some of the key players in our company our top  managers our purpose this morning is to hear a  

presentation about a new initiative for outreach  and marketing and to discuss this plan with all  

of you this is a presentation that all of us  have looked forward to this initiative marks  

a new milestone in the evolution of our company  first it serves as an assessment of where our  

company is now in terms of communicating  its message to its customers domestically  

and abroad furthermore this plan has the  potential to drive our company forward by  

transforming our corporate outreach and marketing  strategies we are delighted that all of the major  

contributors to this initiative are here today  they will use their unique perspectives to talk  

about the current state of affairs in terms  of outreach and marketing give details about  

the new proposed initiative and outline the  path for implementation native rate of speech

okay everybody please take a seat let's get  started I've called this meeting of our top  

salespeople so that all of you get a chance to  hear about the new plan to get our company out  

there in order to reach more of our potential  market first we'll hear a presentation from  

the team that has been working on this then we'll  discuss it to get your feedback and put our heads  

together to see if there are any other ideas  while the team is getting set up let me say a  

few words what does this new plan mean for our  company first it's a reality check on where we  

are right now in terms of getting our message to  our customers second this plan has the potential  

to move the company forward one of our main  challenges as you all know is staying relevant in  

this changing market today's presentation has some  really innovative ideas about how we can do this

in this lesson we learned about starting  or calling at a normal rate of speech

before we begin I would like to take a moment to  introduce the participants who have graciously  

agreed to share their time with us today  I believe that all of you already know me  

Alex Arora the CEO of vision corporation on  my immediate right is Miss Hannah Graf the  

account representative from a marketing  consulting firm she has been a visionary  

leader in coordinating the focus groups and  helping us identify our target market on my  

far right the gentleman in the gray suit  is mr. Chris Banda who is the senior vice  

president of product development over the past  few months he has shown great flexibility and  

willingness to adapt his product features to  better meet our customers needs and last but  

not least I'd like to introduce our senior vice  president of marketing mr. Sean Edwards he has  

been coordinating our marketing efforts for the  past seven years and his hard work is culminating  

in today's presentation with that I'll turn it  over to our senior vice president of marketing  

Sean Edwards who will lead the proceedings today  thank you to all of you for being here and welcome

now that we have a better understand or Mille  speed before we dive into the presentation I  

should probably start by saying that I'm Alex  Arora the CEO of vision corporation just in  

case there is anyone here who hasn't met me in  person before today could I please get our key  

team members to introduce themselves Hannah why  don't we start with you sure I'm Hannah Graff an  

Account Representative from the marketing  firm that has been doing the focus groups  

today I'll be talking about your target market  it's my pleasure to join all of you today I'm  

Christopher Hanson the senior vice president  of product development I've been tweaking our  

products so that it's a better fit for what  our customers are looking for hi everybody  

I'm Sean Edwards senior VP of Marketing I've  spent the past few months trying to keep up  

with all the great work that Hanna and Chris  have been doing great thanks now I'm going to  

turn it over to Sean who will be running  the show today I hope this normal speed

thank you Alex and thank you to everyone who's  here today as you know today's presentation is  

designed to present our recommendations about  how vision corporation can increase its market  

share by reaching more of its potential market  you should each have a copy of our handouts in  

front of you that corresponds to the slides  up here on the screen the first slide shows  

our agenda for the day first I will begin with  an overview of how our market share has been  

declining during the past 12 months and the  reasons for that decline then ms graph will  

present the data that she gathered from the  focus groups and her ideas for clarifying  

our target market she will be followed by mr.  Hansen who will discuss adapting our product  

to meet market needs and he'll conclude with our  main recommendations since we have limited time  

today please hold your questions until the end of  the presentation hopefully not a stir native rate

alright let me start by a saying thanks to all of  you for your interest in this presentation does  

everyone have the printed handouts great let's  start by taking a look at what we're going to  

cover today as you can see in this outline here  we'll start off by talking about how our market  

share has been falling over the past year and the  reasons why after that Hannah's going to tell you  

about the focus group she conducted and what we  can learn from them she'll also share her ideas  

about who our target market really should be we'll  finish off with Chris talking about how his team  

has been able to change our product so that it  has more appeal to our customers then he'll wrap  

things up with our team's recommendations any  questions so far if you have questions later  

on during the presentation please feel free to  interrupt me at any time this time at a native  

rate of speech as I mentioned our market share  has been sliding for the past year naturally  

vision corporation is alarmed by these changes  and wants to understand the underlying reasons  

the truth is we're not entirely sure why we're  losing market share but we have identified three  

factors that may contribute to the cause a  growing number of competitors our products  

features and poor advertising first the number  of competitors in our industry has doubled in  

the past year to counter this we must learn  to differentiate vision corporation from the  

other companies second our product lacks some of  the features that customers are looking for we  

need to improve our product and make it the best  market offering third our advertising has been  

ineffective in reaching our potential customers  we need to rethink our marketing campaigns and  

make sure that we're targeting the right market  now I'm going to turn things over to MS Graf who  

will discuss the findings of her focus groups now  that you better understand the this time when he's  

speaking more quickly as I said a moment ago  our market share has taken a nosedive in the  

last year why we think it's a combination of three  things one there's a lot more competition now than  

there was a year ago to our product isn't meeting  the needs of the market and three our advertising  

is speaking to the wrong customers these are some  pretty serious but not insurmountable problems so  

let's take a look at the solutions we've come up  with first we're facing twice as many competitors  

as we were a year ago so we need to make sure  that the customers know that vision Corp is the  

best in the business second we need to make sure  that our product has all the bells and whistles  

that our customers have come to expect and third  we have to revamp our marketing efforts and make  

sure that our ads appeal to the right group  of customers Hannah can you take over now and  

tell us what you learned from the focus groups now  you know some of the beddin native rate of speech

