PRESENTACIÓN DE PROYECTO EN IDIOMA INGLES.

APPRENTICE
Kely Johana Arias Gelvez

INSTRUCTOR
Jesica Patiño Gonzales

Sena virtual
regional valle of the cauca
file:1565195
2019
 1. Ingresar al objeto de aprendizaje The Market Thing: “FIVE TIPS
FOR SUCCESFUL PROJECT” que se encuentra en la actividad
de Proyecto 14: “Valorar el modelo de comercialización de
productos o servicios”. Observar el video que se encuentra en la
sección “Let’s listen”, Responder las preguntas.
1.1

1.2
1.3

1.4
1.5

2. En la sección “Vocabulary”, encuentre las palabras en la sopa de

letras y tome captura de pantalla de todas las palabras encontradas.
3. Traduzca el proyecto que ha venido desarrollando desde el inicio de
este programa en el formato de su preferencia, mencionando los
aspectos que ha desarrollado hasta el momento. Agregue la traducción
al documento
 INTRODUCTION
The present investigation was carried out through a work plan and a
diagnosis, which provided us with the information for its development,
the whole project arises from the need to create a market plan of our
company, for this we use and We apply all the knowledge acquired in
the Technology in Marketing Management career, since it has helped us
to conduct research, with tutors who have focused on the micro and
macro study of the product environment, to carry out marketing
processes that develop the business idea, in this way project us as a
company.
VIEW
To be in the year 2025 a company that develops in a reliable, safe, solid,
flexible and profitable way, building the change in the era of the jewels,
with the innovation and human quality of our people, with a management
that is anticipated and Strengthen change, learn from experience and
innovate permanently.
MISSION
Promote the development and organization of the artisanal sector with
products made of stainless steel, supported by good service, functional
processes and human talent and commitment to it; We focus on the
marketing of jewelry, striving to keep our customers.
OBJECTIVES
OVERALL OBJECTIVE
Formulate the strategic plan of launching and marketing of the new
product Jewels in stainless steel under the brand Bastet, in the town of
Engativa
SPECIFIC OBJECTIVES
Determine purchase reasons and identify the potential market.
Present the analysis of the financial projection and the viability of
the business.
Evaluate strengths, weaknesses, opportunities and threats with
respect to the market and the competition.
Define parameters for structuring the internal environment of the
organization.
Establish the most accepted styles and designs in the target
market.
Locate, from secondary sources, the foreign market in which to
direct the product for future international marketing.
JUSTIFICATION AND IMPORTANCE OF THE THEME

With this project it is expected to generate an innovative product

development proposal, from which women will have a different
alternative of functional accessories and adjustable to the different
occasions of use.

Our product will provide satisfaction to the daily needs of women who
care about their personal care. The goal is to embellish, give style,
elegance and be a differentiating agent for users, with a product that
shows attractive and that generates security, that's why we use first
quality materials.

THEORETICAL FRAMEWORK
Market History

Stainless steel jewelry is the latest fashion trend in Europe and America.
The high cost of traditional metals (Gold and Silver), as well as the levels
of insecurity prevailing in the main cities of the world have caused many
world jewelery manufacturers to begin to explore cheaper alternatives
for their customers, leaning heavily towards stainless steel
The stainless steel jewelery is innovative due to its soft shine and
futuristic elements. Each piece of jewelry, due to its design
characteristics, becomes a work of art in its own right.
The stainless steel of each piece is the result of high technology,
creating high quality surfaces. This type of jewelry is preferred for its
qualities, since the metal is not allergic and stainless. They are
presented in a wide variety of pieces such as rings, earrings, earrings,
necklaces, bracelets, chains, male jewelry and more.
SIZE OF THE MARKET

CONSUMERS:

The objective target is female executives, workers, with their own

income, the frequency of purchase is not defined (according to fashion
and craving), they cover their basic needs and they have a good part to
save and spend on the tastes they want to give. . Usually they go to a
shopping center or they do it through the informal sale like compañeras,
street vendors and make impulse purchases, regardless of the time or
the occasion. When they are students, parents have a good purchasing
power, and therefore their daughters can make the purchases they want,
maybe not as often as a woman with her own income. The size of the
population is 1,300,000 inhabitants in the 10th locality of Bogotá of which
more than 60% is a female population.

