A: Good morning, guys. Welcome to our meeting.

Well, as you know, Jeanne de

Brion is an influential jewelry company in Boston, USA now, but that does not
mean the line of jewelry – Cecile is also working. Cecile’s failure has been
reflected in sales for the past year, when we only achieved 65% of the sales
targets. So we need to come up with a solution to improve sales.

What’s your view?

B: In my opinion, our products have some problems. The Cecile products have
sales potential, but the marketing strategy is not effective. I think it has a
problem with the products and the brand image. So, all we need to do
immediately to boost sales is to rebrand and create a new image that can better
define the products

A: I agree with you that the Cecile line has a lot of sales potential. I think our
products and brand name are excellent. The quality is perfect, the designs are
trendy... However, the two biggest reasons why Cecile has not achieved its sales
target, in turn, are: the new products are limited in their designs—at present,
there are only five in the collection; the new slogan, " only for you," is so boring
and has not been successful; and more colors.

B: But, I think our items for consumption are not promoted in the right way and
are not sold in places that reflect the high status of the jewelry. So, we should pay
a famous film star to endorse the jewelry and wear it as much as possible.

A: That sounds great. Do you have any other ideas?

B: Yes. Besides that, let's look at the product, which is fairly fashionable but not a
lot different from competing products. First of all, we need to take the Cecile
range out of the market and stop selling it. Then, we keep developing new jewelry
that fills a gap in the market with an obvious USP. After that, we invest more in
research for new jewelry products

A: Yeah, you're ideas are right. It’s a really clear plan. And more, we also carefully
study rival products to find out why they are so successful