McDonald’s Case

ECU

INTERNATIONAL
MARKETING

McDonald’s and obesity

Submitted to,
DR. Amir Ulla Khan

Submitted by,
Meraj Ahmad
Reg No:10158822

Due date – 08.07. 2009

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Meraj Khan
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
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Meraj Khan
McDonald’s Case
ECU

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.

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.

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McDonald’s Case
ECU

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. 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.

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Meraj Khan