Fase 2: Planeación

9 Elaborar el plan de acción de mercadeo

Brief

FICHA: 1310100
EDWIN ANDRES CHACON PEREZ

SERVICIO NACIONAL DE APRENDIZAJE (SENA)

CENTRO DE COMERCIO REGIONAL ANTIOQUIA
GESTION DE MERCADOS
2017
Resultados de aprendizaje relacionados con la evidencia de aprendizaje a evaluar:

 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

Cumple
DESCRIPTORES
Ítem AÚN Observaciones
SÍ
En cuanto al formato Brief NO
Tropics finishes and paintings, business name Henry
1 Hoyos, Natural Person
Common regimen.

Tropics color is a company that was created

approximately 12 years ago by a group of people
2
who were unemployed from the Graniplast ltda
company and were forced to join to create this
company, after a while these 5 employees were
dissolving the company leaving said company of a
single person Henry Hoyos current owner, tropics
color is a company dedicated to manufacture and
market products of the highest quality for our
customers such as: builders, engineers, architects
and people who need our products. Tropics color
has not done any advertising campaigns.
 Characteristics:
Physical (Creamy, smooth and has good drying
time).
Chemicals: fine-grained paste composed of
slaked lime usually fat-air lime.
Packing: Packaging: 25 kg sacks
3 Benefits: The prototype that we
are using is dry and powder to
facilitate its packaging and so
that the client can have access
to it before applying it.
Trajectory: The life cycle is
not exactly the same for all
products. While some have a
launch in a short period, most
consumer products remain in
maturity stage for years. In our
case, it is currently ready to
launch on the market, but it has
not been done due to lack of
budget and machinery.
Lifecycle: Currently the life
cycle of the product is
approximately 1 year.
Legislation: Legislation: For
paints, the applicable norms in
the use of solvents for
production, norms or laws for
care in their storage, norm
applicable to shipping or labels,
norms referring to liquid
discharges, to safety and health
during their elaboration, as they
are ARP, EPS, Another rule
that handles tropics is for paints
and raw materials which is the
taking of samples (ISO 15528),
test methods to determine the
effects of chemical substances
(NTC1114).
 Internal factors:
4
List of strengths.
F1 Optimal quality in the products.
F2 Privileged location at your point of sale.
F3 Staff trained and with technical knowledge.
F4 Improvement in technical assistance.
List of weaknesses:
D1 There is no plan for clients outside the city.
D2 It does not have a very broad catalog of products.
D3 Does not have a marketing unit.
D4 Susceptibility in the business of colorimetry could affect
the acceptance of the company.
Opportunity list:
O1. Prices more comptable than those of the competition.
O2 The management of a fresher image that allows the
market to be strengthened.
O3. 2.7% increase in works and buildings in the country.
O4. The niche of clients that was surveyed prefers the
national companies.
List of threats:
A1. Competition with more established brands that cover a
larger market in the country.
A2. Mishandling by customers in the use of products and
processes recommended by the manufacturer.
A3. Little technical training of the painter in the region.
A4. Lack of differentiation in the quality of the paints to be
used by the client.

Base plate Graniplast $130.000.

5
Colorflex Paint T1 Int-Ext Paint $215.000.
Interior Colorflex T2 wedge $150.000.
Kilo Stucco filling Fino Exterior $ 2.400.
Kilo Estuco relleno Fino Interior $ 1.900.
Kilo Medium thick outer filling $ 2.000.
Kilo Medium thick inner filling $ 1.900.

Actual consumer: Refers to those people who

normally purchase your product. Potential
consumer: Refers to people who might purchase
6
your product. Final or particular consumer: it is the
purchase of this type of property and it is intended
for its own use.
 Geographically: Commune 9, in the geographical
center of the urban area. To the north with the
commune 3, to the south with the COMUNA10, to
the east with the Commune 8 and to the west with
the commune 19. It covers 2.4% of the total area of
the municipality. It consists of single-family homes,
alternating with lots and abandoned buildings and
small shops and wineries.

Demographically: Masculine 960hombres. * Female

1,084 women. * 60 people. * Men 388 and women
342.

Psychographics: The community has 30 pre-

primary,22 and 14 secondary schools. 103.41% in
secondary education and illiteracy is 3.1%. They
have an index of green Zone per inhabitant of 0.3
m2. Outdoor exercises.

Socioeconomic: * Between 1 S.M. L and 2 S.M. L *

between 1 S.M. L and 2 S.M. L * between 2 XL and 3
S.M. L related to the product: it has single-family
homes and buildings that need improvement of
facade this makes it easier to sell paints. It is located
in the center of Cali which allows the easy sale and
rotation of our product.

-To have more participation and

7
recognition in Stuccos for locative
adjustments.
-Increase sales of the company with
a 50%-provide advice for customers
who want to know more about the
product's technical specifications
and their uses.
-Show the customer a product that
is environmentally friendly.
 It is indispensable for the execution of this project
to be able to determine important factors that can
8
influence the start-up because it is very important
to determine the specific segment which we will
focus, the competition that is present In this
industry, barriers of entry with which we
enfrentáremos, to determine the price square and
promotion necessary for the correct implantation of
the project.

Definition of the service This project consists of the

implementation of a company of paints, which will
develop in its facilities all the categories related to
remodeling of the home, business and structures is
aimed for young people over 18, Painters, builders,
engineers, people to renew their homes. This as a
form of image beautification of our home or office
work.
 Consumer Profile

as The main objetive of market research is to

understand the behavior of the target market
towards the service offered, it is of paramount
importance to define the profile of those who will
be the clients of our company; For this has been
determined that the target consumers are going to
be the painters, but as you can notice the painters
are able to acquire services of great coverage so
that customers would be companies, houses,
schools, institutes, which have great utility of
materials and engage young adults. This is intended
for people of a low, medium, medium-high
socioeconomic level

1. Direct sales from the manufacturer. In the

direct sale the manufacturer without using
intermediaries takes the product to the
consumer. It is a sale without the use of
physical stores.

2. Foreign distribution channels: Most

manufacturers use other distribution channels, so
they send products through wholesalers and non-
owned stores
 Usa adecuadamente los diferentes
10 tiempos verbales durante el
diligenciamiento del formato.
Presenta la traducción e
interpretación adecuada de los
11
componentes del Brief adaptados a su
proyecto.
AÚN
Ítem En cuanto a la pauta radial SÍ NO Observaciones
26A0E8FD.m4a
1
this is the audio you must double click to
listen to it, in case you can not find the
audio at the end of the document.
Usa adecuadamente los verbos
2
regulares e irregulares.
El mensaje que presenta es conciso
3
y directo sobre el tema propuesto.
El Audio se encuentra al final del
documento
 Usa la herramienta adecuada para
4
grabación de voz.
AÚN
Ítem SÍ Observaciones
NO

1 in one of the two links you can see

the commercial
El comercial expresa el beneficio
2 diferencial que ofrece el producto
(reason with).
El comercial se realiza con
3 elementos adecuados de color,
sonido y ambientación de la escena.
El comercial expone información
relevante sobre el producto o
4
servicio (slogan, marca, tamaño,
promesa de venta).