THEORY OF PROMOTING

PRODUCT

Dyah Aminatun, M.Pd

ENGLISH FOR BUSINESS II
 Learning Objectives
• This chapter will enable the students to
presesnt a product to the audence by using
proper English oral communication.
• This chapter will enale the students to market
a product by using certain marketing
strategies.
 Promoting a Product
• It is the idea of our company’s marketing team
presenting our product from our company to a
target audience, stockholders/shareholders,
or to our own sales staff.
• The goal is to present our product by focusing
mainly on the strengths of the product and
how it is better than our competitors or how
much a current product has improved with
changes.
 Promoting a Product
• When we promote our product, we want to make
it “attractive”, so that it catches the customers’
attention and it persuades the custmer to buy it.
• While promoting a product, we also need to be
prepared for weaknesses in the product because
customers will ask questions concerning the
strengths and weaknesses, especially when
comparing to other brands/competitors.
 Promoting a Product
• There are several ways to market our product:
– Presentation
– Advertising
– Marketing
 Business Presentation
Vocabularies
Brands Affordable
Strength Availability
Variety Marketing team
Durable Made by
Representative Social media
Export Needs
Import Weakness
Raw material Stockholder/shareholder
 Business Presentation
• When promoting our product during
presentation, the focus is to keep it simple and
direct.
• Use powerful statements and have complete
knowledge about our product that we are
promoting. Remember, the goal is to sell our
product and satisfy our customer.
 Business Presentation
• It is usually done in the office boardroom,
hotel conference rooms, or even in
restaurants in large meeting areas.
• It is usually using power points. Do not give to
many slides because it will create confusion
and boredom for the audience.
• When doing a presentation, please be
prepared for any questions that the audience
may ask.
 Helpful tips to know
1. When talking about cost, never say your product is
“cheap”, use term “more affordable”, or “less
expensive”.
2. Always do our homework on our product and be
confident in our product’s quality.
3. Always introduce our product as the best on the
market.
4. Know the comparisons of our product with our
competitors.
5. Always have samples with us if we are
presenting/introducing our product to an audience.
 Expression used while
promoting product
Intorducing the Explaining the Telling the Telling how to Closing the
product strength of product variety get the product presentation
product and price
Good The strengths Our new This product Thank you all
afternoon, I of this product product is cost (mention the for coming
would like to are . . . . competitive in name) can be today to learn
introduce to the market . . . purchased at . . more about
you our new (give detail .. our product.
product: . . . . price)

Let me Ladies and Thank you all

introduce to gentlemen, for joining us
you our new you can buy today and if
product . . . . our new you have any
product at . . . . questions,
please ask . . . .
Mr. Joe
Dialogue
Good morning, Ms. Raya, how are you today?
Ms. Raya I am fine thank you, and you?
Mr. Joe I am fine. Thank you for meeting with me today about my new
product line.
Ms. Raya Thank you for inviting, I am anxious to see what you have to offer.

Mr. Joe Well, Ms, my company is offering a new, modern line of women’s
jewelry.
Ms. Raya Really? Can you explain more about it and do you have samples?

Mr. Joe Yes, Ms. This line is more affordable and fashionable compared to
our competitors.
Ms. Raya Great, but may I see the samples now?
Mr. Joe Of course, Ms. Here you are. What do you think?
Ms. Raya Nice, I am impressed. Thank you for asking me to come here today.

Mr. Joe You are welcome. May I send you some to stock in your stores?
Ms. Raya Yes please. Send them to me the first of next week.
Mr. Joe Great, Ms. I will do. Good bye and have a nice day.
 Marketing
• Marketing and advertising must go “hand and
hand”, meaning they must work together.
Why, because marketing is advertising.
• Marketing is reaching the target market
through means and ways of advertising.
 Marketing
• Marketing teams decide the best and most
cost effective ways by using data research,
cost analysis, and strategic planning to sell a
product or service and make money for their
company.
• Marketing teams also need to find a way and
place to sell a product at the least cost to the
customer, make the customer happy, sell at a
profit and “win” a customer for long term.
 Advertising
• It is the way a company sells its product to the
“target market”.
• Target market is the customer that has a need
or desire for the product that is being
advertised.
• Advertising needs to meet the needs of the
target market in order to sell products or
services in order to be successful.
 Advertising
• Elements of advertisement, such as:
1. Features
2. Benefits
3. Urgency
4. Layout
5. Offer
 Advertising
• Advertising can be displayed on TV ads,
newspaper ads, billboards, social media,
brochure, event, etc.
• Today, one of the most powerful
adversitement media is online ads.
• Since the significant growth of smart phone
and internet users, many companies begin to
shift their traditional marketing strategy into
online advertising.
Types of promotion Advantages Disadvantages
1. Social media Most widely used. It can be Older generation still doesn’t use
altered to any occasion it
2. Newspaper, Easy to buy, less expensive. After read, they get thrown away
magazines Many readers
3. Brochures Colorful, eye catching. Can After read and reviewed, they too
be placed anywhere, on cars, get thrown away. Expensive to
at homes & businesses make
4. Events, concert, It draws a lot of people, Bad weather, holiday,
store grand/soft raises money for future cancellations of a music group or
openings expenses, gets product name celebrity guest can hinder
out on the market quickly. customer attendance and sales

5. Billboards It can be seen by many They are expensive and hard to

people while they are
travelling or shopping
6. Word-of-mouth People tell other people
about our product, e. g.
Talking at school or public
place about the good things
of our product.
see sometimes from the road.
Can’t be changed easily.
Someone may talk negatively
about our product without even
realizing they did.