Unilever’s Skin Research Centre unlocks nature’s fairness secrets to create new Fair & Lovely. Fair & Lovely‚ the largest-selling skin whitening cream in the world‚ is certainly doing well. Launched in 1978‚ it holds a commanding 50-70 per cent share of the skin whitening market in India‚ a market that is valued at over Rs 1‚200 core (Rs 12 billion) and growing at 10-15 per cent per annum. HLL christened Fair & Lovely as one of its six “mega brands” and has successfully launched new product formulations
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The main issues encountered in the case to be discussed deal with ethics‚ discrimination‚ promotion and cultural values. In this case‚ an Indian company‚ Hindustan Lever LTD‚ launched a promotion campaign that relates fairness with success in a country where the color of your skin has a social meaning. By doing so‚ the company was explicitly saying that dark skinned people couldn’t be successful neither in their professional nor in their private lives. Even if this conception is or was part of the
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this woman may not be alone in this. So it is not fair for her since she bought it for eight long years like she has been loyal to the brand. 2. Is it ethical to exploit cultural norms and values to promote a product? Discuss. No‚ it is not ethical to exploit cultural norms and values to promote a product. There is no way to do it if you do not match their cultural norms and values. Consumers will not buy the products that do not fit their norms and values. All India Women’s Democratic Association
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case: - cultural norms‚ Fair and lovely and advertising According to my opinion its is not ethical to sell the product that is at best‚ only mild effective because at a spur of the moment the consumer one feel it is the best but as the time goes on one understands the difference and realizes that their trust and loyalty with implicit understanding have been impeached and this may affect the brand in certain ways like pricing‚ promotion and may be distribution. The product fair and lovely lightens
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to you) Logo Brand ambassador Marketing or advertising strategies Q 1. SWOT Analysis – Fair & Lovely Strengths 1. Market leader in skin-whitening segment • 9th most trusted brand in India (economic times survey 2010) • Around 50 % market share in 1000 Crore market 2. HUL has the deepest distribution network among FMCG companies. 3. Brand Positioning in line with Indian sentiments – “ A fair skin is like education‚ regarded as a social and economic
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important aspect of every business activity‚ although the term has meant different things at different times in different lands to different people. Nonetheless‚ as ethical concerns are an inseparable element of business‚ advertising can not ignore them. Sadly‚ the advertising industry has rarely cared to look beyond immediate marketing objectives. Telling the truth seems like a pretty basic ethical standard. The argument in the industry is that it is the government’s job to judge what is right
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IMBB Subscribe Fair & Lovely Multi Vitamin Cream Review by Punam on July 1‚ 2010 · 43 comments Fair & Lovely Multi Vitamin Cream Hi Girls‚ here is my second review on The Very famous and widely used Product “Fair & Lovely”. If you are regularly using it then you definitely fall in love with it. Actually I was searching for the Review of Fair & Lovely on IMBB‚ I thought somebody must have already written but strange nobody has written about Fair & Lovely. So I thought Let me have
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“Cultural Norms” By: Tiffany Rushing Cultural norms are behavior patterns that are typical of specific groups. (North Central Regional Educational Laboratory) We have cultural norms due to how we do things as a country‚ the community we live in‚ and how our families do things. We learn at very young ages what is considered normal‚ which is what a cultural norm is. One of our country’s cultural norms is the emphasis on promptness
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Cultural norm - “The term ’culture’ refers to attitudes and patterns of behavior in a given group. ’Norm’ refers to attitudes and behaviors that are considered normal‚ typical or average within that group.” (“Cultural norms: Definition & values - video & lesson transcript‚” 2003) After watching Ted speeches‚ I was shocked as to why I haven’t watched Ted Talks yet ! Listening to the different cultural norms‚ and stereotyping these women went through was interesting; and very much true as I was brought
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ase Study: Cultural Norms‚ Fair & Lovely‚ And Advertisin I consider they are doing a terrific job; but again even when they reworked the advertising message‚ ¨advertising focus is now on the message that lighter skin enables women to obtain job conventionally held by men¨. The idea is still unconsciously there (success based on skin color). AIDWA and other campaigns will persist on their attempts to remove the product. As I said before‚ I think ads should be explaining what the product is about
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