Giving an effective product presentation

www.cambridge.org/elt/pro

Giving an effective product presentation

Marjorie Rosenberg

Aims

 to structure a presentation into sections

 to learn how to make notes on index cards

 to practice writing out the presentation using signposting language

 to learn how to incorporate powerful language into the

Tasks

 discussing makes presentations successful or unsuccessful

 matching marketing strategies to their definitions and categorising them into the correct area of the marketing mix

 presentation to practice holding the presentation by using the index cards

 to give and get feedback

 preparing index cards for a product launch presentation

 writing out the presentation using signposting language and persuasive phrases

 holding the presentation using the index cards

 giving and getting feedback

 reflecting on the success of the presentation and what could be improved

This activity can stand alone or be used in connection with Business Advantage Upperintermediate , Michael Handford, Martin Lisboa, Almut Koester, Angela Pitt, Unit 9.

Level

Upper-intermediate (B2)

Some of the vocabulary work may require a dictionary.

Timing

60–70 minutes depending on the size of the class. This should include checking the answers. The reflection activity can be done in class or at home and followed-up in the next class if necessary.

Lead-in (10 minutes)

Students work in small groups and answer questions about presentations they have given or attended. They discuss what elements make a presentation successful or not. In addition, they talk about what they think goes into the preparation of a presentation. For those who have never given one themselves they can offer their opinion and for students with more experience they can give examples of presentations they have given or seen.

Presentations in films can also be discussed.

Professional English Online © Cambridge University Press 2011 …..

PHOTOCOPIABLE …..



Vocabulary and the marketing mix (15 minutes)

The students work in groups to match marketing terms to their definitions and then put them into the correct place in the marketing mix. They should be encouraged to find more ideas for the marketing mix grid which they can then use in their presentations.

Preparing the index cards (10 minutes)

First students write in the correct headings on the index cards. They then finish the cards by answering specific questions about the product launch and writing two ideas next to the bullet points.

Writing out the presentation (10 minutes)

The students then use the signposting language and the powerful words and phrases to write out their presentations based on the notes they had made on the index cards. They can write full sentences but should be made aware that they will be giving the presentation just using the index cards and their notes.

Giving the presentations (5–15 minutes depending on the size of the class)

Students hold their presentations which shouldn’t last more than 5 minutes. They listen to each other and fill in the feedback forms.

Giving feedback (5–10 minutes)

The students give each other feedback on the presentations and concentrate on the language that was used and the positive aspects of the presentation.

Reflection (5–10 minutes depending on the size of the class)

The students reflect on their own presentations. The think about what they learned in this exercise, and what they could do to make their presentations better in the future. They discuss this in small groups.


PHOTOCOPIABLE …..



Key

Vocabulary

1C, 2J, 3G, 4L, 5A, 6K, 7D, 8E, 9F, 10H, 11I, 12B

The Marketing mix

Product Price Place Promotion

USP market niche special features competition pricing penetration pricing skimming pricing retail shops wholesalers e-commerce celebrity sponsorships

TV spots in-store promotions

Preparing for the presentation

Headings for the cards

1 Welcome and preview – Thank people for coming. Division of presentation

2 Market Research – Results of questionnaires

3 Product – New features and USP

4 Place – Distribution channels

5 Price – What will it cost?

6 Promotion – How will we advertise it?

7 Review and closing – Summing up and thanks (can also be ‘Thank people for coming.’)

Aspects of the presentation

Card 2 – What information about the target group has been discovered?

Card 3 – What special features and USP does your product have?

Card 4 – How are you going to distribute it?

Card 5 – What type of pricing strategy will make sense?

Card 6 – What promotional channels will you use?


PHOTOCOPIABLE …..



Giving an effective product presentation

Marjorie Rosenberg

Aims

 to structure a presentation into sections

 to learn how to make notes on index cards

 to practice writing out the presentation using signposting language

 to learn how to incorporate powerful language into the presentation

 to practice holding the presentation by using the index cards

 to give and get feedback

Vocabulary

Tasks

 discussing what makes presentations successful or unsuccessful

 matching marketing strategies to their definitions and categorising them into the correct area of the marketing mix

 preparing index cards for a product launch presentation

 writing out the presentation using signposting language and persuasive phrases

 holding the presentation using index cards

 giving and getting feedback

 reflecting on the success of the presentation and what could be improved

You work in a marketing department and have been asked to give a presentation to the head of marketing on a new product and the marketing mix. Match the words below to their definitions. Write the letters in the boxes.

