Ethics In Marketing

Presented By Group No:XX

Group Members..
Madhavi Shirke- M6130 Manoj Swami- M6138 Bharati Sharma- M6131 Shraddha Palekar-M61XX Onkar Adarkar- M6178 Akshay Umbarkar- M6179

INTRODUCTION

MADHAVI SHIRKE M 6130

WHAT IS ETHICS?
Definition
Ethics is a branch of philosophy concerned with the study of what is good and bad

WHAT IS MARKETING?
Definition Marketing is the science and art of exploring, creating and delivering value to satisfy the needs of a target market at a profit. -Philip Kotler

CONCEPT OF ETHICAL MARKETING

Marketing ethics is an area that deals with the moral principles behind marketing.

Ethics in marketing applies to different spheres such as in product, pricing, Placing (Distribution), promotion & advertising etc...

WHY WE NEED ETHICS IN MARKETING?

Customers develops positive attitude
To create value

To create goodwill

CAUSE MARKETING
Cause marketing marketing refers to a type of marketing involving the cooperative efforts of a business and a non-profit organization. It differs from corporate giving(philanthropy). It benefits both the organization and NGO.

EXAMPLE
CRY is an NGO which implements cause related marketing in following ways:
Donating proceeds from the sale of product or service Providing a platform for CRY

E.g. Novartis India Ltd

E.g.Oberoi Hotels

Ethical Issues In Marketing

By using 4 Ps Of Marketing
By Manoj Swami M-6138

The Most Important Component Of Marketing. The Unethical Practices made on Products. How to be ethical?
Packaging- Important Constituent Of Product In Packaging Label information Packaging safety

PRODUCT- FIRST P OF MARKETING

PRICE: SECOND P OF MARKETING

Value Of the Product In terms Of Money

What dose Price Constitutes Of?

Things that must be taken care of while setting Price.

PROMOTION-THIRD P OF MARKETING
Link Between Producer And Consumer.
Majority Of Unethical Practices In Marketing made During Promotion. Unethical Practices Include: False Claims While Promotion.

Promotion Of Unhealthy Products.

CONTINUED
Degrading Competitors Product. Advertising with Adult Content. Providing Wrong Information To Consumers.

Distribution Of Product From Manufacturer To Consumers. Paying vendors to carry a firm's product rather than one of its competitors are also unethical. Products are moved in unsafe vehicles ,are also unethical.

PLACE- FOURTH P OF MARKETING (DISTRIBUTION)

The Companies Must Understand the Concept Of

Unethical Marketing Activities And Examples

bharati sharma M-6131

UNETHICAL MARKETING ACTIVITIES

Selling a sub par product or service Packaging and labeling

Deceptive and manipulative practice

Price discrimination

CONT..
Resale price maintenance Misleading advertisement Exploitation Spam

CONT..
Pushy sales tactics
Sugging

EXAMPLES
Combat commercials : PEPSODENT v/s COLGATE Pepsodent has tried to disparage Colgate by suppressing in the ad.

EXAMPLE
Ad of LISTERINE

Claims to kill millions of germs

but this is not true. Whats wrong with Nestle? Nestle holds 50% off

Breast milk substitute.

Shradhhas Title page

Onkars title Page

AND CONCLUSI ON
Akshay Umbarkar M-6179

NESTLES CASE STUDY

Nestl boycott The Nestl boycott is a boycott launched on July 7, 1977, in the United States against the Swiss-based Nestl corporation. It spread quickly throughout the United States, and expanded into Europe in the early 1980s In Canada, the controversy lasted from 1978 to 1984. Nestles promotion of breast milk substitutes (infant formula), Unnecessary suffering and even deaths of babies, largely among the poor.

JWT CASE STUDY

JWT is one of the largest advertising agencies in the United States

The now-infamous Ford Figo poster ads

JWT Entered Sexually Offensive Ford Ads in India's Top Awards Show GOA fest abby ad awards

EXAMPLE OF GOOD ETHICAL CONDUCT

Starbucks-working with coffee growers

Hybrid cars- reducing the use of

natural resource.

The Body shop- no testing on animals Woolworths- move to no plastic

CONCLUSION
oFalse and misleading presentation of facts. oDeliberate omitting of required information. oImplying a benefit that hardly exists. oTrade puffing and exaggerations