The objective of this project is to create an advertising strategy according to the needs and resources of the store, managing with them to keep their current customers and also attract new ones, and above all to generate a good image since every day the action increases. of buying and selling through the internet, all of this currently forces companies to take more planned strategies.
In particular, more and more companies are choosing to carry out an advertising project as they help to improve the situation of the company in which GUDE is a distributor of electrical material which satisfy the needs of customers.
In this case, I will analyze the advertising media that result in increased sales in order to improve the quality of service and also achieve an efficient operation of the company.
advertising-project-example-for-a-mexican-companyThis work includes several chapters in which they will show us important data and proposals, all of which are interesting for the development of this project.
OBJECTIVES
Overall objective
Analyze and implement an advertising project to improve the image of GUDE INGENIERIA SA DE CV
Specific objectives
- Improve the image of the company Make sure to obtain new clients through this project
JUSTIFICATION
The importance of creating an advertising project is that it allows companies or organizations to plan, organize, and control how far they want to go. The interesting thing about doing this project is that it seeks to contribute to the improvement of the company since the advertising aims to communicate and motivate consumers with convincing and reasonable arguments about the convenience of acquiring the goods or services offered in the market.
For GUDE this project will be essential as it will allow it to have one more tool to obtain new clients in a timely manner.
Delimitation of the investigation
This research refers to the design of an advertising project; for the company in order to be more recognized at the state level.
CHAPTER I THE COMPANY
1.1. Background:
The growing need to have electrical material distribution companies that cover the most important aspects in these times and in a reliable way, since there are many stores that provide these services that project but do not build, or build but do not project or project and They build but do not offer a future. Faced with this situation, a public limited company with variable capital is created taking as principles to cover these needs given in modern times.
The initiative of two brothers who, with the experiences acquired through 15 years of service in the service sector and the sale of electrical equipment, create GUDE INGENIERIA SA DE CV in order to offer products required by different areas in the industry.
1.2. Mission:
Sell and distribute electrical material and equipment, offering our customers reliability and total satisfaction, so we have personalized attention and leading brands.
1.3. View:
To be a leading company in the electrical environment, where the distinction is our quality, commitment and price, having as a goal the growth of the company, as well as the improvement of our staff.
1.4. Quality politics:
GUDE INGENIERÍA is made up of people with a spirit of improvement, committed to carrying out their activities with quality, for the mutual benefit of customers and suppliers.
1.5. Organization:
1.6. Job description:
1.6.1. General management:
This consists of the head of the company. In small businesses it is the owner.
He is the one who knows where the company is going and establishes its objectives, is based on his business plan, his personal goals and his knowledge so he makes decisions in critical situations. Many times it is the representative of the company and the one who takes the finances of the same. In addition, they must maintain unity in the work team and an atmosphere of cordiality and respect in the company to motivate the workers of the same.
Many successful companies are due to an excellent relationship between the work team and constant, respectful and honest communication between the members that make up the company. Remember that many times, people spend more time of their life in the company where they work than in their own homes. A worker who identifies with and is proud of working in a place will transmit that pride to the clients.
1.6.2. Management:
Management is a position occupied by the director of a company which has within its multiple functions, representing society against third parties and coordinating all resources through the process of planning, organization, direction and control in order to achieve established objectives.
1.6.3. Purchases:
The purchasing department is in charge of making the necessary purchases at the right time, with the required quantity and quality and at an appropriate price. This department was previously delegated to other departments, mainly to the production department because it was not given the importance that it requires; since it must provide each department with everything necessary to carry out the operations of the organization.
1.6.4. Sales:
Responsible for ensuring that the product is acquired by the client for the attributes and benefits it offers compared to the competition. He is in charge of looking for new clients by carrying out an efficient sales management that allows to reach the sales objectives in units month by month. They are also in charge of supervising the credits and collections. Also responsible for offering a quality service and continuous monitoring of clients to guarantee excellence in their satisfaction.
1.6.5. Credit or accounting:
Responsible for keeping an economic financial control on the current situation of the company. It is the area that is responsible for keeping a systematic control over the income and expenses of the company and providing information in a timely and reliable manner for decision-making.
It provides cost information and provides support to the areas involved with the development and evaluation of projects.
1.6.6. Warehouse:
Responsible for transferring the company's products to the transportation unit and providing timely and updated information regarding the stock of products and availability of supplies.
It is important to optimize spaces, routes and manipulations within the environments in order to carry out a quality administration and above all agile in the shortest possible time
1.6.7. Carriers:
Responsible for delivering the requested products to customers either locally, nationally or internationally. They are in charge of keeping track of the unit's income and outputs as well as the correct handling of the products.
1.8. GENERALITIES:
Business name:
GUDE INGENIERIA SA DE CV
Address:
Av street. hills of san juan
Tails. San Juan hills
CP76780
San Juan del Rio Querétaro.
