Archive for September 24th, 2010

Those ungrateful CEOs …

September 24, 2010

An economic recovery depends on the private sector … and the private sectors is run by CEOs.

Does the Prez really think that demonizing business leaders is a way to get their support?

Interesting article in the New Republic.

Here are some snippets …

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From the New Republic …

Valerie Jarrett, the president’s chief liaison to the business community stresses: “Our goal is to foster an environment where companies invest and innovate and grow and expand their employment base in a way that will be good for the country and good for business.”

The business community has spent the past few months locked in an increasingly public squabble with the administration.

Alternately sounding like an outraged populist and a free-market cheerleader, Obama’s balancing act serves mostly to confuse people. He is bashed simultaneously as a market-hating socialist and as a bloodless elitist, uninterested in the suffering of regular Americans. This betwixt-and-between stance is Obama’s trademark brand of thoughtful, noncommittal pragmatism.

To connect with business chieftains at their annual gathering in Washington. the president came with a teleprompter and a prepared speech that was more lecture than invitation to engage. He said his piece, took no questions, and decamped with impolitic alacrity — leaving behind a roomful of disgruntled chief executives still anxious about the White House’s policy aims and unaccustomed to such high-handed treatment. Far from feeling courted, or even understood, some members felt they’d been used as props.

Obama officials, in turn, suggested business was being overly sensitive, unrealistic in its demands, and more than a little ungrateful for all that government had done to stave off an economic apocalypse

There is, in the words of one Democratic strategist, “a cultural dissonance” at work here.

“I don’t think anything will honestly happen before the election to change the dynamic,” says one administration official. “The business community by and large is sitting and waiting and hoping that we learn a lesson in the election.”

New Republic: Executive Indecision – Obama and the CEOs: He loves them, he loves them not,  September 10, 2010 http://www.tnr.com/article/politics/magazine/77394/obama-and-the-ceos-executive-indecision?passthru=Yzc1MWI5ODI2NjFiMWI2MTA3YjdlNDFmZDNjYzIzZjQ

Regarding the dismal economy, as Woody Allen would say …

September 24, 2010

Dems say spend, spend, spend.

GOP says cut, cut, cut.

Reminds me of a Woody Allen quote:

“More than any other time in history, mankind faces a crossroads.

One path leads to despair and utter hopelessness.

The other, to total extinction.

Let us pray we have the wisdom to choose correctly.”

Woody Allen, Speech to Graduates, circa 1979
http://www.quotedb.com/quotes/1761

McDonald’s: Getting minorities to "love it"

September 24, 2010

TakeAway: Years ago when McDonald’s niche offerings to Hispanics on the west coast overperformed with the general market, the company realized it was on to something. 

Now, rather than develop ads and menu choices geared towards the broad, general market, McDonald’s has developed a strategy of appealing to minorities and hoping the message will catch on with a broader demographic

While this is a very different approach than most companies take, as the demographics of the U.S. continue to change, this strategy is sure to be copied. 

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Excerpted from Bloomberg Businessweek, “Ethnic Marketing: McDonald’s Is Loving It,” by Burt Helm, July 8, 2010

The music industry has long sold black culture to white Americans. Now McDonald’s is doing much the same. It’s taking cues from African Americans, Hispanics, and Asians to develop menus and advertising in the hopes of encouraging middle-class Caucasians to buy smoothies and snack wraps as avidly as they consume hip-hop and rock ‘n’ roll.

The ethnic consumer tends to set trends,” says Neil Golden, McDonald’s U.S. chief marketing officer. “So they help set the tone for how we enter the marketplace.” Golden says preferences gleaned from minority consumers shape McDonald’s menu and ad choices, which are then marketed to all customers.

The fast-food giant’s strategy is a departure from the way companies typically market to American households. Usually, a company works with an agency to develop advertising aimed at the general market, then turns to boutique multicultural agencies to create versions tailored to blacks, Hispanics, or Asians. McDonald’s still creates ads specially tailored to minority groups, as it has for over 30 years, but minorities exert an increasingly influential role in its mainstream advertising as well. The company thinks they provide early exposure to new trends. …

Its low prices have helped fuel McDonald’s recent strong performance, even as the rest of the restaurant industry struggles to recover from the recession. But Golden says his minority-shapes-majority marketing strategy is paying off, too. U.S. sales rose 1.5 percent in the first three months of the year

Golden says he first discovered how dramatically minority tastes can influence mainstream preferences when he oversaw McDonald’s marketing in the U.S. West in the 1990s. His team had developed products aimed at Hispanics called the “Fiesta Menu,” … “But [the Fiesta menu] overperformed in the general market.”

Golden went on to create a strategy for the U.S. business that he calls “Leading with Ethnic Insights.” … marketers are asked to imagine how they would sell a product if the U.S. population were only African American, Hispanic, or Asian. They look for differences to McDonald’s general market plan.

That sensitivity has already influenced new products. The fruit combinations in McDonald’s latest smoothies, for instance, reflect taste preferences in minority communities. And when the company started heavily advertising coffee drinks last year, the ads emphasized the indulgent aspects of sweeter drinks like mochas, a message that resonated with blacks, says Golden. …

Edit by DMG

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Full Article
http://www.businessweek.com/magazine/content/10_29/b4187022876832.htm

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