Day 046 - 04 Nov 94 - Page 62
1 MR. JUSTICE BELL: You ought not to say you are looking at the
2 whole of the eating out market if, in fact, you are not.
3 But what you would like to do is make potential investors
4 think that you are a company which is going to earn more
5 and more each year, is that fair?
6 A. Again, I have to tell you what our marketing strategy
7 is at the time and I have tried to make it as clear as
8 possible.
9
10 MS. STEEL: On page 89, in fact, there was a copy on this page
11 of McLean Deluxe advertisement that Mr. Morris was
12 referring to earlier, but that is not why I am looking at
13 this paragraph.
14
15 MR. MORRIS: Have we all got 89?
16
17 THE WITNESS: Yes, I have it.
18
19 MS. STEEL: The first box in the middle column: "The more
20 people know about our products, the easier it is for them
21 to see how a meal at McDonald's fits into a healthy
22 lifestyle. That's why we've been so aggressive in
23 communicating McDonald's nutrition facts directly to our
24 customers". Aggression is something that crops up quite a
25 lot in these documents, is it not? Is that how you see
26 your advertising?
27 A. I think it says "aggressive" it is different, at least
28 in my mind, as meaning as aggression. "Aggressive" means
29 "with vigour".
30
31 Q. In the column on the right: "How Does a Business Maintain
32 a Single Brand Image in Many Different Cultures?" It
33 says: "Paul Schrage would make a lousy diplomat. Where
34 diplomats see differences among the world's five billion
35 inhabitants, Schrage focuses on the similarities. 'Everyone
36 needs to eat', he says, 'and we see our market as everyone
37 with an appetite'." Is that something you would agree
38 with?
39 A. Yes, on a broad basis.
40
41 Q. I will not read the whole of this because we are running a
42 bit short on time. But in the second column down near the
43 bottom talking about Latin America, it says: "Schrage
44 notes, 'Promotions for children create a response rate that
45 far exceeds anything we get in any other place'." That is
46 talking about Latin America. Do you know anything about
47 that?
48 A. No, I do not.
49
50 Q. Do you know what he means by what is written there, because
51 he is not just talking about other countries, is he, he is
52 talking about anything we get ------
53 A. I think that the Happy Meals in Latin America have done
54 very well.
55
56 Q. But promotions?
57 A. Yes.
58
59 Q. The promotion of those things has gone well or has had a
60 lot of effect?