1.9. Location GUDE INGENIERIA SA DE CV
CHAPTER II THEORETICAL FOUNDATIONS
2.1 Advertising:
Advertising, term used to refer to any advertisement intended for the public and whose objective is to promote the sale of goods and services. Advertising is aimed at large human groups and is often used when direct selling - from seller to buyer - is ineffective. It is necessary to distinguish between advertising and other types of activities that are also intended to influence public opinion, such as propaganda or public relations. There is an enormous variety of advertising techniques, from a simple advertisement on a wall to a simultaneous campaign that uses newspapers, magazines, television, radio, flyers distributed by mail and other mass media. From its beginnings in the ancient world, advertising has evolved into a huge industry. Only in the United States,In the late 1980s, about $ 120 billion was spent on advertising in one year.
Advertising in the United States is the first worldwide, not only in volume, but also in terms of complexity in terms of organization and advertising techniques. Many of his methods have served as a model for other countries. Today's advertising plays a crucial role in urban industrial civilization, conditioning - for better and for worse - all aspects of everyday life. After demonstrating its enormous power to promote the sale of goods and services, since the 1960s advertising has been increasingly used to promote well-being. Two important categories of advertising can be distinguished: consumer goods, aimed at the final consumer, and business, aimed at entrepreneurs through economic newspapers and magazines and other specialized media.
These two types of advertising use a multitude of techniques to encourage consumption. Another advertising modality, of less importance, is institutional, whose sole objective is to create prestige and promote respect for certain public activities. Huge sums of money are spent each year on this type of advertising, which does not usually advertise goods or services.
Another increasingly frequent advertising technique consists of presenting joint campaigns between the producer and the seller. Sometimes when campaigning on a national scale, multiple business owners share the same ad.
Advertising can be local, national or international in scope. The prices of an advertising campaign will depend on its scope of implementation. They will also vary depending on what is advertised: entertainment, legal, political, financial, religious issues or advertisements intended to collect donations to fund charitable or humanitarian activities.
2.2 Definition of advertising:
2.2.1. What is the publicity?
Advertising is the impersonal paid communication of an identified sponsor that uses the mass media to persuade or influence an audience. It is the way advertisers can target consumers about the product or service they are offering for sale, or how Stores publicize their benefits, it is a paid form of mass or direct communication by which it reaches an audience of real and potential buyers, to maintain the level of memory of the products and / or brands.
The purpose of advertising is to communicate the marketing objectives to specific and targeted audiences.
2.2.2. Main functions of advertising
In principle, it may seem that the only function of advertising is economic, however, other functions can be distinguished:
- Substitute function: Too often, the advertised object is presented as endowed with properties that it does not really have. Stereotyping function: Advertising tends to make people buy objects of the same type. But it is not only about matching people's tastes, it also tends to match ways of thinking, ideals, ways of life, etc. Deproblematizing function: advertising usually presents only the beautiful side of the world. Pain, death, social inequality, injustice or unemployment do not usually appear in advertisements. The product that is advertised is presented as essential to be happy. Conservative function: although it may be paradoxical, behind the apparent renewal that advertising presents us there is nothing more than the consolidation of the values established and accepted by society. For example, the difference between advertisements for boys and girls. Ideological function: advertising can become a means of ideological pressure, in the sense that it can help to form states of opinion in members of society.A good example is the conditioning that the media can be subjected to by those who pay for the ads.
2.3 Means used for advertising:
Publicity mesagges appears in diverse media. From greatest to least importance, the media used by advertising are newspapers, television, mail order, general information publications, business magazines, billboards and magazines for various professional sectors. In addition, a significant part of advertising is transmitted using media not intended for it in a specific way, such as a shop window, a store brochure, calendars, messages displayed with airplanes and even advertisement men.
There are also more and more media that were not originally thought to be used to advertise products. Advertising messages are now displayed on trucks and delivery vans, or even on buses and taxis. Some boxes carry advertisements for products other than those they contain. Shopping bags are also a frequent means of advertising products or the establishment itself.
2.4 Objectives of advertising:
One of the main tasks that must be carried out when formulating an advertising campaign is to set the objectives that the advertising will have. This point becomes of crucial importance because the message used during the campaign, the means used, the budget assigned to it and the evaluation carried out, will revolve around the objectives that have been previously set..
Therefore, it is very important that marketers and advertisers know the different objectives that can be set in an advertising campaign, in order to choose those that are the most convenient for each particular case.
Objectives of Advertising:
Broadly speaking, advertising has two types of objectives:
- general objectives specific objectives.
The general objectives are classified according to the purpose of the objectives.
Philip Kotler in his book «Marketing Management, Essential Concepts», proposes the following three types of objectives:
- Report: This is a goal that is planned to be achieved in the pioneer stage of a product category, where the goal is to create primary demand. For example, DVD manufacturers initially had to inform consumers about the benefits of their technology. Persuade: This goal is planned in the competitive stage, where the goal is to create selective demand for a specific brand.: This objective is applicable when you have mature products. For example, Coca-Cola advertisements are primarily intended to remind people to buy Coca-Cola.
