3. Discuss in pairs.What are the ad

3. Discuss in pairs.
What are the advantages of branded goods for:
a) the manufacturer b) the consumer?

Project work: Study the case.

Of Italian origin, Silvana emigrated to England from Lugano, Switzerland, with her family when she was ten years old. Later, she married Pierre, who was also Swiss, and worked in his designer clothing business in London. In 1980, they moved to Oxford and opened a French-style restaurant.
The restaurant was very successful, but Silvana found it difficult to get high quality after-dinner chocolates in England. So she was so disappointed about this that she decided to return to Lugano and learn how to make them herself. A friend of hers owned a large chocolate factory there, and happily showed her how chocolates were manufactured. Back in England, she started producing hand-made chocolates for her restaurant clientele and friends. She used top-quality ingredients, and the chocolates were greatly praised by all who tasted them.
The idea of establishing a hand-made confectionary business came almost by chance. One day, on an impulsive, they contacted a famous chain of quality food stores based in London. The firm’s chief buyer expressed interest in their products, and the following week they went to London with their samples. To their astonishment, they left the buyer’s office with an order for 30 kilos!
Seeing a potential in Selvana’s ‘hobby’, the couple sold their restaurant and used the proceeds to set up Silvana Chocolates. Within a year, they were unable to cope with the demand and had to take on additional labour. Five years later, Silvana Chocolates was a flourishing business to be much bigger. They would also like to expand into Europe as soon as possible. To do so successfully, they know they must create a stronger brand image – the chocolates don’t really have a ‘personality’ at the moment – and devise a marketing plan to increase brand awareness – their products are still not widely known by the general public.
To discuss suitable ways of improving brand image and increasing consumer awareness, Pierre and Silvana have set up a meeting with a small advertising agency in London.

Результаты (африкаанс) 1:

. 3. Bespreek in pare
Wat is die voordele van gebrandmerk goedere vir:
a) die Vervaardiger b) die verbruiker?

Projek werk:. Bestudeer die geval

van die Italiaanse oorsprong, Silvana geëmigreer na Engeland uit Lugano, Switserland, saam met haar familie toe sy tien jaar oud. Later, trou sy Pierre, wat ook Switserse, en gewerk het in besigheid bis klere-ontwerper in Londen. In 1980 Hulle verhuis na Oxford en het 'n Franse-styl restaurant.
Die restaurant was suksesvol baie, sagte Silvana het dit moeilik gevind om 'n hoë gehalte na-ete sjokolade kry in Engeland. Sy was so so teleurgesteld oor hierdie dat sy besluit het om terug te keer na Lugano en leer hoe om te maak haar sê. 'N Vriendin van haar besit 'n groot sjokolade fabriek daar, en gelukkig het haar hoe vervaardig sjokolade. Terug in Engeland, het sy begin vervaardiging van handgemaakte sjokolade vir haar restaurant clientel en vriende. Sy het top-gehalte bestanddele, en die sjokolade was baie geprys deur almal wat geproe sê.
Die idee van die stigting van 'n handgemaakte bakkery besigheid het byna per toeval. Op 'n dag, op 'n impuls, Hulle gekontak 'n ketting van gehalte bekende voedsel winkels in Londen. Koper Die firma se hoof ontwikkelaar se belangstelling in produkte en die daaropvolgende week het die ontwikkelaar se na Londen met monsters. Om hul verbasing het die koper se links die kantoor met 'n bevel vir 30 kilo!
Aangesien 'n potensiële in Selvana se "stokperdjie", restaurant die egpaar verkoop ontwikkelaar se en gebruik die opbrengs op te rig Silvana Chocolates. Binne 'n jaar, het hulle nie in staat was om stukke met die vraag en op bykomende iemand stuur Arbeid te neem. Vyf jaar later, Chocolates Was Silvana n bloeiende besigheid te veel groter sweer. Hulle wil ook so gou as moontlik uit te brei na Europa. Om dit suksesvol te doen, hulle weet hulle moet beeld 'n Sterker handelsmerk te skep - die sjokolade het nie regtig 'n 'persoonlikheid' op die oomblik - en Ek dink 'n bemarkingsplan te merk bewustheid te verhoog - Hul produkte is nog nie wyd bekend deur die algemene publiek.
Om Bespreek geskik Maniere merk beeld verbruiker te verbeter en die verhoging van bewustheid, Pierre en Silvana het 'n vergadering met 'n klein advertensie-agentskap in Londen.