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CASE STUDY Ron Popeil RON POPEIL WHEELS, DEALS, HAS MASS APPEAL At age 76, Ron Ronco Popeil is an avid inventor,tireless entrepreneur, dlever marketer, and master salesman all in one. He just happens to be an American icon, too. The godfather of the infomercial, Popeil even has his famous Veg-O-Matic on display in the Smithsonian Institution as an American cultural artifact. His other famous products include the food dehydrator, the Ronco spray gun, and the Popeil Pocket Fisherman. TV 679 CHAPTER 18 SALES PROMOTION AND PERSONAL SELLING
As a teenager, Popeil helped his father sell his kitchen gadgets at local Woolworths and later, in the 1950s, on the Chicago fair circuit. That is probably why his famous shtick, which included such memorable catchphrases as But wait, theres more,Priced so low, and Operators are standing by, always seemed like a blend between sincere eccentric inven tor and excitable carnival barker. The combination suited him well and brought him enough financial success that he could afford to take his act to television. In the 1960s, he incorporated Ronco, and its name became synonymous with gadgets like the smokeless ashtray and Mr. Microphone Regardless of the product he is selling or the catchy pitch phrases he invents on the fly to sell them, Popeil is always sincere. The easiest thing to do in the world is to sell a product believe in,he has said.If I spent two years creating a product, conceiving it, tinkering with it, I can get up and sell it. Who can sell it better than the guy who invented it?Len Green, a pro fessor in entrepreneurship at Babson College, says,Ron is one of a kind. He is different from the rest because he not only invents, he sells. Most entrepreneurs come up with a conce then give it to others to manufacture or sell. Hes his own best salesma pt and Though Popeil has suffered his fair share of flops,like spray-on hair and a brief bank ruptcy in 1987, he has always managed to bounce back. Returning from bankruptcy, he relaunched the popular food dehydrator in 1990, and eight years later he designed and sold his most successful product ever,the Showtime rotisserie BBQ. Having sold over seven mil lion units for four installments of $39.95 each,the rotisserie alone has grossed over $1 billion in sales. During the taping of the infomercial for that product, the live studio audience was treated to yet another of Popeis catchphrases that has become part of the fabric of American speech.Just set it and forget it! is now used to sell all kinds of non-Popeil products from TVs and digital video recorders to ovens and coffeemakers. Through the medium of television, Popeil was able to reach tens of millions of people. With his live product demon- an innate ability to invent or improve on everyday household products strations captured the imaginations and dollars of generations of consumers. In 1976, he was even the subject of what was probably Dan Aykroyds most famous bit on Saturday Night Live Parodying Popeil, Aykroyd hawked the Super Bass-O-Matic 76 which was capable of turning a bass or any othersmall aquatic creature into liquid without anyscaling, cutting, or gutting? Having recently sold Ronco to an investment group for over $55 million and accumulated a personal net worth of over $100 million, Popeil has had the last laugh. He has continued to serve as a product developer, pitchm promises an even bigger hit than the Showtime rotisserie. Having identifhed a market of over 20 million Americans who fry turkeys every year, Popeil says he has a new fryer on way that will make it possible to safely fry a 20-pound turkey in 70 minutes-indoors.Given that he has created over 150 products and invented personal selling via the mass marketing medium, there is little reason to doubt him. an, and consultant for the new company and already the As Barbara Gross, professor of marketing at California State University, Northridge, stat His success speaks for itself,probably that has more to do with his personality. Hes comfort- able and sincere. He comes across like he really believes in it. When you hear him talk, you never feel like hes lying to you.51
2. What trade sales promotion tools does he use? Why does he use sales promotion tools when he is selling direct to consumers?
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Ronco used combination of live dales demonstration anf mass market mediums like TV . He uses various sales promotions tools to convey message clearly and effectively and create top of mind recall. Using combination of tools make customers get good idea about touch and feel as well as get good exposure to benefits when viewed on TV. Thus, this creates further word of mouth positively amongst consumers and helps in positioning of products .

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