Actividad de aprendizaje 14

Evidencia 1: Dialogue “Evaluating product and service”

1. Elabore un diálogo en inglés de dos personas, en el cual evalúe el proceso de

gestión de la empresa en la que trabaja, o de una empresa que conozca.

Dialogue.

Carlos, hello Andres like these.

Andres, very well Carlos and you how about

Carlos, and how you see cocacola with its new product, that's why I say.

There are few companies in the world that represent marketing work as Coca-Cola does. They are largely
the inspiration of many to study the profession, personally I remember with great feeling the first time I
witnessed Coca-Cola's marketing apparatus in all its glory, it was relentless. The white bear, people lining
up to get a company Christmas tree or the thousands of houses adorned with jealously accumulated
merchandising over the years. Away are those days of glory for the brand that was once the most
valuable in the world according to Interbrand.

you think about your

Andres, The launch of Coca-Cola Life is a more of mistakes in disconnection with the current consumer. A
company that historically understood the consumer well seems to have forgotten that a brand does not
exist without the support of its customers. I do not want the message confused, Coca-Cola Life will be
very successful in the market, will sell thousands of refreshments and surely many of its executives will
be promoted for their participation in the project, but the doubt remains, will you understand that this
strategy has little room to grow?

Carlos, there are a lot of questions that I also ask myself

I have the pleasure of meeting several people within the company, I keep a very good opinion of their
work and passion for the brand, but it must be said, they are extremely backward and lack of proposals.
The idea of putting the name of consumers in spectacular and product packaging was born in Australia in
2011, almost 3 years ago. The same goes for Coca-Cola life which was launched in June last year in
Argentina. Mexico's offices offer little in terms of marketing and product innovation, and the new green
product campaign is no exception.

Andres, I totally agree with you, but I have. One of the first questions that came to mind when I saw
Coca-Cola life was if this product is green and green is life, then red is...? I think the name's a mess, but it
doesn't stop there. The campaign contemplates a message that I simply don't understand "Uncover your
nature." Consumers in Latin America and especially Mexico are increasingly concerned about the
environment and sustainability. It's hard to think that a prepared consumer relates a Coca-Cola with
nature. The brand's effort is to wear the product green. The campaign falls short and goes no further
than the presentation of the slogan that makes a futile effort to correlate nature and refreshment.

Carlos, Apparently the consumer analysis, strategy and tactics to launch this product was imported from
another country, I do not see a real sensitivity of what the Mexican consumer needs.

Andres, I understand the challenge of the brand, its product offers advantages that are worth
recognizing – in a can of 355 ml only 64 kilocalorías are delivered and stevia is used as the main
sweetener. However, it is never recognized that consumers are trying to move away from high sugar
consumption, no matter the name or origin. Documentaries like Fed Up have drawn attention to the
relationship between sugar consumption and obesity without mentioning many other ills. JAMA
international Medicine studies support thesis.

The documentary goes so far as to compare the actions of processed food companies with tobacco
companies and their strategy of denying the correlation between cancer and smoking.

Carlos, It seems to me that instead of launching a completely new product they would have gained more
supporters if they reduced the sugar content in their main product. Even a 10 percent decline would
have been exemplary in the industry and would surely attract many who have left the consumption of
soft drink. The launch of new products and low calorie options seems to me similar to the launch of
Marlboro Light, in the end the negative perception of the category affected everyone and the decrease
in cigar consumption made no distinction between product with greater or less nicotine, at best gained
time for the tobacco company.

Andres, It is true that many of these issues are controversial, but there is no doubt that Coca-Cola's
performance seems to try to ignore this reality. Earlier this year the Mexican Government imposed
excise duties on companies in the sector and the consumer reaction was not necessarily negative. True,
the cost increase hits us all; However, the widespread perception is that excessive soda consumption is
not recommended. To further support my point, a girl recently asked me would you eat twelve spoons of
sugar? and I replied that I wouldn't do it because it would be very sweet to my palate, it immediately
incredulous me, so why would you have a soda? The talk became interesting when he discovered that at
his school it was where he learned it. I remember well the time when when they arrived at an office
people asked for a Coke, today they will simply tell you, "A glass of water please." It must be admitted
that the company is much more than soft drink, according to its site "... the Company's portfolio is
almost 70 brands, exceeds 500 products and 40% of them are low or no calories. Soft drinks, sparkling or
non-gas waters, dairy, ready-to-drink tea, coffee, juices and nectars, fruit-based beverages, sports drinks,
functional and fortified, are some examples.

Carlos, A few weeks ago CVS Pharmacy in the United States announced that it would stop selling
cigarettes in its pharmacies because it is inconsistent with its customers' desire for health. I wonder if
soda companies see this as a real trend that could eventually turn against them. We are a long way off,
but the signals seem to add up in the market and the best way to prepare the way is to innovate in
products that are more attractive to consumers and their health, but also to communicate existing ones
more clearly.

Andres, Latin American is changing and in my opinion a massive campaign with billboards, banners on
the internet and some green fences will never be able to convince the consumer that uncovering a soft
drink is an act of nature. Personally I do not take refreshment and I think that the product is not
intrinsically bad, but the campaign is far from communicating the true value of the product and seeks
the easy exit, painted green. Maybe I'm the wrong one... would expect more from Mexico's "elite"
marketing team.

Carlos, well Andres to be a pleasure to be able to talk to you such momentous issues, as is the cocacola
beverage company.

Andres, I'm saying the same thing Carlos have a good afternoon

2. Realice un glosario de términos basado en el material complementario mencionado,

con los términos que le hayan sido útiles en la creación del diálogo, este debe estar

compuesto del término y su definición en inglés; si lo considera necesario, puede

utilizar el diccionario monolingüe online de su preferencia.

Glosario.

They’ve worked in the company for nearly twenty years.

She has planned this meeting since last two weeks.

Han trabajado en la compañía durante casi veinte años.

Ella ha planeado esta reunión desde las últimas dos semanas.

We’ve implemented warehousing procedures for two months.

He has written two reports so far this week.

I’ve been planning a new improvement process.

Hemos implementado procedimientos de almacenamiento durante dos meses.

Ha escrito dos informes en lo que va de semana.

He estado planeando un nuevo proceso de mejora.

Where have you been?

I’ve just been out to have some coffee.

¿Dónde has estado?

Sólo he salido a tomar un café.

Where is Maria? I haven’t seen her for weeks.

She’s gone to Paris for a new business for a week. She’ll be back

tomorrow.

¿Dónde está María? Hace semanas que no la veo.

Se ha ido a París por un nuevo negocio durante una semana. Volverá.

Mañana.

Have you ever exported a product?

Where have you been up to now?

Have you finished your report yet?

¿Alguna vez has exportado un producto?

¿Dónde has estado hasta ahora?

¿Ya terminaste tu informe?

Have you seen Helen today?

We have presented an improvement plan this week.

¿Has visto a Helen hoy?

Hemos presentado un plan de mejora esta semana.

What sort / kind of company have you got?

Which places do you want to visit?

What time does the office open?

Which part of Mexico is Monterrey in?

What colour is the product?

¿Qué clase de compañía tienes?

¿Qué lugares quieres visitar?

¿A qué hora abre la oficina?

¿En qué parte de México está Monterrey?

¿De qué color es el producto?