Marketing Unhealthy Products :
Marketing Unhealthy Products Eric M. Williams Tennessee State University MGMT 5000: Survey of Management and Marketing Instructor: Dr. Vaidotas Lukosius
Branding & Marketing:
Branding & Marketing Successful marketing plans incorporate branding Branding differentiates a product for the consumer by giving it familiar attributes so it is easily recognizable Slogans Logos Characters Jingles
Soft Drink Branding:
Soft Drink Branding Top 100 world-wide brands Coca-Cola (ranked # 1) Pepsi-Cola (ranked # 22) Sprite (ranked # 63) Marketing strategies put soft drinks in the hands of as many people as possible Convenience Stores Vending Machines Restaurants Grocery Stores
Brand Awareness:
Brand Awareness Advertising Television, Print, Online, Radio, Promotions Celebrity Endorsements Music Sports Movies Primary Target: Youth
School Systems:
School Systems Soft drink companies have exclusive agreements with school systems across the nation Campaigns urging school systems to remove soft drinks have sprung up due to health concerns
Health Consequences:
Health Consequences Studies show excessive soft drink consumption leads to health problems Kidney Stones Dental Issues Obesity Diabetes Heart Disease Soft drinks have gone from occasional treat to an everyday beverage because of successful branding
Brand Pervasiveness :
Brand Pervasiveness Soft drink marketing has been extremely successful Is this success detrimental to the health and well being of Americans?