McDonalds has faced criticism for contributing to obesity. To address this, McDonalds launched a "Change" campaign, changing their menu to offer smaller portion sizes and introducing healthier options. They also changed marketing tactics to move away from targeting children. Moving forward, the document recommends McDonalds strengthen their brand by offering an even healthier menu, consider health issues in all decisions, partner with health organizations, and use spokespeople to promote positive messages. However, some critiques argue McDonalds lost core customers with the menu changes and campaigns have not fully addressed the underlying health concerns.

1. McDonalds and
Obesity

2. Presented By
Manish Saha
(EMBA:160314)
Tamim Bin Shafique
(EMBA:160317)
Md. Sihabur Rahman
(EMBA:160325)
Md. Moklesur Rahman
(EMBA: 160343)

3. Outline
Overview of present situation of obesity
Brand Equity affecting by comparing with
Camel and Cigarette ads
Steps taken to address the blame of obesity
Scope or leveraging secondary associations
Critique on approaches

4. Overview of the situation

5. Brand Equity affecting by comparing
with Camel and Cigarette ads

6. Steps taken to address the blame of
obesity
Campaign “Change”
Change in menu, poster, food item
Direct mail campaign
Bigger to smaller food items
Introducing unique items

7. Effect on Brand Mantra

8. Concerns over health
issues
Not concerned with
health issues initially
Concerned with
health issues just
after having the claim
of obesity problem

9. How the brand should proceed in
future
Offer healthier
menu
Consider health
issues
Move from children
based ads
Region based
ingredients

10. Scope for secondary associations
Ally with another
brand
Arranging events
with
UNICEF,WHO,FAO

11. Scope for secondary associations
Spokesperson
New
character

12. Critiques on approaches
Core customers lost with
changed food menu
Identical logo removed
Negotiation with Governments
Character

13. Critiques on approaches
Healthy food menu
Campaigns
Advertisement
Character

14. Thank you