UNIT 8 : MARKETING

CASE STUDY :
         WINCOTE INTERNATIONAL
                           P.80 - P.81
 WARM-UP ACTIVITY
Watch the video clip and answer the questions about it.
https://www.youtube.com/watch?v=7B5YNQny4P4
Questions
1. What is the product criterion ?
=> A jacket for all seasons.
2. What product was the launch of the company ?
=> The company launched a range of jackets and boost for man and women.
TRUE / FALSE
3.The jacket was very disappointing sales product, as the jacket was considered to
have great sales potential . => TRUE
4.What has led to the failure of the jackets to be sold as expected ?
=>   Few people seemed to know that there was a new jacket on sale made from a
new all-weather material.
5. Features that are NOT present in the company's products ?
    A. the Jacket has a removable hood, 14 pockets, and 
        a wide zipper down the centre.
    B. the lining is removable.  
    C. a jacket exclusively for men.
    D. a special new material.
VOCABULARY  EXPLANATION
 Range (n) /reɪndʒ/
a variety of things of a particular type

hàng, dãy, phạm vi
Ex There is full range of activities for children

Q: What's the name of the 

most higher mountain range in Viet Nam ?
 Saturate  (v) /ˈsætʃəreɪt/
 to make something completely wet

bão hòa

EX: The continuous rain had saturated the soil.

Q: Can the Condensation saturate the

insulation, rendering it useless ?
Extreme sports (N) /ɪkˌstriːm ˈspɔːt/
a sport that is extremely exciting to
do and often dangerous

Thể thao mạo hiểm

EX: She loves to travel and take

part in extreme sports

Q: Do you like extreme sports ?

Why ?
Versatile (adj) /ˈvɜːsətaɪl/
able to do many different things

Linh hoạt, hoạt bát

EX: He's a versatile actor who has

played a wide variety of parts
 
Q: Who is the most versatile person in
ours class?
 Garment (n) /ˈɡɑːmənt/
a piece of clothing

Một vài loại quần áo riêng lẻ

EX:  The most beautifull garment in Viet

Nam is ao dai.

Q: The garment you like in the winter is?

Hard-wearing (adj) /ˌhɑːd ˈweərɪŋ/
that lasts a long time and remains in good
condition
Bền, chặc ( quần áo )

EX: a hard-wearing carpet

Q: Do you like a hard-wearing products or
duff products ?
 Weatherproof (adj) /ˈweðəpruːf/
that is not affected by weather

Có thể chịu được, ngăn được (mưa, gió)

EX: The finished roof should

be weatherproof for years.

Q: Can you suffer irregularly weatherproof in

HCMC?
Lining (n) /ˈlaɪnɪŋ/
 a layer of material used to cover the inside
surface of something

lớp vải lót (áo, mũ)

EX: The lining of my jaket is torn.

Q: What is the first lining of one

notebook is ?
Removable (adj) /rɪˈmuːvəbl/
that can be taken off or out of something

Có thể tháo rời,mở

EX: The dryer has a removable filter.

Q: Can you list some removable things?

Unique (adj) /juˈniːk/
being the only one of its kind

Độc nhất vô nhị​

EX: His unique style of leadership

Q: Do you think UEH is the

most unique university in HCMC ?
Hood (n) /hʊd/
A part of a coat, etc. that you can pull up to cover
the back and top of your head
Mũ áo
Ex: A jacket with a detachable hood

Q: Why are people call that hoodie?

 Outer shell (n) /ˈaʊ.tərʃel/
The outmost layer of something

Vỏ ngoài

Ex: Elenctron is the outer shell of the atom.

 
Q: What’s the outer shell in your body now? 
 Point-of-sale (v)  /ˌpɔɪnt əv ˈseɪl/
A place where something is sold to the public, or
the place where someone pays for something

Điểm bán lẻ

Ex: Many restaurant are selling purified tap water,

which is the bottled close to point of sale

Q: Do you know any point of sale?

 Appeal (v)  /əˈpiːl/
A request to the public for money, information, or help

Lôi cuốn, thuyết phục
Ex: Pornographic films never appeal to this
young man.

Q: How do you appeal a person to date

with you?
READING K E E P S IL EN T
Q&A
1.Where the Wincote International base is located ?  
► In Colorado, US. (Background L.2)
2. What is the brand name of the range ?
►XWS (Extreme Winter Sports) (Background L.7)

3.Why the market for outdoor jackets is highly competitive ?

