- •Unit 5 Brand Management
- •Speaking 1
- •Speaking 2
- •BRAND POSITIONING
- •Student A
- •INTERNAL MEMORANDUM
- •Re: Hair Care Products - Market survey
- •Student B
- •Speaking 3 (OPTIONAL)
- •Unit 6 Prices and Commodities
- •Unit 7 Corporate Entertaining
- •Unit 8 Innovation
- •Exercise 2 Translate the sentences into English. Use MAKE or DO
- •Read the following information about different pricing strategies that companies use and do the task below.
- •PRICING STRATEGIES
- •Premium Pricing
- •A high price is charged where there is uniqueness about the product or service. This approach is used where a substantial competitive advantage exists. Such high prices are charged for luxuries.
- •Penetration Pricing
- •Economy Pricing
- •Price Skimming
- •Psychological Pricing
- •Product Line Pricing
- •Optional Product Pricing
- •Captive Product Pricing
- •Product Bundle Pricing
- •Here sellers combine several products in the same package. This also serves to move old stock.
- •Freemium pricing
- •Dynamic pricing
- •Promotional Pricing
- •Pricing to promote a product is a very common application. There are many examples of promotional pricing including approaches such as BOGOF (Buy One Get One Free).
- •Target pricing
- •Predatory pricing
- •Value Pricing
Just Business Unit 5 Brand Management
Speaking 2
BRAND POSITIONING
Student A
Brand positioning is the set of characteristics which makes a product different from other products on the market. Clear positioning helps to make a product attractive to a target group of consumers. With clear positioning, a brand then establishes its identity. This determines what consumers think about a product.
You work for a cosmetics manufacturer. You are part of a discussion group which must produce recommendations to the Board on ways to establish a clear brand positioning for your hair care products. A survey of consumer attitudes to your products produced the following results, summarized in a memo:
INTERNAL MEMORANDUM
Re: Hair Care Products - Market survey
Leaf range - market perception is that it is an old product for older people
Most Leaf products associated with problems - not solutions, e.g. medical treatment for difficult hair, dandruff, greasy hair, dry hair, bad skin, etc.
Telephone a colleague. Tell him/her:
•about the report
•that he/she is one of the new discussion group set up to discuss it
•explain that you have to meet
•arrange a time to discuss the report
In the meeting, suggest the following action. Reach decisions on what to do.
YOU:
•think the research shows that the positioning has been a complete failure
•want a new marketing campaign aimed at younger consumers
•want to rename the product range (suggest a name if you can)
•need endorsement from a famous youth role model from sport or television (suggest possible names)
•suggest a major television commercial as a product launch
•insist on dropping the term medicated treatment from the packaging
You start.
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Just Business Unit 5 Brand Management
Student B
Brand positioning is the set of characteristics which makes a product different from other products on the market. Clear positioning helps to make a product
attractive to a target group of consumers. With clear positioning, a brand then establishes its identity. This determines what consumers think about a product.
You work for a cosmetics manufacturer. A colleague telephones you with news of a survey on consumer attitudes to your Leaf range of shampoos and conditioners. When Student A telephones you:
•find out what it is about
•say you are extremely busy
•ask when he/she wants to come to see you
•agree a time, but it is difficult for you, as you have many appointments.
Later, in your meeting to discuss the report, try to reach a decision on what to do.
YOU:
•think the Leaf range is quite successful with its present brand identity
•suggest ways to build on the results of the survey to improve Leaf sales
•suggest an entirely new range to appeal to younger consumers - a new range with a completely different brand identity
•think you can use almost the same product as the Leaf range, but with different colours, name and packaging
•suggest a new name for the new range
•are worried about the cost of a massive advertising campaign
•think TV advertising is the best way to sell hair care products - but it is also the most expensive
•think that magazine advertising would be much cheaper.
•Discuss ideas with your colleague and decide on a minimum of ten key actions to take.
Your partner starts.
Writing
Write a memo to your Marketing Director reporting on the results of your meeting. Cover all the points you negotiated. You can write a short report in the form of a memo.
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Just Business Unit 5 Brand Management
Speaking 3 (OPTIONAL)
Work in pairs or small groups to develop a competitive new product to challenge an established brand name.
1.Identify a household name. You should choose a product either in one of the fastmoving consumer goods markets such as food, soft drinks, alcoholic drinks, cigarettes, or cosmetics. Alternatively, choose a product from the luxury branded goods market such as perfume, watches, or fashion.
TARGET BRAND: …
2.Investigate the popularity of the brand name. Identify three factors which contribute to the universal appeal of the product. Is it a unique product? If so, what are its special characteristics? If not, to what does it owe its popularity? Is it quality, image, availability, or price?
MAIN SELLING POINTS 1 …. 2. … 3. …
3.Come up with an idea for a new product to compete with the brand name. Consider the following: market positioning (upmarket or downmarket?), pricing strategy, main selling points in comparison with the brand name, packaging, advertising.
DETAILS & FEATURES: ...
NAME OF NEW PRODUCT: ...
4.Produce a consumer profile of the customer you are trying to attract. You need to take account of age, sex, socio-economic group, and lifestyle.
CONSUMER PROFILE: ...
5.Devise a simple slogan to promote the product.
6.SLOGAN: ...
