CASE STUDY - RJ Puntoni, Chris Waslin, Michael Rooney...

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RJ Puntoni, Chris Waslin, Michael Rooney Marketing Professor Lerra Vitango Case Study Which of the textbook’s criticisms of marketing’s impact on consumers, if any, are found in the cases of Vitango and Nutristar? Although it may appear that both Coca-Cola and Procter and Gamble are attempting to rid the world of malnutrition with vitamin-enriched liquids such as Vitango and Nutristar, both companies are still for-profit and are just trying to get a head start in this possible up and coming market throughout Africa and Central America. By developing these products that are aimed at less fortunate people, the companies are trying to gain a foothold in these areas for future sales of other products. The plan is that consumers will remember Coca-Cola and Procter and Gamble for their past generous efforts and continue to be loyal consumers. Hopefully this brand association will be enough for the companies to become a market leader. Unfortunately for these people, the businesses may not have the purest intentions to rid malnutrition. By just giving the people fortified beverages and promising “taller, stronger, and smarter kids,” they might not understand that these drinks are only to supplement a normal diet; not replace it. These companies are not educating their consumers in these poor nations about nutritional values and
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This note was uploaded on 03/28/2008 for the course MIS 301 taught by Professor Zack during the Spring '08 term at Northeastern.

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CASE STUDY - RJ Puntoni, Chris Waslin, Michael Rooney...

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