The document discusses marketing ethics and corporate social responsibility. It provides examples of ethical marketing practices by companies like ITC, Nirma, Himalaya, Parle and Procter & Gamble. These companies implement social and environmental initiatives. The document also discusses unethical practices of companies like Coca-Cola, Fair & Lovely, Cadbury, Nestle and PepsiCo related to misleading advertising, exploitation, environmental damage and unfair trade. It concludes that while companies have a responsibility to society, some prioritize profits over ethics.

1. BY :
GOKILAMANI T.

2. MARKETING ETHICS:
 Ethics refers to the moral principles or values that
generally govern the conduct of an individual or a
group.
 Marketing ethics is an area of applied ethics which
deals with the moral principles behind the operation
and regulation of marketing.

3. ETHICAL MARKETING:
 Ethical marketing refers to the application of marketing
ethics into the marketing process
 Marketing ethics has the potential to benefit society as
a whole, both in the short- and long-term.
 Marketing ethics has influenced companies and their
response is to market their products in a more socially
responsible way.
 The increasing trend of fair trade is an example of the
impact of ethical marketing.
 Ethical marketing should not be confused with
government regulations brought into force to improve
consumer welfare

4. Marketing ethics includes…
Marketing
effectiveness
Market
research
Market
segmentation
Marketing
strategy
Marketing
management
Market
dominance

5. SOCIAL RESPONSIBILITY:
 Social responsibility is an ethical framework which
suggests that an entity, be it
an organization or individual, has an obligation to act
for the benefit of society at large.
 Social responsibility is a duty every individual has to
perform so as to maintain a balance between the
economy and the ecosystems.
 Corporate Social Responsibility is a management
concept whereby companies integrate social and
environmental concerns in their business operations
and interactions with their stakeholders

6. INDUSTRIES:
 ITC
 NIRMA
 HIMALAYA
 PARLE
 PROCTOR & GAMBLE

7. ITC – PRODUCTS:
 Cigarettes
 FoodsLifestyle apparel
 Personal care products
 Stationery
 Safety Matches and Agarbattis
 Paperboard
 Packaging and Printing
 Information Technology
 Hotels

8. ITC’S SOCIAL RESPONSIBILITY:
ENVIRONMENT:
 Carbon Positive : 9 Consecutive years
 Water Positive : 12 years in a row
 Solid Waste Recycling Positive : for the last 7 years
 Soil & Moisture conservation to 1,49,000 hectares
 ITC’s Watershed Development initiative brings
precious water to 1,49,000 hectares of moisture-
stressed areas

10. ITC….
SOCIAL:
 Strengthening the Agri production base of nearly 4 lakh farmers
 ITC’s Primary Education initiative has educated over 3,00,000
children
 ITC’s globally acknowledged e-Choupal initiative is the
world’s largest rural digital infrastructure benefitting over 4
million farmers
 ITC’s Women’s Empowerment initiative has created nearly
40,000 sustainable livelihoods
 ITC’s Livestock Development initiative has provided animal
husbandry services to over 10,00,000 milch animals
 ITC’s Social and Farm Forestry initiative has generated over
70 million person-days of employment Economic S

11. NIRMA:
 Nirma is a customer-focused company committed to consistently offer
better quality products and services that maximise value to the customer
 .This customer-centric philosophy has been well emphasised at Nirma
through:
 Continuously exploring & developing new products & processes.
 Laying emphasis on cost effectiveness.
 Maintaining effective Quality Management System.
 Complying with safety, environment and social obligations.
 Imparting training to all involved on a continuous basis.
 Teamwork and active participation all around.
 Demonstrating belongingness and exemplary
behaviour towards organisation, its goals and
objectives.

