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Cultural Norms, Fair & Lovely

Group name: The Marketers

Section: 2

Instructor: Bhn

Group members:

Redwan Mustafiz Sharid 0820 437 030

Hummaira Hossain 083 515 030

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Question 1: Is it ethical to sell a product that is atbest only mildly effective? Discuss

Ethical from a managers point of view because it isfocusing on the fulfillment of the psychological needsof the consumer.

But it is unethical because after understanding thefact consumers will stop using it. In the long runcompany will loose loyal customers.

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In order to say the selling of the product ethical we

need to make a little change in the product by using

honesty and transparency. We can write in theproducts package that it is mildly effective (like a

cigarettes package ) and can consider the consumers

as young responsible adults.

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Question2: Is it ethical to exploit cultural normsand values to promote a product? Discuss

Used psychographic segmentation which is based oncultural norms and suits the product best. So it is notunethical.

It is not ethical to exploit cultural norms and values to,

promote the product as the cultural norms and valuesplays an integral part in promoting the product .Humandignity should not be harmed when promoting usingculturul norms

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Question 3: Is the advertising of Fair & Lovelydemeaning to women or is it portraying a

product not too dissimilar to cosmetics in

general?

Yes it is demeaning to woman because it is showing

son preference

No, the product is not similar to other cosmeticsbecause they are representing it as an achievement

not solution to a problem

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Question 4: Will HLLs Fair & Lovely Foundationcounter charges made by AIDWA ? Discuss

No, they wont. The reason of the charge was that :1 )

The ad were racist (2 ) They were promoting son

preference ( 3 ) They were insulting working woman

By establishing the fair & lovely foundation they onlytried to improve their image but never denied the

claims which was clear to all

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Question 5: In light of AIDWAs charges, howwould you suggest Fair & Lovely promote

their products? Discuss. Would your response

be different if Fairever continues to use

fairness as a theme of their promotion?

Discuss

They should change their advertising strategy.

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skin

Instead of showing fairness they should show

a glowing skin because dermatologist have

already proved that it can give only a glowing

skin at best. Otherwise if their product could

originally make black peoples white then it

would get maximum popularity in Africa andthe result would be something like the photo

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My response will not be different if Fairever

continues to use fairness for promotion. The

reason can be clear by looking at the graph.

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The most larger part of the graph is

representing Fair and Lovely so it has a huge

market share. So fairever as a small company

will not hesitate to take the risk but Fair and

lovely will. So they should not use fairness for

promotion animore.

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Thank you