Final Assignment Group Speaking Assignment (50%) - ASSIGNMENT: Product Launching

Faculty of Foreign Languages
Department of English for Business

FINAL ASSIGNMENT
Group speaking assignment (50%)
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ASSIGNMENT: Product Launching
Students are asked to work in groups of four.
Objectives: Motivate students’ creativity; Revise topics learnt in the course-book;
Give students a chance to creatively design their own campaign for a certain product.
REQUIREMENTS:
STAGE 1 - Pre-launch:
-Create a brand-new product for Vietnamese market (Students have to design the
product’s name, logo and slogan)
-Write a product launch plan (about 1000 words). The following outline is suggested:
I/ Introduction: the name of the product; the name of the creator; the price of the
product; etc.
II/ Body (some suggested questions):
+ What features does the product have?
+ What are its USPs (Unique Selling Points)?
+ Who are your target customers?
+ Why should people buy the products? (Pros and cons)
+ How do you advertise the product? (TV, Internet, Facebook, Posters, etc.)
+ What special promotions will you use at the start of the campaign?
III/ Conclusion
1
STAGE 2 - Launch event: Students give a 15-20-minute product launch
presentation with the aim of persuading Vietnamese people to buy the product.
Suggested outline for a product launch presentation is in the following table.
1) Introduction - This is normally just a title slide where the speaker introduces
themselves, and the point of the product presentation. This is where you want to
hook your audience and tell them what is in it for them. If you are not going to be
giving the presentation you may want to have a note slide with the point on it. (1-2
slides)
2) Agenda - An agenda is optional, but provides you with an opportunity to tell your
audience what you are going to cover in your presentation. It avoids people asking
questions early in the presentation about material you will be covering later. (1
slide)
3) Company Information - This is a way to establish credibility and to make the
audience feel comfortable with your company. Ways to do this include customer
lists, high-profile executives or advisors, information on funding (if a private
company), awards and major milestones. Don't spend too much time on this, you
don't want your audience falling asleep.
4) Positioning - Successful products have a unique technology or positioning that
sets them apart from other products on the market. You want to introduce this
aspect of your product up front to let your audience know how your product is
different and why they should listen to the rest of your presentation. Use this as an
attention getter. This should be done in terms of the problem that they have and that
you are solving with your product. Be sure to present this in terms of your audience
and their pain. Performing a positioning exercise prior to building your presentation
is very helpful. This part of your presentation must be very crisp and to the point.
(1-5 slides)
5) Product description - Clearly describe your product in terms that your audience
will understand. It may be helpful to have a chart with the product
components. You want to give the audience a frame of reference for the features
and benefits that they are going to see. You also want them to know how your
product fits into their existing environment. Show how the product interfaces with
other products or systems they may be using. (1-2 slides)
6) Clearly articulated benefits as they relate to your target audience - You can use a
features and benefits list or just walk through the features and benefits. Whatever
you do, do not forget the benefits! They may be obvious to you because you live
and breath the product, but your audience should have them clearly called out and
they must relate to their needs. (1- 5 slides)
7) Examples/successes - At this point in the presentation your audience should be
familiar with your product and why it is different and better. In order to drive this
point home use examples of how your product is being used and how customers
have benefited from the product. (1-3 slides)
8) Closing argument - This is your opportunity for a 'call to action'. You want
summarize your product presentation, reiterate the point of the presentation, and ask
your audience to do something, if that is the point of your presentation.
2
Feedback:
- Peer feedback:
There is a 5-minute Q&A session after each presentation, when the
audience can give comments, ask for clarification, or raise questions.
- Teacher feedback: Teacher gives comments
Assessment: (50%)
-Launch plan: 20%
-Launch Presentation: 30%

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Faculty of Foreign Languages

Department of English for Business

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