SALVAVIDAS II PERIODO

Cycle 1

Concept of Marketing

Taking into account the activities, time and costs diagram you did at the end of the first period: 

1. Write a redefinition of the product or service taking into account the problem it solves.

2. Define a general objective for your business idea.

3. Define three specific objetcives for your business idea takint into account the SMART technique described in the PDF file.

Cycle 2

History of marketing

1. If you are the only person in Bogotá making bicycles, do you need to be "nice" to customers or just make a lot of bikes? 

2. Draw a "Shouting Ad" for a bicycle. Focus on the price and "Buy it NOW!" 

3. Write down three questions you would ask a student to design the perfect bike for them. 

4. Design a "Social Goal" for your bicycle company. How does your bike help Bogotá? 

Cycle 3

The Marketing Mix (4 Ps)

To get the job done, the Marketing team uses a toolkit called the Marketing Mix. Think of these as the four buttons they have to tune perfectly:

• Product: What are we selling? Does it solve a problem? Is the packaging "Instagrammable"?

• Price: How much should it cost? Is it a luxury item for someone in Rosales, or is it an affordable "combo" for a student’s lunch?

• Place: Where can people buy it? Is it only on an app like Rappi, or is it in every Oxxo and Éxito in the city?

• Promotion: How do we spread the word? This is the "hype" part—ads, influencers, social media, and billboards on the Autopista.

What Exactly Do They Do There?

The marketing office is usually the most creative (and loudest) part of the company. Their daily tasks include:

1. Market Research: Being "detectives." They look at data and trends to see what teenagers in Bogotá are into right now.

2. Branding: Creating the "vibe." This includes the logo, the colors, and the "voice" of the company. Is the brand funny, serious, or eco-friendly?

3. Digital Marketing: Managing the "feeds." They create content for TikTok, work with influencers, and respond to comments to keep the community engaged.

4. Public Relations (PR): Managing the brand’s reputation. If something goes wrong, the PR team makes sure the brand says the right thing to keep the customers' trust.

You can have the best product in the world, but if the Marketing Department doesn't do its job, the product will just sit in a dark warehouse. Marketing is the bridge between the Product and the Customer. Marketing isn't about "tricking" people into buying things they don't want. It's about finding the people who do want it and showing them why your brand is the best choice. 

1. You have established "Café de mi tierra", a small coffee shop. Describe what would you do in terms of market research, branding, digital marketing and public relations to make your business a successful one.