Ray A. Kroc
Eric Schlosser focuses on the story of Kroc in this chapter
Kroc founded the McDonald’s corporation in 1955 and bought the rights in 1960
Kroc utilized the assembly line as the way
Had an agreement with Walt Disney about a McDonald’s in the park, but because
lack of agreement on prices the park never allowed a McDonald’s on opening
day
It would be a partnership that would leave a lot o money for both side of the
people
Implemented core values of the franchise: quality, service, cleanliness, and
value
http://www.mcdonalds.com/us/en/our_story/our_history/the_ray_kroc_story.html
Slide 2 continued
Ray A. Kroc and Walt Disney used a marketing technique known as “Kid
Customers” which targets children will meals and toys inside modeled
completely around what things most appeal to young children
i.e. Disneyland is one big theme park for children where their imagination
becomes a reality and in McDonald’s there are toys in the meals and the main
meal children know is a Happy Meal
The McDonald’s also went down the same line as Disney. Disney has Mickey
Mouse, so McDonald’s created Ronald McDonald
Obviously both targeting children, because adults don’t always choose to go to
a children centered place, but their nagging crying children do
Genius tactic I might add!!!
Walt Disney-Wernher von Braun
Von Braun, in the mid-1950s, helped and cohosted a series of television shows
on space exploration
Helped with the building and advertising of Disney’s “Tomorrowland”
Wernher von Braun designed the ride at Disneyland called Rocket to the Moon
It was a smart move by Walt Disney to gain credibility about his “Tomorrowland”
by having a scientist of rocket science designing a ride and
cohosting/producing some animated films
Walt Disney pioneered the marketing strategy know as Synergy; evidence of
that is still in practice today. If you go to Disneyland you will see a huge sum of
workers there and that is the main part of synergy, Synergy is the interaction
of multiple elements in a system to produce an effect different from or
greater than the sum of their individual effects. A little help from everyone
goes a long way!!
http://history.msfc.nasa.gov/vonbraun/disney_article.html
Coca Cola & other Corporations
Coca-Cola and other major corporations began advertising at school hallways
and around all of District 11 in Colorado
Those company's target young adults because they are the largest consumers
of the so-called “liquid candy”
Beverage companies in the US spent roughly $3.2 billion marketing carbonated
beverages in 2006, with nearly a half billion dollars of that marketing aimed
directly at youth ages 2–17. (7) And each year, youth see hundreds of television
ads for sugar-containing drinks
Two out of three adults and one out of three children in the United States are
overweight or obese, (1,2) and the nation spends an estimated $190 billion a
year treating obesity-related health conditions
http://www.hsph.harvard.edu/nutritionsource/sugary-drinks-fact-sheet/
Key Terms in Chapter
Ray A. Kroc
Coca Cola
McDonald’s
Synergy Marketing
Walt Disney
Wernher von Braun
Richard and “Mac” McDonald
Heinz Haber
Disneyland
NBC
“Kid Customers”
Critical Questions
Do you think that the fact huge corporations share
similar techniques is the reason they gain so much
success?
Did Colorado not care about the health risks all those
ads can have on their citizens because of the money?
Should the number of ads in one place or in one
commercial break be regulated?