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FORMATO BRIEF

PAOLA ANDREA ARARAT SALINAS

ENEYDA PINTO CALDERÓN
MILDRED ROCÍO RAMOS MARTÍNEZ

PRESENTADO A:
INSTRUTORA
LAURA CRISTINA DUEÑAS ANGULO
LICENCIADA EN IDIOMAS
ESP. PEDAGOGÍA INFORMÁTICA

SERVICIO NACIONAL DE APRENDIZAJE SENA

TECNOLOGÍA GESTIÓN DE MERCADOS (1310098)
INGLÉS
FEBRERO 10 DE 2018
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FORMATO BRIEF
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?
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?
2. Historia de la compañía Historia
de la empresa en detalle ¿La
publicidad se ha hecho
tradicionalmente? ¿Qué tipo de
publicidad y qué problemas se
abordaron? ¿Cuáles fueron los
objetivos de campañas anteriores?
¿Cuáles son las características de
su producto o servicio? ¿Cuál es la
posición actual de su producto en el
mercado?
Present tense
Multiaroma SAS is a Colombian company,
dedicated to the production and marketing
of fragrances and flavors.
Past tense
The experience of more than 13 years in the
market has allowed it to consolidate with great
acceptance, for the quality of the products
offered, competitive prices, timely delivery,
after-sales monitoring, permanent innovation
and a broad portfolio of products, to meet the
needs of the industry continuously and
effectively.
The type of advertising used is in web
pages, brochures, free samples and
participation in the fair of health and beauty
that takes place once a year in Corferias
Bogotá.
We have artificial flavors in liquid or powder
presentation for the different lines of food
production, turning each product into a
unique sensation of flavor.
Multiaromas has designed a portfolio of
fragrances according to the needs of the
client, adjusted to the manufacturing
methods developed to guarantee the
efficiency of our processes, the variety and
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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
3. El producto o servicio
Descripción del producto o servicio con PACKAGING: For the transport and / or
todas sus características:
• Físico (si tiene)
• Caracterización química (si tiene)
• Envasado (si tiene)
• Beneficios
• Trayectoria (cuánto tiempo se liberó) suncho and clamp to ensure its contents.
• Legislación del ciclo de vida
the timely response to each project,
specialized in the different sectors.
To achieve this goal we have designed
three product lines: Home care line,
personal care line and perfumery.
Present tense
COMPOSITION: mixture of aromatic
chemicals, alcohols and aromatic ethers.
APPEARANCE SMELL
Appearance: LIQUID
Color: COLORLESS
Smell: FRUITED DEFINITION NOTE
Density: 0.880 0.870 - 0.890
Refractive index: 1,458 1,450 - 1,470
PH: Neutral Rank: 7
PACKAGING: The packaging material is
made of plastic.
PACKAGING: To contribute to the protection
of the environment, the boxes and
packaging bags are made in an ecological
material.
storage of the product, standard boxes are
used for packaging shipments of up to
20,000 cc.
The boxes are sealed with safety tape,
PACKAGING
• Containers of 1000-2000 -3000-5000 cc
with mouth 38mm neutral straight waist with
cap and cap.
• Containers of 10000 and 20000 cc with
mouth 57mm bla.
• 50000 blue containers with internal security
cover and hose plug.
• Drum of 140 kilos plastic with double lid,
security and internal.
PACKAGING
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Boxes are 84cm by 60cm in diameter for

packaging shipments of up to 20,000 cc.

PRESENTATION: Square jug of 1, 2, 3, 5,

10, 20 and 50 Kilos.
Drum of 140 kilos.
SHELF LIFE: One year under normal
storage conditions.

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)
Present tense
SWOT INTERNAL FACTORS
Characteristics of the product: For the
distribution is considered that the product
meets the established quality standards.
Product preservation needs: Fragrances
must be kept in suitable places without
excess temperatures that can alternate
their content or cause accidents.

Storage Requirements: For the storage of

4. Matriz FODA (Fortalezas, Debilidades, the product, standard boxes are used, for
Oportunidades y Amenazas) • packaging shipments of up to 20,000 cc.
Debilidades (son internas de la empresa)
• Oportunidades (son externas, cuáles
son las oportunidades de venta) • Special requirements for handling: Comply
Fortalezas (son internas) Amenazas (son with safety requirements at work for proper
externas) handling of the fragrance process.

Production capacity of the company: The

company Multiaromas SAS, has a monthly
production of 45 to 55 million pesos,
equivalent to one and a half tons of total
product which indicates that by 2017 its
maximum production would be 18 tons of
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fragrance equivalent to an average of $

180,000 million pesos.

Financial capacity of the company:

1. The number of buyers is 147.
2. The average price is 45,000.
3. Frequency of average consumption of
the product per person is 44,400 pesos.

