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Ethics & Ethical Dilemmas in Marketing
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- 2. What is Ethical Marketing? Image viaWorld Fair Trade Organization 1. Adhere to core ethics principles: • Integrity • Humility • Honesty 2. Benefit socially responsible or environmental causes 3. Ethical marketing isn’t a strategy; it’s a philosophy
- 3. What is an Ethical Dilemma? Anethical dilemma (ethical paradox or moral dilemma) is a problem in the decision-making process between two possible options, neither of which is absolutely acceptable from an ethical perspective.
- 4. Ethical Dilemmas in Marketing SHOULD YOU RECALLYOUR PRODUCT? 01 HOW FAR CAN YOU GO IN STEALTH MARKETING? 02 CAN YOU SELL CUSTOMER INFORMATION? 03 04 WHAT IS COMPETITIVE MARKETING STRATEGY?
- 5. Should you recall your product? Yourteam comes up with three options: 1. Do nothing 2. Pull the products from grocery stores citywide and destroy them 3. Pull and destroy the product worldwide 01 Let’s assume YOU founded a company that manufactures meatless burgers
- 6. Case study: Johnson & Johnson •Seven people died and sales dropped • Destroyed an estimated 32 million bottles of Tylenol valued at 250 million in today’s dollars • Leader in tamper-resistant packaging TYLENOL POISIONING 1982
- 7. Takata Airbags • Most infamouscar recall in history • Across 12 vehicles • 100 million vehicles have been recalled • 17 fatalities and more than 200 injuries
- 8. Stealth marketing isanchored on the premise that word of mouth remains the most effective form of promotion and that peer group recommendation is the ultimate marketing weapon. Stealth marketing campaigns help marketers to cut through the clutter of traditional advertising. Brand managers looking to move beyond the traditional reliance on 30- second TV commercials should explore the feasibility of using stealth marketing techniques. . What is Stealth Marketing? 02
- 9. Different types ofStealth Marketing techniques Brand Pushers Celebrity Marketing Marketing in video games Marketing in music videos product Placement
- 10. Brand Pushers Brand pushersare hired actors and actresses who approach unsuspecting people in real-life situations by personally slipping commercial messages in trendy bars, music stores, and tourist hot spots. Types of Stealth Marketing techniques
- 11. Celebrity Marketing Celebrity endorsements becomeunethical when hired celebrities do not disclose their financial arrangements.
- 12. Marketing in VideoGames A study found that gamers recalled 25%-30% of the brands directly after game-play and about 10%-15% at a 5 month delay. EXAMPLE: Electronic Arts, one of the world’s biggest producers of video games, paid millions of dollars to the National Football League for its “Madden Football” game series.
- 13. Marketing in Pop andRap Music Fevicol se: Fevicol evidently benefited from the usage of the brand name in the popular song ‘Fevicol se’ featuring Salman Khan with Kareena Kapoor.
- 14. Product Placement 1. Strangerthings - Coke 2. Top Gun- Ray-ban 3. Transformers: The age of Extinction
- 15. Product Placement 4. 2States- Sunsilk 6. Dhoom- BMW 5. Yeh Jawani hai Deewani- Make My Trip
- 16. Product Placement 7. Haseetoh Phasee- Kurkure 8. The Matrix- Nokia 9. Game of Thrones- Starbucks
- 17. What is Competitive MarketingStrategy? • Long-term action plan of firms so as to gain a competitive advantage over its rivals in the industry • If executed well, helps generate social media engagement and create organic PR 03
- 18. CanYou Sell Customer Information? SCENARIO Should youmake the sale? Do you even have the right to use that information in house? 04 CASE STUDY Using consumer information is a privacy and fairness issue if not a legal one. PLAN OF ACTION You put together a group to create a policy about the acceptable ways to use information consumers share with you.
- 19. Recent Cases TICKETMASTER: $10MILLION In January 2021, the US ticketing firm agreed to pay a $10 million criminal fine. GOOGLE: $7.5 MILLION 2020 saw Google agree to pay $7.5 million to resolve a class-action lawsuit over two Google+ incidents.
- 20. Possible Solutions to EthicalDilemmas 01 Take Ethical Practices Seriously 02 Encourage Transparency 03 Create the Right Company Culture 04 Put Value In Leadership 02 03 04
- 21. What are Ethical issues inMarketing? • They stem from conflicts and disagreements • We will discuss marketing issues by using the Marketing Mix Marketing Mix Product Pricing Place Promotion Packaging
- 22. 1. Pricing • Pricefixing • Bid rigging • Price discrimination • Price skimming
- 23. 2. Product • Companiesend up adopting practices that benefit the company but are harmful for the users • Product counterfeiting • Product liability • Environment friendly products
- 24. 3. Place • Distributionof product/service from manufacturer to consumer • Selling of expired products • False shipment dates
- 25. 4. Packaging • Expirationdate and any message of caution • Proper product description • Environment friendly packaging
- 26. • Persuade targetaudiences and generate sales and increase demand • Improbable guarantee • Dishonesty • Disregard of health and safety 5. Promotion
- 27. 6.Sales and personal service Unequal treatmentof customers 01 Deceptive salesperson practices 02 Unresponsiveness to customer complaints 03
- 28. 7. Customer Management andDatabases Information misuse- Collecting customer data and selling them without customer's consent or even knowledge 01 Invasion of privacy of customer information- CAN-SPAM Act, 2003 02 03 Binding customers with convoluted and confusing contracts
- 29. 8. Marketing Communications Planned Product obsolescence 01 Product adulteration/imitation 0203 Same price and quality under the garb of "New and Improved"
- 30. 9. Marketing Research Manipulating researchtechniques to produce desirable findings Gathering Fictional/Falsifying research data
- 31. Ethical Pricing Issuesto Avoid • Price fixing • False Advertising • Price Discrimination • Yo-Yo Pricing
- 32. Webliography • https://smallbusinessify.com/ethical-dilemmas-in-business/ • https://www.csoonline.com/article/3410278/the-biggest-data-breach-fines-penalties-and- settlements-so-far.html •https://www.caranddriver.com/news/a14499263/massive-takata-airbag-recall-everything-you- need-to-know-including-full-list-of-affected-vehicles/ • https://www.monster.com/career-advice/article/ethics-in-marketing
- 33. Group No. 2 ThankYou S.NONAME ROLL NO. 1 ANUSHKA GHOSH A018 2 ARUNIMA GHOSH A017 3 SHRENIK SHAH A039 4 MITALI PARIHAR A032 5 HEET CHHEDA A012