Finally, present your idea to the others as one of the following:
An R&D team — seeking the go-ahead for the new product from the board. Sales managers — briefing your reps on the new product.
Sales reps — highlighting the features of the new product to the purchasing department of a major retail outlet.
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Just Business Unit 5 Brand Management |
Vocabulary: Translate into English. |
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Им пришлось снизить цены в этой беспощадной борьбе (не на жизнь, а на смерть), чтобы |
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сохранить свою долю рынка. |
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2 |
Многие супермаркеты продают товары, выпускаемые под их собственной маркой. |
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3 |
Рынок наводнён дешёвыми имитациями известных товаров. |
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Как табачные компании могут получить дополнительный доход и повысить популярность / |
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узнаваемость своих брендов среди потребителей? |
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5 |
Сколько хорошо известных названий товаров народного потребления вы можете назвать за |
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1 минуту? |
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6 |
Когда крупные корпорации, продающие товары под хорошо известными брендами, снижают |
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цены, мелкие компании не выдерживают конкуренции и разоряются. |
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Компании, производящие предметы роскоши, требуют применения суровых мер по борьбе с |
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пиратством. |
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По результатам исследования рынка, 80-90% всех новых брендов терпят неудачу на рынке |
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в течение первых 6 месяцев. |
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Из-за резкого увеличения товарной массы и затоваренности магазинов честная конкуренция |
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перерастает в ожесточенную борьбу за доминирование на рынке. |
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10 |
Предприятия розничной торговли и дистрибьюторы продают товары конечному |
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потребителю с наценкой, чтобы получить прибыль. |
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Just Business Unit 5 Brand Management
11 Рыночная стоимость наших активов превышает их официальную стоимость в несколько раз.
12 В результате финансового кризиса спрос на товары длительного пользования
упал. Компания на грани банкротства.
13Вы придаете слишком большое внимание одежде. Нельзя быть таким привередливым.
14Мы не привыкли сдаваться без борьбы, но нам трудно противостоять агрессивной рекламе
наших конкурентов.
15Вы продаете товар по завышенной цене, в то время как ваши конкуренты предлагают
хорошее соотношение цены и качества.
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Just Business Unit 5 Brand Management |
Useful Words and Word Partnerships to the section A Follower of Fashion? |
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1 |
brand loyalty |
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приверженность бренду |
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2 |
brand-awareness |
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осведомленность о торговой марке/бренде |
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3 |
brandstretching |
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расширение диапазона бренда, включение в бренд |
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новых категорий товаров и услуг |
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4 |
brand war |
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война брендов |
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5 |
own-label products |
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товары, выпускаемые под маркой магазина |
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me-tooism |
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подобные товары конкурентов |
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subliminal advertising |
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реклама, действующая на подсознание |
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8 |
lookalike products |
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дешёвая имитация известных товаров |
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9 |
market saturation |
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насыщение рынка |
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10 |
be choosy about clothes |
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привередливый в плане одежды |
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be fussy about smth. |
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придающий большое внимание |
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Mickey Mouse fake Rolex |
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полная имитация Ролекса |
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Useful Words and Word Partnerships to the text Brand Management |
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1 |
aggressive advertising |
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агрессивная реклама |
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2 |
reach fever pitch |
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достичь небывалого уровня |
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3 |
pour millions into R&D |
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вкладывать значительные средства в исследования и |
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разработки |
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4 |
slash prices |
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резко снизить цены |
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cut-throat struggle |
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беспощадная борьба (не на жизнь, а на смерть) |
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6 |
knock 40 c off |
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сбавить цену на 40 центов |
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7 |
lesser brands |
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некрупные торговые марки |
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8 |
go to the wall |
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обанкротиться/разориться |
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9 |
fair competition |
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честная конкуренция |
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10 |
escalate rapidly into an all-out war |
быстро перерасти в тотальную войну |
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11 |
corporate heavyweights |
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основные, крупные компании; тяжеловесы |
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fast moving consumer goods |
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товары повседневного спроса |
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13 |
give in without a fight |
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сдаваться без борьбы |
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14 |
unchallengeable |
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непобедимый |
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supermarket chain |
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сеть супермаркетов |
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secure 15 % of the UK market |
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закрепить за собой |
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be quick to respond |
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быстро отреагировать |
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18 |
be overpriced |
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продаваться по неоправданно завышенной цене |
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mark-up |
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наценка |
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put a high mark-up on |
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ставить высокую наценку |
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spend a fortune on |
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тратить состояние на |
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book value = official value |
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официальная стоимость |
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household name |
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хорошо известное название |
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generate additional revenue = |
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получить дополнительный доход |
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extra income |
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tough restrictions on tobacco ads |
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жесткие ограничения на рекламу табака |
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Just Business Unit 5 Brand Management |
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high-street brands |
основные бренды |
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luxury branded goods |
компании, производящие предметы роскоши |
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manufacturers |
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call for a crackdown on pirates |
требовать применения суровых мер, |
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направленных на борьбу с пиратством |
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fake |
подделка |
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product proliferation/clutter |
увеличение товарной массы, затоваренность |
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anti-consumerism movement |
антипотребительское движение |
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consumer durables |
потребительские товары длительного |
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пользования |
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consumer non-durables |
потребительские товары недлительного |
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пользования |
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