Business English Bits Issue 227
The 10-min homework newsletter that supports your advanced business and English language learning through Youtube video reports and highlighting vocabulary ...
Good morning, and a big welcome to this issue of Business English Bits! Thanks for reading!
For the today’s highlighted video report within issue - 227 - we are back at Business Insider with an offering about a US beverage company called Arizona.
Arizona drinks was set up over 30 years ago by Don Vultaggio and John Ferolito. The firm is most famous for their iced teas which come in numerous flavours and are hugely popular across America. The attractive packaging adds to the fresh, youthful feel of the brand and colourful imagery helps the cans stand out on the shelf.
But what really sets Arizona apart from the competition, is its strict focus on price. Ever since the brand first brought out its products back in 1992, the 99 cents price tag, printed on the product, has remarkably stayed the same.
Fixing the price on the can has made it difficult for store owners to increase their margins, but it has created a loyal, returning customer base looking for value for money.
So how have Arizona been able to keep the same price for over three decades? Inflation over this long period has obvious led to price increases across the board* Don believes that keeping the company off the stock market has allowed decisions to remain local. As a result, the company has been able to plan for the future without solely concentrating on short-term profit.
*Across the board (ph) - Applying to everyone or everything
Thanks to its unique brand image, Arizona has even acquired ‘super-fans’ called Zonies, who promote the brand for free and make a huge splash* on social media.
*Splash (n) - Striking or eye-catching effect
Sit back and enjoy this curious story and wonder at how it has been possible to keep a reasonable price for over 30 years ….
Focus on some key new nouns from the video …
VIDEO: Business Insider - (14min) - How Arizona Has Kept Its Iced Tea 99 Cents
Key Words - (Smth = Something; Sb=Someone; Col=Colloquial)
To Wage against (pv) - To actively carry out or engage in opposing smth
Against all odds (ph) - To succeed or persist when it seems very unlikely or almost impossible
To Tweak (v) - To make small adjustments or fine-tune smth
To Bump into (pv) - To meet or encounter unexpectedly
Stiff (adj) - Severe or difficult; Inflexible or rigid
To Team up with (pv) - To collaborate or work together with sb else
Wherewithal (n) - Means or resources needed to do smth
Dumb (adj) - Lacking intelligence or good judgment
Synonymous (adj) - Having the same or nearly the same meaning as smth else
Spoofed (adj) - Faked or imitated deceptively, often to mislead
Custom (adj) — Made or done to order
To Etch (v) -T o engrave or imprint permanently
To Look out for sb (pv) - To watch over or take care of sb’s interests or well-being
Hold the line (ph) - To maintain a position or standard firmly
Change hands (ph) - To be transferred from one owner to another
Off the cuff (ph) - Done spontaneously
To fuel (v) - To stimulate or increase something, often growth or activity
Littered (adj) - Filled or scattered with smth in a way that can imply excess
To sabotage (v) - To deliberately damage, obstruct, or undermine smth
Bid (n) - Offer to buy or do smth
Standstill (n) - Situation where no progress is being made
To Scrutinise (v) - To examine or inspect smth very closely and carefully
Shrinkflation (n) - Practice of reducing product size while maintaining price
To Call out (pv) - To publicly point out or challenge wrongdoing or mistakes
Misleading (adj) - Giving a false or inaccurate impression
Thrift (n) - Careful and efficient use of resources, especially money, to avoid waste
Payoff (n) - Return, benefit, or result gained from an action, effort, or investment
Word of the Day … Guess the missing key word - Answer given below with examples!
Some new phrasal verbs to review …
Word of the Day Answer:
Outstrip (adj) - To exceed
Examples:
“Our company’s revenue growth continues to outstrip that of our main competitors.”
“Demand for renewable energy is expected to outstrip supply over the next decade.”
I hope you’ve enjoyed this issue of Business English Bits!
Have a great weekend, and we’ll catch up next Tuesday!
Kevin
This is great! I've long noticed the 99¢ price prominently displayed on the cans. With record inflation post-pandemic, they're surely feeling the pressure to raise the price. I know from Reddit that many retailers in fact are charging more than $1 for the beverage.
Great work here; quite comprehensive, as always.