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 Brief

¿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 Present tense

ICE CREAM LIGHT MOMA 100% home made
Ice cream has envolved from a simple mixture of ice and fruit juice said to have been
Name of the company enjoyed in Ibague music city from Colombia ). It is now our product that combines dairy
ingredients with other foodstuffs and food ingredients. The process of doing so involves the
Trade’s name application of sophisticated processing techniques to produce a complex mixture of the
following components: Milk Stevia Fruit and natural essences Starch from corn.
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?
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
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)
Past tense
ce cream LIGHT MOMA is frozen food
eaten as a snack or dessert. We usually
made in house with stevia and low fat ,
such as milk and light cream, and often
combined with fruits or other ingredients
and flavors. It is sweetened with stevia or
sugar substitutes. The ice cream light
moma is not used, flavourings and
colourings added in addition to stabilizers.
The mixture is
Present tense
ce cream LIGHT MOMA is frozen food eaten as
a snack or dessert. We usually made in house
with stevia and low fat , such as milk and light
cream, and often combined with fruits or other
ingredients and flavors. It is sweetened with
stevia or sugar substitutes. The ice cream light
moma is not used, flavourings and colourings
added in addition to stabilizers. The mixture is
stirred to incorporate air spaces and cooled
below the freezing we don’t add water becouse
is possible detectable ice crystals from forming .
benefits Young people childrens Men and
woman people like be fitness Old people
Overweight persons Diabetics A
Present tense
TRENGTHS Individually and single serving size package
and consistent serving sizes decreased mess during
services increased variety and refill only required at the
end or beginning of every lunch
WEAKNESSES increased cost due to increased variety,
not the same variety at night due to the Sunday b even
with variety of the single service cream on the freezer,
the dining room must still maintain tubs of ice cream for
diner service
OPORTUNITIES: increased profit/ rebates
THREATS electricity may not be available and lose
product

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
 Demographic profile
 Geographic profile
 Psychographic profile
7. Competition/Positioning
Describe the type of competition your for equalizer the offer and then ofher for
product or service has:
 Direct
 Hint
 Main Competition
Present tense
A tight budget UNIQUE SELLING POSITION
ice cream light moma, offers a modern and tasty
twist on the old fashion ice cream parlor. With
over 8 ever -¬‐changing varieties of ice cream
moma and 15 different flavors ranging from
cereal to candy bits and gummies, moma allows
customers to design their own explosive flavors.
also fits into any budget because customers
choose their own quantity and pay per once.
2000 3000, 4000 y 6000 acording to the product
to
Present tense
TARGET AUDIENCE While ice cream
moma’s tasty treats appeal to people of all
ages, and social conditions the target
audience is demografhicly all the people
mostly woman . men. ancient high school to
college-¬‐aged students living within 20 km at
neighborhood ad ibague´s city many
persons , to asist at temple characteristics
of this target group include: A relaxed and
light-¬‐ hearted temperament An appetite for
tasty treats A desire for a cool and relaxing
atmosphere . geograficly is many interesting
the climb is a litle hot psychograficly ice
cesam moma is recomemded for happy
people , sad people , energi people , romantic
people . etc An appetite for tasty treats
Present tense
ce cream light moma is ver competitive
respect ice cream we use price strategy
our consumers an excelent product , the
best quality nd the best price on market is
a direct comptition whith crem helado, buth
we made an excelent product whits stevia.
 Present tense

Remind costumers of ice cream moma

8. Project objectives
Describe the goal to be achieved in
your project.
light’s existence and unique experience
Promote ice cream moma as a cool
hangout spot Increase audience preference
of moma over its soft-¬ ‐serve competitors
Desired Results: Increase the number of
visitors to ice cream moma for we

9. Market research
Explain the market research you have
made in your project: which are the
latest changes of consumers and the
target public?
Present tense
is value at $25000000 in 2019, and is projected to
reach $50 by 2023, registering a CAGR of 5.4% from
2017 to 2023. Ice cream is dairy product, which is
sweetened with either natural sugar l sweeteners.
Various ice creams are provided by, ice cream moma
present in the market, including hard ice cream, soft
ice cream, light ice cream, low-fat ice cream, and
others. Summer is an undisputed season for the
consumption of ice cream and related products. The
growth of the ice cream industry is driven by
availability of various flavored ice creams. As a result,
the ice cream consumers pay a premium price for
these products, which in turn increases the revenue
of the ice cream market.

Present tense
direct: direct sales at point sales,ice cream
moma , ourproduct is sold directly for final
10. Schedule customer indirect:we offer ice cream light
moma for mercacento ibague whit 15
Include the distribution channels for stores in the city , when , the supermarket
the products of your project: is an intermediary between the endl
 Direct consumer and us , ice cream moma light.
 Indirect