MARKETING PLAN OF THE

NURSERY WORLD CITY

SUBMITTED BY
DIEGO ALEJANDRO MORALES CAYCEDO
MARKET MANAGEMENT TECHNOLOGY
1667979
SENA ATLANTICO
 1 COMPANY INFORMATION

NAME OF THE COMPANY

TRADE’S NAME
COMPANY’S ACTIVITY

PRESENT TENSE
NAME OF THE COMPANY LIVER WORLD CITY
MUNDO CITY BUSINESS NAME
ACTIVITY OF THE COMPANY PRODUCTION AND SALE
OF PLANTS ALSO MAINTENANCE OF GARDENS
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?

PAST TENSE
THE WORLD LIVESTOCK COMPANY WAS CREATED IN THE YEARS OF 2016 IN THE CITY OF IBAGUE TOLIMA THIS LIVER IS LOCATED IN THE SURROUNDINGS
OF THE SHOPPING CENTERS AND IN THE CLOSED SETS HOUSES AND APARTMENTS THE PUBLICITY OF THIS LIVER ARE THE SOCIAL NETWORKS RADIO
PROPAGANDA DE MAGAZINES WHAT KIND OF PUBLICITY AND WHAT TOPICS WERE ADDRESSED? THEY WERE CREATING PROMOTIONS AND DISCOUNTS
THE OBJECTIVES OF THIS PUBLICITY ARE MANY FIRST THAT ALL CARING FOR THE ENVIRONMENT AVOID THE WASTE OF A NURSERY FOR EXAMPLE DO
NOT VOTE PLANTS IN GOOD CONDITION TO A CANECA DE TRINIDAD THE CHARACTERISTICS OF THIS PRODUCT OR SERVICEONE OF THE
CHARACTERISITCAS OF THIS NURSERY WE CAN DEFINE AS THE SIZE IS LARGE HAS SEVERAL HEADQUARTERS THE MAIN HEADQUARTERS IS LOCATED IN
THE CITY OF IBAGUE TOLIMA HAS A PARKING SERVICE FOR CUSTOMERS THE CHARACTERISTICS LARGE SIZE PLANTS AND SMALL SALE OF FERTILIZER BY
QUANTITY OR TO THE LARGEST MATERIALS INTERIOR PLANTS FOR SUCH PLACE OF OFFICE OR GARDEN OF THE HOUSE THE POSITION OF THE MARKET IT
IS A VERY HIGH LEVEL AT LEVEL OF COMPETITION WITH OTHER COMPETITORS BUT WE HAVE THE DIFFERENCE OF SOME ASPECTS MATERIALS DESIGNED
IN PLASTIC BOTTLES OF GASEOUS FERTILIZERS WEB PAGES ACCORDING TO SOCIAL NETWORKS WHATSAAPS AND FACEBOOOKS
 PRESENT TENSE
IT HAS A GOOD LAND FOR SALES OF PLANTS

3 THE PRODUCT SOME PLANTS HAVE CHEMISTRY LIKE THE PHYTOCHEMISTRY WE CAN DEFINE THE PACKAGING IS THE MATERA
IN WHICH THERE ARE VARIOUS TYPES OF MATERIALS LIKE BOTTLE MATERIALS
THESE ARE SOME BENEFITS OF PLANTS
WE USE THEM AS FOOD FOR PEOPLE AND FOR ANIMALS.

OR SERVICE WE OBTAIN MATERIALS FROM THEM: WOOD, RESIN, RUBBER, FIBERS, ...
THEY PRODUCE OXYGEN. THEY ABSORB CARBON DIOXIDE. THEY RETAIN SOIL AND MOISTURE. THE PLANTS
LAST MAXIMUM 4 MONTHS BUT THAT IF WE MALT BAD AND WE CAN TAKE CARE VERY GOODTHE VITAL
CYCLE OF A PLANT ALL PLANTS HAVE A LIFE CYCLE, BUT IT CAN BE DIFFERENT FROM ONE PLANT TO ANOTHER.
HELP THE DETECTIVE TO CHOOSE THE LIFE CYCLE FOR EACH TYPE OF PLANT. PRESS WHERE YOU THINK THE
DEFINITION OF AN ANNUAL PLANT IS. AN ANNUAL PLANT IS:A PLANT THAT GROWS, PRODUCES FLOWERS,
FRUIT AND SEED AND NEXT DIES IN A GROWING SEASON.
DESCRIPTION OF THE PRODUCT OR B A PLANT THAT GROWS BACK EVERY YEAR WITHOUT REPLANTING, USUALLY BY THE PARTS THAT REMAIN
SERVICE UNDER THE GROUND.
C A PLANT THAT PRODUCES GREEN LEAVES IN A YEAR, FLOWERS THE FOLLOWING YEAR AND DIES.
WITH ALL ITS FEATURES: THE ONLY LEGISLATION OF PLANT NURSERIES
LAW 30-2006
 PHYSICAL (IF IT HAS) RESOLUTION 3180 OF 2009
RESOLUTION 4215 OF 2014
 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
SHORTAGE OF
RESOURCES
STRENGTH LACK OF
EXCELLENT SECURITY
TECHNOLOGICAL
EQUIPMENT
TRUSTED STAFF
TRANSPORT SERVICE
PERSONALIZED THREATS
SERVICE STRENGTH WEAKNESSES COMPANY
STRUCTURE
COMPETITION
OPPORTUNITIES
GOOD WORKING
CONDITIONS IN THIS
NURSERY
BE RECOGNIZED
NATIONALLY AND OPPORTUNITIES THREATS
INTERNATIONALLY
5. BUDGET IT’S THE MONEY
ASSIGNED TO THE PROJECT.
5. BUDGET IT’S THE MONEY ASSIGNED TO THE PROJECT.

