Day 247 - 10 May 96 - Page 38


     
     1        been working with McDonald's in the UK since 1986 when they
     2        took over the account from Saatchi and Saatchi.
     3
     4        Advertising is a significant part of McDonald's business.
     5        It is the most visible way in which the Marketing Strategy
     6        is displayed and has a role to play not in only in the
     7        short-term (driving promotions and special offers) but in
     8        the long term development of the brands."
     9
    10        Do you agree with all that?  Is all that true?
    11        A.  Yes, I would say it is true.
    12
    13   Q.   There are quite a few mention of brands and I asked you
    14        about brands awareness before.  Basically, the purpose of
    15        that, the idea of brand awareness, is to keep a product, or
    16        the name of the company, consistently in the public's mind
    17        and thereby encourage the public to buy or use the
    18        Company's products?
    19        A.  I think that is a fair assessment, yes.
    20
    21   Q.   Right, and part of the idea is to connect a name, such as
    22        McDonald's, with something distant from McDonald's but when
    23        people see or hear of that thing, they read about it and
    24        think of McDonald's?
    25        A.  You lost me, I am sorry?
    26
    27   MR. JUSTICE BELL:  What do you mean by "distance from
    28        McDonald's"?  I think that is what may puzzle Mr. Preston.
    29
    30   MS. STEEL:  I am trying to think of a better way of putting it.
    31        Distance may not be the right word but, say, something that
    32        is not necessarily belonging to McDonald's, but, I do not
    33        know if I can explain it.
    34
    35   MR. JUSTICE BELL:  If you have a big point to make, make it.
    36        I think I have got the feel for what "brands" means and
    37        what its importance is.
    38
    39   MS. STEEL:  Yes.
    40
    41   MR. JUSTICE BELL: Unless there is something new you think it
    42        raises.
    43
    44   MS. STEEL:   OK, we will leave that.
    45
    46   MR. MORRIS:  Coming onto the section headed:  "McDonald's
    47        Healthy Eating Policy" in this document.  I do not know
    48        where that is in yours?
    49        A.  I have got it.
    50 
    51   MR. JUSTICE BELL:  It is a separate section. 
    52 
    53   MR. MORRIS:  Those two pages there summarise that policy.  Would
    54        you accept that?  Just cast your eye over it, please?
    55        A.  Yes.
    56
    57   MR. JUSTICE BELL:  I would work on the basis that all this
    58        portrays what McDonald's thought and how it saw itself and
    59        its activities as at the end of 31st December 1993, because
    60        it was putting it out to students, so I do not think you

Prev Next Index