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Anthony Mantuhac - Case Study - June 30, 2020
Anthony Mantuhac - Case Study - June 30, 2020
Anthony Mantuhac - Case Study - June 30, 2020
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Definitely, Fair and Lovely had faced a lot of challenges including its Social
responsibility and ethical problems that affects their cultural norms and values. That’s
why. My possible recommendation potential business strategies to overcome those
problems and circumstances to confront these on the perspective of International
2
Business Practitioners are the following: First, in the case of their cultural norms and
advertising , I do believe that selling a product that is only mildly effective is ethical
because some products such a beauty creams take differently depending on the person
and their skin. The Fair and Lovely case is a good example on how companies can extend
its market share through fixing a mistake. The company used advertising and marketing
practices that degraded the women’s figure. With a little research it is possible to
understand why this approach failure. Due to historical issue, India is one of the countries
where women are fighting harder than the Westerns to achieve a space in a marketplace,
as well as in society.
After all the changes made by the AIWA’S, the company changed its marketing
strategy, for another one related directly to the Indians women’s issues. For me, it was a
great twist because they changed the message sent in their ads, portraying a confident and
happy woman. A foundation was created and offering training, counseling and
scholarship for low-income women. Different sizes of the product were created, making
it available for the mass. In addition, entrepreneur training was available through the
Project of Shaki, giving women the possibility of making program fit from selling the
product. Therefore, to the practices already created by the company I would suggest, a
TV program where the average women would tell about their experiences with the
product. Moreover, I would develop a campaign exploring the different types of women,
demystifying the beauty stereotype reigned in India. Thus, we should respect our culture
on how we respect ourselves.