Why Mead Johnson Nutrition Cannot Be a Leader in the Industry?

Topics: Marketing, Milk, Ethics Pages: 4 (929 words) Published: April 30, 2013
Why Mead Johnson Nutrition cannot be a leader in the industry?


According to the official website of Mead Johnson Nutrition (MJN), it has nearly 100 years for manufacturing nutritional products (MJN, 2013). Nowadays, it is one of the largest enterprises of manufacturing nutritional products. The milk powder product of MJN is comprehensive. It is provided for pregnant and lactating women, baby and children. Although it has a long history and experience for providing nutritional products, it still cannot be the leader of the industry. In my opinion, one of the major reasons is conducting the unethical marketing activities. In this essay, the ethical issue of marketing activities in MJN would be evaluated with the aid of AMA Code of Ethics and Rule Utilitarianism Principle.

Deceptive promotion

A cute child makes a handicraft using a heart-shaped pattern in the butterfly photo for presenting love for his mother in the class. This is a plot in the television commercial of Enfagrow - one of the Mead Johnson Nutrition products for infant (Figure1).People can watch it frequently on the day time television. This advertisement focuses on the higher level of Docosahexaenoic acid (DHA). It shows that more DHA can make children cleverer than others who have not intake more DHA. It flaunts more DHA is beneficial for the growth of brain.

According to the Code of Ethics published by the American Marketing Association (AMA), marketers have the responsibility for preventing the advertisement which is false and misleading in the area of promotions (AMA, 2003). Obviously, the marketer of MJN violates this rule and made a deceptive promotion. By using a smart and lovely children as well as the high level DHA, Enfagrow seems to be good for children to develop a smart brain. It also claims that Enfagrow has the highest content of DHA in the industry. Almost people think more and more good things means excellent. The marketer utilizes the weakness of people to...

References: American Marketing Association Code of Ethics (2003). AMA CODE OF
ETHICS. Retrieved March 24, 2013 from http://www.helleniccomserve.com/marketingcodeofethics.html
Gov.hk (2010). 香港便覽. Retrieved March 25, 2013 from
Mead Johnson Nutrition (Hong Kong) Ltd. (2013). 關於美贊臣 - 百年美贊
臣 | 香港美贊臣. Retrieved March 23, 2013 from http://www.meadjohnson.com.hk/meadjohnson/history.php
Sharpdaily.hk (2013). Sharp Daily 爽報- 20130129 - 奶粉亂溝營養素冇王
管 為BB補腦隨時損健康. Retrieved March 24, 2013 from http://www.sharpdaily.hk/article/news/20130129/171878
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