| KATE McKENNA:
| Ladies and gentlemen, thank you very much for coming this afternoon. In the next hour or so I'm going to introduce you to a completely new concept in toy manufacture.
I shall begin by talking about the market research which led to the development of this product. Then I shall explain the technical developments, the production and our marketing strategy.
Finally I shall outline our recommendations as to how you can make this product a success in your territory. By the end of the hour you will able to see why Bibury Systems are so committed to this new venture and why we are so confident that we can capture the American market. So let's begin with the background...
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| JENNY ROSS:
| Can I speak to Phil Watson please?
...This is Jenny from Bibury Systems.
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| PHIL WATSON:
| Hello, Phil Watson.
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| JENNY ROSS:
| Phil, this is Jenny from the marketing department of Bibury Systems.
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| PHIL WATSON:
| Hi Jenny. How's life.
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| JENNY ROSS:
| Complicated. I've been leaving urgent messages for you for the last few days, but you obviously haven't seen them.
I am afraid it looks like our competitors, J.K. Toys, have got something that is very similar to Big Boss.
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| PHIL WATSON:
| Oh no. How similar?
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| JENNY ROSS:
| It's bad news. J.K. Toys are launching their product in six weeks' time, so we have decided to bring forward our launch date again.
Can you bring over your designs so Don can see them?
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| PHIL WATSON:
| They're not finished yet, but I'll bring everything I have...
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| KATE McKENNA:
| ... So to sum up, everything indicated that the market was ready for a hi-tech product, a product that would appeal to both patents and children, a product that lets the user decide the character of the toy. Ladies and gentlemen let me introduce a break-through in toy technology. Ladies and gentleman, I give you 'Big Boss'.
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| BIG BOSS:
| My name is 'Big Boss' – In six months' time everyone here in the United States of America will be talking about "Big Boss" and you, my friends, can rake a share in my incredible success.
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| CLIVE HARRIS:
| Derek, I've got fifteen minutes.
That's all. I have ameeting with the accountant.
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| DEREK JONES:
| I would just like you to take a look. It won't take lung.
It's a development of Big Boss. It's Big Boss Mark 2.
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| CLIVE HARRIS:
| It looks a hit like Big Boss.
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| DEREK JONES:
| But it has emotions, It can cry. It can laugh.
Not just make the muse. Every doll on the market can do that.
No, Mark 2 can actually make the movements.
And the gestures. It is programmed to look happy, sad, angry or tired at the touch of, I button... or even by voice control.
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| OLIVE HARRIS:
| Derek, I can see you've done a lot of work on this.
It Jot look ingenious. How long has it taken you?
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| DEREK JONES:
| Months. I think it's a real breakthrough.
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| CLIVE HARRIS:
| How difficult will it he to manufacture?
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| DEREK JONES:
| We have new materials here.
Have you seen the new treated plastics?
They are very flexible.
They are much more adaptable than the Big Boss material.
And we have the technology.
Take a look at these basic designs. I'll show you what I mean.
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| CLIVE HARRIS:
| It will cost a fortune to develop. It will cost three times as much as Big Boss.
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| DEREK JONES:
| Not that much. It is an expensive product.
But Big Boss us selling upmarket.
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| CLIVE HARRIS:
| Let's see what Don and Kate say, but I think it will cost too much.
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| KATE McKENNA:
| ...To conclude the presentation we have seen that Big Boss can succeed in the American market. We have a product the can give the user more then any thing else on the market. There is nothing that can touch it. Out competitors cannot deliver the technology. They cannot match our price and they can't compete with our television campaign. "Big Boss" is going to be coast to coast at peak hours every day in the new year. And how much are we spending on this campaign?
Well, let's have a look at the individual territories.
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| PHIL WATSON:
| This is the wording, which I agreed with Edward.
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| DON BRADLEY:
| Fine. It's very clear. And I think these colours work very well.
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| PHIL WATSON:
| We'll have three different photographs of the Boss on the display.
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| DON BRADLEY:
| Yes, I like these two wills but I'm not sure about that one.
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| PHIL WATSON:
| There are plenty of options. Have a look at these contact sheets.
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| DON BRADLEY:
| How soon will this he camera-ready?
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| PHIL WATSON:
| By new Tuesday.
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| DON BRADLEY:
| I really need this for tomorrow.
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| PHIL WATSON:
| Tomorrow! That's difficult.
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| DON BRADLEY:
| How difficult?
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| PHIL WATSON:
| It'll be ready for tomorrow.
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