SERVICIO NACIONAL DE APRENDIZAJE SENA

GUÍA DE APRENDIZAJE 8
SISTEMA INTEGRADO DE GESTIÓN

FASE 2

TEMA:

AP09-EV04- ?FORMATO BRIEF - CAMPAÑA PUBLICITARIA

EN INGLÉS?.

Evidencia

LEIDY CASTIBLANCO RUEDA

 COMPANY: SABDI S.A.S
BRAND: SABDI SAS
MOTTO: QUALITY AND SERVICE WITHIN
THE MARKET

COMPANY INFORMATION PRESENT TENSE

• Name of the company • Name of the company and commercial name: SABDI SAS

• Trade’s name • Motto: QUALITY AND SERVICE WITHIN THE MARKET

• Company’s activity

• Activity of the company: The products that are made in our

company are bags, suitcases, backpacks and wallets for all
occasions which we adjust to all types of occasions taking into
account the latest fashion trends in Colombia and customer
requests.

COMPANY HISTORY PAST TENSE

History of the company in detail SABDI SAS our company was created in 2019 as an
entrepreneurship that leads us to produce the best bags
• Advertising has been traditionally done?
The inspiration arose from the innovation of designs in uero
• What kind of advertising and what issues were giving a complement full of elegance and style.
addressed?
 The managers developed this business idea by acquiring
• What were the objectives of previous campaigns? artisans and leather goods from different areas of the country
to market products.
• What are the characteristics of your product or
service? After marketing the first articles, our products have had a
great reception, which make of SABDI SAS a good
• What is the current position of your product in the perspetive, acquire their identity and obtain recognition, since
market? then we have developed several advertising campaigns in
different media to consolidate the image of our company.
THE PRODUCT OR SERVICE PRESENT TENSE

Description of the product or service with all its Our products offered in the market are handbags
features: and accessories made with recycled material.
• Physical (if it has)
Our designs are manufactured by high quality designers from
• Chemical characterization (if it has) different parts of our country, inspired by the protection and
• Packaging (if it has) care of nature.

• Benefits The elaboration of our products will be based on ancestral

techniques transmitted to designers from generation to
• Trajectory (how long was it released) generation, respecting current regulations and legislation.

• Lifecycle The useful life of our products will be five to ten years.
Our products are exclusive and are only available on our
• Legislation website.

SWOT MATRIX (STRENGTHS, WEAKNESSES, PRESENT TENSE

OPPORTUNITIES ANDTHREATS)
• Weaknesses:
• Weaknesses We do not have enough capital to have an optimal competitive
(they are internal to the company) level.

• Opportunities • Opportunities:
(they are external, what the sale opportunities Assistance for various fashion fairs nationally and
are) internationally, and business conferences that allow contact
with intermediaries.
• Strengths
(they are internal) • Strengths:
Variety and exclusivity in designs, quality finishes and leather
• Threats materials, guarantee on all our articles.
(they are external )
• Threats:
Shorter period of time in the market than our competitors.
BUDGET PRESENT TENSE

It’s the money assigned to the project. Complementos para la venta: $ 22,000,000
Alojamiento web: $ 8,000,000
Servicios profesionales: $ 16,000,000
Equipos informáticos: $ 12,000,000.
Gastos de personal: $
9,000,000
Suministros: $ 3,000,000
Total: $ 70,000,000
CONSUMER/TARGET AUDIENCE PRESENT TENSE
Final consumer: women of all ages, lovers of bags and with a
Describe the three types of consumers: taste for fresh and exclusive designs.
• End consumer:
The person who consumes the product, but doesn’t • Real or objective consumer: any type of person who
decide on the purchase. purchases leather articles for personal use or to give to
another person.
• Real consumer or objective:
The person who makes the purchase decision. • Potential consumer: women of all ages who seek to make a
difference with a touch of distinction, originality and good
• Potential Consumer: taste.
The person who has a provisional contact with the
product or who will be the consumer in the future. CLIENT'S PROFILE
• Profile of the demographer: men and women of all ages.
Describe the profiles
• Demographic profile • Geographical profile: Our public will be located throughout
the national area, with an offer for all types of social class.
• Geographic profile • Psychographic profile: women of all ages who buy
handbags goods with different styles and exclusive designs.
• Psychographic profile
COMPETITION/POSITIONING PRESENT TENSE

Describe the type of competition your product or POSITIONING COMPETITION

service has:
• Direct contest: SABDI SAS
• Direct • Clue: Style lover of our planet.
• Hint • Main competition: Accessories for women.
• Main Competition
PROJECT OBJECTIVES PRESENT TENSE

Describe the goal to be achieved in your project. OBJECTIVES OF THE PROJECT

Achieve a measurable annual return of 35%.

Increase sales every year by 50%

Position our brand in the accessories market being

recognized for its variety, quality and prices of our products.

Achieve full national and international coverage.

MARKET RESEARCH PRESENT TENSE

Explain the market research you have made in your MARKET RESEARCH
project: We will investigate trends, public, products, distribution and
which are the latest changes of consumers and the advertising for handmade accessories for women.
target public?
Trends
We will generate new ideas to innovate our products and
adjust to the current fashion.

Public
Our target audience will be, in any case, a taste for
accessories such as bags and suitcases.

Product
Young and fresh articles, with innovative and original designs,
which represents a great attraction for our potential clients.
 Distribution
The distribution is carried out through an independent
company, which will generate added value by the rapid
delivery of the product to our end customer.

Advertising
To publicize our products, make an announcement through
print media, radio, television, as well as public image on the
network

SCHEDULE PRESENT TENSE

Initial Date until deadline. WEEK 1 Approach of the idea.

The most Critical Date need to be arranged and WEEK 2 Investigation of the problem
Written here. WEEK 3 Development of the conceptual framework.
WEEK 4 Formulation of the overall objective of the study.
WEEK 5 Formulation of the general objectives of the study.
WEEK 6 Formulation of the specific objectives of the study.
WEEK 7 Formulation of the study hypothesis. (Critical week)
WEEK 8 Definition of research variables.