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 BRIF

¿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 Real Sex, is a special product, is a

masturbator for people in disability, the
Name of the company Trade’s name product helps people to satisfy sexual
Company’s activity need, for example, pleasure, and
increased self-esteem. The product is in
the market of the sex industry.

2. Company history history: The idea of creating this

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?
company was based on a market
research where we realized, That
people with disabilities had no way to
satisfy sexual needs, so I decided to
create the Real Sex product, to help
people. The publicity that is used to
promote the product on the radio and
social networks, so that customers
know the product. The objective of the
campaign is to show an innovative
product in the sex industry. The
characteristics of the product are:
masturbators for men and women,
accompanied by oils and natural
aromas.

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
characteristic of the product: The
product is characterized for being the
best in the market of the city of Medellín
and all the surroundings, for its
presentation, packaging and quality.
The life cycle of the product is for two
years. The birth of the product, arises
from the need of people with disabilities
to meet a sexual need. The growth of
the product, is developed because the
consumers recommend it, they speak of

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)
5. Budget
It’s the money assigned to the project.
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
the excellent quality of the product.
Maturity: The Real Sex product, meets
the quality standards, because it is a
product working with unique materials,
the product has taken to be among the
best in the sex industry.
Matrix DOFA: Strengths: dedication,
commitment in the development of the
company. -We handle raw material of
excellent quality, -We are the only ones
in the market.
Weaknesses: we dislike potential
clients. -Little resources in the birth of
the company. Threats: raw material
increase. -that the competition creates a
company with low prices.
Opportunities: recognized as the best
company in the sex industry in the world.
Potential customer.
It starts with a capital of 12 million pesos
in raw material, for example, dyes and
silicone. Three million pesos in designs
and equipment. One million pesos in
local rent. Two million in furniture for the
premises.
Final consumer: Men and women
between 18 and 60 years of age with
disabilities. Real Consmidor: Main sex
shops in the country. Potential
consumer: people who could acquire
our product. Demographic profile:
women and men between 15 and 60
years. Geographical profile:
Real sex will be located in the main
shopping centers of the city of Medellín.
Psychographic profile: let's do a study
where we identify tastes, age, gender,
• Demographic profile
• Geographic profile
• Psychographic profile
7. Competition/Positioning
Describe the type of competition your more opportunity in the market since we
product or service has:
• Direct
• Hint
• Main Competition
nationality, religious beliefs of our potential
clients.
The truth is we are a company with
do not have a direct competition in the
market. Real Sex, is a unique product in
the sex industry market, the product is
distributed in the main sex shops of the
country

8. Project objectives Real Sex, is a product, a project, that will be

Describe the goal to be achieved in your an innovation in the market and will be able
project. to satisfy the sexual needs, especially of
disabled people.
9. Market research
Explain the market research you have Generate a marketing study through the
made in your project: which are the creation of the REAL SEX masturbator.
latest changes of consumers and the Analyze our direct and indirect
target public? competence; the prices and portfolios they
offer. Segment the population based on
geography, demographics and personal
characteristics.
10. Schedule Hours of attention from Tuesday to Sunday
Include the distribution channels for the from 10 am to 10 pm. La distribución la
products of your project: realizaremos desde que el producto ya este
• Direct elaborado hasta que haya sido comprado,
es muy importante realizar un muy buen
• Indirect manejo del tiempo a la hora de la entrega
con el fin de cumplir al cliente en el
momento y el lugar en el que él desea el
producto. El canal de distribución que
utilizaremos será directo ya que el producto
será llevado a los puntos de venta donde
será vendido nuestro producto al
consumidor final, la idea es cumplirle a
nuestros clientes con la entrega a tiempo
en el momento justo, productos de calidad
y un precio asequible.