The jewelry market in Colombia has grown in the last 5 years. According
to the National Federation of Merchants (FENALCO), the jeweler sector
has a new instrument of competitiveness in the market
Colombian, it is a series of technical standards that guarantee the quality
of jewelry, so that entrepreneurs can make their products according to
the demand and demands of today's consumers.
In this way, small and medium-sized entrepreneurs are motivated to
make companies more competitive and capable of venturing into world
markets.
The Nor. Occidente de Bogotá is the economic and industrial center of
Colombia. Likewise, in 2009 the city was the fourth most influential
financial center in Latin America. In the period 2006-2009, the
commercial GDP (gross domestic product) of Bogota grew by 10.3%
annually, representing 25.3% of the national commercial GDP; being
higher than the GDP of Uruguay, however, the unemployment rate
reaches 11.3% and underemployment of 31.6%.
The city of Bogotá due to its geographical location, a strategic point in
terms of logistics, since the transport of all types of merchandise to other
parts of the country is relatively fast. In the same way it facilitates the
supply of raw materials for the industrial sector in the city pioneering
zone in the construction of shopping centers, reason why it is considered
by many as the city with the highest concentration of this type of
buildings in the world.

IMPACT OF TECHNOLOGY

Currently the Internet is one of the most powerful communication and

marketing tools. This is how the information is systematized and flows
through networks and Web sites, this means of communication is the
most appropriate to publicize the product and demonstrate its
characteristics focused on women from high strata in the Negativa area
of Bogotá. Similarly, the idea is that the user can create their own
accessories combining style, colors, sizes and any other type of jewel
so that they personalize their products. A point in favor is that it is
innovating, not only with the product but with the way to create
advertising and promotion channels through webpage services, social
networks and of course the Internet.

SITUATION

Currently there is a large market of both handmade and industrial

jewelery in the country and abroad, however the woman for her vanity
every day wants to have exclusive, original, different garments and
above all quality and price. The main reason for this project is to present
to the market a new alternative of exclusive concepts and designs to
captivate a consumer looking for new trends in personal accessories.
1The raw material is stainless steel; It is a product that does not exist in
this country, however there are important companies that import it in
great quantity, at excellent prices and with quality standards, one of them
is Wesco SA, in this case it will be the provider of suppliers, Bastet He
buys the finished product from Mr. Gabriel García, who makes all the
production using state-of-the-art technology. In this way AZURITA
becomes a marketer of stainless steel jewelry.

PROCESS MAP
POLL
APPROACH
GROUP
•PLATING OF THE PROBLEM
•RESEARCH OBJECTIVES OBJECTIVES
•IDENTIFY WHO IS OUR MARKET

INFORMATION

•WHAT INFORMATION DO WE NEED? FIELD WORK

•LOCATION OF POSSIBLE CONSUMERS
•IDENTIFY WHO IS OUR MARKET

ANALYSIS
TABULATION
•DEGREE OF ACCEPTANCE
•ESTABLISH OPTIMAL PRICE OF THE PRODUCT INFORMATION
•DEFINE OBJECTIVE GROUP TO Q WANTS TO ARRIVE

COMMERCIALIZATION

•ESTABLISH DISTRIBUTION CHANNEL DECISION

•WHAT IS THE POINT OF EQUILIBRIUM OF AZURITA MAKING
•STRATEGIES DEVELOPMENT

D.O.F.A
Positioning
Low resources in the capital.
WEAKNESSES Logística.
Tecnología.
 Sales season.
 Good relationship with
suppliers
OPPORTUNITIES
  Good relationship with
customers.
 Sufficient demand.

 Target defined.
 Growth opportunity.
STRENGTHS  Utility.
 Raw material characteristic.
 Competitive prices.
 Competition
 Substitute products
THREATS  Preference for traditional
jewelry silver, gold, fantasy
 Imports
 Cultural

SWOT ANALYSIS

AZURITA has a high index of opportunities and strengths that can

counteract weaknesses and threats, focused on competitive strategies
such as merchandising, price, niche selection, product differentiation
offered by the type of material (durability) It is expected that once created
as an organization, it will have an excellent relationship with both clients
and suppliers, as well as a good internal climate.

These strategies are the result of market research developed with

potential customers, suppliers and the competition.

MARKETING MIX
Product strategy

AZURITA offers two kinds of products, which are earrings and

necklaces, because our product is in the introductory stage, our main
objective is that consumers are attracted by the material (steel), that they
see innovation and difference compared to Other products according to
your needs. It is expected in principle to publicize the product with direct
sales, in a shopping center close to the target group. According to the
size and value of the market, it is also expected to develop a
communication channel based on direct information to the consumers
through brand activations, which would be carried out through the
exchange of services or alliances in the different events held by the
shopping centers. , we can have presence in your advertising pieces and
it is an excellent opportunity to show the characteristics of our product.

Portfolio breadth:

Earrings Necklaces

The portfolio is composed of two earrings products with a variety of

designs, materials that are not allergic, necklaces, leathers, threads with
designs where the customer can join with the earrings and form a set,
according to taste or need.

