Fair and lovely case, answer question as an essay(no plagiarism)

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Question Description

Hello dear, I have this case study about a brand called fair & lovely, I want you to write an essay about the questions at the bottom of the file. please use chapter4,5,7,10 as a reference and the reading. also focus on the aspects in the (important) file. last please make sure its not plagiarized, and the maximum pages you could go for is 7 without the references page

the book is: Warren J. Keegan, Mark C. Green-Global Marketing-Pearson (2016)

http://download.library1.org/main/2228000/3ebb86c71589eb2df61245ce4931a077/Warren%20J.%20Keegan%2C%20Mark%20C.%20Green-Global%20Marketing-Pearson%20%282016%29.pdf

example:

www.scribd.com/doc/104203139/Inter-Mktg-Cultural-Norms-Fair-Lovely-and-Advertising

Questions:

  • Is it ethical to sell a product that is at best only mildly effective? Discuss
  • Is it ethical to exploit cultural norms and values to promote products? Discuss
  • Is the advertising of Fair & Lovely demeaning to women or is it portraying a product not too dissimilar to cosmetics in general?
  • Will HUL’s Fair& Lovely foundation counter charges made by AIDWA? Discuss

In light if AIDWA’s charges how would you suggest Fair & Lovely promote its products? Discuss. Would you response be different if Fair ever continues to use “fairness” as a theme of its promotion? discuss

