MARKETING MANAGEMENT

GSM 5500
GROUP 3

MARKETING TO CHILDREN
JUNK FOOD MARKETING &
CHILDHOOD OBESITY IN MALAYSIA
PRESENTED BY:
AMBIKA DEVI A/P DARAN
CHU SIEW HUI

PBS1411364
PBS1411354

ARUL VANI A/P KALIANNAN PBS1411661

AZZIE JOYCE TAKONG ANAK GANG PBS1411542
MUNA SYAHIRAH MUSTAFAR KAMAL PBS1411549

NEWSPAPER CUTTINGS

INTRODUCTION
Healthy nutritious foods have been replaced by the
new food mantra - JUNK FOOD! Experts agree that
junk food is one of the main contributor in causing
high health threats. Yet, the food and beverage
companies spend billions of dollars in order to
promote these unhealthy foods. According to statistics
from National Health and Morbidity Survey (NHMS)
carried out in 2006 until 2011 childhood obesity
affects in age between 1 to 7 years old.

PURPOSE OF STUDY
To discuss how junk food advertisement
contribute to childhood obesity
To understand various marketing techniques
influence on childhood obesity
To recommend possible solutions to overcome
childhood obesity

PROBLEM STATEMENT
How junk food advertisement
act as the major factor to
childhood obesity in
Malaysia?

JUSTIFICATIONS
Age 1 : Accompanying
parents and observing

62% of Malaysian children have asked their parents to buy

them junk food through TV ads.

Age 2: Accompanying
parents and requesting

80% of TV ads during childrens programs are junk food

commercial in Malaysia.

Age 3: Accompanying
parents and selecting with
permission

Average child watches about four hours of television a day

and sees more than 20,000 commercials each year, often
for high-fat, high-sugar and high-salt snacks and foods

Age 4: Accompanying
parents and making
independent purchases
Age 5: Going to store alone
and making independent
purchases

In the past 30 years, the obesity rate among children ages

6-11 has quadrupled and nearly tripled for children 2-5.
About 98% of all televised food ads seen by children are
for foods high in sugar, fat or sodium.

INFLUENCING FACTORS
Personal

Social

Food advertisements tend

to create craving among
children

Peer influences

Preferences
on
high
calories such as high
fat/sugar/salt products

Social Media Internet, FB

Parents
had
always
thought the chubbiness as
a toddler was cute

Pester Power

Culture

The junk food cost

cheaper compared to a
healthy dish

ANALYSIS OF DATA

Source: Malaysian Food Barometer

RECOMMENDATIONS
Junk food advertisement should not be market at school

Parents should monitor their childs food intake - Consultations with the dietitian
assisting them to focus on gradual changes to their familys physical activity and
eating habits
Teachers/Child care should educate the children on the disadvantages of junk
food

Government should control the food Advertisement -State governments mandate,

and enforce, healthy foods in school canteens and vending machines

HUMAN GOVERNANCE CONCEPT

IN FOOD MARKETING
HG in Marketing to children
Manager/marketer of the company/product - Control the ingredients in
their product
Business user Should be more frank/open about their product
Consumer Aware of the product ingredients
Other Stakeholders Educate/advice and share information's about the
disadvantages of junk food
HONEST

TRUST
RESPONSIBLE

CONCLUSION
In recent times, as more people have added subscription
television to their entertainment fare, more opportunities have
been created to market products to children on channels,
such as Nickelodeon and the Cartoon Network, which deliver
children-specific programming. With a good foundation,
children will form healthy eating habits that will serve them
well in the future. Helping children develop good eating habits
will go a long way towards good health over their lifetime.

THANK YOU FOR

LISTENING