Present tense

ACCORDING TO THE PROJECT BUDGET, SOME ASPECTS WILL BE

MAINTAINED OR LANDED BY THE COMPANY SALES OF PLANTS
EACH PLANT COST MAXIMUM OF SIX THOUSAND PESOS
ACCORDING TO COMPETITION FOR EACH YEAR THE SALE OF THE
MAXIMUM PAYMENT OF SEVEN THOUSAND PESOS AND SO
ONLY FOR EVERY SALE OF THE PRODUCT THAT WE ARE GOING
TO OFFER A COSTURAL MAINTENANCE SERVICE FORTY
THOUSAND PESOS ACCORDING TO COSTARITY OR VARIATION IN
EACH YEAR, THEREFORE THE PROJECT'S BUDGET WILL BE PAYED
10 BILLION PESOS FOR THIS NURSERY
 6. CONSUMER/
TARGET AUDIENCE
• 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
IN THIS COMPANY THERE ARE 3 TYPES OF CONSUMERS
END CONSUMER THERE ARE SEVERAL PEOPLE WHO BUY PLANTS OR
WANT TO SEND TO FIX THE GARDEN FOR YOUR HOME OR FARM
REAL CONSUMER OR OBJECTIVE IN THIS TYPE THE LADIES BUY THEIR
PLANTS AND FLOWERS WHICH IS WHY THE SIZE AND COLOR OF THE
PLANTS IS DEFINED
POTENTIAL CONSUMER IS DEFINED BY MEANS OF AN ARRANGEMENT
TO PLACE THE PLANTS IN SAID PLACE IN A HOUSE OR APARTMENT IN
AN OFFICE AND IN HIS FARM OR GARDEN THIS PRODUCT WE MUST
TAKE CARE OF IT.
DESCRIPTION OF THE PROFILES
THE DEMOGRAPHIC SEGMENTATION OR PROFILE IS DEFINED BY ITS
CHARACTERISTICS OR ASPECTS AGE VEINTY FIVE TO NINETY YEARS
MIXED SEX LADIES AND MEN
SOCIAL CLASS WE CAN DEFINE IT ACCORDING TO THE COST OF WHICH
A PERSON IS WON FOR EXAMPLE ABOUT TEN THOUSAND PESOS
THE GEOGRAPHICAL SEGMENTATION OR PROFILE IS DEFINED BY CITIES
COUNTRIES IN ALL COUNTRIES WILL HAVE A BRANCH OR SALE OF
FRANCHISE FOR EACH DIFFERENT BUT EACH COUNTRY WILL CHANGE
THE PRICE OF THE PRODUCT
SEGMENTATION PSYCHOGRAPHICS OR PROFILE DEFINES THE
LIFESTYLES OF THE CLIENTS AND THE PERSONALITY ASPECTS OF THE
CLIENTS

7. COMPETITION/POSITIONING
7. COMPETITION/POSITIONING
DESCRIBE THE TYPE OF COMPETITION
YOUR
PRODUCT OR SERVICE HAS:
 DIRECT
 HINT
 MAIN COMPETITION
WE CAN DEFINE THE COMPETITION ACCORDING TO THE CHARACTERISTICS
THAT DIFFERENT NURSERIES HAVE AT A NATIONAL AND INTERNATIONAL
LEVEL
DIRECT COMPETITION WE CAN DEFINE ACCORDING TO THE BRAND AND
SLOGAN STYLE IN EACH NURSERY DIFFERENT MEDICINAL AND FRUIT
ORNAMENTAL INDOOR PLANTS AT DIFFERENT PRICES TO REACH NEW
CUSTOMERS WITH THE NEEDS OF THE MARKET AND THERE ARE SIMILAR
PRODUCTS THE EXAMPLE OF DIRECT COMPETITION WOULD BE THE
NURSERIES OF THE ZONES COMMON DEFINES APARTMENTS HOUSES AND
SHOPPING CENTERS
INDIRECT COMPETITION CAN BE DEFINED ACCORDING TO THE NEEDS OF
DIFFERENTIATED CUSTOMERS. THE EXAMPLE OF INDIRECT COMPETITION
FOR THIS PRODUCT OR SERVICE WOULD BE THE SALE OF PLANTS FOR A
FARM OR GARDEN AND THE MAINTENANCE OF A GARDEN TO IMPROVE
THEIR GARDEN CHANGE THE FERTILIZER OF PLANTS
THE MAIN COMPETENCE IS DEFINED THAT WE CAN OFFER DIFFERENT
CHARACTERISTICS OF FERTILIZER PLANTS AND PLANTS AND ALSO GARDEN
MAINTENANCE AND MEET THE DIFFERENT NEEDS OF THE SAME TYPE OF
CUSTOMER FOR EXAMPLE THE NURSERY GENERATE DIFFERENT ASPECTS
SUCH AS PLANT SALES FERTILIZERS TOOLS FOR PLANTS AND PLANTS AND
THE PROVISION OF GARDEN MAINTENANCE SERVICES
8. PROJECT OBJECTIVES DESCRIBE THE GOAL TO BE ACHIEVED IN YOUR
PROJECT.

