Presentation: Co-branding

Exercise 1

Before listening: What types of meetings do you know? Make a list. Then listen to the presentation to find out what type of meeting it is. Is this type in your list?

Exercise 2

Listen to the presentation again and answer the following questions.

Which of the following collocations with the word ‘Brand’ do you hear in the presentation? Tick the boxes next to the ones you hear then match all the collocations to their correct definition.

  Brand name  

  The bestselling or most highly regarded product or brand in its market segment.

 

  Brand stretching  

  A word, name, symbol, etc. used by a manufacturer or company to identify its products e.g. Colgate.

 

  Leading brand  

  Using an established brand name in order to introduce unrelated products

 

  Brand image  

  The person who is responsible for developing brand awareness and brand identity

 

  Brand manager  

  The consumers' impression of a brand's total personality including its real and imaginary qualities and shortcomings

Exercise 3

Listen to the presentation again and fill in the missing words.

Presentation: Co-branding

John: “Erm… Perhaps we should start?”

“Good morning one and all. Thanks for coming. As I’m sure most of you know already, I’m John Banks, Head of Product Development here at Cheetah Cars. I have been tasked with giving a short presentation to kick off our discussion today. The presentation lasts for only about ten minutes so I am sure you won’t have time to become too bored. In (1)__________ you aren’t aware, this is a decision-making meeting and we have to decide whether or not we should take up a (2)__________ from the Chandel Perfume Company for a co-branding joint (3)__________. This room is needed for another meeting this afternoon, so we only have about two and a half hours in total.

So, first I will (4)__________ Chandel’s proposal for you. Then I will (5)__________ out what I see as being the main advantages and disadvantages of our participating in this joint venture. Finally, I will briefly (6)__________ the options before throwing the question open for general discussion. If there are any questions, please feel free to ask them as we go along.

Right, let’s get (6)__________. As I have no doubt you are aware, Chandel is the world’s leading (7)__________ in the perfumes market. Last week, we were approached by their brand manager Mike Harvey. He brought us an interesting proposal. In a nutshell, the proposal is as follows: That we allow them to use our brand as the name of a new men’s fragrance they are planning to launch in December. The fragrance is targeting males in the 25-35 age (8)__________ and Chandel feel that our elite sporty image will help them to attract this segment. They also believe that being associated with the exclusivity of the Chandel brand name will be beneficial for us too. There would, of course, be a licensing fee. Yes Judy – you have a question?”

Judy: “You mean something like Harley Davidson’s perfumes and colognes? If I remember correctly, that wasn’t exactly successful.”

John: “Yes, something like that. Harley Davidson worked with L’Oreal on that project and you’re right it was a (9)__________ of a disaster, which is why we have to take great care in making our decision today.”

Judy: Em.. why are Chandel so keen on this? They must be aware of the Harley Davidson failure.”

John: “ They are indeed well aware of it, but they believe that the problem was a sector mismatch. To quote Mike Harvey, ‘ It should have been obvious to all concerned that hairy bikers were more likely to wear engine oil than cologne.’ Even so, we must be very certain that we won’t damage our brand by doing this.

In fact, this brings me to the second part of my presentation the pros and (10)__________ of Cheetah’s participation in this venture. I’ll start with what I see as the con – there is only one – risk of damage to our brand image if the project fails. To answer Judy’s second question ‘Why are Chandel so keen on this?’ It’s because they need to attract younger people to the brand. They are brand leaders but their customer (11)__________ is aging - they are becoming increasingly identified with the over fifties sector. In short, they need to develop a new customer base of under thirty five year olds. The (12)__________ for us is that it works in reverse and we lose our 25-35 year olds because they associate Chandel with their parents’ generation. The pros are that, one we get a substantial fee and effectively free advertising in the (13)__________ campaign period, and two that we may pick up some of Chandel’s customers.

