...Consumers Consulting Case Report Qi Wu Situation Analysis The main problem in this case is the different cultural values among different classes of people like middle and upper class and the challenge is to differentiate brands on the basis of the culture among both social classes. This case is about the Indian products related to the cultural values and the advertisements of such products which influence the culture of the people of specific area. In the case, the target market is Indian market and the products are Fair & lovely, Fair ever cream and parachute hair oil. These are the products which are very familiar in Indian market. In this case there is a research on different type of social classes which are targeted by the advertisement of these products. These advertisements influence the purchasing behavior of consumers by affecting their...
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...This case tells how two companies in India, HLL’s Fair & Lovely and Cavin Kare’s Fairever , ran advertising campaigns that were not very ethical. In India fair skin is thought of as more beautiful and desirable than darker skin. Fair & Lovely was the leading company with 90% share and the Cavin Kare’s Fairever was released and they gained 15% share. This made Fair & Lovely launch a series of ads depicting a “fairer girl gets the boy theme.” Cavin Kare also came back with ads focusing on the same thing. They also showed in their commercials that their products worked. Their campaigns lasted for a few years and were eventually pulled due to harsh criticism for its portrayal of women. 1. Is it ethical to sell a product that is, at best, only mildly effective? From my point of view it is not ethical to sell a product that is, at best, only mildly effective. The product which is mentioned in the case is a cosmetic that lightens skin color. It is promoted as “the miracle worker” which can deliver your skin a difference from one to three shades. According to the new Fair & Lovely technology ad, the cream is supposed to change your skin even in four weeks. However, Indian dermatologists explain “that fairness products cannot truly work as they reach only the upper layers of the skin and so do not affect melanin production”. Moreover experts state, the main reason why people believe that the cream is work-ing, is a bleaching ingredient which just whitens facial hair and not the skin...
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...1.0 Introduction This case study analysis focuses on misplacement of cultural imperatives bymounting unethical advertisement campaign by two Indian package mass consumptioncompanies - Hindustan Lever Ltd and CavinKare Ltd. The development of revolutionary skinlightening technology brand; Fair & lovely by Hindustan Lever Ltd opened up a new chapter onapplication of unethical promotional strategy to generate large volume of sale and maintainmarket leadership position in India skin care industry. Hindustan Lever Ltd (HLL) holds 90%market share of the skin care industry but when CavinKare Ltd (CKL) lunched its Faireverproduct within two years CavinKare Ltd was able to gain 15% of the market.Hindustan Lever Ltd exploited the cultural preference of light skin complexion todark skin color in India and lunched an unethical promotional campaign that portrayed light skinsuperiority and gender inequality. The advertisement campaign created a strategic weakness forHLL which CavinKare Ltd capitalized on to lunch a counter attack by developing anadvertisement that is culturally more appealing to a wider segment of the Indian society. Catora,Gilly & Graham (2011) pointed out that “many countries, the international marketer faces the dilemma of responding to sundry situations where local law does not exist, where local practicesappear to condone a certain behavior, or where a company willing to do what is necessary isfavored over a company that refuses to engage in certain practice”...
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...CHAPTER 1- INTRODUCTION- The fascination of Indians for fair skin is well known. As several social commentators have pointed out, if there is any doubt about this, then people could just take a look at the matrimonial column of any newspaper. The preference for fair (or gori in the vernacular) brides screams at you from such columns. Social commentators go on to say that this preference is perhaps a hangover from the British colonial days, when the ruling colonizers, who were fair-skinned, had a higher status than the darker-skinned locals. Several social gatherings, clubs etc. were earmarked as being 'for whites only'. Perhaps the long years of colonial occupation have ingrained this fascination for white skin in the psyche of Indians. Or perhaps it is the fact that the traditionally higher castes in the country were of a somewhat fairer complexion than the lower castes. India Today, a popular magazine which did a story on fairness creams, mentioned that even the gods supposedly lamented their dark complexion as in a myth in which the popular dark-skinned god Krishna sang plaintively, 'Radha kyoon gori, main kyoon kala?' (Why is Radha so fair while I am dark?). The feature also mentioned that the ancient Ayurvedic sage Charaka wrote thousands of years ago about herbs that could help make the skin fair. This is what Sudarshan Singh, a brand manager with Nivea, has to say: 'Whitening emerges as the prime need. Since Indian men spend a lot of time outdoors, they desire to reverse...