WE HAVE MANY GOALS FOR THIS PROJECT WE HAVE TO LOOK

AT THE CONSEQUENCES
DECREASE THE SALE OF PRICES OF SOME TOOLS FOR THE
MAINTENANCE OF A GARDEN
DIFFERENTIATE IN MARKET COMPETENCIES
DESIGN A DATABASE WITH LOYAL SUPPLIERS AND
CUSTOMERS
WE CAN ALSO ANALYZE ONE OF THE OBJECTIVES OF THE
PROJECT TO DETERMINE CERTAIN TRAINING FOR WORKERS
AND EMPLOYERS AS THE USE OF PERSONAL PROTECTION
OBJECTIVES INCENTIVIZE IN SOME STRATEGIES OF THE MARKETING PLAN
9. MARKET RESEARCH

THE INVESTIGATION OF THE NURSERY'S MARKET WE CAN

DEFINE SOME ASPECTS
ACCORDING TO COMPETITION SALES AND PRODUCT SERVICES
SALES OF PLANTS AND FERTILIZERS
SERVICES MAINTENANCE OF GARDENS

MARKET OF OBJECTIVES
WOMEN AND MEN FROM 21 TO 60 YEARS IN ALL CLASSES OR
PROFILES
SEGMENTATION WOMEN AND MEN FROM 21 TO 60 YEARS IN
ALL CLASSES OR PROFILES ACCORDING TO ALL THE
STRATEGIES
NICHES SHOPPING CENTERS
SURROUNDINGS OF RESIDENTIAL SETS AND APARTMENTS
AND DIFFERENT PLACES OF DRISTRIBUTION
9.1 OBJECTIVES OF THE PROJECT PRODUCT OR
SERVICE AGAINST CONSUMERS
OBJECTIVES OF THE VIVEROS AGAINST THE CONSUMER
DECREASE SOME PRICES AGAINST YOUR COMPETITION
TRAINING FOR CUSTOMERS ON SOME ASPECTS CARING FOR PLANTS AND THE ENVIRONMENT
ANOTHER IMPORTANT FACTOR WOULD BE TO STUDY THE NEEDS OF DIFFERENT TYPES OF
CONSUMERS, IN ORDER TO INCREASE SALES OF THE COMPANY.
AN IMPORTANT OBJECTIVE IS THE REALIZATION OF A CORRECT MARKETING PLAN.

OBJECTIVES
 10. SCHEDULE
THE SCHEDULES OF THE DISTRIBUTION CHANNELS
INDIRECT
EVERY 15 DAYS OF EVERY MONTH ALL THE DETAILED
MANUFACTURERS AND CONSUMER HAVE A DIFFERENT
SCHEDULE
ACCORDING TO THE MONTHLY SALES MONTH FORECAST
THE DISTRIBUTORS CAN BE COMMUNICATED WITH THE
COMPANY MANAGER SO AS TO BE ABLE TO LOOK AT OR
OBSERVE THE SALES CATALOG
THE DETAILS AND CONSUMERS IF A PLANT GOES OR KILLS
DAMAGED THIS PQRS PETITIONS COMPLAINT SUGGESTION
CLAIM
ALL THESE 3 CHARACTERS HAVE THE SAME TIME AS THE
MANUFACTURERS
THE SCHEDULES OF THE DISTRIBUTION CHANNELS
DIRECT
THE MANUFACTURER CAN OPEN THE NURSERY'S
DOORS AT 7 SEVEN AM UNTIL 9 NINE PM FROM
MONDAY TO FRIDAY
AND THE WEEKEND SCHEDULE OF 7 SEVEN AM
UNTIL 10:00 PM.
CUSTOMERS OR CONSUMERS HAVE A DIFFERENT
SCHEDULE
OPEN THE NURSERY'S DOORS AT 8 EIGHT AM
UNTIL 10 DIEZ PM
AND THE WEEKEND SCHEDULE OF 8 EIGHT AM
UNTIL 9:30 AM NINE AND AVERAGE PM