This document compares ethical and unethical marketing. It defines ethical marketing as using truth to build customer relationships and create value for stakeholders, while unethical marketing uses falsehoods or fails to provide useful product information. Amul is provided as an example of ethical marketing through inclusive products at affordable prices. Unethical practices discussed include surrogate advertising, puffery, and using children or exaggerated claims. Speak Asia is analyzed as an unethical marketing example through false promises, targeting emotions, and lack of evidence of funds. The document concludes ethical advertising is important and should be controlled, but advertising itself is not unethical if done morally and ethically.

1. ETHICAL MARKETING
Vs.
UNETHICAL MARKETING
Presented by: Sonal Kushwaha
Sailee Pange
Sagar Kale
Pooja Tiwari
Upendra Vora
Jafar Batliwala

2. WHAT IS THE DIFFERENCE BETWEEN
ETHICAL & UNETHICAL MARKETING?
Ethical marketing
• Ethical advertising uses
truth to deceive the
public
• For e.g: Tata Group,
Amul etc.
Unethical marketing
• Unethical advertising
uses falsehoods to
deceive the public
• For e.g.: Speak Asia, KFC
etc.

3. MEANING OF ETHICAL & UNETHICAL
ETHICAL MARKETING:
Is a process through which companies generate customer interests in
product/services, build strong customer interests/relationships, and
create value for all stakeholders by incorporating social & environmental
consideration in products & promotion.
UNETHICAL MARKETING:
Advertisement is considered unethical in the following situations;
• When it has degraded or underestimated the substitute or rival's product.
• When it gives false or misleading information on the value of the product.
• When it fails to give useful information on the possible reaction or side
effects of the product. And
• When it is immoral.

5.  AMUL (ANAND MILK UNION LIMITED) i.e.
AMULYA
 Formed in 1946 by Dr. Verghese Kurien, is a diary
cooperative movement in india.
 A brand name managed by Gujarat Cooperative
Milk Marketing Federation (GCMMF).
 Amul Company is the largest producer of milk &
milk products in the world.

6. For Kids
For women
For youth
For calorie
conscious
For Health
conscious

7.  Amul never forgot its “primary customer”
- Amul collects 447,000 ltrs of milk from 2.12 million
farmers (many illiterate)
 Product for youth
- Amul launched Chocolate milk under brand
name of ‘Amul Kool Koko’ targeting the youth
 Product for diabetic people
- India’s First Pro-Biotic Wellness Ice cream &
Sugar Free Delights For Diabetics

8.  Product for the health conscious
- Amul Launched “low fat, low cholesterol
bread spreads”
 Product for the price sensitive India
- Low Priced Amul Ice Creams and affordable ‘sagar’
whitener
 Product for the urban class
- Amul launched emmental, gouda and pizza mozzarella
cheese

11.  Surrogate advertisement
 Puffery
 Exaggeration
 Unverified claims
 Women stereotyping
 Women used as sex symbols
for promoting products
 Comparative advertisements
 Use of children in advertising
 False claims

13. Invest
Rs. 11000 Weekly two survey
1 week Rs. 1000
1 month Rs. 4000
1 year Rs. 52000

14.  Fantastic business plan by a group of people
where you can earn money by filling up a 10
question online survey.
 False claim that Speak Asia has tied up with big
FMCG companies for these surveys.
 Speciality panel through presentations &
advertising on Special interest sites.

15. Advertisement between IPL breaks
Special shows in channels like Imagine TV
Modus operandi : Pay back in the first round
so that more number of people get attracted
and in second round loot the money.
 No money in company’s account- No
evidence-Deposits in the countries where
tax laws are not stringent.

16. False claim
False promise
Marketing using people’s emotions
Fake addresses
Targeted heavy internet users i.e. Youth of
India

17. Ethical advertising is really important.
Somebody must control unethical advertising.
ADVERTISING ISN’T UNETHICAL IF IT’S DONE IN
RIGHT WAY IN TERMS OF MORALITY AND
ETHICS!!!

18. THANK YOU!