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...22 Cultural Norms, Fair & Lovely, and Advertising Fair & Lovely, a branded product of Hindustan Lever Ltd. (HLL), is touted as a cosmetic that lightens skin color. On its Web site (www.hll.com), the company calls its product “the miracle worker,” “proven to deliver one to three shades of change.” While tanning is the rage in Western countries, skin lightening treatments are popular in Asia. According to industry sources, the top-selling skin lightening cream in India is Fair & Lovely from Hindustan Lever Ltd. (HLL), followed by CavinKare’s Fairever brand. HLL Fair & ’s Lovely brand dominated the market with a 90 percent share until CavinKare Ltd. (CKL) launched Fairever. In just two years, the Fairever brand gained an impressive 15 percent market share. HLL’s share of market for the Fair & Lovely line generates about $60 million annually. The product sells for about 23 rupees ($0.29) for a 25-gram tube of cream. The rapid growth of CavinKare’s Fairever (www.cavinkare .com) brand prompted HLL to increase its advertising effort and to launch a series of ads depicting a “fairer girl gets the boy theme.” One advertisement featured a financially strapped father lamenting his fate, saying, “If only I had a son,” while his dark-skinned daughter looks on, helpless and demoralized because she can’t bear the financial responsibility of her family. Fast-forward and plain Jane has been transformed into a gorgeous light-skinned woman through the use of a “fairness cream,” Fair & Lovely. Now...
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...1. It definitely isn’t ethical to sell a product that is not completely effective. Nevertheless, many companies around the world sell products that do not necessarily comply with what the offer, or with what is stated on their labels or their ads. I always think of hand soap that says “antibacterial” on their label but they just make foam. To me, that’s not ethical, but it is definitely profitable. 2. I do think it is unethical to negatively influence cultural ideals through advertising, but don’t think it is unethical to promote products based on cultural norms as long as they are effective, and they do not denigrate people. I think it would be very difficult to successfully enter a market and have growing profits if a company is offering products that do not abide to their cultural norms. In fact, many multinationals offer different products based on cultural preferences. For instance. McDonald’s have a different menu in China that the one the have in the U.S. 3. I think the fair and lovely advertising is demeaning to women. It influences peoples mind in a way that it makes dark skin women to loose their dignity for not being valued and respected. Showing in an ad a woman with darker skin, locking professional opportunities or personal satisfaction is more than likely going to lower a person’s self esteem if they fall into that category. 6. A better promotional program will be to show in their ads that their products can enhance a woman’s beauty, since it...
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...Jamaal James International Marketing Case 2-2: Fair and Lovely Just as tanning plays a huge role in most of the Western countries; in India Skin lightening treatments are becoming increasingly popular. The Indian people perceive fairer complexion females to be more dominant and respected. Therefore skin-lightening treatments became a huge industry which was dominated by Fair & Lovely from Hindustan Lever Ltd (HLL). They were responsible for 90 percent of the market shares until CavinKare Ltd launched Fairever, which grew and gained 15 percent shares in the market. Wanting to regain their dominance in the market HLL decided to put out their new campaign ads which to the All India Women’s Democratic Association (AIWDA) basically conveyed the message that “if she is not fair in color, she won’t get married or wont get promoted.” This of course created a huge problem in India, which forced HLL to switch their campaign strategies and pay more respect to the women of India and their culture. 1. I think it is very clear to say that HLL was ethical in most of its campaign to sell its’ product. The country and culture has had a huge demand for skin lightening treatments for a long time; HLL has done nothing wrong but tried to give the people what they truly desire. Many women think that their skin tone will define them as a woman in society, therefore they are willing to seek any means to acquire what they believe is the perfect skin tone. HLL saw a great opportunity, took...
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...and grooms (N=200), and (2) coded ‘success story wedding photos’ (N=200) posted on four Indian matrimonial websites. Results showed an overwhelming bias among males for brides lighter-skinned than themselves. Males were also more likely than females to state a preference for skin color in their prospective brides, and to use qualitative words like ‘beautiful’ and ‘lovely’ to describe their preferred match. Most significantly, the ‘success story’ wedding photos consistently had lighter-skinned brides than grooms. Darkskinned women were almost non-existent in these ‘success stories.’ This research points to a technology-abetted intensification of colorism. That is to say that the powerful profile ‘menu’ options and the visual imagery of predominantly lightskinned, ‘successful’ brides illustrated on current websites visually reinforce the invalidation of dark skinned women. Keywords Internet matchmaking Colorism Indian marriage market Technology and women Skin Color Introduction Mate-seeking preferences are significant for relationships, marriage, and family life, but those preferences also illuminate larger cultural themes,...
