ASSESSMENT COVER SHEET

Students name
ID number
Unit name

(Surname)

(Given names)

FONG
25036157
Brand Management

LI YIN

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Unit code

0451776968
MKF2521

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Colin Jevons/Azra

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Tutorial/laboratory day & time
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Thursday 9am
Date submitted:
05/09/14

Word count: 2492

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Extension granted until (date) ................................ Signature of lecturer/tutor .................................................

Please note that it is your responsibility to retain copies of your assessments.
Intentional plagiarism amounts to cheating in terms of Monash University Statute 4.1 Discipline.
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Where there are reasonable grounds for believing that intentional plagiarism or collusion has occurred, this will be reported
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manager.
Student Statement:
I have read the universitys Plagiarism Policy and Procedures [http://www.policy.monash.edu/policybank/academic/education/conduct/plagiarism-policy.html.].

I understand the consequences of engaging in plagiarism and collusion as described in University Statute 4.1. Part III
Academic Misconduct [http://www.monash.edu.au/pubs/calendar/Statutes/Statute04.html#Heading110].
I have taken proper care of safeguarding this work and made all reasonable effort to ensure it could not be copied.
I acknowledge that the assessor of this assignment may for the purposes of assessment, reproduce the assignment and:
i.
provide to another member of faculty; and/or
ii.
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Signature .....................................................
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ASSESSMENT COVER SHEET

Students name
ID number
Unit name

(Surname)

(Given names)

LIM
25093584
Brand Management

WOOI TEIK

Phone
Unit code

0450515563
MKF2521

Note: If this is a group assignment, please include the names of all other group members.

Assignment 1 Group assignment

Title of assignment
Lecturer/tutor

Colin Jevons/Azra

Is this an authorised group assignment?

X Yes

No

Has any part of this assignment been previously submitted as part of another unit/course?
Tutorial/laboratory day & time
Due date: 05/09/2014

Yes X No

Thursday 9am
Date submitted:
05/09/14

Word count: 2492

All work must be submitted by the due date. If an extension of work is granted this must be specified with the signature of the
lecturer/tutor.

Extension granted until (date) ................................ Signature of lecturer/tutor .................................................

Please note that it is your responsibility to retain copies of your assessments.
Intentional plagiarism amounts to cheating in terms of Monash University Statute 4.1 Discipline.
Plagiarism: Plagiarism means to take and use another persons ideas and or manner of expressing them and to pass these off
as ones own by failing to give appropriate acknowledgement. This includes material from any source, staff, students or the
Internet published and unpublished works.
Collusion: Collusion is unauthorised collaboration with another person or persons.
Where there are reasonable grounds for believing that intentional plagiarism or collusion has occurred, this will be reported
to the Chief Examiner, who may disallow the work concerned by prohibiting assessment or refer the matter to the faculty
manager.
Student Statement:
I have read the universitys Plagiarism Policy and Procedures [http://www.policy.monash.edu/policybank/academic/education/conduct/plagiarism-policy.html.].

I understand the consequences of engaging in plagiarism and collusion as described in University Statute 4.1. Part III
Academic Misconduct [http://www.monash.edu.au/pubs/calendar/Statutes/Statute04.html#Heading110].
I have taken proper care of safeguarding this work and made all reasonable effort to ensure it could not be copied.
I acknowledge that the assessor of this assignment may for the purposes of assessment, reproduce the assignment and:
iv.
provide to another member of faculty; and/or
v.
submit it to a plagiarism checking service; and/or
vi.
submit it to a plagiarism checking service which may then retain a copy of the assignment on its
database for the purpose of future plagiarism checking.*
I certify that I have not plagiarised the work of others or participated in unauthorised collaboration when preparing this
assignment.
Signature .....................................................
Date
* delete (iii) if not applicable
Privacy Statement
The information on this form is collected for the primary purpose of assessing your assignment. Other purposes of collection include
recording your plagiarism and collusion declaration, attending to course and administrative matters and statistical analyses. If you choose
not to complete all the questions on this form it may not be possible for Monash University to assess your assignment. You have a right to
access personal information that Monash University holds about you, subject to any exceptions in relevant legislation. If you wish to seek
access to your personal information or inquire about the handling of your personal information, please contact the University Privacy
Officer: privacyofficer@adm.monash.edu.au

ASSESSMENT COVER SHEET

Students name
ID number
Unit name

(Surname)

(Given names)

WONG
25232789
Brand Management

EDDIE ZHEN FEI

Phone
Unit code

0451639800
MKF2521

Note: If this is a group assignment, please include the names of all other group members.

