International marketing

Teacher : M. DIALLO Mbaye

(IMMD - Universit Lille 2)


Year: 2012/2013







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Session 3. Cultural Norms,
Fair and Lovely, and Advertising


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Section 1. Case description



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Section 2. Questions





Session 3. Cultural Norms,
Fair and Lovely, and Advertising



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Section 1. Case description



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Section 2. Questions





Session 3. Cultural Norms,
Fair and Lovely, and Advertising



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The case is about Fair & Lovely, a branded
product of Hindustan Unilever Ltd (HUL
formerly called Hindustan Lever),

HUL is leader in Home and Personal Care
Products and Food and Beverages in the
market.













Section 1. Case description


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Companys aims :

- meet everyday needs to people everywhere

- to anticipate the aspirations of our consumers
and customers

- to respond creatively and competitively with
branded products and services which raise the
quality of life













Section 1. Case description


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The company is facing two challenges :

Competition from CavinKare which has
some values and beliefs (integrity, fairness,
excellence, innovation, openness, etc.).

Concerns about its advertising (e.g.
demeaning women).














Section 1. Case description


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Section 1. Case description



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Section 2. Questions





Session 3. Tutorial class



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Question 1. Is it ethical to sell a product
that is, at best, only mildly effective?
Discuss.

No, it does not seem to be ethical to sell a
product that is, at best, only mildly (softly)
effective:















Section 2. Questions


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It is lying to consumers :

Example in HUL : 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.

Possibility of legal suits














Section 2. Questions


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Question 2. Is it ethical to exploit cultural
norms and values to promote a product?
Discuss.

No, it does not seem to be ethical to exploit
cultural norms and values to promote a
product.















Section 2. Questions


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Culture is sensitive and a company must
respect the cultural values and norms of a
given society.

However, if exploit means marketing
appropriately a product based on the
cultural values of a given society, it may be
interesting for a company to use a societys
culture and norms to promote its products.



Section 2. Questions


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Video 1 :

McDonald's TV Advertisements
in different countries.


Section 2. Questions


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Question 3. Is the advertising of Fair &
Lovely demeaning to women or is it
portraying a product not too dissimilar
to cosmetics in general ?

The advertising of Fair & Lovely seems to
demean women :















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It associates beauty to white skin (stereotypes).

Classifying people based on skin or physical
attributes is called racism or discrimination.

India is a special country where women do not
have the same rights than men. So,
discriminating between women creates much
more harm.



Section 2. Questions


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However, in cosmetics (and luxury), these
stereotypes are unfortunately usual.

See Chanel advertising.




Section 2. Questions


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Section 2. Questions


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Video 2 :

Cultural Differences-Team
Challenge


Section 2. Questions


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Question 4. Will HULs Fair & Lovely
Foundation counter charges made by
AIDWA? Discuss.

No, HUL Foundation will not seemingly
counter chargers made by AIDWA :















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HUL has already dropped two of its
television advertisements for Fair & Lovely
fairness cold cream.

HUL launched its Fair & Lovely
Foundation, in order to encourage economic
empowerment of women across India by
providing resources in education and
business.




Section 2. Questions


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Question 5.

In light of AIDWAs charges, how would
you suggest Fair & Lovely promote its
product? Discuss.

Would your response be different if
Fairever continues to use fairness as a
theme of its promotion? Discuss.











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AIDWAs charges : .

(1) the ads were racist,

(2) they were promoting son preference,

(3) they were insulting to working women.




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Advertising based on :

(1) Trends (fashion), choice (freedom), not
on race,

(2) Clarifying equality between men and
women,

(3) Promoting work for all women (already
done with the Foundation).




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No, the response would be the same even
though Fairever continues to use fairness as
a theme of its promotion :

It is just a question of respect of people and
culture.

If you respect peoples culture and values,
people will respect your company and
products.


Section 2. Questions


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Question 6. Propose a promotion/
marketing programme that will
counter all the arguments and
charges against Fair & Lovely and be
an effective programme.











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Promotion/Marketing programme: first,
market research to see how to apply a more
correct marketing program :


Product : more innovation


Price : segmenting the market





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Place : partnership with local retailers for
the same products (low end, mid-range)


Promotion : combining advertising (based
on freedom) to promotion (discount).
Using local celebrities endorsement.





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Video 3 :

Cultural Differences Video
(focus on India)


Section 2. Questions


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Question 7. Based on CavinKares
statement of values and beliefs,
how would you evaluate its advertising/
marketing programmes ?











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We would say that it is a good marketing
programme :


Integrity : the company values, honesty and
truthfulness above everything else.


Fairness : be fair in all its dealings with
people inside and outside.





Section 2. Questions


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Excellence and Innovation : high standards
in everyday work and results ; innovative
thinking, innovative approaches and
innovative solutions.


Openness : openness to new ideas, thoughts
and opinions makes relationships stronger
and productive.





Section 2. Questions


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Trust : approach the people, issues and
associations with straightforwardness,
optimism and positive outlook..


Stretch (flexibility): an extraordinary
capability to exert and extend the limits of the
possible.





Section 2. Questions


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End session 3





Session 3. Cultural Norms,
Fair and Lovely, and Advertising