So if Q = npq
Q = $ 293.706 million pesos

Operational capacity of the company: The

Production Department is located: In this
one there is a chemist, a control and
quality coordinator and a technical
assistance assistant.

Technological capacity of the company: It

has a laboratory, adapted with the
equipment for production and preparation
of the fragrances, the strategy for the
future is to have the technology for
encapsulation.

Capacity of the human talent of the

company: The organizational structure of
the company MULTIAROMAS SAS:
General Management: It is formed by the
manager; its function is to approve each of
the activities carried out inside and outside
the company.
Sales Department: It is conformed
by an account executive, and is responsible
for offering the company's products, as well
as making visits and monitoring clients.
Administration Department: composed of a
public accountant, responsible for keeping
the accounting of companies, payment of
the payroll of workers and an assistant in
charge of collections (accounts receivable,
accounts payable), customer service.
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SWOT EXTERNAL FACTORS

Economy: The current economic situation

directly affects the definition of purchase of
the product since it is not of first necessity,
therefore it must offer not only an excellent
price but also provide the possibility of
acquiring the product through credit
payable for fortnights expired, so that
people who cannot pay in cash can obtain
the product easily and also consolidate the
link with customers to generate a sustained
relationship over time.

The change of the dollar, the raw materials

with which the fragrances are
manufactured, are difficult to access in the
country, the purchase of these is done
through companies that import this type of
aromatics, chemicals, and ethers that suffer
drastic changes in price, due to the rise and
fall of the dollar in the market. For the
acquisition of a product that is acquired
today, an exact price is not given until it
makes the arrival in the country and this can
take up to three months to unload, this
value changes if for the reception in the port
the values of the dollar They have fractured
in that span of time.

Internationally the handling of products of

raw material first hand, are better and
greater access are much easier, since the
rotation of this type of products such as
aromatics, ethers and chemicals, have
better control, and easier transportation of
this type of products, among the leading
countries of this market such as Holland
and Germany.

Technology: The technological

environment does not directly affect the
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product, but in the assembly of the

business, since it must install information
systems that allow the proper handling of
inventories, information of customers and
suppliers, the platform of the company's
website to be affordable to the network
market and facilitate the handling of the box
for daily sales in the warehouse. In relation
to the suppliers that oversee supplying the
product, the presence of important
multinationals in the country favors the
introduction of state-of-the-art technology.

Cultural and Legal Partner: At the cultural

level, the Colombian market trends are
given by the major brands promoted by
Multinationals, and by the great advertising
impulse. That is why companies of lower
rank, perform products of similar conditions,
to offer the market another purchase option,
and request fragrances like those that
currently rotate.

For example: the fragrance Lavanda Tipo

Fabuloso, is a product designed by the
multinational Colgate for a floor cleaner,
however, it is one of the most requested
fragrances in the Colombian market with
different uses.

For this aspect they are the ones that

generate the guideline for what the market
is going to ask for, if they create a fragrance
with aroma xxx and their client as well as
being one of the multinational leaders,
mounts an advertising campaign in several
countries, the The expectation level of the
clients is directed towards having that type
of product.

Environment: In the technology used By

Multiaromas includes in each of its
processes allows you to offer the market
innovative fragrances and excellent quality,
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5. Budget
It’s the money assigned to the
project.
5. Presupuesto Es el dinero
asignado al proyecto.
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
but always focused on developing
fragrances that reduce the environmental
impact and even favorable price, using
biodegradable products.
Present tense
Present tense
. Target market
CUSTOMERS
• Cleaning industry (fragrances)
• Cosmetic industry (fragrances)
• Food industry (bakery, confectionery, ice
cream shop)
For the company Multiaromas SAS it is very
important who are the potential consumers
to allocate resources in their recruitment.
The target audience that has been
determined for the new spring line are
National Manufacturers Companies that
use fragrances for the development of their
products both in the hygiene line and in
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Psychographic profile personal care.

Our target customers are: the cosmetics
6. Consumidor / público objetivo industries, because they are the companies
that move more fragrances within their
Describe los tres tipos de consumidores: products and have a lot of turnover, there are
• Consumidor final: la persona que also the perfumery industries which use our
consume el producto, pero no decide raw material for the manufacture of said
sobre la compra. products.
• Real u objetivo real: la persona que Our target group 1 is the town of Kennedy,
toma la decisión de compra. where we focus our market to
• Consumidor potencial: la persona que establishments small and medium-sized
tiene un contacto provisional con el manufacturers of domestic hygiene products
producto o que será el consumidor en el that have production capacity according to
futuro. registration INVIMA, and that within their
Describe los perfiles manufacture use fragrances therefore need
•Perfil demográfico of this raw material and have the solvency
for the acquisition of products.
• Perfil geográfico
The market is also focused on
Perfil psicográfico manufacturing companies of other economic
activities that use fragrances in the
production of the products.

