Actv Ingles Sena 9.docx

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BRIEF STRENGTHS

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Product made with recyclable material Total quality of the products

WEAKNESSES

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OPPORTUNITIES

 

You can expand your market The price is accessible

Change to state regulation (environmental) Innovator item

THREATS

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Income of imported products Entry of new products

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a. Brand: ARTE FORJA b. Product: Decorative pictures created with recyclable material (metal cans) of avant-garde and contemporary style. c. Direct Competition: Panamericana City of Neiva d. Consumer: • Primary Target: Women between 25 to 60 years old. • Secondary Target: Men of working age • Urban • Housekeeper, students, Newlyweds, family, etc. • Stratum 2 to 6 and. Marketing objective Position our paintings in the city of Neiva. That customers contribute to the environment and acquire a high quality product

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F. Investment: $ 1`088,000 g. Duration: 1 month

1. COMPANY INFORMATION Name of the company Trade’s name Company’s activity 2. COMPANY HISTORY History of the company in detail Advertising has been traditionally done?

PRESENT TENSE Arte Forja Micro Company selling decorative paintings PRESENT TENSE Forge Art; Taking the project from the city of Neiva and executing it from the city of Bogota, the result of an entrepreneurial project and with its own resources, in the course of the market study has been developed to identify market niches. Carrying out Marketing processes in large decoration stores for which the fight for the superiority of the competition.

Exhibitions in chain markets, POP What kind of advertising and what issues were advertising, spoken and written. there were addressed? economic problems, because of the cost of the guidelines in radio and press, the competition has advertising on television which makes it a problem for Arte Forja because they do not have enough resources to get to schedule on television, which makes it a problem for the company

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What were campaigns?

the

objectives

of

The objectives were; to make the product known to people and places that did not previous have an impact on the launch of the product, to plant the product, to seek acceptance among people who have not been able to sell the decorative frames of forge art.

It is in a challenging position, because it is second in the market by 80% and 20% is leader, first, fighting for first place with the What is the current position of your product in competition that has been in the market for the market? years. 3. THE PRODUCT OR SERVICE PRESENT TENSE Description of the product or service with all Mermelas Tropimix is a product in its features: presentation of 250 grams, packaged in a bottle that after consumption is for glass for  Physical (if it has) the kitchen of the homes, its yellow color comes from the combination of passion fruit and pineapple, its flavor is pleasant because it is only endued with the sugar of the fruit.

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Chemical characterization (if it has)

Nectar is a product made up of juice and fruit pulp, these must be free of foreign matter and flavors, They have a uniform color and smell similar to that of the respective fruit. With the objective of characterizing fruit-based nectars of

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milky, passion fruit and pineapple. The parameters studied were: content of vitamin C, reducing sugars, titratable acidity and acceptability. 

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Packaging (if it has)

Benefits

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Trajectory (how long was it released).

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Legislation

Carton box of 50 by 30 centimeters by 10 high, contains 24 jars of Tropimix jam of 250 Grams. The parchita known in many countries but maracayá in others, is a fruit that contains water, fiber, abundant caloric value, vitamins of various types A, B and C among others also minerals such as potassium, phosphorus, iron, thiamine, riboflamina etc. Reduces the risk of hypertension, pineapple is excellent for this because one cup of pineapple contains one milligram of sodium and one hundred ninety-five milligrams of potassium. Marmalade Tropimix has 4 years in the market, started as a strange product occupying 60% in the canned market, 4 years later it is a product that occupies 80% and 20% occupies the first place in large markets. The purpose of the additives is to maintain and preserve the quality of the product, to ensure safety and health, to increase or

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maintain nutritional value, to contribute to conservation, to improve functional properties (for example, their availability outside temperature), to promote the acceptance of consumer (enhancing flavors and colors) and facilitate the preparation of the food. However, each additive carries a risk to health, often verifiable only in the medium and long term. The risk of an additive lies mainly in its toxicity, mainly related to the amount that is added to the food and its carcinogenic or toxic effect. The additives are allowed for addition according to the regulations established for their use. In addition there are other additives whose toxicity is not completely clear, is the case of aspartame-type sweeteners, or dyes that according to studies have come to generate alterations in people. Brix degrees to which the product should be kept maximum; 68-72. Add maximum: Sorbic acid 25mg / kg weight, Benzoic acid 5mg / kg weight, LAscorbic acid 15mg / kg weight, Pectin 10%. According to the NTC standard, for jams. 

Ifecycle

6 months from the day of its preparation. 4. SWOT MATRIX (STRENGTHS, PRESENT TENSE WEAKNESSES, OPPORTUNITIES

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AND THREATS) Weaknesses (they are internal to the company) 1. Being a new company, its participation in the market is low. 2. Low business experience within the sector. 3. In sales, growth is very slow because it is Opportunities (they are external, what the sale a new product in the market. opportunities are) 1. The growing demand for natural and traditional products. 2. Customers is willing to try new products. Strengths (they are internal ) 3. Strategies at the points of sale.

Threats (they are external )

5. BUDGET It’s the money assigned to the project.

1. Manufacturing is easy to prepare. 2. It is a market niche. 3. The Tropimix marmalade is a 100% natural product and has a high nutritional content. 4. Product of massive and permanent consumption. 1. The competition between strong brands positioned and with fixed clients. 2. Aggressive advertising between competitions. 3. Increase of raw material for production. PRESENT TENSE The money assigned to the project is $

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280,000,000, own contributions and bank financing. 6. CONSUMER/TARGET AUDIENCE Describe the three types of consumers:

PRESENT TENSE

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End consumer: The person who Person or organization that makes effective consumes the product, but doesn’t use of a certain product or service and that entails the supply of a good. These are the decide on the purchase. consumers advertisers target in their mass media advertising campaigns.