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...| 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 | 15 | 16 | 17 | 18 | 19 | 1–1 Starbucks – Going Global Fast | X | X | | X | X | | | | | | X | X | | | | | | | | 1–2 Nestlé – The Infant Formula Incident | | X | X | X | X | | | X | | | X | X | | | | | | | | 1–3 Coke and Pepsi Learn to Compete in India | | | | X | X | X | | | | | X | X | | | | | | | | 1-4 Marketing Microwave Ovens to a New Market Segment | | | | X | X | | | | | | X | X | | | | | | X | | 2–1 The Not-So-Wonderful World of EuroDisney | | | | X | | X | X | X | | | X | | | | | | | X | | 2-2 Cultural Norms, Fair and Lovely, and Advertising | | | | X | X | | | X | | | X | X | | | | | | | | 2–3 Starnes-Brenner Machine Tool Company – To Bribe or Not to Bribe | | | | | X | | X | | | | | | | | | | X | | | 2-4 Ethics and Airbus* | | | | X | X | X | X | | | | | | X | | | | | | | 2–5 Coping with Corruption in Trading with China | | | | | X | X | X | | | | | | | | | | | | | 2–6 When International Buyers and Sellers Disagree | | | | | | | X | | | | | | | | X | | | | | 2-7 McDonald’s and Obesity | | | | X | X | | | | | | X | X | X | | | X | | | | 3-1 International...
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...SIT Graduate Institute/SIT Study Abroad DigitalCollections@SIT Independent Study Project (ISP) Collection SIT Study Abroad 10-1-2011 Fair and Lovely: Standards of Beauty, Globalization, and the Modern Indian Woman Rebecca Gelles SIT Graduate Institute - Study Abroad, gellesr@carleton.edu Follow this and additional works at: http://digitalcollections.sit.edu/isp_collection Part of the Other Film and Media Studies Commons, Other Languages, Societies, and Cultures Commons, Social Influence and Political Communication Commons, and the Sociology of Culture Commons Recommended Citation Gelles, Rebecca, "Fair and Lovely: Standards of Beauty, Globalization, and the Modern Indian Woman" (2011). Independent Study Project (ISP) Collection. Paper 1145. http://digitalcollections.sit.edu/isp_collection/1145 This Unpublished Paper is brought to you for free and open access by the SIT Study Abroad at DigitalCollections@SIT. It has been accepted for inclusion in Independent Study Project (ISP) Collection by an authorized administrator of DigitalCollections@SIT. For more information, please contact digitalcollections@sit.edu. FAIR AND LOVELY: STANDARDS OF BEAUTY, GLOBALIZATION, AND THE MODERN INDIAN WOMAN Rebecca Gelles Academic Director: Tara Dhakal ISP Advisor: Pramada Menon, independent lecturer School for International Training India Sustainable Development and Social Change Program Fall 2011 Gelles 1 Table of Contents Acknowledgements………………………………………………………………………………..2 Abstract……………………………………………………………………………………………2...
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...INTRODUCTION This study is conducted to determine the physical image of women portrayed by Filipino beauty commercials. A feministic view of these commercials is applied in trying to show the ideal image they present which influences the decisions and perceptions of women. Specifically, the researchers are defining how it has shaped the outlook of women towards beauty with regards to the physical aspects. The methods used to achieve results were documentary analysis and interviews. Through interviews, the researchers were able to generate information based on perceptions of selected individuals with expertise on feminism and visual communication. The documentary analysis deals with the examination of sample commercials which are part of the research scope. CHAPTER I THE RESEARCH AND ITS BACKGROUND This chapter contains the background of the study with a short introduction of the whole research and the reasons why the researchers chose the topic. It also contains the specific problems of the study as well as the theoretical and conceptual frameworks which were the foundation of the research. The limitations and scope are also provided in this chapter. It also contains the significance of the study to different people affected by the research and the definition of terms as to how they were used in the study. BACKGROUND OF THE STUDY As people tend to watch television, we also tend to encounter the commercials that come along with watching. According to a study conducted...
