9 Elaborar el plan de acción de mercadeo

El proceso de planeación debe abarcar todas las áreas de la empresa. El desarrollo de

esta evidencia confirmará que han alcanzado el siguiente resultado de aprendizaje:

Comprender las ideas principales de textos complejos en inglés que tratan de temas tanto
concretos como abstractos, incluso si son de carácter técnico, siempre que estén dentro de su
campo de especialización

Evidencia 3
Formato Brief

¿Qué se debe entregar?

Formato Brief diligenciado y presentación de la campaña publicitaria

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

Traduce del inglés documentos técnicos sencillos en tiempo presente y pasado.

Dramatiza en inglés una historia breve utilizando verbos regulares e irregulares.
¿Cuál es el procedimiento?

Estudie el material “Creative Brief”.

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

Brief.

Lea comprensivamente el material “How to create an advertising campaign” (Pautas para

crear una campaña publicitaria).

Una vez diligenciado el formato, seleccione un ítem y prepare una campaña publicitaria en
inglés en tiempo pasado, a través de alguno de los medios sugeridos en el material:

o Una campaña radial

o Un comercial de televisión
o Una campaña promocional

Envíe el formato al instructor y solicite las instrucciones para presentar la campaña.

A continuación, encontrarán el espacio donde deben redactar las respuestas:

Diligencie cada una de las casillas de acuerdo con los criterios y el tiempo verbal que se
solicitan.

1. Company information Present tense

AHONA
Name of the company -AHONA a natural pleasure
Trade’s name -We are an expert company in natural
Company’s activity beverages based on fruit which works under
the franchise model
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?
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)
Benefits
Trajectory (how long was it
released)
Lifecycle
Legislation
4. SWOT matrix (Strengths,
Weaknesses, Opportunities and
Threats)
Weaknesses (they are internal to
the company)
Opportunities (they are external,
what the sale opportunities are)
Strengths (they are internal)
Threats (they are external)
Past tense
-We have made advertising constantly
- Digital advertising was done, radial pattern
-local products, benefits very striking
-It was to attract by means of networks and
radio people to be interested in our product
-a natural product, which contributes to the
integral nutrition for your mental and physical
health
-Our product increased by 15% as it was
extended in hotels and Spa "s
Present tense
.-Physicist: portable glass with the logo of the
company
- Packing: paper Kraft bag
-Benefits: Cleanses the body, Produces better
sleep, provides energy, Supports weight loss
naturally, Radiant skin, Healthy diet
-We have 17 months of the launch
Present tense
Strengths: Investment through bank loans given the
good profile that you have
-Products 100% natural and nutritious.
-Quality of fruits and vegetables.
- Raw material produced in the region.
Weaknesses: Little budget for investment in equipment.
-To start, minimum labor for the high cost.
-High costs for advertising.
List of Opportunities: Market trends towards healthy
beverages.
-Growth in the market, with openings of several stores.
-Alliances with gyms or fitness centers with campaigns
at home.
List of Threats
- Highly organized competitors with national recognition.
-Supply of product due to climate changes.
-Great multinational campaigns with substitute products
(soft drinks and juices).
 Present tense

5. Budget

It’s the money assigned to the 80 Million $

project.

Present tense
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
Geographical profile
The client is segmented according to its
location
demographic profile
personal characteristics, such as age, sex,
income level and marital status, to classify
consumers
Psychographic profile
Segments the market based on
characteristics such as personality and
lifestyle.

Present tense
7. Competition/Positioning
We have direct competition as Cosechas and
Describe the type of competition your other insinuation such as Oh my juice, Pecado
product or service has: Diario, Uva, Baku
Direct
Hint BF
Main Competition
 Present tense

8. Project objectives
We develop a personalized innovation plan,
with respect to health and performance of high
Describe the goal to be achieved in and low performance athletes, designing
your project. strategies that allow us to work hand in hand
with farmers in relation to the raw material we
are going to use

Present tense

We employ broad and versatile approaches,

9. Market research
Explain the market research you have
made in your project: which are the
latest changes of consumers and the
target public?
which include secondary sources of data,
observing interviews with experts, interviews
of groups of well-informed people and case
histories, surveys. This model fits the research
of the proposal mentioned
The tendency to lead a healthy life, in which
food is key, has led to more people consuming
more natural juices today.

Present tense

10. Schedule

Include the distribution channels for

the products of your project: We have a totally direct distribution
Direct channel.
Indirect