Re-branding junk food: firm strategies

Type :

Presentation

Pages :

10 pages

Format :

.doc

Published date :

01/19/2009

Category :

Business & market

Sub category :

Business strategy

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Summary :

Introduction.
A rising awareness of the health hazards caused by junk food.
1. A lot of health problems are linked to an inappropriate diet.
2. How governments and civil societies tackle this issue.
How governments and civil societies tackle this issue.
1. Mac Donald's: When the emblematic fast food tries to clear its image.
2. The Coca-Cola Company: The 'light' in help to Coca-Cola classic.
Conclusion.
Bibliography.

Abstract

American food habits are known to be particular: quickness and convenience are the key-words to describe this food culture that started up the fast food phenomenon, which rapidly spread around the world. Similarly, with ingenious marketing strategies, the Coca-Cola Company managed to reach the top of the most famous and most drunk beverages of the world. However, people have become more and more aware of the obesity problems linked to this "way of meal", and to this fat, sweet and salted food and beverage mix. Thus, the US Department of Human Health and Services started to publish alarming statistics. In the last twenty years (from the early eighties to 2003), the obesity rate in the United-States has largely doubled, from 15 to 33% of the 20-74 aged American adults. At the same time, concerns were growing about the high level of risk linked to obesity, which provokes serious diseases such as diabetes, hypertension, coronary heart diseases, strokes, respiratory problems, cancer... That is why the governments of many countries, where what has come to be called "junk food" is very popular, decided to take measures in order to tackle this issue which threatens public health.