Day 044 - 02 Nov 94 - Page 12

     
     1   MR. JUSTICE BELL:  Yes, I see that.
     2
     3   MS. STEEL:   I think it is because the cover of the original one
     4        is in red and the writing was in white, or something like
     5        that.
     6
     7   MR. MORRIS:  (To the witness)  If you go back to that page 102.
     8
     9   MR. JUSTICE BELL:  It is addressed to shareholders, is it,
    10        basically?
    11        A.  Yes, it is.
    12
    13   MR. MORRIS:  Do you note that the subheading that that is under
    14        is "global brand marketing"?
    15        A.  Yes.
    16
    17   Q.   So it is clear that the board, or the co-operation,
    18        believes that that relates to marketing?
    19        A.  Yes.
    20
    Q.   Does it not?
    22        A.  Again, I believe that this statement is very consistent
    23        with what I said.  If I can read it again, it says:
    24
    25        "We view our competition in the broadest perspective -
    26        quick-service eating establishments, mom and Pop's,
    27        take-outs, pizza parlours, coffee shops, street vendors,
    28        convenience food stores, delis, supermarket freezers and
    29        microwave ovens."
    30
    31        I think, from that perspective, it was pretty much what I
    32        said:  those are people that are looking for something that
    33        is very quick and convenient for them to prepare within the
    34        atmosphere that I have talked about.
    35
    36        From a marketing point of view, those are the kinds of
    37        things that we would market to.
    38
    39   Q.   How long does it take to cook something from a supermarket
    40        freezer?
         A.  I am not sure.
    42
    43   MS. STEEL:  It is not necessarily quick, is it?
    44        A.  I think within the context of this, if you look at all
    45        of the things that surround it, we are talking about things
    46        that can be produced very quickly.
    47
    48   Q.   Why does not the last sentence say, in fact, "We view any
    49        business serving or selling food fast", or something along
    50        those lines? 
    51        A.  Yes.  I am talking from a marketing perspective here, 
    52        and I think that is exactly what the marketing----- 
    53
    54   Q.   It says "any business", not "any quick service business".
    55        A.  That is correct.
    56
    57   MR. MORRIS:  So, in the US, you are the Number 1, responsible
    58        for the content of the marketing you do, including
    59        advertising?
    60        A.  No, that is not correct.   I am Number 2.  I have a