McDonalds Corp. has 27,000 restaurants serving 43 millio - PowerPoint PPT Presentation

1 / 18
About This Presentation
Title:

McDonalds Corp. has 27,000 restaurants serving 43 millio

Description:

McDonalds Corp. has 27,000 restaurants serving 43 million people daily in 119 countries. ... Most prolific advertiser - McDonalds. ... – PowerPoint PPT presentation

Number of Views:90
Avg rating:3.0/5.0
Slides: 19
Provided by: phillip92
Category:

less

Transcript and Presenter's Notes

Title: McDonalds Corp. has 27,000 restaurants serving 43 millio


1
The global voice for consumers
La voix des Consommateurs à travers le monde
La voz global para la defensa de los consumidores
2
GLOBAL MARKETING OF FOOD CASE STUDIES FROM
CONSUMERS INTERNATIONALRajeswari
KanniahAssistant DirectorConsumers
InternationalRegional Office for Asia and the
Pacific
3
INTRODUCTION
  • Review 200 Top 10 Multinational Companies - 2000
  • 1. Microsoft 6. Coca Cola
  • 2. McDonalds 7. IBM
  • 3. Nokia 8. Nike
  • 4. Intel 9. Visa International
  • 5. General Electric 10. Motorola

4
GLOBAL ADVERTISING
  • 20 biggest spenders in advertising
  • 1986 - 3 developing countries
  • 1996 - 9 developing countries
  • 1986 - 1996 advertising expenditure growth
  • China - more than 1,000
  • Indonesia - more than 600
  • Malaysia Thailand - more than 300
  • India, S. Korea, Philippines - more than 200

5
BRAND RECOGNITION
  • Coca Cola trademark recognised by 94 of world
    population. Topped the list of 24 brands
    worldwide with annual sales of over US15 billion
    (March 2001).
  • McDonalds Corp. has 27,000 restaurants serving 43
    million people daily in 119 countries.
  • McDonalds Asia Pacific region sales for the
    first quarter of 2001 is US1.78 billion, an
    increase of 18 from the same period the previous
    year.

6
CI STUDY OF FOOD ADVERTISING ON TELEVISION AIMED
AT CHILDREN
  • 1. Study covering13 countries Australia,
    Austria, Belgium, Denmark, Finland, France,
    Germany, Greece, Netherlands, Norway, Sweden,
    United Kingdom and the USA.(published as A
    Spoonful of Sugar, 1996)
  • 2. Study covering 4 Central European countries
    Hungary, Poland, Slovakia and Slovenia.(published
    as Easy Targets, 1999)

7
CI STUDY OF FOOD ADVERTISING ON TELEVISION AIMED
AT CHILDREN
  • 3. Study in India covering Maharashtra and
    Delhi, 2001 how children influence buying
    decisions of the family.
  • 4. Study in Asia Pacific covering 5 countries
    India, Malaysia, Philippines, South Korea,
    Indonesia.(to be published in 2002)
  • 5. Study in the Philippines, 2002 survey of
    both children and parents, urban and rural

8
MAIN FINDINGS OF STUDIES
  • Highest level of ads in Australia-double that of
    many European countries _at_ an average of 34 ads an
    hour. Second highest in the USA and UK has the
    most within Europe.Level of advertising in
    Central Europe is typical that of Western Europe.
  • Food ads are largest category of products
    advertised to children in all countries.
    Confectionery, breakfast cereals and fast food
    restaurants accounted for over half of food ads.
  • Most prolific advertiser - McDonalds. Others
    widely advertised are Nestle, Kelloggs, Mars
    Cadburys.

9
MAIN FINDINGS OF STUDIES
  • Nutritional analysis of food ads
  • -50 for products high in sugar
  • -62 for products high in fat
  • -61 for products high in salt
  • Overall 95 for products high in fat, sugar and
    salt.
  • In Central Europe food ads make misleading
    claims, use unfair or inappropriate marketing
    practices. (chocolates portrayed as healthy,
    chocolates kept in medicine cabinet, etc)

10
MAIN FINDINGS OF STUDIES
  • In ALL countries surveyed, no specific
    requirements for food advertising in advertising
    regulations or codes of practice.
  • Extent of protection of children from ads varies
    considerably from country to country.No
    consistent definition of a child.
  • None of the legislative and self-regulatory codes
    of practice meet minimum requirements of EU
    legislation or the ICC self-regulatory guidelines.

11
MAIN FINDINGS OF STUDIES
  • India
  • Advertising and purchasing power of the household
    are among the factors greatly influencing
    parents decision
  • Food ads are often aimed at children
  • 50 of adults revealed that children influence
    their buying decisions.

12
MAIN FINDINGS OF STUDIES
  • Philippines
  • Children can recall immediately two popular fast
    food selling hamburgers and spaghetti Jollibee
    and Mcdonalds. Easy recall is attributed to the
    employment of popular movie actors/actresses to
    endorse their products.
  • 84 of children ads update them about new
    products
  • 78 of children ads inform them about product
    features
  • 59 of children ads are a must.
  • 40 of children ads influence them to buy
    products that they dont need.

13
RECOMMENDATIONS
  • Laws to regulate ads to children
  • Cross-border advertising-broadcasters should be
    obliged to observe national rules of receiving
    state where the target audience are citizens of
    that state the programmes/ads are in their
    language or with subtitles in their language.
  • Advertising regulation should prohibit
    misleading, unfair or excessive number of ads,
    particularly products or foods which discourage
    healthy eating habits.

14
RECOMMENDATIONS
  • Ad regulations should take account of age of
    likely audience younger children require greater
    protection than older children teenagers
  • No ads to children under 12
  • No ads during, just before or just after
    programmes for pre-school children
  • Timing restrictions on amount of ads permitted
    during during childrens programmes
  • Lack of differentiation between programmes and
    ads should be restricted

15
RECOMMENDATIONS
  • Since food ads are largest category of ads to
    children and promoting unhealthy diet, should be
    of concern to WHO and Health Ministries. Laws
    should regulate food ads aimed at children.
  • Need more research into how much foods ads
    influence childrens food preferences and
    choices.
  • Nutrition education and consumer education in
    schools, including influence of ads.

16
RECOMMENDATIONS
  • Ensure effective enforcement of ad regulations.
    Regulatory bodies should
  • - be independent and impartial
  • - have transparent decision-making process
  • - include consumer representation
  • - have majority non-industry interests in
    decision-making bodies
  • - pre-check and monitor ads to ensure compliance
    with regulations

17
RECOMMENDATIONS
  • Regulatory bodies should
  • - be open to consumer complaints
  • - have power to enforce decisions and demand
    appropriate redress
  • - cooperate at the international level to
    harmonise regulations and codes of practice.

18
RECOMMENDATIONS
  • Regulatory bodies should
  • - be open to consumer complaints
  • - have power to enforce decisions and demand
    appropriate redress
  • - cooperate at the international level to
    harmonise regulations and codes of practice.
Write a Comment
User Comments (0)
About PowerShow.com