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Case Study: Cultural Norms, Fair & Lovely, and Advertising

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Case Study: Cultural Norms, Fair & Lovely, and Advertising
Case Study Analysis: 2.2
Cultural Norms, Fair & Lovely, and Advertising.

Christopher A. Osuoha
July 2, 2012

MKTG 5330
International Marketing

Instructor
Dr. Gilbert J. Werema
Associate Professor of Marketing

Wayland Baptist University

Table of Content 1.0 Introduction 2.0 Questions & Analysis
2.1 Is it ethical to sell products that are mildly effective?
2.2 Is it ethical to exploit cultural norms and value to promote a product? 2.3 Is the advertisement of Fair & Lovely demeaning to women, or is promoting fairness cream in a way not too dissimilar from how most cosmetics are promoted?
2.4 Will HLL’s Fair & Lovely Foundation be enough to counter charges made by AIDWA?
2.5 In light of AIDWA charges, how would you suggest Fair & Lovely promotes its products? Would your response be different if Forever continues to use “fairness” as a theme of its promotion?
2.6 Propose a promotion/marketing program that will counter all the argument and charges against Fair & Lovely and be an effective program?
2.7 Now that a male market for fairness cream exist, is the strength of AIDWA‘s argument Weakened?
2.8 Comment on using “Shakti Ammas” to introduce “fairness cream to masses” in the light of AIDWA’s charges? 3.0 Summary 4.0 Reference

1.0 Introduction This case study analysis focuses on misplacement of cultural imperatives by mounting unethical advertisement campaign by two Indian package mass consumption companies - Hindustan Lever Ltd and CavinKare Ltd. The development of revolutionary skin lightening technology brand; Fair & lovely by Hindustan Lever Ltd opened up a new chapter on application of unethical promotional strategy to generate large volume of sale and maintain market leadership position in India skin care industry. Hindustan Lever Ltd (HLL) holds 90% market share of the skin care industry but when CavinKare Ltd
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