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HIRA SALIM

MBA-II

McDonalds and Obesity

CASE STUDY 2-7

1. 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?
A. when advertisements promoting healthy lifestyles featuring Ronald McDonald are offering is the world's largest chain of fast food restaurants, McDonald's primarily sells hamburgers, cheeseburgers, chicken products, which is equated with Joe Camel and cigarette advertisement, at time people are very conscious about their health, So McDonald should have promote low cholesterol products for the safety of the customer health. McDonald should have to come up with those special burgers and fries which are having very low cholesterol for adult and children. This strategy gives a new way to develop their market with through a strong advertisement, because people still remember burgers and fries with McDonald. McDonalds advertisement should strongly represent health concern products for children and every products cholesterol and calories details should mention on advertisement and also mention about bad effective of consuming high cholesterol food. McDonald should have to get rid of Ronald McDonald in its current advertisements, because of government barred the cartoon character type of advertisement for the children; they have to look other option for advertising about the product to the end consumer. Some animated fruit and vegetable advertisement is not changed too much, in spite of these the children eating style is not going to changed because they like to eating high cholesterol burgers and fries.

2. 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 a 1.5 percent tax on their ad budgets. Propose a strategy for McDonalds to pay the tax or add health messages, and defend your recommendation. A. Merits of the law proposed by France:
In France the new law given lots of choices for food makers by addition a strong communication to commercials or paying a tax 1.5 percent on their commercial budgets to support healthy-eating messages, because of their people are more worried about their health related issues so it is revealed France government make a strong law in childrens health related products, government aware and this law force to food makers should attentiveness on the healthy food and its advertisement. The message will not cause anxiety in peoples mind about eating, McDonalds would not incur extra costs on advertising, and it would not attract imposition from the government. McDonald better to follow the product development strategy with low cholesterol a n d h e a l t h y f o o d a n d p r o m o t e t h e s e p r o d u c t s b y i t s o w n d i f f e r e n t p r o m o t i o n s w a y s , w h e n endorse new products can give healthy message and it will be implement to government law.

HIRA SALIM

MBA-II

3. if there is no evidence that obesity rates fall in those countries that ban food advertising to children, why bother? A. According to all scenario if there is no evidence for proving that fatness rates fall in those countries
that ban food advertisement children, still should concentrate on food advertisement, because obesity rate is fall or not, There is no decrease in the percentage of obese children in developing countries but there is no indication of increase in the number of obese children. The number of obese children stays the same because of addiction by the existing percentage of children, but government has strong evidence on main reason for obesity is harmful food items, so this reason sufficient for prohibit food advertising to children. The obesity rate cannot rapidly fall, it will take some time, because parents lifestyle should modify as well as childrens eating style should also be change. So we cannot access by any short term data, which is not helpful to change the eating style of the childrens, People eat less traditional food and have do less physical work in developed countries especially in countries where there is less working hours. The children obesity becomes very big problem in worldwide.

4. The broad issue facing McDonalds U.K. is the current attitude toward rising obesity. The company seems to have tried many different approaches to deal with the problem, but the problem persists. List all the problems facing McDonalds and critique its various approaches to solve the problems. .
A. MacDonalds facing problems in U.K and its solutions: 1. The growing awareness of health in British pop culture- The film Super Size Me directed by Morgan spin lock created a hype which forced Mc to bring counter campaigns. Changes were the counter campaign by McDonald but do not portray the famed arches logo. This move could backfire it could disposition the companys image. 2. McDonald launched healthy additions to the menu with important nutritional values like all white meat chicken selects and fruit bag. 3. In U.K McDonald did not have loyal customers, for example frequent users did not like to admit to friends that they ate at McDonald in U.K. McDonald can attain loyal customers by introducing locality represented products and frequently conduct loyalty programs in various places. 4. The market place and market size of McDonald is not strong in U.K. Establish strong market position by introducing modified products with low cholesterol and concentration on differentiation products, and market size increasing by strongly implement to market penetration strategy. 5. McDonalds U.K launched an advertisement campaign aimed at kids featuring McDonald and government banned it. McDonald should remove Ronald McDonald from the advertisement campaign, because McDonald should recognize restricted law and keep away from big issues.

5. Based on your response to Question 4, recommend both a short-range and long-range plan for McDonalds to implement?
A. The long term campaign Changes should carry on as it is strong-minded to create citizens think in a different way about the McDonald and to build people aware of its healthy variants. The U.K markets are not stronger for McDonald than the U.S. Consequently it should stick to the movement longer. Short-range plan better to be, McDonald should observe the present approach and subsequent the current advertisement with healthy messages by addition more well-organized and set special team for healthy mindful advertisement. Promote low cholesterol food items to children by in store advertisement. McDonald should lessen the size of products and add less fattening ingredients.