Assignment 1 Group assignment

Title of assignment
Lecturer/tutor

Colin Jevons/Azra

Is this an authorised group assignment?

X Yes

No

Has any part of this assignment been previously submitted as part of another unit/course?
Tutorial/laboratory day & time
Due date: 05/09/2014

Yes X No

Thursday 9am
Date submitted:
05/09/14

Word count: 2492

All work must be submitted by the due date. If an extension of work is granted this must be specified with the signature of the
lecturer/tutor.

Extension granted until (date) ................................ Signature of lecturer/tutor .................................................

Please note that it is your responsibility to retain copies of your assessments.
Intentional plagiarism amounts to cheating in terms of Monash University Statute 4.1 Discipline.
Plagiarism: Plagiarism means to take and use another persons ideas and or manner of expressing them and to pass these off
as ones own by failing to give appropriate acknowledgement. This includes material from any source, staff, students or the
Internet published and unpublished works.
Collusion: Collusion is unauthorised collaboration with another person or persons.
Where there are reasonable grounds for believing that intentional plagiarism or collusion has occurred, this will be reported
to the Chief Examiner, who may disallow the work concerned by prohibiting assessment or refer the matter to the faculty
manager.
Student Statement:
I have read the universitys Plagiarism Policy and Procedures [http://www.policy.monash.edu/policybank/academic/education/conduct/plagiarism-policy.html.].

I understand the consequences of engaging in plagiarism and collusion as described in University Statute 4.1. Part III
Academic Misconduct [http://www.monash.edu.au/pubs/calendar/Statutes/Statute04.html#Heading110].
I have taken proper care of safeguarding this work and made all reasonable effort to ensure it could not be copied.
I acknowledge that the assessor of this assignment may for the purposes of assessment, reproduce the assignment and:
vii.
provide to another member of faculty; and/or
viii.
submit it to a plagiarism checking service; and/or
ix.
submit it to a plagiarism checking service which may then retain a copy of the assignment on its
database for the purpose of future plagiarism checking.*
I certify that I have not plagiarised the work of others or participated in unauthorised collaboration when preparing this
assignment.
Signature .....................................................
Date
* delete (iii) if not applicable
Privacy Statement
The information on this form is collected for the primary purpose of assessing your assignment. Other purposes of collection include
recording your plagiarism and collusion declaration, attending to course and administrative matters and statistical analyses. If you choose
not to complete all the questions on this form it may not be possible for Monash University to assess your assignment. You have a right to
access personal information that Monash University holds about you, subject to any exceptions in relevant legislation. If you wish to seek
access to your personal information or inquire about the handling of your personal information, please contact the University Privacy
Officer: privacyofficer@adm.monash.edu.au

ASSESSMENT COVER SHEET

Students name
ID number
Unit name

(Surname)

(Given names)

WONG
25104527
Brand Management

EUNICE KAH MUN

Phone
Unit code

0424310112
MKF2521

Note: If this is a group assignment, please include the names of all other group members.

Assignment 1 Group assignment

Title of assignment
Lecturer/tutor

Colin Jevons/Azra

Is this an authorised group assignment?

X Yes

No

Has any part of this assignment been previously submitted as part of another unit/course?
Tutorial/laboratory day & time
Due date: 05/09/2014

Yes X No

Thursday 9am
Date submitted:
05/09/14

Word count: 2492

All work must be submitted by the due date. If an extension of work is granted this must be specified with the signature of the
lecturer/tutor.

Extension granted until (date) ................................ Signature of lecturer/tutor .................................................