The specific objectives of advertising are much more specific. Stanton, Etzel and Walker, authors of the book «Fundamentals of Marketing», propose the following objectives:
Support for personal sales: The objective is to facilitate the work of the sales force by making the company and the products presented by the sellers known to potential customers.
Improve relationships with distributors: The goal is to satisfy wholesale and / or retail channels by supporting them with advertising.
Introducing a new product: The goal is to inform consumers about new products or line extensions.
Expand the use of a product: The objective may be one of the following:
Extend the season of a product, Increase replacement frequency
Increase the variety of uses of the product.
Counteract substitution: The objective is to strengthen the decisions of current customers and reduce the probability that they will opt for other brands.
2.5 Types of advertising:
Advertising is classified according to three concepts:
What is advertised: a product or an institution. Product advertising focuses on a particular product or brand, in turn is subdivided:
Direct action advertising: search will generate a quick response, through promotional actions such as coupons, free samples or special offers of a specific day or weeks.
Direct action advertising: its objective is to stimulate demand for a longer period of time, informing the public or reminding them that the product or service exists with an emphasis on its benefits.
Institutional advertising: presents information about the advertiser or tries to create a positive attitude, its purpose is not to sell a product itself, but to create a good image of the organization.
The purpose of the claim is subdivided into:
Primary Demand Advertising: Used to stimulate demand for a generic category of a product.
Selective demand advertising: stimulates demand for certain brands.
Demand is the quantity of products or services requested by actual or potential consumers.
The target audience: this is where advertising can be directed to consumers or it can be advertising between companies, retail stores only sell to consumers, large companies use this medium to make themselves known to other companies.
2.6. Promotional methods
Promotions play a tactical role that generates and increases short-term sales through rebates and price declines. These efforts are coupled with the strategic role of advertising through the recognition and value of the brand, the forms of sales promotion are:
- Point of sale advertising Specialized advertising Cooperative advertising Samples and exhibitions Directories and yellow section
2.6.1 point of sale advertising:
Known as POP for its acronym in English point of purchase, it fulfills four functions in generating sales.
Information: Signs are the most common information tools, abroad they let the consumer know about the different brands and where they also present the products, they influence the consumer to make the purchase.
Compilation: they show the specific names of corporations or brands, the identification of the brand name at the right moment of the purchase triggered in the consumer, the count of other brand advertisements in the media, also reinforces the awareness that the client has towards the product, and influences future purchasing decisions.
Persuasion: the characteristics of the product, the reasons for buying it or the details about a promotion can be highlighted on posters and advertising signs at the place of sale, these messages succeed in persuading consumers to make the final purchase decision.
Marketing: it is the very presentation of a product in the face of an ingenious display of it, which draws attention in a natural way, this allows customers a careful inspection of the product to personally evaluate its characteristics.
2.6.2 specialized advertising:
It is the means of advertising, sales promotion and marketing communication that uses useful or decorative items that carry the identification, message or logo of the advertiser. The article is distributed without any obligation as it is used to strengthen the support of the consumer public and merchants, highlighting the following points:
- Directionality: whose distribution is under the control of the advertiser Communication: long-term: since it remains close to the consumer and sees it again and again Creative impact: due to its usefulness, it generates an engagement with the consumer, maximum if it has a creative text, a printed design etc. Goodwill: since we always like to receive gifts Flexible: because it can be sent with a wide variety of articles and formats and thus achieve marketing objectives.
2.6.3. Cooperative advertising:
It is a form of sales promotion in which manufacturers reimburse local retailers for placing their advertising in local media. The basic purpose is to exercise control over the type and degree of local advertising for national brands. These are some of its advantages.
- Identification of the place where your product is sold Encourages goodwill among participating retailers Save money by sharing advertising costs with retailers and having preferential rates in local media Improve the quality of advertising when provided by manufacturers Increase the public investment of advertisers in a medium.
2.6.4. Trade shows and exhibitions:
Trade exhibitions guarantee the attraction of prospects: exhibitors must carefully determine the objectives that they must meet, which is why they require greater demographic information on potential visitors, and to know the type and quality of audiences. Trade shows are not cheap and they are becoming increasingly competitive, with more companies and higher quality sponsors, but they attract a large number of prospective visitors.
2.6.5. Directories and yellow section:
An ideal medium is one that efficiently reaches prospects who are willing to purchase, many directories meet these requirements, experiencing an increase in popularity each time. Directory advertising is present when the purchase decision is made where practically all product and service categories are present. It offers advertisers a continuous presence with a high frequency, without having to incur extra costs. Directory advertising has characteristics of direct mail media, as specialized directories are a very important medium for advertising between businesses.
Directories generally contain regional advertising that is actively consulted by prospects with a specific need and purchase decision. There are also business and professional directories. They are more detailed and are aimed at specific professional consumers, with the capacity and scope of the services they provide.
When promoting a product, service or business you need to use public relations and propaganda to finally make yourself known to the consumer.
Much is due to these two actions and it is not possible to distinguish well how much depends on the chosen promotional method, public relations or propaganda.
