AP09-EV04- “FORMATO BRIEF - CAMPAÑA PUBLICITARIA EN INGLÉS”

INSTRUCTORA
LILIANA SOLARTE NAVARRO

APRENDIZ
VERÓNICA CANO MÚNERA

TECNOLOGÍA EN GESTIÓN DE MERCADOS

FICHA: 141298
 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: INGENIO PURPURA S.A.

BRAND: INGENIO PURPURA
MOTTO: AN OWN STYLE
 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
• Advertising has been traditionally done? unique design and style for each type of person.

• What kind of advertising and what issues The inspiration arose from the innovation of designs
were addressed? in 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
• What are the characteristics of your product areas of the country to market products.
or service?
After marketing the first articles, our products have
• What is the current position of your product had a great reception, which make of Ingenio
in the market? Purpura a good 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
• Chemical characterization (if it has) different parts of our country, inspired by protection
• Packaging (if it has) and care of 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
• Legislation years.
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 internationally, and business conferences that allow
opportunities 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,
Describe the three types of consumers: lovers of leather goods and with a taste for fresh
• End consumer: and exclusive 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
• Real consumer or objective: to give to another person.
The person who makes the purchase decision.
• Potential consumer: men and women of all ages
• Potential Consumer: who seek to make a difference with a touch of
The person who has a provisional contact with distinction, originality and good taste.
the product or who will be the consumer in the
future. CLIENT'S PROFILE
 • Profile of the demographer: men and women of all
Describe the profiles ages.
• Demographic profile
• Geographical profile: Our public will be located
• Geographic profile throughout the national area, with an offer for all
types of social class.
• Psychographic profile • 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 POSITIONING COMPETITION

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

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

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 MARKET RESEARCH

your project: We will investigate trends, public, products,
which are the latest changes of consumers distribution and advertising for handmade
and the target public? accessories for men and 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.

SCHEDULE
Initial Date until deadline.
The most Critical Date need to be arranged
and Written here.
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.
PRESENT TENSE
WEEK 1 Approach of the idea.
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.