Depth of the portfolio

Bastet earrings: They are made of stainless material, with butterfly that
are not allergic, variety of design with a proportional weight, short
lengths, topitos, variety of designs as animals, nature forms, letters,
designs made according to fashion trends .

Bastet necklaces: They have figures in stainless steel, are composed

of leathers and can use short, long, with colored ribbons, threads, electro
silver chains, these figures would be accompanied by seeds, stones,
stainless steel figures with a wide range of colors.
PRODUCT CHARACTERISTICS BENEFITS COMPETITIVE
ADVANTAGES

The main material It has a useful life It is a Jewel

EARRINGS in which it is made of approximately with a
is stainless steel, 1 to 5 years, material not
its designs change following the exploited in
Y according to suggested care the market, it
seasons and found in the has an
special dates, are package and that attractive
COLLARS combined with the seller gives as appearance,
different materials recommendations it is
such as leather, at the time of sale characterized
granite, canutillo, for the care and by its
natural stones, durability of the designs, the
nylon thread. jewel. Also the innovation in
designs are very the material,
ingrained since the sale
we offer to the prices are
woman beauty very
harmony and affordable
taste at the time of since we
using them. handle
volumes.

WHAT MAKES THE PRODUCT COMPETITIVE

The jewels in stainless steel have a new market that has not started to
explode. The target group has a low knowledge of the product, however
it is easy to combine with other materials to show a reliable, different and
above all versatile product, since it can be adjusted not only to the user
but to the occasion.
LIFE CYCLE OF A PRODUCT

Introduction: the strategies that will be implemented in this stage so

that
have a rapid development of the market, are increases in the capacity
of
purchase of consumers. Offering reduced prices that facilitate
penetration. It will also increase the knowledge of the service and the
desire to purchase the consumers. For this, the service will be strongly
supported through
advertising, where it is generic and that highlights the benefits provided
for the new service Sellers will be strongly encouraged to present a
product whose
sale will involve more effort. Expand the variety of the range of product
is also important, since it will allow reaching multiple segments of
consumers. Finally, sales promotions should be geared towards induce
product testing, offering samples, free trials, possibility
of return, guarantees, etc., as a way to reduce the risk of the test.
Growth: the strategy that will be implemented in this stage, will be to
capture repeated purchases or replacement purchases from other
competitors. For it, competitive advantages will be established through
the marketing variables, such that encourage the change of brand.
Among the instruments that can be used we will mention the advantages
in service, design, prices, comparative advertising, sales promotions
that induce change, etc.
Maturity: The strategy is based on how the maturity stage can last a lot
of time, it makes little sense to harvest or liquidate, and it's more
interesting maximize financial performance. This means protecting and
maintaining the quota of market, reducing commercial expenses. The
actions outlined above aimed at facilitating the repeated purchase and
increasing the satisfaction of the consumers are adequate for this
strategy.
Decline: The strategy to follow must be to obtain sales and benefits and
when they disappear, you have to follow an aggressive strategy to
reduce costs, and diversify into the products.

CREATION AND DEVELOPMENT OF THE BRAND

LOGO: This has a youthful and fresh look that represents the vain
woman, the elegant woman who always likes to look and feel good, aims
to create impact and credibility in the market.

BRAND: La Azurita promotes getting the best out of yourself. It frees

you, connects the intellect with love and stimulates compassion and
loving communication. It gives you courage and strength and allows you
to feel invincible when you need it.
The brand has a great significance, is aimed at women, the joy of living
and harmony, is represented in our corporate colors and what they
express for women fascination, surprise and above all naturalness.
Brand Strategy: The objective of identifying the product with the
AZURITA Brand is basically to generate a reminder of beauty, style and
versatility in designs, that's why our slogan is "Costume jewelery and
accessories" since it will find great variety.
The brand identity: is the relationship between Logo and the brand that
people see the name and the woman think of unique jewelery,
reaffirming our promise: beautiful, elegant, feminine women and above
all that generates a visual impact and is remaining in the mind of the
consumer until achieving a position before the competition and
customers.
The image of the brand is defined with the following variables: colors,
typography, design and association with the logo, with what the identity
of the woman is sought, that when you want to acquire feminine
accessories the first thing you have in your mind is the brand AZURITA
The brand identity: is the relationship between the logo and the brand
that people see the name and the woman think of unique jewelery,
reaffirming our promise: beautiful, elegant, feminine women and all that
a visual impact and is remaining in the mind of the consumer until
achieving a position before the competition and customers.
The image of the brand is defined with the following variables: colors,
typography, design and association with the logo, with what the identity
of the woman is sought, that when you want to acquire feminine
accessories the first thing you have in your mind is the brand AZURITA.
DATA SHEET

