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Mcdonald Vs. Super size me


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Pr case study from my erasmus at the University of Nicosia

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Mcdonald Vs. Super size me

  1. 1. Presented by Federico Lovat, Natalia Bykova, Nadeesha Sawishani
  2. 2. Mac Donald's <ul><li>Mac Donald's is one of life’s many small pleasures that million of people around the world enjoy everyday. </li></ul>
  3. 3. <ul><li>Tasty food </li></ul><ul><li>fun to eat </li></ul><ul><li>Casual Environment </li></ul><ul><li>Local and familiar </li></ul><ul><li>Always something new </li></ul>
  4. 4. <ul><li>McDonald's restaurants are found in 119 countries </li></ul><ul><li>McDonald's restaurants offer both counter service and drive-through service </li></ul><ul><li>McDonald's Play Place </li></ul>
  5. 5. Direct Attack <ul><li>In 2004 Morgan Spurlock, independent filmmaker, makes a documentary about McDonald’s food. </li></ul><ul><li>He eats only McDonald’s food for 30 days </li></ul><ul><li>At the end of the experiment he gained 11 KG. </li></ul><ul><li>The documentary shows his physical decline with the support of clinical analysis. </li></ul><ul><li>The movie was nominated for an Academy Award for Best Documentary and won the Sundance film festival </li></ul>
  6. 8. Reaction in America
  7. 9. Actual reactions – in Europe <ul><li>After trying to sell U.K. auds on the failings of Morgan Spurlock's &quot;Super Size Me&quot; doc, McDonald's has retooled its PR efforts to emphasize the larger debate on obesity and healthy diet. A new series of tongue-in-cheek newspaper ads, which draw attention to the chain's expanded salad menu , offers a quipy counter-offer to the doc's accusations: &quot;If you don't fancy a hamburger, you've come to the right place.&quot; </li></ul><ul><li>&quot; McDonald's is a company that is brilliant at publicity and marketing , and what people need to realize is that they only care about your health as long as it's good for business,&quot; he says. &quot;All of their 'healthy' options are only window dressing around a bigger problem.&quot; </li></ul>
  8. 10. Actual reactions - 3 <ul><li>McDonald's UK pre-tax profits have dropped 72% -- from $150 million to $42.5 million. The corporation has also been suffering adverse publicity from the fourteen year old McLibel Two case. </li></ul><ul><li>&quot;Super Size Me&quot; bowed in France on June 30, taking in $286,120 in 93 theaters. Since then, McDonald's has recruited a little star power of its own for its Gallic outlets. New Happy Meals featuring Mary-Kate and Ashley Olsen (promoting the French bow of their pic &quot;New York Minute&quot;) offer an Olsen-themed photo album, denim bag or crayon box with every purchase. The promotion seems to deftly ignore the health questions surrounding Mary-Kate, who was treated recently for an eating disorder . </li></ul>
  9. 11. Mac Donald in Sri lanka ( Abans) <ul><li>Abans constantly engages in extensive advertising campaigns in the print media, TV and radio for mac donalds in sri lanka. In fact, it is among the biggest spenders on advertising in Sri Lanka. In addition, Abans promotes its products through outdoor advertising using hoardings at prominent locations, bus shelters, roundabouts, and street banners, and posters and danglers at point-of-sale outlets </li></ul>
  10. 12. Mac Donald with Abans <ul><li>Abans also supports World Children’s Day – every year, during the month of November (which is McDonald’s World Children’s Day), the restaurant undertakes a meaningful project at the Children’s Orphanage . Apart from treating the children to refreshments and gifts during Christmas, McDonald’s has donated a dual-purpose vehicle for transporting children to school. McDonald’s has also completely refurbished two dormitories for the children at the orphanage. </li></ul><ul><li>The group also sponsors various events such as international cricket and rugby football. Its involvement with music has seen it sponsor musical shows featuring international groups. Abans also organises seasonal events for Christmas, Sinhala and Tamil New Year, and Ramazan. It also conducts regular cookery demonstrations and children’s programmes at its showrooms. And it pursues various social and charitable programmes. </li></ul>
  11. 13. <ul><li>In addition, Abans with Mac Donald has sponsored a ward at the cancer hospital – and it has undertaken to maintain it on a regular basis. Abans has also met its pledge to contribute towards the construction of houses and the relocation of tsunami victims. Several houses have been constructed – they are fully equipped and have been handed over to deserving families. Helping the disabled is another aspect of community service practised by Abans. Wheel chairs and medical supplies have been donated to the Victoria Home for the disabled. </li></ul>
  12. 14. In Italy (from <ul><li>The number of obese children is rising in the western world. Do you think to have some kind of responsibility for this? </li></ul><ul><li>Absolutely not. </li></ul><ul><li>McDonald’s products have the same nutritional values we can find in traditional restaurants. </li></ul><ul><li>Obesity is a problem linked with the lifestyle and with a non-balanced and non-varied diet. </li></ul><ul><li>Our clients come to our restaurants on average, one in 15 days, in Italy as in Europe and this is compatible with a variegated diet. </li></ul>