Ron Popeil Case

Topics: Ron Popeil, Sales, Marketing Pages: 11 (3651 words) Published: November 11, 2012



Ron “Ronco” Popeil is an American inventor a salesperson with one of the biggest successful in the history. Born in 1935 in New York, have a difficult childhood a pass for different houses in his family. His father was an inventor too that sold in department stores. Popeil find the love when made connection with the sale when had 16 years old in Chicago, this passion got to win $1.000 per week when the average salary was just $500 per month. [1]

Since was a teenager he has a success sell kitchen gadgets, this skill in this 1960’s give the opportunity to incorporated with Ronco in the television; Ronco use since this time his famous phrases to sold his own inventions, as he 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?”[2] Mr. Popeil is a man that do everything, from the idea to the sale, he is present in each part in the process, and for this reason is that he is convinced with his product that sale better.

One of the most successes is the dehydrator that made in 1990 and later his rotisserie BBQ that sold more than seven million units for just $39.95 each. Is important the role that have the television, because impulse the sale with the demonstration that he made.

Mr. Popeil sold his company to an investment group for over $55 million, but this is not mean the farewell of him; now he give his knowledge in consulting in business.


Ronco Holdings Inc. is the name of the company with base in Austin TX, it maintained the philosophy of Mr. Popeil of believe in the product. And drive under the slogan “Always innovating” that is the essence of Mr. Popeil in his life and his company. [3]

The company Ronco offer nine products for the kitchen that are two version of dehydrator and three version of the rotisserie that their principal gadgets in the kitchen, also sale a set of accessories for their products.[4]

Although Mr. Popeil sold his company in 2005, he continued in the searching that made new revolutionary products for the kitchen, in pass form the “want” to the “need” is one of their abilities to transform ideas in a success products; the innovation is the base how he demonstrated with the infomercial.[5]

An updating for this case are difficult because the recent history of Mr. Popeil minimum and more after his two successful products, in his role as consulting is difficult find it, but always find the story that have relationship with the inventors and the sold of his company in 2005 for $55 million.


Ron Popeil

(born May 3, 1935 in New York City; is an American inventor and marketing personality, best known for his direct response marketing company Ronco. He is well known for his appearances in infomercials for the Showtime Rotisserie ("Set it, and forget it!") and for using the phrase, "But wait, there's more!" on television as early as the mid-1950s.

Popeil learned his trade from his father, Samuel, who was also an inventor and carny salesman of kitchen-related gadgets such as the Chop-O-Matic and the Veg-O-Matic. The Chop-O-Matic retailed for US$3.98 and sold over two million units. The invention of the Chop-O-Matic caused a problem that marked the entrance of Ron Popeil into television. It turned out that the Chop-O-Matic was so efficient at chopping vegetables, that it was impractical for salesmen to carry the vegetables they needed to chop. The solution was to tape the demonstration. Once the demonstration was taped, it was a short step to broadcasting the demonstration as a commercial.

Popeil received the Ig Nobel Prize in Consumer Engineering in 1993. The awards committee described him as the "incessant inventor and perpetual pitchman of late night television" and awarded the prize in recognition of his "redefining the...
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