MARKETING REPORT: FINDINGS

MR 1

The aim of this report is to determine the reasons for the failure of the launch of our new range of
Spring Balm toiletries. It is based on information gathered from over 500 interviews with
consumers.

I shall begin with my findings about the products themselves. About one fifth of the consumers
who have tried our new products said they were dissatisfied with the taste of the Spring Balm
toothpaste. Also, 47 people complained of skin irritation after using our deodorant spray.

Secondly, as regards the price, almost 90% remarked that our products are overpriced in
comparison with well-established brands.

Thirdly, with regard to promotion and place, it is clear that the name Spring Balm still means
nothing to most consumers.

On the other hand, many of those who have heard about the Spring Balm collection complain
that they cannot find our product anywhere.

MR 2

The purpose of this report is to find out the causes for the decrease in sales during the last
quarter. It is based on data collected from interviews with sales representatives from the branches
around the country.

Our group will start with the findings about the product itself. Seventy-five per cent of the
purchasers advised our company’s tablets to be built on more features.

Next, the sales representatives said that we had better consider our market challenger’s prices in
order to take into account the costs for more affordable price setting.

Furthermore, ninety-three per cent of them reported that our distribution channels have not been
properly working,

And as to incentives, the opinion about whether our company should offer more incentive
schemes accounts for eighty-nine per cent.

MARKETING REPORT: RECOMMENDATIONS

On the basis of the above findings. I would like to make the following recommendations.
I recommend that the deodorant spray should be temporarily withdrawn and submitted to
laboratory tests without delay. In addition, our laboratory should develop a new flavor for the
toothpaste like green tea, mint, or bamboo salt.

With regard to price, we should look carefully at our competitors' policy and make sure that our
price is right because our products are targeted at consumers with medium income.

As for promotion, I suggest that we should advertise more on TV and possibly the Internet in
order to draw more attention from massive potential consumers.

Finally, as regards place, it is advisable to ensure that the Spring Balm collection is available not
only from a wider range of supermarkets, but also from more convenient retail outlets such as
Circle K, Ministop, Bach Hoa Xanh, and other stores near residential areas.

TIPS LÀM BÀI:

- Đề bài cần bao nhiêu câu và chọn các câu liên quan đến nội dung đề bài.
- Dựa vào các từ chuyển ý (transitional device: First, Then, Another…, Furthermore,
Moreover,…), hoặc liên từ (conjunction), hoặc các đại từ thay thế (this, that, these, those,
them, it,…) để sắp xếp các câu sao cho hợp lý.
- Bài Marketing report có 2 dạng: Findings và Recommendations (Câu đầu tiên thường sẽ
là câu chỉ mục đích của bài báo cáo, và sau đó trình bày kết quả hoặc đề xuất)
- How to write a marketing report:
 Findings:

1. Determine the purpose of the report

2. Ask what you want to learn from it
3. Define your marketing goals
4. Identify the information that will tell you what you want to know
5. Assemble the marketing data in an order that tells the story
6. Use the order as a marketing report outline for future reports
7. Iterate and repeat
8. Make changes to the marketing report template as needed

 Recommendations:
1. Run a SWOT analysis. [SWOT (strengths, weaknesses, opportunities, threats)]

2. Figure out the value proposition.

3. Determine marketing strategy objectives.
4. Understand your customers.
5. Define your buyer personas.
6. Analyze your market and competitors.
7. Establish your marketing methods.
 DESCRIBING TRENDS
Part 1. Describing Trends
- Sales increased from 150 million to 200 million.
rose
grew
improved (talking about sth positive)
climbed

- Sales increased to 1,000 in 2020.

2019 sales: 500
2020 sales: 1,000

- Sales increased by 1,000 in 2020.

2019 sales: 500
2020 sales: 1,500

- Sales decreased from 15,000 to 13,000.

fell
dropped
declined
- Many of these verbs can also be used as nouns:
There was a large increase in sales figures in the first quarter of the year.
There was a steady fall in advertising revenues throughout 2019.
We experienced a sudden drop in web traffic in August.
grow (v) → growth (n)
improve (v) →improvement (n)
There was a steady growth in advertising revenues throughout 2019.

Part 2. Describing Percentages And Proportions

1. More than half (55%) of our sales were vehicle insurance.
Less than a third of customers said they would recommend us to a friend.
More than three quarters of purchases were through our website.
2. The second highest performer was home insurance.
3. Life insurance and health insurance each comprised ten per cent of total sales.
4. Travel insurance accounted for the smallest percentage of sales, at five per cent.
Clothing sales accounted for approximately/just under 80%/four-fifths of our revenue last
year.

Part 3. Describing Rates Of Change

1. In Europe, the number of new customers fluctuated between 2017 and 2020.
(In a figure fluctuates, it moves up and down, but the overall change is small.)
2. Between 2019 and 2020 there was a dramatic rise (a strong word)/a significant rise/ a
considerable rise/ a large rise. (Can use increase as a noun)
(‘A dramatic rise’ means a really large, sudden increase.)
3. Customer acquisition in the Americas saw steady growth/gradual growth/continuous
growth.
(‘Steady growth’ means that sth increases at a constant rate over a period of time.)
4. In the Middle East and North the number of new customers collapsed between 2017 and
2018.
(‘Collapse’ means to decrease by a large amount in a short time. ‘Collapse’ has the meaning
of sth negative or destructive.)
After the collapse of the company, thousands were made redundant.

Part 4. Talking About Strong/Weak Sales Periods

1. 2020 was a strong/good/excellent year for our vehicle insurance arm.
2. Sales hit/reached their highest levels ever. → set a new record
3. Life insurance sales outperformed expectations. (outperform >< underperform)
If sales were poor:
1. Our health insurance division had a disappointing year.
2. Challenging market conditions led to significant increase in customer acquisition costs.
3. Sales of travel insurance were also weak/poor/bad.