Public relations encompasses a wide range of communication activities that help create positive attitudes and opinions about an organization and its products. It does not include a specific sales message, public relations takes many forms: newsletters, annual reports, sponsorship of charitable or civic events, etc.
Propaganda is a special form of public relations, which includes news or reports about an organization or its products. It differs from advertising, because it is not paid for, it appears in the form of news, its creativity can be similar to that of advertising.
2.6.6. Classification of advertising messages:
Advertising messages can be classified according to the direction to which it is directed:
- auditory visual audio visual According to what they advertise: products services institutional advice
2.6.7. What language does the advertising use?
Advertising must use a language that allows modifying the behavior of the recipient, therefore, the message gives information about the product full of connotations and associations that lead the consumer to want to buy it.
Depending on the medium in which it is advertised, we find different characteristics:
Radio Advertising: highlights the slogan that should be simple, short, powerful and easy to remember.
Graphic Advertising: text and image stand out. Two important elements are the photomontage (associates other pleasant and attractive images with the product image) and the logo (graphic representation of the brand).
Advertising spot: the image stands out, due to its dynamism, it is usually attractive and influences the habits of consumers. You can use body language: face, gestures, movements, dress code. And include music.
Use a series of strategies such as:
Credibility: such as the use of exclamations or arguments of authority (expert opinion).
Consumer complicity: such as audience assessment, irony, rhetorical questions and the use of the 1st person.
2.6.8. How does advertising influence?
Advertising makes us buy a product and we believe that by doing so we will overcome our problems or dissatisfactions, that is, that by obtaining a product we will improve our standard of living and we will be happier.
Different types of advertising are used to influence people:
- Against advertising: consists of giving reasons, which must be totally true, to say that the products of one brand are better than those of another. This has a great impact on consumers.Advertising in series and television programs: consists of the appearance of brands in series and programs with a large audience.Tele promotions: consists of the appearance of an advertisement for products that appear in series or programs, using their characters. It has a great influence because they choose the series and programs with the highest audience.Subliminal advertising: it consists of infiltrating an image of the brand in a movie, series or television program, etc., which happens so quickly that the public does not realize it who has seen it, but when consuming a product leads you to choose that brand.Advertising brands in magazines and newspapers:consists of including reports on a cinema film, mobile phones, etc., stating the positive characteristics that each brand has, or treating the subject of the film in a large number of pages, etc., so that the public will prefer to consume those brands (or in the case of the movie to go see it) because they have been spoken well of them to consume others that have not been talked about Double meaning of the ads: it consists of the creation of ads that have a dubious interpretation and its meaning can be interpreted in different ways, depending on the public's point of view Meaning of certain advertisements: there are some advertisements for which it is not possible to understand what their meaning is and what it has to do with the advertising brand, leading to think that the solution It is reserved for the most skillful Media Personality:In some media, which should be objective, they are not and, by informing in a subjective way, they influence the public.Advertising in video games: consists of the appearance of advertising in games
(usually sports)
2.6.9. Broadcast media information box for advertising
2.6.10. Agents involved in advertising:
Advertisers:
- Agencies Media receptors
The media have the ability to multiply the messages they receive, while the recipients are part of groups that shape the way they perceive the reality of the message.
2.6.11 levels of visual codes:
- Chromatic subcode. Refers to the use of colors Typographic subcode. Refers to the typeface or font Subcode representation system. Photography and drawing use techniques to highlight the object by manipulating the scale. Morphological subcode. It refers to the construction of the advertising image, through the spatial location of the different objects in order to highlight the surfaces that contain information. Eg focused construction, axial construction, in-depth and sequential construction.
2.6.12 Role of color in advertising:
Color plays an important role in communication since it is the first impression for the consumer, attention is captured by color before shape or composition, colors serve to amaze us, make us dream, different feelings or attitudes, motivate us to buy things that we do not need, helps to differentiate ourselves from the competition, create optical effects.
The colors are classified into three:
Denotative color: this is linked to the world of representation of the real, color as a natural attribute of things, as an attribute of realistic form. This in turn is classified into three:
- color icon or realistic
Discover all the figurative variants from the realistic image, to the figurative image that is situated at the limit of abstraction, for example: sky-blue vegetation-green.
Saturated color: it is brighter than reality, colors are denser, purer, brighter, more contrasting, exaggeration of colors.
Fantasy color: in this type the shape is not altered, but if the color operates a derealization, the color of things becomes the same protagonist of the image, for example, hand-colored photos.
Connotative color: this evokes feelings, incorporates sensations to visual perception, the world of psychological values, of sensation, incorporates values that are not visible in reality, colors can speak. This in turn is classified into: Psychological color: which in turn is divided into A1 which means associations of the collective subconscious; colors give us psychological sensations, each color has a specific effect. Association of the individual subconscious, on which nature depends and the individual's experience quotient, are colors that cannot be generalized.