Consumer customers: establishments that

manufacture domestic hygiene products that
have production capacity according to
INVIMA registration

Segmentation of investment clients:

Liquid fragrance cleaning products
manufacturing companies
Cosmetic manufacturing companies that use
fragrance within their manufacture
Companies from another sector that use
fragrance for their manufacture.

CUSTOMER PROFILE: Companies of

national origin engaged in the manufacture
and marketing of products that use as raw
material, fragrances within their
productions such as:

Companies that manufacture cleaning and

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care products for clothing Companies that

manufacture beauty products, cosmetics
and personal care Companies that
manufacture decoration products and
environments Located in the city of
Bogotá, 50 companies with the profile
have been chosen, and they are looking
for highlight fragrances with natural origin
in their products and highlight the aromas
of spring.

Participants: Managers, technical

directors, engineers or others who
represent the companies, who define or
participate in the selection of the
fragrances of the products they carry out
for the industry.

DEMOGRAPHIC PROFILE

Nowadays there is a time when people are

very interested in seeing each other well,
having a stylized figure and what a person
has more than what a person is, what is
good for the business, since of the above, to
use an expensive perfume that is generally
fashionable, is synonymous with acquisition
power, gives status and attracts many looks.
The Colombian consumer is increasingly
linked to the culture of cosmetics.

At a social level, the type of consumption

depends a lot on the voice-to-speech market
or what most are using, advertising affects
the use of many products, but it also makes
it fashionable, that someone uses it close,
that somehow be socialized to give more
expectation to the consumer.

This in the case of the final product, but as a

provider the market trend is followed, and
this pattern is given by both the cultural and
the social part.
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Just as the national and international

environment depends a lot on the voice to
voice and the pattern that marks the publicity
of the moment.

GEOGRAPHIC PROFILE

Plant and distribution: Currently

Multiaromas S.A.S., distributes its
fragrances in the local market, in this case
Bogotá D.C. and its surroundings, because
its production and distribution plant is
located in this city. However, one of its
objectives is to reach other cities in the
country where it still does not have access
and position itself as one of the leading
suppliers in this type of products.

Raw material: The access of raw material is

made through the port of Cartagena, and
while all the access controls to the country
are carried out, it takes time to arrive and be
distributed to the capital, so we must count
on this time to have always provision of raw
materials for the development of products.
SOCIAL ENVIRONMENT
Nowadays there is a time when people are
very interested in seeing each other well,
having a stylized figure and what a person
has more than what a person is, what is
good for the business, since of the above, to
use an expensive perfume that is generally
fashionable, is synonymous with acquisition
power, gives status and attracts many looks.
The Colombian consumer is increasingly
linked to the culture of cosmetics.
At a social level, the type of consumption
depends a lot on the voice-to-speech market
or what most are using, advertising affects
the use of many products, but it also makes
it fashionable, that someone uses it close,
that somehow be socialized to give more
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expectation to the consumer.

This in the case of the final product, but as a

provider the market trend is followed, and
this pattern is given by both the cultural and
the social part.

Much like the national and international

environment depends a lot on the voice to
voice and the pattern that marks the
advertising of the moment.

7. Competition/Positioning Present tense

Describe the type of competition your Type of Competition:

product or service has:
 Direct It is a monopolistic competition because the
 Hint products offered by Multiaromas have a lot
of competition in the market, that is, there
 Main Competition
are several companies dedicated to the
manufacture and distribution of similar
7. Competencia / Posicionamiento products.
Describa el tipo de competencia que
tiene su producto o servicio:
• Directo
•Insinuación
• Competencia principal
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Present tense
8. Project objectives

Describe the goal to be achieved in

your project.

8. Objetivos del proyecto Describe el

objetivo que se logrará en tu proyecto.

Present tense
9. Market research

Explain the market research you have

made in your project: which are the
latest changes of consumers and the
target public?

9. Estudio de mercado

Explique la investigación de mercado

que ha realizado en su proyecto:
¿cuáles son los últimos cambios de los
consumidores y el público objetivo?

Present tense
10. Schedule
Multiaromas has established as distribution
Include the distribution channels for channels the following: Direct distribution
the products of your project: channel or direct sales: the consumer does
 Direct not have any level of intermediaries,
 Indirect therefore, the manufacturer, Multiaromas
performs most of functions such as
marketing, transport, storage and
10. Horario Incluya los canales de acceptance of risks without the help of any
distribución para los productos de su intermediary. Indirect distribution channel:
proyecto: The indirect distribution channel has two
• Directo options, one is the short channel and the
• Indirecto other is the long channel. Multiaromas uses
the short channel, which is the sale through
so-called wholesalers, who sell the
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products to retailers, but not to the final

consumer. Thus, there may be one or more
wholesalers between manufacturer and
retailer. That is, the wholesaler acts as
sales agent for Multiaromas.
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