Food Branding Strategies & Children’s Healthy Eating Habits / Léa AUCHERE / 2023

Titre : Food Branding Strategies & Children’s Healthy Eating Habits Type de document : Mémoire Auteurs : Léa AUCHERE, Auteur Année de publication : 2023 Importance : 39p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Français (fre) Langues originales : Anglais (eng) Mots-clés : Management MARKETING ACHAT ; ENFANT ; SANTE Résumé : Obesity and all the childhood pathologies linked to poor eating habits are major public health problems worldwide. Yet, despite the alarming public health situation, too few food companies have implemented genuine marketing strategies to revive consumer interest in healthy products. While there is someresearch on the influence of food marketing on children's food choices, the focus on branding strategies and their impact on the development of healthy eating habits in children aged 0-10 is relatively under-researched. Thus, the ethical implications of food companies' branding strategies and their impact on children's dietary education and health are crucial factors to consider when examining the extent to which marketing, and more specifically branding strategies, can influence them to turn away from junk food towards a healthy, balanced lifestyle. This paper therefore looked at the extent to which the branding strategies of agri-food companies help to improve the development of healthy eating habits in children aged 0-10. The qualitative study revealed that the brand strategies on which companies needed to focus mainly concerned product strategy and promotion policy. This will not only ensure transparency and credibility for companies promoting nutritious foods but will also help to increase brand trust and consequently brand loyalty among parents and children. Besides, minimizing price and space can be an additional differentiatingfactor, even if this means adopting competitive pricing strategies for low-income groups or extending their distribution methods. Furthermore, it has been shown that thinking in terms of both the product and the customer, considering companies on the one hand and the 'consumer' factor on the other, guarantees a competitive advantage. Companies are showing that they can build a more constructive and lasting relationship with the brand by adapting to the specific needs of children. The subject therefore highlights an interdisciplinary approach, drawing on fields such as marketing, psychology, nutrition, and health. It allows us to explore the complex interactions between the brand, parental influences, and societal factors, making the research more comprehensive and holistic. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581927