Please note that it is your responsibility to retain copies of your assessments.
Intentional plagiarism amounts to cheating in terms of Monash University Statute 4.1 Discipline.
Plagiarism: Plagiarism means to take and use another persons ideas and or manner of expressing them and to pass these off
as ones own by failing to give appropriate acknowledgement. This includes material from any source, staff, students or the
Internet published and unpublished works.
Collusion: Collusion is unauthorised collaboration with another person or persons.
Where there are reasonable grounds for believing that intentional plagiarism or collusion has occurred, this will be reported
to the Chief Examiner, who may disallow the work concerned by prohibiting assessment or refer the matter to the faculty
manager.
Student Statement:
I have read the universitys Plagiarism Policy and Procedures [http://www.policy.monash.edu/policybank/academic/education/conduct/plagiarism-policy.html.].

I understand the consequences of engaging in plagiarism and collusion as described in University Statute 4.1. Part III
Academic Misconduct [http://www.monash.edu.au/pubs/calendar/Statutes/Statute04.html#Heading110].
I have taken proper care of safeguarding this work and made all reasonable effort to ensure it could not be copied.
I acknowledge that the assessor of this assignment may for the purposes of assessment, reproduce the assignment and:
x.
provide to another member of faculty; and/or
xi.
submit it to a plagiarism checking service; and/or
xii.
submit it to a plagiarism checking service which may then retain a copy of the assignment on its
database for the purpose of future plagiarism checking.*
I certify that I have not plagiarised the work of others or participated in unauthorised collaboration when preparing this
assignment.
Signature .....................................................
Date
* delete (iii) if not applicable
Privacy Statement
The information on this form is collected for the primary purpose of assessing your assignment. Other purposes of collection include
recording your plagiarism and collusion declaration, attending to course and administrative matters and statistical analyses. If you choose
not to complete all the questions on this form it may not be possible for Monash University to assess your assignment. You have a right to
access personal information that Monash University holds about you, subject to any exceptions in relevant legislation. If you wish to seek
access to your personal information or inquire about the handling of your personal information, please contact the University Privacy
Officer: privacyofficer@adm.monash.edu.au

The Impact of Branding on Eating Behaviour of Children

A Study of McDonalds and Coca-Cola

MKF2521 Brand
Management
LI YIN FONG
WOOI TEIK LIM
EDDIE ZHEN FEI WONG
EUNICE KAH MUN WONG

25036157
25093584
25232789
25104527

Tutorial 08: Thursday 9 a.m.

By Azra Bajric-Kolar

Word count: 2492

words

Executive Summary
This report aims to evaluate branding impacts on the eating behavior of children. It
draws attention to the fact that gullible children are heavily exposed to marketing messages
which attempt to sway their dietary habits. Childrens attention are grasped by an increasing
number of touchpoints, both physical and digital. McDonalds and Coca Cola, which are
reputed as top market leaders in the industry, will serve as illustrations throughout this study
to demonstrate the negative effects of branding.
Mcdonalds uses attribute related cues such as Happy Meals, Playlands and its trade
character Ronald Mcdonald. Happy Meals which come with brightly coloured packaging and
unique toy premiums are used to attract young consumers. In addition to providing
experiential and symbolic values with Playlands, McDonalds develop brand personification
through its iconic ambassador Ronald McDonald. This induces children to associate fun and
happiness with McDonalds and consequently encourage consumption of unhealthy food.
Besides, Coca-Cola entices children through sports sponsorship, trade character and
digital marketing. The Olympic Games acts as a global platform for Coca-Cola to increase
brand recognition and lure children to drink high sugar content drink. Besides digital
marketing, they commercialized the character of Santa Claus as a touch point where children
transfer joyful associations of the character into liking for the brand. This results in high
brand preference as children are unknowingly deceived into consuming the unhealthy drink.
As children are unable to digest the persuasive intent of branding, they are easily
susceptible to its influence. Marketing of energy dense foods and fast food restaurants
contributes to an alarming rate of obesity among children. This leads to the occurrence of
chronic diseases such as diabetes which remains the most rapid-growing condition in
Australian children. This exhibits how the food environment is increasingly obesogenic in the
presence of major food companies like McDonalds and Coca-Cola.
In light of these issues, recommendations have been put forward to minimize the
adverse influence that branding has on eating behavior of children. It is suggested that
governmental authorities should heighten regulation of marketing activities and increase the
inclusivity in definitions of these regulations. Furthermore it is proposed that companies
should address ethical considerations when they foster brand preferences in children.
McDonalds and Coca-Cola can include healthier alternatives which meet certain nutritional
standards.