►Because of its unique qualities (Summary of a consultan’s report on the
WINCOTE XWS L.1)

4.How much market share is the Wincote XWS jacket ?

► 2% (Chart 2)
5. Why did the jacket not reach the sales target ?
► Because few people seemed to know that there was a new jacket
on sale made from a new all-weather material. (The Launch L.2-4)
T/F/NV
6. It have launched for one-and-half year.
►True   (Background L.2: Eighteen months ago)

7. There are 4 products launched by the company.

►False   (Background L.2-2: It launched jackets and boots)

8. It is offered in three sizes: Small, medium and large.

►False  (Product L.3: It is offered in two sizes: medium and large)

9. The jacket have been sold in 3 places

►True (Place L.1-3: outdoor-product stores, sports-goods

outlets and upmarket department stores)
Multiple choice
10.How much is the price of the jacket?
A.110               B.100                C.120
Answer : A  (Price L.1)
11. Which season is suitable for wearing a jacket ?
A. Winter       B. Summer       C.Year-round
Answer : C  (Product L.9: Suitable for all seasons)
12. According to the consultant. What age group does the company
need to launch the stylish jacket?
A. 17-25          B. 35-50          C.16-30
Answer : C  (Summary of a consultan’s report on the WINCOTE XWS L.3)
13.How many promotions are there in the company?
A.3               B.4                  C.5 Answer : B 
14. How many factors must be made changes?
A.2             B.3           C.4
Answer : A (Summary of a consultan’s report on the WINCOTE XWS L6:
Changes must be made to the product and its marketing)
Pronoun reference
15. It is lightweight, hard-wearing, very warm and weatherproof.
(Product, L.6)
► It = The jacket

16. It should be promoted as a “must have” item of clothing for younger

people. (Summary of a consultan’s report on the WINCOTE XWS, L.5)
► It = The Wincote XWS
DISCUSSION SESSION
How to increase jacket sales?

Director:   Truc Thanh

Head of maketing department:   Dang Phuong
Deputy maketing department:    Duc Anh
 Why does the Although we call the jacket
jacket fall below a costume for all seasons,
sales? it is only warm in winter
but hot in Summer.

Truc Thanh Duc Anh


Products with
problems such as
scissors, lining, hoot,
and marketing issues.
We need to solve 4 main
problems: products,
advertising, prices and
place of sale.

Duc Anh

Dang Phuong
 Our market is limited The important thing that
and does not provide we need to solve is to
enough preferences for improve the quality of
everyone. our products.

Dang Phuong Duc Anh

 These improvements are
necessary, but it will not
attract customers by having
many product design
Dang Phuong
Duc Anh
increased product costs
=> easy to fail because
2% of the market is
customers who like to
buy cheap products
 should only
increase the price should consider
of the product from many more aspects
110 USD to 180 for a more overview
USD

Dang Phuong Truc Thanh

Need to rename Will lose the number of
and improve the customers using our shirts in
shirt. summer and it is not known if
former customers will continue
to buy

Dang Phuong
Duc Anh
 We should
continue to solve ve ry p o pu la r
another problem. Shou
ld for
m an form of
onlin n e s al e s
team e sales o n li
for a
conv dded
enien
ce.

Truc Thanh
Duc Anh Dang Phuong
 I'm assigned Yes, Sir
to A this
mission

Dang Phuong

Truc Thanh
 - Will use good products to
maintain and expand the market 
- Men's shirt prices will be more
y es , I g et
expensive than women's shirts it
- Set up an online sales team
Si r
yes,

Dang Phuong
Truc Thanh Duc Anh
MINI GAME
1 2 3 4

5 6 7 8

9 10 11 12
1. What word becomes shorter when you add two
letters to it?

=> Short ( shorter)

2. If a blue house is made of blue bricks, a yellow house
is made of yellow bricks and a pink house is made of
pink bricks, what is a green house made of?

=> Glass ( greenhouse )

Unique
weatherproof
versatile
extreme sports
7. The left meaning of attached:

=> removable
8. This was very disappointing, as the jacket
was considered to have great sales …

=> potential
9. Who are aunt of B ?

=> NAOMI
10. What problem did she have when she
bought the jackets?

=> It took her a long time to figure out

where to buy it
11. Why is the jacket falling below the sales target?

- Low quality product

- The sales department and promotion are
not working effectively
- The place of sale is not yet popular…
12. What do people like about jackets
of Wincote International ?

-cheaper
-it very warm in the winter .