NAMA : TATIA TRISNA DEVITA

NO 27
KELAS : 2D AKUNTANSI

LEAD IN

1. Give three examples of brands to which you are loyal, i.e. which you regularly
buy without thinking about it. Why are you loyal to them?
Answer :
 Lifebuoy: because this brand of shampoo is suitable for me, besides
that the price is also affordable and easy to find in stores.
 Marina: because this brand is light lotion and has an affordable price.
 Shinzui: I use body scrub from this product, besides the benefits it is
also affordable.

2. What products are there for which you are what marketers call a brand-
switcher, i.e. you have no preference for or loyalty to a particular brand?
Answer : Garnier, Nivea, Whitelab
3. What products can you think of for which the name of the brand is totally
unimportant, so that you don't even notice it?
Answer :
 Food seasoning such as salt and sugar.
 Stationery such pencil, book, pen.
 Bottled water Such Lee Mineral, Aqua.

READING : PRODUCTS AND BRANDS

1. PRODUCT ROTATION
2. THE BRANDS IMPORTANCE
3. CORPORATE AND INDIVIDUAL BRANDING
4. CONSUMER LOYALTY “TRUE BRAND WORTH”
 COMPREHENSION

1. Why do companies’ product mixes regularly change?

Answer : Companies are always looking to the future and re-evaluating their
product mix since the needs and markets of customers are constantly evolving
and it also depends on the life cycle of people and the needs that arise in each
new generation, they must also adjust to the budget and / or economic
situation of the moment and the profitability to sustain the company without
embezzlement.
2. Why do companies brand their products?
Answer : A brand is a symbol or logo that distinguishes products and services
from others. According to the design, it can be representative for each client.
These are two objectives that can be achieved through the implementation of a
brand:
 Create a relationship of trust. Customers have a brand image in their
mind, combining knowledge about the product and their expectations
about it. Some brands are seen as more than just products or services:
successfully represent attitudes or feelings of clients and it creates a
sense of brand loyalty.
 Achieving brand recognition among the general public, including
millions of people who are not even interested in the products, attracts
new customers and drives growth.
3. What is difference between corporate branding and individual branding?
Answer : A corporate brand is one that includes your name on all of its
products, for example, Apple, Nike, Google, and Coca Cola. Other companies
make individual brands and give each product its own brand, so the company
name is less well known than its brands such as Always, Gilette, Head &
Shoulders, Herbal Essences, Lacoste fragrances, Max Factor.
4. Why do the big soap powder producers have a multi-brand strategy?
Answer : Because this lets them to occupy more space on supermarket shelves,
and in this way get more sales and a bigger market share.
5. Why can the market value of companies be much higher than the value of
their tangible assets?
Answer : Because of the value of their brands, and the future sales these
brands will bring.

VOCABULARY

1. Outlets
2. Product Mix
3. Retail Trade
4. Logo
5. Packaging
6. Brand Recognition
7. Shelf
8. Market Share
9. Brand Switchers

LISTENING 1 : NOT JUST A JUICE BAR

1. What lines of products do Zeste sell?

Answer : Smoothies a mixture of juice with frozen fruits: freshly squeezed fruit
juices, and a small side product of food.
2. Why does Melissa Glass say ‘we don’t consider ourselves just a juice bar?
Answer : Because they are also selling a concept and an image of energy and
youth, and they are selling food.

LISTENING 2 : THE ORIGIN OF SMOOTHIES

1. Where did the concept of juice bars originate, and how did it develop?
Answer : in California, with bars first selling fruit juices, and later smoothies.
2. Where did Melissa and her husband first see the concept?
Answer : in Australia.
3. Why did the decide to open their juice bars in Switzerland?
Answer: Because the product didn't exist there and they thought the
Swiss would buy it.

LISTENING 3 : LAUNCHING THE PRODUCT

1. Fill in the gaps below in what Melissa says.

Answer :
1. Pricing 2. Location 3. High Frequency 4. Base Cost 5. Trialling 6. Sampling
2. What does 'high-frequency passage' mean?
Answer : A lot of people (potential customers) walking past the store.
3. Why did they give their bars and products English names?
Answer : Because the product anginated in an English speaking country land
is perhaps associated in customers minds with warm climates like California
and Australia.
4. What was their plan after launching in Lausanne?
Answer: To test or trial the product in one store for a year, and make any
necessary adaptations, and then launch in bigger towns.