FICHA TECNICA DE COLLARES

PRODUCT NAME: COLLARS
FEATURES:
Presentation: Carton and Bag

 Size: 16 "/41 cm to 36"/92 cm

1. Glossy opaque and delicate, multicolored stones and different
sizes.
2. Hypo-Alergenico-does not cause allergy
3. It does not stain, does not rust and does not lose color.
4. Resists wear of daily use
5. Keeps its color and shine
6. Easy to maintain
Product Design:

APPLICATIONS:This product is designed to highlight or complement

the woman's wardrobe making her look elegant and highlighting her
beauty.
PACKING:
ADDITIONAL INFORMATION:
PRECAUTIONS AND CARE AND MAINTENANCE
1. Store the jewel individually, preferably in cotton or flannel.
2. Clean parodically delicately with a flannel or cotton to prevent
scratching.

ELABORATION OF THE PRODUCT OR SERVICE PROTOTYPE

SPECIFY THE TASTES AND NEEDS OF THE CUSTOMERS.
AZURITA Jewellery and accessories is focused on women between 15
and 70 years, looking for a complement to their daily attire as some have
said they feel that they are missing something if they do not wear a jewel,
a woman's wardrobe is considered incomplete without a perfect piece
of jewelry. Without a doubt beautify and give the touch of distinction in
the well-dressed woman.
Taking into account a survey conducted among clients in the sector, half
of the women say they buy their accessories for personal appearance,
following fashion and trends.

MATERIALS, TECHNIQUES, AMONG OTHERS

For the design of the jewels are implemented exclusive designs which
will be composed of stones, stainless steel, different techniques that are
known in the world of jewellery and jewellery as:
QUIRURJICO STEEL
Steel contains iron, carbon, nickel and chromium. For steel to be
considered stainless, it must contain at least 12% chromium. Chromium
converts to stainless steel by creating an invisible surface layer that
comes from oxygen oxidizing or corroding the surface of steel. This
means that the steel will not rust or black.
Stones

1. Gemstone. The jewels can be composed of precious stones like

diamonds, rubies, sapphires or emeralds that are considered
precious by their rarity, their purity and their economic value.
2. Semi-precious stones are easier to find therefore more common
and their economic value is lower. Some examples of these are
aquamarine, agate, amethyst, quartz, garnet, turquoise and many
others.
3. Precious Woods or more common wood, crystals whether of
Swaroski or Czech or the most economical ones that are
manufactured in other parts of the world.
4. Beads of natural materials such as pearls, amber, ivory, bone,
etc.

1. Glass beads. Among these we find very good quality crystals such
as Swaroski or Czech crystals that come in different colors that you
can combine with stones, woods or natural materials.
2. You can also find plastic beads that mimic the good crystals, take
care that the quality is the best you can afford.

Usually these beads are drilled in the center of the figure so they can be
crimped or threaded into the wire.

Metals.

In addition to accounts most of the pieces of jewellery have some kind of

ornament, account or metal part In addition to:

1. The clasp with which the necklace or bracelet is closed,

2. The hoop that forms the ring or
3. The hooks for the earrings.

These metals, give congruence and unity to the pieces, add shine and
elegance. To make jewelry you can purchase metals from different
compositions such as:

1. Silver or silver-bath pieces.

2. Gold or gold-bath pieces..
3. Copper.
4. Brass.
5. Steel.
6. You can find beads and plastic bills with metal finish that serve for
small girls jewellery.

THE THREAD.

Threading the beads will require yarn of varying thicknesses, preferably

buying plastic-covered metal yarn of the thickness suitable for the weight
of the beads you want to thread. Thicker for heavier beads like stones
and less thick for crystals and wood.

THE WIRE

It can also be used as a base and sold in colors, of various types and
thicknesses.

BUILD YOUR PROTOTYPE FROM A SKETCH:

 DO MARKET TESTS.
Before carrying out our market strategies, a study of our consumer has
been carried out and the following information has been obtained:

1. The average ages of our clients.

2. The genre
3. The taste of consumers.
4. Every time they demand the product.
5. The design

Other aspects:

6. Where our customers come from

This information was obtained by means of surveys carried out.

From this information catalog right overs know what products we are
going to seender more.
This will enable the seller to better serve the customer

Four basic points must be found:

1. What are the characteristics of our consumer.

2. What your needs are.
3. What is the degree of satisfaction with our product?
4. Who it is and what our competition offers.
FINAL SKETCH