Study on Branding Strategy of Online Platforms of Food Industry

 Study on Branding Strategy of Online Platforms of Food Industry


Abstract

As a result of food and beverage marketing, both adults and children make poor dietary choices. Food and beverage companies have increased their online marketing efforts as consumers spend more time on the internet. However, no studies have compared the online marketing techniques used by food companies and the nutritional quality of the products they promote on their international websites. On 18 international corporate websites of the world's three largest fast food and beverage companies (Coca-Cola, McDonalds, Kentucky Fried Chicken), we developed a qualitative codebook to catalogue marketing themes. In addition, food categories and Nutrient Profile Index scores were used to determine the nutritional quality of the food (e.g. fried, fresh). On the basis of added sugar content, beverages were categorized.

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Introduction

Obesity and poor dietary intake are linked. Adults and children who are exposed to food and beverage marketing consume more food in the short term. Food companies have increased their digital marketing presence as consumers spend more time on-line. Advertisement through online advergames (e.g. website games intended to promote a brand) placement of ads on websites popular with specific demographic groups (e.g. children) promotion of food products on branded websites as well as through mobile devices and social media websites are all examples of digital food marketing.

For More Details About Study on Branding Strategy of Online Platforms of Food Industry
 Please Visit Our Website


Or call us +91 9481545735

Conclusion

This study reveals that some fast food and beverage companies are marketing healthier products in wealthier countries and showcasing their philanthropic activities in lower income countries, according to the findings. Consumers can find a variety of reasonably priced, culturally relevant food and beverage products thanks to economic globalization, but these companies must also take responsibility for the impact of their products on the populations they are targeting, as well. 

In developing and emerging markets in LMICs and UMICs, these findings can be used to guide the development of policies aimed at addressing the growth in the marketing of fast food and beverages. In some countries, policymakers may want to prohibit the use of certain marketing techniques, or they may want to encourage the promotion and sale of healthier food and beverages.

For More Details About Study on Branding Strategy of Online Platforms of Food Industry
 Please Visit Our Website


Or call us +91 9481545735

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