Table of Contents
Executive Summary
1.0 Introduction

2.0 Discussion

2.1 McDonalds

2-3

2.2 Coca-Cola

4-6

2.3 Implications

3.0 Conclusion

4.0 Recommendations
Reference List
Appendices

14-16

10-13

1.0 Introduction
Branding serves as a basic perceptual cue that recognises and recalls a product as one
is able to associate it with particular perceptual characteristics (Achenreiner & John, 2003).
Children, being cognitively and psychologically defenseless, become the affluent target that
has made this market worthy of pursuit by businesses. As young as three, they can recognise
and form mental images of brand logos and mascots. It makes effective cradle-to-grave
strategies eminently valuable as business tend to gain a customer lifetime value of
US$100,000 (Lindstrom, 2004).
In 1983, businesses spent $100 million in marketing expense to children. Today, they
are spending almost $17 billion annually (CBS news, 2007). Children exposure to the
marketing activities has come to a point where branding has been labelled as a bad
thing. Food branding is prevalent in the context of this report. The food industries grasp
childrens attention through an increasing number of brand touch points, including television,
billboards, internet, and through education system. It is estimated that children view more
than 40,000 advertisements for food each year and 98% are advertising food high in sugar, fat
and sodium. They are bombarded with information for food and beverages, telling them what,
where and how to eat (Keller, Kuilema & Lee, 2012). It affects the eating behaviour of
children to the extent where it raises concerns on obesity and diabetes. McDonald's and CocaCola, being the top players in their respective markets (IBIS World, 2014), are brought into
discussion on marketing to children. The strategic alliance between both companies enhances
their brands and presence in both markets. That is the reason they have such an adverse
influence on children in terms of their eating behaviour and food consumption.
Secondary data on the issue and organisation involved is collected from credible
internet sources. Pertinent academic journals were also consulted to identify and analyse the
impact of branding on the eating behaviour of children. It is assumed that the information
collected through relevant websites and news articles is true and it reflects the current state of
the issue and organisations. Both McDonalds and Coca-Cola will be used as examples to
demonstrate how children are affected by powerful brands. Its branding strategies will be
evaluated to deepen the understandings regarding the issue. Finally, recommendations will be
made about what the organisations could do to mitigate the effects of its branding strategies
on the eating behaviour of children.

2.1 McDonalds
McDonalds has an almost inescapable presence in childrens lives as it represents the
fast food of choice for many of them. It is one of the most identifiable brands, with 93% of
children recognising it by its golden arches (McAlister & Cornwell, 2010). For over a decade,
McDonalds remains the most advertised brand to children under the age of 12 (see Appendix
A). The company spent approximately $1 billion contributing over one quarter of the total
advertisements viewed by children (Harris et al., 2013). Awareness created from repeated
exposure to the brand may translate into frequent requests for unhealthy food from
McDonalds. Therefore external food cues from these advertisements can lead to the
possibility of overeating.
McDonalds entices children with its Happy Meals, which ranked amongst the worst
food choices with as many as 880 calories per meal (Harris et al.,2013). These meals are
packaged in bright smiling boxes that serve as a fun visual stimulus to captivate children.
Robinson, Borzekowski, Matheson and Kraemer (2007) found that children favoured food in
McDonalds packaging over plain packaging. This indicates that non-product related
attributes like packaging can alter taste perceptions. As children are heavily influenced by it,
the packaging of Happy Meals serves as McDonalds branding tool which manipulates
children to consume unhealthy meal offerings.
Furthermore, Happy Meals come with toy premiums based on major childrens
motion pictures. These include Ice Age, Despicable Me and The Smurfs. According to past
studies, associations with these well-known characters develop a favourable consumer
relationship with children (Lawrence, 2003). The use of licensed cartoon characters increases
food intake (Keller et al., 2012). It establishes a strong identity symbol which is instantly
recognisable. This creates a sense of familiarity which results in heightened brand preference.
Hence, with the promise of a toy, children are consequently beguiled into choosing meals
with inappropriate nutritional value.

