AP09-EV04

FORMATO BRIEF – ADVERTISING CAMPAIGN IN ENGLISH

TRANSVERSAL INGLES

Authors

EDISLENY ORTIZ CALDERON

TUTOR
SHELY MARIA TATIS DEL TORO

Bachelor in child pedagogy of the university of the north, with teaching experience in the
private institutions of the city and the administrative area, certified as an instructor of
English and French.

Servicio Nacional de Aprendizaje SENA

GESTION DE MERCADOS
2018
COMPANY: INGENIO PURPURA S.A.
BRAND: INGENIO PURPURA
MOTTO: AN OWN STYLE
 COMPANY INFORMATION PRESENT TENSE

• Name of the company • Name of the company and commercial name:

INGENIO PURPURA S.A.
• Trade’s name
• Motto: AN OWN STYLE
• Company’s activity
• Activity of the company: Our activity is to make
handbags and other accessories that can be made of
leather.
COMPANY HISTORY PAST TENSE

History of the company in detail Ingenio Purpura was created from the fashion of
handbags and accessories made of leather with a unique
• Advertising has been traditionally done? design and style for each type of person.

• What kind of advertising and what issues were The inspiration arose from the innovation of designs in
addressed? uero giving a complement full of elegance and style.

• What were the objectives of previous campaigns? The managers developed this business idea by acquiring
artisans and leather goods from different areas of the
• What are the characteristics of your product or country to market products.
service?
After marketing the first articles, our products have had a
• What is the current position of your product in the great reception, which make of Ingenio Purpura a good
market? perspetive, acquire their identity and obtain recognition,
since then we have developed several advertising
campaigns in different media to consolidate the image of
our company.
THE PRODUCT OR SERVICE PRESENT TENSE

Description of the product or service with all its Our products offered in the market are crafts and
features: accessories made with recycled material.
• Physical (if it has)
Our designs are manufactured by artisans from different
• Chemical characterization (if it has) parts of our country, inspired by protection and care of
• Packaging (if it has) nature.

• Benefits The elaboration of our products will be based on

ancestral techniques passed on to the artisans from
• Trajectory (how long was it released) generation to generation, respecting the regulations and
current legislation.
• Lifecycle
The useful life of our products will be five to ten years.
• Legislation Our products are exclusive and are only available on our
website.
 SWOT MATRIX (STRENGTHS, PRESENT TENSE
WEAKNESSES, OPPORTUNITIES
ANDTHREATS) • Weaknesses:
We do not have enough capital to have an optimal
• Weaknesses competitive level.
(they are internal to the company)
• Opportunities:
• Opportunities Assistance for various fashion fairs nationally and
(they are external, what the sale opportunities internationally, and business conferences that allow
are) contact with intermediaries.

• Strengths • Strengths:
(they are internal) Variety and exclusivity in designs, quality finishes and
leather materials, guarantee on all our articles.
• Threats
(they are external ) • Threats:
Shorter period of time in the market than our
competitors.
BUDGET PRESENT TENSE

It’s the money assigned to the project. Complementos para la venta: $

22,000,000
Alojamiento web: $ 8,000,000
Servicios profesionales: $ 16,000,000
Equipos informáticos: $ 12,000,000.
Gastos de personal: $
9,000,000
Suministros: $ 3,000,000
Total: $ 70,000,000
CONSUMER/TARGET AUDIENCE PRESENT TENSE
• Final consumer: men and women of all ages, lovers of
Describe the three types of consumers: leather goods and with a taste for fresh and exclusive
• End consumer: designs.
The person who consumes the product, but doesn’t
decide on the purchase. • Real or objective consumer: any type of person who
purchases leather articles for personal use or to give to
• Real consumer or objective: another person.
The person who makes the purchase decision.
• Potential consumer: men and women of all ages who
• Potential Consumer: seek to make a difference with a touch of distinction,
The person who has a provisional contact with the originality and good taste.
product or who will be the consumer in the future.
CLIENT'S PROFILE
Describe the profiles • Profile of the demographer: men and women of all
• Demographic profile ages.
• Geographic profile • Geographical profile: Our public will be located
throughout the national area, with an offer for all types of
• Psychographic profile social class.
• Psychographic profile: men and women of all ages who
buy leather goods with different styles and exclusive
designs.
COMPETITION/POSITIONING PRESENT TENSE

Describe the type of competition your product or POSITIONING COMPETITION

service has:
• Direct contest: Ingenio Purpura
• Direct • Clue: Style lover of our planet.
• Hint • Main competition: Accessories for men and women.
• Main Competition
PROJECT OBJECTIVES PRESENT TENSE

Describe the goal to be achieved in your project. OBJECTIVES OF THE PROJECT

Achieve a measurable annual return of 35%.

Increase sales every year by 50%

Position our brand in the accessories market being

recognized for its variety, quality and prices of our
products.

Achieve full national and international coverage.

MARKET RESEARCH PRESENT TENSE

Explain the market research you have made in your MARKET RESEARCH
project: We will investigate trends, public, products, distribution
which are the latest changes of consumers and the and advertising for handmade accessories for men and
target public? women.

Trends
We will generate new ideas to innovate our products and
adjust to the current fashion.

Public
Our target audience will be, in any case, with taste for
handmade accessories.

Product
Young and fresh, items with innovative and original
designs, which represents a great attraction for our
potential customers.
 Distribution
The distribution is made through an independent
company, which will generate added value by the rapid
delivery of the product to our final customer.

Advertising
To publicize our products, make an advertisement
through print media, radio, television, as well as the
public image on the network.
SCHEDULE PRESENT TENSE

Initial Date until deadline. WEEK 1 Approach of the idea.

The most Critical Date need to be arranged and
Written here.
WEEK 2 Investigation of the problem
WEEK 3 Development of the conceptual framework.
WEEK 4 Formulation of the overall objective of the
study.
WEEK 5 Formulation of the general objectives of the
study.
WEEK 6 Formulation of the specific objectives of the
study.
WEEK 7 Formulation of the study hypothesis. (Critical
week)
WEEK 8 Definition of research variables.