Unformatted Attachment Preview

Part 2 Case Studies _________________________________________________________ Case 2.1 Cultural Norms: Fair & Lovely and Advertising Fair 6 Lovely, a branded product of Hindustan Unilever Ltd (HUL - formerly called Hindustan Lever), is touted as a cosmetic that lightens skin colour. On its website (www.hul. co.in) the company called its product, 'the miracle worker', which is '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 Unilever, followed by CavinKare'sFairever brands. HUL's Fair & Lovely brand was the undisputed monarch of the | market with a 90 per cent share until CavinKare Ltd (GKL) launched Fairever. In just two years, the Fairever brand gained an impressive 15 per cent market share. HUL's share of market for the Fair 6 Lovely line generates about $60 1 million annually. The product sells for about 23 rupees ($0.29) for a 25-gram tube of cream. I The rapid growth of CavinKare'sFairever (www.cavinkare. [ com) brand prompted HUL 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 6 Lovely. Now clad in a miniskirt, the woman is a successful flight attendant and can take her father to dine at a five-star hotel. She's happy and so is her father. In another ad two attractive young women are sitting in a bedroom: one has a boyfriend and, consequently, is happy. The darker-skinned woman, lacking a boyfriend, is not happy. Her friend’s advice? Use a bar of soap to wash away the dark skin that's keeping men from flocking to her. HUL’s series of ads provoked CavinKare Ltd to counter with an ad that takes a dig at HUL's Fair & Lovely ad. CavinKare's ad has a father-daughter duo as the protagonists, with the father shown encouraging the daughter to be an achiever irrespective of her complexion. CavinKare maintained that the objective of its new commercial is not to take a dig at Fair & Lovely but to 'reinforce Fairever's positioning! 'We have noticed attempts by Fair & Lovely to blur our positioning by changing its communication platfotm from Wanting to get married" to "achievement’! the principal Fairever theme. Since we don't have the spending power to match HUl, a tactical way for us to respond is to reinforce our brand positioning and the commercial will be aired until the company's ''objective'' is achieved,' a CavinKare official said. Skin colour is a powerful theme in India as well as much of Asia where a lighter colour represents a higher status. While Americans and Europeans flock to tanning salons, many across Asia seek ways to have 'fair' complexions. (Culturally fair skin is associated with positive values that relate to class and beauty. One Indian lady commented that when she was growing up, her mother forbade her to go outdoors. She was not trying to keep her daughter out of trouble but was trying to keep her skin from getting dark. Brahmins, the priestly caste at the top of the social hierarchy, are considered fair because they ^ traditionally stayed inside, poring over books. The undercaste at the bottom of the ladder ■ Part 6 Case Studies Part 2 are regarded as the darkest people because they customarily worked in the searing sun. Ancient Hindu scriptures and modern poetry eulogise women endowed with skin made out of white marble. Skin colour is closely identified with caste and is laden with symbolism. Pursue any of the 'grooms and brides wanted' ads in newspapers or on the web that families use to arrange suitable alliances and you will see that most potential grooms and their families are looking for ’fair’ brides; some are progressive enough to invite responses from women belonging to a different caste. These ads, hundreds of which appear in India's daily newspapers, reflect attempts to solicit individuals with the appropriate religion, caste, regional ancestry, professional and educational qualifications, and, frequently, skin colour. Even in the growing numbers of ads that announce 'caste no bar', the adjective 'fair' regularly precedes professional qualifications. Bollywood (India's Hollywood) glorifies conventions on beauty by always casting a fair-skinned actress in the role of heroine, surrounded by darker extras. Women want to use whiteners because it is 'aspirational', like losing weight. Even the gods supposedly lament their dark complexion Krishna sings plaintively, 'Radhakyoongori, main kyoonkala?’ (Why is Radha so fair when I'm dark?) - a skin deficient in melanin (the pigment that determines the skin's brown colour) is an ancient predilection. More than 3500 years ago, Charaka, the famous sage, wrote about herbs that could help make the skin fair. Indian dermatologists maintain that fairness products cannot truly work as they only reach the upper layers of the skin and so do not affect melanin production. Nevertheless, 'hope springs eternal' and for some Fair & Lovely is a 'miracle worker! The last time I went to my parents' home, I got complements on my fair skin from everyone,' one user gushes. But for others, there is only disappointment. One 26-year-old working woman has been a regular user for the past eight years but to no avail. 'I should have turned into Snow White by now but my skin is still the same wheatish colour.' The number of Indians of the opinion that lighter skin is more beautiful may be shrinking. Sumit Isralni, a 22-year- old hair designer in his father's salon, thinks things have changed in the last two years, at least in India's most cosmopolitan cities, Delhi, Mumbai and Bangalore. Women now 'prefer their own complexion, their natural way,' Isralni says; he prefers a more 'Indian beauty' himself. 'I won’t judge my wife on how fair her complexion is."Sunita Gupta, a beautician in the same salon, is more critical. 'It's just foolishness!’ she exclaims. The premise of the ads that women could not become airline attendants if they are dark-skinned was wrong, she said. 'Nowadays people like black beauty: it is a truism that women, especially in the tropics, desire to be a shade fairer no matter what their skin colour. Although, unlike the approach used in India, advertisements elsewhere usually show how to use the product and how it works. Advertising: (next column) HUL launched its television ad campaign to promote Fair & Lovely in December 2001 and withdrew it in February 2003 amid severe criticism of its portrayal of women. Activists argued that one of the messages the company sends through its 'air hostess' demonstrating the preference for a son who would be able to take on the financial responsibility parents - is especially harmful in a country such as India ' ioTTis_j~ampant. Another where gender discrimination is rampant offence is perpetuating a culture of discrimination in a society where 'fair' is synonymous with 'beautiful' AIDWA (All India Democratic Women's Association) lodged a complaint in March and April 2002 with HUL about its offensive ads but Hindustan Unilever failed to respond. The women's association then appealed to the National Human Rights Commission alleging that the ad demeaned women. AIDWA objected to three things: (1) the ads were racist. (2) they were promoting son preference, and (3) they were insulting to working women. 