Schematic color: This in turn is classified into: emblematic color. It preserves its meanings through tradition, an emblem is the figure with its color that has been encoded for social use. Sign color. Color that is used in its maximum saturation or purity without shades or degradation, the color extracts all its schematic power, it becomes a sign. Conventional color seeks the decorative value is applied to color figures, surfaces and graphic structures, its use and communicational efficiency always depends on the expressive intention of the designer.
2.6.13 print media:
The main forms of print media are: newspaper, magazines and direct mail. Is the method most used by sellers to convey a message to potential buyers, the newspaper has been the print advertising medium par excellence, it was among the first to appear and However, it has not lost its strength as an advertising medium, it is basically a local advertising medium. Its news, special supplements and editorials are selected to suit the tastes of the people who live in the area where the newspaper serves.
Newspapers reach a large percentage of people at relatively low cost. These readers recognize their newspapers as a reliable source of information, and therefore trust and perform the function of their advertisement. Newspapers give advertisers the opportunity to select the right time to reach their potential buyers, to advertise frequently, to change the copy quickly or inserting an ad just hours before publication.
Shortly after the appearance of the newspaper and thanks to its popularity, the first magazines appeared, although at first it was not used for advertising, little by little, advertisers realized the advantages they had and that they could be used as A new alternative to increase their sales, national advertisers are the ones who use magazine advertising since thanks to them they can reach groups with particular interests since each magazine attracts its own type of reader.
Newspapers get thrown out early, but magazine readers keep and browse for a longer period of time, so ads have more time to impact, even though other media such as fax and email have been displacing mail, many advertisers consider that it is still important if they want to attract the direct attention of the consumer, since it is a medium that is directed to a specific person, it is certain that at least the message is received and read by the receiver. Any advertisement sent to customers by mail is direct mail advertising. Postcards, flyers, circulars, brochures, and catalogs are all types of direct mail advertising.
Advertisers using direct mail can select consumers and geographic areas they want to reach. They have many types of direct mail to choose from, and they can ship, whenever they want. However, the downside is that direct mail is relatively expensive, outdoor advertising and transit advertising are also considered within print media.
A triptych is an information brochure folded in three parts, it is usually the size of a letter-size sheet of paper, it contains the information of the event and institution that organizes it and the dates, on the front face, in the three in the center of On the sheet come the special guests, the content of conferences, schedules, speakers, breaks, details of the opening and closing, on the back are the data for registration and reports. If you have the office, open the Publisher and look for almost blank documents, look for the model of a sheet divided into three parts and consult it.
The form of distribution of the triptychs is varied being very common mailing to the clients' homes. It is also distributed by letterbox or placed on the sales counters or on display furniture.
The arrangement of the information is usually as follows:
- On the cover the slogan or phrase of the campaign is printed as well as the identifying logo of the company. Inside the sales pitch is displayed, exposing competitive advantages of the product or service, generally supported by photographs or graphics. The set of three sheets that are displayed allows the arguments to be presented in a specific order so that the interest of the client grows.Finally, the back cover is reserved to place the company logo and useful data such as location, telephone contact, etc.
2.7. Strategic planning:
A strategy is a general plan of action by which an organization seeks to achieve its objectives. The strategy is always based on the goal set and the specific objectives, which are set in advance. Subsequently, the strategy is to define the steps or tactics to follow to achieve it.
A tactic is a means by which a strategy is carried out, it is a more specific and detailed course of action, covering short periods of time.
Therefore, strategic planning is an administrative process within an organization, which consists of three stages:
Planning: consists of analyzing the situation, setting goals and selecting strategies and tactics.
Implementation: This is about forming the organization and staffing it, as well as directing its operation according to the plan.
Evaluation: analyze past performance in relation to organizational goals.
The results of the last stage are used to plan goals and strategies in view of future periods.
For the strategic planning of advertising and promotion, the resources of the organization are adapted with respect to long-term market opportunities. It is always guided by the mission and the general objectives of the organization, taking into account the conditions of the environment.
2.7.1. SWOT analysis:
The SWOT analysis is a tool that allows to form a picture of the current situation of the company or organization, thus allowing to obtain an accurate diagnosis that allows decisions to be made based on the objectives and policies formulated.
The term SWOT is an acronym made up of the first letters of the words
Strengths, Weaknesses, Opportunities and Threats (SWOT: Strenghts, Weaknesses, Opportunities, Threats). Among these four variables, both strengths and weaknesses are internal to the organization, so it is possible to act directly on them. On the other hand, the opportunities and threats are external, so in general it is very difficult to modify them.
CHAPTER III DESIGN OF THE ADVERTISING PROJECT FOR THE
INCREASE IN SALES AT GUDE INGENIERIA SA DE CV
Market conditions are extremely competitive for any company since now the population is more informed and has more access to various information media, likewise globalization makes the task of becoming a leader in a specific market increasingly difficult.
Below I will present some proposals on the different advertising strategies to increase sales in the store.
3.1. Planning a strategy to increase sales:
Every company needs general and specific plans to achieve success, and likewise to know the current situation of what the company is, in this case we could use what we call SWOT ANALYSIS, since it is a study of the external and internal situations of the company.
