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1. Is it ethical to sell a product that is, at best, only mildly effective? Discuss. Product? Discuss.
ANS: Selling a product that at its best mildly works is ethical because the product does work. The issue that persons are having is that it varies in effectiveness per person.
2. Is it ethical to exploit cultural norms and values to promote a product? Discuss.
ANS: I believe that is it perfectly correct to exploit culturally values norms. Marketers depend on cultural values and norms to market products. It is through the understanding of the markets culture and values that companies better understand the customers’ needs.
3. Is the advertising of Fair & Lovely demeaning to women, or is it promoting the fairness cream in a way not too dissimilar from how most cosmetics are promoted?
ANS: Fair and lovely has taken advantage f the position that cosmetic companies promote. Cosmetic companies promote that women are imperfect and perfection can be achieved through their products. Fair and lovely has epitomized this through their campaigns
4. Will HLL’s Fair & Lovely Foundation be enough to counter charges made by AIDWA? Discuss.
ANS: The product still has acceptance in the Indian market so it may be that the foundation has been effective. The foundation also does a great job in countering the believe that the product demeans women by empowering them.
5. In light of AIDWA’s charges, how would you suggest Fair & Lovely promote its product? Discuss. Would your response be different if Fairever continued to use “fairness” as a theme of its promotion? Discuss.
ANS: In light of AIDWA’s response I recommend that Fair & Lovely promote the product without using fairness as the theme. If they do continue to use fairness as a campaign they should alter the perception of fairness as not being light skinned but representing toned and healthy skin.
6. Propose a promotion/marketing program that will counter all the arguments and charges against Fair &
ANS: Selling a product that at its best mildly works is ethical because the product does work. The issue that persons are having is that it varies in effectiveness per person.
2. Is it ethical to exploit cultural norms and values to promote a product? Discuss.
ANS: I believe that is it perfectly correct to exploit culturally values norms. Marketers depend on cultural values and norms to market products. It is through the understanding of the markets culture and values that companies better understand the customers’ needs.
3. Is the advertising of Fair & Lovely demeaning to women, or is it promoting the fairness cream in a way not too dissimilar from how most cosmetics are promoted?
ANS: Fair and lovely has taken advantage f the position that cosmetic companies promote. Cosmetic companies promote that women are imperfect and perfection can be achieved through their products. Fair and lovely has epitomized this through their campaigns
4. Will HLL’s Fair & Lovely Foundation be enough to counter charges made by AIDWA? Discuss.
ANS: The product still has acceptance in the Indian market so it may be that the foundation has been effective. The foundation also does a great job in countering the believe that the product demeans women by empowering them.
5. In light of AIDWA’s charges, how would you suggest Fair & Lovely promote its product? Discuss. Would your response be different if Fairever continued to use “fairness” as a theme of its promotion? Discuss.
ANS: In light of AIDWA’s response I recommend that Fair & Lovely promote the product without using fairness as the theme. If they do continue to use fairness as a campaign they should alter the perception of fairness as not being light skinned but representing toned and healthy skin.
6. Propose a promotion/marketing program that will counter all the arguments and charges against Fair &