'The way they portrayed the young women who, after using Fair & Lovely, became attractive and therefore lands a job suggested that the main qualification fnra woman to get a job is the way she looks.' The Human Rights Commission passed AIDWA's complaints on to the Ministry of Information and Broadcasting, which said the campaign violated the Cable and Television Networks Act of 1995 - provisions in the Act State that no advertisement shall be permitted that derides any race, caste, colour, creed and nationality' and that 'Women must not be portrayed in a manner that emphasizes passive, submissive qualities and encourages them to play a subordinate secondary role in the family and society.’ The government issued notices of the complaints to HUL. After a year-long campaign led by the AIDWA, Hindustan Unilever Limited discontinued two of its television advertisements for Fair 6 Lovely fairness cold cream in March 20D3. Shortly after pulling its ads off the air, and, coincidentally, on International Women’s Day, HUL launched its 'Fair 6 Lovely Foundation', vowing to 'encourage economic empowerment of women across India' by providing resources in education and business. Millions of women 'who, though immensely talented and capable, need a guiding hand to help them take the leap forward'. Presumably into a fairer future. • HUL sponsored career fairs in over 20 cities across the country, offering counseling in as many as 110 careers. It: j supported 100 rural scholarships for women students passing their 10th grade, a professional course for beauticians, and a three-month Home Healthcare Nursing Assistant’s course catering to young women between the ages 18 and 30. According to HUL, the Fair &Lovely Academy for Home Care Nursing Assistants offers a unique training opportunity for young women who possess no entry-level skills and, therefore, are not employable in the new economy job market. The Fair <5 Lovely Foundation plans to serve as a catalyst for the economic empowerment of women across India. The Fair 6 Lovely Foundation will showcase the achievements of these women not only to honor them, but also to set an example for other women to follow. A few facts about HUL taken from www.hul.in: Hindustan Unilever Limited is India’s largest Packaged Mass Consumption Goods company. We are leaders in home and personal care products and food and beverages including such products as ponds and pepsodent. We seek to ‘meet everyday needs to people every where-to anticipate the aspirations of our customers and customers to respond creatively and competitively with branded products and services which raise the quality of life’. It is this purpose which inspires us to build brands. Over the past 70 years, we have introduces about 100 brands. Fair & Lovely has been specially designed and proven to deliver one to three shades of change in most people. Also, its sunscreen system is specially optimized for Indian skin. Indian skin unlike Caucasian skin tends to tan rather than burn and hence, requires a different combination of UVA & UVB sunscreens. The fairness cream is marketed in over 38 countries through HUL exports and local Unilever companies and is the largest selling skin lightening cream in the world. The brand today offers substantive range of products to consumers including Fair & Lovely fairness reviving lotion, Fair & Lovely fairness cold cream and Fair & Lovely fairness soap. Some information on CavinKare taken from www.cakincare.com: We shall achieve growth by continuously offering unique products and services that would give customers utmost satisfaction and thereby be a role model." Gaol: In 15 years (2012) we will be a hundred times our current turnover. Values and beliefs of Cavinkare: Integrity: The company values honesty and truthfulness in all its interactions and shall be fair in all its dealings with people inside and outside the organization. We will fulfil all promises and commitments. Excellence: The company highly values, all efforts that lead to high standards in every day work and results. We shall attempt to be the best in class in everything we choose to work on. We shall encourage any individual or collective effort in promoting excellence. Innovation: The company values innovative approaches and innovative solutions in our regular work life. We will always look for newer, better ways of doing things; we will seek new ideas to solve problems; we will experiment with new concepts, ideas and solutions to deliver unique products and services. Trust: The company believes that trust is an important ingredient fir effective functioning within the organization and with the outside world. While we shall protect our legitimate business interests, we would also approach the people issues and associations with straight forwardness, optimism and positive outlook. Questions: 1. 2. 3. 4. 5. Is it ethical to sell a product that is at best only mildly effective? Discuss Is it ethical to exploit cultural norms and values to promote products? Discuss Is the advertising of Fair & Lovely demeaning to women or is it portraying a product not too dissimilar to cosmetics in general? Will HUL’s Fair& Lovely foundation counter charges made by AIDWA? Discuss In light if AIDWA’s charges how would you suggest Fair & Lovely promote its products? Discuss. Would you response be different if Fairever continues to use “fairness” as a theme of its promotion? discuss ...
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Tutor Answer

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School: Rice University

Hey there! Please find attached. In case you need edits, feel free to let me know.

Outline

Introduction
Body
Conclusion
References


Running Head: CASE STUDY ANALYSIS

1

Case Study Analysis
Student Name
Course
Instructor’s Name
Date

CASE STUDY ANALYSIS

2

The case study is about two companies from India which went against cultural norms to
unethically promote their products. The two companies are CavinKare Ltd (CKL) and Hindustan
Lever Ltd (HLL). HLL product is known as Fair & Lovely, and CKL is adverting a product
called Fairever. Hindustan Lever Ltd has 90% lion share of the skin industry, and it mounted an
unethical advertising strategy that aims to increase the volumes of sale and market share. CKL’s
Fairever was launched within two years, and it has been able to get 15% of the market’s share.
Hindustan Lever Ltd promotion strategy was to unethically exploit Indians people light
skin preference over dark which portrayed dark skin as inferior to light skin. The approach did
not yield the intended goal and made Fair & Lovely to be less preferred in India. As a counter
strategy CavinKare Ltd took advantage of th...

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