Day 042 - 31 Oct 94 - Page 04

     
     1        sell a particular product.
     2
     3   Q.   Right.
     4        A.  As far as the tactics, what we actually do, it could
     5        range around a whole raft of things, with scratch card game
     6        mechanics or a free something when you buy something else.
     7        What else have we done?  It could be a premium of some
     8        description, which is a true saying in the Happy Meal
     9        programme.  It may be a free glass or tumbler when you buy
    10        a drink.  It can be anything that basically "incentivizes"
    11        people to come in over a short period of time, to give them
    12        an added value to come in during that period.
    13
    14   Q.   So what kind of category would, say -- I do not know --
    15        education packs, or something like that, come under?
    16        A.  Education facts?
    17
    18   Q.   Packs -- that go to schools, and things like that?
    19        A.  Okay.  That, first of all, is not under my department;
    20        that comes under a separate department in the company.  We
         would not treat that as a -- we certainly would not treat
    22        that as a promotional, as such.
    23
    24   Q.   Which department does that come under?
    25        A.  It has always been under the Communications department.
    26
    27   Q.   So would that come out of their budget?
    28        A.  Yes. There is also an education side now, which it
    29        would come under, too.
    30
    31   Q.   What, there is now a separate education department?
    32        A.  Which is now part of Communications.  That has just
    33        happened.
    34
    35   Q.   What is the purpose of that, then?
    36        A.  I do not know their specific goals and targets.
    37
    38   Q.   Who is in charge of that department?
    39        A.  Well, now it comes under communications, ultimately
    40        I think it would be Edward Oakley.  But that has only just
         happened, and you would need to check that.
    42
    43   Q.   What about store visits by ronald mcdonald, and things like
    44        that; what does that come under?
    45        A.  It is run under the local store marketing area.  It is
    46        just organised by them.
    47
    48   Q.   Is there no budget from head office for Ronald?
    49        A.  We may make available some materials, like magic tricks
    50        or that kind of thing, and also we may pick up some of the 
    51        cost of additional visits, but it is primarily paid for by 
    52        the restaurants. 
    53
    54   Q.   Right.  So do they just hire out a clown outfit, or
    55        something?
    56        A.  No.  There are about six or seven different Ronald
    57        McDonalds in this country that do the restaurant visits.
    58        They are specially trained to ensure that they uphold all
    59        the standards that we would want from Ronald, both in terms
    60        of their understanding of what the character is and also