Strengths are all those activities that are carried out with a high degree of efficiency. An example can be any resource superior to its competition
Weaknesses are all those activities carried out with a low degree of efficiency. An example is when companies lack the resources for the benefit of it.
Opportunities are all those events in the external environment that, if presented, would facilitate the achievement of the objectives.
Threats are all those events in the external environment that, if presented, would complicate or prevent the achievement of the objectives.
This analysis is divided into two where the strengths and weaknesses are internal to the company, and the opportunities and threats are external, which must be exploited or overcome based on its potential resources.
This planning requires first analyzing the current situation of the company where a SWOT analysis was carried out, which is presented below:
Strengths weaknesses:
- Access to all public There is no budget Several forms of payment for the advertising of the store Open almost all year round Lack of stock of products They have the best brands in the electricity market
| Opportunities:
• Located in this city that is industrial • It has a large portfolio of clients |
Threats:
• In the city there are several electrical material stores • It is located within an area that is not very commercial. • There are not many businesses nearby that force people to stop by. |
This analysis shows us that the company is in a stage of sales stagnation, so it can be said that it has loyal customers, it is located in a not very commercial area where there are almost no visitors who stop to make purchases, It has good discounts but many people do not know it since it is a somewhat remote area and the store is not well known since they do not carry out any type of advertising.
The analysis determines that the needs of the store are the following:
You must increase sales, invest a little in what is the image and above all make yourself known to potential customers.
Now the next step would be to determine the strategies to use. The implementation of the strategy is the decision of the store manager for which a budget is required and above all a good teamwork. So that later we can measure the results obtained.
To increase sales, the store has chosen to make a catalog of what the material they handle is and send it by mail to all the customers they already have, and likewise go out to find new ones. The mentioned catalog is presented at the end as an annex.
3.2 Proposal of the advertising strategy:
The purpose is to let consumers know about the existence of the store. For this, it is necessary to develop a campaign with the main advertising media in the municipality based on a negotiation of the owner with the different media.
Next I will present the advantages and disadvantages of the different media:
Next I am going to show you several strategies for what the advertising media are:
Strategy objective:
Here it is proposed to implement a strategy to achieve the positioning of the GUDE store while maintaining the preference of consumers. The positioning is based on creating an image of the brand or the product for which different advertising techniques are used.
With these techniques it is intended to create an image that allows to be present in the minds of consumers when choosing where to buy their material, where they will find a wide variety of products and especially the best brands.
3.2.1. Outdoor advertising:
Another strategy would be what outdoor advertising is, this type of strategy is very broad since it covers:
Posters: for example in posters there is no standard measure itself, however, posters, due to the sizes of the sheets handled in our country are usually:
4 cards 56 × 43 cms.
4 jobs 68x43cms.
8 cards 86x56cms.
8 jobs 86x68cms.
Commercial 60x90cms.
Parabuses 120x180cms.
Sheds of stops: It includes from the interior of the buses or subway, to the same stations. Its advantages lie in:
- Low costs in relation to the number of impacts The public inside a transport is captive and can read more elaborate texts The bulk of the population occupies public transport
Their measurements usually vary according to the type of transport. But the standard for bus is usually the following:
King Size (75 × 365 cms).- Side of the truck facing the street
Queen Size (75x225cms).- Side of the truck with doors
Travel advertisement (55x110cms).- Rear side of the truck
Front advertisement (55x100cms).- Front of the bus
Two Interior candles. (25x70cms).- Interior ads All the truck (including roof)
Spectacular: in our country there are an infinity of measures. The regulation for outdoor advertising that governs Mexico City states that ads placed on rooftops should not measure more than 7.20 × 12.90 m, however it is easy to see that this is not fully carried out.
Spectacles are hired and rented for periods. This time is called the exhibition period. Many are annual, others semester and some of shorter duration but with a very high increase in cost per month. Special lighting effects, inflatable figures, add-ons, etc. can be attached to them.
If the spectacular is built on expedited order, the contract can normally last 3 or 5 years.
They are made of steel rods, metal sheets and plastic.
Its special effects and lighting must be subject to the laws, not only governmental but also of the area.
There are three types of "out of home" advertisements:
- BillboardsTransportUrban Furniture
Billboards, Spectacular or Billboards: these go on metallic structures, built, on land or roofs with a vertical plane on which an advertisement is placed to transmit an advertising message to people who pass through streets, avenues and highways. For practical purposes, it is intended that the display areas have standardized sizes to facilitate the production and operation of the advertisements.
Walls:
Painted or printed advertisements that are placed on the walls of tall buildings.
They have a strong impact on vehicular and pedestrian traffic.
Giant Models:
Figures made on a large scale to represent a product, service or brand.
They are designed to attract attention in strategic locations.
Parabuses:
They are shelters placed at bus, trolleybus and minibus stops so that collective transport users wait for the vehicle that will transport them. Advertising media display advertisements that are aimed at both passengers and drivers and pedestrians.
