Today I would like to share an interesting fact about a research that was conducted on pre-school children which clearly depicts the power of a brand.The food and beverage industries spend more than $10 billion each year to market to children in the US. One of the goals of marketing is branding to encourage children to recognize and differentiate particular products and logos.
In this study, researchers studied the food and drink preferences of more than 60 preschool children. They offered them a portion of a hamburger, a Chicken McNugget, McDonald’s French fries, 1% milk or apple juice, and two baby carrots in McDonald’s packaging and in matched but plain packaging.They found that children were six times more likely to prefer chicken nuggets when they were presented in McDonald’s packaging; and were three times more likely to prefer French fries when in McDonald’s packaging. Preschoolers with more TV sets in their homes and children who ate at McDonald’s more often were more likely to prefer foods and drinks they thought were from McDonald’s.
So one can say that marketers are doing a lot to attract children from their young age so that they can create an association with them which in turn would make them loyal towards the brand once they grow up.
But the big question remains that is it justified to promote fast food like this? Shouldn't they come up with more healthier options specially when it comes to attracting preschoolers and kids.
On the other hand we can attribute the phenomenal success of Mc Donald's to their marketing strategies that are so well defined and properly targeted to the right audience...
In this study, researchers studied the food and drink preferences of more than 60 preschool children. They offered them a portion of a hamburger, a Chicken McNugget, McDonald’s French fries, 1% milk or apple juice, and two baby carrots in McDonald’s packaging and in matched but plain packaging.They found that children were six times more likely to prefer chicken nuggets when they were presented in McDonald’s packaging; and were three times more likely to prefer French fries when in McDonald’s packaging. Preschoolers with more TV sets in their homes and children who ate at McDonald’s more often were more likely to prefer foods and drinks they thought were from McDonald’s.
So one can say that marketers are doing a lot to attract children from their young age so that they can create an association with them which in turn would make them loyal towards the brand once they grow up.
But the big question remains that is it justified to promote fast food like this? Shouldn't they come up with more healthier options specially when it comes to attracting preschoolers and kids.
On the other hand we can attribute the phenomenal success of Mc Donald's to their marketing strategies that are so well defined and properly targeted to the right audience...
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