McDonald’s Case ECU

10158822 Meraj Khan

INTERNATIONAL MARKETING

McDonald’s and obesity

Submitted to,DR. Amir Ulla Khan

Submitted by,Meraj Ahmad

Reg No:10158822

Due date – 08.07. 2009

McDonald’s Case ECU

McDonald’s and obesity

Ans. 1) when advertisements promoting healthy lifestyles featuring Ronald McDonald are

offering is the world's largest chain of fast food restaurants, serving nearly 47 million customers

daily McDonald's primarily sells hamburgers, cheeseburgers, chicken products, which is equated

with Joe Camel and cigarette advertisement, at time people are very concuss 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 is 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. McDonald’s advertisement should strongly represent health concern products

for children and every product’s 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.

Ans.2) 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 children’s 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

and healthy food and promote these products by its own different promotions ways, when

endorse new products can give healthy message and it will be implement to government law.

10158822 Meraj Khan

McDonald’s Case ECU

Ans.3) 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 parent’s lifestyle should modify as well as children’s 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 children’s, People eat less traditional food and have do less

physical work in developed countries especially in Scandinavian countries where there is less

working hours. The children obesity becomes very big problem in worldwide.

Ans.4) MacDonald’s 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 company’s 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.

10158822 Meraj Khan

McDonald’s Case ECU

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. McDonald’s 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.

Ans.5) - 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.

10158822 Meraj Khan