Student A

In your opinion, the Cecile products have sales potential, but the marketing strategy is
wrong. You want:
• a new brand name_ 'Cecile' does not suit this beautiful jewelry for sophisticated women.

• a new logo. The present logo (three wavy lines) is b oring.

• a much wider range of products and designs - at present there are only five in the collection.

• a better slogan. 'Only for you' has not been successful.

• more colours.

Student B
I n your opinion, the product is the problem. The jewellery is fairly fashionable, but not a lot
different from competing products. You want to:
o take the Cecile range out of the market and stop selling it.

o develop new jewellery which fills a gap in the market and which has an obvious USP

(unique selling point).

o invest more money in research for new jewellery products.

o carefully study rival products to And out why they are so successful.

o market more unusual designs from young Asian and Indian designers.

Student C
I n your opinion, the Cecile line has a lot of sales potential. You think the products and
brand name are excellent. However, you believe the products are not promoted in the right
way and not sold in places which reflect the high status of the jewellery. You want:
o to pay a famous film star to endorse the jewellery and wear it as often as possible.

o to spend a lot of money on a creative television commercial to advertise the jewellery.

o to sell the jewellery only in a limited number of high·c1ass jewellery and department

stores and at airports.

o to have a new slogan which reflects the upmarket status of the jewellery.

o a top designer to create a new range of jewellery which can be sold under the Cecile

brand. You think the present range is too limited.