In the Natural Cereals case study, Sally an upcoming Marketing professional along with her Product Manager, Joe and their group manager, Tom were tasked with improving the market share of an adult cereal through advertising and labeling strategies. Currently, the marketing trend is using various health-related phrases referencing the nutritional value of cereal. Sally’s two managers at Breakfast Foods, Inc. decided she should also push towards a health-campaign by advertising the health benefits of eating bran and fiber which aid in preventing cancer. The FDA had been proposing regulations regarding this type of advertising. The FDA wants to ensure advertising is truthful and not misleading. It should be based on reliable scientific evidence and that good nutrition is a function of total diet over time, not specific foods- like cereal.
Sally is hesitant on the aggressive marketing strategy because though what their marketing message is truthful, she feels it does not deliver the complete message. They implement the agreed upon marketing campaign and the press gives Breakfast Foods, Inc. negative publicity stating they have jumped on the health bandwagon of making misleading or incomplete health claims due to the fact that the cereal label does not state how much fiber one should consume to aid in the prevention of cancer.
Now, the three Marketing professionals have to decide what to do next.
1. Does Breakfast Foods, Inc. have a responsibility to educate its consumers about nutrition?
- How should the three Marketing professionals address the negative publicity about their alleged misleading advertising campaign.