4. 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.
5. About McDonald’s
• The world's largest chain of hamburgers
fast food restaurant.
• Founded in 1940.
• Serves around 68 million customers
• 119 countries across 35,000 outlets.
• Headquartered in the United States.
6. The Problem
• Governments and influential health
advocates around the world, spooked that
their nations’ kids will become as fat as
• About 30% of American children are
overweight or obese.
• The highest percentage of fat people of any
country in the world.
7. 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%.
8. • 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
9. Global reactions to obesity
• Fast-food portion sizes are
• 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-
10. • 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.
11. 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
12. • Concerned about
consumer reaction to the
film Super Size Me,
McDonald’s broke a U.K.
“Changes” with poster ads
that omit the Golden
Arches for replacing them
with a question mark
“McDonald’s. But not as
you know it.”
14. 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
called Yums. To attract
15. THE PRINCE CHIMES IN
• Prince Charles blamed
McDonald’s for the
obesity trend and
suggested to ban it.
• Prince Charles
comments were reported
reactions that were more
positive for McDonald’s
than one would expect.
17. Answer to the question
• Changing the character Ronald or eliminating it is not the
• 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
• 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.
18. 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
19. 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.
20. Answer to the question no: 4
• 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.
21. • 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
• 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,
22. Answer to the question
Proposals of short-range plans:
• Convince the policy-makers and customers that their foods are
• Depict that fast foods are not only the reason for children
• Trying to minimize the problem by promoting active life style.
• Adding newer healthier items to its menu.
23. 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.
24. A message for all regarding this presentation
Do not do little, Do not eat little