6. Match the verbs on the left to their meanings. Then put the verbs into a logical order to show the life cycle of a new product.

1 launch a) to stop making

2 test b) to build or make

3 promote c) to introduce to the market

4 manufacture d) to change in order to improve

5 modify e) to try something in order to see how it works

6 discontinue f) to make a plan or drawing

7 design g) to increase sales by advertising, etc.

8 distribute h) to supply to shops, companies, customers

Reading.

Launching a new product.

1. Match these words from the text to their definitions.

Bald a symbol on a product to show a company’s ownership

Enhancing without any hair

Variety a particular kind in a range of products

To retain increasing the quality or amount of something

Trademark to keep or continue to have something

2. Read the text. Then decide if the following statements are true or false. Correct the false statements.

1. Zespri has spent a lot of money on marketing the new product.

2. The new variety of kiwifruit is New Zealand’s most important fruit export.

3. Asians prefer the original green fruit.

4. The Kiwifruit Marketing Board is only marketing the new fruit in Japan.

5. The traditional kiwifruit did not sell well at the beginning of the season.

6. The European manager is not very enthusiastic about selling the product.

Kiwifruit growers hope to strike gold with new product

Zespri is risking millions of dollars on the launch of an entirely new product - the bald, gold kiwifruit. The 5 effort, Zespri says, has been a great success. But with Zespri Gold making up only 10 percent of total New Zealand kiwifruit production, the company must be careful to continue to pro mote the traditional hairy green variety, which has annual sales of NZ$500m (US$224m) and is New Zealand's single most important fruit export.

In Japan Zespri managers decided to emphasise the fruit's health-giving, energy-enhancing quali­ties. The new variety is sweeter and more attrac­tive to Asian tastes. Yu Jan Chen, regional manager for Zespri in Japan and Asia, says: 'It is ideal for the Asian markets.' He says it is selling 'very well' in Japan, and is also being marketed in South Korea and Taiwan. The export season began slowly because the traditional green fruit was unusually small and difficult to sell. However, sales picked up when the gold fruit became available.

The successful launch of the gold fruit is expected to increase profits in the long term. The Kiwifruit Mar­keting Board has retained

all marketing and selling rights for Europe and over­seas for the trademarked variety. This will protect revenue as the gold variety

is planted worldwide.

The board has already signed contracts with the four largest kiwifruit co­operatives in Italy, and planting has begun. The area for planting is expected to grow steadily, eventually producing millions of trays.

As Guus Van Der Kleij, regional manager for Europe, says, 'It is an excel­lent product: after 25 years selling traditional green kiwifruit, you don't know how exciting it is to sell something different.'