Publicity Outside of Collective Transport Vehicles:
They are advertisements placed on the bodywork of said vehicles, taking advantage of both the size of the flat areas and the fact that defined routes are traveled. Sometimes, as is the case with taxis, additional structures are built to the bodywork to display advertising.
Outdoor Advertising of Cargo Transport Vehicles:
Take advantage of the outer surface of cargo vehicles to place advertisements. It takes into account the fact that the vehicle travels long distances and is aimed both at those who travel by road and at the inhabitants of the towns that are crossed.
Advertising in the Interior of Collective Transport Vehicles:
In this case, the announcements or messages are directed exclusively to the passengers and are placed in defined areas of the interior of the vehicle.
Advertising Stands in Transport Terminals, Shopping Centers, Sports Centers and Entertainment Centers: These are frames built expressly for the display of advertisements within buildings with considerable human traffic. They are placed on walls, floors, hallways, clocks, information screens, etc. There are also countless applications in which advertising activity helps to cover the cost of elements that facilitate coexistence in urban concentrations, such as rest benches, garbage cans, telephone booths, mailboxes, etc. Give the aforementioned media, those that are most important for the company would be what is a poster, a spectacular, and a poster for parabus.A commercial poster with measures of 60x90cms
90 CM
A spectacular with dispatched order of 7x10m
We would place this type of spectacular in places such as entrance and exit of the municipality, in industrial zones and in downtown areas, so that people who are not from the municipality and require this material can locate where the store is.
PARABUS:
In this way it would be convenient and especially of great help since there are large numbers of stops in the municipality and likewise many people who would see it while waiting for transport. This would be convenient at av stops. Central and in the downtown area.
3.3. Radio:
The radio is flexible since it allows to adapt and by itself allows to know the products that this company offers, it reaches a target audience that in this case would be the municipality of San Juan del Rio and its surroundings there are already a large number of listeners, however It is the medium to which the population has the greatest access since it is heard at work, at home and especially in cars.
For radio advertising there are two stations which are 99.1 in San Juan del Rio and 91.0 in Querétaro. With a minimum 30 second ad. Within this advertising by this means you can use what is the infomercial which is a program that aims to give viewers information about the products.
For radio announcements, a spot like the one presented below is proposed:
3.4. TV
With regard to this medium, it is the most reliable but also the most expensive, so only the local television station will be taken, which in this case would be what is the telecable, this medium generates great impact since it allows us to show people images and sounds.
For this, a fixed advertisement is proposed only with some image of the store in this case the facade, and we could also put what the interior is what the warehouse would be since it is where the material is and basically it is what we are advertising as well. the brands that are handled.
3.5. Newspaper:
This is a massive medium and above all a little cheaper compared to the others, it is of great coverage so advertising in this medium is quite accepted since a newspaper is acquired by one person but read by more than one person.
For advertising in this medium, the newspaper el sol de San Juan and the newspaper from Querétaro are suggested with the insertion of 1/32 preferably in the upper part of the presentation sheet (better known as the ears) I suggest this position already which is one of the places that attracts the reader's attention the most since there are more than anything else the headlines or the most important news.
3.6. Section yellow
The yellow section is the advertising medium available to anyone, it is also an important advertising vehicle, since it is considered directional advertising because people turn to it to obtain the product or service they are looking for. This medium is expensive but I suggest it since people now use directories and sections a little more since here they find any type of product or service without leaving their homes.
For this I propose the insertion of 1/32 of preference in the upper part of the presentation sheet since as I mentioned with the newspaper it is easier for people to see the ads above than those below.
3.7. Shows and exhibitions
This is a very important point in our search since it could position the image of the store since in these events people are in contact with people at present, companies carry out these events, but they are not known by people for a bad diffusion thereof.
Commercial exhibitions guarantee the attraction of consumers where exhibitors must determine the objective that they want to meet here, the company should be present at:
Special events: where brochures business cards would be delivered Fairs: it would be convenient for them to take their products here to display them as a sample and above all to see what the store offers.
The purpose of implementing them is to reach people by human means, because the contact is made directly, for the realization of this it is intended to carry a dissemination of them in advance, the exhibitors or the activities that are carried out, must pass an approval of trained people to attend these shows.
One could also have as an attempt the proposal of sponsorship to athletes, associations or lucrative, charities, as well as educational institutions.
For these types of events the following is suggested:
A stand with measurements of 3.60 × 3.60 × 2.40 so that they have space for the products that they will put as a sample, it is also convenient to make brochures to give to people as well as business cards so that in the possible future they contact us if they arrive to require of our products.
3.8. Brochures or brochures:
Advertising for GUDE through print advertising is carried out seeking to maintain the principles of the company for the design of this triptych, the following was taken into account:
Colors - This is one of the most important elements in ads as we are allowed to use it for many reasons. Since it is a device that attracts attention. Color can highlight specific elements within an ad, gives style to the ad, the selection of colors and the tonality of the brochure is one of the most important elements of the design process, since much of these depend on the potential client take an interest in it and be ready to observe its contents. In the triptych, a combination of blue tones is handled, which predispose to a sense of security, white is also used for what the text is since it is a neutral color.
