< Business English

Writing - International Marketing action minutes <

- April 10, 2020

INTERNATIONAL MARKETING

As a member of the Marketing Department of HCC, write the action minutes for the
brainstorming
session you attended.

— HC .

- Company _Henfi 'Claude Cosmmetics “ (Q_-

Ärtivity _ Ecpsmetics and ners0nal care _
Đoán | T. Co. CO no c2 6nnhnyln

Eurisronul: Physlgue 5

lš#rgifển loi , snices, ¬n iWö0

: lũng- TH 8roma

- SaleS _ HCCS best -selling product -

- Pricing pnremium, tap-end
: Target _ men aged 30-40
: audlenre in
France
Qualities - Man fael canfident, attractive,
ị . s0phisticated; very appeallng to
women
_ 6lobal : To be MiybeilÍ ii 389 C0UIriLries nex[ yeär -

- launch plans

Rim: international recagnition

Campaign theme: 'Phưs/qie for the

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Physique

: Target
nudience

Brand image
Name
Positioöning

. 5logan

: Change from nlder, sophisticated,

: 8spiring men t0 younger, masculine,
: adventurous, energetic men

Change in image required

- Name change required

_ No lnnger premium hut high-volume,

ma5s market

| Marketing dept. must start thinking

: ahoaut one

Preparation for international marketing launch

Having received the results of research in a number of potential overseas markets,

the Marketing

Department of HCC has organised a meeting to brainstorm ideas for the global
marketing strategy

of Physique.

Brainstorming session

1) Which 10 countries should be chosen for the launch?

Japan, Korea, Singapore, the USA, Europe, Thailand, Australia, China, Taiwan,
Indonesia, Others.

OR

We decided to choose 5 countries in emerging markets in Asia for the launch such as
China, Korea,

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2) Does Physique need a new name? lf so, what?

We change the name from Physique to _= My Physique

OR

The name Physique is well-known over the world for i†ts produc† eau- de-cologne.
Moreover, HHC is
also the best-known brand ín their product portfolio. If the company has a new
name, lt will lose
reputation that the company has previously built.

3) Should Physique continue be †argeted at the 30-40 age group? lf not, what age
group should it
target?

My physique will counter the Adolescent, 20s, 30s, 405.

OR

We should extended the targeted age group from 25 and above because men at 25 would
spend
more for their appearanece, interested, to feel more confident and mature.

4) Should Physique continue to be positioned as a premium fragrance, or should HCC

market it
as a mass fragrance, with a different pricing structure?

Physique continue to be positioned as a premium fragrance because of the brand

identity and the
brand value. Customer not only choose the product for its quality but also their
brand.

5) The container of Physique must be changed. How should the new container look?
Plan the new
packaging (shape, design, materials).

We can keep the containers materials but the shape and the design should be
changed. The lid
color is black, the shape is turn into short and squared bottle. .JP to find a
designer to have a detail
drawing.

6) Price: Are the present pricing levels appropriate? Should HCC offer a cheaper
version of
Physique for emerging markets?

We agree that retail price should be reduced by 40%.

OR

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K2JÐ111) ©l VYVIUICI VGIIGLY K1 QULIGLSO TÔ LIỊIC ELICCII CC J1IVCIILIA/IT CC
CCIIICVC IIILCIIICILIX2ZIICII I GCƠ2VJIHTLIK2TT, LG CC
having more outlets, our products could be able to approach new potential
customers. HR plan to
research well-known mall with central location which in the countries we are
planning to launch.

8) Promotion: Who should be the international ambassador(s) for the brand? What
special
promotions could HCC organise in the overseas markets?

International brand ambassadors should choose active, popular young.

OR

International brand ambassador should choose a masculine, adventurous and energetic

man who
are well-known worldwide. GM †o find a suitable ambassador.

Special offers can include new user discounts, sample giveaways and special price
(Like buy one
get one free or 320 off when you buy $100)activities.

9) Physique needs a new slogan. ldeas?

°We agreed to change the slogan to native language for each different country, in
order to capture
the customer“s attention.

*We consider that it is essential that the slogan be written in the same language
to the goal
market. l† should be clear and understandable by in order to keep a space in the
customers minds.

- Action: Marketing Department

10) Manufacture: ls it now time to manufacture the fragrance in low-cost countries?

lf so, which
countries would be suitable?

