V. Case study

In order to promote a new range of eye make-up, Gayglo Cosmetics Ltd recently placed a series of advertisements in women's magazines to offer a free mascara kit (brush, mascara disc and mirror in a plastic wallet) to all women ordering the new pack of Gayglo eye-liners, cost $4.50. The total cost value of the mascara kit was 56 c on the basis of a order for 12 000 kits. Gayglo had anticipated a demand for some 12 000 kits and had budgeted some $9 000 for the whole promotional venture. To Gayglo's consternation, however, more than 30 000 replies were projected on the basis of the initial level of demand. As the advertisements had already been published, there was no way of reducing the demand. To meet the demand for an additional 18 000 kits would mean that a loss would be incurred on the first production run of the eye-liners, since in making the original offer, Gayglo had banked on establishing repeat-purchases of the eye-liners. The company's directors reached a conclusion that their only solution was to refund the postage to the disappointed customers for their mascara kit orders, and to send out a form letter explaining the situation as tactfully as possible as orders came in.

In such circumstances should Gayglo have absorbed the cost of the additional kits to maintain its favourable public image?

Given the director's decision, what should the form letter aim to do?

Could any mitigating factors be introduced? Draft an appropriate letter, either singly or in syndicate groups, which you think most suitable. Then discuss and justify your draft.

Unit 5

Request Letters. Inquiries. Orders.

I. Discussion topics.

Discuss the following questions with your group-mates

1. In what situations do people write request letters?

2. What categories of request letters can you think of?

II. Reading. Request letters

As a businessperson, you will inevitably have to write many request letters. The need for information or special favours, services, or products arises daily in almost every type of business. The reasons for writing a request letter are diverse:

1. to obtain information (such as prices or technical data);

2. to receive printed matter (such as booklets, catalogues, price lists, and reports);

3. to receive sample products;

4. to order merchandise;

5. to engage services;

6. to make reservations (at hotels, restaurants, theatres, etc.);

7. to seek special favours (such as permissions, assistance, or advice).

While certain requests, such as ordering merchandise, are routine matters, the general guidelines for business letter writing are especially important when writing any request. Tact and courtesy are essential when you want your reader to act. And if you want him to act promptly, your letter must encourage him to do so. Therefore, all requests should:

1. be specific and brief;

2. be reasonable;

3. provide complete, accurate information;

4. specify when you must have the information.