1 special features

2 retail shops



 A. setting a price based on other products in the market

B. a company or person who buys products from the producer and sells to a retailer

3 USP

 C. characteristics of a product which are stressed as being attractive to the customer

4 celebrity sponsorships

5 competition pricing



D. setting a low price in order to sell well in a new market

 E. selling a product over the Internet

6 TV spots

 F. special stands in a shop which give samples of a product or advertise it

7 penetration pricing

 G. unique selling proposition or point, something a product has which others do not have

8 e-commerce

 H. setting a fairly high price to gain as much profit as possible, then lowering it to continue selling the product

9 in-store promotions

 I. a small specialised market which targets a specific group of customers

10 skimming pricing

 J. outlets which sell directly to consumers

11 market niche



12 wholesalers



K. paid for advertising on television

L. giving support or approval to a product by a well-known person in return for payment


PHOTOCOPIABLE …..



The Marketing Mix

The marketing mix is also known as the 4Ps. They are listed below. Decide which of these terms belongs to the different parts of the mix. Write them into the boxes. If you can think of any other terms to add, fill them in as well.

Product Price Place Promotion

Preparing for the presentation

You have to give a presentation on the launch of one of these new products. Choose the one you would like to report on to your manager.

 a new energy drink

 an at-home fitness machine

 a smart phone

 an

 a new health care product

 a kitchen gadget

Your job is to describe briefly how you will make use of the market research you have done and how you will implement the four Ps. To help you plan your presentation you have decided to put the different sections on index cards. It is usually a good idea to have some welcoming phrases and then a preview of what is coming in the presentation. You should finish up with a review of what you have said and a closing.

Headings for the cards

Look at the cards below and write the headings on the correct cards. Check your answers before you go on.

Distribution channels, Results of questionnaires, Summing up and thanks, Thank people for coming, What will it cost?, Sections of presentation, How will we advertise it?, New features and USP.

1 Title: __________________





(Welcome and preview)

2 Title: __________________





(Market Research)

5 Title: __________________





(Price)

6 Title: __________________





(Promotion)

Professional English Online © Cambridge University Press 2011 www.cambridge.org/elt/pro

…..

PHOTOCOPIABLE …..


3 Title: __________________





(Product)

7 Title: __________________





(Review and closing)

4 Title: __________________





(Place)

Aspects of the presentation

Now give some thought to the various aspects of the presentations. Decide first which card the questions belong to and check your answers. Then think about what you want to say about each of these points and make notes on the appropriate card. Try to find two pieces of information for each question and write them next to the bullet points. Make use of the information you did above on the marketing mix.

 How are you going to distribute it?

 What promotional channels will you use?

 What special features and USP does your product have?

 What information about the target group has been discovered?

 What type of pricing strategy will make sense?

Writing out the presentation

Finally, using the notes from your cards, write out your presentation. Make sure that you use signposting language to organise your presentation. You can also use powerful and persuasive language to get your point across. Look at the writing boxes for additional help.

Signposting

First of all,

Powerful words and phrases major

Firstly,

This presentation consists of ...

This presentation will be divided into ...

I would like to start by ...-ing essential extremely useful / successful a must-have something no one should be without

Then ...

After that ...

That will be followed by ...

This next point will cover ...

You have heard about ...

Let’s take a look at ...

Finally, ...

I’ll sum up with ...

In conclusion, ... badly affect / positively affect leading causes of / lead to ... huge costs / extremely low costs the most ... / the least serious problems / issues successful solutions a large number of fill an important market gap

Professional English Online © Cambridge University Press 2011 www.cambridge.org/elt/pro

…..

PHOTOCOPIABLE …..


Giving the presentation

Finally, using only your index cards, give the presentation. See how fluently you can manage to speak by using notes and what you remember from what you have prepared.

Use the feedback form to make notes about the others’ presentations. Have a feedback session in which everyone gives and receives feedback from the others.

Feedback sheet

Name and product

Signposting language

Powerful words and phrases

What elements were successful?

Reflection

Make notes for yourself on what you learned and how you can improve your presentations in the future. Discuss this with those in your small group.


PHOTOCOPIABLE …..


Giving an effective product presentation

Giving an effective product presentation

Marjorie Rosenberg

Key