Shocking?

With the change in broadcast date, and a busy week last week, I’m only now getting around to sitting down to write about the final of the Apprentice.

First off – and nobody is more surprised about this than me – after correctly predicting the final two, I also successfully predicted the winner as well. Not only that, Sir Alan went with the person I thought should win as well, in that he gave the £100,000 job to Yasmina, leaving Kate as runner up.

Having said that, it certainly wasn’t the show where the winner was clear all the way through, indeed at the beginning of the episode it was pretty clear that Kate had the advantage, and from her grin and the scowl on the face of Yasmina they both knew it.

The source of the grin and scowl was following on from the traditional final task team pick. Kate chose Ben, Debra, Kimberly and Rocky and Yasmina chose Howard, Lorraine, James and Phillip. Even before the task was revealed, I thought that the picks that Kate had made provided the stronger team, but then the task was revealed – put together a new brand of chocolates, complete with a marketing campaign including a TV advertisement. On the previous marketing task Kate had been complimented on the best overall campaign, and Kimberly had produced by far the best commercial. With that having been revealed it’s not surprising that Kate was confident.

As the two teams discussed ideas, things even more seemed to be swinging in the direction of Kate. Her team came up with the concept of having a three layer chocolate box, on layer aimed at men, the next layer at women, and the final layer to share. Over with Yasmina they decided initially to target men, but when they researched the market found that the idea wasn’t popular amongst their focus groups, and Yasmina took the brave decision to change direction, opting for shocking and radical flavours as a unique selling point. As the final presentation approached about the only noticeable hiccup over on team Kate when they had a last minute name change on the chocolates – the original name being considered more suitable for something in the feminine hygiene department than the chocolate aisle.

On team Yasmina they had problems with the flavours, thanks in part to the limited budget that Yasmina imposed, and also the need for shocking flavours. The TV advert was okay, but a bit cheesy, the main radical part being the very bold simple poster that the team came up with. Yasmina got increasingly nervous about the final presentation, and in what I’m sure was a moment of madness, trusted Phillip with the dancers.

Team Kate motored on with Kate herself confident and comfortable in making the presentation, and with chocolate flavours that everybody seemed to like.

The mistake that it seems cost Kate the job seemed like a minor one. Whereas Yasmina, much as she had with the sandwich task, kept everything to strict budget, Kate and the team went to Waitrose a high class food retailer, and then trusted Debra to pick flavours. Debra phoned and said that with her choice of flavours the costs would be high, and Kate effectively went with her decision, and pitched at absolutely the lowest price possible – which was still twice the price of the box that Yasmina produced.

In the boardroom Yasmina was pulled up on the problematic flavours, to which she responded that the flavours could be tweaked before market, but the basic brand identity and price point were sound. Over with Kate she had little answer when she was told that her box price had pitched her chocolates into a price point dominated by established brands, and one that a new name would have difficulty breaking into.

Of course, as we know, the final decision isn’t only on the final task. Both candidates work for Sir Alan for a period of time, and much as with some of the surprise decisions in previous years we can only assume that Yasmina fitted in better than Kate. Whatever had happened, it certainly seemed to be a difficult decision at the end, and whereas I though Yasmina was the better candidate, I really wouldn’t have minded were he to have chosen Kate as I thought she was a similarly strong candidate.

Here is Sir Alan explaining his choice after the event:

But here is the actual moment that Sir Alan got his next apprentice, and for once I’d predicted it right!

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