Welcome to the presentation

It is our pleasure to have you all

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Group name: Phoenix

Name ID number

Touhid Ahmed Chowdhury Remon 113-116-006

Syeda AndalibTahani 113-116-007

Mahfuja Khalik Tanha 113-116-018

Mohammad Rana 113-116-042

Nurul Haque 113-116-071

Priti

Topic Name: Case Study of McDonald's and Obesity

What it obesity?

• Obesity is a complex disorder

involving an excessive amount of

body fat. It increases ones risk of

diseases and health problems

such as heart disease, diabetes

and high blood pressure.

About McDonald’s

• The world's largest chain of hamburgers

fast food restaurant.

• Founded in 1940.

• Serves around 68 million customers

daily.

• 119 countries across 35,000 outlets.

• Headquartered in the United States.

The Problem

• Governments and influential health

advocates around the world, spooked that

their nations’ kids will become as fat as

American kids.

• About 30% of American children are

overweight or obese.

• The highest percentage of fat people of any

country in the world.

The world

• The worst obesity percent worldwide was children.

• The rate of obesity among children in Europe increased

dramatically after 1995.

• In Britain one in five children is overweight or obese.

• In Spain 30% and in Italy 36%.

• The number of obese children will

double over next 10 years.

• The World Health Organization

has warned of an escalating

global epidemic of overweight and

obesity.

Global reactions to obesity

• Fast-food portion sizes are

the problem.

• Others blame the advertising

especially to the children.

• threatto ban advertising

icons such Tony the Tiger

and Ronald McDonald.

• Fast-foods are being

compared with cigarettes.

• Banning ads for children is

an important strategy.

• A new law in France make

for adding a health message

to commercials or paying a

1.5 percent tax on their ad

budgets to fund healthy-

eating messages.

• Ireland bans celebrities from

food and beverage ads

aimed at children.

• They requires food

companies to carry a warning

that sugary foods and drinks

can damage teeth.

• The fear is to transfer this

trend to the rest of Europe.

McDonald’s reaction

McDonald’s has reacted to the

obesity issues in several ways

in the UK and other countries.

• In the UK it changed its

menu to a much healthier

foods to change the way

people think about

McDonald’s.

• Concerned about

consumer reaction to the

film Super Size Me,

McDonald’s broke a U.K.

campaign called

“Changes” with poster ads

that omit the Golden

Arches for replacing them

with a question mark

“McDonald’s. But not as

you know it.”

The Documentary “Super Size Me’

The next approaches to obesity problem

• Mc Donald’s defended with

newspaper ads discussing

the film Super Size Me.

• McDonald’s also focused on

healthier menu such as a

salad, a pile of free-range

eggshells, pieces of fruit,

and cups of cappuccino.

• McDonald’s U.K. launched

an animated fruit and

vegetable characters

called Yums. To attract

kids.

THE PRINCE CHIMES IN

• Prince Charles blamed

McDonald’s for the

obesity trend and

suggested to ban it.

• Prince Charles

comments were reported

internationally, with

reactions that were more

positive for McDonald’s

than one would expect.

Questions and Answers

Answer to the question

no: 1• Changing the character Ronald or eliminating it is not the

answer.

• McDonalds to emphasis that cigarettes are always harmful,

in contrast McDs menu has a variety of healthy options, so

the comparison is wrong because it is of totally different

types.

• Mac should target its Ronald to do more advertisements for

healthy food and nutrition.

• They can also label their food with the amount of fat,

cholesterol, sugar, and other nutritional values.

• Another suggestion is to encourage kids to eat healthier

foods by adding toys to healthy foods only.

Answer to the question no: 2

• I think this strategy gave the food

marketers the freedom to choose

between paying or advertising about

healthy foods, in my opinion I think

the best strategy is to focus on

adding healthy messages, as we all

people really care about our health, it

will no cause anxiety and the best

strategy is to focus on product

differentiation such as: whole wheat

bread, grilled chicken, corn made

bread…etc.

Answer to the question no: 3

• Although there is no evidence for proving that obesity

rates fall in those countries that ban foods ads to

children, still should concentrate on foods ads. There is

no decrease in the percentage of obese children but

there is no indication of an increase. Also the marketers

should care about the negative publicity against them

and promote healthy lifestyles by encouraging balance

diet and active life on their ads.

• Food companies also provide healthier menu. Caring is

the only to get their business unhurt and keep the market

position and grow.

Answer to the question no: 4

• Problems:-

• fast-food portion sizes are partly to blame.

• advertising is to blame, particularly ads aimed at children.

• Solution :-

• Ad campaign for kids featuring Ronald McDonald and animated

fruit and vegetable characters called Yums.

• McDonald’s Corp. later issued that “the majority of nutritionists”

believe McDonald’s can fit into a balanced diet.

• use positive lifestyle messages in ads.

• McDonald’s defense is that McDonald’s Ronnie’s Yum

Chum friends are positively bursting with healthy advice.

• Tie between McDonald’s and Disney’s line of cartoon

characters.

• McDonald’s changed menu—with such items as

porridge, smoothies, and chicken wraps—is one reason

for the growing business.

• Commenting on a McDonald’s plan to send Ronald

McDonald to schools to preach about nutrition,

Answer to the question

no: 5Proposals of short-range plans:

• Convince the policy-makers and customers that their foods are

not harmful.

• Depict that fast foods are not only the reason for children

obesity.

• Trying to minimize the problem by promoting active life style.

• Adding newer healthier items to its menu.

Proposals of short-range plans:

• Gradually transform its entire menu to a healthier one.

• Should be in frequent and persistent consultation experts.

• Should not entirely remove the traditional menu.

• Portion size should reduce.

• Provide more health conscious message and body fitness tips.

A message for all regarding this presentation

Do not do little, Do not eat little

The EndThanks a lot for being patient and

cooperate us