UNIT TWO
THE BIG MAKEOVER (p. 18, 19)
CORPORATE SOCIAL
RESPONSIBILITY (p. 22, 23)
“Corporate i_________ is like a house of cards”,
delicate and fragile, like a crystal palace, it can’t
have stones thrown at it”.
Naseem Javed
CORPORATE IMAGE
• Fill in the missing words:
• Messages, audiences, impression
• “The ________ that various ________ have of a
company, formed as a result of all the conscious and
subconscious ________ they receive, both intentional
and unintentional, good and bad.”
• Intentional: we are suggested a mental image through
all kinds of promotion such as advertising and public
relations
• Unintentional: behaviour of customer service staff and
stories in the news media
CORPORATE IDENTITY
• Fill in the missing words:
appearance ownership values history
“The sum total of a company’s _______, beliefs,
environment and visual _______ that has been shaped
by the nature of its technology, its _______, its people,
its ethical and cultural _______ and its strategies.”
• The company should focus on:
logo, advertising, website, brochures, stationary,
architecture, uniforms
How would you describe its corporate image?
Unit 2: The BIG McMakeover
BA, p 18
Task 1: Discuss with a partner & fill in
Company founded in
Company founded by
Logo
Mascot
Products / menu
Appearance of restaurants
Core market
Image of the company
Task 2: Reading for gist → fill in the missing info
Why was the company in trouble in the 1990s?
How has MD changed its image recently (look, menu,
corporate values)?
Company founded in
Des Plaines, a suburb of
Chichago, Illinois, USA
Company founded by:
Ray Croc, Dick McDonald,
Mac McDonald (1955)
Logo: Yellow, M sign
(the golden arches)
Mascot: Ronald McDonald,
a clown figure
Products / menu:
Mainly burgers and fries
Appearance of restaurants:
Plastic seats, strip lighting,
bright colours
Core market: fast-food
consumers (children, youth,
low-income groups)
Image: - the quintessential
fast-food restaurant
- good value for money
- producing convenience food
- child friendly
READING FOR GIST: VOCABULARY
McDonald’s came to represent ob_ _ _ _ y,
d_ _d-e_ _ jobs and health s_ _ _ es related to meat
co_ _ _ _ _ _ ion.
Restaurants have been r _ _ _ _ _ ed. The new look is
described as “s _ _ _ k”, “green” and as
“c_ _ _ _ _ ful r_ _ _ o modernism”
The menu is h _ _ _ _ _ _ _ _. McDonald’s now offers a
r_ _ _ _ of salads and fresh fruits.The products are
l _ _ _ lled as organic and f_ _ _ - range, and are
s _ _ _ _ed ethically.
MD wants to give the m _ _ _ _ _ e that environmental
c_ _ _ _ _ _ s and healthy eating are new c_ _ _
corporate v_ _ _ es.
→ Reading for gist
McDonald’s came to represent obesity,
dead-end jobs and health scares related to meat
consumption.
Restaurants have been restyled. The new look is
described as “sleek”, “green” and as
“colourful retro modernism”
The menu is healthier. McDonald’s now offers a range
of salads and fresh fruits.The products are
labelled as organic and free-range, and are
sourced ethically.
MD wants to give the message that environmental
concerns and healthy eating are new core corporate
values.
2 Corporate image, BA p 18-19
Reading for detail: 3 & 4
5 How would you describe the attitude or s_____ of
the writer towards the subject matter? sceptical
Why? List 3 pieces of evidence:
- distaste of the original style (e.g.???)
- ironic distance created by
- use of quotation marks (e.g. ???)
- extravagant and rethorical language (e.g. ???)
- a sentence which effectively undermines the
image McDonalds is trying to project ???
CSR
• https://www.youtube.com/watch?v=E0NkGtNU_9w&feat
ure=iv&src_vid=3ejgFi5hYLQ&annotation_id=annotation
_949214#t=25s
• WATCH AND FILL IN THE GAPS.
CORPORATE SOCIAL RESPONSIBILITY
JUST PAYING LIP SERVICE ?
A TOKENISTIC PR EXERCISE ?
A SMOKESCREEN?
A FRAUD?
OR
GENUINELY CONCERNED ABOUT THE PUBLIC
GOOD?
2.3 Corporate social responsibility
BA, p 22
HW:
1 Reading, Task 6 & Vocabulary
2 What examples of smokescreens, paying lip
service and tokenistic PR exercises can you
think of? Research the topic and get ready
to report at least one example next time.
3 Possible summary task: The Big McMakover
CASE STUDY, p. 28, 29
• wizard
• to have hands-offallowing other people to make their own
decisions
• to hit the ground running –
to be successful from the start of an
activity
• to bounce some ideas off someone –
present ideas and get further input
1. Read Caitlin’s email and answer the
questions below
2. Listen to Caitlin’s conference call with the
management team and note what is said
about the issues below
While listening - ISSUES YOU SHOULD MAKE NOTES ON:
•
•
•
•
•
•
•
•
•
•
Teamwork
Staff turnover
Working environment
Recruitment
Reputation
Competition
Brand-building
Cost-control
Visibility
Objectives
SUGGESTIONS FROM THE MANAGEMENT TEAM FOR IMPROVING
PIXKEL’S CORPORATE IMAGE
• Develop a clear mission statement and commitment to
CSR
• Produce a catchy or memorable slogan
• Our sales team needs a better image and
communication skills
• Include our company name in all our product titles
• Develop a good logo, a good slogan and use celebrities
to advertise our products
• Get our CEO to do some publicity stunts
• Produce a range of associated products bearing our
company name
• Make some short promotional movies to release onto
the web
• One of the great marketing campaigns of this
millennium, BMW’s The Hire was lauded for its
embrace of online marketing and branded
content. Bolstered by tangible results and
heaps of awards, it also helped launch the
career of Clive Owen into the mainstream.
BMW
• https://www.youtube.com/watch?v=tEfqBd3QJo
PRESENTATION
• In small groups, draw up an action plan for
Pixkel Inc.
• Present your plan to the class
• Vote for the best action plan
• HOME ASSIGNMENT
1. Do little research on CSR policy of the Croatian
leading companies
Be ready to deliver short (5 ) minute presentation on
the outcome of your research
2. Read the article on p. 33, “The Indian Machine”
3. IVANA KRIŽANAC, please be ready with your
presentation on OUTSOURCING for Friday, 4th Dec