marketing.Investor…


Marketing: Investors adapt to consumer trends
Jenny Wiggins
When the world’s biggest soft drink company starts changing its marketing tactics, investors should ask why. Coca-Cola, which has traditionally promoted itself via its iconic Coke brand, using slogans such as “Coke is it,” now wants to make it clear to consumers that Coke is not the only drink it sells. Its most recent campaign, called “Make every drop count,” says: “You’ve always known us as Coca-Cola, the soft drink. Now it’s time you knew us as Coca-Cola the company.”
The television, print and internet advertisements in the UK come at a time when consumers are ditching foods and drinks that are perceived as unhealthy (such as sugary fizzy drinks and salty crisps) for products that appear to offer some kind of health benefit, such as probiotic yoghurts that claim to regulate the digestive system.
Coke is using the new campaign to impress upon consumers the fact that it sells all kinds of drinks, including bottled water, juices and teas. The campaign is important for the company, because it risks losing money if it does not sell the kinds of drinks consumers now want to buy.
Analysts say that growing demand for healthier kinds of foods and drinks is not a fashion, but a long term trend that increasingly affects corporate profits. The beneficiaries are companies that already produce the kinds of products consumers want, or companies that are taking steps to adapt existing products. These include Danone, the French group that makes pro-biotic yoghurts, as well as Swiss food company Nestlé, which has made nutritional foods a core strategic focus.
Companies that do not meet consumer needs are suffering. In March, Asda took the juice drink Sunny D (previously known as Sunny Delight) off its shelves after finding its customers did not want to buy it.
Vocabulary notes
ditch foods v— выбрасывать продукты
perceive as v –распозновать, ощущать, чувствовать
fizzy n – шипучий, газированный
crisp n – хрустящий, ломкий, чипсы
core n - ядро
benefit n – выгода, польза, прибыль
campaign n – кампания, поход
nutritional adj – относящийся к питанию, обогащенный , питательный
Useful expressions:
a long term trend– перспективное направление
to impress upon consumers – убеждать потребтелей, заставить купить, давить на потреьителяto affect corporate profit n – отрицательно сказывается на доходах корпорации, наносить ущерб предприятию
to make smth. a core strategic focus – сделать что-то ключевым стратегическим объектом
to take off the shelves – снять с продаж, убрать с полок
Give Russian equivalents to these expressions:
to change marketing tactics –
to come at a time –
to offer health benefit –
to lose benefit -
to meet consumer needs –
Give the three forms to the verbs:
say, know, take, buy, lose
To pronounce the words properly give transcription to the following words:
sloganfocuscampaign [kæm'peɪn] nutritional
advertisement core
perceive[pз:'si:v] frequent
ditch
Find paragraphs where it is said:
а) new products appear to offer health benefit
b) Coke has to change its police or it risks to lose money
c) companies have to meet consumers needs not to suffer losses
Put questions to the sentences:
Companies have to change or they will find it very difficult to survive.
Advertisements encouraged people to buy new products.
Answer the following questions to the text:
What event is the basis for the sample article?
What does the headline imply?
What is the problem that the author of the article raises?
What is the purpose of the article?
Why did Cola have to change its policy?
What is the aim of its campaign?
What products are companies aimed at?
What companies have already adapted their products to the needs of a consumer?
What did Asda have to do with its Sunny D?
Retell the article using the following expressions:
The article under review is headlined “…”
The article was written by …
The article was published in the Financial Times.
The author tries to show …
To illustrate his point of view the author focuses on …
At the beginning of the article the author points out …
The author stresses …
At the end of the article the author says …
6. I didn’t know about … but after I have read the article I have learned that …
Here are the possible answers but your answers are appreciated too:
… that now when the demand for healthier kinds of food is growing companies have to change their marketing strategy.
… Coca-Cola advertising campaign saying that it tries to change its image.
…that traditionally Coca-Cola promoted itself via the Coke brand and now it wants to be known as a company.
… that advertisements come at a time because people ditch foods and drinks that are perceived unhealthy and are looking for healthy food and it isn’t a fashion it is a long-term trend.
… only the companies that respond to customer needs, adapt existing products can benefit. And those ones that don’t will suffer.
…the impact the advertisements make … that advertisements for healthy products are very popular.

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