McDonald’s and Obesity

IBUS/MKTG-434 - International Marketing        December 9, 2015

        McDonald’s and Obesity

1. When advertisements promoting healthy lifestyles featuring McDonald are offering is the world’s largest chain of fast food restaurant, McDonald’s Primarily sells hamburgers, cheese burgers, chicken products, which is equated cigarette advertisement, at time people are very conscious about their health, so McDonald should have promoted low cholesterol products for the safely of their customers health. But do I blame McDonalds for obesity? No Consumers out there has a choice or a mind for themselves McDonalds isn’t putting a gun to their consumers head and telling them to buy a burger and to eat it. There are other options out there that’s healthier for them. But anyways McDonald should have to come up those special burgers and fries like Organic burgers or veggie burgers and let the customers pick what they want. These items would be less cholesterols for children and adults. This would strategy gives a new way to develop their market with through a strong advertisement, because people still remember burgers and fries with McDonald’s. McDonald’s advertisement should strongly represent health concern products for children & every product’s cholesterol and calories details should mention on advertisement and also mention about bad effective so that the consumers can be aware of what they are putting in their body (which they should know already honestly). McDonald should have to get rid of Ronald McDonald in its current advertisement, because of government barred cartoon character type of advertisement for children; they have to look other option for advertising about the product to the end consumer. Another animated icon that’s going to talk about health options. Advertisement is not going to change too much, in spite these children eating style is not going to change because they to eat high cholesterol burgers and fries.

1. 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 message, because of their people are more worried about their health related issues so it revealed France government make a strong law in children’s health food and it’s 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 product by its own different promotions ways, when endorse new product can give healthy message and it will be implement to government law.

1. According to all scenario if there is no evidence for proving that obesity rates fall in those counties 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 countries where there is less working hours. The children obesity becomes very big problem in worldwide.

1. MacDonald’s facing problems in U.K and its solutions:

• 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.
• McDonald launched healthy additions to the menu with important nutritional values like all white meat chicken selects and fruit bag.
• 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.
• 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.
• 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.

1. 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.