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...Project Report On “ROLE OF ADVERTISING IN FMCG SECTOR” Submitted for the partial fulfillment of the Award Of Master of Business Administration DEGREE (Session 2008-2009) SUBMITTED BY PRAKASH CHAND Roll No. 0703270036 UNDER THE GUIDANCE OF MISS FATIMA ISLAM [pic] DEPARTMENT OF MANAGEMENT [pic] ACADEMY OF BUSINESS & ENGINEERING SCIENCES, GHAZIABAD [pic] AFFILIATED TO UTTER PRADESH TECHNICAL UNIVERSITY, LUCKNOW. CANDIDATE DECLARATION/CERTIFICATE I hereby declare that the work which is being presented in this report entitled “ROLE OF ADVERTISING IN FMCG SECTOR” is an authentic record of my own work carried out under the supervision of Miss. Fatima Islam. The matter embodied in this report has not been submitted by me for the award of any other degree. Dated: (Prakash Chand) Roll No. 0703270036 Department of MBA This is to certify that the above statements made by the candidate are cored to the best of my knowledge. (Head of Department) (Miss Fatima Islam) Date: Lecturer Department of MBA ACKNOWLEDGEMENT A truly independent project is a contradiction in terms. Every project involves contribution of many people. This project also ears the imprints of many people and it is a pleasure to acknowledge all of them. I take this opportunity to convey my leart filled thanks to my project...
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...Rural Marketing Quite clearly, large Indian companies have begun looking at rural markets seriously. Some of them are even developing exclusive marketing strategies to tap this huge mass of consumers. Of India's one billion plus population, nearly 70 per cent live in non-urban or rural areas. According to a National Council for Applied Economic Research (NCAER) study, there are as many "middle income and above" households in rural areas as there are in urban areas. There are almost twice as many "lower middle income" households in rural areas as in urban. According to NCAER's projections, the number of middle and high-income households in rural India is expected to grow from 80 million to 111 million by 2007. In Urban India, the same is expected to grow from 46 million to 59 million. Hence the absolute size of middle and high income households in Rural India is expected to be nearly double that of Urban India. Percentage Distribution of household population and income | |Households |Population |Income | |Rural |73.6 |74.6 |55.6 | |Urban |27.4 |25.4 |44.4 | |All India |100 |100 |100 | Thus we see that Rural India contributes almost 56% to the National Income as against 44% contributed by Urban India. Although it is contributed by 76% of the total...
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...Consumer Behavior Assignment 1 Activity | Community | Observations | | | | | | | | | | | | | | | | | | | | | | * Marketing Manipulation : Market manipulation describes a deliberate attempt to interfere with the free and fair operation of the market and create artificial, false or misleading appearances with respect to the price of, or market for, a security, commodity or currency.[1] Market manipulation is prohibited in the United States under Section 9(a)(2)[2] of the Securities Exchange Act of 1934, and in Australia under Section s 1041A of the Corporations Act 2001. The Act defines market manipulation as transactions which create an artificial price or maintain an artificial price for a tradeable security. * Hobby -> product * Perception = view, opinion, taste, feeling, sound(hearing), touching, smell -> Sensory Stimulation Smell – Nose Touch – Skin See – eyes Sound – ears Tastes – Mouth * Expose to products -> attention -> Interpretation * Associating with sensory stimuli * Percepting * 1. Sensory Marketing Sample of perfumes [ Smell ] Music (in Zara – club music) [ Sound ] * Subliminal Messaging : Subliminal stimuli (pronounced /sʌbˈlɪmɨnəl/, literally "below threshold"), contrary to supraliminal stimuli or "above threshold", are any sensory stimuli below an individual's absolute threshold for conscious perception. Visual stimuli may be quickly flashed before an individual...
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...|Module Code: |MK0491 | |Module Title: |Marketing Strategy | |Distributed on: | |Hand in Date: |Please refer to the assignment hand-in | | | | |schedule | Instructions on Assessment: Syndicate Group Follow the brief given in each case and prepare a presentation for each company. You should carry out your own research using academic journals for theories as well as market reports etc for external analysis. Every group member should contribute to the presentation, which should be about 20 minutes (2-3 mins/participant plus 5 – 10 mins for questions) and include the use of one or two PowerPoint posters. Note: that each member of the group should be prepared to answer questions and take part in a discussion following the presentation. Case Study 1: Apple Inc,’s iPhone: Can iPhone Maintain its Initial Momentum? (Ghauri and Cateora, 2010, p626) Brief: 1. Carry out a SWOT analysis for the iPhone with special attention to its pricing policies; comparing these strategies with product life cycle issues in different markets. Use the case study and the internet to collect information. 2. There has been much...
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