Marketing and Society Assessment 2: Fair and Lovely Case Study

This report examines the ethical dimensions of marketing within the context of Fair and Lovely, a skin-lightening cosmetic product. It begins with an introduction to ethical theory and its relevance to societal principles. The report then critically applies ethical tools such as beneficence, least harm, and justice, alongside ethical theories including utilitarianism, social justice theories, and personal improvement ethics, to analyze the ethical issues associated with Fair and Lovely's marketing strategies. These issues include unethical data collection and potentially harmful advertising. The report provides recommendations for managers to address these ethical concerns, such as proper marketing research, ethical promotions, and maintaining an ethical organizational culture. The analysis underscores the importance of ethical considerations in marketing to foster strong relationships between businesses and society, ensuring long-term sustainability and profitability.

Marketing and society
Assessment 2

Table of Contents
INTRODUCTION...........................................................................................................................1
Critical application of ethical tools and theory..........................................................................1
Recommendations to Identify how manager can address these ethical issues............................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Ethical theory refers to that when a decision that can be taken by the company or the
organisation or doing some activity are creating and developing the conflicts within a society and
also affect the society model principles. In this both individual person and the organisation are
involved in the conflicts and it might stand the question in front of organisation related to ethical
standpoint. This report is based on the fair and lovely that is a leading Indian skin lightening
cosmetic product that a product of the Hindustan Unilever which is introduced 1975 in several
countries of the Asia and also exported their products in many other countries. This includes the
critical application of tools and theory of ethical issues and recommendations related to how
manager of the fair and lovely can face this ethical issues with some examples so that conflicts
can be removed and longer sustainability can be enjoyed (Jacobson, 2019).
Critical application of ethical tools and theory
Ethics is a essential term to maintains the strong relationship between society and
organisation and companies need to follow to gain the high profitable advantage and attracts the
large base of customers. In case of Fair and lovely, company indulge in the many types of the
ethical issues in their marketing sector that are unethical collection of data, Hiding the ugly,
offend general public etc. that can highly impacted the organisation and also the society. To
overcome this issues manager of Fair and lovely can highly focus on adopting the ethical theory
so that it can be sustain within the marketplace for a longer period of time (Gupta, and Nair,
2020).
In case of Fair and Lovely several tools can be critical used that helps in resolving the ethical
issues which can be elaborated below:
 Beneficence- It is the best tool of ethics that is adopted by the businesses in which
decision maker can focus on what is right and what is wrong. In this doing good helps in
removing the ethical dilemma. In case of fair and lovely, manager can focus on removing
the marketing field ethical issues for this they highly focus on what is right and wrong so
that taking decisions would be easy (Perreault, 2018). This helps in attaining the high
amount of profits it is the major strength of this tool. Due to this they issues related to
hiding the ugly can be solved because marketing field can highly focus on the correct and
wrong things.
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 Least harm- It is critical evaluate that this tool is very effective in which companies can
focus on the aspects that can least effect the people. In this marketing field of the fair and
lovely can focus on do the marketing and attracting the customers by using the several
aspects which can least harm the people. In this they can reframe their advertisement that
is hiding the ugly so that customers cannot depressed more related to the organisation.
This helps in gaining the higher profits and revenues (Davis, 2018).
 Justice- In this tool the company can highly focus on taking decision so that it can be
fairly done without hurting the anyone. It is highly related to the ethical theory that helps
in taking the fair decision related to the ethical issues that a company can done in their
marketing field. In terms of Fair and Lovely, the company face the major ethical issues in
their marketing field that can impact the society and also the organisation. Within the
company the major issue is unethical collection of the data and for this they the
organisation can fairly solve the situation by involving the high security so that customers
cannot face the issues (Gandharva, and Reena, 2018).
Ethical theories
Ethical theory refers to the formal determinant that is based on solving the ethical
dilemma that are presented within the organisation and impacted the people. To resolve the
ethical issues within the organisation several theories are to be included that helps in taking the
right decision and removing the wrong one. In this firm can understand the situation and taking
decisions according to that. With the help of ethical theory firm will take the better decision
making that enhance the productivity and also employee morale ( Hunt,2020). Ethical theories
are prominent for the Fair and Lovely that can be shown below:
 Utilitarianism- It is one of the best ethical theory that is aligned with the economics and
also the free market aspect that includes the several terms related to current thinking of
the business, economic and management. This theory is focus on the outcomes rather
than rules. In this if an organisation can take action that is good than it enhance the
happiness of the society. In terms of Fair and Lovely, marketing manager can focus on
adopting this theory so that ethical issues cannot be faced that are hide in Ugly, unethical
collection of data etc. In this firm will focus on proper legal laws and regulations so that
it cannot impact the society people and helpful to gain the higher profits and revenues
(Giyazova, and Zayniev, 2020). In this 'ethics of care' is highly focused by the company
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because fair and lovely offers the skin lightening cosmetic that are generally for women
and in this care is more important that cannot impact the skin and sentiments of the
women within the society, related to their skin colour and tone. This helps in gaining the
higher profits and revenues and also enhance the overall growth. If the company cannot
apply this theory that it will harm the society culture and also the profit and sustainability
of the business enterprise.
 Social justice theories- It refers to that type of theory which states that the action that a
firm can take is consider to be right and fair that helps in distributive, retributive,
compensatory aspect of rewards and cost. In this retributive aspect related to the
punishment that is based on the crime. In this distributive factor reflect the fairness in
supplying the social benefits to the society that will create the burden on team members.
