II.

Writing: Marketing report – Findings

You work in Marketing Department of Spring Balm. In the last three months, the launch of your
company’s new products has not been successful. You are asked to conduct a market survey to find out
what the reasons are.

After collecting data, you have to write a marketing report to submit to the management so that they can
make right decisions for a new marketing campaign. One of the most important parts of your report is
Findings, which are based on the following factors:

Sample size in the survey over 500 interviews / consumers.

Product 1/5 of the consumers / try our new products
Price almost 90%/our products / overprice/ well-established brands.
Promotion the name Spring Balm / still mean nothing to most consumers.
Place many of those / heard about the Spring Balm collection /complain

And here are the Findings that you need to complete.(20 marks)

The aim of this report is to determine the reasons for the failure of the launch of our new range of Spring
Balm toiletries. (1) ____________________________________________________________.(4 marks)

I shall begin with my findings about the products themselves. About(2) ________________________(4
marks)said they were dissatisfied with the taste of the Spring Balm toothpaste. Also, 47 people
complained of skin irritation after using our deodorant spray.

Secondly, as regards the price, (3) _____________________________________________________.(4

marks)

Thirdly, with regard to promotion and place, (4) __________________________________________.(4

marks)On the other hand, (5) _______________________________________________________(4
marks)they cannot find our product anywhere.

II. WRITING: Marketing report – Recommendations

You work in Marketing Department of Spring Balm. In the last three months, the launch of your
company’s new products has not been successful. You are asked to conduct a market survey to find out
what the reasons are.
After collecting data, you have to write a marketing report to submit to the management so that they can
make right decisions for a new marketing campaign. One of the most important parts of your report is
Recommendations, which are based on the following factors:

Product the deodorant spray / temporarily withdraw

R&D Department our laboratory / develop a new flavor for the toothpaste
Price look carefully/ our competitors’ policy
Promotion advertise more on TV / possibly the Internet
Place ensure / the Spring Balm collection / be available

And here are theRecommendations you need to complete.(20 marks)

On the basis of the above findings, I would like to make the following recommendations.

Regarding product, (1)_____________________________________________________________(4

marks) and submitted tolaboratory tests without delay. In addition,
(2)____________________________ (4 marks)

With regard to price, (3)___________________________________________________________(4

marks) and make sure thatour price is right because our products are targeted atconsumers with
medium income.

As for promotion,(4)____________________________________________________________(4
marks) in order todraw more attention from massive potential consumers.

Finally, as regards place,(5)_______________________________________________________(4

marks) not only from a wider range of supermarkets, but also from more convenient retail outletsand
other stores near residential areas.

KEY
II. Writing: Suggested answer - Marketing report: Findings
The aim of this report is to determine the reasons for the failure of the launch of our new range of Spring
Balm toiletries. It is based on information gathered from over 500 interviews with consumers.(4
marks)

I shall begin with my findings about the products themselves. About one fifth of the consumers who
have tried our new products (4 marks)said they were dissatisfied with the taste of the Spring Balm
toothpaste. Also, 47 people complained of skin irritation after using our deodorant spray.

Secondly, as regards the price, almost 90% remarked that our products are overpriced in
comparison with well-established brands.(4 marks)

Thirdly, with regard to promotion and place, it is clear that the name Spring Balm still means nothing
to most consumers.(4 marks)On the other hand, many of those who have heard about the Spring Balm
collection complain that(4 marks)they cannot find our product anywhere.

II. Writing: Suggested answer - Marketing report: Recommendations

On the basis of the above findings, I would like to make the following recommendations.

Regarding product, I recommend thatthe deodorant spray should be temporarily withdrawn (4

marks) and submitted tolaboratory tests without delay. In addition, our laboratoryshould develop a new
flavor for the toothpaste(4 marks)like green tea, mint, or bamboo salt.

With regard to price, we shouldlook carefully at our competitors’ policy(4 marks) and make sure
thatour price is right because our products are targeted atconsumers with medium income.

As for promotion,I suggest that we should advertise more on TV and possibly the Internet (4 marks)
in order todraw more attention from massive potential consumers.

Finally, as regards place, it is advisable to ensure that the Spring Balm collection is available(4
marks)not only from a wider range of supermarkets, but also from more convenient retail outletsand other
stores near residential areas.