Marketing is key to the success of any product produced by a company. Companies aren’t always honest with their customers though. Not every food company is out there to manipulate customers to buy their product. However the majority of the food industry is manipulating their customers to buy their products. There are numerous articles and advertisements that support these faulty claims. While marketing is needed for the company to survive, there are flaws and faulty claims in the food industry. Marketing is “an organizational function and set of processes for creating, communicating, and delivering value to customers” (Kurtz 322). Marketing professionals follow a two-step process to develop a marketing strategy. They look for and research
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One article the food industry likes to do is “give advice that is consistent with what the customer wants to do” (10 Red Flags of…2). The market doesn’t want the consumer to see behind the recommendation of the product, but to think that the product in a way that will help the user (10 Red Flags of…2). For example, an advertisement would show a bun-less burger with cheese and bacon and claim it as low carb! The consumer likes the idea of something with low carbs and looks past the other areas of the food like the calorie count, the fat levels, etc. This process of advertising is truthful, but doesn’t describe the entire truth. In Liebman’s article Claims Crazy: Which Can You Believe, discusses why the drug and food industry can give people information on their product that might not necessarily be …show more content…
Until 1980, less than 10% of the populations in industrialized countries were obese. Today, these rates have doubled or tripled” (Karnani 5). Leanwashing is how companies are creating messages, marketing activities to show that their company is trying to solve the obesity crisis, when in fact they are trying to move the audience in seeing that it’s not the companies fault but the consumers fault. The research that Aneel Karania performed is that the food industry’s messages on obesity is not related to diet but exercise instead (15). The goal of the food industry with these messages is to misinform the people in that it’s not the food you’re eating that makes you obese, it’s you not doing anything that makes you obese. This is such a controversial subject that Michelle Obama spoke about in March 2010 and said, “We need you not just to tweak around the edges but to entirely rethink the products that you are offering, the information that you provide about these products and
One article the food industry likes to do is “give advice that is consistent with what the customer wants to do” (10 Red Flags of…2). The market doesn’t want the consumer to see behind the recommendation of the product, but to think that the product in a way that will help the user (10 Red Flags of…2). For example, an advertisement would show a bun-less burger with cheese and bacon and claim it as low carb! The consumer likes the idea of something with low carbs and looks past the other areas of the food like the calorie count, the fat levels, etc. This process of advertising is truthful, but doesn’t describe the entire truth. In Liebman’s article Claims Crazy: Which Can You Believe, discusses why the drug and food industry can give people information on their product that might not necessarily be …show more content…
Until 1980, less than 10% of the populations in industrialized countries were obese. Today, these rates have doubled or tripled” (Karnani 5). Leanwashing is how companies are creating messages, marketing activities to show that their company is trying to solve the obesity crisis, when in fact they are trying to move the audience in seeing that it’s not the companies fault but the consumers fault. The research that Aneel Karania performed is that the food industry’s messages on obesity is not related to diet but exercise instead (15). The goal of the food industry with these messages is to misinform the people in that it’s not the food you’re eating that makes you obese, it’s you not doing anything that makes you obese. This is such a controversial subject that Michelle Obama spoke about in March 2010 and said, “We need you not just to tweak around the edges but to entirely rethink the products that you are offering, the information that you provide about these products and