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Increasing competition, increasing clutter in the advertising space and increasing pressure force the companies to do almost anything, even making false claims just to sell. The softest targets and the easiest to convince are children – they may not have the purchasing power, but their persuasion power beats it all.
Back in 1979, it sold its first product, and since then, it has never looked back. The brand has created marketing history. Almost every country today sells McDonald’s Happy Meal. It started as a ‘Star Trek Meal’ – the first-ever toy promotion of a film. Today, the popularity of the Happy Meal toys even helps one judge the success or failure of the film at the box office. McDonald’s spends two billion dollars on advertising alone – most of it targetted at children. Yet, the not so happy fact is that its products are extremely high in fat/sugar/ salt – one of the prime reasons for child obesity.
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Source : IIPM Editorial, 2007
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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