OK, so that’s the situation. We have a proposal from Chandel’s to allow then to use our brand name on a new fragrance and we have to decide whether the risk of losing our creditability in the 25-35 age range is (14)__________ by the fee, free advertising and the chance to pick up some of Chandel’s customers. Now, if there are no further questions, it is your turn to discuss this amongst yourselves and to decide whether or not you think we should take (15)__________ this offer. Thank you for your time.

Exercise 1 (Answer)

It is a decision-making meeting.√

Exercise 2

√	Brand name	A word, name, symbol, etc. used by a manufacturer or company to identify its products e.g. Colgate..
	Brand stretching	Using an established brand name in order to introduce unrelated products
√	Leading brand	The bestselling or most highly regarded product or brand in its market segment
	Brand image	The consumers' impression of a brand's total personality including its real and imaginary qualities and shortcomings
√	Brand manager	The person who is responsible for developing brand awareness and brand identity

.

Exercise 3

Presentation: Co-branding (ANSWERS)

John: “Erm… Perhaps we should start?”

“Good morning one and all. Thanks for coming. As I’m sure most of you know already, I’m John Banks, Head of Product Development here at Cheetah Cars. I have been tasked with giving a short presentation to kick off our discussion today. The presentation lasts for only about ten minutes so I am sure you won’t have time to become too bored. In (1) case you aren’t aware, this is a decision-making meeting and we have to decide whether or not we should take up a (2) proposal from the Chandel Perfume Company for a co-branding joint (3) venture. This room is needed for another meeting this afternoon, so we only have about two and a half hours in total.

So, first I will (4) outline Chandel’s proposal for you. Then I will (5) point out what I see as being the main advantages and disadvantages of our participating in this joint venture. Finally, I will briefly (6) summarize the options before throwing the question open for general discussion. If there are any questions, please feel free to ask them as we go along.

Right, let’s get started. As I have no doubt you are aware, Chandel is the world’s leading (7) brand in the perfumes market. Last week, we were approached by their brand manager Mike Harvey. He brought us an interesting proposal. In a nutshell, the proposal is as follows: That we allow them to use our brand as the name of a new men’s fragrance they are planning to launch in December. The fragrance is targeting males in the 25-35 age (8) range and Chandel feel that our elite sporty image will help them to attract this segment. They also believe that being associated with the exclusivity of the Chandel brand name will be beneficial for us too. There would, of course, be a licensing fee. Yes Judy – you have a question?”

Judy: “You mean something like Harley Davidson’s perfumes and colognes? If I remember correctly, that wasn’t exactly successful.”

John: “Yes, something like that. Harley Davidson worked with L’Oreal on that project and you’re right it was a (9) bit of a disaster, which is why we have to take great care in making our decision today.”

Judy: Em.. why are Chandel so keen on this? They must be aware of the Harley Davidson failure.”

John: “ They are indeed well aware of it, but they believe that the problem was a sector mismatch. To quote Mike Harvey, ‘ It should have been obvious to all concerned that hairy bikers were more likely to wear engine oil than cologne.’ Even so, we must be very certain that we won’t damage our brand by doing this.

In fact, this brings me to the second part of my presentation the pros and (10) cons of Cheetah’s participation in this venture. I’ll start with what I see as the con – there is only one – risk of damage to our brand image if the project fails. To answer Judy’s second question ‘Why are Chandel so keen on this?’ It’s because they need to attract younger people to the brand. They are brand leaders but their customer (11) base is aging - they are becoming increasingly identified with the over fifties sector. In short, they need to develop a new customer base of under thirty five year olds. The (12) risk for us is that it works in reverse and we lose our 25-35 year olds because they associate Chandel with their parents’ generation. The pros are that, one we get a substantial fee and effectively free advertising in the (13) launch campaign period, and two that we may pick up some of Chandel’s customers.

OK, so that’s the situation. We have a proposal from Chandel’s to allow then to use our brand name on a new fragrance and we have to decide whether the risk of losing our creditability in the 25-35 age range is (14) outweighed by the fee, free advertising and the chance to pick up some of Chandel’s customers. Now, if there are no further questions, it is your turn to discuss this amongst yourselves and to decide whether or not you think we should take (15) up this offer. Thank you for your time.

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