as fl"ers and business cards delivered through different distribution channels *stores and universit" students- as (ell as the

advertising image at the point of sale.

15. #chedule

5nclude the distribution channels for the products of "our project: • #irect • 5ndirect Present tense 3C'E#%E 0C!676!8 $EE 1 $EE 2

0pproach the idea esearch +roblem

#evelopment of the conceptual frame(or6 Hormulation of the overall objective of the stud" Hormulation of the general objectives of the stud"

Hormulation of the specific objectives of the stud"

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#efinition of research variables

:istibution chanel; direct sellin( in the point of sale the final consumer for it demands the productd at lo< cost.