Paul Newman – At the Vanguard of Business Philanthropy



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Code : SEP0004

Year :
2004

Industry : Food, Diary and Agriculture Products

Region : USA

Teaching Note:Not Available

Structured Assignment : Not Available

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INITIAL TRAVAILS
In 1982, Newman andHotchnermetwith some top executives of a largemarketing company. The executives of that company estimated that Newman and Co. would have to lose up to $1 million in the first year as product launch costs. They also cited the examples of several failed celebrity products and the fact that there has not been a “real celebrity success in the food business.” The company executives doubtedwhether the peoplewould buyNewman’s salad dressing, just because they liked him as an actor...

A SUCCESSFUL ADVENTURE
After ameetingwith Leonard, Crowley agreed to prepare the dressing.Newman and Hotchner then went about creating funny, creative anecdotes and labels for the product. Their slogan, for example, was “Fine Foods Since February”. When the first batch of dressing arrived at Leonard’s store, he put up an announcement that said ‘welcome, paul newman’. It drew hundreds of shoppers andwithin twoweeks, 10,000 bottles ofNewman’sOwn salad dressing were sold and Crowleywasworking overtime to cater to the demand...

NEWMAN’S PHILANTHROPY
Indoe says that Newman takes all the decisions regarding the donation of the funds. All the requests obtained are classified into various categories. Areas of contribution include, arts, affordable housing, children, disaster relief, education, elderly groups, environmental causes and hunger relief. A cause close to Newman’s heart is the hole in the Wall Gang camps...

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