You want to do the following during the call.

1. Tell the Marketing Director when and where the focus group takes place.

Details are: Commercial Institute, Paris; date/time: Friday 29 March,

at 14.00.

2. Note down the name of the person who the Marketing Director wishes to

invite to the focus group.

3. Answer the questions about last month’s sales results in France.

Details are: total sales were 3.2 million euros; sales were 8% higher than

the same period last year.

CASE STUDY

Kristal Water

Background

Kristal is bottled water, manufactured by a US company, Hamilton Food and Drink Producer (HFDP). According to HFDP, it comes from a spring deep under the rocks of Alaska, US. It is advertised as the purest water in the world. It has few minerals, and nothing is added to the water to change its taste. The water is targeted at people who want to have a healthy lifestyle.

The launch

Kristal was launched last year in California, US. It was advertised in health magazines with the slogan “there is no purer drink in the world.’ It is sold in clear glass bottles, in 1-liter size. Its price is 3$, which is higher than most competing brands. The brand name Kristal is printed in large black letters on the label, with a picture of a waterfall. The water is available in delicatessens and health food shops.

After six months, it was clear that the product launch was a failure. Sales were 60% below forecast, and very few people knew that there was a new bottled water product named Kristal.

The Marketing Director interviewed members of the public to find out what was going wrong.

Listen to some typical comments from consumers. Make notes.

(Market Leader Pre-Intermediate Unit 7 Recording 7.9)

Task

Work in pairs. Each group is a team in the Marketing Department. Hold a

Meeting to discuss what you should do to improve sales of Kristal. Use the

Questions in the box below as a quide.

Present your ideas to the other teams in the Marketing Department.

As a whole department, hold a meeting and decide what the company must

Do to improve the sales of Kristal.

Questions

Product: Does the product need to be changed, for example, offer it in a range of sizes? Price: Is the price correct? Promotion: Was it promoted in the correct way? Was Kristal targeted at the right segment of the market? If not, who should it be targeted at? Place: Is it being sold in the right places?

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IV. Listen to the last part of the interview and answer the questions.	\|	Writing

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