12. NIRMA – SOCIAL RESPONSIBILITY:
 Nirma's vision visualises itself as a vibrant, pro-active and
widely admired, ethical corporate citizen.
 Nirma believes, that exemplary achievements on the business
points are not enough in the making of a good corporate citizen.
 In fulfilment of this role as a responsible part of the society and
environment in which one operates, Nirma has undertaken a host
of activities in the educational and social development areas.
 Realising the significant role of education - especially technical
and managerial in socio-economic development of the nation,
Nirma played a vital role by establishing the Nirma Education
& Research Foundation (NERF) in 1994.
 Nirma Memorial Trust and Nirma Foundation - Nirma
Memorial Trust looks after deprived women in Gujarat

13. HIMALAYA :-
 Himalaya brand is synonymous with safe and efficacious
herbal products. Starting off operations in Dehradun way back
in the 1930s, the company later spread its wings to Mumbai
and across the country.
 In 1975, the company set up an advanced manufacturing
facility in Makali, Bangalore, India. In 1991, the company
relocated its R&D facility to Bangalore.
 Operating in over 90 countries,Himalaya products are
prescribed by 400,000 doctors worldwide, and millions of
customers trust for their health and personal care needs.
 Himalaya Global Holdings Ltd. (HGH) is the parent of all
Himalaya subsidiaries.

14. HIMALAYA POLICIES AND
PRODUCTS:
 POLICIES:
 Integrity
 Accountability
 Fairness
 Transparency
 Innovation
 PRODUCTS:
 Pharmaceuticals
 Skin care
 Animal care
 Baby care
 Nutrition and health care

15. HIMALAYA SOCIAL
RESPONSIBILITY:
 Himalaya has received the ISO 14001:2004 certification, the
most recognized global standard for excellence in
environmental management.
 Himalaya is working with the local prison authorities in the
states of Karnataka and Andhra Pradesh in India, to
rehabilitate inmates.
 To make greener products, Himalaya has reduced the amount
of packaging materials used so less waste is generated.
 All types of waste generated are properly segregated and
systematically handled.
 Energy saving initiatives have helped in reducing carbon
emissions by 128,366 kilograms thus far.

16. HIMALAYA
SOCIAL
RESPONSIBILITIES

17. PARLE:
 Parle Products has been India's largest manufacturer of biscuits and
confectionery for almost 80 years.
 Makers of the world's largest selling biscuit, Parle-G, and a host of other
very popular brands, the Parle name symbolizes quality, nutrition and great
taste.
 Many of the Parle products - biscuits or confectioneries, are market leaders
in their category and have won acclaim at the Monde Selection, since
1971.
 While to the consumers it's a beacon of faith and trust, competitors look
upon Parle as an example of marketing brilliance.

18. PARLE- SOCIAL RESPONSIBILITY:
 Parle Centre of Excellence has been keenly involved in the promotion of
programmes to facilitate the all-round development of children.
 Parle Saraswati Vandana, one of its initiatives, is an inter-school contest
based on the Saraswati Puja celebrations. It gives the children an
opportunity to exhibit their creative skills and makes the celebrations even
more special in the process.
 Interaction and distribution of gifts to children from Mother Teresa
Foundation.
 Distribution of stationery and notes to students.
 Interaction and donation of items to Home for Aged Women.
 Donation of stationery to children from 12 Gram Panchayat Schools.
 Empowering women by teaching them new skills.
 Tree plantation drive for students.

19. PROCTOR & GAMBLE:
 Procter & Gamble Co., also known as P&G, is an
American multinational consumer goodscompany
headquartered in downtown Cincinnati , Ohio, United States,
founded by William Procter and James Gamble, both from the
United Kingdom.
 Its products include cleaning agents, and personal
care products. Prior to the sale of Pringlesto the Kellogg
Company its product line included foods and beverages.

20. P&G SOCIAL RESPONSIBILITY:
 Ultimate goal is to completely eliminate animal testing.
 No deforestation in sourcing of palm oil, palm kernel oil, and
derivatives.
 Continually strives to improve the environmental quality of its
products, packaging, and operations around the world.
 P&G’s Parivartan (Transformation) Program has been protecting
millions of adolescent girls in India from getting trapped in
traditional practices of using unhygienic cloth for sanitary
protection, by providing timely menstrual education.
 Shiksha aims to build the educational future of India ‘Brick – by
– Brick’ by addressing the need for better educational
infrastructure and building the tangible asset of schools.

