Page 306 - International Marketing

308 International Marketing BRILLIANT’S

KRAFT Foods in the USA has taken a voluntary decision to stop
advertising food products which don't comply, with corporate health stan-
dards to children under the age of 11 years. KRAFT will not advertise
"Orea", "Chips Ahoy Cookies","Kool-Aid" and other snacks in communi-
cation channels primarily watched by childrens aged 6-11 years.
Rather KRAFT may focus on such advertisements bearing the
"KRAFT's New Sensible Solution" flag providing "Nutritional Crieteria".
Note: Attempt both questions:
(a) Critically discuss the case from International Marketing Communica-
tion precautions perspective considering above mentioned similar prod-
ucts.
(b) Provide suitable suggestions to overseas marketers/overseas
advertisers which can help companies as well as protect childrens
interests. NPP