With reference to the Hastings report in 2003, it is found that three of the key factors contributing to children obesity are Target Market, Brand Experience, and Marketing Communication.
In this study, we will explore why most food and beverages companies have expanded and diversified their marketing efforts to children, the popular marketing tactics used and what makes these brands attractive to children. This essay discusses how companies target children due to their inability to identify the persuasive intent advertisements project and how their amplified marketing means through digital advertising is imposing brand experiences that influence children's food choices.
One may wonder why children are the preferred customers for a company
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The long exposure to fast food results in the demand for these products and the rate of vocal chords development in children becoming directly proportional. Children are fundamentally the most attractive target market for F&B companies. We will be using figure 2, the Stages of Change Model to explain this dynamic.
It is well known that fast food and sugary drinks are unhealthy and pose significant health risks when frequently consumed. The model can be used to draw an analogy between the attractiveness of children to F&B companies. Children fall under the very first stage, Precontemplation. Born carefree and innocent, these kids do not have any inhibitions when it comes to consuming things they love.
Figure 3 shows that there is an increasing function even though the rate of increase reduces. With reference to figure 3, it is suggested that these set of customers, once older will start to get wise and consume less and less of the same. (Rate of increase reduce) They will make a determined effort to cut down their consumption levels and frequency. When faced with a decreasing rate of returns, F&B companies want to maximize their returns; therefore, the children become the cornerstone of their marketing plans (Velicer, W. F., et