Thank You mr. Edwards we conducted eight focus  groups each with 10 to 12 people who currently  

use the product in this pie chart the yellow  shaded areas represent those participants who  

buy the product from vision corporation and they  comprised only 13% of the people we spoke with  

that's consistent with vision corporations  market share segment we ask the participants  

what features they wanted when purchasing the  product and this table shows their answers in  

descending order of importance as you can see  across this row and down this column vision  

corporations current product offering includes  only one of the top three most desired features  

finally we ask the participants to rank the  product offered by vision corporation against  

those of the top four competitors and the results  are shown in this bar chart vision corporation  

received the best rankings for affordability  but suffered in all other categories this line  

graph shows that these figures have held steady  over the four months we've conducted these focus  

groups we believe this means that your company  would be justified in raising the price of its  

product and using the additional revenue  to improve the products features or quickly

thanks Shawn each of the eight focus groups we  spoke with had 10 to 12 participants who are  

users of the product although not necessarily  the one offered by Vision Corp in this table  

you can see that the proportion of people  who use your company's product compared to  

the total market is fairly small at only 13%  this of course means your competitors have a  

big leg up on the market with over 85% we asked  participants what kinds of things they look for  

when deciding which product to buy let me  walk you through this chart with my laser  

pointer you can see that the most important  features are listed alphabetically under the  

header important features unfortunately  your current product is only one of three  

most sought-after features that may be one  important reason why customers are buying  

your product finally take a look at this bar  chart which shows how your products features  

stack up against those of your competitors your  product has good affordability but the truth is  

that your customers aren't that concerned about  price you could easily raise your prices and  

use the extra money from sales to better match  your product with what customers are looking for

now that we've list this time when he's  speaking a little bit more quickly using  

all of the information that ms Graf has just  presented as a starting point my product  

development team has been trying to enhance our  product to include more of the customers desired  

features our specific proposals were described  in detail in the memo that was circulated last  

week so I see no reason to cover them in depth  at this point in time however we do need to open  

a dialogue about which changes were going to  implement and a timeline for doing so so as  

our presentation concludes I want to repeat the  key points first our market share is showing  

a downward trend second our marketing campaign  isn't appropriate for our target audience third  

many key features are missing from our product  our recommendations are to revamp our marketing  

campaign and redesign our product we're facing  some serious problems and we need your input in  

order to deal with them as quickly as possible  without further ado I'd like to open the floor  

for discussion Shaun will be our moderator  at an informal meeting this time at regular  

speed our product development team has been  busy trying to synthesize all the data that  

Hannah's just presented in order to create a  better product for our customers we sent out  

a memo last week that described our specific  ideas and based on all the signatures on the  

routing slip it looks like most of you have  already seen it so I won't repeat everything  

in a minute we're going to ask you to help us  brainstorm even more ideas before you get your  

creative juices flowing let's just briefly recap  the main points of this presentation our market  

share has taken a beating and we're missing the  mark with our marketing and our product to tackle  

these problems we recommend creating a better  marketing campaign and creating a new version  

of our product we're asking for your best ideas  during the discussion Shawn will you take the helm

now that we've gone speech when you have a  question please raise your hand this will  

allow me to call on people one at a time and  avoid having people talk over each other also  

please make sure that your questions are on  topic who would like to begin I need to voice  

my concern about how the focus groups were  not asked about color or design I think this  

would have these pardon my interruption  but with all due respect mr. Hansen I  

completely disagree with you I understand  your concern but in our experience those  

part of characteristics pale in comparison  next to affordability and ease of use I don't  

have time to address your concern fully but  most customers aren't interested in design  

as much if I may offer my opinion I believe  mr. Hansen has a legitimate concern and I'm  

glad he asked that question but MS Graf may  be right about the importance of listening to  

our customers however this topic is outside  the scope of my expertise is a little faster

let's get this show on the road this is an open  discussion so who wants to start off Hana even  

though I've been knee-deep in your data for  months there's something I have to get off  

my chest why didn't you ask the focus groups  about our products color and design I can see  

your point Chris but based on past experience we  know that customers mostly consider affordability  

and ease of use when deciding which product  to buy I can't go into this in detail now but  

most customers just want reliability and the  design is secondary Chris you've brought up an  

interesting point but I think Hanna is right  don't take this the wrong way Chris but the  

interests of Engineers and our customers aren't  the same but of course I'm not a marketing expert  

by any means again this time at a faster rate of  speech mr. Hanson was MS Graf able to allay your  

concern good now we have time for only two more  questions MS Graf my question is for mr. Hansen  

I was wondering whether you could expand on the  section regarding product design am I correct  

in assuming that you want to offer the product in  more colors let me see if I can shed better light  

on that although colors may not be as important  to consumers we're of the opinion that having  

more variety will increase sales is that the  only reason please let me finish my thought  

another reason which may be beyond the scope of  your question is that the increase in our cost  

will be small have I answered your question yes  certainly Chris you've made it clear for all of