englishpod_0283dg

The Office ‐ Presentation Series 5 ‐ Deferring
Questions (C0283) 
Mr. Ford: Now, as we have already discussed there is a
huge untapped market out there both in Asia, in other
developing markets, and in the more mature markets for us
to push into. Now of course, this represents an enormous
challenge with enormous rewards for the winners, but for
any new product we need a great marketing message and
marketing campaign
Mr. Ford: It needs to be directed and focused at our target
consumer, and needs to be pitched at exactly the right level.
The question we must first address is of course, who is our
target consumer and secondly what do they expect from
the next generation Alpha lap-top?
Mr. Ford: Let’s first of all tackle the first question. Our
target consumer for the x420 is the middle class, white
collar worker with an above average income. However, as
we mentioned before the total number of computer owners
is expanding rapidly and we need to broaden our audience
for this product.
Mr. Ford: For example, the x420 is also ideally suited to
the younger student sector, who might use laptops both for
study and gaming. There is no doubt that.
Audience Member: Mr. Ford, if I could just interrupt a
moment. You say that the computer is suitable for students,
but don’t you think the price of the x420 is just too much
for most students?
Mr Ford: Well, that’s a fair point. If you don’t mind I’d
like to tackle your question a little bit later in the Q and A
section. Is that okay?
Audience Member: Yes sure.
Mr Ford: Okay, so as I was saying we have an exciting
campaign planned for the x420. Firstly, we will have a
nationwide television campaign, as well as advertising on
radio and also in many computer publications. We also
intend to.
Audience Member: I’m sorry to stop you Mr. Ford, but
do you really think that a television campaign is cost
effective. I mean, how much is that going to cost?
Mr Ford: Well I don’t have the figures to hand, but I’d be
happy to discuss those figures with you after the
presentation. Okay let me just go on to talk a little more
about the exciting campaign we have in store.