On the other hand compensatory factor states that the individual person can compensate
in relation to the injuries that are inflicted upon the people (Bandyopadhyay, and Ray,
2019). IN terms of Fair and lovely, their cosmetic products is effective and targeting the
dark skin tone people that can indirectly hurts the emotions of the dark people within the
society by targeting them. This can be done unintentionally but due to this punishment
can be face by the company in terms of lowering the profits and customers attraction. In
this company can compensate thier punishment by focusing on changing their marketing
campaign by using the Glow and lovely so that they cannot hurt the sentiments of the
society people and organisation will gain higher profits.
 Personal improvement ethics- It is one the best ethical theory that is adopted by the
business enterprise for resolving their ethical issues for attracting and sustaining within
the marketplace. As marketing is one of the effective term for every organisation as it
create a connection between the customers and organisation for a longer time period.
Adopting the personal improvement ethics firm will take the action that is good to
promote the products and services without affecting the individual person. In terms of fair
and lovely, company can have several ethical issues within their marketing field that will
impact the society people and their culture in negative manner and also affect the profits
and growth of the business enterprises. In this marketing manager within fair and lovely
can highly focus on hiring the experts so that they can gain the profitable results by
removing the ethical issues so that functions of the organisations can be done
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appropriately and smoothly. In this company can also focus on providing the training
session and online counselling to members so that they can improve the relation between
society people and company(Stewart, and Ladik, eds., 2019).
Recommendations to Identify how manager can address these ethical issues
From the above analysis fair and lovely can face the ethical issues in their marketing field
to solve this firm will emphasis on applying the several ethical tools and theories that can be
helpful to gain the profitable results. There are some recommendation which is helpful for the
fair and lovely manager for addressing the ethical issues so that problems can be solved
effectively. Some recommendations that is helpful to address the ethical issues within the
working place related to the marketing field can be shown below:
 Proper marketing research- It is the best recommendation for the organisation to
resolving the issues related to the ethics within the marketing field. Proper research helps
the company to analyse the demands, values, perception of the individual person so that
promoting the goods and services to the customers is very effective and also eliminates
the ethical issues. For instance- In terms of fair and lovely, company can face the ethical
issue related to hiding the ugly, offend the public in which they can unintentionally focus
on discriminating the people that will negatively impact the society culture to resolve it
business enterprise can focus promoting their brand in such a way that cannot
discriminates the society people. Due to this fair and lovely can formally change their
name with glow and lovely.
 Ethics in promotion and advertising- It is the best recommendation for the company in
terms of solving the ethical problems related to promoting and advertising the goods and
services within the society. In this marketing manager can highly emphasis on the legal
laws to advertise the products that can impact on the health of the person. For examples-
Fair and lovely, can promote their cosmetic products that are based on skin lightening in
which they can targets the dark skin tone people that will impact the women within the
society and affect the culture and norms. To resolve this issues firm will follow the
proper ethical laws in their promotion campaign that helps in gaining the higher profits
and revenues. Following the proper ethics within the promotion and advertising helps in
gaining the competitive advantage and also helps in developing the distance with
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negative controversy that impact the business and society culture and values.
(Liebl,2018)
 Maintaining the ethical culture within organisation- It is the another recommendation
for addressing the ethical issues within the company in marketing filed that can helps in
maintaining a strong relationship between the society and marketing of the organisation.
In this firm will focus on taking ethical strategies for maintaining the ethical culture so
that high achievement can be enjoyed by the organisation in terms of gaining profits
(Liebl,2018). For instance- Fair and lovely can majorly impact by the ethical issues and
to resolve this marketing manager can focus on maintaining the ethical culture within the
organization so that privacy can be maintained. In this the issue related to leaking the
information of the public within the company can affect the image and profits and also
the company trust. In this adopting the proper ethical laws by providing training sessions
to the employees so that ethics can be effectively followed by the members and they can
focus on securing the information of the customers so that trust and loyalty within society
related to company can be maintained.
CONCLUSION
From the above report it is represented that marketing and society is a prominent for the
business enterprise for gaining the profits and revenues. In this firm will majorly focus on ethical
issues that impact the organisation and also the society. This report inculcates the theory and
tools and theories of ethics that are effective for solving the ethical issues related to marketing
field that helps in gaining the profitable results and also helps in long term survival. At the end it
also inculcates the recommendation that helps in addressing the ethical issues so that profits can
be maintains and also image of the company can be enhance within the marketplace.
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REFERENCES
Books and Journals
Bandyopadhyay, C. and Ray, S., 2019. Responsible marketing: can social enterprises show the
way?. Journal of Nonprofit & Public Sector Marketing, 31 (2), pp.164-183.
Davis, J.F., 2018. Selling whiteness?–A critical review of the literature on marketing and
racism. Journal of Marketing Management, 34 (1-2), pp.134-177.
Gandharva, C. and Reena, M.R., 2018. A Study on Growers Perception of areca Marketing
Towards MAMCOS. Ltd. at Malenad Areca Marketing cooperative Society Ltd,
Shivamogga.
Giyazova, N.B. and Zayniev, A.A., 2020. Types of marketing communications and their
classification. In International scientific review of the problems of economics, finance
and management (pp. 32-38).
Gupta, C.B. and Nair, R., 2020. Marketing Management, CB Gupta & N. Rajan Nair. Sultan
Chand & Sons.
Hunt, S.D., 2020. For re-institutionalizing the marketing discipline in Era V. AMS Review, pp.1-
10.
Jacobson, M., 2019. Marketing madness: A survival guide for a consumer society. Routledge.
Liebl, F., 2018. What Is Strategic Marketing in an Innovation Society?. In Innovation Society
Today (pp. 165-181). Springer VS, Wiesbaden.
Perreault, W.D., 2018. Essentials of marketing. New York: Mc Graw Hill.
Stewart, D.W. and Ladik, D.M. eds., 2019. How to get published in the best marketing journals.
Edward Elgar Publishing.
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