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Childhood Obesity

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... television shows for which more than a quarter of the audience is children ... to allow one of its characters, Dora the Explorer, to be used for a Burger King ... – PowerPoint PPT presentation

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Title: Childhood Obesity


1
Childhood Obesity Responsible Marketing
  • Strategic CSR MBA292C-1 Kellie McElhaney
  • Sarah Anderson Cristin Gendron Annabelle
    Louie Amy Omand

2
Agenda
  • Childhood Obesity Trends
  • Advertising Marketing to Children
  • Irresponsible vs. Responsible Marketing
  • Moving Forward
  • Industry Pioneers
  • Risk/Benefit Analysis

3
A Growing Concern (pun intended)
Physical,
Emotional,
and social consequences.
4
Agenda
  • Childhood Obesity Trends
  • Advertising Marketing to Children
  • Irresponsible vs. Responsible Marketing
  • Moving Forward
  • Industry Pioneers
  • Risk/Benefit Analysis

5
Source of Children Finding Out About Food or
Drink Products
ADVERTISING
INFORMATION IN STORE /SEEN IN STORE
THE SCHOOL
HIS/HER FRIENDS
TOTAL MENTIONS
FIRST MENTION
Source The Co-Operative Group, 2002
6
Who Is Responsible?
Companies supplying food products for children
are increasingly held accountable for their
effects on childhood obesity
7
Agenda
  • Childhood Obesity Trends
  • Advertising Marketing to Children
  • Irresponsible vs. Responsible Marketing
  • Moving Forward
  • Industry Pioneers
  • Risk/Benefit Analysis

8
What Constitutes Irresponsible Marketing?
  • Advertising on television shows for which more
    than a quarter of the audience is children
  • Product or brand placements in media aimed at
    kids, including movies, television shows, video
    games, web sites, and books
  • Licensing agreements or cross-promotions with
    kid-oriented movies or television programs, or
    use of cartoon or fictional characters from such
    programs
  • Use of curricula, fundraising activities,
    educational incentives, or other school-based
    sales or marketing of junk food

Source CSPI, 2006
9
What is Responsible Marketing in this Context?
  • Advertisers should know their audience
  • Ads must be truthful (follow FTC guidelines)
  • Substantiate claims, because children are not
    discerning
  • Do not stimulate childrens unreasonable
    expectations about product quality or
    performance.
  • Products and content inappropriate for children
    should not be advertised directly to them.
  • Avoid social stereotyping present positive role
    models
  • Include educational aspects and encourage
    positive personal qualities (honesty, respect,
    safety, etc.)
  • Contribute to the parent-child relationship in a
    constructive manner.

Source The Childrens Advertising Review Unit
(CARU) Self-Regulatory Program for Childrens
Advertising
10
What Drives Responsible Marketing?
Offensive Approach
Defensive Approach
  • to expand consumer base in anticipation of
    shifting demand
  • to hedge against anticipated policy changes
  • to reap higher margins from premium or
    healthy brands
  • to lead in the production and marketing of
    healthier products for children
  • to avoid lawsuits
  • to conform to policies and regulations
  • to meet retailer requirements

11
Should Stakeholders Focus on a Defensive or
Offensive Strategy?
Source Kellie McElhaneys lecture slides
12
Agenda
  • Childhood Obesity Trends
  • Advertising Marketing to Children
  • Irresponsible vs. Responsible Marketing
  • Moving Forward
  • Industry Pioneers
  • Risk/Benefit Analysis

13
Responsible Marketing-CSR Spheres of Influence
Source Kellie McElhaneys lecture slides
14
What Can Be Done?
Our Recommendations
  • Use their creativity, resources and full range
    of marketing practices to promote healthy diets
    for children
  • Work with government, scientific, public health,
    and consumer groups to establish and enforce high
    standards for the marketing of food and beverages
    to children

Companies
  • State and local educational authorities should
    educate about and promote healthy diets for
    children in all aspects of the school environment
  • (e.g., commercial sponsorships, meals snacks,
    curriculum)

Community
15
What Can Be Done (cont.)?
Our Recommendations
  • Food/Beverage industry trade associations can
    assume leadership roles in harnessing industry
    creativity, resources, and marketing on behalf of
    healthy diets for children
  • The media and entertainment industry should
    direct its extensive power to promote healthful
    food and beverages for children

Industry
Policy (World)
  • Government should marshal the full range of
    public policy levers to foster the development
    and promotion of healthy diets in children

16
Agenda
  • Childhood Obesity Trends
  • Advertising Marketing to Children
  • Irresponsible vs. Responsible Marketing
  • Moving Forward
  • Industry Pioneers
  • Risk/Benefit Analysis

17
Industry Pioneers
  • Some companies have recognized the effects
    their business practices have on children and are
    taking important steps toward acting in
    children's best interest
  • In January, Kraft Foods decided to stop
    advertising its low- nutrition foods during
    children's programs and replace them with ads for
    more nutritional snack products
  • Sesame Street recently teamed with Earth's Best
    to launch a new line of organic and
    "nutrient-rich" breakfast foods and snacks for
    children
  • Nickelodeon refused to allow one of its
    characters, Dora the Explorer, to be used for a
    Burger King kids' meal unless a piece of fruit
    was included in the meal

18
Agenda
  • Childhood Obesity Trends
  • Advertising Marketing to Children
  • Irresponsible vs. Responsible Marketing
  • Moving Forward
  • Industry Pioneers
  • Risk/Benefit Analysis

19
Risk/Benefit Analysis
Risks Taking Action
Risks NOT Taking Action
  • If you do not communicate your issue, someone
    will communicate for you
  • Diminished reputation a companys most
    important asset
  • Loss of trust and credibility within the
    marketplace
  • Exposure to lawsuits
  • Potential decline in sales as parents become more
    conscious of their childrens health
  • Loss of partnerships with other companies, such
    as licensing agreements
  • Product boycotts
  • Future policy changes may force action? want to
    be ahead of the curve
  • Cannibalization of current products
  • Giving competitors an edge
  • Going outside of core competencies to pursue
    healthier options
  • Difficulty in establishing credibility
  • Costs involved in expanding product offerings
    and changing current marketing strategy

20
Thank You!
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