McDonalds also lure children into their restaurants with colourful play areas called
Playlands. They associate Playlands with symbolic benefits such as adoration and acceptance
(McAlister & Cornwell, 2010). These attributes may induce them to visit McDonalds
frequently as they aspire to embody the imagery of being popular. Moreover, childrens
overall McDonalds experience is enhanced through an entertaining time at Playlands.
Experiential value gained from brand interactions can form positive consumer attitudes and
increase brand equity (Fiore, 2010). Hence this encourages children to eat poorly as they
repeatedly associate unhealthy food from McDonalds with good times.
As part of the McDonalds experience, McDonalds strategically tapped into
childrens minds through their infamous trade character, Ronald McDonald. Trade character
is the personification of the brand name that favourably accents the brand message and
facilitates the brand identity formation (Mizerski, 1995). Using Ronald as the brand
ambassador, McDonalds stimulates positive feelings among children and get them to
associate fun and happy times with McDonalds (Corporate Accountability International
(CAI), 2013). This is evident when McDonalds started reaching out children at schools and
libraries, giving workshops on physical fitness and reading in addition to distributing
McDonalds vouchers. Although McDonalds seemed to be contributing to the community,
unknowingly, the presence of Ronald McDonald promotes a brand of foods that have
devastating effect on childrens health (CAI, 2010).
It reached a boiling point where children with excellent grades and attendance records
were rewarded with Happy Meals (NY Times, 2008). By leveraging their presence in the
education system, the imprint of Ronald McDonald and the Golden Arches (see Appendix B)
on the school reports jacket received numerous protests from parents children were exposed
to a brand that deceive them with thoughts of fun and happiness. Due to the susceptibility
towards the adverse effects of branding (Keillor, 2007), children are unable to interpret brand
intention and tend to perceive unhealthy food as fun and exciting. These associations
ultimately take its toll on children as it will be deeply ingrained in childrens eating
behaviour.

2.2 Coca-Cola
Coca-Cola is the world largest beverage company, having their business portfolio over
200 countries across the globe (Coca-Cola, 2014). Despite appearance in major countries,
Coca-Cola anticipates to increase brand-building initiatives by up to $1 billion by Year 2016
(Zmuda, 2014). Coca-Cola also has contract with fast food giant, McDonalds since 1950s
(The Economist, 1998). This strategic alliance worsens the impact of branding towards the
children eating behaviour as every McDonalds incorporates Coca-Cola as their beverage
element.
In 2013, Coca-Cola spent more than US$290 million in sponsorship, primarily in
sports (IEG, 2014). Sport sponsorship refers to the assistances sponsors provide to sports
events in exchange for logo and banner display, forming a mutually beneficial relationship.
(Simoes & Agante, 2014). Companies are committed to transfer the positive feelings of sports
involvement to their respective brands (Mannberg & Muotka, 2004). This increased brand
favourability strongly impacts childrens eating behavior (Simoes & Agante, 2014). CocaCola capitalise by sponsoring every Olympic Games since 1928 (Phillips, 2012). Since more
than 1.4 million children viewed NBCs prime-time coverage of the 2008 Olympics Games
(Nielsen, 2008), the repetitive appearance of Coca-Colas logo increased brand awareness
and recognition, therefore elevating the intake of sugary drink in children compared to
healthier options like water and juices.
Coca-Cola takes a further step in the extension of brand associations by introducing
its limited edition Olympic Game Glass (see Appendix C), collectable in more than 10
markets, including Australia (The Freeman, 2008). Its availability is restricted where the
glasses are only sold in McDonalds. Children, being enthusiasts of Olympic Games, were in
vain to own the Coca-Cola glasses to have a sense of belongingness in the community as the
Olympic Games unites 204 nations. Hence, the combined effect of Olympic-to-Coke and
Coke-McDonalds brand associations damages the pure objective of the Olympic Games.
Instead of fostering sportsmanship and healthy lifestyle, children now relate the event to
unhealthy diet of both Coca-Cola drink and McDonalds which strengthens the previous
discussion on McDonalds.

