international marketing case 2-7 McDonalds & obesity
International marketing
Case 2-7
Q1) How should McDonalds respond when ads promoting healthy lifestyles featuring Ronald McDonald are equated with Joe camel and cigarette ads? Should McDonalds eliminate Ronald McDonald in its ads?
A1) in my opinion, changing the character Ronald or eliminating it is not the answer, the answer is for McDonalds to emphasis that cigarettes are always harmful, in contrast McDs menu has a variety of healthy options, so the comparison is wrong because it is of totally different types. Mac can/should target its Ronald to do more advertisements for healthy food and nutrition, they can also label their food with the amount of fat, cholesterol, sugar, and other nutritional values; another suggestion is to encourage kids to eat healthier foods by adding toys to healthy foods only.
Q2) discuss the merits of the law proposed by France that would require fast-food companies either to add a health message to commercials or pay 1.5% tax on their ad budget, propose a strategy and defend your recommendation.
A2) I think this strategy gave the food marketers the freedom to choose between paying or advertising about healthy foods, in my opinion I think the best strategy is to focus on adding healthy messages, as we all know how French people really care about their health, it will no cause anxiety and the best strategy is to focus on product differentiation such as: whole wheat bread, grilled chicken, corn made bread…etc.
Q3) If there is no evidence that obesity rates fall in those countries that ban food advertising to children, why bother?
A3) according to scenarios if there is no evidence for proving that obesity rates fall in those countries that ban foods ads to children, still should concentrate on foods ads, whether obesity rates fall or not. There is no decrease in the percentage of obese children in developing countries but there is no indication of an increase. The number of obese children stays the same because of
Case 2-7
Q1) How should McDonalds respond when ads promoting healthy lifestyles featuring Ronald McDonald are equated with Joe camel and cigarette ads? Should McDonalds eliminate Ronald McDonald in its ads?
A1) in my opinion, changing the character Ronald or eliminating it is not the answer, the answer is for McDonalds to emphasis that cigarettes are always harmful, in contrast McDs menu has a variety of healthy options, so the comparison is wrong because it is of totally different types. Mac can/should target its Ronald to do more advertisements for healthy food and nutrition, they can also label their food with the amount of fat, cholesterol, sugar, and other nutritional values; another suggestion is to encourage kids to eat healthier foods by adding toys to healthy foods only.
Q2) discuss the merits of the law proposed by France that would require fast-food companies either to add a health message to commercials or pay 1.5% tax on their ad budget, propose a strategy and defend your recommendation.
A2) I think this strategy gave the food marketers the freedom to choose between paying or advertising about healthy foods, in my opinion I think the best strategy is to focus on adding healthy messages, as we all know how French people really care about their health, it will no cause anxiety and the best strategy is to focus on product differentiation such as: whole wheat bread, grilled chicken, corn made bread…etc.
Q3) If there is no evidence that obesity rates fall in those countries that ban food advertising to children, why bother?
A3) according to scenarios if there is no evidence for proving that obesity rates fall in those countries that ban foods ads to children, still should concentrate on foods ads, whether obesity rates fall or not. There is no decrease in the percentage of obese children in developing countries but there is no indication of an increase. The number of obese children stays the same because of