Treading on that Fine Line? - Caselets in Marketing Ethics
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Case Code : MKTG186
Case Length : 14 pages
Period : 2006-2008
Pub Date : 2008
Teaching Note :Not Available
Organization : Emami Ltd.; Pfizer Inc.; Facebook.
Industry : Fast Moving Consumer Goods; Pharmaceutical; Social Media.
Countries : India/ USA
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Caselet 1: Emami's Marketing of Men's Fairness Creams
"These products and their advertisements reinforce an old
Southeast Asian bias that you have to be fair to be beautiful... Sunscreens,
skin-whitening, fairness creams - they are all the same."1
- Prahlad Kakkar, Advertising Consultant and Ad Guru, in
"Everyone wants to look better. What's the
difference between a woman using lipstick, Europeans using skin-tan
lotion, and an Indian skin-lightening cream?"2
- Alyque Padamsee, Advertising Consultant and Ad
Guru, in 2007.
In 2007, leading Bollywood3 actor, Shahrukh Khan (Khan), was
roped in by Emami Ltd.4 (Emami) to endorse its fairness cream for men,
The ads renewed the smoldering debate on the ethics of skin-lightening products.
For most Indians, as for South Asians as a whole, a fair complexion has been a
much desired asset and their quest for a lighter skin had prompted many Fast
Moving Consumer Goods (FMCG) behemoths to venture into the business of
manufacturing and marketing skin-lightening products, such as fairness creams,
lotions, cold creams, and soaps...
Caselet 2: Pfizer's Marketing of Lipitor
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