Secondly, like McDonalds, Coca-Cola utilises Santa Claus as their trade character. In
the 1930s, the modernisation of Santa Claus was a commercial creation of Coca-Cola as they
intended to associate the character dressed in red-and-white (see Appendix D) with the
corporate colour of Coca-Cola (Cramp, 1993). It was the ultimate persuasive element in
Coca-Cola brand strategy to market their product to children as there is higher preference for
a brand character when positive emotional experience association emerges in a childs
memory (Hemar-Nicholas & Gollety, 2012). Having brand characters like Santa Claus that
appeal emotionally to children increases favourability of sugary drink like Coca-Cola rather
than a healthier substitute like juices (de Droog, Valkenburg & Buijzen, 2011).
The goal of the campaign was to create "fun, pleasure and enjoyment" in consumers
for Coca-Cola in the same way people feel for Santa (Cramp, 1993). Hemar-Nicholas &
Gollety (2012) finds that children's positive experiences with the character - in this case
Santa, contribute to their ability to learn about the brand and the brand image. So, the same
joy of Christmas becomes a joy children feel for Coca-Cola. The transferability of emotions
from an icon to the brand leads to children perceiving Coca-Cola as a fun and festive drink
rather than a fizzy sugar-laden beverage. Besides that, products consumed by children during
young age provide familiarity which translates into future brand preference and consumption
(Moore, Wilkie & Lutz, 2012). With the high sugar input, childrens current health will not
only be at stake, but they will be prone to the brand later in life which poses a health hazard
that raises concerns for parents.
Coca-Cola also steps into childrens technological footprint as industries are
increasingly using entertaining innovative technology to reach and engage consumers
(Chordas, 2007). Coca-Cola's rewards programme website, MyCokeRewards.com, does not
seem child-targeted but has rewards that hold strong children appeal with Disney Cruise
vacations and theme park passes. The site draws 42,000 unique child visitors every month in
2012 (Harris et al., 2011). It is a strong marketing technique considering that online
experiences contributes to consumers view of brand's credibility and also perceived brand
value (Trueman, Cornelius & Wallace, 2012). Children who are excited about the rewards
program will see Coca-Cola as a favourable brand.

Two of the Coca-Cola's most popular iPhone applications are "Magic Coke Bottle"
and "Spin the Coke" has strong youth appeal. On Facebook, Coca-cola is the eleventh most
popular page with 31 million fans (TheNextWeb.com, 2011). Although Facebook terms of
service does not allow children under 13 to be members, Consumer Reports (2011) shows
that 5 million Facebook users were younger than 13 years. Research has shown that just mere
exposure to brand names does build brand preference (Olson & Thjomoe, 2003). Through
these technological interactions, children are "taught" about the brand and the product and
can lead to children consciously and actively choosing to drink Coca-Cola instead of water.
Hence, children are unknowingly consuming high levels of sugar and caffeine which is
harmful for their health.