21. UNETHICAL MARKETING:
 Misleading advertising
 Exploitation
 Tax loopholes
 Overbilling
 Dumping toxins

22. COCA- COLA:
 Coca-Cola bottling plant in Kala Dera continues
extracts the most water, making already existing
water shortages even worse.
 Coca-Cola started rainwater harvesting to overcome
response to the growing campaigns against its water
mismanagement.
 Coca-Cola was bluffing people with its rainwater
harvesting.
 For farmers, loss of groundwater translated directly
into loss of income.
 For many children it meant leaving schools to provide a much
needed helping hand in household since the women had additional
burdens.

23. FAIR AND LOVELY:
 A recent research by Electronic Journal of Business
Ethics and Organization Studies has revealed that
fairness cream sellers overstate product benefits.
 Illiterate and poor segment of our society actually
buys their false and misleading statements.These
creams play with customers‟ emotions.
 Contain ingredients such as steroids, bleaching
agents,mercury and many more harmful products.
 According to a research, these creams can lighten the
skin colour up to 20% but not more than that.

24. CADBURY:
 No transparency on some cocoa sourcing – unfair
trade practice
 No public timetabled commitment for future cocoa
sourcing Acknowledges the use of child labour in the
industries
 Fined for 'anti-competitive' behaviour – In March
2011 Kraft Foods, were fined US$53.2m for illegally
sharing 'competition-relevant information' by
German competition authorities.

25. CADBURY:
 Price fixing - In Feb 2013 eleven chocolate companies
including Nestle and Kraft were fined over $60m ($82m)
for colluding to raise chocolate prices in Germany, while
price fixing investigations continue in the US and
Canada.
 Unethical marketing policies like showing use of cocoa
butter instead of palm oil - as harvesting palm oil
involves removing palm tree in a forest area which could
house wildlife animals which renders them homeless.
 This shows that Cadbury had neglected the welfare of
animals just for the sake of cutting cost in their
manufacturing

26. NESTLE:
 Promoting infant formula with misleading and harmful
strategies that violate the International Code of Marketing of
Breast milk Substitutes and put babies at risk.
 Using suppliers that violate human rights (e.g. purchasingmilk
from Mugabe, buying cocoa from suppliers that uses child
slaves) and destroy the environment (e.g. palm oilfrom
rainforest).
 Price fixing - In Feb 2013 Nestle was fined over $60m for
colluding to raise chocolate prices in Germany, while price
fixing investigations continue in the US and Canada.

27. PEPSICO:
 PepsiCo is on a fast track to manufacture an image of itself as a
global leader in water conservation, and PepsiCo's claims of
returning more water than they use is a public relations exercise
by the company to blunt the growing and real criticism of its
water management practices in India and elsewhere
 Claimed it had achieved“positive water balance” in India.
 When questioned by The India Resource Centre in 2010,they
were provided with an audit conducted by DeloitteTouché
Tohmatsu India Pvt Ltd, based on 2009 figures provided
primarily by PepsiCo, and released in 2010.
 PepsiCo's claims on water in India are designed primarily to
manage the business and reputational risks that the company
faces with regard to its water usage in India and globally.

28. CONCLUSION:
It is clear that advertising and price policies
seem to be the most areas in which an unethical practices
may often occur. One lesson that we should understand is
that most companies seem to be engaged in unethical
practices and can therefore misleading the consumer. Many
firms even they are assigned to behave ethically but their
practices show irregularities and frauds. Many companies
believe they have a responsibility to "give back" to society.
This focus includes contributions of time and money, a duty
to provide environmentally friendly products and services,
and a desire to improve the lives of individuals here and
around the globe. Such socially responsible companies see
to it that this "consciousness" permeates everything they
do.