Mcdonalds

Caso: McDonald’s and obesity Alan Stege Rojas

1. - ¿How should McDonald’s respond when ads promoting healthylifestyles featuring Ronald Mcdonald are equated with Joe Camel and cigarrete ads? ¿Should McDonald’s eliminate Ronald Mcdonald in its ads?
- I think McDonald’s should eliminate those ads thatfeature Ronald Mcdonald. Apart from the fact that it is not McDonald’s intention to promote obesity, people have reacted to it like if it was and instead of creating the image that Mcdonald’s wanted, it iscreating a bad image for them. I think they should respond to that by creating healthy educational programs and outdoors activities and tournaments, show the people they are for real and not justfollowing some laws. And they should advertise these tournaments and programs using Ronald Mcdonald.

2. - Discuss the merits of the law proposed by France that would require fast-food companieseither to add a health message to commercials or to pay 1.5% tax on their ad budget. Propose a strategy for McDonald’s to pay the tax or add health messages, and defend your recommendation.
- It is a goodlaw for the regulation of mass advertising to protect vulnerable market segments (children), since at least if they want to get children or anyone to eat at their fat-food restaurant they would berequired to pay more tax on the adds, affecting their profit margins, or they would be required to add health messages and thus protect a little more their consumers about the fact that eating there alot and not doing any exercise will cause them many obesity related problems.
I think McDonalds should add the healthy message instead of paying the 1.5% tax for health messages. It would give them abetter image among consumers and the government since they would be showing willingness to cooperate for a better health of the population, and it would save them an extra 1.5% in taxes.

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