Its time to manufacture the fragrance in low cost countries.

Like China, India, Bolivia,etc.

The aim is to lower product costs and better production techniques.

Sample action minutes

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generiert,
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werden.

WEITERE INFORMATIONEN OK
Marketing meeting actiun minutes: Phựsique

Date: 3 Nawemhar
Venue: Ronam 13, Head Dffire, ärasse
Priserit: ierre Mlartin (Chief Exerutive], Carla Fernaridez (Blnbal
Marketing Manager), Anne Dumant (Marketing ässistant]
- Actian | Bự
1,2 TarEEt cauniries and prndurt name = =

lLwäs agreerl that miginal target rauntries are suitahle. Varlaurs

alterrtative' prpduct names sIgses†edl, hut nà better name fouind. |

3-53 Positioning änd nartkaging an 3 Navw

Planned nasitlanirg gf the nraruct nrnblematir — nremium market

qwerrrnwded, We decidedl ta gũ with mass miarkbt: men agerl 3ñ to 55,
Parckaging tlesign ta be taken dawnrmarket. Vfe will take the
hrainstarming ideas that ernergerl at the meeting further in canjunr†inri
with aur desIgn cansultancw,

6,7 Piice and dislrihutinn CF 15 Her

Recomrmenden retall nrice tạ be reducerl hy ¿0 ner cent, Majar Asian
In455 rnarket retailers tạ be contarted.,

8 Pramatian PM 31 lan

There are male French stars whia are well-knawm wenrldwide. ur

chief executlwe agreedl ta take nersanial charge nŸ finriing suitahle

ainbassadar[s) far Phưsiqtre. |

9 Slogan AD 15Feb |

Marinus 5s1Iggestions riade at maeting. AD tủ research linguistic and

cHÌtural accepntahility 0Ÿ them in diffarent langtuages and eome up with:

ä shœrflist nf faur passihle sloapgans, in canjuricElan with aur adwertisirtg

agEnty. mà

PT 15 Dec

1ñ Manufactiring -
|t was agreerl ta keen manufartiiring nÝ tysique Ín Grasse, as ñrigiitally

planned, sũ as ta keen cantrdl nf the fnrmula and the prũcess desnite

lawer rasts elsewhiere. FT tù cũ-nrdinate with nraductinn clerartrnenit
ũn nrnductlan requirements ta huild up nradurt stacks fúr Iaunich ïn

Septermnber nèxt weär.

SAMPLE

Marketing meeting action minutes: Physique

Date: 16 April 2020

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1, 2 Target countries and product name — _

*|† was agreed that target countries can be considered as .Japan,

Korea, Singapore, the USA, Europe, Thailand, Australia, China,
Taiwan, Indonesia and others.

“Various alternative product names suggested, but no better

name found.

3-5 Positioning and packaging AD 16 May

-HCC will continue to market the product named Physique. HCC

has a very knowledge of the product, so it should do better then
a new company starting. Customer not only choose the product
for its quality but also their brand.

“HCC will mass fragrance the product to a different ages: the

adolescent, 20s, 30s, 40s, because men at 25 would spend more
for their appearance, interested, to feel more confident and
mature.

*Wc can keep the container s materials but the shape and the design
should be changed. The lid color 1s black, the shape 1s turn In(o
short and squared bottle.

“Regarding to a new packaging design, we will take the

brainstorming ideas that emerged at the meeting further in
conjunction with our design consultaney.

6, 7 Price and distribution CF 30 May

°We agree that retail price should be reduced by 40%.

°HCC should use a wider variety of outlets, so that our products

could be able to approach new potential customers. Marketing
Dept plan to research well-known mall with central location
which in the countries we are planning to launch.

8 Promotion PM 20 June

“International brand ambassadors should choose active, popular

young. We can consider those who are recently male French

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*We agreed to change the slogan to native language for each
different country, in order to capture the customer“s attention.

°We consider that it is essential that the slogan be written in the

same language to the goal market. It should be clear and
understandable by in order to keep a space in the customers
minds.

10 Manufacturing PM 30 May

*[fs time to manufacture the fragrance in low cost countries like

China, India, Bolivia, etc with the aim is to lower product costs
and better production techniques.

<

ActionMinutes Business English DavidCotton DavidFalvey Market Leader

SimonKent Upper-Intermediate

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