Case Study 3

CASE STUDY GRADING CRITERIA	POINTS POSSIBLE	POINTS EARNED
Substance of Paper - Minimum 500-words – solid MARKETING content. Template must be used & submitted in MICROSOFT WORD document. Minus 5 points if template is not used. Subject headers required – Introduction, Question # 1, etc. & Conclusion – minus 5 points if not used for organization. Writing caliber includes spelling, grammar, etc. (SEE announcement in classroom – non-adherence to those items will be deducted here). Do not write out questions – minus 3 points if you do. No Abstract is desired.	35	35 – good content
Two AUTHORED Outside Reference cited in APA format and credited within your reference page at the end of your paper. One source MUST be a peer reviewed Marketing reference – specifically from the Journal of Marketing (if you deviate from this peer-reviewed source, gain pre-approval 48-hours before the paper is due by sending the actual article to your instructor to gain approval). Citations must be appropriately done within paper in APA FORMAT. Always provide the exact web site address for this course in your recap of references for full credit. If reference page and citations do not match 100% - minus 10 points. Verify BEFORE you submit your paper. No wikis, prezis, slideshares, dictionaries, encyclopedias, videos, interviews, & podcasts allowed as references – only scholarly written sources from well-respected sources.	10	0 – no references AUTHORED cited in paper
APA formatted paper with cover page and reference page, Times New Roman 12 font, 1" margins, double-spacing, etc.	5	5
Total Points Earned	50	40

Written Assignment Expectations

I expect that ALL papers should adhere to APA compliance...and that includes the following:

· NO PDF FILES - all papers must be submitted in Microsoft Word

· Times New Roman 12 Font

· Double-Spacing

· Avoid using "I" statements, APA does not allow first person writing.

· One Inch Margins

· And more...using the 6th Edition as our guide.

· Your reference list and your citations must match exactly - in other words, do not list your reference as Forbes magazine and then put the author in the citation credit (McFaul, 2011) - put the author's name first in the reference list too!  Match - match - match!  Otherwise, I might not be able to validate your reference / citation and you would lose getting credit for that source!

· Use subject headers for all papers - your reader appreciates and expects that level or organization to your work!

· No contractions & No abbreviations - if you are referring to the United States of America, write it out...do not write 'US' - this is not stellar academic writing.

· Line spacing is double with 0 point spacing.

· Only one citation credit allowed per sentence in this course.

· Indent the first line of each new paragraph five spaces.

· No extra blank lines inserted between sections – deliver a tight paper.

· No bullet points, alphanumeric lists, or numbered list - write formally in full sentences / paragraphs. 

· Numbers one through nine within your paper should be written out

· Cover page and reference page required for ALL paper submissions

· Never use all capital letters

· Use authored references for your research to earn full points. An authored source is simply one that is associated with a human(s) NAME.   For example, your textbook is an authored source.  The United States Census Bureau is not an authored source.  But it is fine to use as long as you ALSO use an authored reference source.

· Always include the full URL as to where you found your research online articles - never just the home page

· Avoid wikis, blogs, tweets, videos, dictionaries, and encyclopaedias as outside references - use Masters-level sources like the Journal of Marketing or the Journal of International Business - No wikis, prezis, slideshares, dictionaries, encyclopaedias, videos, interviews, & podcasts allowed as references – only scholarly written sources from well-respected sources.

Dr. McFaul

Assignment # 2

Central Michigan University – MKT560

4/8/20

Introduction

Marketing is a very important factor in business. However, companies should use the right strategies while advertising and adhere to the laws. Otherwise, it might end up sending a wrong message to potential buyers or users of the product. They should ensure that they behave ethically to gain as many customers as possible. The following paper evaluates the case study of Fair & Lovely and the effects of their advertisements.

Question # 1

When companies behave ethically, customers develop positive attitudes towards it and its products. Products have different purposes of use. Therefore, if one sells a product that is mildly effective, this should not be termed as unethical. People are free to engage in different businesses. Regarding a company as unethical because of selling a mildly effective product is injustice.

Question # 2

Culture refers to human activity patterns and symbolic structure that accord such activities significance. There are various regulations in marketing and advertising that outlines the dos and don’ts of marketers ("Journal of International Business Studies", 2020). It is unethical to use cultural norms and values to promote different products. This may make companies to destroy their reputations especially if their advertisements show favorism.

Question # 3

The advertisements from Fair & Lovely are perceived as offensive to women. They took it too far by presenting young girls with the fact that if they were dark, they would not be receiving the same love they do. Banning these types of ads will enable women to stand up for each other and appreciate their bodies and skin color.

Question # 4

The marketing of HUL’S Fair & Lovely Foundation is ethical since they do not deceive people with their advertisements. After AIDWA raised concerns regarding the foundation, HUL took great steps to change the negative image in the minds of women in India. Their efforts to create awareness and confidence among women through the Foundation emerged positive. Many unemployed women secured jobs and it offered training to women who were interested in acquiring beauty skills. The response of the company to the accusations of AIDWA of demeaning and racism led to India’s economic boost.

Question # 5

If the company wants to sell more products, they need to use a different approach of advertising. They can come up with commercials that do not compare skin tones. They can create commercials with the results of products ("Journal of Marketing: SAGE Journals", 2020). “Fairness” is the theme of the company and it should not be changed. It should remain as it is because if you want your skin to be lighter, you want to be fair.

Question # 6

The steps taken by the company after the allegations by AIDWA were really great. They changed the message communicated through their ads, showing happy and confident ladies. The company created different sizes of their products, making them available to many people.

Through Project Shakti, there was training to entrepreneurs, which enabled women to make profit by selling the products. I would also suggest the company to create a TV program for women to share their experiences with the company’s products.

Question # 7

No. The argument still remains strong as the country tends to be a patriarchal society. Their marketing strategy towards men would be completely different from that of women. The strength of the argument of AIDWA will not be weakened at all.

Question # 8

The project was meant to reach out to the rural people. It intended to empower women in rural areas and create opportunities for them. Most of the people in rural areas may accept it since do not understand the charges of AIDWA or reject it due to cultural beliefs.

Question # 9

The cosmetics industry is exploiting cultural norms unethically. In India, being fair is uncommon and people are interested in achieving what they are lacking. Such products reinforce colorism. People are obsessed with having fairer skins since it is associated with status. Indians value fair skin tone with poor to look like the people who are likely to invade their territories.

Question # 10

The regulation will affect the company in different ways depending on how it chooses to advertise its products. However, there is no reason for justification behind making people with dark skin feel inferior through their advertisements. They should therefore, find different ways of advertising without demonstrating colorism.

Conclusion

The above paper discusses the marketing strategies of Fair & Lovely Company. It shows the importance of maintaining ethics in marketing practices. Cultural norms and values should be used with cautiously during advertising. It is also wrong to demean others or make them feel bad through the advertisements.

References

Journal of International Business Studies. (2020). Retrieved 6 April 2020, from http://www.jibs.net/

Journal of Marketing: SAGE Journals. (2020). Retrieved 6 April 2020, from https://journals.sagepub.com/home/jmx

�No author’s names?

�No author’s names?

�You must have authored sources – you have no author’s names!