2.3 Implications
Consequently, children are the ultimate victim in branding. The usage of salient
features like bright colour, pictures and fun characters drowns the children in the insidious
marketing of companies (Keller et al., 2012). The incapability of children to digest the
persuasive intention of marketing increases the vulnerability of children towards
inappropriate food choices and beverages options. According to World Health Organization
(WHO) and the Food and Agriculture Organization of the United Nations, it is concluded that
marketing of energy-dense foods and fast food restaurants leads to the alarming rate of
obesity among the worlds children (WHO, 2014). In Australia alone, 1 in 4 children are
overweight or obese (Australian Institute of Health and Welfare, 2013). This phenomenon is
proven to have concomitant with increase occurrence of chronic diseases in children like
diabetes which remains the most rapid-growing chronic condition in Australia (Diabetes
Australia, 2013). It enhances the understanding on how the food environment is increasingly
obesogenic and has been labelled toxic in the presence of major food companies like
McDonalds and Coca-Cola (Keller et al., 2012).
In the lights of these issues, McDonalds was urged to retire its character, Ronald
McDonald just as Coca-Cola was asked to stop weight-washing obesity with heavy
advertising (Daily Mail, 2011). The initiatives were intents by public health groups and the
government in attempt to moderate brand associations in children with unhealthy food and
sugary drinks offered by McDonalds and Coca-Cola.

3.0 Conclusion
In conclusion, it is clear that branding does have an impact on the eating behaviour of
children. The discussion revolves around two industry giants, McDonalds and Coca-Cola
and how their marketing strategies have an adverse influence on the childrens perception
towards the brands.
The ingenious nature of McDonalds that somehow found its way to market to
children builds awareness and instill brand recognition in childrens nave minds. Happy
Meals, which include toy premiums, entice children to translate their brand recognition into
product requests which are the main concerns of parents today. The symbolic playground at
every McDonalds forms the complete McDonalds experience which associates the brand
with fun and happy times.
Coca-Cola was doing the same thing targeting at children. Like how McDonalds use
Ronald McDonald as a symbol, Coca-Cola transformed Santa Claus as their brand image
which resonates with children. Coca-Cola also took the challenge to market to children at a
global scale through Olympic Games. Their pledge of refraining child-related marketing did
not stop them to sponsor the Olympics that reaches out to millions of children who watch
television.
Above all, the aftermath of such marketing strategies are the main reasons health
problem like obesity and chronic condition like diabetes are evident in children since young.
It is resulted from the childrens inability to process information cognitively which eventually
impact on the eating behaviour of children today.

4.0 Recommendations
The health danger to children is worrying as it will affect the generation's capabilities
to live a healthier and happy lifestyle. It recommended to have increased regulations by
governmental authorities on food and beverages industry's practices. The concept of
marketing to children 12 years old and below needs a more inclusive definition, to include
non-children specific marketing that are also commonly viewed by children. Unlike products
from McDonalds and Coca-Cola, meals and drinks sold to children should meet a certain
nutritional standard.
Besides that, ethics should be of consideration when companies foster brand
preference in children. As some marketing efforts are indirectly influencing children, modern
consumers are becoming increasingly aware of what brands do and will react accordingly.
McDonalds and Coca-Cola could include healthier alternative options of food and drinks to
children. Consequently, a brand that is seen to be ethical will attract a positive consumer's
perception of the brand which helps to build brand image and increases the superior value
delivered to them.

Reference
Achenreiner, B., G., & John, D., R. (2003). The Meaning of Brand Names to Children: A
Developmental Investigation. Journal of Consumer Psychology, 13(3), 205-219
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Appendices
Appendix A: Trends in exposure to TV advertising by restaurant and by age group

Harris, J.L., Schwartz, M.B., Munsell, C.R., Dembek, C., Liu, S., LoDolce, M., Kidd, B.
(2013). Fast food facts 2013: Measuring progress in nutrition and marketing to
children and teens. Retrieved from Yale Rudd Center website:
fastfoodmarketing.org/media/FastFoodFACTS_Report.pdf

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Appendix B: Imprint of Ronald McDonald and the Golden Arches on the school reports
jacket

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Appendix C: Limited edition Olympic Game Glass

Coca Cola. (n.d). News releases [Image]. Retrieved from http://www.cocacola.com.sg/news/localnews.asp?NeID=415

Appendix D: Coca-Cola commercially associates Santa Claus with its trademark red and
white colour of the corporate logo

Coca Cola. (n.d). The True History of the Modern Day Santa Claus [Image]. Retrieved from
http://www.coca-colacompany.com/holidays/the-true-history-of-the-modern-daysanta-claus
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