Dialogue on a company's budget report

Julia Andrea Cohen Cantillo

Campaña publicitaria

Elkin Enrique Vásquez Aponte

Servicio Nacional de Aprendizaje SENA, Soacha, Cundinamarca

2281991: Gestión de Mercados

2022
Class Activity For Gestion De Mercados

I. Save this file to send your evidence for Phase 2 AP9

II. Listening Activity.

https://youtu.be/jp9NQTDYQ48

Watch the YouTube video about the Cheetos spot, after you have watched answer the
questions below.

1. What product is being advertised on the TV spot?

_Cheetos__Pop__Corn___

2. According to the TV spot, the problem costumers face is:

a. They can’t enjoy their snacks

b. Cheetos are only for children
c. They are not allowed to get their hands dirty

3. In your opinion, for Frito Lay (Cheetos) company. who is the end consumer of
their product?

The Frito Lay company is aimed at snack consumers who have time between their
activities and take the opportunity to have a snack and who want to enjoy their
cheetos without being interrupted.

4. Who do you think are the possible competitors of the Cheetos market in Colombia?

I consider that the direct competition of the cheetos is the Frito Lay brand, because they
have a similar product in its composition based on puffed corn but with a variety of flavors,
this product is Triss cheese, the cheetos handle the natural flavor of the corn and its spicy
flavor, while the Cheese Triis give us to taste its cheese flavor, however they have a similar
shape and image. Likewise, the Yupi brand with its Yupi chitos, which are distinguished by
their image that is an animated bird, however these do not have much movement since they
have not innovated in their advertising image, which is what makes Frito Lay Cheetos stand
out. in the market of packaged or known snacks.
Finally, it should be noted that other competitors may be the other brands of potatoes, since
these are also part of the set of markets that society usually buys on a daily basis.
5. On the TV spot, why doesn’t the man help other people when he’s eating Cheetos?
Because having dirty fingers makes him not have the possibility to help him right away but
when he has them clean and finishes enjoying the snack. This becomes the excuse that the
product gives, since he implies that when he is enjoying the product he has to do only that
without interruptions.

III. Download the material “Guidelines for creating an advertising campaign” placed in
“LET’S READ”. Write a radio advertisement for an X company and present it orally
on an Online Session scheduled by your instructor. The advertainment must last 2
minutes max.

We are number one in flavor and freshness in our products, we are Dreamy Sweet. We
offer you a wide variety of desserts, cakes, chocolates, cupcakes and cookies;
We offer you products for your parties and celebrations in the same way we have combos
thinking about your wishes and requirements.
If you want to have a detail with a special person, we are the ideal company that can make a
real surprise by counting on each and every one of the high quality products, so do not wait
any longer and visit us at Calle 25B # 12E 140 Ciudadela Suiza, know our products on our
social networks @DreamySweet_08 I'm sure you'll love it! the best place to share
happiness.

In the Let’s “write session” download the instructions to elaborate and advertisement campaign
(Radio, TV or Promotional) Using a Brief format. Attached the Brief document and send the
advertisement in the format you prefer

Dreamy Sweet cake shop

COMPANY INFORMATION
• Dreamy sweet confectionery: We are a company focused on manufacturing products in a
homemade way, to help delight our customers' palates with our products, for this reason
we have a diverse line of products, in addition to being useful to share with family and
different festivities. , we offer a variety of combos and ideal details to surprise that special
person.

 Has the company traditionally been advertised? What publicity?

Yes, mediante la red social Instagram, facebook y whatsapp

 COMUNICATION ELEMENTS
The communication mix is made up of:

 Personal selling
 Advertising
 Sale promotion
 Public relations
 Sponsorships
 Direct marketing

WRITTEN AND PRINTED MEDIA:

 Flyers
 Posters
 Social Networks

What were the previous objectives of the campaign?

To publicize the brand and its products, highlighting its origin in natural ingredients, with
the main objective of providing a homemade and sweet product that brings joy to the
palate of our consumers, initially at the Sincelejo Sucre municipal level.

¿ What are the product features?

• Handmade products
• Based on ingredients of natural origin.
• Main ingredient: flour, unsalted butter and eggs.
• Focused on cakes, cupcakes, desserts and cookies.

¿What is the current position of your product in the market?

It is an innovative brand in the hair cosmetic market, for its ingredients, additionally for its
manufacture, which gives it greater security and credibility. Compared to the competition, we
manage affordable prices for our consumers, giving an effective guarantee of solution to their
hair problems.

Product description
Our main product is cakes, having different flavors to offer among them, vanilla,
oreo, chocolate, carrot and orange as well as in different personal portions, half a
pound and one pound for more than 20 portions, these products cover a wide
market made up of clients aged between 15-45 years, along with this we offer
combos made up of cupcakes and minicupcakes to accompany the cake at the sweet
table and give a snack to guests at our clients' meetings.

BUBGET
The budget of Divarius naturals shampoo is 4 million Colombian pesos.
Consumers:
Men and Women, from the municipality of sincelejo in the department of sucre.

Demographic profiles:
Women and Men between 15 and 45 years old, who want to enjoy sweet and tasty
products in their snacks or between meals and who probably later want to enjoy a
dessert at their parties to share.

Competition:
Brands positioned in the sector, such as the renowned Casa Rosa and Dulce
manjar.

GENERAL PURPOSE
The general objective is to provide a quality product highlighting the high
quality raw material for its manufacture and its artisanal production with
professionals in the field of confectionery and pastry.

SPECIFIC OBJECTIVES

 Customer acquisition
 Strengthening of the Brand
 Brand positioning
 Expansion of the advertising brand.

Market search:
Our strategy is to virtually reach the largest possible population, we physically set up a tent
with an L-shaped stand, which allows our visitors to observe our product line and we also set
up a stand where various samples of the product will be given live and direct. . Directly, this
tent will be located in the Majagual park in the city of Sincelejo Sucre.

Distribution and channels:

The distribution will be carried out through a direct channel since the product will be
transported from the store to the end customer without intermediaries, managing a physical
point where the customer can also go to the store to see the products and make the purchase.

DESIGN OF THE TENT AND STAND.

We will install a lilac tent, which will provide a healthy harmony to visitors, it will also be
surrounded by an environment with good lighting and freshness with nature accompanied
by a medium sound of breeze, making our tent a pleasant portal when the client try the
products.

SETTING: As for the shelves, rectangular tables are organized to allow the customer to
move freely and at the same time visualize our product line, this will be L-shaped, with
ladder-shaped containers on the tables to place the necessary snacks for customers.

LIGHTING: We will give light white lights, with a combination of lilac lights, since our stand
must be a moment that transmits 100% tranquility to our visitors, an aura of peace and
harmony, when leaving the stand we will deliver cupcakes along with a compilation
ADVERTISING CAMPAIGN (RADIO)

Don't you know what to give to mom, your friend on her graduation day and your brother
on her birthday? Dreamy sweet has the best sweet details accompanied by love and joy to
spread all that to that special person. This May 25 will be in the Plaza Majagual so you can
get to know the variety of products they offer, do not stay with the desire to try them, we
are waiting for you.

IV. Vocabulary activity

Connect the words with the corresponding meaning:

1. Spot __4____ a. Objective

2. Budget __3____ b. Rivals

3. Competition __5____ c. Merchandise

4. Goal ___1___ d. TV advertisement

5. Product __2____ e. Money assigned to a project