This presentation illustrates the Mc. Donald's overall strategy towards their negative brand image involving movie Supersize Me and other factors.

1. McDonalds and
Obesity

2. Presented By
Tamim Bin Shafique
MBA (Major in
marketing)
Business Administration
Discipline
Khulna University
Khulna

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