Images: in advertising, it is axiomatic that a person must first pay attention to our ad so that they can read it later. You must have an idea that relates the product to the reader, the purpose of placing images in the triptych is so that people know the product that GUDE offers.
Text:The objective is to make known that GUDE INGENIERIA is its purpose, the products it offers since the message must attract attention to be fixed in the mind of the consumer, in order to then promote the action of the acquisition by the consumer the text must If it is clear as it describes the characteristics of the company to the potential client, the ads must achieve two things: obtain and maintain the attention of consumers and influence it, since the fundamental purpose of advertising is to sell. The headline is the most important part of an advertisement since it is the first thing to be read and it should arouse the interest of the consumer so that they want to continue reading and know more about the store and what should also have words short and simple, the name of the brand and the company. It should be simple,appealing only to top prospects.
Below is the proposal of the triptych
Exterior of the triptych
interior of triptych
3.9. costs of implementing strategies
Below is a table of costs for advertising media.
The costs presented are average since costs may vary depending on some factors.
As in the case of radio, the cost may vary depending on where the production of the spot is carried out, if it is in the same radio station or if it is produced before and there it is only transmitted. This also depends on the season since if the broadcaster reaches an agreement with the company to broadcast for more than three consecutive months the price decreases.
For cable television, the production of a graphic advertisement reduces the price considerably, since the costs vary depending on the time required and the preferable schedule for the presentation of the advertisements.
The rate of the advertisements in the newspaper does not vary considerably, rather the negotiation for a certain time is what sets the final price of the campaign.
The medium chosen for an advertising campaign is up to the store manager, after knowing the advantages and disadvantages of the prices.
CHAPTER IV
BENEFITS OF THE PROPOSAL
Today advertising is already assumed by most of us, because it has been totally integrated into our lives and is part of the most everyday. I would like to record some benefits of advertising.
I hope these benefits can be valued even as good publicity. Because good publicity can consist of just that: arguing and convincing.
For a company to be able to remain in the preference of consumers, a great effort and work of all the members of the organization is necessary, especially the good administration of the directors. Unfortunately, many people who are dedicated to business remain fixed to the idea that advertising expenses are unnecessary, however the mass media have proven to be of great influence on the preference of consumers.
It is possible to increase sales in the company through an intense advertising project either by some outdoor advertising as mentioned above, the implementation of the strategy is at the discretion of the person in charge of the company, who was informed of the characteristics of the different media, as well as its cost and advantages.
The election must be well thought out, managed and above all put in place so that the benefits are short-term.
The strategies have a variable life time, depending on the conditions of the company and the environment, so it is considered that it can be done at this precise moment or in the future and thus achieve the goals through sales, the only limitations To carry out the project are the monetary ones, however, some of the suggestions can be proposed without much investment, such as posters and spectacular newspapers. Or also put a proposal a month and thus consecutively secure so that the company does not invest so much.
CONCLUSION
The proposal that was raised in this project arises from an investigation within this company through electronic media books since, as everyone knows, the cost of advertising is not an expense but an investment, in our days the products or Leading brands are in that position since they have taken into account what an advertising project is.
We all know that customers are the reason for the company's existence and those that the company currently has are loyal to it; since they come regularly to stock up on the material they need for their works, but to continue subsisting as a purchase option requires that loyal customers increase, at the same time as sales and profits.
For this reason, I have proposed that the store be advertised with its own resources or financed in the different media already mentioned above.
BIBLIOGRAPHY
- KLOTER PHILIP, ET AL, MARKETING TRAD., BY ROBERTO LUIS ESCALONA GARCÍA, 8th EDITION, MEXICO, 2001, EDITORIAL PRENTICE-HALL, 691 PP., ILUS, RETRS.BIAGI, SHIRLEY, IMPACTO EN LO MEDIOS, TRAD., BY BERENICE GARCÍA LÁZARO 4ª EDICIÓN MÉXICO, 1999, EDITORIAL THOMSON, 430 PP., ILLUS., RETRS.WELLS, WILLIAM, ET AL, ADVERTISING PRINCIPLES AND PRACTICE TRAD, DE CONCEPCIÓN VERANIA DE PARRES 6ª EDICIÓN MEXICO, 1996 EDITORIAL PPENTICE HALL 948 EDITORIAL PPENTICE HALL 948 ILLUS RETRS.WIMMER, ROGER ET AL, INTRODUCTION TO THE RESEARCH OF MASSIVE MEDIA COMMUNICATION, TRAD., BY CARLÓS ARENAS MONREAL, 6th EDITION, MEXICO 1996, EDITORIAL THOMSON 500 PP., ILLUS., RETRS.HTTP: // WWW.PROMONEGOCIOS.NET / MERCADOTECNIA / PUBLICIDADDEFINICION-CONCEPTO.HTML.
