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Malcolm: So, good morning, everyone. Can we settle down, get going?
Malcolm: Right, well first of all I would like to introduce a new member of our team who joined
us yesterday. Nellie Hamilton. Nellie came highly recommended from our London office with the
specific brief to help us with the launch of the Crumblesrange. Nellie, this is Lee
Chung, our Finance whizz- kid.
Lee: Hello Nellie. I’m looking forward to working with you.
Malcolm: And this is Maria Esposito, our PR and Press Officer.
Maria: Hi Nellie. It’s good to meet you. I’ve heard a lot about you!
Nellie: Oh, nothing bad I hope.
Maria: No, quite the reverse. I hear you did wonders with the image of that old
range they still market down in London.
Nellie: Well, it went quite well I guess…
Malcolm: OK let’s get on, shall we? The last member of our team is Kevin Whittaker, head of
Sales. And I’m going to ask Kevin to introduce the fill us in on
where we are so far. This will be new information for Nellie but I'm sure the rest of us will be very
interested to see where Kevin thinks we are at the moment and where we’ve got to go. So over to
you, Kevin.
Kevin: Right, well, Crumblesis a new all- organic, all-natural product. There are no
additives, no colouring and no E-numbers used in its manufacture whatsoever, so it’s an extremely
healthy product. This means that it’s potentially an upmarket product too, with a high price tag.
Now I’ve got some charts here that will show the style of the biscuits and the ingredient
specifications but...
Nellie: Sorry Kevin but isn’t that going to be a problem? I mean trying to launch an upmarket
expensive product at a time when everyone is trying to cut back?
Kevin: Let me finish, Nellie. What I was going to say was that our USP is that we are going to
market our range at a much more modest price point than the opposition. We all know that there
are several ranges that endeavour to promote the “healthy living” image. Either in upmarket
grocers, supermarkets or indeed health food shops. Our unique element is that we can match, or
almost match, any of the opposition for healthy ingredients, reduced sugar and reduced fat – and
we can do this at a price that is not much more than our standard biscuit range.
Nellie: Isn’t that going to affect our profit margins?
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