VOCABULARY brand - marka, rodzaj, typ, odmiana branding - cechowanie, znakowanie to replace - zastąpić, zamienić current - obecny customer - klient loyalty - lojalność existing - istniejący R&D - dział badań i rozwoju market testing - badanie rynku to launch - tu: wprowadzić/wypuścić nowy produkt na rynek efficient - wydajny to introduce - wprowadzić market base - baza rynkowa to bring in - tu: wprowadzić produkt na rynek household cleaner - środek czyszczący do użytku domowego competitor - konkurent, rywal market share - udział w rynku superior - lepszy, wybitny, pierwszorzędny brand name - nazwa firmowa

Lesson 10
Branding

HELEN: My point is you should not replace it immediately because current customers do have very high loyalty to the existing brand and both R&D and the market testing show that the set up cost for the launching products is very high. It’s more efficient if they can have a longer product cycle so what they want to do is, maybe to introduce a new product in a different segment.

ANDREW: So even though they know they’ve got a good market base with the product that’s out there already, you don’t think it would be wise to bring a new product in.

HELEN: It’s wise that they bring in new products but they can do it differently by positioning it to a different group of consumers. Even for household cleaner, there are different market segmentations.

ANDREW: Yeah, OK. Anybody any other ideas?

ANURAG: Yeah, I think if the competitors have a better product than the clients at the moment, it will not be surprising if the client will begin to lose market share if the better product is not introduced. I suggest that the company should replace their existing product with a superior one and keep the same Conson brand name.

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	Lesson 10

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