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    Demarketing Soda in New York City

    Quelch, John A. ; Rodriguez, Margaret ; Knoop, Carin-Isabel ; Snively, Christine

    • Reference: HBS-514003-E

    • Year: 2012

    • Number of pages: 24

    • Geographic Setting: New York

    • Publication Date: Oct 17, 2013

    • Fecha de edición: Jun 20, 2014

    • Source: HBSP (USA)

    • Type of Document: Case

    • Industry Setting: Beverages;Baby food;Food & Beverage;Hospital administration;Food

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    Description

    To maximize their effectiveness, color cases should be printed in color. In 2013, New York City Mayor Michael Bloomberg tried and failed to institute a ban on serving sizes of large sugary beverages. Obesity posed a large public health risk to the city. Mayor Bloomberg's proposed ban was one of many attempts to combat the rising threat of obesity. The case discusses the efficacy of the proposed ban on large soda serving sizes in the context of the other anti-obesity initiatives crafted by Bloomberg's administration.

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    Keywords

    Advertising Affirmative action Business & government relations Business ethics Cause marketing Execution Health Marketing Marketing strategy Public health Strategy