Kraft Foods Inc.: The Cost of Advertising on Children’s Lifestyle
Introduction
Kraft food Inc. is known for providing quality beverages and foods for its consumers. The company has grown considerably from its humble beginnings since 1903. J.L Kraft started the company with a rented wagon, a horse named paddy, and 65 dollars. He began by buying cheese from a wholesale and repackaged it with his name and sold it to the local merchants. Ten years later, Kraft started processing cheese, which lengthened its shelf life. Since it began, the company has gone through several transformations. Statistics show that more than 99% of US American households consume the company’s products, but today the company is blamed for the rise of children’s density in America. The company is in trouble for making unhealthy foods and advertising it to the children. Based on a thorough analysis, this paper concludes that advertising junk foods to compete in the market, knowingly targeting the children under the age of 12, and using misleading strategies.
The company lies to the public
The Dean of College of communication at the University of Texas, Dr. Ellen Wartela, revealed the truth about the past presentation on Kraft foods. Inc and children. She says that Kraft claims of not advertising its products to children under the age of six were a total lie. It is indeed very unethical for the company to lie to the public.
The company advertised unhealthy foods
The research carried out by Dalgleish in 2007 revealed that fast foods are the main cause of liberty in children. Other studies that were carried out also revealed that this condition increased by about 200% since the 1980s. Between 1960 and 1980, the cases increased to 16%over the last two decades. Having this in mind, the company never stopped advertising its products to children. Kraft was self-centered and only focused on the sales at the cost of children’s lives. It showed less interest in the safety of its clients.
Kraft uses misleading strategies
The company is focused on building a superior consumer brand value to grab a reasonable market share and ensure a large number of sales. It is strengthening its image through great-tasting its products, innovative packaging, and quality consistency. By doing this, the company is misleading the public as it is increasing the sales to cover the detrimental effects that the products are causing to the children. It provides other niceties that would make its consumers feel satisfied, but the fact remains that the food is unsafe for the public. Every company has a right to apply a cutting strategy to market its products or services, and Kraft has managed to fully exploit this, which gave it loyalty and trust from more than 99% of households in the United States.
Despite knowing its products have detrimental impacts on children, the company never refrain from the same. The company’s executive even admitted that they were not ready to give up on advertising and promoting their products. This is every other company’s goal, to aggressively market their products to achieve maximum sales in the market. Unfortunately, the company’s reputation dropped significantly, and its renowned brand is losing value in the market.
Ironically, the company claims to value quality and safety in its products. The statement “Kraft food is a company that values quality and safety in its products ” totally contradicts itself. Dr. Ellen stated that Kraft food Inc. is advertising unhealthy food to young children. The statistics done revealed that the company’s products have contributed to the increase in care of obesity in the United States. It is evident that fast foods cause the rising numbers of obesity cases, and Kraft is the giant of all. Obesity is mainly caused by devoted advertisements and campaigns targeting young children.
Summary
Kraft food. Inc. is tirelessly marketing its unsafe products to the public. The company never gave up on marketing its harmful products to children under the age of twelve even after the complaints were compiled by Wellness Advisory Council and the World Healthcare, revealing the detrimental effects of junk foods on the children. The company blackmailed its customers by maintaining a constant supply of its products, portraying powerful public image as well as providing helpful services and “quality” products.
Recommendations
The company must consider producing other types of food products that will be sold in line with the natural food products that may counter the possibility of obesity among children. Besides, Kraft food. Inc should also include a label indicating the effects of its products so that consumers can regulate its consumptions and understand its measures. The company can also save its consumers from the risk of obesity by producing food products. That would counter the fats levels. Moreover, including a warning label in the packaging will help consumers regulate the rate at which they consume fast foods. However, the best solution is the production of new food products that will help consumers escape obesity risks and, at the same time, increasing the company’s net income.
Conclusion
Every business organization needs to practice good ethics and morals to ensure customers’ safety and satisfaction. The business should also portray the right image that will enable it to attract more customers. Misleading strategies and false advertisements will only taint the organization’s reputation.