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Real consumer or objective: The The "REAL" client is the one for which you person who makes the purchase have worked (he has not worked with you), for many years. decision. That is the loyal customer, he makes the orders to you, there is confidence he does not look for another supplier but you.

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Potential Consumer: The person who has a provisional contact with the product or who will be the consumer in the future.

The potential client is one of the fundamental aspects that is always taken into account in any economic entity, because in them lies the opportunity for growth and development. The potential client is any person who can become a buyer (the one who buys a product), user (the one who uses a service) or consumer (the one who consumes a product or service), since it presents a series of qualities that they do it prone, either by

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needs (real or fictitious), because they have the right profile, because they have the economic resources or other factors. Describe the profiles 

Demographic profile

Result of image so that it is a profile demográficowww.pdfcoke.com A demographic profile is a set of estimators, tables and graphical representations that succinctly summarize the state of a population (or population structure: characteristics of its members and spatial distribution for the moment evaluated) and the processes of growth or decrease.

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Geographic profile

Geographical segmentation refers to the division of the market taking into account the geographical differences between one place and another, when distributing the products or services. Geographic segmentation helps to collect and analyze information according to the physical location of the people.

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Psychographic profile

Result of image so that it is a Profile psicográficoes.slideshare.net Transcript of consumer's psychographic profile. It is an attribute which serves to segment the market and divides the buyers into different groups based on their social

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7. COMPETITION/POSITIONING

class, lifestyle or personality characteristics. Values Personality Consumer Lifestyle Activities. PRESENT TENSE

Describe the type of competition your product or service has: 

Direct

The right competition of Marmalade Tropimix; brands like La Constancia, San Jorge etc.

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Hint

Products such as milk, butter, cheese, etc.

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Main Competition

We observe that there is a leading brand in Colombia that is fruity, because for many years it has created a strong brand with a lot of remembrance in Colombian families, but they do not have jam of arazá what represents for our company a competitive advantage, the only national company This product is offered by a company from Caquetá called MUKATRI, but it is not a well-known brand, so far it is starting to offer its products in large areas such as Carulla and Carrefour.

8. PROJECT OBJECTIVES

PRESENT TENSE

Describe the goal to be achieved in your Consolidate Mermeladas de Colombia SAS, project. with its flagship product as the number one regional and national level, to provide

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employment and development to the communities, with the purchase of raw materials and the generation of employment. Locate the company as one of the 5 producers of the country of canning on a large scale and with the hygiene guidelines required by law. 9. MARKET RESEARCH

PRESENT TENSE

Explain the market research you have made in A segmentation was performed as follows: your project: which are the latest changes of Demographic Segmentation: Men and consumers and the target public? Women Buyers between 5 years and older. Consumers men and women of all ages of strata 1, 2, 3, 4, 5 and 6 Geographical Segmentation: Initially covering in the city of Villavicencio (Meta), with a market size of 600,000 people, with a warm climate that does not exceed 32 °. Psychographic segmentation: High class, medium high, medium and low average, people who like healthy, natural and good tasting products. Segmentation Use / consumption: Usually in Colombian homes they buy jam once a month, but in Villavicencio they usually buy weekly, however they can buy additional but of different flavors, being their frequency of daily use in breakfasts, ounces or food , the most frequent places of purchase are shops and small neighborhood supermarkets and as a second option the

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10. SCHEDULE

chain stores. Every day the markets are changing, they have new tastes, new diseases are born that make preserves are forbidden by doctors, children who previously consumed jams now no longer do so because their parents no longer have the money to include this product in the family basket. PRESENT TENSE

Include the distribution channels for the products of your project: 

Direct

With the popularization of the internet and the settlement of electronic commerce, distribution channels have undergone the logical changes for adapting to new technologies and digitalization. This has caused the approach between manufacturers and consumers, blurring the participation of the different distributing agents, but traditional channels continue to exist and work. Own or direct channel: The company itself Tropimix Marmalades of Colombia SAS manufacturer is responsible for getting your product to the final customer without intermediaries. Therefore, it does not delegate storage, transport or customer service processes. For example, the HP product company is responsible for the

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distribution of its own products. Because the transport companies in many cases are not ready if not to transport and deliver but at the time of leaving high the good name of the company that owns the product they are carrying do not know what it is, in other situations delivered in poor condition the product or let it hurt because they do not care if not their goal is to deliver and already. In other situations, the non-fulfillment of delivery can be presented on time, causing inconvenience to customers, leaving the good name of the company wrong. 

Indirect

Indirect channel A distribution channel is usually indirect, because there are intermediaries between the supplier and the user or final consumer. The size of the distribution channels is measured by the number of intermediaries that form the path that the product travels, as transport companies, private individuals that exege this work of freight transport.

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a. Media plan AD

LOCAL

NUMBER OF ADS

12

TIMES PER WEEK

3

DURATION

ADVERTISED SIZE

1m

UNT PRICE

TOTAL

3x8

$14.000

$168.000

10´ 12.5´ NEWSPAPER COMMUNITY CHANNEL

12

3

1m

4 hours

$50.000

$600.000

More of 500

7

1m

internet

$90.000

$ 90.000

likes

FACEBOKK

1000

7

1m

18 x 14

$ 70.000

$ 70.000

POSTER

2

7

1m

80 x 120

$80.000

$160.000

Total media

$ 1`088.000

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FORGE RADIO ART CAMPAIGN

You can already join the change. to the best avant-garde and contemporary style decorate your home, office or spaces with decorative paintings ARTE FORJA Made of recyclable material contributes to the environment you can acquire it in neiva in the main galleries of the city, in decoration stores and in craft stalls. give innovation!

radio arte forja.wma

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